Should Amazon DSP Be in Your 2020 Marketing Mix? - Episode 122

INTERVIEW WITH BOBSLED PPC MANAGER RACHEL STREET

 

DESCRIPTION

Now is a very good time to be an Amazon advertising professional. According to research firm Cowen, the Amazon platform is set to make $17.6 billion dollars from advertising this year, up 36% increase from 2019, and $46.6 billion by 2025. Today, Rachel Street, a colleague from Bobsled Marketing, joined us to talk about Amazon's Demand-Side Platform (DSP). She explains what DSP is, she talks about its pros and cons, and she describes the way that it fits into the paid search advertising framework.

Rachel has been a PPC Manager at Bobsled for almost two years now. For the past six years, her focus has been almost exclusively on Amazon, ranging from A-Z management to content, and optimization. In recent years, she has been paying particular attention to advertising and developing her skills and expertise in PPC and SEO. For the last two years, she has been working with Amazon's DSP.

Tune in today and join the discussion! 

“Amazon’s Demand-Side platform is an impression-based marketing platform, so it operates a little differently to traditional search, or PPC ads.”
— Rachel Street

KEY TAKEAWAYS

  • Over the last two years, the Amazon advertising team has emphasized growing the platform.

  • The Amazon advertising team has been coming out with new features that elevate the Amazon platform.

  • The Amazon advertising team has taken a holistic approach to their marketing of the platform.

  • Amazon's DSP is an impression-based marketing platform.

  • Amazon's Demand-Side Platform operates a bit differently from traditional search or PPC ads.

  • Customers can be targeted much more broadly in DSP.

  • DSP is a better way to target customers at each stage of the sales funnel. 

  • The pros and cons of the DSP platform.

  • The incredible insights that DSP offers.

  • The DSP platform does come at a higher cost.

  • The kind of brand that DSP is best suited for.

  • What the spectrum of advertisers on the DSP platform looks like.

  • Some tips for people who are considering DSP.

  • DSP is not a self-service platform.


MENTIONED IN THIS EPISODE

  • Win a copy of Kiri's book, Amazon for CMOs! All you need to do is write a review of this podcast in iTunes, Stitcher, or wherever you listen to this podcast, take a screenshot of the review that you wrote, and email it to Kiri at kiri@bobsledmarketing.com or send it to her on LinkedIn.

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