Whether your brand is new to DSP, have a few campaigns under your belt, or consider yourself a seasoned pro, structuring your approach based on maturity and goals can unlock its full potential. Consider it a late holiday gift: our Programmatic Strategists are breaking down a phased strategy to help advertisers navigate Amazon DSP — from the basics to advanced tactics — tailored to where you are in your advertising journey.
The Basics of Getting Started with Amazon DSP
If you’re stepping into the world of Amazon DSP for the first time, you’re likely asking: “Where do I start?” The good news is that even small steps can lead to meaningful results. Here’s how to lay a strong foundation.
Dipping Your Toe into DSP
Amazon DSP is your gateway to programmatic advertising, allowing you to target audiences on and off Amazon using precise data. For beginners, starting small and strategic is key.
Focus on previously untapped audiences: Amazon overlap reports provide valuable insights into consumer behavior. Use this data to identify untapped audiences. Running them can help pinpoint audience segments you’re not currently reaching. By targeting these groups, you can maximize reach without overspending.
Low-cost testing strategies: Start with straightforward options like contextual targeting or in-market targeting. These approaches are cost-effective and provide insights into what resonates with your audience.
Three-Month Framework for DSP Beginners
Lay the groundwork with clear timelines and goals:
Month 1: Test and Learn
- Use overlap reports to identify affinity-based audience opportunities.
- Run initial campaigns focused on sponsored display ads such as in-market. Additionally, run retargeting or AMC audiences to ensure you’re capturing any demand created.
Month 2: Analyze and Optimize
- Evaluate performance using AMC insights.
- Adjust targeting based on low-performing segments or high-overlap audiences.
Month 3: Expand Incrementally
- Introduce new audiences identified through AMC analysis.
- Test creative variations to refine messaging.
Expanding Efforts: Intermediate DSP Strategies
If you’ve been running campaigns for a while, it’s time to level up. Intermediate advertisers often find success with a focus on diversification and scaling to reach new levels of engagement.
Diversifying Media Formats
Sticking with just direct-response ads limits your potential. By incorporating video and streaming formats, you can capture more engaged and valuable audiences.
Online video and streaming TV: Video content is a highly effective way to build brand awareness and tell your story - video advertising increases brand recall up to 80%. Amazon DSP makes it easy to expand into connected TV (CTV) and online video, where viewers are more likely to remember your message.
Scaling Your Campaigns Effectively
As mentioned above, scaling requires more than just increasing your ad spend. Intelligent scaling means identifying growth opportunities without diluting your results.
Leverage AMC audiences: By analyzing AMC reports, you can uncover affinities or lookalike audiences that align closely with your current customers.
Refine through overlap analysis: Audience overlap reports can help pinpoint segments where you’re saturating, allowing you to shift focus to new or underutilized groups.
Advanced DSP Tactics for Scaling and Innovating
When you’re ready to go all in on DSP, there are several cutting-edge tools that let you innovate and scale:Interactive Prime Video ads: These ads drive engagement by letting viewers interact directly with your brand’s content.
Fire TV integration: Reaching audiences through Fire TV placements can amplify your campaigns, especially during high-traffic seasons like Black Friday.
These tactics are perfect for brands looking to make a memorable impression on their audience.
Pushing the Limits of AMC Audiences
AMC audiences aren’t just for beginners. Advanced users can dive deeper into customization and insights.
Custom segments: Tailor campaigns with precision by creating highly specific audience groups based on AMC data. At Code3, an advertiser used AMC to identify a previously unknown affinity for eco-friendly products, resulting in a 25% increase in CTR after campaign adjustments.
Choosing the Right Strategy Based on Your Goals
No matter where you are in your DSP journey, the right strategy always ties back to your goals.
- Saturating search audiences? Expand with in-market targeting or explore untapped audiences through AMC.
- Looking for innovation? Experiment with advanced formats like CTV ads or Prime Video interactive placements.
- Ready to scale? Use overlap reports and audience affinities to identify new growth areas while maintaining strong ROI.
Transitioning between maturity phases doesn’t have to be daunting. With each step, focus on the data-driven insights DSP provides to guide your growth.
Amazon DSP offers a world of opportunities for advertisers at every level. By tailoring your approach to your current maturity and goals, you can maximize results, whether you’re just starting out, looking to expand, or ready to innovate.