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The Best Amazon DSP Bid Strategies
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Amazon DSP, which stands for demand-side platform, is a system that allows advertisers to set bids and purchase ad inventory from multiple ad exchanges at a single time.
When using Amazon DSP, you can support a wide range of advertising goals, from awareness-based prospecting to remarketing to drive conversions. You can also identify users in the upper funnel of the purchase consideration stage to keep them interested as they move further in their decision-making process.
Read on to learn more about the benefits of advertising through the Amazon DSP platform and our top recommended Amazon DSP bidding strategies to implement for your campaigns.
What Is Amazon DSP?
Amazon DSP is an impression-based display marketing platform that is available to both advertisers who sell products on Amazon and those who do not. Using the DSP platform’s software, buyers can purchase audio ads, display ads, and video ads to promote their products, services, or brands across the web.
Advertising through Amazon DSP differs from Amazon Sponsored Ads where you bid on specific keywords or ASINs. With the DSP, you bid on specific groups of Amazon shoppers, which are based on customers’ online shopping behavior, both on Amazon and off. Amazon DSP works in tandem with Sponsored Ads to cover the full Amazon shopper consideration funnel.
Amazon DSP has exclusive access to serve impressions on inventory from sites and apps they own and operate, including Amazon.com, IMDb.com, and Twitch.tv, to name a few. It reaches consumers across various platforms, such as desktop, mobile, over-the-top (OTT), and was built to send users to and keep users on Amazon.com.
Amazon is continuously adding new features to its DSP to better serve its growing number of users.
Top Amazon DSP Bidding Strategies
Below are Feedvisor’s top three recommended bidding strategies for Amazon advertisers to get the most bang for their buck when using Amazon DSP.
3. Forecasting Amazon DSP Bids Based on Seasonality and Targeting Strategy
The outline base and max CPM bid above are for evergreen strategies. During seasonal times, when you expect competition to be at its highest, we recommend proactively adjusting the max bid by 20% in an effort to win placements over the increased competition.
Feedvisor’s Amazon DSP advertising experts operate with an agency-like model, optimizing your marketing strategy and executing based on Amazon campaign best practices, as well as current and historical data to drive performance based on your specific KPIs.
Sign up for a demo with our Amazon experts to learn more about how we can successfully manage your Amazon DSP campaigns.