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.

1. Leveraging Amazon DSP Data for a Profitable
Customer Acquisition Strategy
Scalable Top of Funnel Strategies That Will Outlast Competitors

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. 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. Karen Hopkins
Sr. Marketplace
Programmatic Analyst
Today’s Speaker

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. How is your brand currently selling?
Poll Question
● Multichannel
● Branded Ecommerce Site
● Amazon Marketplace
● Brick & Mortar

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. “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. Build and Expand Your Brand On and Off Amazon

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. ● Upper-funnel, visibility
● Attract attention to your brand
● Must have: retail readiness
Awareness
Consideration
How to Grow Brand Awareness with Amazon DSP

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. 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. Leveraging Customer Data to Target Shoppers

15. Layering in customer
demographic data to targeting
shoppers:
● Geographic location
● Gender
● Age
Leveraging Customer Data to
Target Shoppers

16. Amazon DSP Prospecting

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. 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. 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. 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. Different Types of Ads

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

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

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. 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. ● Can be viewed as “segment harvesting”
● Using Amazon’s data to grow target audience
Overlap Report

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. Schedule Your 1:1
Strategy Evaluation

32. Karen Hopkins
Sr. Marketplace
Programmatic Analyst
Q & A