{"id":27991,"date":"2024-02-05T06:11:32","date_gmt":"2024-02-05T14:11:32","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=27991"},"modified":"2024-02-26T03:20:21","modified_gmt":"2024-02-26T11:20:21","slug":"4-common-misconceptions-of-amazon-dsp","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/amazon-advertising\/4-common-misconceptions-of-amazon-dsp\/","title":{"rendered":"4 common misconceptions of Amazon DSP","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">A lot of myths about <a href=\"https:\/\/www.intentwise.com\/blog\/amazon-advertising\/amazon-dsp-explained-demand-side-platform\/\">Amazon DSP<\/a> always seem to be flying around. At Intentwise, we often hear from brands that say they\u2019re not ready for DSP, or that they don\u2019t need to bother with an upper-funnel strategy yet.\u00a0\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In some cases, they\u2019re wrong.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The reality is, even though it\u2019s often portrayed with a broad brush, DSP is not a one-size-fits-all solution. Many brands that don\u2019t currently use DSP could see real benefits from those ads.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Below, we\u2019re we\u2019re breaking down the four most common DSP misconceptions.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-i-don-t-spend-enough-on-sponsored-ads-for-dsp-to-be-worth-it-nbsp\"><strong>I don\u2019t spend enough on Sponsored Ads for DSP to be worth it.&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Amazon DSP is useful much sooner than you might expect. Of course, we wouldn\u2019t recommend DSP to a brand that\u2019s only spending $1k each month on ads. But some brands think they need to build up a huge ad budget before they start adding DSP to their mix. That\u2019s just not true.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Any brand that has fully capitalized on their branded sales on Amazon should begin exploring DSP to help draw in new shoppers.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It depends a lot on your category and your strategy. Sometimes the most popular non-branded keywords for your product are very expensive, like \u201cheadphones.\u201d In that case, it might be more cost-effective simply to switch to DSP, and bring in new shoppers into the fold.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">DSP uses a CPM (cost per thousand impressions) model\u2014unlike Sponsored Ads, DSP doesn\u2019t charge based on clicks. Running display ads on third-party websites will cost you several dollars (probably $4 to $6).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The clickthrough rate on DSP might be lower, but if the CPCs for Sponsored Ads in your category are high, those clicks will probably be a lot cheaper.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But crunch the numbers to figure out at what point DSP is worth it. There\u2019s no universal budget size that means you <em>need<\/em> to start using DSP, so make sure you do the due diligence to prove out its value.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-dsp-is-taking-credit-for-my-sales-from-sponsored-ads-nbsp\"><strong>DSP is taking credit for my sales from Sponsored Ads.&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019ve often spoken to brand owners that see a high return on their DSP ads, and assume that means they simply converted shoppers who either were already customers or who would have bought from them anyway.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The reality isn\u2019t so simple. Don\u2019t want to cannibalize your sales? In DSP, it\u2019s easy to negate audiences. You can exclude anyone who has already bought from you, for example\u2014or, if you\u2019re running a New-To-Brand campaign, you can negate shoppers who viewed your product page.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If the results are still good, even after an audience exclusion, that means there\u2019s no cannibalization.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can also measure ad overlaps in <a href=\"https:\/\/www.intentwise.com\/amazon-marketing-cloud\">Intentwise Explore<\/a>. Run ad overlap queries that would be able to answer whether your DSP buyers already saw your Sponsored Ads.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-i-m-not-ready-for-upper-funnel-ads-nbsp\"><strong>I\u2019m not ready for upper-funnel ads.&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">For as much as we encounter concerns about cannibalization, we also hear a lot from brands that don\u2019t think they\u2019re ready for upper-funnel ads yet. These tend to be small brands who are laser-focused on their ROAS numbers. They just don\u2019t think upper-funnel DSP is worth it.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">First, many DSP ads are <em>not<\/em> upper funnel. Because of the granularity of the targeting options available, and because you can negate audiences, you can actually get a very high ROAS from DSP ads.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But upper-funnel ads are also necessary for the long-term growth of your brand. If you want to create a sustainable business, you need a way to bring in new people.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Plus: Even if your ROAS is low doesn\u2019t mean your DSP ads aren\u2019t converting. Amazon uses a last-touch attribution system, so that, if a shopper sees a DSP ad and then clicks a Sponsored Products ad, your DSP ad won\u2019t get credit, even when it was crucial to the sale.