Optimizing Amazon DSP Campaign Goals with Amazon Marketing Cloud: A Comprehensive Guide
Having spent considerable time working with Amazon DSP ads, we’ve observed a common challenge: achieving and measuring optimal results from your DSP campaigns. Despite setting them up and targeting the audience, something seems to be amiss.
But fret not! This is where Amazon Marketing Cloud comes into play. By harnessing the power of AMC alongside your DSP campaigns, you can elevate your optimization efforts to a whole new level and ultimately achieve your advertising objectives.
Decide your Goals
Before diving into AMC, let’s take a step back.
What exactly do you hope to achieve with your DSP campaigns?
Are you looking for a boost in branded searches or an increase in sales? Or perhaps aiming to drive awareness for your product launch? Clarity is crucial when it comes to AMC, so having clear and specific goals is essential.
Insights from Amazon Marketing Cloud
Let’s understand what kind of insights you can get from Amazon Marketing Cloud:
- Custom Attribution Models: Have you ever wondered how one of your ads that a customer saw a week ago influenced their final purchase? AMC lets you create custom attribution models, providing you with a clearer picture of the true impact of your different sponsored ads and Amazon DSP campaigns.
- Overlapping Audience Insights: Understand which audience overlaps with your targeted audience to expand your targeting and reach a broader audience market.
- Overlapping ASINs: Want to know the combination of products that consumers usually buy from your brand? This insight will help you understand which ASINs customers bought and what they bought after that. It will assist in cross-product targeting and uspelling.
- Cross-Channel Analysis: AMC isn’t just for DSP. It lets you analyze data from both Sponsored ad campaigns and DSP ad campaigns. This holistic view lets you see how all your advertising efforts work together, identifying areas for improvement and opportunities to streamline your strategy.
- Custom Audiences: With AMC, you can create custom audiences for your DSP ad campaigns based on various criteria like Add to Cart AMC audiences, audiences with several detail page views, audiences that clicked on your Sponsored ads but haven’t purchased yet, etc. Amazon has provided various instructional queries for audiences that will help in creating custom audiences for your DSP ads.
- Ad-Attributed Branded Search: Understand how your DSP ads influence customers to search for your brand on Amazon. This will help you determine the impact of your DSP ads on consumer behavior and can also help in determining the performance of your creatives for your ads.
- DSP and Streaming TV Ads Overlap: Know how a user behaves if he is exposed to both Streaming TV and display ads. It is generally observed that a user who is exposed to both ads tends to perform better compared to an individual who is just exposed to one ad. You can also create a custom audience for a campaign for streaming TV ads and then target this audience through DSP ads to increase conversions.
How to Use AMC to Meet DSP Campaign Goals
With these insights from AMC, you can fine-tune your DSP campaigns by:
- Targeting Custom Audiences: Build custom audiences using built-in instructional queries or custom queries. Increase your reach by creating a lookalike audience based on the aforementioned custom audiences.
- Choosing Creatives that Convert: Discover which ad formats and creatives resonate most with your target audience. Utilize Ad-attributed Branded Searches IQ to understand which campaign and creative prompts users to search for your brand on Amazon, ensuring that your ads are not just seen but acted upon.
- Top-of-the-Funnel Analysis: Utilize the First Touch Attribution model to understand the impact of upper-funnel advertising on conversions.
- Upselling and Cross-Selling Your Products: Target individuals based on their previous purchases with Overlapping ASINs. Additionally, cross-sell products through Sponsored ads by advertising overlapping ASINs on the product detail page of the leading ASIN.
Remember, analyzing Amazon Marketing Cloud data is an ongoing process. As you optimize your campaigns based on data insights, AMC continues to gather new information. This creates a feedback loop, allowing you to constantly refine your approach and achieve ever-improving results.
Important!!
AMC is not limited to the above use cases; there are ample opportunities available through Amazon’s Marketing Cloud. Just understand that all actions a user takes on any of your products are available on Amazon Marketing Cloud. You just have to identify the opportunities, derive insights, and implement them to create future marketing strategies.
Ready to get started with Adbrew?
Use Adbrew's AMC dashboard to view new-to-brand metrics for all your sponsored and DSP campaigns with ease.
How Adbrew Can Help You?
Adbrew’s new Amazon Marketing Cloud dashboard makes it easy for anyone to make sense of their AMC data. No coding knowledge is required.
Just pick the report you want, and Adbrew takes care of the rest. It will grab your data from AMC, organize it clearly, and present it in charts and tables that are easy to understand.
Frequently Asked Questions:
Both AMC custom audiences and Amazon DSP audiences allow for targeted advertising on Amazon but cater to distinct user needs.
AMC Custom Audiences:
- Offer a high degree of granularity through SQL queries.
- Leverage a wider range of data points, including purchase history, browsing behavior, and even your own uploaded data.
- Provide advanced control over audience creation and campaign management, including frequency capping.
- This level of customization makes them ideal for experienced advertisers seeking highly specific targeting and meticulous campaign control
Amazon DSP Audiences:
- Feature a user-friendly interface for building basic audience segments based on demographics and buying behavior.
- While offers pre-built segments and competitor product targeting, customization options are more limited compared to AMC.
- This streamlined approach makes them suitable for beginners or advertisers prioritizing ease of use over granular control.
Amazon provides two primary advertising options: Sponsored Ads and Amazon DSP. Sponsored Ads are essentially paid search ads within Amazon, allowing you to target users who are actively searching for relevant products and keywords. This option is user-friendly and particularly suitable for beginners aiming to drive traffic to their product listings.
On the other hand, Amazon DSP is a more advanced platform tailored for experienced advertisers. It offers a broader reach across Amazon properties and beyond, providing granular targeting capabilities and sophisticated campaign management tools. This makes it ideal for crafting strategic advertising campaigns with precise audience targeting.
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