If you are selling on Amazon (or thinking about doing so), you have probably run into advertising options such as Amazon DSP and Amazon Sponsoled ADS . And if you are like most, you may ask yourself: "Which of these is better for my business?" In this article, we explain it to you in a simple way so you can make the best decision according to your goals.
We advance something: it is not always about choosing one or the other. Sometimes combining them can be the key to a resounding success.
Index
What differences are there between DSP and Sponsored ADS?
Let's start talking about the basics: What are Amazon DSP and Amazon Sponsored ADS? Both are powerful tools, but are designed for different moments and strategies.
Let's look at your differences taking into account three aspects: location, audience and strategy.
Where do the ads appear?
SPONSORED ADS: The ads come out at searches within Amazon, the details pages of products and in promoted sections. That is, in places where users are already looking for something specific.
DSP: The scope goes much further, since you can show your ads on external sites such as IMDB, Twitch, Fire TV, mobile apps and even on other web pages. In other words, with DSP you can appear even where your customers do not wait for you.
Who can you arrive?
Sponsored Ads: You can reach those who are already sailing in Amazon with a clear idea of what they want to buy.
DSP: It is ideal for getting broader audiences, even those that have never heard of your brand, so it is very useful if you want to make your products known or attract new customers.
How do they work?
Sponsored Ads: Use a click payment model (PPC), therefore, you pay every time someone clicks on your ad.
DSP: It works with cost per thousand impressions (CPM). Here you pay for showing your ads many times, which is convenient for branding or retargeting strategies.
In simple words, Sponsored ADS is like being in the right place at the right time (when someone is already looking for something). Instead, DSP is like going out to look for potential customers wherever they are, even out of Amazon.
Advantages of Sponsored Ads
If what you are looking for are fast results, Sponsored ADS is your best ally, for the following reasons:
Connect with users who are already ready to buy
Imagine that you have a physical store and someone enters asking about the product you sell. This is how direct is the sponsored ADS public. People are already in Amazon looking for what they need, and with these ads you can appear right in front of them at the perfect time .
Quick and accessible results
You do not need a very big budget to start with Sponsored ADS. With a modest investment you can obtain clicks and sales from the first day . This makes it a good option for small businesses or entrepreneurs who just begin.
Diversity of ads
You have the possibility to choose between various types of ads, depending on what you need:
- Sponsored Products: Promote specific products.
- Sponsored Brands: highlight your brand and several products.
- Sponsored Display: it works well for retargeting, when someone saw your product, but did not buy it.
As you can see, Sponsored ADS is like the final push to turn customers who are already interested.
DSP benefits
Now, let's talk about Amazon DSP, which is a kind of Swiss advertising knife. It is more complex, but also more powerful. If you want to think big and go further, this tool is yours, for these reasons:
Omnipresent reach
With DSP you can impact your customers everywhere : Twitch, IMDB, mobile apps or even while watching television on Fire TV. It's like being everywhere, reminding the client that you exist.
Know your audience better than ever
DSP Use Amazon data to help segment your customers. This allows you to create campaigns focused on:
- Retargeting: Impact those who saw your product again, but did not buy.
- Similar audiences: find people who look like your current customers.
- Targeting Contextual: Show your ads on pages or apps related to your product.
Create ads in attractive formats
DSP has everything: video, audio and interactive banners . So it is a great tool to capture customer service, especially if you are in an initial stage where you need to build confidence and brand recognition.
How to combine Amazon DSP and Sponsored ADS for a complete strategy?
The best of all happens in reality when you use Sponsored ADS and DSP together, because it is a way of being sure of impacting the client from multiple angles, maximizing your results.
These two practical examples will give you ideas to combine them:
Launch of a new product
Use sponsored ADS to appear in the most relevant searches within Amazon and generate initial sales. Complement with DSP showing ads on external sites (for example, videos on Twitch or Banners in IMDB) to attract new customers.
Customer retention and loyalty
With DSP, do customs who visited your page, but left without buying. Then, reinforces the strategy with Sponsored Display, promoting exclusive discounts or complementary products.
When to use DPS, Sponsored ADS or both?
Use sponsored ADS yes:
- You have a limited budget.
- You want fast sales.
- Your main objective is to excel within Amazon.
USA DSP Yes:
- You want to increase brand recognition.
- You have a broader budget and think of long -term strategies.
- You are looking for clients out of Amazon.
Use both yes:
- You want to cover all stages of the sales funnel.
- You want to build a comprehensive branding and conversion strategy.
- You have ambitious goals and you are ready to invest.
Get the balance
So what is better for your business, Amazon DSP or Amazon Sponsored ADS? The answer is: it depends.
Sponsored ADS is very good to convert active searches for sales, while DSP is ideal for broader and sophisticated strategies. But, if you can combine both, you will have the best of two worlds: fast results and a solid long -term presence.
Actually, no matter which one you choose, the most important thing is to understand your audience and have your goals clear.
