PPC advertising reaches the limit at some point and reaches fewer new customers than you would like. The mere fact that it is based on the search and purchase intent of customers is one factor for this. But how can you deepen your advertising and continue to completely promote the sales funnel? Amazon offers you an excellent solution for this with the DSP console. If the products rotate too little, you must choose a longer viewing period or another strategy. If you meet all requirements, Amazon DSP is a useful extension for your PPC advertising and another tool to convince customers of your products.

What is DSP advertising?

This works with the collected data from Amazon customers, categorizes them into various target group clusters and therefore offers probably the largest wealth of data for personalized advertising on the Internet.

How does DSP advertising work?

With simple retargeting, you can retarget undecided or existing customers who may not have been able to buy yet, want to compare more products first, or the product wasn't in stock. Audience targeting allows you to bring customers closer to your brand and products and display advertising tailored exactly to their interests. This awakens the desire to buy and increases your sales opportunity. A big advantage is that DSP advertising does not stop on Amazon, but is actively shown to customers over and over again when surfing through the Internet. In this way, the customer can be reached when checking emails, following their favorite club or shopping for the kids and family. And with the products tailored to them. This way, you are one step ahead of your competition and bring potential customers back to your Amazon product page. You can use targeted video advertising, for example. In any case, DSP advertising can create suitable advertising for every customer and create many new touchpoints.

Well, have you become curious? Let us advise you 🙂

More facts and information:

1. Anyone who is willing to spend enough budget can start.
2. Investments here are mostly in the range of 1500-3000€ per month and per product group.
3. The meaningful runtime It depends on your strategy. If you want to increase your reach and brand recognition, it's often worthwhile special events such as Black Friday, Christmas or the Super Bowl in the USA. However, since the ROAS values are not outstanding, but generate many impressions, you must expect long-term amortization. If you want stable performance and good ROAS values, you should choose the retargeting variant and a running time of at least three months choose. Similar to PPC, campaigns only learn and are more accurate the longer they run.
4. However, it is also important good content in the store and on the product detail pages, as advertising is directed at him. Your customers' buying experience is significantly influenced by the existing content of product images, videos and A+. Especially since there is no need to touch, smell and feel, which are decisive for buying decisions in stationary retail stores.
5. Because of this, it is also elementary a certain Trust factor to have. This is offered with a Minimum number of 15 reviews and an average of 4 stars. Among them, Amazon only allows the products if they are launch products without any review.
6. Although the price is less important here, you should keep in mind that impression prices (CPMs) are usually several euros and therefore low-priced products in particular quickly lose lucrativity and should therefore be sold in large quantities. For this reason, it is recommended that Price segments starting at 15€ Select upwards.
7. Equally important is a required number of audiences of the products, i.e. the people who have been on the detail pages for a certain period of time and are potential retargeting customers.