Resources - Webinars

DSP: The Ultimate Upper Funnel Tool

Watch Feedvisor’s webinar recording on DSP and learn how this upper funnel tool can help your business sustain ROI. By Rachel Van Clepper December 7, 2022
Click play to view the recording

Amazon DSP is a demand-side platform that helps you set up sustainable ROI by utilizing Amazon’s audience data and expansive advertising offerings.

You can find the transcript of this on-demand video at the bottom of this page.

In this webinar recording, you will learn:

  • What DSP really is (and what it isn’t)
  • Tips to reach your goals using DSP (including a timeline for when you’ll see results)
  • Steps to track and measure ROI, including upper-funnel success

Why DSP? Custom and pixel audiences, custom creative, and the ability to drive traffic to your DTC site are just a few reasons why Amazon DSP is a worthwhile ad type. DSP helps you utilize the full Amazon ecosystem and optimize your top-selling products.

Find out how you can take advantage of DSP in our webinar recording featuring Amazon Ads experts Doug Kaplan and Kathryn Nachajski.


Watch Now

00:00-02:56 - Introduction
02:57-05:23 - Agenda
05:24-07:36 - Defining DSP
07:37-09:32 - How DSP is Used to Help Sellers and Brands
09:33-12:54 - Why Choose Amazon DSP?
12:55-16:44 - What Isn’t DSP?
16:45-18:02 - How to Launch a DSP Campaign
18:03-27:09 - How to Track and Measure ROI with DSP
27:10-36:18 - Q&A


DSP: The Ultimate Upper Funnel Tool

Note: This webinar was designed to be watched, not read. We strongly recommend that you watch the on-demand video, which includes charts and visuals, not in this transcript.



Rachel Clepper: Alright everyone, welcome to the DSP Webinar all about “DSP: The Ultimate Upper Funnel Tool.” Thank you so much for joining us. 

Before we begin and give our introductions to Doug and Kathryn, I have a few housekeeping items that we want to mention. We will be answering questions at the end of this webinar and throughout, in the chat. Please submit questions in the Q&A. You can find the Q&A at the bottom of your screen, and we will be answering all of those questions. 

This webinar will also be recorded and will be shared with you within 24 hours of the conclusion of the webinar. You will also be able to find a recording of the webinar on our website under our resources section. 

One more thing, we would appreciate your participation in a short poll we have at the end. We’ll be covering the overall satisfaction of the webinar as well as getting your insight into potential DSP topics in the future or other topics for other webinars. 

Now, before we begin, let me introduce Feedvisor and our speakers, as well as myself. I am your host, Rachel Van Clepper. I am the Content Marketing Writer here at Feedvisor, and it is my pleasure to introduce our two speakers. First of which is Doug Kaplan. Prior to joining the Feedvisor, Doug worked for Amazon for almost eight years, where he helped in the creation of Amazon DSP. So very fitting. As well as the launch of Amazon’s global programmatic platform, he also worked in Samsung Ads and Walmart Connect throughout his 14-year career in advertising, in online advertising specifically. 

Next up is Kathryn Bailey. Kathryn Bailey has worked in the digital advertising industry for four years, three of which have been spent solely as a campaign manager working on various DSP campaigns. She is an expert in Amazon advertising and DSP. Campaign creation, management, and optimization. And before I hand it over to our main speakers today, I would love to tell you a little bit more about Feedvisor. 

At Feedvisor, we help brands and retailers outperform their competition and win on Amazon. And Marketplaces are pretty complex to navigate and highly competitive, more so now than ever before. At Feedvisor, we help by holistically optimizing your business with Best-in-class AI technology, predictive business intelligence, and deep Amazon expertise across advertising, pricing, and content. 

And as a result of our vast proprietary data, we also have a unique pulse into Marketplaces across every category, as well as search and competitive landscape for our clients. So, without further ado, Doug, I’m going to pass it on over to you. 



Doug Kaplan: Perfect. Thank you, Rachel. We’re really excited to dig into this presentation that’s just really all about the DSP. DSP, I’m sure people have heard about it. It’s a pretty big buzzword in e-commerce and advertising, but most people don’t actually know what the DSP is and how you can begin utilizing it for your strategies in advertising. 

