Amazon DSP – The Good, The Bad, The Ugly…

Jodea Pearl Abalos
December 6, 2019

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Today George Meressa joins to discuss Amazon’s Demand Side Advertising Platform. We pick through the bones on the best and worst bits, how external management keeps things impartial and how you can get in under the original 35k per month minimum spend.

Background

Clear Ads Limited is based in London since 2011 and its founder George Meressa has been in advertising since 2009.
The company started with Google ads but have now converted to Amazon ads.
In DSP, you can buy media on websites – and demand ads to appear for your products.
It is first party data and stands for Demand-Side Platform
- You can do it only with Amazon
- Driven by revenue and target

Changes in DSP

Programmatic has grown and changed.
It has increased how you can market your product.
Agencies help smaller business be able to maximize and get access to DSP without the large costs when they try to do it on their own.
New Change: Amazon allowed sellers to create their own audience.
- You can re-advertise on your competitor brands’ audience.
- Note: This has worked well with supplements
- This is something that is legal – not black hat.
- You can improve on their audience if it is not good enough.

Top of the Funnel

Where in the funnel are you targeting?
You have to shift from ROAs to detailed page views
- You have to change your strategy based on where on the funnel you are targeting.
You have to look at previous data and look at your marketing budget.
Responsive ads: cost per click has been going up.
DSP is a cheaper option and scalable option.
Targeting has now become much more sophisticated

DSP: The good, the bad and the ugly

Placements outside DSP is frustrating – no control.
Attribution has been a big issue. You cannot track where your sale same from.
Amazon has brought a new company (from the Amazon grapevine) that will help them sort out attribution.
In DSP, effects come in later. You may see ads showing no impression at all and sale of thousands.
- That is attributable to the previous month ads.
Agencies work their best for sellers to make sure they get income and sales.
- The bigger your client becomes, the more business they will bring in to the agency.
The cheapest ad is when a platform is new: ex: TikTok and so on.
So get on DSP and master it.
You get information that are available only for sponsored ads — so much data that you can use to optimize your ads.
- Re-marketing campaigns: DSP allows you overlap report.
- They will tell you where your audience hang around or spend the most time with.
- They also provide so much data.