Drive New Customers and Incremental Gains with Amazon DSP
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In this recorded webinar, Hanapin’s Cassie Oumedian and MightyHive’s Nicholas Seo will show you how you can utilize Amazon DSP to the utmost potential, and the pros and cons to the platform so you can jump into the platform already an expert.
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Drive New Customers and Incremental Gains with Amazon DSP
- 1. Drive New Customers and Incremental Gains with Amazon DSP With Cassie Oumedian and Nicholas Seo
- 2. PRESENTERS Nicholas Seo ● Platforms Lead, Innovation at MightyHive ● @MightyHive Cassie Oumedian ● Associate Director of Services at Hanapin Marketing ● @Cass_oumedian
- 3. Hanapin also produces PPC Hero and Hero Conf The digital marketing experts who create unique solutions to empower you to be the hero at your business. ABOUT HANAPIN
- 4. ABOUT MIGHTYHIVE EMPOWERING MARKETERS TO UNLOCK SUCCESS AND GROW AD INVESTMENTS IN AMAZON MightyHive is a new breed of media consultancy for forward-thinking brands & agencies. Recognized as a global leader in advanced marketing and advertising technologies, we offer a unique combination of consulting and services in the areas of media buying, ad operations, and data & analytics strategy designed to empower your organization to quickly gain expertise and improve results. Visit us at mightyhive.com or reach out directly to nich@mightyhive.com with any questions.
- 5. Include the hashtag #thinkppc in your Twitter tweets, or use the webinar question box to send us questions. JOIN THE CONVERSATION
- 6. How long have you been in digital marketing? A. 0-3 years B. 3-5 years C.5-10 years D.10+ years
- 7. AGENDA ● How We Got Here ● Amazon DSP Today ● Real Life Results
- 8. How We Got Here
- 9. AMAZON’S EVOLUTION 2019 LOI to acquire Sizmek 2018 ‘Amazon Advertising’ rebrand 2014 Amazon Advertising Platform launch 2012 Amazon Media Group & Amazon Marketing Services launch 2003 AWS launch BUSINESS MILESTONES ADVERTISING MILESTONES Jul 1994 Amazon founded Jul 1998 IMDb acquisition 1999 3rd party seller marketplace launch 2003 A9 launch to develop search and advertising technology 2005 Amazon Prime launch 2007 Kindle release 2009 Zappos acquisition 2008 Audible acquisition 2014 Twitch acquisition 2018 Amazon tops one trillion dollar valuation 2015 Prime Video global launch 2015 Echo release
- 10. 8 Apr 2019 30 Mar 2017 15 May 2019 28 Mar 2019 2 Jul 2018 A FORCE TO BE RECKONED WITH Twenty-five years since its launch, Amazon now sits at the center of a tectonic shift in how the world shops. Today, Amazon DSP represents a new frontier in programmatic advertising. Never before have we been able to tap the magnitude and depth of shopper audience data.
- 11. Amazon DSP Today
- 12. Amazon DSP provides a technology platform for planning campaigns, designing creatives, organizing audience data, finding and buying inventory, and measuring and optimizing campaigns. What is Amazon DSP?
- 13. THE AMAZON DIFFERENCE What does Amazon bring to the table? Proprietary Amazon first- party data Comprehensive & unique inventory Dynamic ads fueled by machine learning Actionable insights & unified measurement
- 14. THE AMAZON DIFFERENCE What does Amazon bring to the table? Proprietary Amazon first- party data Comprehensive & unique inventory Dynamic ads fueled by machine learning Actionable insights & unified measurement
- 15. AMAZON’S 1st-PARTY DATA UNIVERSE Stream movies & TV shows on IMDb Freedive, Prime Video, and Fire TV Read books on Kindle Research products on Amazon Register vehicle on Amazon Garage Jam to the latest hits on Prime Music Purchase products on Amazon
