Competitor retargeting has limited scalability and is not dynamic; make sure you have other Amazon ad programs going at the same time.
Case Study: Noble House Scales DSP Strategy to Increase Total Percentage of Purchases New to Brand to 84%
You can use the Audience Builder on Amazon DSP to create retargeting audiences based on shoppers’ interactions with different brands, products, and searches. Using ASIN data, Amazon retargets your campaigns to the customers that are most likely to purchase your products. You can also keep your brand and products top-of-mind while consumers look at products related to yours. In turn, this can increase conversions for your products. Done right, competitor targeting gives you the chance to gain market share from competitors.
– Evan Walsh, Sr. Programmatic Analyst, Amazon Marketplaces at Tinuiti
Here’s what our experts have to say:
In our recent Amazon DSP guide, we cover:
Competitor targeting through Amazon DSP can also be a great addition to your Amazon Advertising strategy. Using Amazon DSP, Tinuiti was able to boost Noble House Home Furnishings new to brand purchases by 84%.
With over five million marketplace sellers across Amazon, it’s becoming more and more difficult for brands to stand out — even as today’s consumers shop online more every day. If you’re not re-engaging your potential customers, your competitors will be.
What is Amazon Demand Side Platform (DSP)?
Prior to the launch, Amazon and third-party audience data (operating independently) made audience discovery and media planning somewhat difficult for advertisers and sellers. Luckily, now Amazon, advertiser, and third-party audiences can now be found all in one location – a big win for sellers!
This strategy means that your market segments are no longer a “black box” — you can control the inputs into the segments and know exactly what you’re basing your targeting on.
Using DSP to discover audiences (include your competitors!)
Here’s a closer look at the recent announcement and how we expect it will impact advertisers throughout the remainder of the year and into 2021.
BREAKING NEWS: In December 2020, Amazon introduced a new third-party audience feature to the audiences tab within DSP.
Click here to learn more about leveraging Amazon DSP and Ad Console as part of your integrated marketing strategy.