There are two sides to the Amazon advertising ecosystem: search ads and DSP ads. Search ads, which reach shoppers on Amazon.com who are already seeking out specific products, tend to be a zero-sum game. Either your competitor will win those sales, or you will.
DSP ads, by contrast, can bring in a whole new set of audiences. Though they’re usually considered to be a mere awareness driver, by using DSP’s built-in audience-targeting capabilities, savvy brands can drive a large number of direct sales.
In this webinar, Chris Middings of Lean Edge Marketing walks you through how to build a competitor-aware ad strategy that uses both sponsored and DSP ads.
He discusses:
When a shopper searches for a product on Amazon.com, there will probably be one of two outcomes. You’ll win the sale, or your rival will.
Sponsored ads are therefore critical to a competitor-aware ad strategy. Many brands use Sponsored Products ads, which is the most competitive space you can be advertising in. But it’s important to look beyond them, too. Search is a limited audience. Instead, consider other ad types, like Sponsored Display, to defend your pages and hijack competitor pages.
Once you have built your defenses, think about competitive advertising. How can you take real estate from a competitor’s page? Which combination of ads should you use, and how should you identify the best conquesting opportunities?
Most often, brands and agencies think of DSP ads purely as brand awareness plays. But the reality is that, when deployed correctly, DSP ads convert sales—and sometimes a lot of them.
DSP ads unlock new audiences who might be in-market for your product but who won’t even be searching for it yet. Using this feature well can drive a whole lot of conversions.
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