It can cost a brand 5x as much to acquire a new customer than retaining a current customer. Staying top of mind for shoppers is vital in today’s competitive marketplace. Amazon DSP enhances your brand’s visibility by allowing Sellers and Vendors to reach shoppers off-Amazon. Join our webinar as we explain the benefits of retargeting on Amazon DSP and unpack the benefits it provides. Learn how to refine your marketing strategy to ensure you’re generating demand at different stages of the buyer’s journey.

1. Drive High-Value Traffic by
Retargeting Amazon Shoppers
How Brands Can Use Amazon DSP to Generate Demand

2. Today’s Logistics
● Session recording and slides will be sent
● Submit questions to our panelists
● Join in on our poll questions throughout
● Resources available as handouts
Persephanie Arellano
Webinar Coordinator

3. Experts-Only Approach
Strategic acquisitions have positioned us as the
leading independent performance marketing agency
Search • Social • Amazon • Email • Display • Shopping & Data Feed • SEO • Affiliate •
Conversion Rate Optimization • Creative Services • Analytics & Marketing Science

4. Today’s Speakers
Evan Walsh
Senior Marketplace
Channel Analyst

5. Today’s Agenda
● Explain what the different retargeting options are on Amazon DSP
● Tactics to implement based on customer journey
● Building out your strategy depending on your unique goals
● Full funnel approach: using Amazon data to acquire new customers

6. POLL QUESTION
What is your current level of understanding of
retargeting on Amazon DSP?

7. POLL QUESTION
What have you found to be your biggest
struggle as a brand advertising on Amazon?

8. Different Retargeting Options on Amazon DSP

9. Retargeting Options
● Product Remarketing – Retarget shoppers who
viewed your promoted products but didn’t convert.
● Pixel Based – Shoppers who visit your brand’s site.
● Similar Product Remarketing –Reach shoppers
browsing products similar to yours.

10. Tactics to Implement Based on Customer
Journey

11. Purchase Decisions are not Linear
Searches for
Product
Reads detail
page and
reviews
Compares
Brands
Adds to Cart or List
Purchase in store
Writes a
review
Tells a
friend
Subscribe & Save
Considers or
Purchases brand again
Customer
sees ad
Consideration
Purchase
Advocacy
LoyaltyAwareness

12. DSP Consumer Journey
AWARENESS
CONSIDERATION
PURCHASE

13. Starting at the Bottom of the Funnel
PURCHASE
Product Units Sold
Product Sales
Total SnSS (promoted + BH)
Total Product Sales (promoted + BH)
(eCPPROAS)

14. Line Item Structure: Remarketing for Purchase
ASIN(S)
Product Views
Amazon
Remarketing
Audiences
Lookalikes
Product Purchasers
Advertiser
Audiences
Negative Targeting
● Purchaser segment
● SnS segment
● Advertiser audiences
purchaser segment
Pixel-based
CRM
SnSS
Brand Purchase
Lookalike
365
Days
90
Days
60
Days
30
Days

15. Line Item Structure: Remarketing for Purchase
Product Views
Amazon
Remarketing
Audiences
Product Purchasers
Lookalikes
Advertiser
Audiences
Negative Targeting
● Purchaser segment
● SnS segment
● Advertiser audiences
purchaser segment
Pixel-based
CRM
SnSS
365
Days
90
Days
Brand Purchase
Lookalike
ASIN(S)
60
Days
30
Days

16. Line Item Structure: Remarketing for Purchase
Product Views
Amazon
Remarketing
Audiences
Lookalikes
Product Purchasers
Advertiser
Audiences
Negative Targeting
● Purchaser segment
● SnS segment
● Advertiser audiences
purchaser segment
Pixel-based
CRM
SnSS
Brand Purchase
Lookalike
ASIN(S)
365
Days
90
Days
60
Days
30
Days

