With eAccountable’s recently acquired seat for Amazon DSP, we are able to offer our clients a fantastic opportunity to leverage Amazon’s customer data to drive leads directly to websites.
Brands need to seriously consider this, as Amazon has more customer-focused data than any other DSP on the market (we’ll get to that later).
To take a step back, however…
What is a DSP?
A Demand-Side Platform (DSP) is a technology platform used by advertisers and agencies to buy digital advertising inventory from multiple sources through a single interface. DSPs automate the process of purchasing ad space in real time, allowing for more efficient and effective media buying.
Visually, it’s a lot of these “annoying” ads you see across the internet when browsing sites, like ESPN. They look like this:
And this…
And this…
Why would anyone want to advertise like this, and why would you want to use Amazon’s DSP?
As mentioned above, Amazon has more customer data than any other website. They have insights into purchase behaviors, customer likes and interests, age, location, income, and much more.
The problem with these ads is they’re often irrelevant and feel “random”. They don’t feel targeted towards you – what you like, want, and need.
This is where Amazon comes into play. Because of that data, and because of that deep customer insight, Amazon can hyper-target based on thousands of available audiences – increasing the likelihood of a click, and ultimately a conversion.
Amazon’s DSP provides various options for targeted advertising:
- In-Market: Target ads relevant to people who habitually buy from a particular category.
- Lifestyle: Target ads relevant to a particular stage of life, i.e. college, new homeowners, etc.
- Behavioral: Target consumers who have carried out activities such as browsing or clicking.
- Demographic: Target consumers that fall into specific age groups or characteristics.
- Device: Target consumers at specific user devices such as make, OS, and type.
- Contextual: Target consumers based on what they’re browsing right when the ad is served.
- Audience Lookalikes: Create lookalike audiences across the platform.
- Retargeting: Target ads to people who view your PDP but don’t initially convert.
- Advertiser Audiences: Create custom audiences using your own first-party data.
We can overlay multiple targeting types to create the highest likelihood of success.
For instance, if you sell Women’s Shampoo, you may already know that women aged 18-34 are your most likely customers and that they often shop on their phones. They tend to live in urban areas and have a few specific competitors they prefer.
Through DSP – those specific segments can be targeted in one custom audience.
But what if all you know is that they’re generally women? And you have no clue what else they do, how they, behave, etc.?
DSP will be the lever to gather that information. Through DSP, we can identify those important pieces of information, such as:
- What their demographics are
- How they behave when browsing
- What competitors do they like
- How often do they buy your kind of product
- If they’re married or have kids
- What they’re doing in their spare time
And so much more…
DSP can cover the entire marketing funnel. From brand awareness to retargeting, you can place ads across the customer journey to maximize full-funnel opportunities on Amazon.
Does it really WORK?
Does all this actually drive conversions? The data says yes.
Brands that use Amazon’s DSP see:
- 21% More new-to-brand sales
- 8% higher sales growth
- 2.5x more ad-attributed PDP views
- 1.9x more subscribe and save customers
- 2.1x more add-to-cart actions
In total, audiences exposed to both DSP and Sponsored Product Ads are 25x more likely to purchase compared to seeing a Sponsored Products ad on its own.
So,
- Do you want to learn more about your customers?
- Do you want to target beyond just keywords?
- Do you want to expand your reach across the web?
Try Amazon’s DSP.
About eAccountable
We are here to help. Reach out to nick@eaccountable.com to take your Amazon marketing to the next level with eAccountable.
Interested in learning more? Contact our expert Amazon team here for a free consultation!