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Leveraging Amazon DSP Data for a Profitable
Customer Acquisition Strategy
Scalable Top of Funnel Strategies That Will Outla...
● Session recording and slides will be sent
● Log back in anytime with same link
● Resources available as handouts
Perseph...
Experts-Only Approach
Strategic acquisitions have positioned us as the
leading independent performance marketing agency
Se...
Karen Hopkins
Sr. Marketplace
Programmatic Analyst
Today’s Speaker
5
1. Build and Expand Your Brand On and Off Amazon
2. Grow Brand Awareness
3. Leveraging Customer Data to Target Shoppers
...
How is your brand currently selling?
Poll Question
● Multichannel
● Branded Ecommerce Site
● Amazon Marketplace
● Brick & ...
What best explains your current
familiarity with Amazon DSP?
Poll Question
● I’m currently advertising on
● I’m considerin...
“There are over 5 million
marketplace sellers across all
Amazon marketplaces.”
www.feedbackexpress.com “Consistent brand
p...
Build and Expand Your Brand On and Off Amazon
DSP: In-Market & Lifestyle
DSP: Retargeting
Awareness
Consideration
Purchase intent
Purchase
experience
Purchase
Ad Consol...
● Upper-funnel, visibility
● Attract attention to your brand
● Must have: retail readiness
Awareness
Consideration
How to ...
Always ON-Method
DSP Strategic Funnel
12
Brand
Shopper
Past
Purchasers
SnS Lookalikes Advertiser
Audiences
Product
Remarke...
Create Events
● Create events throughout the year to
engage the consumer through creative
messaging. (Ex: Back to school, ...
Leveraging Customer Data to Target Shoppers
Layering in customer
demographic data to targeting
shoppers:
● Geographic location
● Gender
● Age
Leveraging Customer Data...
Amazon DSP Prospecting
Audience Solutions
● Amazon Audiences
○ Behavioral Audiences
○ Contextual Audiences
○ Demographic
● Audience Insights
○ Br...
Lifestyle segments
Reflects broad interest groups such as
● “Recent Movers”
● “Home Owners”
● Upper Funnel Awareness
In-mar...
Amazon’s Definition: In-market audiences can be leveraged to reach customers who are
likely to take action or make a purcha...
Amazon’s Definition: Lifestyle audiences reflect broad interest groups. Advertisers can
reach lifestyle audiences to plant t...
Different Types of Ads
Dynamic E-commerce Creative Model
Shows your potential or returning customer an ad type based on
their past purchasing beh...
Static Ads
Utilized for middle and upper
funnel tactics to draw
consumer in with lifestyle
images and grow brand
awareness...
Raise and measure brand awareness with
Amazon DSP Video
● Reach customers through video ads
● Advertise on high-quality si...
Increase product visibility through advertising
and reach millions of Amazon shoppers with
ads linking to product detail p...
Desktop and Mobile Display Ads Mobile Interstitial (full-screen) Ads
Ad Format Options
Mobile Banners Ads In-stream Video ...
FEATURED ASIN (S)
All Purpose Cleaners
In-Market Similar Targeting
Negative Targeting
Brand Purchasers
Household cleaning
...
FEATURED ASIN (S)
Amazon Audience Advertiser Audiences
Lifestyle/Broad
In-Market
CRM
Natural Cleaning
Supplies
Lookalike T...
● Can be viewed as “segment harvesting”
● Using Amazon’s data to grow target audience
Overlap Report
Key Takeaways
Set your goal, identify your audience and placements,
execution of campaign build-out, analyze and optimize....
Schedule Your 1:1
Strategy Evaluation
Karen Hopkins
Sr. Marketplace
Programmatic Analyst
Q & A
Upcoming SlideShare
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Tinuiti | Leveraging Amazon DSP Data for a Profitable Customer Acquisition Strategy

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Scalable Top of Funnel Strategies That Will Outlast Competitors

Amazon DSP enhances your brand’s visibility by allowing Vendors to reach shoppers off-Amazon. As competition in the Amazon Marketplace continues to grow, brands need to ensure they have a strategy that not only captures demand, but also generates demand – fueling their top of funnel. Having a strategy that takes into account how to acquire new customers profitably is what separates top performing brands . Join our Amazon Marketplace experts as we unpack how to leverage Amazon customer data to target shoppers off Amazon.

