Unlocking the Power of Amazon DSP: A Comprehensive Guide to Display Advertising on Amazon

Amazon DSP (Demand Side Platform) offers both experienced and beginner advertisers numerous benefits. The platform provides access to Amazon’s extensive ad inventory and proprietary shopping, streaming, and entertainment signals. This powerful combination, along with other comprehensive features, makes Amazon DSP an attractive option for reaching wide audiences.

What is Amazon DSP?

Amazon DSP is a self-service display advertising platform that allows advertisers to reach exclusive audiences both on and off Amazon. This means you can target customers on platforms like Twitch, IMDb, and Amazon’s own store. The platform also grants access to Amazon’s shopper data, site traffic, and premium ad inventory. With this extensive data, you can craft ad campaigns that effectively reach your target audience.

Amazon DSP simplifies advertising on Amazon with easy setup campaigns and no minimum budget requirements. You can add custom creatives for your brand, such as images, headlines, and logos.

The ad types available on Amazon DSP include display ads, video ads, and audio ads. Each format offers different benefits and should be selected based on your campaign goals.

How Amazon DSP Can Benefit Advertisers

Amazon DSP provides numerous benefits, one of the main ones being the ability to utilize the service even if you are not a seller on Amazon. This access to Amazon Ads insight, coupled with Amazon shopping and streaming signals, allows you to reach wide audiences through multiple channels.

Another benefit is the simplicity and automation offered for campaigns. Once you have set up a campaign, Amazon will automatically optimize ads for size, devices, and placement. You also have the option to include auto-generated creatives in your campaign.

The platform offers robust metrics and budget capabilities. Campaigns can be optimized to drive reach or page visits and are served via cost-per-click (CPC) and cost per thousand viewable impressions (vCPM) ads. These metrics, along with Amazon’s measurement tracking tools, make monitoring ad performance straightforward. Budgets for Amazon DSP campaigns have no minimum spend requirements, allowing new advertisers to test the waters.

Creating Campaigns

Creating campaigns with Amazon DSP is simple and straightforward. Once you have registered for an Amazon Ads account and submitted your details, you can begin crafting your campaign. This starts with defining the parameters and goals of your advertising campaign. Decide whether you will be optimizing your campaign for reach or page visits. This is also when you set the start and end dates for your campaign and the budget for keeping your ads running.

Optimizing Bids

Amazon DSP offers two bid optimization strategies: one for generating reach and brand awareness, and another for increasing page visits. The cost type associated with optimizing for reach is vCPM, while CPC is used for page visits. The bid you place for your chosen strategy is the maximum amount you will pay for either a view or click on your ad.

• Optimizing for Reach: Best for driving brand awareness by showcasing your brand to relevant audiences. These ads aim to generate reach and funnel engagement after the ad is viewed.
• Optimizing for Page Visits: Focuses on serving relevant ads to individuals more likely to take action. This is best for driving clicks to landing pages and generating conversions.

Utilizing Targeting Options

One of the best features of Amazon DSP is its robust audience targeting capabilities. The platform offers three different audience targeting strategies: views, purchases, and audience segments. All of this data is backed by Amazon’s exclusive customer insights, allowing for comprehensive targeted advertising.

• Views: Targets audiences that have viewed products similar to yours. For example, showing pet care service ads to users who have recently viewed pet products.
• Purchases: Targets audiences based on similar purchases made within Amazon. This method allows for even more precise targeting by filtering categories and timeframes.
• Audience Segments: Allows you to define and reach audiences based on set parameters. Thousands of audience segments are available, categorized into in-market, lifestyle, interests, and life events. This lets advertisers quickly target relevant audiences using pre-built segments.

Monitor and Enhance Future Campaigns

After launching your ad campaign, you can monitor its performance in real-time. Amazon DSP provides key performance metrics that offer insight into how audiences engage with your display ads.

Downloadable reports provide deeper details on your campaign performance, including information on audience segments, aggregated campaigns, and budget. This data allows you to investigate and test growth strategies for future campaigns.

Final Word

Amazon DSP is a fantastic solution for advertisers looking to leverage Amazon’s advertising data and signals. The platform offers numerous benefits to enhance campaign effectiveness and ROI. With access to audiences both on and off Amazon’s shopping platform, advanced customer segmentation tools, and detailed performance metrics, Amazon DSP is an attractive solution for brands seeking growth.

Utilizing Amazon DSP to its fullest potential can be complex and time-consuming. By outsourcing your business’s marketing needs to a digital marketing agency, you can ensure campaign effectiveness while saving time and resources for other tasks. At Consultus Digital, we specialize in Amazon Ads Management and growth marketing to help your business reach its advertising goals. Contact us today to learn how you can get the most out of advertising on Amazon.