For all Amazon sellers out there, Online shoppers are very savvy today and can be a tough nut to crack. They browse for products, compare prices, analyze reviews, and then ghost the product. But here’s the good news: tracking and attracting these shoppers is now possible!
Introducing Amazon DSP ads(Demand-Side Platform), where sellers can retarget lost shoppers to trigger purchase by retrieving abandoned opportunities and turn casual shoppers into loyal customers.
This article will help you discover 5 interesting Amazon DSP targeting strategies that can be influential in recovering unsure and lost buyers to amplify conversions and reclaim purchase possibilities and abandoned carts.
What is Amazon DSP?
Amazon DSP Advertising platform allows Amazon sellers to purchase programmatic ads, also known as automated ad placements, where the process of ad placements is streamlined to target a specific set of audience in real time using smart tools and software. This is done through automated purchasing and selling of digital ad space by utilising insightful data and algorithms, both on and off Amazon.
Amazon platforms include Amazon.com, IMDb, Kindle, and Fire TV, while off-Amazon targets third-party websites and platforms.
How does Amazon DSP Work?
Amazon DSP targeting is a series of systemized steps that include:
Audience targeting using Amazon’s shopper data, which is drawn from:
- Shopping behavior
- Location and Demographics
- Lifestyle
- Interests
- Retargeting
- Automated purchasing of Ads to capture the ideal target audience.
- Choosing Amazon DSP Ads placement locations between Amazon, Amazon-owned platforms, and sites, or across the web.
- Amazon DSP software uses data and machine learning to optimize bids, placements, audience segments, and ad display frequency.
- Amazon sellers can then obtain detailed reports to know KPIs such as impressions, CTR, and other primary audience insights, such as behavior, age, Amazon DSP locations, and shopping patterns.
Top 5 Amazon DSP Targeting Strategies for Maximising Sales
1) Retarget Shoppers Who View The Products but Don’t Purchase: Certain shoppers browse for products, arrive at the product landing pages, but leave without entering the add to cart CTA. The Amazon DSP dashboard can be smartly used to retarget these shoppers as they already show an interest in the product and only require a little persuasion with compelling ads and copy to seal the deal.
- Create ads to target custom DSP audiences who view but don’t purchase the product.
- Use compelling language and showcase product USPs while offering special prices or discount offers.
- Trigger purchases by using language that drives urgency, like “limited offer,” “Offer valid only till…,” “limited stock,” or “last few days left.
- Use high-quality lifestyle images to help shoppers visualise products in everyday life.
2) Target Shoppers Who View Competitors’ Products : Identifying shoppers who view similar or competitor products can help you attract shoppers with intent and then persuade them to buy your product through convincing ads and creatives.
- Build an audience segment for shoppers who view competitive products through competitor ASIN viewers.
- Offer attractive pricing, highlight features and USPs, customer ratings, and reviews to position your product as the better choice.
- Use carousel ads to show multiple product variations and images.
3) Retarget Past Buyers for Cross-Selling & Upselling: Re-engage past buyers and frequent shoppers to up-sell similar or related products.
- Craft creative Amazon DSP ads to advertise complementary products to past shoppers.
- Leverage cross-selling opportunities by offering bundles, new product launches, or upgraded versions.
- Showcase products that go hand in hand and highlight benefits that add convenience or enhance their previous purchase.
- Plan your retargeting campaigns strategically to support convenience, restocking, or discovering new and complementary products.
4) Retarget Shoppers Who Abandoned Cart: Recapture the interests of shoppers who add products to the cart but then disappear without completing the purchase. Do so by creating persuasive and engaging ads that interact well with the audience and convince them to make the purchase.
- Use the Amazon DSP dashboard to create Sponsored Display Remarketing Campaigns to target shoppers who abandon carts.
- Offer incentives like free shipping, discount codes, or bonus items.
- Use strong CTAs like “Complete Your Purchase Today” or “Your Cart is Waiting.”
- Use gentle reminders or create urgency by adding additional perks or limited-time offer deals.
5) Build a Clone Audience Based on High-Value Buyers: Explore and create lookalike audiences that match your ideal, target, and current customer base using Amazon’s first-party data. The audience modelling feature of the Amazon DSP portal can be instrumental in targeting audiences with similar interests and behavior.
- Identify your most profitable customer segment, such as frequent buyers, return customers, etc.
- Use Amazon’s audience modeling to create a “lookalike” group.
- Showcase value ads introducing your top-performing products to this new, relevant, and potentially converting audience.
Amazon DSP Benefits
Amazon DSP focuses on and captures audiences both on and off Amazon to market and serve your ads to your most ideal and relevant audience, who shares some sort of history with your products. This technique works well in giving gentle reminders, boosting brand awareness, and accelerating engagement by mapping shoppers with similar intent and behavior.
Partner with Krolog for the Best Amazon DSP Services
At Krolog, our team of Amazon marketing experts helps sellers in running strategic and successful DSP campaigns to create the maximum impact through precise targeting, ongoing optimization, and performance tracking. As an expert Amazon DSP Agency, we ensure you recapture the lost shoppers and ultimately drive conversions and sales by creating smart strategies and creative ad campaigns for your Amazon storefront.
Our Amazon DSP services and strategies are designed to help you:
- Identify retargeting possibilities
- Recover lost sales opportunities
- Retrieve high-intent buyers
- Create persuasive ads and copy that work
- Optimize campaigns for sustainable growth
If you’re ready to reclaim lost sales, boost conversions, and scale your Amazon business with smart DSP retargeting strategies, Krolog’s here to help.
Contact us today to start building high-performance DSP campaigns that convert!
