Originally published on August 24, 2020, updated June 16, 2023
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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.
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.
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:
Your brand should consider Amazon DSP if your goals involve any of the following:
A brand can get a strong return on ad spend by implementing the following Amazon DSP strategies.
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.
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. 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.
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.
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.
Originally published on August 24, 2020, updated June 16, 2023
This post is accurate as of the date of publication. Some features and information may have changed due to product updates or Amazon policy changes.
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