Managing DSP and Search Campaigns on Amazon

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.

$12K in ad spend → $100K+ in sales. Miracle campaign? Or just a different attribution model? I see this all the time, brands and agencies celebrating “crazy high ROAS” on Sponsored Display or DSP, without understanding why the return looks so good. They double down on the campaign, and increase budgets. Spend keeps climbing but total sales fall flat. So what’s actually happening? When you’re looking at vCPM campaigns, you have to think about the customer journey. Take Sponsored Display: If someone views your ad on Amazon, they’re already high intent. That intent is amplified even more when you’re remarketing to shoppers who already visited your PDP. In a lot of cases, that customer was going to purchase anyway. But because they scrolled past your SD ad before checking out, the ad gets full credit, thus inflating ROAS without actually growing topline sales. You’ll see it instantly when you pause SD spend and total sales doesn't drop. Don’t be fooled by inflated attribution. Not convinced? Amazon now gives you by-click vs. by-view metrics for ACoS/ROAS. Check the difference in the screenshot below ⬇️ Now, DSP tells a similar story, but for a different reason. Yes, you get more control over audience targeting, but most brands still chase the “best ROAS” instead of asking, is this incremental? Remarketing is powerful. But use it strategically. Serve those ads off-Amazon or in disruptive environments to re-engage customers without cannibalizing organic conversions. At the end of the day, the goal isn’t just high ROAS. It’s sustainable growth that actually moves the topline.

Think PPC is a set-and-forget strategy? Think again. Managing hundreds of campaigns across multiple accounts a week is more work than you would anticipate. Here's how you can transform your Amazon PPC game too. First, let's debunk a common myth: you can't just set up a PPC campaign and forget about it. Your strategy needs to evolve constantly. Markets change, competitors shift, and your campaigns must adapt. Here’s how you can stay ahead: 1. Understand Campaign Phases: - Launch Phase: Your goal is visibility. Use broad match keywords to capture a wide audience. - Scaling Phase: Focus on high-performing keywords. Start narrowing down to exact matches. - Profitability Phase: Optimize for ROI. Negate non-performing keywords and adjust bids for the best return. 2. Keyword Strategy: - Research: Use tools like Helium 10 and Datadive to find relevant keywords. Look for high search volume but low competition. - Testing: Start with a mix of broad, phrase, and exact match keywords. Monitor and adjust based on performance. - Negation: Regularly review search term reports to find and negate irrelevant keywords. 3. Ad Types: - Sponsored Products: Ideal for driving traffic to individual listings. - Sponsored Brands: Great for brand visibility and driving traffic to your store. - Sponsored Display: Useful for retargeting and reaching a wider audience. 4. Budget Management: - Daily Budgets: Start with a higher daily budget during the launch phase to gain traction. - Bid Adjustments: Regularly adjust bids based on performance. Increase bids for high-performing keywords, decrease for low-performing ones. - Campaign Prioritization: Allocate more budget to campaigns that drive the most sales. 5. Performance Tracking: - Metrics to Monitor: Keep an eye on ACOS, CTR, and conversion rates. - Regular Audits: Conduct weekly audits to ensure your campaigns are on track. Look for trends and make data-driven decisions. Here’s why this matters: PPC is not just about driving immediate sales. It’s about building momentum and achieving long-term success. Your organic ranking will benefit from well-managed PPC campaigns, leading to sustainable growth. Remember, PPC is a tool to amplify your product's success. If your product relies solely on PPC, it might not be the right fit for the market. The ultimate goal is to drive organic sales. So there you have it: adapt, optimize, and succeed. Effective PPC management is within reach when you commit to continuous improvement. It's a game-changer for your Amazon strategy. #PPC #Amazon #Ecommerce

