Amazon DSP

Amazon DSP Retargeting Ads: Engage and Convert Shoppers

Archit Arora

08 Dec 2023

If you are selling on Amazon, having a well-crafted remarketing strategy in place becomes crucial.

Imagine re-engaging with potential customers who showed interest but didn’t make a purchase or subtly nudging those who browsed or interacted with your brand or a competitor’s product but left without converting, opening an opportunity for you to make them aware of your product.

In this blog post, we will delve into

What is Amazon DSP?
Difference between Amazon Sponsored Display and DSP Retargeting ads
Different remarketing targeting options available in Amazon DSP and their best practices
How to create a DSP remarketing campaign?
How to manage DSP Retargeting Ads?

What is Amazon DSP (Amazon Demand Side Platform)?

Amazon DSP, short for Demand-Side Platform, offers advertisers an efficient way to purchase ad space programmatically across the internet, spanning both Amazon and external sites. Rather than engaging in manual negotiations with individual website owners, Amazon DSP facilitates automatic bidding through real-time auctions, streamlining the process. The platform provides access to a vast inventory of ad space on popular websites like Twitch and IMDb, allowing advertisers to reach a broader audience compared to traditional methods.

One of Amazon DSP’s strengths lies in its robust targeting capabilities, enabling advertisers to tailor their ads based on demographics, interests, shopping behaviors, and even households. This precise targeting ensures that ads are presented to individuals who are most likely interested in the advertised products or services.

Check out our Amazon DSP ultimate guide to learn more about how it works.

Difference between Sponsored Display and Amazon DSP Retargeting ads

Sponsored Display Ads primarily target product-based audiences, focusing on views remarketing (users who viewed product pages) and purchases remarketing (users who bought products). In contrast, Amazon DSP provides more detailed and varied targeting options. It allows advertisers to target audiences based on demographics, lifestyle, purchase intent, specific product views or purchases, lookalike audiences, and more.

A notable distinction lies in the control over audience creation and exclusion. Amazon DSP offers advertisers the freedom to tailor their audience pool for remarketing, enabling them to exclude specific audiences from campaigns. This level of control makes it easier for advertisers to implement cross-selling and upselling strategies. For example, with DSP, advertisers can retarget individuals who purchased a specific ASIN from their catalog (ASIN 1) while excluding those who bought a different ASIN (ASIN B). This flexibility in audience management sets Amazon DSP apart in providing more strategic and nuanced remarketing options compared to Sponsored Display Ads.

Types of DSP Remarketing Ads

Let’s explore the different types of remarketing options available in Amazon DSP.

Product Views Retargeting ads.

This type of remarketing focuses on potential customers who have viewed your product detail page on Amazon but didn’t make a purchase. By targeting these individuals, you can re-engage their interest and entice them to reconsider making a purchase.

Example: A skincare brand can show ads with exclusive discounts to people who have viewed their facial cleanser in the past 90 days but didn’t make a purchase.

Product-purchased retargeting ads

This remarketing ad targets shoppers who purchased one of your products on Amazon. By leveraging their purchase history, you can reach satisfied customers with relevant product recommendations, cross-selling opportunities, or promotional offers.

This strategy can foster brand loyalty and encourage repeat purchases.

Example: A skincare brand might market different products to those who have bought their facial cleanser. Ads featuring complementary skincare items, like moisturizers or toners, could encourage these customers to expand their skincare routine and make additional purchases.

Product Searches Retargeting ads

It allows you to make retargeting efforts to shoppers who have searched for products related to your advertised ASINs on Amazon. While you cannot manually choose specific keywords, Amazon’s algorithm automatically identifies relevant searches, enabling you to reach highly interested shoppers who are actively looking for similar products on Amazon.

Subscribe & Save Retargeting ads

It allows you to target and re-engage existing customers, who have already subscribed to your products through the Subscribe & Save program.

