Prime Day is the perfect opportunity to push your sales with Amazon Advertising – if you apply the right strategy. Learn what DSP campaigns are all about and how you can use them to maximize your visibility & relevant traffic.
What’s the difference between Sponsored Ads and DSP?
First of all, let’s clarify what differentiates DSP, which is the acronym for “Demand-Side Platform”, from Sponsored Ads:
(Re-)Target Users Based on their Shopping Behavior
Sponsored Ads are based on a keyword, product- or category targeting (plus auto-targeting options).
DSP offers a variety of targeting options tailored to the individual user:
- Behavioral targeting (based on search interest)
- Retargeting (users who already viewed a product or similar ones)
- Advertiser Audiences (own user data)
The USP of Amazon’s DSP targeting is that it is based on real personalized shopper data. This enables a highly relevant and extremely granular targeting in every stage of the customer journey.
Reach Shoppers far beyond Amazon
The various Sponsored Ad formats (Sponsored Products, Sponsored Brands and Product Display Ads) only appear within the Amazon platform.
The reach of DSP goes beyond that: Your banner ads are also displayed on numerous websites outside of the Amazon world. This huge collection of third party sites is similar to Google’s Display Network.
Moreover, the target landing page of DSP ads is not limited to Amazon pages either. You can also link users to your own online shop, for example. This can come in handy for advertisers who do not sell their products on Amazon (yet) and unlocks the Amazon Advertising universe to a whole new user group.
Dynamic Creatives for Optimal Approach of Users
On the creative side you can use your own ads or try Amazon’s automatically created Dynamic E-Commerce banners.
This saves you resources and creation effort and caters for highly relevant banners: The content is adapted dynamically based on individual user data and assembles relevant assets that are most likely to lead to a conversion.
Attention: DSP Revenue Attribution to Day of Purchase
Another crucial distinction is the attribution of revenue:
Sponsored Ads revenue is attributed to the day of the click. This means, the ACoS (Advertising Cost of Sale) can be analyzed per day. DSP revenue on the other hand is attributed to the day of purchase. Therefore, the ROAS interpretation for an individual day is blurred. This difference is especially relevant for deal days. It is important to keep that in mind so you interpret results correctly and have a reliable basis for optimization.
Specifics of Amazon DSP Campaigns at a Glance
These are the main differences of DSP compared to Sponsored Ads:
- Broader reach due to extended ad network
- Extended targeting options, such as Retargeting
- Link to external page, e.g. own online shop possible
- Revenue attribution to day of purchase
- Impression-based billing model (CPM)
- Selling products on Amazon not required
How to set your DSP Strategy right for Prime Day
DSP has relevant opportunities in store which you can put to excellent use on Prime Day:
Target users that have already shown interest in your products and re-adress them during the deal period. This can increase the purchase probability many times over.
Another use case is to target users that have visited a competitor product and convert them to buyers of your own offer.
metoda’s best practice: Use DSP for deal days to get the most out of your Amazon Advertising budget. Based on our prior experience, a ROAS of 25 and higher can be reached.
Since Prime Day in mid-July is approaching fast, it’s time to get into action now to have campaigns all set on time.
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