The Myths Around Using Amazon DSP and Increasing Sales Even As A Growing Brand – Sam Lee – Amazon Legends – Episode #260

Join us for an insightful conversation with Sam Lee, a true trailblazer in the world of Amazon advertising. Sam's journey began with crafting a thriving consulting business centered around Amazon's Demand-Side Platform (DSP), after spearheading the DSP team at Thrasio. Now at the helm of DLVRD Media, Sam's mission is clear: drive profitable growth on Amazon through a strategic blend of Organic Brand Management, Pay-Per-Click (PPC) campaigns, and the powerful DSP.

Tune in to this episode for a deep dive into Amazon DSP, actionable tips for mastering PPC, and a refreshing take on achieving equilibrium in the bustling world of e-commerce. Whether you're a seasoned Amazon seller or just dipping your toes into the digital marketplace, Sam Lee's wisdom will guide you toward making waves of success. Don't miss out on this enlightening conversation!

Takeaways:

•  Importance of DSP (Demand-Side Platform): DSPs are crucial tools for Amazon sellers to run targeted advertising campaigns that reach potential customers at various stages of their shopping journey. 
• Targeting Strategies: DSP allows for precise targeting based on demographics, interests, behaviors, and shopping patterns, enhancing the effectiveness of ad campaigns. 
• Amazon Attribution: Amazon Attribution helps track the impact of off-Amazon marketing efforts on sales, allowing sellers to allocate resources effectively and measure campaign success. 
• Multi-Channel Strategy: Expanding advertising efforts beyond Amazon's platform to other websites and apps can drive brand awareness, customer engagement, and ultimately boost sales. 
• Remarketing and Audience Segmentation: Retargeting ads to previous website visitors and segmenting audiences based on their behavior can improve ad relevancy and drive conversions. 
• Video Ads and Creative Content: Video ads have higher engagement rates and can effectively communicate a product's value proposition, leading to increased sales and brand recognition. 
• Attribution Models: Understanding different attribution models helps sellers accurately attribute conversions to their advertising efforts and allocate budgets accordingly. 
• Testing and Iteration: Continuously testing different ad creatives, placements, and strategies is essential for optimizing campaigns and achieving better results over time.  

Quote of the Show:  
When it comes to using Amazon DSP and boosting sales as a growing brand, I typically don't recommend running DSP on products with fewer than 100 reviews or anywhere less than four stars. This is because with DSP, you're charged at a CPM basis, meaning you pay for every 1000 impressions, regardless of clicks. In the PPC world, reviews play a crucial role in click-through and conversion rates. If potential customers are dissuaded by low review counts and don't click on your product, you still get an impression without paying anything. Within the DSP, charges occur when people see your ad. So, to ensure success, you need to be well-prepared. Once you're properly set up, Amazon DSP can become an incredibly powerful lever for your brand's growth.

Links:

Website: https://www.dlvrdmedia.com/
Linkedin: https://www.linkedin.com/in/samleenkedin/

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