Hidden Tricks to Maximize Efficiency on Amazon DSP

Alexis Anderson

March 11, 2021

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.

Tips & Tricks for your DSP Strategy

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:

  • **Use Brand Logos & Headlines **- Make sure your ads are recognizable as your brand so consumers know exactly who and what they are getting.
  • **Include Customer Reviews & Ratings **- Sharing positive feedback from other consumers helps build authority and trustworthiness for your brand.
  • **Use Responsive E-Commerce Ads **- This is a new creative type that allows you to advertise multiple ASINs in a single creative. It automatically builds out all of the sizes for each ASIN, saving you a lot of time and energy.
  • **Consider Using Video Content **- The video requirements for DSP are the same as Sponsored Brand Video. This is a big win because you now have another place to utilize your video creative and reach the exact audience you are aiming for.


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.

  • Audience Insights -** Audience insights are available when looking on the audience section of the platform. They can help you gauge the relevancy of and audience for your brand and determine the kind of reach you can achieve. This is a no brainer when it comes to planning an effective strategy. Is an audience too broad or too niche? Amazon Insights can help you make that decision.
  • **ASIN Retargeting **- You can build custom audiences for your ASINs that target past page views, searches, similar searches and purchases.
  • **Use the Look Back Window Effectively **- You can retarget up to 365 days back. But you should choose what makes sense for your product. Is it a supplement? Retargeting 90 days back would be more effective to remind the customer to buy again as their stock starts to run low.
  • **Use Exclusions **- You can exclude specific audiences that you don’t want to target. An example of this would be a customer that purchased a 30 day supply of supplements. You can exclude past purchases in the last 30 days to make sure you aren’t just annoying your customers and wasting spend showing an ad that is unlikely to bring in more business. Once a customer falls out of the 30 day window (or the window you have set), they will automatically be reincluded in audience targeting.
  • **Overlap Reports **- Use overlap reports to take a specific audience you are already using successfully, search it, and receive 30 audiences that fall into the same consumer profiles. This can be a really useful tool for fine tuning a campaign. Plus, targeting a more specific audience set will help increase efficiency in ad spend. Overlap reports allow you to spend more on the customers you actually want to reach.


  • **Amazon Recommendations **- Similar to google ads recommendations, Amazon will provide you with recommendations to optimize campaigns. I would recommend trying them to see how it affects campaign performance. I opted to let Amazon do “Automatic Budget Optimizations” as a test for one of my brands and saw a lift in impressions, clicks, and sales within the first week.
  • **Shift Budgets **- Shift budgets to the line items that are performing better. I always have 2 line items per campaign, Standard Display (Desktop) and Mobile. If I see one is clearly performing better than the other, I will reallocate budget on a line item level.
  • **Frequency Cap **- Consider adjusting Frequency Cap. If impressions are low, you can increase the frequency the ads are served. Typically for a retargeting campaign I set my cap at 6 times a day. But when I am trying to get lift on a campaign launch, I will increase it to 8 and then lower it once I see the campaign has gained some momentum.
  • **Website Exclusions **- Make sure you start your campaigns off right and exclude websites you already know you don’t want to target. You can also run a performance report and review the sites & supply tab. From there you can look at sites that you see low performance on and add it to the exclusion list. This is essentially like adding negative keywords to your campaigns.
  • **Don’t Over do it **- Once you have made a change you should give the campaign at least 7-10 days to monitor performance. I usually wait 2 - 3 weeks. You want to give Amazon’s Algorithm time to learn from your changes so you can see if they made a real difference. As you begin to play with DSP more, you will find your own cadence for optimizing existing campaigns.

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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Global Ecommerce Weekly News: 27th September 2022

Global Ecommerce Weekly News: 27th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon drives renewable energy push with 71 new projects Amazon is planning to add 2.7 gigawatts of clean energy capacity through a couple of new projects as the company attempts to use 100% renewable energy by 2025. The ecommerce business will soon have a total of 329 renewable energy projects, generating 50,000 gigawatt hours of clean energy, which is equivalent to powering 4.6 million US homes every year. [Read more on Reuters](https://www.reuters.com/business/sustainable-business/amazon-drives-renewable-energy-push-with-71-new-projects-2022-09-21/) Amazon launches Prime Early Access Sale Amazon is launching a new 2-day shopping event for its Prime members only, beginning on the 11th of October. Across 15 countries, Prime customers will have access to the shopping event, with thousands of deals on offer globall, ranging from fashion to electronics to essentials. The event has the purpose of giving Prime users the chance to spread the cost of items over the winter months, 6 weeks ahead of Black Friday. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/26/prime-early-access-sale/) --- Other Marketplace News --- Shopify unveils new localisation tool Shopify is launching a new localisation tool, called Translate & Adapt, which works with Shopify Markets to offer localisation for sellers who are looking to expand into new markets. The tool translates a user’s online store into different languages, including product pages and information pages. Merchants are also able to create different shipping terms for each market using the new tool, which allows international expansion and offers a more localised consumer experience, unveiling new potential. [Read more on Ecommerce News](https://ecommercenews.eu/shopify-launches-new-localisation-tool/) Etsy is set to invest hundreds of millions into its marketing platform Etsy CEO claims that the company is on route to spend more than $570 million USD on marketing this year. Even during a time of macroeconomic pressure, inflation and rising interest rates, the company is preparing itself and its sellers for the upcoming holiday season and is focused on retaining interest from buyers. [Read more on Yahoo News](https://uk.news.yahoo.com/etsy-600-million-on-marketing-ceo-154054219.html) --- Other Ecommerce News --- Meta looks to cut costs by 10% in the coming months Meta employees are facing job redundancies as the company plans to cut its costs by 10% over the next few months. Meta reported a 22% YoY increase in costs and expenses, totalling over $20 billion USD. The cuts are expected to come in the form of job redundancies as a result of department reorganisations rather than formal layoffs. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/22/meta-to-slash-costs-by-10-over-coming-months/) DHL teams up with Quadient to offer smart locker deliveries in the UK DHL and tech company, Quadient, have partnered to offer smart lockers parcel pick-up throughout the UK. The new contactless, secure locker stations will give recipients more choice and flexibility to receive their parcels at a time and location best suited to them. The partnership plans to install 500 locker stations across the country by the end of 2022. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/21/dhl-partners-with-quadient-to-offer-smart-locker-delivery/) The online fashion market is set to be worth nearly $170 billion USD in 2025 The European online fashion retail market is set to grow 50% by 2025, with an online turnover of $170 billion USD, which is 33% of the retail branch’s total. Cross-border marketplaces prove to be the largest drivers of this growth, with online websites and apps like Vinted largely pushing the market’s online growth. Zalando recently became the largest cross-border fashion retailer/marketplace, responsible for 11.7% of the online market’s share. [Read more on Ecommerce News](https://ecommercenews.eu/online-fashion-market-worth-e175-billion-in-2025/)

