Amazon Dsp Performance Improvement Strategies

New Update: Amazon DSP campaign and creative APIs are now generally available. This is a build on many of the announcements from #unBoxed2024 What is it? This new feature allows users to create, read, and update their Amazon DSP campaigns, ad groups, targets, and creatives through a programmatic interface. How does it work? These APIs enable technology providers and advertisers to develop custom experiences within their own applications and seamlessly run Amazon DSP campaigns within existing workflows. The new APIs can be used in conjunction with existing audience and deal resources, providing a comprehensive toolkit for end-to-end campaign management. Users can now store Amazon DSP campaign data locally, simplify campaign and creative creation, and automate optimizations to maximize campaign performance. Why should I care? This update is a game-changer for Amazon DSP users. Here's why it matters: 1. Efficiency boost: Streamline your campaign and creative creation process, significantly reducing activation time for new campaigns. 2. Better data control: Store and manage Amazon DSP campaign data locally, giving you more control over your data and analytics. 3. Custom optimization: Automate optimizations across campaign, ad group, and targeting settings, allowing for data-driven decisions on bids and budgets. 4. Seamless integration: Easily integrate Amazon DSP into your existing tech stack, enabling you to track campaigns in your own tools and sync campaign metadata with your data storage solutions. 5. Performance improvement: Experiment with new audiences and quickly remove underperforming ones to maximize campaign performance. 6. Real-time adjustments: Automatically adjust bids and budgets in real-time, ensuring your campaigns are always performing at their best. Bottom line: Whether you're a large agency or tech partner looking to integrate Amazon DSP more deeply into your operations or an individual advertiser seeking to automate and optimize your campaigns, these new APIs offer exciting possibilities to enhance your advertising efforts on Amazon's platform. Want to check it out? You can learn more about these new features at the Amazon Ads website (https://lnkd.in/gESdMWhy). For those ready to dive in, check out the developer guide (https://lnkd.in/gQAPRdcs) and reference documentation (https://lnkd.in/gBV-BbVb) to start leveraging these powerful new APIs in your advertising strategy.

I am surprised by how few brands are using Amazon's Custom Audiences at meaningful scale within the AMC clean room today. AMC Audiences are SUPER important as they are the best mechanism for moving from insight to engagement, and ultimately driving ROI from the valuable raw data within the clean room. Remember that AMC has up to 12.5 months of data at user, impression and conversion level. It can also be enriched with your own 1P data and commerce signals! For any advertiser who has reached a point of maturity with their analyses on top of AMC, the logical next step is to get 4-5 always-on audiences running via AMC that will deliver value, efficiency and performance to you across the Amazon sales funnel. From a tech perspective audiences work very similarly to analytical queries in AMC. You can write SQL code to query the log data and produce a table, but in the case of an audience this is automatically synced to Amazon DSP for use in targeting. You can find your AMC Custom Audiences under "Advertisers" --> "Audiences" --> "Custom Built" and utilise them for targeting and suppression tactics. Below are some practical examples of how Custom Audiences could and shouuld be used at each stage of the commerce customer journey... 🤌 Acquisition: Segment users searching for the non-brand keywords you are bidding on within your product category, but who have not bought your product on Amazon within the last x days. 🏰 Conquesting: Build audiences of users who have generated x Detail Page Views (DPVs) on your brand in the last y days, have also searched specific competitor brands within your category, but have not yet purchased your product. 💶 Consideration --> Conversion: Have always on segments running which sync lists to ADSP of consumers who have added your products to cart, but have not purchased within x days. 🛒 Cross-Sell: Audiences derived from prior Amazon conversions, such as all users who have purchased your brand in product category A, but not in product category B. 🙅 Suppression: Sync your O&O commerce signals from e.g. Shopify into AMC to then create suppression segments of all users who have purchased from your own ecom store in the last x days to avoid wasting media budgets on consumers who already buy from you directly. These are just scratching the surface of the potential for #AMC Audiences and all of the above are tactics we deploy for customers via LiveRamp's #cleanroom product via our Amazon Marketing Cloud integration! How are you using AMC Custom Audiences? Want to discuss further hit me up or leave a comment. #ecommerce #amcaudiences #datacleanrooms #analytics

