{"id":41760,"date":"2019-05-24T03:15:53","date_gmt":"2019-05-24T10:15:53","guid":{"rendered":"https:\/\/content26.com\/?p=41760"},"modified":"2019-06-05T08:46:42","modified_gmt":"2019-06-05T15:46:42","slug":"amazon-dsp-business-case-quantifying-success","status":"publish","type":"post","link":"https:\/\/987654321.space\/c26_dev\/blog\/amazon-dsp-business-case-quantifying-success\/","title":{"rendered":"Amazon DSP Business Case: Quantifying Success"},"content":{"rendered":"\n

Amazon\u2019s demand-side platform (Amazon DSP<\/a>) enables advertisers to programmatically buy display and video ads that target shoppers near the top of the sales funnel. Although this part of the funnel remains crucial for building awareness among shoppers, many companies find it difficult to make a business case for Amazon DSP. <\/p>\n\n\n\n

In this post, I’ll walk through the metrics we use here at content26 to show the full-funnel impact of DSP on Amazon business<\/a>. We\u2019ll also share how we\u2019ve made an Amazon DSP business case for one of our clients. <\/p>\n\n\n\n

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Bringing Full-Funnel Attribution to Amazon <\/h2>\n\n\n\n

The targeting capabilities of DSP make this advertising program otherworldly<\/a>; reaching consumers that are in-market for products in your product category; targeting consumers that have purchased products within this category in the past year; and segmenting these targets according to household income. <\/p>\n\n\n\n

But even with the vast potential of this program, it can be difficult to make an Amazon DSP business case by only looking at the metrics available within the Amazon DSP platform<\/a>. <\/p>\n\n\n\n

In fact, relying on standard measures such as sales and spend provide a narrow shopper journey, and fail to illustrate the greater effect the campaign is having on overall sales.<\/p>\n\n\n\n

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Going Beyond Last-Click Attribution<\/h2>\n\n\n\n

Imagine a shopper sees an Amazon DSP ad at the top of CNN.com for a Brother printer. Instead of clicking on the ad, the shopper manually goes to Amazon and types in the brand name to discover the brand\u2019s assortment. They see the search results and click on the first sponsored ad or the first organic result. Even if the consumer had clicked on the DSP ad prior, due to last-click attribution, the sale would be counted toward the sponsored ads campaigns. <\/p>\n\n\n\n

Or, let\u2019s say the shopper clicks on the Brother printer ad on CNN.com. They see the ad a few more times over the course of the next week, but don\u2019t decide to buy yet. Eventually they end up going Amazon to buy the printer, but don\u2019t make the purchase within the 14-day attribution window of the display ad click.<\/p>\n\n\n\n

There are myriad scenarios not captured in the provided Amazon DSP metrics that could form the foundations for a strong Amazon DSP business case. <\/p>\n\n\n\n

But that doesn\u2019t mean marketing teams are out of luck. By combining data that\u2019s available in Amazon Advertising through Sponsored Products and Sponsored Brands as well as channel sales data, brands can paint a picture of what their full sales funnel actually looks like. <\/p>\n\n\n\n

Full Funnel Metrics for DSP Campaigns <\/h2>\n\n\n\n

Understanding DSP requires going beyond standard metrics such as spend, sales, DPVR (Detail Page View Rate), CTR (Click Through Rate), ATC (Add to Cart), ROAS (Return on Ad Spend), and Units Sold.<\/p>\n\n\n\n

Here are 10 data points brands can examine that offer a more comprehensive view of the full funnel effect of Amazon DSP: <\/p>\n\n\n\n

  1. Branded Search (Sponsored Brands, Sponsored Products) Impressions<\/li>
  2. Branded Search ACoS<\/li>
  3. Branded Search Sales<\/li>
  4. Branded Search Click Through Rate<\/li>
  5. Full ACoS (DSP Spend + Branded Search Spend) \/ (DSP Sales + Branded Search Sales + Organic Sales)<\/li>
  6. Organic Sales Growth (Channel Sales \u2013 Ad Sales) over time<\/li>
  7. Organic Sales<\/li>
  8. Overall Channel Sales<\/li>
  9. Channel Sales Growth<\/li>
  10. Search Rank <\/li><\/ol>\n\n\n\n
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    This form of advertising has a full-funnel effect that influences every step of the purchase journey\u2014from awareness to sales. By examining additional data points outside of the traditional Amazon DSP metrics, brands can begin to see the more nuanced ways DSP is positively affecting sales. <\/p>\n\n\n\n

    The rest of this post will look at these Amazon DSP metrics in more depth. <\/p>\n\n\n\n

    Branded Search Metrics<\/strong><\/h2>\n\n\n\n

    One way to make an Amazon DSP business case is to see if branded search<\/a> metrics are increasing while branded search ACoS remains the same. This trend implies that consumers are seeing the ad, navigating to Amazon, searching for your brand, and clicking on an ad. If we\u2019re able to see growth in branded impressions, branded clicks, and branded sales while branded ACoS changes at a smaller delta, this is a sign that DSP is having a positive effect on your branded campaigns sales funnel. <\/p>\n\n\n\n

    Metrics examined:<\/strong><\/p>\n\n\n\n