Learn how to make use of Amazon’s demand-side platform to focus on your prospects wherever they’re on-line.
Develop Your Enterprise,
Not Your Inbox
Keep knowledgeable and be part of our every day e-newsletter now!
6 min learn
Opinions expressed by Entrepreneur contributors are their very own.
The next excerpt is from Timothy P. Seward’s e-book Final Information to Amazon Promoting. Purchase it now from Amazon | Barnes & Noble | IndieBound | Apple Books or click on right here to purchase it straight from us and SAVE 60% on this e-book whenever you use code MARKET2021 by way of 4/24/21.
One of the important alternatives to increase your promoting attain on and off Amazon is to take part in Amazon’s demand-side platform, Amazon DSP. With Amazon DSP, manufacturers can goal buyers in actual time as they browse the web. This method permits manufacturers to achieve prospects on and off Amazon by way of programmatic show ads.
By way of Amazon DSP, Amazon can accomplice with third-party websites to position adverts throughout the web. As a result of these adverts can present on Amazon and on different websites, manufacturers can exponentially enhance their attain by way of Amazon DSP. These adverts can present within the following placements: desktop and cellular internet show adverts, cellular banner adverts, cellular interstitial adverts, and video adverts.
This feature could be a terrific alternative for you in case your model is awareness-driven and also you worth the attain of your adverts over the preliminary return. This isn’t to say you gained’t see a return out of your promoting efforts by way of Amazon DSP, however your expectations must be a lot completely different out of your expectations of your search promoting efforts. Search promoting goals to extend consciousness and gross sales from people who find themselves already looking on Amazon for merchandise like yours and are due to this fact prone to convert. With DSP, you’ll be able to attain prospects all through the acquisition cycle utilizing a wide range of retargeting and programmatic show strategies. It’s possible you’ll be focusing on a buyer who’s very early within the analysis course of, who was a cart abandoner in your web site, or who’s of a sure demographic that’s of curiosity to you and your model. Concentrating on based mostly on demographics or pursuits will lend itself to extra of a brand-awareness play.
Many corporations use DSP primarily in two methods: programmatic show adverts and retargeting adverts. By way of programmatic show adverts, manufacturers can attain a bigger viewers each on and off Amazon by focusing on particular audiences and segments with real-time bidding. Manufacturers can even use DSP to reengage web site/web page guests, cart abandoners, and previous purchasers by putting pixels on their very own web sites to trace the purchasers. Amazon Promoting can even monitor and interact prospects based mostly on the ASINs they considered and/or bought on Amazon.
Now let’s look extra intently at programmatic show and retargeting adverts in DSP.
Associated: How Amazon Prime Day Can Usher in Prime Gross sales for Your Enterprise
Programmatic show methods
Amazon DSP permits advertisers to focus on varied audiences on and off Amazon by way of Amazon-exclusive websites (Amazon and IMDB), Amazon Writer Providers, and open exchanges similar to AppNexus, Rubicon, and OpenX. You possibly can construct audiences to focus on utilizing Amazon’s first-party knowledge, which gives insights into purchasing behaviors on Amazon-owned and -operated properties.
Moreover, you’ll be able to goal particular segments of buyers. For instance, in case your model sells high-end purses, you would possibly wish to goal the fashionista life-style section or the well being, magnificence, and trend in market section. The forms of segments accessible to focus on embody:
- In market: prospects who’re shopping in a particular market (e.g., dad and mom storeping for child merchandise)
- Way of life: prospects who’re in broad classes based mostly on their pursuits (e.g., pet lovers)
- Demographic: prospects who fall into particular classes based mostly on their characteristics (e.g., age, gender, revenue, and so forth.)
You possibly can layer a number of segments on prime of one another to create a novel focusing on method. Inside the DSP interface, you can even see the estimated attain of every section outlined by way of estimated variety of impressions per day.
Associated: 5 Amazon Advert Settings You Should not Ignore
DSP additionally lets you retarget buyers who’ve visited your web site or considered your merchandise on Amazon. You possibly can attain and reengage present prospects by way of pixel and ASIN retargeting. With pixel retargeting, you’ll be able to monitor your prospects with pixels which might be positioned in your model’s web site and linked to your DSP account; you’ll be able to then observe prospects on and off Amazon to point out them adverts to your product. ASIN retargeting is just like pixel retargeting in which you could goal present prospects off Amazon, however as a substitute of monitoring them through a pixel in your web site, you’re monitoring them from their preliminary viewing of your product element web page on Amazon.
There are a number of how to make use of DSP’s retargeting capabilities to develop model consciousness and enhance gross sales. A few of the most typical retargeting methods embody:
- Concentrating on cart abandoners: Reengage web site guests who added a product to their cart however didn’t buy the product inside a particular timeframe.
- Cross promoting: Goal earlier purchasers or web site guests by selling complementary merchandise or new variations of merchandise.
- Rising model consciousness: Reengage earlier web site guests to advertise model worth and affect them utilizing calls to motion.
- Highlighting new product launches: Goal earlier purchasers or web site guests and announce a brand new product they could even be enthusiastic about.
- Reminders for renewals: Reengage earlier prospects when the product they purchased is on the finish of its life cycle, and remind them they’ll must buy once more quickly.
Amazon DSP knowledge and provide sources
Amazon makes use of their first-party knowledge to focus on particular shoppers based mostly on their purchasing behaviors and pursuits. You possibly can construct off this knowledge by including any knowledge you’ve got in your present prospects by way of electronic mail lists.
There are three main provide sources Amazon lets you select from when establishing your adverts on DSP. You possibly can have your adverts run on Amazon-owned and -operated websites, Amazon Writer Providers, and/or open exchanges. Amazon-owned and -operated websites embody Amazon and IMDb. Amazon Writer Providers consists of direct writer stock for high-visibility impressions. Open exchanges are real-time bidding exchanges, together with sources similar to AppNexus, Rubicon, and OpenX.
Did you get pleasure from your e-book preview? Click on right here to seize a replica right now—now 60% off whenever you use code MARKET2021 by way of 4/24/21.