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VENDO - Amazon & Walmart Growth Experts
Amazon DSP: Maximizing Retargeting - VENDO Podcast Ep. 107
Feb 25, 2023
DSP Console Updates, Twitch Inventory Addition, OTT Advertising, Segmenting Look-back Windows, How Do You Segment?, Performance and ROAs, Goals of Retargeting
17:19
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Quick takeaways
- Segmenting look back windows on Amazon DSP can lead to more effective advertising by excluding recent purchasers and focusing on potential repurchasers.
- Recent updates to the Amazon DSP console, including Twitch inventory addition, offer new opportunities for granular audience targeting and targeted brand awareness campaigns.
Deep dives
Segmenting Look Back Windows: A Customizable Approach to Retargeting
In this episode, Gefen and Matan discuss the value of segmenting look back windows through negative targeting on the Amazon DSP platform. They explain how retargeting based on specific time frames of customer engagement can lead to more effective advertising. By customizing look back windows, advertisers can exclude recent purchasers and focus on those who are more likely to repurchase. The strategy is particularly beneficial for consumable products with predictable purchase frequencies. Matan walks through the process of segmenting look back windows on the DSP console and highlights its effectiveness in improving return on ad spend (ROS).
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