Unlock the Full Potential of Amazon DSP Campaigns
Did you know Amazon DSP can be optimized like Meta and Google Ads? Let's explore the types of campaigns you can create and how to maximize their potential:
Step 1: Add the Amazon Tag to Your Website
Like the Meta and Google Ads pixels, the Amazon Tag helps you understand your customers - who they are and what they buy.
Campaign Opportunities with Amazon DSP
If you’ve achieved over 50 conversions in the past 30 days, you can run the following campaign types:
ROAS & Total ROAS Campaigns: Total ROAS includes revenue from both advertised and promoted ASINs.
Cost-per-Action (CPA) Campaigns
Combined ROAS Campaigns: Includes revenue from all promoted ASINs on and off Amazon.
Set targets for ROAS, T-ROAS, C-ROAS, or CPA and design campaigns strategically. Here are additional options to enhance your campaign performance:
Use on- and off-Amazon placements in separate campaigns or ad groups for optimal testing.
Implement pincode-level targeting to focus on high-performing regions.
Leverage contextual targeting similar to product targeting.
Exclude specific ASINs from being considered as promoted ASINs for conversions.
Tap into Amazon DSP’s extensive audience opportunities, surpassing those on Meta and Google Ads.
Additional customization features include:
Frequency control and daily budget options.
Accelerated pacing and CPM capping.
Dynamic creative options showcasing reviews, ratings, and offers, or opt for custom creatives.
Optimizing Campaigns and Ad Groups
To achieve the best results, you can optimize at various levels:
Campaign, Ad Group, Audience, Placement, and Product levels.
Metrics to monitor include impressions, ROAS, NTB, and off-Amazon sales.
Optimization Metrics to Consider
Start with CPMs and viewable CPM.
Focus on cost per DPV (Detail Page View) rather than CPC.
Evaluate cost per add-to-cart and add-to-cart rate %.
Monitor brand search cost and rate %.
Analyze conversion rate % and cost per conversion.
Assess ROAS, ACOS %, NTB revenue, and repeat revenue share %.
For video campaigns, track completion rates % and cost per completion.
For website traffic campaigns, monitor off-Amazon sales and ROAS.
Why Some Campaigns Fail
Amazon DSP underperforms for advertisers who overlook granular targeting and strategic optimization. However, when executed correctly, Amazon DSP - powered by transactional customer data - can deliver exceptional results.
It's time to unlock the full potential of Amazon DSP for your business.
DM us today to get started with your Amazon DSP journey.