Kelly McGuigan, Director of Product Marketing, Kenshoo
Amazon DSP reporting is now supported by Kenshoo Ecommerce. The benefit to marketers is that they are now able to see their other Amazon Advertising efforts—such as Sponsored Products and Sponsored Brands—side-by-side. This holistic view enables retailers to best understand how all of their campaigns are working to generate business value.
Amazon Advertising has taken the industry by storm and continues to surge ahead.
As reported in the Kenshoo Q2 2019 Quarterly Trends Report, spending on Ecommerce Channel Advertising (ECA)—primarily led by Amazon Ads—grew 66% year-over-year (YoY) last quarter which is the highest YoY growth of any major marketing channel.
Learn more Q2 2019 advertising trends in the recent Kenshoo Quarterly Trends Report
Amazon’s most popular ad formats, Sponsored Products and Sponsored Brands, are triggered by searches in the site’s search bar. These are primarily mid- or bottom-funnel ad exposures to consumers already in the store and in a mindset to either shop or research a purchase decision.
Of course, there’s nothing wrong with middle and bottom-funnel ads as they can help get consumers over the last mile and close the sale.
But true marketing requires brands to drive awareness at the top of the funnel to get consumers on the path to purchase. Search-triggered ads are considered a pull tactic because they are initiated by user behavior (i.e. the search). This is great when a consumer knows to search on something, but are relatively ineffective at reaching consumers that don’t know to search.
Push ads—such as the display and video ads served by the Amazon DSP—can reach consumers almost anytime when they are online. Marketers can leverage these kinds of ads to drive awareness of their products and solutions.
Thus, a mix of push and pull ads are needed to reach unaware consumers and then move them down the purchase path.
The Amazon Demand Side Platform (DSP) offers brands display ads and video ads to “programmatically reach your audiences across both Amazon-owned sites and apps, like IMDb, and leading publishers’ sites through direct inventory from Amazon Publisher Services and third-party exchanges.”
Using the Amazon DSP, marketers can use exclusive Amazon audiences to reach their ideal audiences by leveraging the site’s powerful purchase dataset. After all, the inventory that Amazon offers is very powerful, but it’s really the data targeting that truly sets this channel apart.
The Amazon DSP has become a very useful channel for retail marketers, but until now, marketers had their Amazon Advertising search ads in one spot and their DSP ads in another.
Kenshoo closes the reporting gap
Now, Kenshoo Ecommerce—the leading solution for Amazon Advertising—gives marketers a central dashboard to view and report on performance across both search-triggered ads and their Amazon DSP ads.
See your Amazon DSP reporting side-by-side with your other Amazon Ads
Kenshoo has developed a unique ingestion method to receive, process and report on DSP ads so that marketers can get a side-by-side view across all of their Amazon campaigns. A Kenshoo Ecommerce client needs to simply set up a regularly scheduled report which the Kenshoo system then ingests and displays. The DSP views will include the Order, Line and Creative levels along with up to 30 different metrics.
By seeing all of their efforts side-by-side, Amazon advertisers will better understand how all their campaigns are performing together and be able to make better-informed decisions based on a holistic understanding of how their programs are doing.
Kenshoo Ecommerce is an enterprise-level tool built on the innovation and expertise of the Kenshoo team that has a 13+ history of building complex and powerful paid search and paid social advertising technology.
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