- 16. LIFESTYLE Audiences based on recent browsing and shopping behavior across related products/product categories in aggregate on Amazon Recency: 365 days IN-MARKET Audiences based on browsing and shopping behavior for specific products and product categories on Amazon Recency: 30 days ASIN-BASED Custom audiences based on shopping interactions for specific Amazon products (ASINs) Recency: 1-180 days Shopping interactions: product detail page views, product purchases, product searches, and similar product views * ASIN = Amazon Standard ID Number; product SKU AUDIENCES THROUGH THE AMAZON LENS
- 17. ONE “RANDOM” AMAZON CUSTOMER Luggage Packing Cubes By OEE Noise-cancelling, Wireless Bluetooth Headphones by Bose Heavy Duty Shipping Packaging Tape by Scotch Brands Travel Outlet Adapter by SincereFly Electric Dreams Amazon Prime Video The Culture Map by Erin Meyer Hard-Boiled Wonderland and the End of the World by Haruki Murakami
- 18. IN-MARKET AUDIENCES • Travelers & Explorers Books • Science Fiction Movies & TV • Headphones LIFESTYLE AUDIENCES • Recent Movers • Gadget Enthusiasts • Upcoming Leisure Travelers EXAMPLE USE CASES • Travel, e.g. airlines • Financial services, e.g. insurance • Entertainment, e.g. film studios AUDIENCE CLASSIFICATIONS
- 19. ASIN-BASED AUDIENCES • Murakami Novels - Purchase • Bose Headphones - Product Views, Purchases • Bago Travel Cubes - Product Purchases EXAMPLE USE CASES • Penguin Random House: upcoming Murakami novel • Bose: basket building w/ additional Bose products • Beats by Dre: competitive conquesting • SwissGear: complementary product for its luggage CUSTOM AUDIENCES
- 20. THE AMAZON DIFFERENCE What does Amazon bring to the table? Proprietary Amazon first- party data Comprehensive & unique inventory Dynamic ads fueled by machine learning Actionable insights & unified measurement
- 21. AMAZON DSP INVENTORY OWNED & OPERATED (O&O) Access to Amazon O&O properties: Amazon.com and IMDb ● Ad type: Display, Video ● Device: Desktop, Mobile/Tablet, Connected TV ● Environment: Web, App Access to Comscore’s top 250 publishers through Amazon’s header bidding integration ● Ad type: Display, Video ● Device: Desktop, Mobile/Tablet ● Environment: Web, App AMAZON PUBLISHER SERVICES (APS) TOP 250 Access to a comprehensive set of publisher inventory through leading exchange partners ● Ad type: Display, Video ● Device: Desktop, Mobile/Tablet ● Environment: Web, App OPEN EXCHANGE
- 22. THE CUSTOMER’S DIGITAL PATHWAY Lifestyle Segment Tech Enthusiast
- 23. EXCLUSIVELY AMAZON OWNED & OPERATED (O&O)
- 24. ALIGNED WITH PREMIUM PUBLISHERS AMAZON PUBLISHER SERVICES (APS)
- 25. BROAD REACH THROUGH LEADING EXCHANGES OPEN EXCHANGE
- 26. REACH AND DEPTH COMBINED ALL SUPPLY SOURCES
- 27. THE AMAZON DIFFERENCE What does Amazon bring to the table? Proprietary Amazon first- party data Comprehensive & unique inventory Dynamic ads fueled by machine learning Actionable insights & unified measurement
- 28. ENHANCED CREATIVE SOLUTIONS What are Dynamic eCommerce Ads (DEA)? Amazon-exclusive display units that combine Amazon retail elements (e.g. star ratings) with machine learning to yield high performance. CREATIVE VARIATIONS DYNAMIC CREATIVE OPTIMIZATION PERFORMANCE Automatically generate all available combinations of layouts, ASIN features, and calls-to-action Apply machine learning algorithms to optimize ads served in real-time Brand logo & copy Customer review Brand logo, copy & customer review Add to Cart CTA Purchase CTA ✓ Achieve campaign KPIs based on designated performance goals Click-through Rate Detail Page View Rate Purchase Rate
- 29. THE AMAZON DIFFERENCE What does Amazon bring to the table? Proprietary Amazon first- party data Comprehensive & unique inventory Dynamic ads fueled by machine learning Actionable insights & unified measurement
- 30. GENERATE PRE-CAMPAIGN INSIGHTS ACTIVATE & TARGET Select audiences with high composition of similarity to incorporate into overall media plan and strategy CUSTOMIZE & ALIGN Tailor content and messaging to tie creative strategy to the media plan ANALYZE & COMPARE Discover Amazon In-Market, Lifestyle and Demographic segments that exhibit similar shopping patterns as your 1st-party audience AUDIENCE OVERLAP REPORTS Understand audiences on a deeper level by integrating your 1st-party data with Amazon to identify valuable audiences to drive relevance and performance from the onset