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Want to measure just how many of the shoppers who see a DSP ad at some point in their journey end up converting? Just run a simple, pre-vetted query in <a href=\"https:\/\/www.intentwise.com\/amazon-marketing-cloud\">Intentwise Explore<\/a>.&nbsp;&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-i-can-t-afford-to-build-the-creative-assets-needed-for-dsp\"><strong>I can\u2019t afford to build the creative assets needed for DSP.<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019ve also run into brands that don\u2019t have the budget to invest in sophisticated creative assets for their ad campaigns.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">While building custom creatives is the ultimate goal, it\u2019s okay if you don\u2019t have the budget to do so yet. When you run display ads in DSP, you can use DSP\u2019s existing templates.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Through a feature called \u201cResponsive E-Commerce Creatives,\u201d brand owners can upload their ASIN and a title and headline for the ad, and Amazon will generate some simple display ads for you. You can choose the size you need.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you want to put a slightly personal touch, you can also upload custom photos and use those in the ad. These ad creative templates are great if you\u2019re just getting started. Use them for display ads while you invest in more custom ads later.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>A lot of myths about Amazon DSP always seem to be flying around. At Intentwise, we often hear from brands that say they\u2019re not ready for DSP, or that they don\u2019t need to bother with an upper-funnel strategy yet.\u00a0\u00a0 In some cases, they\u2019re wrong.&nbsp; The reality is, even though it\u2019s often portrayed with a broad [&hellip;]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":22,"featured_media":27994,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","cybocfi_hide_featured_image":"","footnotes":""},"categories":[20],"tags":[53,96,155],"class_list":["post-27991","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-amazon-advertising","tag-amazon-dsp","tag-mobile","tag-newsletter"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>4 common misconceptions of Amazon DSP<\/title>\n<meta name=\"description\" content=\"Think you don&#039;t spend enough on Sponsored Ads to be ready for Amazon DSP? It&#039;s time to dispel this and other common misconceptions of DSP.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intentwise.com\/blog\/amazon-advertising\/4-common-misconceptions-of-amazon-dsp\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"4 common misconceptions of Amazon DSP\" \/>\n<meta property=\"og:description\" content=\"Think you don&#039;t spend enough on Sponsored Ads to be ready for Amazon DSP? It&#039;s time to dispel this and other common misconceptions of DSP.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.intentwise.com\/blog\/amazon-advertising\/4-common-misconceptions-of-amazon-dsp\/\" \/>\n<meta property=\"og:site_name\" content=\"Intentwise Blog\" \/>\n<meta property=\"article:published_time\" content=\"2024-02-05T14:11:32+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-02-26T11:20:21+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2024\/02\/Amazon-DSP-Myths.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1750\" \/>\n\t<meta property=\"og:image:height\" content=\"1000\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Michael Waters\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Michael Waters\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-advertising\\\/4-common-misconceptions-of-amazon-dsp\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-advertising\\\/4-common-misconceptions-of-amazon-dsp\\\/\"},\"author\":{\"name\":\"Michael Waters\",\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/#\\\/schema\\\/person\\\/b792a03444bf9fe1673eec5daf7fae99\"},\"headline\":\"4 common misconceptions of Amazon DSP\",\"datePublished\":\"2024-02-05T14:11:32+00:00\",\"dateModified\":\"2024-02-26T11:20:21+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-advertising\\\/4-common-misconceptions-of-amazon-dsp\\\/\"},\"wordCount\":860,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-advertising\\\/4-common-misconceptions-of-amazon-dsp\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/wp-content\\\/uploads\\\/2024\\\/02\\\/Amazon-DSP-Myths.jpg\",\"keywords\":[\"Amazon DSP\",\"Mobile\",\"Newsletter\"],\"articleSection\":[\"Amazon Advertising\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-advertising\\\/4-common-misconceptions-of-amazon-dsp\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-advertising\\\/4-common-misconceptions-of-amazon-dsp\\\/\",\"url\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-advertising\\\/4-common-misconceptions-of-amazon-dsp\\\/\",\"name\":\"4 common misconceptions of Amazon DSP\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-advertising\\\/4-common-misconceptions-of-amazon-dsp\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/amazon-advertising\\\/4-common-misconceptions-of-amazon-dsp\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intentwise.com\\\/blog\\\/wp-content\\\/uploads\\\/2024\\\/02\\\/Amazon-DSP-Myths.jpg\",\"datePublished\":\"2024-02-05T14:11:32+00:00\",\"dateModified\":\"2024-02-26T11:20:21+00:00\",\"description\":\"Think you don't spend enough on Sponsored Ads to be ready for Amazon DSP? 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