Marketplace sellers, they’re more abundant than ever, which means there’s just much more competition. A lot of competition. I’m sure everybody is aware of that. There are over 5 million sellers on Amazon alone, and it takes a significant amount of dollars for your products and ads to reach your customers, let alone convert. 

Because of this, we’ve all seen ad offerings evolving to include much more upper funnel options, which is where the DSP lives. So you’re starting to see shifts from more performance-based tactics to brand-building strategies. 

These include awareness-driven formats like digital display and video, which are becoming a much bigger part of your advertising. And these are all leveraged to reach in-market consumers. 

You can’t reach on Amazon search or other sponsored ad platforms or lower funnel advertising efforts that Amazon offers. But as upper funnel ads continue to grow in importance, we need to explain how you’re going to begin incorporating the DSP into your advertising strategies to meet your goals. 


Kathryn Bailey: Awesome. I just want to go through the agenda. Today we’ll be covering three main points. First of all, what is the DSP and what it really isn’t? Then we’ll be talking about some tips to reach your goals using the DSP, and this will include a timeline of when you can expect to see results come through. 

And then lastly, steps to track and measure RoAS, which is the return on ad spend, as well as bringing and keeping customers to your product detail pages, or PDPs. So, at the end of this webinar, we will have a Q and A session, so please feel free to submit any questions that come up now, and we’ll answer them at the end via chat. 

So let me pass it over to Doug, and he’ll dive into what is the DSP?

Defining DSP


Doug Kaplan: All right. Thanks, Kathryn. So we’re going to start this presentation really 101, really basic, just to make sure everybody has an understanding of exactly what the DSP is. 

The DSP itself is short for the words demand side platform, which, as you may know, or will hopefully learn today, it’s a strategic part of an upper funnel advertising strategy, and it helps to really bridge the gap between your upper funnel strategies and your sponsored campaigns, which would be the lowest funnel opportunities available through Amazon Ads. 

We do this by creating product and brand awareness with advertising to help extend your audience reach. The DSP is really the platform that’s built for scale and built for reaching and identifying customers all across the Internet around any device they’re on. 

The platform is also DSP also allows advertisers to not only set their bids but it also allows them to purchase inventory from multiple exchanges at a single time with the help of programmatic automation. 

You’ll hear the word programmatic quite a bit, as it’s tied closely with what the DSP is, as it’s sort of the backbone of the DSP itself. The DSP provides a unique opportunity to both retarget potential customers on Amazon’s PDPs or help drive them to the product detail page from other advertising efforts we mentioned, programmatic ad buying. 

I want to go into that a little bit, so people understand what it is. So programmatic ad buying is an automated method of buying digital media. What that means is it ensures advertisers are reaching the right person at the right time in the right place. 

Programmatic ad buying uses data to make decisions on how to buy ads in real-time. And the key component there is real-time. This all happens in a microsecond. So now we know what the DSP is. 

We know programmatic ad buying is, but what does programmatic have to do with the DSP? So programmatic ad buying is the tool that allows the DSP to be delivered to users on a variety of devices based on their shopping and browsing behavior at scale, in real-time. 

So this means that based on your shopping experience, your browsing experience, and serving you ads that are relevant to you in real-time at scale, the DSP is how that’s delivered to the users. And this always helps to make sure that the advertising is relevant to the right consumer because nobody wants to see an ad that isn’t relevant to them. We want to make sure that the experience is good for the user as possible.

How can DSP be Used to Help Sellers and Brands on and off Amazon?


Kathryn: Now that we know what the DSP is, how can it be used to help sellers and brands on Amazon off Amazon? 

So let’s stop and take. For a second, how we interact with ads in our everyday lives. For example, you’re on the internet, you read a Forbes article, you’ll see a bunch of different video or banner ads, and it’s a DSP’s job to make sure that the ads are not necessarily annoying you, but they’re showing you a relevant ad based off your interests and online shopping or browsing preferences. 

So it’s really bringing the purpose of finding the shopper to make the purchase. So the DSP is one of the upper funnel entry points that help qualify those users earlier on in their conversion purchase journey and convert them down to the lower funnel. 

DSP is used for awareness-based prospecting remarketing. And then, as I said, identifying those upper funnel users and purchasing them, pushing them down the purchase consideration journey. 

By exposing ads to users early on in their consideration journey, there are larger amounts of potential customers that you’re qualifying earlier on, as opposed to if they were first approached in your lower funnel efforts like sponsored ads. 