How an Amazon SEO Agency Should Be Serving Your Brand

How an Amazon SEO Agency Should Be Serving Your Brand

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. 

What is an Amazon SEO Agency?

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:

Prioritize Your Success

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.

Provide Detailed Competitive Insight

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.

Reduce Your Ad Spend Over Time

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.

Amazon SEO Optimization and More

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.

4 Ecommerce Consultant Must-Haves

4 Ecommerce Marketplace Consultant Must-Haves

Entering the ecommerce landscape is a huge undertaking for any brand—it usually requires a large investment in resources and expertise to really be successful. Any brand can quickly get in over their heads trying to navigate the nuances of SEO, fulfillment and logistics, distribution control, listing optimization, and meeting the numerous other requirements and administrative tasks to show up well on marketplaces. 

Unfortunately, because it’s so easy for third party, gray market, and unauthorized sellers to obtain and sell products online, many brands find themselves pressured to execute an ecommerce plan without the right resources to succeed on marketplaces and their other channels.

So, for brands looking to enter the ecommerce space or improve their current and future performance, it makes sense to partner with an ecommerce consultant.

Pattern’s global presence and proven success with hundreds of brands has allowed us to develop highly effective ecommerce consulting services. We can guide your brand to navigate issues both large and small in marketplaces worldwide. To maximize your ecommerce efforts, you’ll need to understand what an ecommerce consultant does and how to select one who drives the right value for your brand and products. 

What is an Ecommerce Consultant?

An ecommerce consultant is a specialist in the ecommerce space who can give you personalized guidance on how to market your products and grow their presence on digital marketplaces.

An ecommerce consultant should be able to analyze your brand, audience, category, opportunity, and current roadblocks and help you understand how to utilize your resources (or what resources are missing) to be most effective in capturing your opportunities in the ecommerce space.

Not sure how to evaluate a consultant? Here are 4 key attributes to look for as you make your choice.

1. Brand Obsession/Specialization/Passion

At Pattern, we prioritize brand obsession for a reason—we know that a brand-centered mindset makes a crucial difference in the outcomes and results our partners achieve. So in our experience, when you begin your search for an ecommerce consultant, it’s important to look for a partner who is specialized in ecommerce, invested in the product, and passionate about helping brands build and improve their strategies. Typically, this means finding someone that consults exclusively for ecommerce marketplaces, rather than choosing a consultant who offers many different services. 

2. Proven Results

It’s also important to avoid choosing a consulting partner who can’t deliver the right experience for your brand. The best indication of whether your potential consultant can do that is to review their history, data, and results with other brands. Ask if they’ve helped others in your selling category, if they’ve solved specific issues your brand is facing, and why they feel you are a good fit. The key is to leave the conversation feeling confident that you understand your consultants’ capabilities and whether or not they match up with your needs.

3. Wide Range of Marketplace Expertise

It’s best to pick a consultant who knows how to guide a brand onto and through multiple marketplaces worldwide. You’ll want to take a look at your long-term strategy and think about the regions and platforms you’re currently on and where you might want to take your brand in the future. If your consultant is truly great at what they do, they’ll be able to help you perform well enough with your current product roadmap that it’ll be a no-brainer to expand your presence at the right time.

4. Network of Resources

The most effective partnership with an ecommerce consultant will be able to give you both recommendations and point you to solutions for making those changes in your planning, processes, and execution. Your time and money is valuable, so you want to make sure that you’re spending it as efficiently as possible as you follow your consultant’s advice. So, before you commit to an ecommerce consultant, ask about the resources and concrete solutions they typically recommend to the brands they work with.

Achieve Your Ecommerce Goals With Pattern

Finding an ecommerce consultant that checks the boxes can be a difficult task. At Pattern, our entire focus and drive centers around giving brands the tools and resources they need to succeed on domestic and international ecommerce marketplaces. 

With over 100 global ecommerce consultants across 10 global offices, we have the right tools to partner with brands across the world to achieve better ecommerce success. We give specialized advice, then make sure our partners have all the adequate SEO, social media, CRM, Amazon multi-channel fulfillment services, and ecommerce outsourcing services they need.

Interested in ecommerce consulting services? Set up a call here to learn what Pattern can do for your brand on global marketplaces.