Track Brand Lift with Amazon DSP’s Branded Search Metrics
Ever wondered how effective your Amazon DSP campaigns are at driving brand searches?
Amazon DSP’s Ad Attributed Branded Search is the ultimate tool to measure brand lift for your campaigns!
When you run an Amazon DSP campaign, you can track how many users who saw or clicked on your ads ended up searching for your brand on Amazon. This insight gives you direct evidence of how well your CPM campaigns are driving brand awareness.
None of the other platforms, be it Meta or any OTT, can offer this level of insight. Not even YouTube, despite being a massive search engine itself, can do this.
So, what does this metric offer you?
It’s all about these two powerful KPIs:
Brand Search Rate: Brand Searches / Impressions
Cost per Brand Search: Total Cost / Brand Searches
With these metrics in hand, you can optimize your Amazon DSP campaigns based on:
Which campaigns are driving incremental brand searches
Which target audiences, products, creatives, or even regions are performing better
Which campaigns have a higher Brand Search Rate % or lower Cost per Brand Search
And remember, this is directly attributed to users who were served your DSP ads, not some proxy measurement!
If a user searches for your brand on Amazon within 14 days of seeing your ad, that search is attributed to your campaign.
So, don’t just run DSP campaigns, track and optimize them using these insights to maximize your brand’s reach and impact.
Thinking of running a DSP campaign? Or already running one? Make sure to track Brand Search Rate % and Cost per Brand Search to see how much brand lift your campaign is generating!
Stay tuned for more AMC & DSP updates - https://lnkd.in/d3SYuuyN