How Strategic Amazon PPC Management Boosted a Shoe Brand's Market Share and Slashed Costs by Over 40% ✅In March 2024, we took over the Amazon PPC campaigns for a leading shoe brand facing several challenges, including a high TACOS of 12-14%. Our mission was clear: increase market share, boost sales, and tackle Buybox challenges from numerous resellers. Strategies Implemented 👉Campaign Restructuring: We revamped existing campaigns and introduced micro-level campaigns, focusing on individual product performance for effective optimization.   👉High-Performing Targets Harvesting: Using SQP Reports, we identified and aggressively promoted high-converting targets, isolating high-volume targets into distinct campaigns to enhance visibility and conversions. 👉Buybox Challenges: We developed campaigns prioritizing Buybox winners, and allocating a higher budget to styles with strong Buybox percentages to ensure effective promotion. 👉Ad Group Optimization: Implementing multiple ad groups within campaigns allowed us to control ACOS while maintaining strong sales and conversions, a strategy particularly effective in the shoe category. 👉Bid & Budget Management: We allocated our budget across Sponsored Products (65%), Sponsored Brands (15%), and Sponsored Displays (15%), optimizing bids for top-of-search placements during peak traffic times to maximize visibility. 👉Weekly Buybox Analysis: Weekly analysis of Buybox gains and losses for each style ID allowed us to adjust campaigns, keeping focus styles competitive and visible. 👉Gender-Specific Segmentation: We separated men’s, women’s, and kids’ style IDs into distinct campaigns with relevant keywords, optimizing ad spend allocation and improving performance across categories. 👉Match Type Strategy: Analyzing performance, we found that phrase match keywords outperformed exact and broad matches, leading to better conversions after adjusting our campaigns accordingly. 👉Keyword Optimization: We continually identified and eliminated non-performing keywords, especially in broad and phrase match campaigns, minimizing wasted ad spend. Auto campaigns were refined weekly by negating ineffective search terms. 👉Positive Search Term Utilization: Leveraging STR reports, we created dedicated campaigns for high-converting search terms, ensuring our ad spend focused on the most profitable terms. Results: ✅March 2024: 41.3% Year-on-Year (YoY) growth. ✅April 2024: 61.9% YoY growth. ✅May 2024: 15.3% YoY growth, even as the market stabilized. ✅June 2024: Continued growth at 6.3% YoY. ✅July 2024: 60.5% YoY growth, with PPC sales up by 177%. Additionally, TACOS dropped below 10%, a significant improvement from the previous 12-14%, highlighting more efficient ad spending. #amazon #amazonadvertising #amazonads

The Top 5 Lessons from Managing a $10M Budget in Amazon's Demand-Side Platform (DSP) Over the last 18 months, I've had the opportunity to manage a $10M advertising budget on Amazon's DSP. Here's a rundown of my top five lessons for those looking to optimize their digital advertising strategies: 🔢 1. Conduct Brand Lift Studies for Measuring Awareness Sales metrics and Return on Ad Spend (ROAS) are great for understanding conversion performance, but fall short when evaluating brand awareness tactics. To get a true reading on this, utilize Amazon's shopper survey panel. It polls thousands of users within your target audiences, gauging any shift in awareness post-ad exposure. 🎯 2. Prioritize Ad Viewability If your ad's viewability rate is below 50%, you're essentially throwing half your ad spend in the dumpster and setting it on fire. You can tweak your viewability settings under 'Targeting' in 'Line Item Settings.' Yes, you might get fewer impressions and higher Cost Per Mille (CPM), but it's better to pay for higher quality impressions rather than to pay for impressions that are never seen. 📊 3. Refine Negative Audience Targeting with "Untargeted Audience" Reports Think of Audience reports as DSP's version of Search Term Reports. These reports break down audience performance by age, demographic, and lifestyle, among other metrics. For instance, we found Android users less likely to buy our premium products compared to iPhone users. Refining our strategy through audience negation led to improved Click-Through Rates and ROAS. 🛒 4. Leverage Amazon's Native Ecosystem I don't allocate funds to less effective tactics unless top-performing strategies are maxed out. Amazon display ads engage audiences already in a shopping mindset, leading to higher CTR, Conversion Rates (CVR), and ROAS. For directing traffic to Direct-To-Consumer (DTC) sites, platforms like Facebook, Instagram, and Google Ads tend to be more effective. 🔄 5. Adopt a Full-Funnel Strategy One of DSP's unique features is its access to Amazon's first-party data, enabling us to craft strategies that guide customers through the awareness, consideration, and conversion stages. This has proven to be an unmatched method for acquiring new customers, particularly for larger brands with wide recognition. I'm now realizing I should have made this my "Top 10 Lessons Learned," but I'll save additional insights for future posts to keep this one concise. Don't forget to follow so you don't miss it! 🙂 #amazonads #amazonadvertising #amazondsp #dsp #digitalmarketing #advertisingstrategies #CTR #ROAS #ppc #CVR #displayadvertising

