Better Advertising with BTR Media
Getting Started with Amazon DSP: Key Differences from PPC
May 2, 2024
Adam Mellott, an expert in Amazon DSP advertising, shares his insights on enhancing brand visibility using Amazon's Demand-Side Platform. He emphasizes the power of targeting specific audiences based on behaviors and purchase history, updated every 8 seconds. The discussion also covers the advantages of integrating DSP with existing PPC campaigns, leveraging Amazon's first-party data for broader outreach beyond the platform. Adam highlights custom audience strategies and the accessibility of DSP through agencies, making it a game-changer for brands looking to maximize their advertising impact.
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Quick takeaways
- Utilizing Amazon DSP allows brands to leverage first-party data for precise audience targeting based on user behaviors and purchase history.
- The integration of DSP with existing PPC campaigns can enhance overall advertising effectiveness by retargeting and nurturing potential customers throughout their buyer journey.
Deep dives
Understanding Entry Points for Amazon DSP
Getting started with Amazon DSP involves determining if testing this advertising platform is appropriate for specific brands. Two primary avenues exist for entering DSP: through a self-service option provided by Amazon, which requires higher minimum budgets, or through an agency with a DSP seat, like Better Media, which offers lower entry points and more manageable budgets. For agencies, testing can begin with a minimum budget of around $10,000, allowing for more focused remarketing or prospecting strategies across products. Brands must assess their readiness, including evaluating past performance, product ratings, and ensuring efficient PPC campaigns to maximize DSP effectiveness.
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