Speaker: Mark James, Perpetua About this presentation: Adopting a full-funnel approach to marketing on (and off) Amazon is quickly becoming paramount. The market is becoming more crowded, and building a brand that people recognise and relate to can make you stand out from that crowd, and ultimately increase the likelihood of consumers purchasing from you, and not your competition. A great strategy at your disposal to build upper-funnel awareness is using Amazon’s DSP. This talk will cover – why and how you should use Amazon’s DSP, and common mistakes to avoid!

1. Mark
James
Amazon DSP
Some Do’s
& Don’ts!
WITH
mark.james@perpetua.io
+44 7709 485758

2. We give super
powers to anyone
that sells online

4. Sponsored Ads

5. Amazon DSP

6. Perpetua
Amazon DSP

7. The Amazon DSP enables advertisers to
programmatically buy display, video and
audio ads both on and off Amazon.
You can leverage Amazon's extensive first
party user database to reach highly targeted
audience groups with enhanced creative,
wherever users are shopping online.
Sold on a CPM (cost-per-thousand
impressions) basis.
What is the Amazon DSP?
Invest in building your brand
with a full funnel strategy

8. How should I use
the targeting
methods available?

9. What
Targeting
Strategies
should I use?

10. Competitor Conquesting
Competitor product viewers
Competitor product purchasers
The goal of your upper funnel campaign tactics is to
increase the number of people exposed to your
product and brand in a cost-effective way.
Upper funnel
strategy
Tactic
In-market
Shopper in a given category
Goal Awareness Consideration
KPIs
Impressions
CTR (engagement)
DPVR (level of interest)
eCPCPV (cost per DPV)

11. Cross-selling
Complimentary product
purchasers
The goal here isn’t just to maximize your ROAS, rather to
continue reaching customers who are on the edge of making
a purchase and to prevent an abandoned cart.
Bottom funnel
strategy
Tactic
Contextual Targeting
In-Aisle Shoppers
Goal Purchase intent Purchase intent
KPIs
ROAS & Total ROAS
CTR DPVR
eCPDPV % NTB
Retargeting
Past purchasers
Purchase Loyalty / LTV

12. How much
should I spend?

13. How much
should I spend?
DSP budgets should be
of sponsored spend
1
5
1
3
to

14. Retargeting should be kept as an
always-on strategy
Allocate ~$1k per product
ROAS
driven campaigns
60/40 distribution between
the upper and lower funnel
30/70 or 40/60 distribution between
the upper and lower funnel
Recommended spend on
Sponsored Ads is at least $30K
Brand
Awareness campaigns
Use remarketing when applicable —
typically for consumables or products
with high repurchase value
Allocate ~$1k per product

15. Which products
should I push?

16. 1-2 Hero products to start
Product
selection
checklist
High brand affinity products
Search by product type: Which products
receive high brand traffic?
Search by brand name: Are competitors
advertising on your page?
Bonus points if you have:
At least 15 product views
At least 3.5 star rating
Higher price point items
Consumables/repeat purchase items

17. Some common
challenges

18. I don’t understand
whether DSP is
working for me
🧐

19. Always focus on
the metrics that
matter (not just ROAS)

20. Most pertinent in measuring impact
of top of funnel campaigns
Helps understand the effectiveness of
driving traffic to product pages
eCPDPV
Estimated cost
per detailed
page view
Wide variations from category to
category, expect $0.50 - $2.00
Why is it important?

21. Purchase clicks valued more than
Purchase views
Allows you to understand purchasing
journey of customers
Why is it important?
Understand the % between the
two over time against strategy +
funnel position
Purchase
views vs.
purchase
clicks

22. A NTB purchase on a high frequency
item can have a significant LTV
Mid and Top of Funnel
campaigns should be measured on
incrementally and brand building
Why is it important?
Branded Search Volume shows
the effect that DSP has on
increasing awareness
Percentage
of new-to-brand (NTB)
purchases + branded
search volume

23. My ROAS is low

24. Retail
insights
report
Understand shopping activity for your brand’s products on Amazon
before, during, and after a display or video advertising campaign

25. AMC
Track a user's journey
through all ads both
on and off Amazon.
A user is 1.4 times more likely
to purchase after viewing both
an OTT and Display
A user is 1.9 times more likely
to purchase after viewing both an
OTT and a Sponsored Product Ad
A user is 1.9 times more likely
to purchase after viewing both an
OTT and a Sponsored Product Ad

26. It’s too expensive! 💰

27. Amazon DSP
Costs to know
Platform fee
● Cost that Amazon charges of
purchasing DSP ads
● Typically 10% of spend (AMG
charges 10%
● Lowest known rate 8%
Agency fee
● Service fee charged by agency
● Typically 10% of spend (AMG
charges 15%)
Both fees are baked into ROAS
performances metrics in DSP reporting

28. Despite the challenges,
getting it right can
yield impressive results

29. CPG
CASE STUDY
A Global CPG brand came to
Perpetua to accelerate the transition
of in-store sales to online ahead of
Black Friday and Cyber Monday

30. In 2 months prior to BFCM, they drove
4.4M impressions and 11,501 detail page views
— an in-store equivalence of around 1,437
customers picking up the product in the digital
aisle per week. We returned a ROAS of 1.84 in
September and October.
51.35%
3.28
0.49%
DPVR
NTB%
ROAS
As we entered November,
their strategy shifted from upper
funnel prospecting, to lower funnel
retargeting and remarketing
efforts. ROAS grew to 11.68.

31. Success on the DSP takes a time.
DSP operators must know the nuances
of an advertisers’ business and commit
to long term success
Strategic audience building
The three pillars
to success
Meticulous attention to detail
for line Item creation
Push the right products,
use the right metrics

32. EU DSP
benchmarks
󰎾

33. Amazon DSP Category
Metrics QoQ
CPM CTR CPC DPVR CPDPV PR NTB PR ROAs
Appliances &
Supplies
$1.62 0.14% $1.17 1.67% $0.10 0.08% 0.06% $11.66
Household CPG $3.36 0.15% $2.17 0.35% $0.95 0.02% 0.01% $1.70
Clothing & Apparel $2.58 0.18% $1.44 2.66% $0.10 0.19% 0.10% $14.86
* Metrics are all averages

34. Amazon DSP
Performance by Funnel
CPM CTR CPC DPVR CPDPV PR NTB PR ROAs Total
sales
Total
cost
Bottom funnel +50% +8% +38% -21% +90% -15% -9% -41% -47% -10%
Mid funnel +25% +82% -31% +20% +4% -50% 0% -70% +23% +315%
Upper funnel +38% -3% +43% +48% -7% +46% +36% 11% +169% +141%
* Metrics are all averages
CPM CTR CPC DPVR CPDPV PR NTB PR ROAs
Bottom funnel $4.12 0.19% $2.14 2.81% $0.15 0.20% 0.20% $10.35
Mid funnel $3.38 0.25% $1.33 0.87% $0.39 0.05% 0.05% $3.34
Upper funnel $1.96 0.14% $1.37 0.62% $0.32 0.03% 0.03% $3.79