Most Amazon agencies avoid AMC because they don't know how to use it. They'll run your Sponsored Ads and DSP campaigns in separate silos. No behavioral audiences. No path analysis. Just surface level optimization and monthly reports that look busy. There's a few things that change when you use AMC.. You stop guessing which touchpoints matter. You build audiences based on real behavior, not Amazon's pre-built segments and you see which products introduce customers to your brand and what they buy next. The problem we see? AMC requires SQL knowledge, and an understanding of how Amazon's attribution actually works. Most teams don't have the bandwidth to run it properly. So I wrote a full operator's guide. Copy ready SQL queries for - Cart abandoners - High intent prospects - and repeat buyers. as well as ✓ Validation checklists before you activate audiences. ✓ DSP playbooks that match creative to intent. ✓ Incrementality testing frameworks that prove lift. Everything we use to run AMC for 7 and 8 figure brands. Comment "AMC" and I'll send it over. Because if you're running six figures monthly on Amazon and ignoring AMC, you're paying more per customer than you should be.

Amazon Sellers: If you make this PPC mistake, you're slowing your brand's growth. We are working with over 100 brands in GNO Partners. When we onboard new clients, most of them repeat the same mistake. They address all their PPC campaigns the same way... If that’s you, keep reading… PPC is not about spending ad dollars—it’s a tool to drive either profitability or ranking. From my experience, to win, you need to structure your campaigns around these two objectives: • Profit Campaigns → Aim to generate the highest return on ad spend. • Ranking Campaigns → Aim to improve organic ranking. Each campaign type follows a different strategy. For Ranking Campaigns: • Track conversion rate (CVR) & sales velocity. • Start with highly relevant keywords, then expand. • If your CVR outperforms competitors, increase spend aggressively. • Use only Sponsored Products ads. • Focus budget on high-CVR placements (usually top of search). • Once your organic rank is high enough, adjust bids to breakeven ACOS. For Profit Campaigns: • Main KPI: ACOS (the lower, the better). • If ACOS is profitable, increase budgets. • Use all ad types (SP/SB/SBV/SD). • Test various keyword types: niche, broad, competitor ASINs, etc. • Cut unprofitable keywords aggressively. The key takeaway? Every campaign must have one clear goal. Optimizing ranking and profit campaigns the same way is a major mistake for your PPC and growth on Amazon. Mastering both types of campaigns and balancing them correctly can massively grow your Amazon brand. P.S. If you want a quick PPC audit to see where your ad dollars are going, DM me. I’ll be happy to help. ♻️ Repost if you found this helpful!

It's the Search Terms which gives you the orders not the Keywords, but you are optimizing the keywords and not the search term..🙄 Yup, I see that happening a lot.. Keywords are targeted either in Exact, Phrase or Broad match type.. And if your spends are more in Phrase or Broad then you are missing to see true picture.. The actual keywords which is giving you the orders are in your search term report.. Phrase & Broad match type is largely similar to Auto Targeting.. That is - Amazon's algorithm will find you similar search terms on which you have a potential to get clicks or orders.. You should use Phrase & Broad Match type along with Auto Targeting only with an intent to harvest new keywords which you can then target in your Exact Match campaigns.. Hence these Harvesting spends should not be more than 30% of your total keyword + auto targeting spends.. If not daily then atleast every week you should check your Search Term report and identify those search terms which has given you more than 2-5 orders and add them to your exact match campaign.. This allows you further double down on that keyword and control your bid on that too.. You should know how many clicks on an average does it take for a keyword to give you an order which is CPO that is click per order Then in your search term report if you see any search term which has taken more than account level CPO then you should definitely negate that search term atleast from that Ad Group if not from the entire ad account.. Harvesting Search Term & Negating bleeding search term is a weekly hygiene activity for all account.. Don't get lazy and spend more than 30% of your Ad Spends across your keyword & auto targeting campaigns on phrase & broad match type and auto campaigns.. Bonus tip : 😊 If someone tells you to spend more on longtail keywords and ignore short tail keywords.. Then don't do that.. Keep your longtail & short tail keywords in 2 separate campaigns and control your spends on them.. Coz we have seen a report within Amazon Marketing Cloud. that the maximum number of orders that we get are from users who uses more than 2 Searches before buying a product.. And AMC also shows which one is the first & last search term combination that gave you maximum orders.. 🤩 Exciting right? If you have a curious mind too then feel free to reach out to me.. We will help you find this insight too.. Stay curious, stay hungry.. 😎 Amazon Ads Partners | Amazon Ads

