In the minds of many marketers, Amazon ads are the ads that show when shoppers search for products on the site. Most notably, Amazon Sponsored Products and Sponsored Brands provide consumers with the opportunity to reach out to them while conducting purchase research.
This type of advertising is a great way to reach consumers who know exactly what they want to buy and are searching for it. The advantage of these ads is that shoppers have to search for the brand’s target keywords on Amazon to see them.
However, how can marketers use Amazon's reach and database to reach consumers outside of Amazon?
To make a product more widely known, other marketing methods are needed. Consumer goods companies such as Amazon DSP Advertising are rapidly adopting these solutions.
First of all, what is a DSP?
Marketers can buy digital ads through automation through demand-side platforms (DSPs) with minimal friction, meaning they can reach and scale customers. Direct integrations with publishers, supply-side platforms (SSPs) and ad exchanges are all options for advertisers to access publisher inventory.
DSPs enable marketers to set goals and bid rules for evaluating ad inventory in real-time—some DSPs can evaluate thousands of ads per second. When the DSP detects the number of ad impressions the marketer wants, it bids on the advertiser's ad. DSPs work hard to get these ad impressions with other marketers with the same goals. The DSP delivers one of several ads corresponding to the campaign to the highest bidder.
Due to programmatic inventory sources, a large number of impressions can be delivered in real time. Since there may be multiple ad boxes on a webpage, multiple ads are auctioned on each load. Chances are you've triggered hundreds of ad auctions through your DSP.
Small marketing teams can easily buy large numbers of ad impressions through a DSP.
How Does Amazon DSP Advertising Work?
Amazon's demand-side platform allows advertisers to effectively promote their products, services or brands online through display, video and audio ads.
Advertisers can gain exclusive access to audiences on Amazon-owned sites by using Amazon DSP ads. Amazon Publisher Services and third-party exchanges provide inventory to sites like IMDB and leading publishers.
Amazon Advertising is available for brands that sell on Amazon and those that don't. Through the service, brands can reach an exclusive audience to expand their presence on and off the site.
What's the best way for brands to get started with Amazon DSP?
After optimizing all other ad types, it's important to revise your Amazon Advertising strategy. If your company spends at least $25-30K per month on Amazon Advertising (depending on category), we recommend integrating Amazon DSP into your strategy.
Our advice is to start using dynamic ads slowly and figure out which audiences and placements work best for you.
Benefits of Amazon DSP Advertising
The common misconception that Amazon-hosted DSP advertising is just synonymous with Sponsored Display Advertising is dispelled by highlighting the uniqueness of DSPs. Let's examine the advantages of Amazon's DSP to see why these ads are so compelling.
Unique targeting options
Compared to Amazon PPC advertising , Amazon DSP offers many targeting options , including interest audiences, lifestyle, remarketing, contextual audiences, and lookalike audiences. A list of more targeting options is very valuable to Amazon sellers who know that reaching a larger audience is critical.
Take your business beyond borders
Most importantly, DSP users can show ads to relevant potential customers inside and outside of Amazon. Additionally, they can create cross-channel campaigns to encourage sellers to engage in cross-channel shopping. As a result, customers will be able to view ads anywhere and be directed to a platform where they can buy advertised products.
Access Amazon DSP Inventory
In their view, access to Amazon's DSP inventory is the key to success. Amazon collects data from three sources to support its DSP targeting technology with accurate information about customer behavior:
Property managed and owned by Amazon
Amazon Publishing Services
Communication between third parties.
In addition to such a large amount of data, advertisers can gain insights into consumers' interests, which, if arranged properly, can allow them to target the right groups.
Performance analytics for audience insights and campaigns
Fortunately, users of the Amazon DSP platform get additional benefits from such ads. Advertisers can access data on audience insights, campaign performance and DSP advertiser buying behavior. The report details customer behavior before, during, and after the event. Metrics included in the report are the number of items added to the cart, total spend, etc.
It reaches an advertiser's target audience and is the most effective way to determine where a customer ends their search before making a purchase.
Amazon DSP Ad Specifications
As a term, Amazon DSP ads represent a variety of ads served across a variety of platforms and devices. The size and specifications of Amazon DSP ads are a requirement for DSP advertisers. It outlines all the required details, creative guidelines, and ad sizes and ad formats for ads to appear on each device.
raise popularity of brand
Due to the importance of branding, the paragraph on the advantages of Amazon DSP advertising should not be the last on the list. DSP is as focused on increasing brand awareness as branding.
Customers may forget what they wanted to buy, they need a reminder, for example, they may not return to Amazon for a while. Compared to branding, DSP can remind your audience of your brand. Additionally, it allows you to promote your brand on third-party platforms to new audiences who have been researching networks for your competitors' products.
Advertising agencies can leverage Amazon's DSP to automatically or manually optimize campaigns based on specific goals. Auto-optimization updates bids based on the campaign's goals to show ads on the most relevant sites in the most appropriate format.
Additionally, each impression is automatically analyzed against set goals, using up to 500,000 predictive models related to Amazon customers' shopping patterns.
Advertisers can also manually update many aspects of their campaigns, including budget, supply, audience, bids, and frequency capping. Ad alternatives include standard images, videos, third-party ads, and display ads with e-commerce creatives.
Types of Amazon DSP Ads
Amazon DSP ads consist of four types of ads. Depending on the seller's goals, they can choose the most suitable ad type.
static ad type
The purpose of static ads is to prompt viewers to take immediate action. Clicking on an ad will direct customers to your website, your product listing, or any Amazon-branded store that may exist. Static ads have several key characteristics, including a call to action, image, logo, and brand name.
Video ad type
Your company website or product detail page on Amazon is a destination for video ads. The power of video ads lies in their ability to illustrate what a product does, how relevant they are to a particular situation, and how people use them.
Because of its target audience, Amazon automatically selects content based on its dynamic advertising needs. Having this solution is very helpful for advertisers who don't have the time to examine DSP reports and determine which creative assets will effectively drive product sales.
Top Video Ads (OTT)
Ads like these are made specifically for display on TV, like the Amazon Fire TV Stick. The content of these ads does not link to product listings or websites. Instead, they are designed to increase brand awareness.
Costs associated with Amazon DSP
You might be surprised to learn that Amazon DSP's managed service option requires you to have a $35,000 advertising budget. These costs are especially shocking for advertisers accustomed to PPC advertising. Ad format, placement, and geographic location all have an impact on cost.
Comparison of Amazon DSP and Sponsored Display Ads
We've finally come to the conclusion that it's time, in layman's terms, the difference between Sponsored Display Ads and Amazon DSP? It's not easy to tell the difference just by looking at them. However, there are some similarities between them.
One of the most important differences in Amazon DSP advertising is its targeting and cost. There are many options for DSP targeting, however, Amazon DSP allows advertisers to choose between targeting by-products and audiences. Also, Sponsored Display offers fewer impressions than Amazon DSP ads.
How do I start advertising on Amazon DSP?
Before launching an Amazon DSP campaign, a choice must be made between managed and self-service.
Managed services are the best option if you want Amazon to handle your DSP management. In this case, at least $35,000 in advertising costs is required. The consulting option offered by Amazon provides various insights, appropriate data, standard services and advertising programs through DSP.
Self-service is the alternative. We mean delegating responsibility to Amazon's self-service certified Amazon Advertising agencies. One of the main advantages of this option involves expert management of the advertising process. In addition, it relieves advertisers of ad performance liability.
Therefore, you should decide on the course of action you will take and stick to it. ,
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