While marketers can use just about any DSP to target ads to users by geolocation, devices they use, and other common audience attributes, Amazon’s rich product research, browse, and purchase data are incredibly powerful signals for marketers to leverage for DSP targeting—and this dataset is only available through the Amazon DSP.
Amazon DSP can enable brands to target people who have searched, viewed, or purchased specific products on Amazon, but it can also use this information to better understand each Amazon user’s interests, demographics, and in-market preferences.
It also uses its large consumer footprint across Prime Video and other owned sites & apps to build audience segments desired by brands.
There’s also inventory from third-party exchanges, and Amazon Publisher Services, as well as targeted marketplaces and can help advertisers reach Amazon shoppers anywhere they consume content.
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exactly how does amazon dsp work?
Amazon DSP is a media buying tool that enables marketers to buy display, video, audio, and in-app ads both on and off Amazon.
For example, a vitamins brand has a new promotion for California customers. The brand’s marketing team creates a campaign within Amazon DSP to bid $5 whenever an online user in California is detected. Frank, who lives in Los Angeles, is surfing the web and clicks to a page on his favorite news site that is an ad inventory source for Amazon DSP. As the page loads, it detects Frank’s location via his IP address, triggering the brand’s $5 bid. In less than a second, Amazon DSP runs an ad auction, determines the brand’s bid is the winner and serves up the vitamin brand’s ad to Frank.
& In-context (lifestyle) images: Products being used in a real-life situation
This is a simple example of this powerful, complex technology. Just imagine that every time you load a new page online, this same type of ad auction runs, and brands are programmatically bidding to serve ads to you in a similar way.
are you ensuring to avoid the foremost ecommerce advertising mistakes?
when you decide to start optimizing your ecommerce presence across platforms, there are some common mistakes we help you avoid.
Your campaigns do not contain all of the products you sell, and you are unaware of it - We have seen this happen more often than you might think. In the process of trafficking campaigns, it is easy for a few ASINs (Amazon Standard Identification Number) to slip through the cracks.
Not measuring and setting non-brand ACoS targets - We often find that brand keywords are mixed in with non-brand keywords in any given sponsored campaign.
Not leveraging Auto campaigns - Auto campaigns are a great source of new keyword ideas and are low on maintenance. However, we often see that many of the brands do not leverage them. I
The unnecessary proliferation of keywords - Avoid increasing the number of keywords unnecessarily (Keyword proliferation). For example, adding black shoes and shoes black as broad match keywords in a campaign is redundant.
Not testing high performing Sponsored Product keywords in Sponsored Brand campaigns - Ensure that high performing keywords in sponsored products are tested in sponsored brand campaigns and vice-versa.
Gaps in ASINs between sponsored product manual and auto campaign - As you tweak campaign structure over time, gaps can inadvertently emerge in the list of ASINs between auto vs. manual campaigns
How To Measure ecommerce advertising Performance and Results
Impressions Simply put, impressions are the number of times your ad or piece of content is presented to someone.
Reach reach is the total number of your followers and subscribers — basically, the sum of all of those who will see your content. This might include your opt-in email subscribers, Facebook followers and loyalty program subscribers.
Engagement Engagement is the intersection of your impressions and your reach. Essentially: how many of your followers and subscribers (your reach) engage with your content (your impressions).
Customer acquisition cost (CAC) shows your business's costs to acquire a new customer, including marketing and sales expenses.
Customer lifetime value (a.k.a. CLV or LTV) represents the total revenue you expect from each customer.
click-through rate The click-through rate (CTR) represents the percentage of users who clicked on your website from the SERP.
bounce rate Your bounce rate represents the percentage of users who visit your site but leave without further interaction.
Trust and safety are vital metrics for your online marketplace success.
the top reasons why amazon dsp is such an important part of your e-commerce sales strategy
On mobile and desktop, Amazon DSP advertising appear as display adverts on websites. On iOS, Android, and the Fire Tablet, mobile app advertisements and banner display ads are available.
Amazon’s rich product research, browse, and purchase data are incredibly powerful signals for DSP targeting—and this dataset is only available through the Amazon DSP.
Brands can target consumers who have searched, seen, or purchased specific products on Amazon, but Amazon DSP can also use this data to better understand each Amazon user’s interests, demographics, and in-market preferences.
“Unique supply” on Amazon refers to impressions that advertisers can earn through the DSP that aren’t available through other DSPs. Amazon-owned and operated pages like as Audible, Buy Office Mojo, Goodreads, IMDb, ShopBop, Twitch.tv, Amazon app, and Zappos offer this unique Amazon inventory.
Users of Amazon DSP can anticipate the highest quality standards and brand safety, since DSP monitors everything from real-time bids to site reviews for brand safety, traffic quality, third-party supply quality, and viewability using both its own and third-party solutions.
Advertisers can more easily optimize their campaigns with Amazon DSP, either manually or automatically, to fulfill certain goals. Automatic optimizations alter bids so that advertisements are delivered on the best sites with the best formats, and budgets are dynamically updated based on campaign goals.
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