17. Adding to Your Campaign
with Mid-Funnel Strategy
CONSIDERATION
CTR
DPV Click-throughs
ATC Click-throughs
Purchase Event Click-throughs
Click-Throughs
(eCTR)

18. Line Item Structure: Consideration
Negative Targeting
● Brand Purchasers
● SnS
● Advertiser Audience -
Purchasers
All Purpose Cleaners
Category Similar Category
Household cleaning
cloths and wipes
Category
ASIN(S)

19. Line Item Structure: Consideration
Negative Targeting
● Brand Purchasers
● SnS
● Advertiser Audience -
Purchasers
All Purpose Cleaners
Similar Category
Household cleaning
cloths and wipes
Category
ASIN(S)

20. Completing Your Full-Funnel Strategy
with Top of Funnel Tactics
AWARENESS
Cumulative Reach
DPV View-throughs
ATC View-throughs
Impressions
(eCPM)

21. Line Item Structure: Awareness
Lifestyle
Amazon Audiences
Advertiser LAL
Audiences Negative Targeting
● Brand Purchasers
● SnS
● Advertiser Audience -
Purchasers
Broad In-Market
Homepage
CRM
ASIN(S)

22. Line Item Structure: Awareness
Lifestyle
Amazon Audiences
Advertiser LAL
Audiences Negative Targeting
● Brand Purchasers
● SnS
● Advertiser Audience -
PurchasersHomepage
Broad In-Market CRM
ASIN(S)

23. Setting Unique Goals

24. Lifestyle
Broader in-market segments
Lookalikes from Advertiser
Audiences
Demographic (if applicable)
In-market for category and
similar categories
Contextual targeting
Advertiser audiences
(pixel, DMP, customer list)
Amazon remarketing audiences
Advertiser audiences
(pixel, DMP, customer list)
Lookalikes (on Amazon audiences and
Advertiser audiences)
Users exposed to
awareness/consideration creative
Subscribe & Save of the product
lookalikes (custom)
Advertiser audience frequent
purchaser lookalikes
Brand shopper (custom)
Brand purchaser segment
SnS segment
Advertiser audiences purchaser
segment
Brand purchaser segment
SnS segment
Advertiser audiences purchaser
segment
Purchaser segment
SnS segment
Advertiser audiences purchaser segment
ASIN purchasers
Active SnS customers
eCommerce creative
Custom creative
Video
Billboards
eCommerce creative (customer
review, shop now)
Custom creative
eCommerce creative eCommerce creative
SnS
Desktop
Mobile
Video (on desktop and mobile)
Desktop
Mobile
Desktop
Mobile
Desktop
Mobile
Unique Reach
CTR, CTC
Unique Reach - New to brand
(directional): Unique consideration
customers
DPVR/CPDPV
ROAS ROAS
Cost Per SnS
Awareness Consideration Purchase Retention
Targeting
Negative
Targeting
Formats
Channels
KPIs
Amazon DSP Goal Campaign Strategy

25. Full Funnel Approach Using Amazon Data

26. DSP Consumer Journey & KPIs
Impressions
(eCPM)
Click-Throughs
(eCTR)
ROAS
(eCPP)
AWARENESS
CONSIDERATION
PURCHASE
Cumulative Reach
DPV View-throughs
ATC View-throughs
CTR
DPV Click-throughs
ATC Click-throughs
Purchase Event Click-throughs
Purchase Events
Product Units Sold
Product Sales
Total SnSS (promoted + BH)
Total Product Sales (promoted + BH)

27. Full-Funnel DSP Effect - Average Spend & Sales Increase

28. Key Takeaways
● Build out a full funnel strategy that is right for your brand
● Always-on strategy for ASIN Retargeting - Never stop re-engaging
consumers who have engaged with your products
● Identify the best way to capture new customers with
Consideration and Awareness targeting

29. SMALL TEXT
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Schedule Your 1-1
Advanced Amazon Advertising
Strategy Evaluation

30. Q & A
Evan Walsh
Marketplace Channel
Analyst