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How to use Amazon DSP to drive traffic off-Amazon and to your website

How to use Amazon DSP to drive traffic off-Amazon and to your website

Umberto Marsella

When you think of the big leagues in ecommerce, Amazon is undoubtedly top of mind. From well-known brands to newcomers, everyone's exploring the possibilities with Amazon's robust advertising platform, the Amazon Demand Side Platform (DSP). However, it's not just about showcasing products; it’s about tapping into a variety of ad forms including sponsored brand ads, sponsored display ads, audio ads, and video content. Let’s unpack why every brand, even those outside the regular Amazon marketplace, might want to consider diving into Amazon DSP.

Understanding Amazon DSP

Amazon DSP isn’t just another ad platform; it’s designed for Amazon sellers and savvy marketers seeking a holistic digital ad approach. What sets it apart from others, like Google Ads? Amazon DSP capitalizes on Amazon's rich user insights to pinpoint the most impactful ad placements. That means your brand doesn’t just shine on Amazon; it reaches out across the digital landscape, from various websites to desktops and mobile devices.

Tapping Into Amazon's massive user pool

Amazon is undeniably a powerhouse. Its daily traffic is massive, and its influence in the ecommerce space is hard to ignore, both domestically and globally. For brands, this is a golden ticket. With Amazon DSP, brands can sift through this treasure trove of data, honing in on specific user behaviors and patterns. It's like having a roadmap guiding potential customers right to your doorstep.

Zeroing in with targeting

Imagine someone browses your product but gets sidetracked before buying. With DSP’s retargeting prowess, you can strategically display ads to these users reminding them of their potential purchase and guiding them back to your store. This is achieved by leveraging Amazon's first-party data, providing your brand with a competitive advantage by accessing user-intent signals and demographics.

Boosting your brand's reach

Branding is about the long game. While immediate sales are a win, Amazon DSP also focuses on expanding your brand's horizon. By weaving DSP ads into the broader Amazon fabric and beyond, you're broadening your brand's reach and drawing more potential traffic to your site. This not only enhances brand loyalty but also has the potential to drive organic traffic and potential conversions to your DTC website.

Stretching out with cross-channel advertising

Here’s the kicker: Amazon DSP isn't just about Amazon. It's your passport to a wider digital landscape, covering external sites and apps. So, your brand might pop up on someone's favorite social platform or a buzzing website, reaching beyond the typical Amazon crowd. This cross-channel reach enables brands to expand their visibility beyond the Amazon ecosystem, capturing the attention of potential customers who may not be active Amazon shoppers. It provides an avenue to drive traffic from various touchpoints, thereby increasing the chances of acquiring new customers and expanding your customer base.

Harnessing data for better results

Amazon DSP doesn’t leave you in the dark; it offers a deep dive into how your ads are faring. With insights ranging from impressions, clicks, conversions, and return on ad spend (ROAS), you can analyze the efficiency of your ad placements, fine-tune your targeting, and optimize your creative assets. The platform also allows for A/B testing of different ad creatives, helping you discover what resonates most with your target audience. This data-driven approach brings you one step closer to maximizing your conversion rate and ROI.

Amazon DSP best practices  

Every platform has its nuances, and Amazon DSP is no exception. To truly thrive, you need to understand the subtleties, from regularly monitoring and adjusting bids based on performance, designing compelling ad creatives to continually testing and optimizing ad placements for better results. Furthermore, grasping the unique features of Amazon DSP such as line items, brand registry, and privacy policies can help ensure you get the most out of your advertising campaigns.

Final thoughts  

Amazon DSP is more than just an advertising platform; it's a strategic partner for brands looking to expand their digital reach. By connecting with Amazon's vast audience, fine-tuning targeting, and amplifying brand visibility, there’s a world of growth potential ahead.

Interested in elevating your brand with Amazon DSP? Explore our DSP services at Xmars or get in touch and speak to one of our experts!  

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