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Maximizing Return and Proving Your Investment on Amazon DSP

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In order to stay ahead of the curve, it’s important to stay up to date with Amazon advertising. Amazon DSP enhances your brand’s visibility by allowing Vendors to reach shoppers off-Amazon.
Join our webinar as we introduce Amazon DSP and unpack the benefits it provides. Learn how to refine your marketing strategy to maximize your ROAS and how to measure your successes to prove your ad dollars.

Published in: Retail
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Maximizing Return and Proving Your Investment on Amazon DSP

  1. 1. Maximizing Return & Proving Your Investment on Amazon DSP Boost Your Brand’s Performance on Amazon DSP while Keeping a Pulse on Success and ROAS
  2. 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 Analicia Santaella Marketing Coordinator
  3. 3. Overview Solutions
  4. 4. Today’s Speakers Karen Hopkins Marketplace Channel Analyst Jen Acosta Marketplace Channel Analyst
  5. 5. Today’s Agenda ● Introducing the Rebranding of Amazon Advertising ● Expanding Ad Capabilities On and Off Amazon ● Target Shoppers with the Right Audience ● Improving Ad Campaign Efficiency ● Measuring Amazon DSP Effectiveness
  6. 6. POLL QUESTION What best explains your current familiarity with Amazon DSP? ● Advertising on ● Considering allocating budget towards ● Unsure about the platform
  7. 7. The New Amazon Advertising
  8. 8. Amazon Advertising Rebranding ● Amazon rebranded all of their AMG, AMS, & AAP features under a new umbrella: Amazon Advertising ● Amazon DSP = Amazon Advertising Platform (AAP) Amazon Ad Console Previously AMS Amazon DSP Previously AAP Amazon Advertising Previously AMG
  9. 9. PPC: Cost-per-click You pay for clicks! Display: CPM (Cost per thousand) You pay for impressions! Amazon Ad Console Previously AMS Product Display Sponsored Brands Previously HSAs Sponsored Products Amazon Managed Service Enterprise Self Service Amazon Advertising Previously AMG Amazon DSP Previously AAP
  10. 10. Introduction to Amazon DSP
  11. 11. What is Amazon DSP? ● Amazon Demand-Side Platform ● Available within Amazon Advertising Services ● Enables advertisers to programmatically buy display & video ad placements ● Reach, educate, and re-engage customers on and off Amazon Customize Your Ad Select from a variety of formats Promote Your Way Can lead customer to your Amazon product page, Store, or even an external website Reach the Right Audience Use Amazon shopping insights to reach relevant audiences
  12. 12. Who can use DSP? ● Available to: ○ Brands who sell products on Amazon (1P and 3P) ○ Those who do not (i.e. insurance) ● Management options: ○ Amazon managed ○ ESS managed ● Best for: ○ Advertisers who want to programmatically buy display & video ads at scale ○ Brands that want to expand their customer reach beyond Advertising Console capabilities ○ Brands that cannot sell their product through Amazon but want to leverage Amazon Audiences
  13. 13. Reach your audience on: ● Amazon website ● Fire TV ● IMDb ● Freedive (IMDb Streaming) ● Kindle ● Apps ● Published Partners ● Third Party Exchanges Building Your Brand Off-Amazon
  14. 14. Dynamic E-commerce Creative Model Shows your potential or returning customer an ad type based on their past purchasing behavior
  15. 15. Desktop and Mobile Display Ads Mobile Banners Ads Mobile Interstitial (full-screen) Ads In-stream Video Ads Ad Format Options
  16. 16. Opportunities Provided by Amazon DSP
  17. 17. The Full Amazon Advertising Funnel DSP: In-Market & Lifestyle DSP: Retargeting Awareness Consideration Purchase intent Purchase experience Purchase Ad Console: Sponsored Brands Ad Console: Product Display Ads and Sponsored Products
