Amazon DSP Drives 66% Increase in Ad Revenue via the Open Internet

Key Takeaways 1. Amazon DSP campaigns on the open internet significantly boost new customer acquisition and conversion rates. 2. Integrating on-Amazon and off-Amazon advertising, managed based on the customer journey, yields optimal ad performance. 3. Amazon Marketing Cloud (AMC) allows you to analyze the entire customer journey and optimize your advertising strategy.

Dive Deeper German brand Gardena initially ran Amazon Sponsored Ads and Amazon DSP campaigns separately but then shifted to an integrated, customer journey-based strategy. By leveraging Amazon DSP to reach customers on the open internet, they connected the entire full-funnel, from prospecting to purchase. This strategy resulted in a 22% increase in New-to-Brand customer share and generated an additional 66% in ad-attributed sales, demonstrating significant success. This proved more effective than traditional PPC (Pay-Per-Click) advertising.

Practical Tips for Sellers Beyond Amazon Sponsored Ads, consider expanding your reach to external advertising channels with Amazon DSP. Amazon DSP displays ads on external websites, apps, and streaming services, helping you reach potential customers wherever they are.

1. Accessing DSP: Run DSP campaigns through your Amazon Ads Account Manager or an Amazon Ads Partner. Contact the Amazon Ads support team for assistance. 2. Full-Funnel Strategy: Awareness: Reach external prospects with DSP video/display ads. Target In-market/Lifestyle audiences. Conversion: Expand Amazon DSP remarketing to high-intent customers. Utilize AMC-powered Custom Audiences and DSP Performance+ remarketing. 3. Analyze Performance with AMC: AMC integrates DSP and Sponsored Ads data, serving as a tool to analyze customer journey performance. Use it to understand the impact of open internet touchpoints on new customer acquisition and Average Order Value (AOV), and to optimize your ad mix. Access is available through your Amazon Ads Account Manager or a specialized partner.

Important Considerations 💡 Amazon DSP and Amazon Marketing Cloud (AMC) are advanced features that typically require substantial ad budgets and specialized operational expertise. Direct access may not be feasible for all sellers, and it's common to consider collaborating with an Amazon Ads Partner. While this case study is based on the German market, the fundamental principles of Amazon DSP and AMC are applicable across all Amazon marketplaces worldwide.

📰 Source: Original Article