With effective strategy and management of the DSP, you’re able to utilize the brand messaging across that full funnel to, in turn, bring in more sales.


Why Choose Amazon DSP?


Doug Kaplan: Perfect. All right, so now that you better understand the DSP in general and programmatic advertising, you may be asking, why choose the Amazon DSP? I’m sure many of you know there are many DSPs out there. Why? The Amazon DSP is really the one that we try to champion as much as possible. There are really three components to this, and we’re going to go through those here. 

There are more than just three, but we really want to highlight three that we feel are the ones that have a significant advantage. Over other DSPs. So the obvious is access to Amazon’s exclusive and massive first-party audience capabilities. 

Everybody’s aware of how big Amazon is in the marketplace. We’ve seen that it represents approximately 40% of the entire US e-commerce market. So we know that they have they’re sending out an incredibly robust audience that’s available for advertisers. 

So these audiences allow the DSP to reach customers based on their shopping and browsing behavior in real-time, based on historical data. And this can be used for retargeting or prospecting strategies that gather mentioned earlier. 

It also gives you one of the earliest points to start tracking the purchase journey. If you’re leveraging Amazon DSP, all of the metrics and all the attributed data start from the day the impression was first served on whatever platform you’re using, whether that’s video, whether that’s display on a mobile app. 

So you can really start to measure that journey, whether they purchased a specific product or not. Then only Amazon gives you that insight into their platform and purchases. You can also bring your own data from your own CRM and overlay it with Amazon’s first-party data to create high-quality more niche, more targeted audiences so that you can then survive through the DSP. 

So that’s the first key component of the DSP. Another one that is really again obvious is the inventory. So by using the Amazon DSP, you have exclusive access to serve impressions on inventory from sites and apps that Amazon owns and operates. 

This includes, that’s the primary one. But not to be forgotten, are there a mobile shopping app,, Fire TV, and Twitch that’s just in with you? They’re continually enabling more and more of their own and operated properties for advertising. 

The Amazon DSP reaches consumers across various platforms not against all the sites that they own, but also on desktop, mobile, streaming TV. It’s designed specifically to send users and to keep users on through these various inventory types. 

The final reason I’ll discuss today is the creative opportunities. Amazon has what’s called a dynamic or responsive e-commerce display and video creative. It’s a bit of a tongue twister, but basically, what that does is it allows the user to access the things like Amazon imagery. 

So you’re permitted to use items such as the Prime Eligibility Logo and the Star Rating Call to actions that are stock aware. So if your item is out of stock, it will promote that item, or it will say something like Learn more instead of Buy now, you can also pull information from the PDP dynamically, including things like up-to-date pricing, any promotion review scores, product image promotional badges such as the Prime Day Badge. 

If your ad is eligible, all you need is an ASIN, and the creative will be built automatically based on real-time information directly from the PDP. Awesome. So now, turning back to the DSP, in general, we know what the DSP is, but let’s talk about what the DSP isn’t. 

What Isn’t DSP?


Kathryn Bailey: Awesome. So now, turning back to the DSP, in general, we know what the DSP is, but let’s talk about what the DSP isn’t. So for one, the DSP is not a short-term solution, and the DSP is a platform that really needs time to mature and nurture that customer as they eventually make a purchase, needs time to develop and will normally see within the first 90 days indicators of performance. 

But keep in mind it may take a little bit longer than anticipated as all results are directional and should in turn, help inform your optimizations and additional strategies. And then the second thing, the DSP should not be your only advertising tool, so it should not be used in isolation. 

In other words, it should be used as a tool to help drive traffic to the product detail pages or your brand store and then in turn generate awareness of your products. So. It depends on the consideration journey, and we’re competing with the competition who are reaching customers early on. 

This needs to be done in conjunction with other strategies, such as Sponsored Ads, not in isolation. All right, Doug.

Doug Kaplan: Alright, so Kathryn, you mentioned Sponsored Ads. Which I think is a big conversation right now between what Sponsored Adares and what the DSP is. It’s important to note that the DSP is absolutely not the same as Sponsored Ads. Even though they share a lot of similarities, they are not the same thing. DSP is definitely not PPC. That is a very fine line between the two different platforms. 

