Combining Amazon Search and DSP (Demand-Side Platform) under one provider allows brands to streamline their advertising efforts, shift budgets more effectively, and improve overall campaign performance. By managing both platforms together, you can optimize each part of your funnel—resulting in more efficient growth and better use of your ad spend.

Why Combine Amazon Search and DSP?

Amazon offers a variety of ad products designed to target different stages of the customer journey. When you manage Amazon Search and DSP in unison, you create a holistic approach that allows you to use your budget better, whether building awareness or driving conversions.

With our team of experts, we test different tactics, analyze results, and refine strategies to focus on the areas delivering the best outcomes. This ensures you can quickly shift resources towards the ad strategies that are performing well—whether focused on driving awareness, consideration, or conversion.

Full-Funnel Strategy: From Awareness to Loyalty

You can target customers throughout the buying journey by integrating your Amazon Search and DSP campaigns. Here’s how each part of the funnel can be addressed with specific strategies and KPIs:

 1. Awareness & Discovery

Your goal at the top of the funnel is to introduce your brand to a wide audience that may not yet be familiar with your products.

Strategies:

 – DSP Display | Lifestyle Audiences

 – DSP Display | Out-of-aisle Audiences

 – DSP Display | Out-of-aisle ASINS

 – Sponsorships

KPIs:

 – Unique Reach

 – Detail Page Views

 – Branded Searches

 2. Consideration

Once consumers know your brand, they enter the consideration phase, exploring their options. It’s crucial to engage them with relevant content to encourage further interest.

Strategies:

 – DSP Display | In-market and In-aisle Audiences

 – DSP Display | In-aisle ASIN targeting and Competitor targeting

 – DSP Search Remarketing (AMC)

 – Search | Short-tail Generic Keywords

 – Search | Competitor Keywords

KPIs:

 – Detail Page Views

 – Branded Searches

 – Market Share Growth

 – Clicks

 3. Purchase

At this stage, your focus shifts to closing the sale. Targeting customers who have already shown interest is essential to converting them into buyers.

Strategies:

 – DSP Display | Remarketing Viewers, Brand ASINs, Add to Carts (AMC)

 – Search | Long-tail Generic Terms

 – Search | Brand ASINs and Keywords

KPIs:

 – Advertised ROAS

 – Conversions

 – Brand Halo ROAS

 4. Loyalty

After a purchase, your goal is to build customer loyalty and encourage repeat business.

Strategies:

 – DSP Display | Lapsed Purchasers and Purchasers cross catalog

 – Search | Branded ASINs

 – Search | Branded Keywords

KPIs:

 – Repeat Purchases

 – Subscribe & Save Rate

 – Conversion Rate

Demand Generation vs. Demand Capture in the Full-Funnel Approach

Demand Generation focuses on the funnel’s Awareness/Discovery and Consideration stages. These strategies aim to create interest and introduce your brand to consumers who may still need to actively search for your products. KPIs for demand generation include Unique Reach, Detail Page Views, and New-to-Brand sales, which provide insight into how effectively your brand is being discovered and considered.

Demand Capture is targeted at the Purchase and Loyalty stages. Here, the focus is on converting interested consumers into buyers and retaining them for future purchases. KPIs for demand capture include conversions, ROAS, and subscription rates, which help measure how well your campaigns drive sales and build customer loyalty.

How Search and DSP Together Drive Results

By managing the entire Amazon ad funnel under one provider, you can:

– Improve visibility into how different ad tactics interact across the funnel.

– Optimize budgets by reallocating resources to the highest-performing strategies.

– Customize reports and strategies to meet your specific brand goals and categories.

Take Action

Now is the perfect time to unite your Amazon Search and DSP campaigns. Our team of experts is ready to help you build an integrated, full-funnel advertising strategy that maximizes your return on ad spend and enables you to meet your growth objectives. Reach out today to explore how we can drive success at every stage of the buyer’s journey.