Has it happened to you to launch a campaign on Amazon DSP (Demand-Side Platform) and feel frustrated because the results have not been waiting? Quiet, it happened to everyone.
While DSP is one of the most powerful tools that Amazon offers to manage and optimize your ads, it is not always easy to make the most if you don't know how to use it correctly. Taking this into account, let's talk about the main errors when using Amazon DSP and, most importantly, how to avoid them.
Index
Error 1: Lack of adequate segmentation
It may happen that you have an incredible product, but you are showing it to the wrong person , because you have not segmented well, something essential for your ads to reach those who really interest them what you offer. Without adequate segmentation, you could be wicked your advertising budget.
How to solve it?
The first thing you should do is understand who your product is going well , that is, answer questions such as: Who are your ideal customers? How old are? What interests them? You have to build clear profiles of your audience before creating the ads.
On Amazon DSP, you have a wide variety of options to segment, from purchase behaviors to demographic interests and data . For example, if you sell beauty products, you can direct your ads to people who have shown interest in that category. It is also very useful to perform A/B tests to see what type of segmentation it works best.
Error 2: Ignore retargeting and abandoned carts
One of the easiest mistakes to avoid, but also of the most common, is not to take advantage of retargeting and abandoned carts. If a customer showed interest in your product, but did not complete the purchase , do not let it escape.
How to solve it?
Obviously, you have to implement retargeting campaigns . When someone adds something to the cart but does not finish the purchase, make sure you see your ad again and again until it is decided . You can show you the exact product you left behind or even offer you a discount to motivate you to finish the purchase.
With Amazon DSP, you can reach those users not only within Amazon, but also while navigating other websites, which increases the chances of returning and ending what they started.
Of course, be careful not to saturate the user with too many ads. A well placed adequate advertisement has much more impact than multiple reminders. For that, you have to understand Customer Journey well and how long your client takes to make the purchase decision. If it is two days, it makes no sense that you are doing retargeting for 2 weeks .
🧠 Azzgency Pro Tip: Before launching a campaign on Amazon DSP, create an exclusion list with users who have already bought your product or that are in advanced stages of the funnel. Thus you avoid spending budget, impacting people who have already turned (or who will not turn even if you put a mariachi orchestra in the announcement). And incidentally, improve the efficiency of your campaigns from minute one.
Error 3: Do not adjust the frequency and cadence of ads
If you have ever seen an advertisement so many times that you end up with it, you know what happens when the frequency is not controlled. It is easy to make the mistake of showing the same announcement too many times and, in the long run, this can generate advertising fatigue and disturb your audience.
How to solve it?
You have to control the frequency of exposure to ads. Amazon DSP allows you to adjust how many times a user will see your ad in a given period . The most important thing is to find the perfect balance so that the announcement is not annoying, but it is visible enough to remember what you are offering.
In addition, it adjusts the cadence according to the user's behavior . If someone has already clicks on your ad or has seen your product, it is not necessary to bombard you with more ads of the same offer. Instead, you can vary the type of ad or simply reduce the frequency.
Error 4: Do not use audience exclusions, generating budget wear
This is one of the easiest mistakes to commit when using Amazon DSP and one of the most impact on your budget. If you do not exclude people who have already bought your product or who are not interested in what you offer , you will be maligning your money.
How to solve it?
It is simple: create exclusion lists . If someone has already bought your product , it makes no sense to continue showing the same announcement. So it excludes these audiences and focuses your efforts on those who have not yet made the purchase.
It is also important to exclude the audiences that have already interacted with your ads without buying . Otherwise, you will be waste your budget in users who do not have a real interest.
Error 5: Do not measure success with the appropriate metrics in AMC or DSP
If you do not measure the performance of your campaigns, you will not know if they are really working . Luckily, Amazon DSP gives you access to a large number of metrics, but if you do not use the right ones, you run the risk of making wrong decisions.
How to solve it?
You must have clear kpis and determine what you are trying to get . Establish your goals before starting to be able to measure performance effectively.
Amazon DSP also offers analysis tools with which to follow the performance of your ads in real time. Use them to adjust the campaigns while they are active . And do not just observe a single metric, but consider several to have a complete vision of campaign performance.
You know what mistakes to avoid when using Amazon DSP to maximize performance. We leave you a final advice: it is important to plan your campaigns well so as not to go blind and optimize them continuously, that is, make settings on the march to obtain better results.
