When most people decide to dive into Amazon DSP, they are immediately overwhelmed. While many common advertising platforms have a similar setup, Amazon DSP has a different format and different terminology. But, once you learn the ways of DSP, my bet is that it will become one of your favorite ad types to work with.
The first step to maximizing efficiency on DSP is knowing what you are working with. It is pertinent to understand DSP campaign creation, optimization, and reporting. My first encounter with DSP was blind, and it took a lot of time and research to figure things out. I eventually got the hang of it, but never felt confident to expand my strategies on DSP. About a year later, I came across a treasure trove of knowledge.
Let me save you some time and brain power. This DSP Help Center is like the bible of DSP. I strongly encourage you to watch the videos and review the best practices. Those will give you the headstart I dreamt of having. Unfortunately, you will need to have an Amazon Advertising account to view this, but if you are trying to maximize your Amazon DSP, I am assuming you have one.
Once you have dug into this site a bit, you will be ready to move on to the fun part.
Here are 14 tips and tricks to make your DSP experience smoother:
Take advantage of the creative opportunities you can use on DSP. Making your ads engaging is the first step to running an efficient and effective campaign. You could have the best placement and the perfect audience, but if your ad falls flat you won’t pull in new customers. Amazon recommends trying the following options to increase clickthrough rates and conversions:
This is where strategy really comes into play. Choosing the right audiences for your campaign is the key to success. Here are some things I learned quickly about this.
And that’s a wrap!
Not really though, because this platform is constantly evolving. It is vital to stay informed on what updates and changes are coming and how to use them to your advantage. For that reason, I regularly check the DSP Help Center for updates and new articles and I think you should, too.
My final recommendation for building an efficient money-making machine is to plan every detail of your campaign strategy before you build it. Then look it over, does it make sense? Amazon has provided some really useful best practices for all aspects of DSP, so make sure your campaign settings align with those and the goals of your campaign. Optimizing your ads will be much more successful if you are starting with a strong foundation.
Good luck on your DSP endeavors!
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If you’re in the global ecommerce space, you are most likely aware of Amazon, and probably selling your products on the marketplace. With over $470 billion in sales in 2021 alone, Amazon stands as the third largest company in the world based on revenue. The ecommerce giant is a household name in the U.S. and working hard to grow its market share across five continents worldwide.
Having your products available on Amazon and being competitive there, though, are definitely two different things. If you want to really succeed on Amazon, you’ll need specialized insight into how Amazon works and how to make it work for you. So, for many brands, it’s a great idea to work with an Amazon Search Engine Optimization (SEO) agency.
At Pattern, Amazon SEO optimization service is one of our key competencies. We understand that technology, data-driven insights and expertise are the most important tools brands can leverage to win top listing spots on digital marketplaces. With expert teams and years of experience, we help brands conquer the Profitability Death Spiral as they compete with other products and sellers online. We offer Amazon SEO agency services as a core solution to brands that need more resources to get ahead.
An Amazon SEO agency serves brands by improving their products’ rank and listing performance on Amazon. They make strategic decisions about ad spending and placement that lead to higher traffic, conversions, and revenue for ecommerce brands.
A great Amazon SEO Agency partner will:
Unfortunately, many Amazon SEO agencies profit in unfair ways from your brands’ perceived success based on the ROAS numbers they provide. This is done through including branded search terms in ROAS reports, which naturally skew listing performance.
Let’s say, for instance, your brand is called “Annie’s” and you sell lollipops. Your brand has a very high likelihood of winning the top listing spots on Amazon for lollipop search terms that are paired with “Annie’s,” your brand name. So, SEO agencies will spend your ad money on those terms and report a very high ROAS.
To avoid scenarios like these, it’s best to look for an agency that either calculates their profits on metrics other than your ROAS scores or weighs branded search terms differently in the performance metrics reports. Regardless of your Amazon SEO agency’s cost structure, you should align onbranded search terms before committing to a scope of work.
A great indicator of a high-quality Amazon SEO agency is the level of insight they can provide into your competitors’ listing positioning and how it compares to yours. Data fanaticism is so important at Pattern that we’ve developed proprietary technology to display this exact information with precise detail for every brand we work with. In fact, you can find our free version here to see how you compare to some of your top competitors based on ASIN.
It’s certainly possible to improve your Amazon search performance with blind spending strategies. But a truly great solution will help you to know where your dollars are at their most powerful and competitive.
Amazon’s A10 algorithm prioritizes customer satisfaction—it wants to show consumers the best products that align with their search intent to improve conversions and sales. So, the best way to gain momentum on Amazon is to work on incremental wins.
Improving your performance on more obscure search terms that align with your customers’ search intent is a great way to increase ROAS for the long term. A10 will reward your success with better rankings on higher-volume search terms and the virtuous cycle can help you conquer your most-coveted listing spots. And the best part? This process of gaining momentum, if done right, will naturally decrease your ad spend over time as Amazon recognizes your value and works with you to keep your products at the top of consumers’ search results.
As an Amazon SEO specialist, Pattern knows how to help your brand win better success for long-term profitability on Amazon. With our data-driven tools and brilliant teams of ecommerce experts, we help brands with listing management, content optimization, Amazon ad strategies, and more.
Contact us to learn more about our SEO optimization services.