Overview
What's Amazon Advertising
Sponsored Products
Sponsored Brands
Sponsored Brands Video
Sponsored Display
Budget
Campaign budget
Campaign Structure
Naming
ASIN Aggregation
Targeting
Match types
Targeting research
Automatic Targeting Expressions
Search Term Reports
Negative Keywords
Bid per Click
Ad Rank
Cost per Click (CPC)
Optimal bid per click
Dynamic Bidding vs Adjust Bid by Placement
Performance
ACoS
Click-Through Rate (CTR)
Conversion Rate
Search Term Impression Share and Rank

DSP

DSP stands for “Demand-side Platform” and is a CPM (Cost Per Thousand) model, which is different from PPC (Pay per click). With a CPM model, your company will pay based on the impressions from the shoppers and not based on the clicks on the ad

There’s one other important difference to mention:

The cost: with a CPM model the advertising campaign has higher costs, this means that your company has to consider investing a high budget from the beginning of the campaign.

With Amazon DSP you have the possibility to buy ads both on and off Amazon.

Talking about off Amazon ads, you also have the possibility to choose between these ad types:

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Display Ads that we can divide in:

  • Static Ads: simple ads that, with only a click, will direct the shopper to the product detail page, to the brand store, or a personalized page.
  • Dynamic Ads: creative ads that can include images, call-to-action, reviews, and much more. This ad can only redirect to the product page.

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Video Ads: with this ad type, Amazon allows you to create high-quality videos that will be published on Amazon, PrimeVideo, FireTV, IMDB, Twitch, and other websites. There are two types of video ads you can find on these platforms:

  • OTT ads are shown before, during, or after OTT Content. Often these ads cannot be skipped and don’t direct to any other page.
  • With OTT video ads, you can showcase your brand while streaming content, including the latest movies and tv shows.
  • Online video ads can appear in both in-stream and out-stream formats, across browsers and apps, desktop, mobile, and tablet. They can be in-feed videos, in-article/in-read video, video in-banner, and interstitial video

What are Amazon DSP benefits?

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Amazon DSP is an amazing platform that helps you reach a wider audience. In fact, as we said before, you can buy ads both on and off Amazon, and this can help sellers reach a very specific and high-converting audience.

You also have so much data at your disposal. In fact, Amazon has everyone’s shopping behavior information, with which it can let you understand lifestyle choices, interests, and demographics of customers. So, all of this customer performance data will allow you to create an effective campaign.

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