Most Amazon agency owners ask the wrong questions when performance drops. They obsess over raw numbers: impressions, clicks, purchases. The problem? Without context, these numbers don’t mean much. Your CTR isn’t “bad” until you know how it compares to the rest of the market. Same with impression share. Same with purchase share. The fix: Search Query Performance Report (SQPR). It shows you your market share at every stage of the funnel: impressions → clicks → add-to-carts → purchases Here’s what that looks like in practice: 𝗦𝗶𝗴𝗻𝗮𝗹 𝟭: 𝗖𝗹𝗶𝗰𝗸 𝘀𝗵𝗮𝗿𝗲 > 𝗜𝗺𝗽𝗿𝗲𝘀𝘀𝗶𝗼𝗻 𝘀𝗵𝗮𝗿𝗲 Listing is compelling (title/image/price) Move: Expand reach on the right queries 𝗦𝗶𝗴𝗻𝗮𝗹 𝟮: 𝗖𝗹𝗶𝗰𝗸 𝘀𝗵𝗮𝗿𝗲 < 𝗜𝗺𝗽𝗿𝗲𝘀𝘀𝗶𝗼𝗻 𝘀𝗵𝗮𝗿𝗲 You’re seen but ignored Move: Fix hero image/title/price or mismatched keywords 𝗦𝗶𝗴𝗻𝗮𝗹 𝟯: 𝗣𝘂𝗿𝗰𝗵𝗮𝘀𝗲 𝘀𝗵𝗮𝗿𝗲 < 𝗖𝗹𝗶𝗰𝗸 𝘀𝗵𝗮𝗿𝗲 Traffic is there, doesn’t buy Move: Reviews, bullets, offers, PDP assets 𝗦𝗶𝗴𝗻𝗮𝗹 𝟰: 𝗣𝘂𝗿𝗰𝗵𝗮𝘀𝗲 𝘀𝗵𝗮𝗿𝗲 > 𝗖𝗹𝗶𝗰𝗸 𝘀𝗵𝗮𝗿𝗲 Strong when found, not found enough Move: Increase coverage/budget on winners Where SQP really matters, it's the trend reads: -Flat impressions & clicks, but purchase share falling = conversion dip -Impressions + share both down = losing visibility, fix rank + add support -Impressions down, but share flat = category demand decreasing, diversify queries What it won’t tell you: who’s dropping off. For that, use AMC → see who clicks vs who buys and retarget. SQP shows you the “why” behind the drop, not just the drop itself.

Amazon DSP’s Performance+ Just Became A Lot Clearer 🚀 Amazon’s Performance+ strategies use machine learning and behavioral signals to automatically optimize toward your campaign goals — whether that’s awareness, consideration, or conversion. Here’s what it does in a nutshell: 🔶 Behavioral-driven acquisition: Uses real-time shopper intent and browsing behavior to find new customers who resemble your best converters. 🔶 Goal-based optimization: Amazon’s AI adjusts bids and placements dynamically to maximize KPIs like ROAS, DPVR, or conversions. 🔶 Full-funnel adaptability: Works across Prospecting, Remarketing, and Retargeting to drive efficient reach and re-engagement. Now to what's new... 🔥 💡 New DSP Performance+ Insights Amazon quietly rolled out a new Performance+ Insights dashboard — and it’s a major step forward in visibility. It now shows who you’re reaching, how they’re converting, and how fast those conversions happen. 🔶 Audience-level visibility – See which behavioral traits your campaigns are resonating with (e.g., Heat-Free Hair Styling Enthusiasts, Precision Personal Care Enthusiasts) 🔶 Conversion behavior – Track total purchases, impression share, and spend by audience segment 🔶 Time-to-convert analytics – Measure how quickly shoppers purchase after ad exposure (e.g., 57% converting within 24 hours in one of our remarketing tests) 🔶 Optimization potential – Identify high-performing segments, adjust frequency caps, and refine creative to accelerate conversions By pairing Performance+ automation with this new layer of audience insight, advertisers can finally see the “why” behind performance — not just the outcome. These insights help refine targeting strategies, uncover which behavioral traits drive the most value, and guide smarter creative and budget decisions. In short, Performance+ isn’t just optimizing — it’s learning, adapting, and giving advertisers the visibility to do the same. #amazon #amazondsp #amazonads #amazonadvertising #performance+ #btr #btrmedia

10 Amazon DSP tactics to dominate your category (and it goes way beyond basic PPC) PPC is great for capturing intent. But what if you could reach buyers before they even search? That’s where Amazon DSP steps in 👇 Here’s how top brands are using it to scale faster and smarter: 1️⃣ Go cross-channel ↳ Run display + video ads on AND off Amazon (think apps, news sites, even IMDb). 2️⃣ Retarget like a pro ↳ Re-engage shoppers who viewed, added to cart, or bounced without buying. 3️⃣ Unlock custom audiences ↳ Segment by behavior, demographics, income, and more—hyper-targeted and tailored. 4️⃣ Expand with lookalikes ↳ Reach people similar to your best buyers using advanced audience modeling. 5️⃣ Own every stage of the funnel ↳ Unlike PPC, DSP lets you build awareness before someone even hits the search bar. 6️⃣ Video ads = attention ↳ Get in front of shoppers with rich video across Fire TV, Prime Video, and beyond. 7️⃣ Scale beyond Amazon ↳ Use DSP to advertise on third-party websites—even to shoppers who’ve never seen your listing. 8️⃣ Real-time insights ↳ Track view-through rate, CTR, conversions, and optimize on the fly. 9️⃣ Dynamic creative ↳ Automatically show the right ad, to the right person, at the right time. 🔟 Combine DSP + PPC ↳ DSP drives awareness. PPC closes. Together? Total funnel coverage = serious sales. ▶ Swipe through the carousel to see how it all works.