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.
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.
Overview Solutions

4.
Today’s Speakers
Karen Hopkins
Marketplace Channel
Analyst
Jen Acosta
Marketplace Channel
Analyst

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.
POLL QUESTION
What best explains your current
familiarity with Amazon DSP?
● Advertising on
● Considering allocating budget towards
● Unsure about the platform

7.
The New Amazon Advertising

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.
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.
Introduction to Amazon DSP

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.
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.
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.
Dynamic E-commerce Creative Model
Shows your potential or returning customer an ad type based
on their past purchasing behavior

15.
Desktop and Mobile Display Ads
Mobile Banners Ads
Mobile Interstitial (full-screen) Ads
In-stream Video Ads
Ad Format Options

16.
Opportunities Provided by Amazon DSP

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.
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.
Set Your Campaign Goal

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.
Building the Right Audience

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.
Source: https://advertising.amazon.com/amazon-display-advertising
Behavioral Targeting: Unique Amazon Segments

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.
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.
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.
Metrics to Measuring the Effectiveness of
Your Amazon DSP Campaigns

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.
Interactive DSP Report Example
Rodeo Dashboard

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.
● 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.
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.
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34.
Q & A
Karen Hopkins
Channel Marketplace
Analyst
Jen Acosta
Channel Marketplace
Analyst