How Amazon DSP Can Transform Your Advertising Campaigns

This article follows the conference “Boost your Reach and ROAS with Amazon DSP”, which we hosted on November 14, 2024. To access the replay, click here.

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1. Prepare your catalog to ensure the success of your advertising campaigns with Amazon DSP

Before any advertising activation, it's crucial to ensure your product pages are flawless. Why? Because every DSP campaign will drive qualified traffic to your pages. If those pages don't convert, you'll waste your budget.

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The three pillars for optimizing your catalog with Amazon DSP

1. Optimized titles :
   Titles should be descriptive and include relevant keywords that consumers are searching for. They should be concise while clearly explaining the nature of the product. For example, for an electric toothbrush: "Electric Toothbrush - Rechargeable - Whitening Mode".
   
   
2. High-quality visuals :
   Images should be professional and show the product from different angles. If possible, include infographics or explanatory diagrams. Also add a short video (10 to 15 seconds) highlighting the product's main benefits.
   
   
3. Benefit-oriented descriptions :
   Rather than focusing solely on technical specifications, emphasize the benefits for the customer. For example, instead of "2-liter capacity," opt for "prepare meals for the whole family with a large 2-liter capacity."
   
   

Tip:
Use Amazon's analytics tools to identify your product pages with low conversion rates. Review your titles, images, and descriptions to optimize their performance before investing in DSP campaigns .

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2. How to use Amazon DSP in a full-funnel marketing strategy

Amazon DSP shines when integrated into an advertising strategy that covers all stages of the customer journey. But how do you deliver specific messages to each phase of the funnel?

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Structuring a programmatic advertising campaign with Amazon DSP

1. Awareness :
   At this stage, the goal is to increase brand or product awareness. DSPs allow you to distribute videos or display banners on external platforms like Marmiton or Prime Video. This enables you to reach an audience that isn't yet familiar with you.
   
   
2. Consideration :
   Here, you're targeting users who have shown interest in similar products or who have visited your product pages. DSP ads allow you to reinforce their interest by highlighting differentiating elements, such as customer reviews or promotions.
   
   
3. Conversion :
   Remarketing is essential to turning intent into purchase. Users who abandoned their shopping cart or viewed a product without buying can be targeted with tailored messages, for example by offering them a discount or exclusive benefits.
   
   

Tip:
Define specific KPIs for each stage of the funnel. For example, use impressions to measure awareness effectiveness, clicks for consideration, and ROAS for conversion.

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3. Personalize your advertising campaigns with Amazon Marketing Cloud and Amazon DSP

AMC is a revolutionary tool that allows brands to combine Amazon's audience data with their own insights. The goal: to optimize your DSP campaigns and adjust strategies based on consumer behavior.

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AMC use cases for brands:

1. Path to Conversion :
   The "path to conversion" analysis identifies the advertising formats that have the most impact on customers, whether it be display banners, videos or search ads.
   
   
2. Advanced segmentation :
   AMC allows you to create ultra-targeted segments, such as:
   
   
   
   • Consumers who added a product to their basket but did not purchase it.
   • Those who have recently purchased a complementary product.
   • Users who have viewed competing products.
3. Shared insight : A multi-format campaign (video and display) targeting audiences who abandoned their shopping cart tripled the conversion rate of a cosmetics brand.
   
   

Tip:
Regularly analyze AMC reports to understand which segments and formats are performing best. Reallocate your budgets based on performance to maximize impact.

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4. Maximize the impact of your programmatic advertising with Amazon DSP audiences

One of the major advantages of Amazon DSP is the ability to reach consumers on external platforms such as Marmiton, Voici, Twitch…. This diversification of touchpoints is essential to capture users' attention in different contexts.

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Amazon Ads advertising formats to use to capture key audiences:

• Twitch : Ideal for brands targeting a young and connected audience, particularly in the fields of gaming, technology or energy drinks.
• Marmiton : An essential platform for food brands wishing to reach consumers seeking culinary inspiration.
• Prime Video : Perfectly suited for premium or branding campaigns, especially for high-end products or new releases.

Tip:
Test different platforms for your DSP campaigns. Track performance on each channel and focus your budget on the formats and audiences that generate the most engagement or conversions.

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5. Optimize your Amazon advertising campaigns with the DSP console

We cannot overemphasize the importance of rigorously monitoring DSP campaigns. Once your campaigns are launched, it is essential to make continuous adjustments to maximize their effectiveness.

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How to use the DSP console to manage your ads on Amazon

1. Set clear KPIs :
   Each stage of the funnel should have its own performance indicators, such as impressions, click-through rate or ROAS.
   
   
2. Analyze the results weekly :
   Identify underperforming audiences or formats and reduce their budget. Conversely, reallocate more resources to the highest-performing segments.
   
   
3. Conduct A/B tests :
   Our advice: allocate 10 to 15% of your DSP budget to regular testing. This will allow you to experiment with new audiences or formats without risking compromising your main objectives.

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In short

Amazon DSP offers unique opportunities to achieve your advertising goals, whether it's increasing brand awareness or improving conversions. By incorporating the best practices shared in this article—from optimizing your product listings to leveraging Amazon Marketing Cloud—you'll be able to get the most out of this powerful platform.

The key to success lies in a well-thought-out strategy, grounded in data analysis and constant adjustments. Are you ready to take action?

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I'm discussing it with our team

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