Selling on Amazon requires having an effective and well-crafted remarketing strategy in place. This approach involves re-engaging with potential customers who have previously shown interest in your products but did not complete a purchase. It also includes reaching out to those who have considered similar products from competitors but haven't yet committed to buying.
In this blogpost, we will explore the remarketing methods available through Amazon DSP and share a few tips and best practices to help you make the most of these strategies.
What is the difference between Sponsored Display and Amazon DSP Remarketing?
While Sponsored Display remarketing campaigns are commonly associated with Amazon, they have their limitations, primarily targeting users who have interacted with a product detail page. In contrast, Amazon DSP remarketing offers a broader and more flexible approach. It allows you to target not only those who have viewed or bought your product but also those who have searched for similar products, visited brand store pages, engaged with video ads and visited your website off Amazon. What’s more, Amazon DSP provides the option to exclude specific audiences from your ads, enabling more precise targeting.
Exploring Amazon DSP Remarketing strategies
Amazon DSP offers various ways to reconnect with potential buyers. These include:
Product views remarketing
Targets potential customers who have viewed your product but haven’t made a purchase. This method is particularly effective for rekindling interest in products that caught the eye of potential buyers.
**Example: Imagine you sell sports shoes. You can target ads to people who looked at your running shoes last week but didn't buy them, maybe offering a special discount.
Purchased product remarketing
Focuses on customers who have previously bought your products, offering them relevant recommendations or promotions to encourage repeat purchases and build brand loyalty.
**Example: For someone who bought a coffee maker from your store, you might show ads for coffee beans or reusable filters.
Product searches remarketing
Targets users who have searched for products similar to yours on Amazon, leveraging Amazon’s algorithm to identify and reach these potential buyers.
Subscribe & Save remarketing
Engages customers enrolled in the Subscribe & Save program for your products.
Pixel-based remarketing
Targets visitors to your brand’s website, tracked via a pixel, to remind them of your products and encourage purchases on Amazon.
**Example: A bookstore uses this to target people who browsed mystery novels on their site, showing them ads for the latest mystery bestsellers on Amazon.
Amazon Store remarketing
Targets individuals who have shown interest in your brand by visiting your Amazon store, allowing you to market your best-selling or new products.
**Example: If someone spent time looking at your collection of kitchen gadgets, you can later show them ads for your newest blender or food processor.
Campaign remarketing
Retargets individuals who have seen your ads on platforms like Audio, Streaming TV, Twitch, and Display Ads, focusing on converting their initial awareness into sales.
**Example: If someone saw your ad for a fitness app on a streaming service, you can target them with ads on Amazon highlighting the app's new features.
Optimizing rour Amazon DSP Remarketing strategy
To make the most of your Amazon DSP retargeting efforts, consider these additional tips:
- Leverage broad targeting options: Use DSP's wide targeting capabilities to reach a diverse audience, including those who have shown interest in similar products or engaged with related content.
- Implement audience exclusion for more precision: Take advantage of DSP's audience exclusion feature to avoid wasting ad spend on users unlikely to convert, focusing instead on more promising leads.
- Don’t stop monitoring and optimizing your campaigns: Regularly review your campaign performance data. Adjust your strategies based on what's working best, ensuring your ads remain effective and relevant.
- Tailor creatives and messaging: Customize your ad creatives and messages to resonate with the specific audience segments you are targeting. Personalized ads are more likely to engage potential customers.
- Set clear goals and KPIs: This one is obvious, but it’s always worth emphasizing to clearly define your objectives for DSP campaigns. Whether your goal is to increase brand awareness or boost sales, setting specific targets is key. Along with these objectives, establish key performance indicators (KPIs) to effectively measure the success of your campaigns. This step ensures you have concrete metrics to track progress and evaluate outcomes.
Conclusion
Amazon DSP provides a range of remarketing options that can significantly increase your sales and make your brand more noticeable on Amazon. These options include targeting viewers of your products to engaging past purchasers and website visitors.
By partnering with services like Xmars, you can optimize your DSP remarketing efforts and make the most out of every dollar spent. Speak to one of our experts or visit our Amazon DSP solutions page to learn how our AI-driven approach and strategic planning tools can help your Amazon selling journey more efficient and successful!
