Smart Audience Exclusions for Efficient Amazon DSP Campaigns

How often do you exclude audiences in Amazon DSP?

If you're not using audience exclusions effectively, you're likely wasting ad spend on users who've already seen your ads multiple times without converting.

Let’s explore how combining Amazon Marketing Cloud (AMC) and DSP can help you create exclusion audiences, keeping your campaigns sharp and efficient.

Here’s a pro tip: Exclude users who’ve had 7-10 Viewable Impressions in the past 30-90 days (depending on your conversion window). With AMC, you can create this audience and set it up as an exclusion in your DSP campaigns.

But the real power? AMC keeps this audience automatically updated. That means you’re consistently excluding the right users in real time, maximizing the impact of every dollar spent.

Not sure about the difference between an Impression and a Viewable Impression? Let’s break it down:

• Impression: Your ad is served, but it could be below the fold, unseen by the user.

• Viewable Impression: The user has seen at least 50% of your image ad for 1 second, or 2 seconds for video ads.

Now, imagine excluding users who've seen your ad enough times but haven’t taken action, this keeps your campaigns lean and avoids wasting valuable impressions.

In addition to Viewable Impression exclusions, consider also excluding:

1. On-Amazon Purchasers

2. Off-Amazon Purchasers using your first-party data in AMC

You’ll be surprised at the ad spend you can save by implementing these hygiene checks.

Bonus tip: Hector helps you seamlessly upload first-party data into AMC, powered by Amazon Web Services (AWS). Give me a shout if you need help in uploading first-party data

Remember: Every penny saved is a penny earned. Let's maximize your DSP campaigns by excluding the right audiences.