7 Ways to Improve Your Amazon DSP Program

July 11, 2022
Written by Mark Salvania
Amazon DSP

Amazon Demand Side Platform (DSP) is a program that Amazon has been offering sellers to help them improve their product visibility, brand awareness, and sales. It's important to have a strong DSP program because, without one, your products won't reach as many buyers as possible, which isn't good for business!

As an Amazon seller, you know that advertising is a key part of your business. If you're not using Amazon DSP, you're throwing away a significant chance to expand your customer base and promote your brand. However, like any marketing tool, it's important to be strategic about how you use it to get the most out of it. 

And if you’re not seeing the results you’re expecting from it just yet, we have outlined seven ways to improve your Amazon DSP program and get the most out of this powerful tool. So keep reading to learn more!

How to Use the Amazon DSP?

The Amazon DSP program process is quite simple. With a few simple steps, you can create a powerful ad campaign that will reach millions of potential customers. The following are the steps to get started with Amazon DSP:

  1. Create an account and input basic information about your business. 
  2. You can now start creating your ads with the Amazon Ad Builder tool or upload your HTML code.
  3. Select the keywords you want to use. You can either target broad keywords or more specific long-tail keywords
  4. Set a budget for your campaign.  
  5. Amazon will begin automatically placing your ads on their Amazon site. You can then track the performance of your campaign, and changes can be made as needed.

Ways to Improve Your Amazon DSP Program 

As an Amazon DSP partner, you have access to a powerful tool to help you reach your advertising goals. Here are some pointers to get you started if you want to improve your Amazon DSP program:

1. Take a close look at your data.

Review your campaign performance data and identify areas where you can improve. By understanding the data about your campaign’s performance, you can make more informed decisions about how to optimize your campaigns in the future. Consider these questions:

Are there times of day or days of the week more successful than others? 

Are there certain targeting criteria that seem to work better than others?

2. Make use of innovative and creative materials.

Remember that you only have a few seconds to grab a customer's attention, so make sure your ads are well-designed and relevant to what you're selling.

3. Improve customer targeting.

Use the data at your disposal to create targeted ad campaigns that reach customers with the right message. For example, Amazon DSP helps reach Amazon shoppers who are interested in your products or services may they be browsing on the Amazon page or not. You can target customers based on their demographic information, such as age, gender, location, and interests.

4. Use negative keywords.

Your campaigns should include negative keywords to prevent unrelated searches from displaying your advertising. This will help you avoid wasting money on clicks that don't convert.

5. Experiment with different ad formats and strategies.

Testing what works for you can help you  consider using a specific ad type. Amazon DSP offers a variety of advertisements, each of which has its strengths and weaknesses. Try experimenting with different ad types to find the ones that work best for your campaigns.

6. Make sure you're bidding appropriately.

Review your DSP ad campaigns and ensure you get the most bang for your buck. Make sure you're bidding enough to meet your goals but not so much that you're wasting money on clicks that don’t convert. Don't just set a flat rate for all your ads and adjust your bids based on how likely each customer is to convert. 

7. Monitor your metrics and make necessary marketing adjustments.

Your Amazon DSP reporting dashboard provides valuable data that can help you understand how your ads perform. Make sure you have access to all the data and information you need to make informed decisions about your campaigns so that you can continue to improve your results. Keep tabs on your campaign performance and adjust accordingly.

FAQs About Amazon DSP

You probably have some questions if you're considering using Amazon DSP to support your digital marketing. The following are answers to some of the most typical questions concerning Amazon DSP:

What is Amazon DSP?

Amazon DSP is a demand-side platform that enables businesses to purchase advertising space on the Amazon site and throughout the Amazon Advertising Network.

Who can use Amazon DSP?

Advertisers can use Amazon DSP to create campaigns that target specific audiences with relevant ads. Advertisers bid on ad inventory in real-time, and the winning bids are then displayed on Amazon and across the Amazon Advertising Network.

What kinds of advertisements can I run using Amazon DSP?

You can use Amazon DSP to run brand awareness or traffic-driving campaigns on a cost-per-impression (CPM) basis. You can also use Amazon DSP to run video campaigns on a cost-per-view (CPV) basis.

What are the requirements for running video campaigns on Amazon DSP?

When running ads on Amazon DSP, it’s important to take note of the requirements. See to it  that your materials are compliant with Amazon’s ad guidelines. The requirements for the thumbnail image for the video ad are as follows.

  • The thumbnail image must be at least 1000 x 562 pixels and cannot exceed 2000 x 1110 pixels. 
  • The file size of the thumbnail image must be less than 500 kB.

For the video ad itself:

  • The video ad must be in .mp4 format and have a file size of less than 500MB. 
  • The video should be at least 9 seconds and no more than 60 seconds.
  • It should have a frame rate of 30fps or lower. 
  • It should have H264 compression with a bit rate no greater than 5mbps.
Amazon DSP program managers

Final Thoughts

If you're looking to improve your DSP campaign, consider trying out these tips that can help in improving its performance. Remember, optimization is an ongoing process, so keep tweaking and testing until you find the sweet spot for your business. Also, remember that the most successful DSP programs are always changing, so don't be afraid to experiment with new tactics and strategies.

Keep learning about your customers and their needs, and continue to refine your targeting and optimization methods. The sky's the limit when it comes to Amazon DSP! And if you are still struggling to make your desired impact with this program or don't have the time to manage it yourself, consider hiring an Amazon DSP Program manager to take care of things.

Our team of experts at Seller Interactive can assist you if you still need further efforts to advance your business. We offer a variety of services that are intended to improve your business' growth and revenue. Send us an email at [email protected] to learn more about how we can help with your marketing goals.

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