We always call the DSP the Proactive Solution, and sponsored ads are reactive. They both serve a purpose. They both work together. We want to kind of provide you with a real-world example of how that works together. 

We always compare the DSP to the billboard that a customer would see from their car as they’re driving to the store. And Sponsored Ads is the ad you’re going to see in the aisle itself. So we want to make sure that. 

As you’re heading to the store, the customer is thinking about your products so that by the time they’re finally ready to purchase, sponsored Ads are kind of continually pushing them towards considering your product over another. 

In order for this to work, that billboard ad on the highway has to be as relevant to the user as possible. We’re not necessarily concerned with where that billboard is located as long as it’s on the way to the store. 

We want to make sure that we’re serving the billboard to the right user. So this is something that sponsored and then unable to do because Sponsored is much more reactive. You typically have to trigger an action, and then that will result in an ad, whereas with a DSP, an action you performed in the past is what generates an impression today. 

So we’re going to have additional webinars or blog posts on this in the future because this is a topic all by itself that we want to really dive into and give everybody a good understanding of what this means in practice. 

But before we move on, just a quick note about the differences between the platforms beyond what I just mentioned, about the reactive and proactive elements. Is that the pricing model? So the DSP uses the CPM model, and people aren’t familiar with that. 

It means you’re paying for impressions,  regardless of whether or not a user clicked on the ad or performed an action like visiting the product detail page. Sponsored ads are a pay-per-click model, so sponsored will be much more of a performance-based option, whereas DSP is a much more awareness and reach tool, because, again, you’re paying for impressions at scale. 

And because you’re paying for those impressions, there’s much more inventory available to users who are willing to pay for impressions and not have to worry about performance to get revenue like they do with sponsored ads. 

So you’ll see a lot more publishers out there opening their inventory to CPMs and not clicks because CPMs, again, as I mentioned, you’re paying for whether the user clicked on the ad or not. So the incentive for the publisher is much more in favor of DSP with CPMs. 

How to Launch a DSP Campaign


Kathryn Bailey: Great. So hopefully, by now we’ve answered your questions, and you have an understanding of what the DSP is and isn’t. So you’re ready to get started with the process of launching a campaign. So what does that look like? 

Doug and I like to set up a pre-launch call with clients to understand advertising goals. We will then create and tailor a media plan that will achieve such goals. The process is pretty simple. From there, you’ll just provide us with the necessary information, such as creative assets, as in brand, logo, etc. Or other things included, and then pending client approval on the proposed media plan, campaigns can go live within 24 to 48 hours. And this does depend on any creative ad policy rejections that we may come across or custom audience creation issues. But with that being said, when you work with our team at Feedback and we will hold your hand through the entire process to make sure that you’re comfortable with us managing your DSP strategies and then that we can help you resolve any campaign issues is and help you avoid them happening in the first place. 


How to Track and Measure ROI with DSP


Doug Kaplan: Perfect. We’re continuing on this journey. Now you know what the DSP is, you know what it isn’t. Hopefully, at this point, you’ve spoken with us, and we’re about to execute your campaigns. Now you’re probably wondering about the results. 

Katherine briefly mentioned earlier that the DSP is not a short-term solution. For anybody looking for a quick return, the DSP is not the plan. The DSP needs time to nurture and mature and qualify the users, which does take a little bit of time, but the results are typically a gain in overall performance after the long-term period has run. 

We typically expect early indicators of performance around 90 days on whether or not the DSP is showing any sort of indication that it’s going to be working against your goals. I do want to dive a little bit into goals, so we obviously hear clients with all different types of reasons why they want to use the DSP or can the DSP help based on what they’re trying to accomplish. 

So I wanted to go through a few of the common ones we hear and just a little bit of the different things that the DSP can help move the needle forward, some more than others. Again, the more lower funnel efforts is not the DSP strong point, but the more mid to upper is where it really shines. 

So we’re talking about one of the strategies we always hear about is improving total sales. You’re looking at total sales across your entire catalog. DSP helps because, again, you’re qualifying users earlier on. 

You’re not just having users come back to the product after they purchased in the past. You’re really trying to focus on lifting overall total sales by reaching users much earlier in the consideration phase. 

While the DSP is not ideal for the low funnel solution, that’s really where platforms like Sponsored does. It could perform bit of a mid to low funnel by using retargeting efforts to really focus on performance and rous. 