Pixel-Based Retargeting ads

This type of remarketing targets customers on Amazon who have previously visited your brand’s website. By tracking visitors with a tracking pixel, you can effectively reach those who have shown initial interest in your brand and products, reminding them of your offerings and encouraging them to return to your website or Amazon store.

Example: A fashion brand uses pixel-based remarketing to target shoppers who have browsed their website’s collection of summer dresses. By showing ads featuring these dresses on Amazon, the brand can remind potential customers of their interest and encourage them to make a purchase.

Amazon Store Retargeting ads

This type of remarketing extends your reach to shoppers who have viewed products from your brand store on Amazon. By targeting individuals who have demonstrated interest in your overall brand, you can remarket to them your top-selling product, new launches, and more.

Campaign Remarketing ad

It lets you retarget shoppers and viewers who have already seen your ads on various platforms, like Audio, Streaming TV, Twitch, and Display Ads. Considering these are mostly going to be your top-of-funnel ads focused on Awareness, you can launch bottom-of-the-funnel retargeting ads to serve ads exclusively to an audience from those campaigns and capitalize on their prior attention and interest.

How to Setup Remarketing Campaign on Amazon DSP?

Step 1: Click on the Audience tab on the left panel in Amazon DSP Campaign Manager.

Step 2: Click on “New Audience” to create a new audience.

Step 3: Choose the type of audience targeting you want to do, i.e., product, brand, store, etc.

For our example, let’s choose “product”.

Step 4: Next, enter the ASIN from which you want to create the audience. You can add up to 1000 products in one audience group.

Step 5: Select “Audience Behavior,” enter “Audience Name,” and choose the Lookback Window for your target audience.

You can create an audience for product purchases, similar product purchases, product views, similar product views, product searches, subscribe and save users.

For views, you can target the audience from the last 90 days; for purchases, you can target the audience from the last 365 days.

Step 6: Click on the “Save” button.

Once the audience is approved, you can find it in your custom-built audience list.

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How to Manage Amazon Retargeting Ads?

Managing Amazon DSP remarketing Ads is similar to managing any other Amazon ad formats. Experiment with various bid strategies, explore different lookback windows to analyze user interactions, conduct A/B tests for creative elements, and fine-tune audience targeting.

By employing these strategies, you can identify the most effective approach for your product, optimizing the performance of your remarketing campaign and maximizing their impact on potential customers.

Conclusion

In conclusion, Amazon DSP remarketing ads empower marketers to reconnect with engaged audiences to improve conversion and brand loyalty. Understanding their significance and mastering the art of managing remarketing campaigns opens a gateway to sustained customer engagement and revenue growth in the Amazon marketing landscape.

Frequently Asked Questions

What are Amazon Retargeting Ads?

Amazon Retargeting Ads are a key aspect of the Amazon advertising platform, strategically designed to re-target customers who have interacted with your products or visited your Amazon store. These ads employ a personalized approach and target ads based on users’ past behavior and preferences. By leveraging the strength of Amazon Ads, retargeting campaigns aim to boost brand visibility and drive conversions. These ads generally have higher ROAS (return on ad spend) compared to others.

Why Remarketing ads are important?

Remarketing Ads play a pivotal role in re-engaging potential customers who have previously interacted with a product or visited a website. By keeping products top of mind, retargeting efforts enhance brand recall and increase the likelihood of conversions.

What targeting options are available in Amazon DSP?

In Amazon DSP, advertisers have a diverse range of targeting options available. These include lifestyle targeting, contextual targeting, behavioral targeting, demographic targeting, interest-based targeting, etc. Check out this guide to learn more about all the targeting options: Amazon DSP Targeting Options

What are display and video ads on Amazon DSP?

Amazon DSP allows you to purchase programmatic display and video ads across websites, mobile apps, and connected devices that reach audiences beyond Amazon.com. These ads can come in various formats like banners, video in-feeds, and interstitials, allowing you to visually engage with shoppers both on and off Amazon.