How Any Brand Can Leverage Amazon DSP Targeting

For a lot of brands, Amazon DSP seems unattainable. You may wonder how you could possibly take advantage of this powerful advertising opportunity. Don’t give up hope. Amazon DSP advertising is possible; we’ll explain how.

Accessing Amazon DSP

While brands can’t access Amazon DSP directly, they can go through an advertising agency like Buy Box Experts or through Amazon’s managed services. Going through Amazon’s managed services requires a brand to spend $35k minimum, but going through an agency like Buy Box Experts allows a brand to spend much less and increase their sales.

To get started with Buy Box Experts, simply request a free Amazon account assessment. We’ll personally audit your account, find advertising opportunities, and show you how to use Amazon DSP for a greater ROI.

Common DSP Myths

Perhaps the strongest DSP myth is the idea that Amazon DSP is only designed for large companies or companies that will dedicate large amounts of their overall budget to advertising efforts. The truth is that even developing brands can benefit from Amazon DSP.

For instance, an upcoming brand with a tight advertising budget can use Amazon DSP to focus on a smaller, more targeted audience. Think of it like this: they’re spending money on the potential customers who will actually spend money, giving them a higher ROI.

Other false beliefs include:

Amazon DSP is only available for brands that don’t already have an off-Amazon DSP.
The platform only supports a limited amount of inventory or Amazon-centric inventory.
It is only for top-of-funnel advertising and brand awareness.
A brand needs to sell on Amazon to have access to Amazon DSP.

When to Invest in Amazon DSP

Your brand should consider Amazon DSP if your goals involve any of the following:

Having an effective product launch – whether you want to gain traction with a new product launch or release new seasonal products, DSP can increase product discoverability and accelerate sales growth.
Increasing traffic to specific products – use DSP to direct potential customers to product detail pages.
Increasing share of voice through new customer acquisition – Want to increase the customer base? DSP can help find new customers through audience-based data. Choose to target audiences based on lifestyle, demographics, and more.
Retargeting existing and potential customers – The audiences feature also allows brands to target customers through context, in-market, or ASIN-based data.
Taking market share – Use DSP’s retargeting efforts to reclaim customers.
Improving Year Over Year growth – If YOY growth has slowed, DSP may be the push your brand needs to get over a sales plateau because it can introduce entirely new customers to your products, thanks to Amazon’s data.

How to Maximize Amazon DSP Targeting

A brand can get a strong return on ad spend by implementing the following Amazon DSP strategies.

Focus on the Bottom of the Funnel

One of the best Amazon DSP practices is to retarget low-funnel customers—they’re low-hanging fruit. Focusing efforts on bottom-of-the-funnel leads can bring the highest return on ad spend because these leads are potential customers who have either 1) done their research and know extensively about the product or 2) purchased from the brand previously, making them already familiar with the company.

Leverage Both PPC & Amazon DSP

PPC and Amazon DSP work together harmoniously. Amazon DSP can be used to send new users to a product, then PPC can be used to capture those new users. With the newly gathered PPC data, brands can then hone in on DSP retargeting efforts by focusing on the individuals who showed interest in the product or even purchased it. It’s a winning cycle.

Remember to set the right goals when it comes to Amazon PPC. Check out this article to learn more about setting up PPC campaigns for success.

Additionally, brands can use Amazon DSP to target individuals who are in the market for a specific product or have been interested in a competitor’s ASIN. Using Amazon DSP this way helps the brand reach potential customers and lure them away from the competition.

Best Amazon DSP Practices for Q4

Brands may find that using Amazon DSP gives them a competitive edge during Q4.

At Buy Box Experts we recommend running DSP ads 30–45 days prior to the big sales days of the year (Prime Day and Thanksgiving weekend, which includes Black Friday and Cyber Monday).

A brand can use DSP during these times to increase awareness and build up a bigger customer base. Through DSP, a brand can also retarget potential customers in the consideration stage, helping them “seal the deal” during the holiday sales when the prices may be lower.

Conclusion

No matter their size or advertising budget, any brand can use DSP—and it’s well worth the investment. Most brands experience favorable returns after using DSP with some reporting high total ROAS. To learn what DSP can do for your brand, request a free Amazon account assessment. Buy Box Experts will comb through your account and specifically show you how DSP can enhance your advertising efforts.