You’re a bit limited in that as you’re identifying users who’ve been to your pages. But there is scale there with the DST to retarget users to drive them to purchase your product. So alongside is a bit more of a prospecting tactic which is driving traffic to the product detail page from users who come from other sites outside of Amazon. 

People who are not on Amazon are highly valuable as people on Amazon are already bombarded by advertising. We want to try to find users outside of that space similar to the billboard we mentioned. That’s where we want to drive that traffic to the product detail page from non-Amazon sites. 

We also want to focus on new-to-brand customers. Because the DSP is proactive, we have the opportunity to focus on users who haven’t been to your page or haven’t purchased a product from you in the past year. 

This is where we really can strive by competing with the other companies in the space much earlier on to create the mindset for your product over another. Another one is going to be building brand loyalty. 

We can always retarget users who purchase products in your brand over the past year because we want to make sure they consider your product and not the competitors. And then the DSP, we kind of see this one for last, but it’s really the strongest point of the DSP is creating a regional awareness to help build your brand name recognition. 

The DSP is able to hit millions and millions of users at scale. Typically delivery is not too much of an issue in the DSP space just because the audience sizes are so large. So we can really reach users who maybe don’t have familiarity with your product or your brand but have expressed interest in the category or expose some sort of lifestyle that we think they’d be a good fit for your products. 

These are just some of the few goals that are possible to achieve that’s. But it’s important to know that they’re all based on. Several different types of criteria. A few of those are the available budget, the audience sizes, if we’re targeting custom audiences, the competitive landscape, and that’s just to name a few, there’s a significantly larger amount of criteria that we take into account whenever we’re building a strategy for clients. 

Kathryn Bailey: Great, adding on to the overall goals that Doug just discussed, let’s talk about what metrics you should track on the DSP for each tactic in order to measure success within those campaigns. So, the following examples are all strategies that we leverage that utilize that Amazon machine learning algorithm to optimize towards the metrics listed in real-time. 

So, the first one is retargeting efforts, which can be product or brand retargeting bringing to your Amazon storefront or the product detail page. So retargeting users that visited the Amazon PDP or your website and we measure success on these tactics by looking at the traffic to the PDP measured in detail page view rates and row as return on ad spend and then prospecting efforts, which is our other one. 

It’s customers currently in market for the category that your product falls under, which could be a competitive product or your own. But this also will be measured by driving traffic to the PDP. So again, looking at detailed page view rate and then also tracking the new to brand purchases. 

So increasing that new to brand users that haven’t interacted with your brand or purchase before. So, to demonstrate our ability to hit a client’s goals, we are including a case study that we. With one of our clients that show the success story of where performance was not necessarily meeting expectations. 

And we quickly, as a team, adapted and optimized into new strategies that were then given time to develop and measure performance. So in this slide, you’ll see that Clearpath Paper was looking to increase awareness, drive repeat purchases, and utilize a full funnel advertising approach with the DSP. 

So it started with a monthly budget of $5K, but within the first month, we weren’t necessarily seeing the results that they were hoping for, so requested that they cut their DSP spend in half. So with that minimal budget, we were still able to work with what we had and really optimize and shift our strategy, which in turn resulted in row as increasing four times. 

We increased the DSP, attributed sales by 116%, and increase the percentage of new to brand customers for that brand by 45%. So really, just demonstrating here our ability to take with what you have and make it work for you to optimize that strategy. 

We’ll be sharing this full case study in our follow up email after the webinar has concluded.

Doug Kaplan: Actually, I just want to kind of mention one more thing on the case study that I think is important to note is that there was a lot of cooperation with the client. Continually being transparent with them on performance. Having them understand our tactics all along the way and making sure that the Pivot that Kathryn mentioned happened in collaboration with the client, with their agreement, with their understanding, to make sure that they were part of the entire process, that they knew that we were driving the decision and making the recommendations and explaining to them, as it goes. 

I think that’s also the mainstream. Very key that we want to make sure we highlight is that we do pivot on a dime as long as we feel confident in the data and we work closely with the clients to make sure that those changes are effective. 

And if not, again, pivot again. But in this time it was one pivot and performance was very strong and they returned back to their original investment budget. Yeah, thanks for adding that though. Alright, as we’re wrapping up, I just want to kind of summarize a bit here about how me and Kathy work with the clients. 