Let's talk Amazon Marketing Cloud. I’ve seen pretty impressive dashboards out there, but as a brand, before you sign up for the service it’s crucial to define whether you are fully equipped to make the most out of it. A nice dashboard is always good to have, but what you need is someone in your ranks that can read and understand it, and craft actionable advertising and content plans based on the data. Check this example: if someone tells you that the combination of DSP and Sponsored Ads is delivering better CVR as opposed to Sponsored Ads only, that’s a cool story, but…so what? What are you going to do with this information besides reading to me what I can already see on the dashboard? There are a few things that a good resource would look at when utilising said dashboard: 🔹 Check the number of instances in which DSP and Sponsored Ads overlap occurred: if there aren’t enough occurrences of the successful combination, force it by increasing spend on the missing element (DSP, SD, SB or SP; the dashboard will guide you on which one to push) 🔹 Is CVR what you are looking to increase for your brand? Or are you trying to capture additional traffic? If the second is your answer, you might be looking in the wrong place by evaluating the combinations’ performance based on CVR, I’d look at Impressions and DPV instead. Never forget your North Star. 🔹 Let’s assume that Engagement is what you want to double down on: you would look at CTR, right? AMC dashboards tell you at a glance where CTR is dropping across the different Ad Types and formats, which can inform your creatives and copy revision priority. Is CTR low across Sponsored Products Ads? It’s a PDP issue, including but not limited to Title, Primary Image, Pricing. Update those and watch performance change. Is CTR low across DSP or Sponsored Display and Sponsored Brands Ads? It could be the same as above, or a creative issue: the image or copy might not be delivering as expected. Edit as needed. In both cases, A/B test, never miss the opportunity to measure success in favour of quick random changes. Amazon gave us A/B testing for a reason, ignoring it is regressive thinking. 🔹 Do you have a plan B? If pushing spend on the missing piece of the puzzle does not deliver the expected results, and spend increase is the only change you notice, what is your next step? Always have a mitigating plan in mind and ready to go. As you can see, one of the most simple AMC reports (the Ad Type Overlap Analysis in this case) can create so many questions, expectations, concepts to test and measure and results to replicate. 💡 AMC as a service should involve not only the delivery of a dashboard, but all of the above and so much more. Book an appointment through the link in my bio if you’re stuck on your next AMC move, let’s craft the right business questions and strategy together, as usual no strings attached. #retailmedia #amazon #amc #amazonmarketingcloud #dataanalytics #ecommerce #strategy

40% of Amazon ad spend gets wasted on worthless clicks. The problem isn't Amazon PPC itself... ...it's running ads without a data-driven framework. After managing $250K+ monthly ad spend across 100+ accounts, I've identified the exact system that separates profitable campaigns from budget drains. Here are the 11 strategies that consistently deliver results: ⇊| 1️⃣ Negative Targeting → Eliminate wasteful spend on irrelevant searches. 2️⃣ Smart Bid Management → Increase investment on profit-driving keywords. 3️⃣ AI Bid Optimization → Use Amazon's algorithm strategically. 4️⃣ Competitor Targeting → Capture traffic from rival product pages. 5️⃣ Brand Defense Ads → Protect your market share with branded campaigns. 6️⃣ Product Display Strategy → Extend reach beyond search results. 7️⃣ Auto Campaign Data → Mine insights for manual campaign optimization. 8️⃣ Dayparting → Focus spend during high-conversion windows. 9️⃣ Retargeting Funnels → Re-engage customers who didn't convert. 🔟 Budget Reallocation → Shift spend to winning campaigns. 1️⃣1️⃣ ACoS Monitoring → Track profitability metrics weekly. When you implement this system, your campaigns transform from cost centers into profit engines. What's your biggest PPC challenge right now? Follow Adnan Aslam for more Amazon PPC Insights!