  18. 18. Working Alongside Search Campaigns 1. Demand Capture ● Run display ads alongside search ads to boost visibility ● Retarget shoppers that have engaged with your products 2. Demand Generation ● Fuel the advertising funnel using lifestyle and in-market audiences ● Target shopping behaviors relevant to your products ● Use dynamic ecommerce creative to deliver ads that are most relevant to a customer’s shopping behavior
  19. 19. Set Your Campaign Goal
  20. 20. Setting Your Campaign Goal Grow Brand Awareness Increase Consideration Drive Purchases Grow Brand Awareness ● Upper-funnel, visibility ● Attract attention to your brand Increase Consideration ● Mid-funnel, engagement ● Consider your product over a competitor Drive Purchases ● Low-funnel, highest intent ● Re-engage customers to win back the sale
  21. 21. Building the Right Audience
  22. 22. Audience Solutions ● Advertiser Audience ○ Pixel ○ DMP Audience Transfers ○ Advertiser Hashed Audience ■ Ex: Emails Use your company’s own 1st-party data: ● Amazon Audiences ○ Behavioral Audiences ○ Contextual Audiences ○ Demographic ● Audience Insights ○ Brand-level ○ Overlap Use Amazon’s Audience Solutions:
  23. 23. Source: https://advertising.amazon.com/amazon-display-advertising Behavioral Targeting: Unique Amazon Segments
  24. 24. Retargeting/Remarketing Re-engage shoppers that have high purchase intent for your products 1. Pixel based – Shoppers who visit your brand’s site 2. Product remarketing – Retarget shoppers who viewed your promoted products but didn’t convert 3. Brand halo remarketing – Retarget shoppers who viewed other products of your brand 4. Similar product remarketing – Reach shoppers browsing products similar to yours
  25. 25. In-Market Audiences Amazon’s Definition: In-market audiences can be leveraged to reach customers who are likely to take action or make a purchase based on a recent search, browse, or purchase behavior in the past 30 days. Examples ● “Nutrition Bars” ● “Baby Apparel” ● “Headphones”
  26. 26. Lifestyle Audiences Amazon’s Definition: Lifestyle audiences reflect broad interest groups. Advertisers can reach lifestyle audiences to plant their brand in the minds of shoppers who have regularly shopped for related products in the past year. Examples ● “Foodies” ● “Harry Potter Fans” ● “Pet Lovers”
  27. 27. Metrics to Measuring the Effectiveness of Your Amazon DSP Campaigns
  28. 28. Measuring Metrics for DSP Campaign Awareness: Lifestyle & In-Market ● Impressions ● Cumulative Reach ● eCPM Consideration: In-Market ● Click-through Rate ● Detail Page Views Purchase: Retargeting ● ROAS ● “New to Brand” Metrics
  29. 29. Interactive DSP Report Example Rodeo Dashboard
  30. 30. Useful Excel Reports for Additional Analysis ● Performance Report: Reports campaign metrics that measure DSP campaign actions and conversions. You can customize how frequently these reports are pulled and the specific metrics you want to look at. ● Audience Segmentation Report: Reports performance on Amazon audiences, including those not targeted. This helps find new user audiences to target. ● ASIN Level Report: Reports on ASIN-level ad attributed data for the top 100 ASINs that are being tracked at the order level. Best Reports to Review Performance
  31. 31. ● How are your Line Item budgets pacing? ○ Increase or decrease base supply bids ○ Cap or uncap ad frequency per day ○ Frontload or evenly distribute budget pace ○ Change delivery end date to help speed up or slow down spend ● Which creative is performing best against KPIs? ○ Turn on/off creatives depending on performance relative to goals ■ Pro Tip: A/B test creatives within lines to identify the top performers Optimization Checklist
  32. 32. Set Yourself up for Success Step 1: Set your goal Step 2: Identify your audience and placements Step 3: Execution of campaign build-out Step 4: Analyze and Optimize
  33. 33. SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2
  34. 34. Q & A Karen Hopkins Channel Marketplace Analyst Jen Acosta Channel Marketplace Analyst

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