We work based on all of our experience and expertise to operate a bit like an agency in this case. So one of the things we always try to do is we want to make sure optimize your marketing strategy, I know it says it on the screen, but there’s no better way to put it. 

We absolutely want to focus on making sure that your entire marketing plan is benefited from the DSP based on our historical data, our best practices, our playbooks, we always make sure that we’re executing based on that, along with your own individual goals. 

And as I mentioned, we’re going to take its historical data, historical best practices to drive the performance and make sure that we’re hitting your goal or Pivoting if we’re not, and measuring those optimizations to make sure that the Pivot performed well. 

So we can help you manage your campaigns and your promotions. To drive traffic to your brand store, as I mentioned, or to the Product Detail page to generate awareness, incremental sales and focus on new to brand customers. 

If you like our webinar, please feel free to take a screenshot of this page or share your thoughts on the DSP on any social media platform. Make sure you say Feedvisor for a chance to get a free advertising audit from our team. 

Question & Answer


Rachel Clepper: Great. Thank you so much. Doug and Kathryn, it was so fun to hear you talk a little bit about DSP. We had some questions come through. We’ve already answered a few in the chat, but we’ve. Saved a few to read through Live here. 

So, without further ado, let’s dive into a few of the questions. Doug, I’ll start off the first question with you, and that is if selling on Amazon isn’t my only goal, is DSP still a good thing to include in my advertising strategy? 

Doug Kaplan: Great question, and we get that a lot. Yeah, absolutely. So, you know, the DSP, it’s about finding the right person for the product, whether that’s on Amazon or not. I think it is critical to note that you’re able to drive traffic to your page, to Amazon’s page. 

The landing page is kind of an upper grab. Some of the options are a bit more restricted and limited if you’re running on your own page serving ads through the Amazon DSP. But there’s things like you can’t run certain creatives, you can’t run certain audiences, you can’t run certain inventory, but there are still ways to leverage Amazon. 

And what’s great is, if you’re an Amazon seller and you’re actually selling on your own site, you can still track purchases on Amazon as well as your own to see where those purchases are actually being made. 

As I said, it’s a great strategy to include even if Amazon is not your only goal, because Amazon is still such a large player, we can always make sure we’re tracking purchases to see how your non Amazon efforts are working against the Amazon platform. 

And again, as I mentioned, there are restrictions, but if we work with you, we’ll explain to you what those are similar to. If your landing page is seen as a competitor to the site, there are certain things you can’t do, but we work closely with the client to make sure they understand exactly what they can and cannot do. 

In that case, it’s obviously a bit of a unique scenario, but we work with our clients to make sure they understand. Great.

Rachel Clepper: Thank you so much, Doug. That’s super helpful to know. Another question came in. I’m going to hand this one over to you, Kathryn. Why would I begin using DFP if Sponsored Display is working well as an advertising strategy?

Kathryn Bailey: Yeah, that’s a good question and something that we get a lot, and I believe in. Further, we’ll be educating on kind of the differences as there are a bunch of overlaps between Sponsored Display and GSP. But to answer the question, DSP is just a more robust option if you want to scale and more optimization and customizing with things such as adjusting the recency window. 

DSP has more advanced audience targeting where you can ultimately fine-tune your audiences to meet those niche audiences that you’re looking for. And then the DSP also has more options to upper funnel inventory, like private marketplaces, audio ads, and video offerings that Sponsor Display does not. 

To answer your question, in turn, it’s just a more robust option for clients to use.  

Doug Kaplan: And kind of echoing that, Kathryn and myself have spent a lot of time documenting the differences between the platforms because there’s a lot of gray area between Sponsored and DSP, specifically with Sponsored Display But we have a lot of collateral that we continually update as they enhance sponsored display to continue showing what the difference is between the platforms because it’s as confusing for the client as it is for us. 

So we make sure that we have that as organized as possible.

Rachel Clepper: And I believe we might be having some future content on that as well. So that’s a great segue for that as well. It looks like we have time for two more questions. So, Doug, I’ll start this one off with you again. What DSP tactic is the most popular retargeting or driving awareness, and should they always be used together? All of the above. I don’t think it’s a one size fits all in any situation. 


Doug Kaplan: The DSP is a very fluid platform. Sponsored is kind of a lot more set in stone, but the DST is a very creative, flexible, fluid platform. So Retargeting and Prospecting both have their place in any upper funnel media plan. 