- 31. WHO IS THE HANAPIN CUSTOMER? AUDIENCE OVERLAP REPORT Overlapping Audience Size Impression Forecast Affinity IM - Skills Books 2 80m – 85m 34.18 IM - Marketing & Sales Books 3 95m – 100m 27.16 LS - Seller Central Lookalikes 5 200m – 250m 12.83 LS - Harry Potter Fans 4 150m – 200m 5.85 LS - Outdoor Enthusiasts 6 450m – 500m 5.43
- 32. ALL THE METRICS YOU NEED...IN ONE PLACE Spend Impressions Clicks Video Engagement Conversion Activity Understand how users interact with your brand across devices, off and on Amazon INDUSTRY STANDARD METRICS AMAZON ECOMMERCE GOALS Product Detail Page Views Product Review Page Views Adds to Cart, Adds to List Branded Searches Purchases, ROAS Subscribe & Save Subscriptions
- 33. TOUCHPOINTS TO ATTRIBUTION 141 2 3 4 5 6 7 8 9 10 11 12 13 Impr Impr Page Visit Click Email Signup Search for brand on Amazon Visit Amazon PDP & read reviews Compare shipping options Order on Amazon Prime ClickImpr ATC AD EVENTS USER ACTIVITY
- 34. INCOMPLETE ATTRIBUTION 141 2 3 4 5 6 7 8 9 10 11 12 13 Impr Impr Page Visit Click Email Signup Search for brand on Amazon Visit Amazon PDP & read reviews Compare shipping options No attributed purchase ClickImpr ATC AD EVENTS USER ACTIVITY
- 36. Targeting Tactics: - Competitor - Retargeting - Demographic Specific Prospecting Industry: Ecommerce - Automotive| EV Home battery chargers Challenge: High Price Point, Difficulty Scaling Efficiently Goal: Net New Customers, ROAS & Brand Awareness Targeting: All Supply Sources - Amazon O&O, APS, Open Exchange Creative: Standard Static Ads Strategy: Link-In + Link Out Campaigns Case Study Overview | Amazon DSP
- 37. Targeting Tactics: - Competitor - Retargeting - Demographic Specific Prospecting STRATEGY | The Funnel
- 41. Case Study | Link-in + Link-Out = CPA Success
- 42. Targeting Tactics: - Competitor - Retargeting - Demographic Specific Prospecting Industry: Ecommerce - Health Supplements Challenge: Health Retargeting Restrictions, Limited Display Options Goal: Net New Customers, CPA & Brand Awareness Targeting: All Supply Sources - Amazon O&O, APS, Open Exchange Creative: Standard Static Ads Strategy: Link-In + Link Out Campaigns Case Study Overview | Amazon DSP
- 43. R.A.D. Reach = Prospecting/ Lookalike Attract = Demographic, In-Market Decide = Retargeting THE STRATEGY
- 44. 688 Net New Customers -57% CPA Link-In Campaigns -53% CPA Link-Out Campaigns THE RESULTS
- 45. Case Study TakeAways ● Full Funnel Strategy (R.A.D) ● Link-in + Link-out = Success ● Avoid Last Click Attribution ● Competitor ASIN Targeting ● Profit from Amazon Brand Equity
- 46. For our webinar attendees today: A. A free 20-minute consultation with MightyHive to assess if Amazon DSP is right for you. B. A 50% discount on start-up fees associated with a MightyHive service contract. C. I’d like to receive emails keeping me updated on Hero Conf London D. All of the above. E. No, thanks.
- 47. Questions?
- 48. Thanks for joining our webinar! Hanapin: marketing@hanapinmarketing.com MightyHive: marketing@mightyhive.com
Editor's Notes
- Cassie Notes here https://docs.google.com/document/d/1Ve3-kFg2bqK2vVeMsl7FKLooMQXX215F_2YD4bmcSgg/edit
- Cassie
- Cassie Hanapin Marketing is an industry-leading digital marketing agency. We focus on complex businesses – meaning we manage campaigns for multiple brands, regions, and/or service lines - and increase their market share by finding and executing new opportunities. Our solutions include paid search, paid social, shopping, and programmatic. If you want to learn more about how we serve these types of businesses, you can go online to www.hanapinmarketing.com/complex-businesses. In addition, we run the world’s most popular PPC blog, PPC Hero and conference series, Hero Conf.
