Amazon DSP Strategy: How to Leverage DSP Capabilities to Capture Audience Demand
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The document outlines a webinar on leveraging Amazon's Demand-Side Platform (DSP), emphasizing its capabilities for both brands selling on Amazon and those that do not. It covers strategies like a 'crawl, walk, run' approach to target audiences effectively and highlights the importance of setting clear campaign goals and optimizing ad formats. Key takeaways include the necessity of a full-funnel advertising strategy to enhance brand growth and improve customer engagement.
Amazon DSP Strategy: How to Leverage DSP Capabilities to Capture Audience Demand
- 1. Amazon DSP Strategy How to Leverage DSP Capabilities to Capture Audience Demand
- 2. 2 ● Session recording and slides will be sent out ● Log back in anytime with the same link ● Resources available as handouts Eyebrow Text Today’s Logistics Persephanie Arellano Webinar Coordinator
- 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. Marketers who want to tie their Amazon presences to traditional performance marketing channels should consider Tinuiti. Tinuiti has one of the strongest eCommerce offerings in this evaluation... Clients applaud Tinuiti's growth over the last two years, from channel-specific executor to a more cross-channel partner. “ ” The Forrester Wave™: Performance Marketing Agencies, Q3 2019 Download the Report: tinuiti.com/wave2019
- 5. Today’s Speakers Evan Walsh Sr. Programmatic Analyst Katie Davis Coordinator, Marketplace Support
- 6. 6 1. What is Amazon DSP 2. A crawl, walk, run approach to Amazon DSP 3. How top brands like Noble House Furniture increased new customers sales to 84% 4. DSP creative options specific to consumer behavior 5. Live Q&A with our in house experts Agenda
- 7. Poll Question What best explains your current familiarity with Amazon DSP? ● I’m currently advertising on this platform ● I’m considering allocating budget towards ● Unsure about the platform here to learn
- 8. Amazon DSP (Demand-Side Platform)
- 9. PPC: Cost-per-click You pay for clicks Display: CPM (Cost per thousand) You pay for impressions Amazon Ad Console Previously AMS Sponsored Display Previously PDAs Sponsored Brands Previously HSAs Sponsored Products Amazon Managed Service Enterprise Self Service Amazon Advertising Previously AMG Amazon DSP Previously AAP
- 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. What is Amazon DSP? ● Amazon Demand-Side Platform ● Available within Amazon Advertising Services ● Enables advertisers to programmatically buy display & video ad placements ● Reach, educate, and re-engage customers on and off Amazon Customize Your Ad Select from a variety of formats Promote Your Way Can lead customer to your Amazon product page, Store, or even an external website Reach the Right Audience Use Amazon shopping insights to reach relevant audiences
- 12. ● Available to: ○ Brands who sell products on Amazon (1P and 3P) ○ Those who do not (i.e. insurance) ● Management options: ○ Amazon managed ○ ESS managed ● Best for: ○ Advertisers who want to programmatically buy display & video ads at scale ○ Brands that want to expand their customer reach beyond Advertising Console capabilities ○ Brands that cannot sell their product through Amazon but want to leverage Amazon Audiences Who Can Use DSP?
