Find out how in order to use Amazon's demand-side platform to focus on your customers anywhere they are online.
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July 10, 2019 6 minutes read
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One particular of the most significant opportunities to extend your advertising reach on and off Amazon is to participate within Amazon’s demand-side platform, Amazon DSP. With Amazon DSP, brands can target shoppers instantly as they search the internet. This approach allows brands to reach clients on and off Amazon through programmatic display commercials.
Through Amazon . com DSP, Amazon can partner with third-party sites in order to place ads across the internet. Because these ads can show on Amazon . com and on other sites, brands can exponentially increase their reach through Amazon DSP. These ads can show in the following placements: desktop computer and mobile web display ads, mobile banner advertisements, mobile interstitial ads, and video ads.
This choice might be the great opportunity for you if your brand can be awareness-driven and you value the reach of your ads over the initial return. This isn’t in order to say you won’t see a return out of your advertising efforts through Amazon DSP, but your expectations should be much different from your own expectations of the search marketing efforts. Search advertising seeks to increase awareness and sales from those who are already searching on Amazon to get products like yours plus are therefore likely to convert. With DSP, a person can reach customers all through the purchase cycle using a variety of retargeting and programmatic display strategies. You might be targeting a consumer who’s very early within the research process, who was a cart abandoner on your website, or even who’s of a specific demographic that is of interest to you and your own brand. Targeting based on demographics or interests can lend itself to more of a brand-awareness play.
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Many companies use DSP primarily in two ways: programmatic screen ads and retargeting ads. Through programmatic display advertisements, brands can reach a larger audience both on and off Amazon simply by targeting specific audiences and segments with real-time bidding. Brands can also make use of DSP to reengage site/page visitors, cart abandoners, plus past purchasers by putting pixels on their very own websites to track absolutely free themes. Amazon Advertising can furthermore track and engage customers based on the ASINs they seen and/or purchased on Amazon . com.
Now let’s look more closely from programmatic display and retargeting ads in DSP.
Programmatic display strategies
Amazon DSP allows advertisers to target different audiences on and away Amazon through Amazon-exclusive sites (Amazon and IMDB), Amazon Publisher Services, and open exchanges such as AppNexus, Rubicon, and OpenX. You may build audiences to focus on making use of Amazon’s first-party data, which provides insights into shopping behaviors on Amazon-owned and -operated properties.
Additionally, you can target specific segments of buyers. For instance , if your brand sells high-end purses, you might want to focus on the fashionista lifestyle segment or maybe the health, beauty, and fashion in market section. The types of sections available to target include:
- In market : customers who are browsing in a specific market (e. g., parents shopping for infant products)
- Lifestyle : customers that are in broad categories depending on their interests (e. gary the gadget guy., pet lovers)
- Demographic : clients who fall into specific categories based on their characteristics (e. g., age group, gender, income, etc. )
You can layer multiple segments on top of each other to produce an unique targeting technique. Inside the DSP interface, a person can also view the estimated reach of each segment defined in terms of estimated quantity of impressions per day.
DSP also allows you to retarget shoppers who’ve frequented your website or seen your products on Amazon. You are able to reach and reengage existing customers through -pixel and ASIN retargeting. Along with pixel retargeting, you may track your clients with pixels that are placed on your brand’s website and connected to your DSP account; you can then adhere to customers off and on Amazon in order to show them ads pertaining to your product. ASIN retargeting is similar to pixel retargeting for the reason that you can target existing customers away from Amazon, but instead associated with tracking them via the pixel on your website, you’re tracking them from their initial viewing of your product detail page on Amazon.
There are a range of ways to make use of DSP’s retargeting capabilities to develop brand awareness and enhance sales. Some of the particular most common retargeting techniques include:
- Targeting cart abandoners : Reengage website visitors who seem to added a product to their cart but didn’t buy the product within a particular time frame.
- Cross selling : Target past purchasers or site guests by promoting complementary items or new versions of products.
- Increasing brand awareness : Reengage previous site website visitors to promote brand value and influence them using calls to action.
- Highlighting cool product launches : Target previous purchasers or site visitors plus announce a new item they may also be serious in.
- Reminders for renewals : Reengage previous customers when the product they purchased reaches the end of the life cycle, and remind them they’ll need in order to purchase again soon.
Amazon . com DSP data and supply resources
Amazon uses their first-party data to target particular consumers based on their own shopping behaviors and passions. You can build off this particular data by adding any kind of data you might have on your own existing customers through email lists.
There are three primary supply sources Amazon allows you to choose from when environment up your ads on DSP. You can possess your ads run upon Amazon-owned and -operated websites, Amazon Publisher Services, and open exchanges. Amazon-owned and -operated sites include Amazon and IMDb. Amazon Publisher Services consists of direct publisher inventory for high-visibility impressions. Open exchanges are usually real-time bidding exchanges, which includes sources such as AppNexus, Rubicon, and OpenX.
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