So it really depends on the goal. If your goal is new to Brand, we’re going to want to focus on Prospecting. But that’s an upper funnel. We’d be ignoring Retargeting as a lower funnel. That’s a silly thing to do. 

We want to make sure we cover the entire funnel, not just a piece of it. As Kathryn mentioned earlier, DSP should never be used in isolation. Strategies within the DSP should not be used in isolation as well. 

Anywhere there’s a gap is an opportunity for a client to come in and introduce their own ad and conquest that customer. So we want to make sure that you have a healthy mix of both and that you’re not just focusing on your Retargeting audience, because Retargeting is going to be people who’ve been to your page. 

That’s always going to be a smaller audience than Amazon’s in-market and lifestyle audiences, which is huge. So you’re ignoring the upper funnel. So, again, by including both, you’re hitting people who’ve been to your page and people who haven’t been to your page. 

One of the things we do is make sure that the prospecting is only focusing on people who haven’t been to your page and Retargeting is focusing on people who have. So we kind of have everything covered. We try to keep things as clean as possible, and at the end of the day, we think they work together in tandem. 

Kathryn Bailey: Yeah, I’m just adding to that. That’s why Doug and I really like to hop on a call with clients pre-launch so that we can understand their goals and really create something that, like Doug said, it’s not one size fits all. So we have the freedom to kind of tailor that to your goals. 

Rachel Clepper:  Great. Thank you, too. We’ll do that. The last question before I share what that is. We’ll keep on answering questions in the chat, too. So if these are prompting more questions, please send them. Send them in to chat. Keep on sending them in the chat, and we will answer them. If we don’t answer them, we’ll have some more content coming up that may just be inspired by your questions as well. 

So the last question here, Kathryn, I’ll start with you and Doug, feel free to add in. What is the biggest pro of using Amazon DSP? We have this whole webinar talking about all the things that DSP can do. If you had to choose one thing to convince someone why they should ultimately start using DSP, what would that be?

Kathryn Bailey: Great, the simple answer is that Amazon is the world’s biggest e-commerce site. So just being there and having a leg up and you’re able to compete with your competition on and off Amazon. 

So while other platforms like sponsored ads allow you to do that, again, it’s that customization of what the Amazon DSP has to offer that really allows you to scale and again be on the world’s largest ecommerce platform. 

Doug Kaplan: The crowd is there. So we need to make sure where the crowd is, whether that’s their audience or the inventory, they have to go where the action is. And right now the action continues to be on Amazon, and then I don’t see that changing anytime in the near future. 

So we have a steady foot in the Amazon advertising ecosystem.

Rachel Clepper:  Awesome. That was all the time we have for questions. But before everyone starts leaving, we have a short survey we’re going to ask everyone to fill out talking a little bit about how you felt about this webinar and ideas for future webinar content that you want us to talk about here at Seizer. And then remember that we’ll be doing a follow-up email and that will include the recording of this webinar as well as future insights and invites into deeper a deep dive into topics like Amazon’s audience capabilities, creative options, and different types of goals that DSP includes, as well as many more pieces of content that we may have found from your contributions here during this webinar. So hold tight and fill out that survey. Anything else we would like to add at the end? And Doug or Kathryn?

Kathryn Bailey: I don’t have anything. It was a pleasure to be here today and talk about all things DSP. Looking forward to the future topic. 

Doug Kaplan: I think hopefully this educated a lot of people on the DSP. When we get a call with clients, we always go on and on and on for hours about this. We’re pretty passionate about it. It does take a little bit of a conversation to kind of explain a bit about what the DSP does. 

Today is just the starting point. Hopefully, we can connect with some more people to kind of get dive deeper into these questions. We have open-door policies. We’re happy to speak with anybody and really just educate them about the DSP. 

We feel it’s a pretty critical component that oftentimes has been more confusing than helpful. So we’re hoping to clear the air and really use our experience to build the best campaigns for our clients as possible. 

Rachel Clepper: Thank you so much. You too. And to our audience, don’t forget to post on social and potentially receive a free advertising audit. This is an awesome thing that we are offering, and you can find us on all social media sites, fill out that survey, and thank you so much for joining us and our DSP experts, Doug and Kathryn. 

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