- 13. Reach your audience on: ● Amazon website ● Fire TV ● IMDb ● Freedive (IMDb Streaming) ● Kindle ● Apps ● Published Partners ● Third Party Exchanges Building Your Brand Off-Amazon
- 14. Tinuiti’s Amazon DSP Strategy: Crawl, Walk, Run
- 15. Purchase Decisions are not Linear Tinuiti’s Amazon DSP Strategy Searches for Product Reads detail page and reviews Compares Brands Adds to Cart or List Purchase in store Writes a review Tells a friend Subscribe & Save Considers or Purchases brand again Customer sees ad Consideration Purchase Advocacy LoyaltyAwareness
- 16. Lifestyle segments Reflects broad interest groups such as ● “Recent Movers” ● “Home Owners” ● Upper Funnel Awareness 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 In-market segments Customers searching or browsing for certain kinds of products ● “Bedding” ● “Comforters” ● Mid-funnel Consideration Tinuiti’s Amazon DSP Strategy
- 17. Grow Brand Awareness ● Upper-funnel, visibility ● Attract attention to your brand Increase Consideration ● Mid-funnel, engagement ● Consider your product over a competitor Drive Purchases ● Low-funnel, highest intent ● Re-engage customers to win back the sale Setting Your Campaign Goal Tinuiti’s Amazon DSP Strategy Grow Brand Awareness Increase Consideration Drive Purchases
- 18. Layering in customer demographic data to targeting shoppers: ● Geographic location ● Gender ● Age Leveraging Customer Data to Target Shoppers Tinuiti’s Amazon DSP Strategy
- 19. Client Scales DSP Strategy to Increase Total Percentage of Purchases New to Brand to 84% 84% Total Percent of Purchases New to Brand 11.65 Total ROAS for Retargeting 3,000,000 Total Detail Page Views Tinuiti’s Amazon DSP Strategy
- 20. ● Distribute advertising efforts across upper and lower funnel campaigns ● Target upper funnel segments with large audiences ○ We used upper funnel campaigns to drive new customers to our product detail pages (from In-market segments) ● Created retargeting campaigns to target lower funnel audiences ○ We then followed up with shoppers (if they didn’t purchase) Driving Upper & Lower Funnel Campaigns Tinuiti’s Amazon DSP Strategy
- 21. ● Repeat Purchasers - Target customers who have purchased your products in the past but not recently ● Product Remarketing – Retarget shoppers who viewed your promoted products but didn’t convert. ● Pixel Based – Shoppers who visit your brand’s site. ● Similar Product Remarketing –Reach shoppers browsing products similar to yours. “Having the capability to retarget customers gives us the opportunity to target past shoppers and stay top of mind as well as prospect in an effort to gain new customers.” Different Retargeting Options on Amazon DSP Tinuiti’s Amazon DSP Strategy
- 22. DSP Consumer Journey & KPIs Impressions (eCPM) Click-Throughs (eCTR) ROAS (eCPP) AWARENESS CONSIDERATION PURCHASE Cumulative Reach DPV View-throughs ATC View-throughs CTR DPV Click-throughs ATC Click-throughs Purchase Event Click-throughs Purchase Events Product Units Sold Product Sales Total SnSS (promoted + BH) Total Product Sales (promoted + BH) #% #% #% Percent of Budget Example:
- 23. How to build your campaign structure relative to the size of your catalog ● Larger catalogs ○ Breakdown by product category ● Smaller catalogs ○ Breakdown by individual product ● Upper funnel strategy ○ Correlate audiences with product category ● Lower funnel strategy ○ Product specific audiences New Catalog Segmentation Tinuiti’s Amazon DSP Strategy Tinuiti’s Amazon DSP Strategy
- 24. Seasonality ● Pulse more budget into targeting tactics based on time of year and high seasons Create Events ● Create events throughout the year to engage the consumer through creative messaging. (Ex: Prime Day, Back to school, Father’s Day) Seasonality & Upper Funnel Pulses Tinuiti’s Amazon DSP Strategy
- 25. 1. Set goals and clear KPIs for your DSP ads 2. Identify your audiences 3. Choose strategic creative ad formats 4. Build out and execute your campaign 5. Test, analyze, and optimize 6. Do it all again! Order of Operations For Amazon DSP
- 26. Different Creative Ad Types - Specific to Consumer Behavior
- 27. Desktop and Mobile Display Ads Mobile Interstitial (full-screen) Ads Ad Format Options Mobile Banners Ads In-stream Video Ads
- 28. Dynamic E-commerce Creative Model Shows your potential or returning customer an ad type based on their past purchasing behavior
- 29. Dynamic E-commerce Ads Optimizes between various creative elements to drive the best performance for your e-commerce creative and the end customer.
- 30. 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.
- 31. 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
- 32. 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) More than 34 million monthly active users worldwide
- 33. 2020 Audience Updates for Amazon DSP
- 34. 2020 Updates For Amazon DSP Campaigns On January 1, 2020, Amazon will be updating pricing for Amazon audiences used in Amazon DSP display campaigns. The Amazon DSP audience fee is a cost per one thousand, or CPM, applied to Amazon audience segments.
- 35. Key Takeaways Prevent stagnant and slow brand growth by running a full-funnel Amazon advertising strategy that’s right for your brand. Set your goal, identify your audience and placements, execution of campaign build-out, analyze and optimize. After your bottom of the funnel is secured, identify which specific audiences make the most sense for your brand to expand reach
- 36. Schedule Your 1:1 Amazon Marketplace Strategy Evaluation
- 37. Live Q&A Evan Walsh Sr. Programmatic Analyst Katie Davis Coordinator, Marketplace Support
- 38. Webinar Calendar
- 40. THANK YOU!