Published in: Retail
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Tinuiti | Leveraging Amazon DSP Data for a Profitable Customer Acquisition Strategy

  1. 1. Leveraging Amazon DSP Data for a Profitable Customer Acquisition Strategy Scalable Top of Funnel Strategies That Will Outlast Competitors
  2. 2. ● Session recording and slides will be sent ● Log back in anytime with same link ● Resources available as handouts Persephanie Arellano Webinar Coordinator Today’s Logistics
  3. 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. 4. Karen Hopkins Sr. Marketplace Programmatic Analyst Today’s Speaker
  5. 5. 5 1. Build and Expand Your Brand On and Off Amazon 2. Grow Brand Awareness 3. Leveraging Customer Data to Target Shoppers 4. Amazon DSP Prospecting Agenda
  6. 6. How is your brand currently selling? Poll Question ● Multichannel ● Branded Ecommerce Site ● Amazon Marketplace ● Brick & Mortar
  7. 7. What best explains your current familiarity with Amazon DSP? Poll Question ● I’m currently advertising on ● I’m considering allocating budget towards ● Unsure about the platform
  8. 8. “There are over 5 million marketplace sellers across all Amazon marketplaces.” www.feedbackexpress.com “Consistent brand presentation across all platforms increases revenue up by up to 23%” -Forbes
  9. 9. Build and Expand Your Brand On and Off Amazon
  10. 10. 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 The Full Amazon Advertising Funnel
  11. 11. ● Upper-funnel, visibility ● Attract attention to your brand ● Must have: retail readiness Awareness Consideration How to Grow Brand Awareness with Amazon DSP
  12. 12. Always ON-Method DSP Strategic Funnel 12 Brand Shopper Past Purchasers SnS Lookalikes Advertiser Audiences Product Remarketing In-Market Contextual Lifestyle Lookalike Audiences Retention / Loyalty Purchase Consideration Awareness OCT. NOV. DEC. JAN. High Spend Low Spend
  13. 13. Create Events ● Create events throughout the year to engage the consumer through creative messaging. (Ex: Back to school, Father’s Day) Seasonality ● Pulse more budget into targeting tactics based on time of year and high seasons Seasonality & Upper Funnel Pulses
  14. 14. Leveraging Customer Data to Target Shoppers
  15. 15. Layering in customer demographic data to targeting shoppers: ● Geographic location ● Gender ● Age Leveraging Customer Data to Target Shoppers
  16. 16. Amazon DSP Prospecting
  17. 17. Audience Solutions ● Amazon Audiences ○ Behavioral Audiences ○ Contextual Audiences ○ Demographic ● Audience Insights ○ Brand-level ○ Overlap Use Amazon’s Audience Solutions: ● Advertiser Audience ○ Pixel ○ DMP Audience Transfers ○ Advertiser Hashed Audience ■ Ex: Emails Use Your Company’s Own 1st-Party Data:
  18. 18. Lifestyle segments Reflects broad interest groups such as ● “Recent Movers” ● “Home Owners” ● Upper Funnel Awareness In-market segments Customers searching or browsing for certain kinds of products ● “Bedding” ● “Comforters” ● Mid-funnel Consideration Retargeting segments Amazon shoppers that have viewed but not purchased your products ● ASIN Retargeting ● Pixel Retargeting ● Bottom Funnel Conversion Behavioral Targeting: Unique Amazon Segments Source: https://advertising.amazon.com/amazon-display-advertising
  19. 19. 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” In-Market Audiences
  20. 20. 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” Lifestyle Audiences
  21. 21. Different Types of Ads
  22. 22. Dynamic E-commerce Creative Model Shows your potential or returning customer an ad type based on their past purchasing behavior
  23. 23. Static Ads Utilized for middle and upper funnel tactics to draw consumer in with lifestyle images and grow brand awareness. These will lead back to Amazon Storefront or Custom Landing Page.
  24. 24. Raise and measure brand awareness with Amazon DSP Video ● Reach customers through video ads ● Advertise on high-quality sites ● Optimize brand performance looking at video completion rate Video Through DSP
  25. 25. Increase product visibility through advertising and reach millions of Amazon shoppers with ads linking to product detail pages. ● Full-screen ads with sound ● Non-skippable ● Brand-safe, licensed TV and movie content ● Average completion rate of 97% OTT - (Over the Top)
  26. 26. Desktop and Mobile Display Ads Mobile Interstitial (full-screen) Ads Ad Format Options Mobile Banners Ads In-stream Video Ads
  27. 27. FEATURED ASIN (S) All Purpose Cleaners In-Market Similar Targeting Negative Targeting Brand Purchasers Household cleaning cloths and wipes Line Item Structure: Consideration
  28. 28. FEATURED ASIN (S) Amazon Audience Advertiser Audiences Lifestyle/Broad In-Market CRM Natural Cleaning Supplies Lookalike Targeting Line Item Structure: Awareness Negative Targeting Brand Purchasers
  29. 29. ● Can be viewed as “segment harvesting” ● Using Amazon’s data to grow target audience Overlap Report
  30. 30. Key Takeaways Set your goal, identify your audience and placements, execution of campaign build-out, analyze and optimize. Always-on strategy for ASIN RT - never stop re-engaging consumers who have engaged with your brand. Not all products are seasonal so do not advertise them as they are. Build out a full funnel strategy that is right for your brand.
  31. 31. Schedule Your 1:1 Strategy Evaluation
  32. 32. Karen Hopkins Sr. Marketplace Programmatic Analyst Q & A

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