- Nich
- Cassie
- Cassie
- Cassie
- Nich The Amazon we all know today, what all came before, and potentially what’s to come
- NICH Amazon’s come along way from its humble beginnings as an online bookstore. It’s now considered the leader in various industries: e-commerce, cloud computing, digital streaming and artificial intelligence, competing amongst the likes of Google, Apple, and Facebook. However, not until recent years, has Amazon made investment in advertising. Accelerated interest post-2012, highlighted by the saturation of advertising events in recent years, showing increased investment. [Opportunity] Acquiring and building platforms or products where 1) media/advertising can be placed (Twitch, Echo, Prime Video) and 2) additional consumer data can be mined to fuel advertising (Zappos, Whole Foods)
- NICH And the investment is paying off in. The advertising industry has taken notice of Amazon’s offering and potential growth opportunities. Not only is Amazon a giant in the retail space but also increasingly in advertising or ad tech.
- NICH So that brings us to the central webinar topic: the Amazon DSP!
- NICH Amazon’s programmatic media buying technology analogous to Google’s DV360 (formerly DBM) or other DSPs in market such as TTD or MediaMath
- NICH But what’s the Amazon difference? We’ll expand upon each of these four value props listed here
- NICH Starting with the first point: Amazon’s 1st party data
- NICH As we all generally know, Amazon has a wealth of first party data; however, this expands beyond just eCommerce. Through properties and products like Prime Music, Kindle, IMDb’s new streaming service, Freedive, Amazon collects additional data points to round out its understanding of its users. And that’s only the start. There are many more signals to be collected.
- NICH So how do the data signals translate into audiences? Amazon categorizes its 1P audiences into 3 buckets: IM, LS, and ASIN-based. [Describe each and emphasize the recent release of the Audience Builder]
- NICH Now let’s think about an example taking a look at a random Amazon customer. Taking a look at his recent browsing and purchase behavior, we see the following activity. [List a few of the items off]
- NICH Based on my past behavior, Amazon might classify me into the following audiences. [Call out a few examples, notably the recent mover since I moved to NYC and how insurance companies can utilize this type of (life stage) audience, more then eComm use cases]
- NICH In addition to IM & LS segments, advertisers can create custom ASIN-based audiences that are comprised of specific Amazon products [Review example use cases and endemic-only limitations]
- NICH Moving onto the second point of differentiation: Amazon’s comprehensive and unique inventory
- NICH And what we mean by that, is the various inventory options made available in Amazon DSP [Detail the different options]
- NICH Thinking through a customer’s digital pathway, let’s say a tech enthusiast (defined by their Amazon browsing history for wireless chargers, smart home devices, and 360 cameras) Users are visiting numerous sites a day. For example, our tech enthusiast visits the following sites, before ultimately landing on the electronics section of Amazon
- NICH If we were to target on Amazon O&O, we’d be able to reach our user on Amazon.com. Remember, O&O targeting provides exclusive access to Amazon’s retail sites & app and IMDb, inclusive of Prime Video and Freedive (IMDb’s new streaming service).
- NICH If we were to only target APS, we would reach our user on CNET and TechCrunch (both a part of the ComScore Top 250). The benefit for APS being alignment with premium publishers in high-quality, brand safe environments; bypass exchange intermediaries to gain more working media dollars
- NICH Next, if we targeted the the open exchange, we’d reach our user across the following sites. The open exchange extends your reach to target your audience wherever they are.
- NICH But ultimately, the real value in Amazon DSP is leveraging its wealth of audience data across all given supply sources: the whole is greater than the sum of its parts
- NICH That brings us to the next point: Amazon’s dynamic creative solution.
- NICH So what is that? Amazon refers to their enhanced creative solution as DEA. [What is it?] NOTE: endemic only Advertiser benefits: creative variation (ease of creation in place of not having asset versions readily available), DCO [highlight example, ATC vs Purchase CTA], and increased performance relative to goal selection
- NICH Last but not least: Amazon’s reporting & attribution capabilities.
- NICH In terms of actionable insights, Amazon provides advertisers with an opportunity to learn more about their customers prior to running media through what’s called audience overlap reports [Breeze through contents of slide]
- NICH Let’s take a look at the Hanapin customer (perhaps attendees of the webinar!). No surprise that Hanapin customers index very highly against Amazon audiences for books related to gaining a new skill and marketing, and users who either own a 3P seller account or operate a business similar to that Beyond the obvious similarities, we’re also able to generate insights that Hanapin customers might be big Potterheads or big on the outdoors! (Cassie, what are your thoughts here? Does that sound right to you?) Higher the size & impression forecast, more reach; higher affinity, more similarity & performance potential
- NICH In addition to pre-campaign insights, Amazon provides a variety of metrics to show how users interact with your brand The industry standard metrics should be familiar to everyone, where conversion activity refers to anything captured on an advertiser’s own site, typically by pixels The Amazon eComm metrics, however, are exclusive to Amazon Advertising and provide more comprehensive measurement
- NICH Looking through an example, where the numbers in the middle of the slide indicate days (so 14 days total in a given customer journey) A user interacts with various ads throughout the 14-day window and also interacts with various touchpoints on the advertiser’s site and on Amazon. Where all activity culminates in a purchase through Amazon Prime after the user compares shipping options through Amazon vs. the advertiser directly. Bc truthfully, what beats Prime shipping? Through Amazon DSP, each of the touchpoints are reported on and ad-attributable. For example, the click on day 9 receives attribution credit for all user activity from the advertiser’s site and on Amazon.
- NICH Now in the case that Amazon DSP isn’t leveraged, fragmentation exists in the overall attribution picture Since the purchase took place on Amazon, we’d be left thinking the customer dropped off after looking at the shipping options page. Which has unintended consequences beyond tying a purchase back to the user, i.e. retargeting & overexposing the user to ads to have them complete a purchase when they already have. And next, Cassie will speak to how this was exemplified through a few case studies.
- Cassie
- Cassie Industry: Ecommerce - Automotive| EV Home battery chargers Challenge: High Price Point, Difficulty Scaling Efficiently Goal: Net New Customers ROAS & Brand Awareness IPlatform: Amazon DSP Creative: Standard Static Ads - Nich talked about Dynamic ads as a great way for ad testing and results that we are going to look to incorporating into our strategy moving forward as a way to drive even better results Strategy: Link-In + Link Out Campaigns
- Cassie Because the price point here for the product was a little on the high side, The strategy taken with these campaigns was to create a funnel approach.te Avoided the hard sell out of the gate Moved them through the funnel Created Value to Specific targeted Audiences at each phase of the funnel Key TakeAway = Brand Attention & Value with a focus on key audiences. Avoided Wide Net approach and did the research upfront to create throughout approach to specific audiences
- Cassie Full Funnel Approach was a HUGE success achieving Net New Customers at a profitable ROAS Overall ROAS was up 2.1X Competitor ASISN Targeting Campaigns that Nich mentioned as a new Feature alone were 2.7X Remarketing - Lower Funnel - ROAS was up 7X **Important to note this is Click and View Conversions
- Cassie The campaigns appear to also be having a Halo effect on overall sales. The Yellow Bars show when we launched and the blue dotted line shows “Overall Sales” continuing to see steady growth of total orders - Impacting TOTAL SALES The retail insights report (see screenshots) is showing an upward trajectory of both conversion rate and sales volume indexes, compared to the pre-campaign period.
- Cassie We can also see here that Conversion Rates of all Purchases are also on rise ASIN Conversion Rates doubled from Pre to post launch
- Cassie
- Cassie Industry: Ecommerce - Health Supplements Challenge: Health Retargeting Restrictions, Limited Display Options - Limited on Google Display Goal: Net New Customers, CPA & Brand Awareness Platform: Amazon DSP Creative: Standard Static Ads Strategy: Link-In + Link Out Campaigns
- Cassie Reach = Top of Funnel Tactics: Focused on reaching a wider scope of potential customers, by aligning our messaging alongside relevant content, as well as targeting, on a broader scope those who best resemble existing customers. Reach = used cookie tracked convertors to create Lookalike audiences. Attract = Targeted Awareness Audiences - Interests and Behavioral targeting uncovered during audience insight research In-market, Custom Intent, Affinity, Purchase Behavior Location, Age, Gender, Languages, Decide = Retargeting
- Cassie Expanded reach by filling the top of the funnel for remarketing with new users and drove direct orders. 688 Net New Customers Link-In (Amazon) = 57% Lower CPAs* Link-Out (Website) = 53% Lower CPAs
- Cassie Full Funnel Strategy (R.A.D) Link-in + Link-out = Success = work with Amazon not against it. Avoid Last Click Attribution Amazon Competitor ASIN Targeting Both Clients saw TOTAL SALES increase not Just Amazon DSP campaigns Profit from Amazon BrandIf you can’t beat’em, join them! Amazon is a monster that has brand equity people know and trust. Use that to gain net new customers and profit from it
- Cassie Hanapin offer: If you’d like to stay updated on all the exciting announcements as we gear up for Hero Conf London this fall, go ahead and check that box and we’ll get you signed up.
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