You have already achieved your dream of building an online brand. You have a cool brand name and a top-notch high-quality product. But, your amazing product is not selling as much as you expected it to be.
Well, you’re not alone. Low product demand is one of the biggest (and most common) problems faced by businesses, whether eCommerce or brick-and-mortar. When there’s a high gap between your product’s supply and demand, you’ll end up having a huge amount of surplus--resulting in spoilage or rot, higher inventory costs, and then unfortunately huge losses.
There are many reasons why your product demand is low: like a price tag that may be higher than its perceived value, or even as simple as your product may not be as useful as you think it is.
A poor marketing strategy can also lead to low product demand. If you’re not reaching the right customers, you’ll have a hard time selling your product no matter how amazing it is.
So, what can you do to increase your product demand? Well, you could try an advertising platform using Amazon DSP.
What is Amazon DSP?
Amazon started out as a small online bookstore in 1994. But, today, it’s the largest e-commerce platform in the world. Best known for its retail business and online shopping platform, they even take pride in their advertising platforms that earn millions of revenues per year. Now more than ever, the global e-Commerce industry continues to provide more revenue opportunities for Amazon.
Because of this, Amazon continues to refine and develop their advertising services. No wonder Amazon has now become the third largest advertising platforms in the world.
In 2018, Amazon decided to rebrand its marketing services. The Amazon Media Group or AMG is now officially known as Amazon Advertising.
Amazon advertising has two platforms – the Amazon Ad Console (formerly known as AMS) and the Amazon DSP (formerly known as the Amazon Advertising Platform).
The Advertising Console ads appear on Amazon search results and product detail pages. This means that the ads are visible to people who are already earnestly shopping on Amazon.
On the other hand, Amazon Demand Side Platform or DSP is a totally different animal. DSP ads appear on other Amazon-owned websites such as IMDB, Audible, Alexa, Box Office Mojo, and Goodreads. This means that DSP can increase brand awareness and allows brand owners to reach a wider audience.
The Demand Side Platform allows you to programmatically buy video and display ad placements. It allows you to reach people who are not using Amazon and those who are already using it. Hence, it widens your reach, increases brand recognition, and helps you win new customers.
How Does It Work?
As previously mentioned, Amazon advertising has two platforms Amazon – Advertising Console and DSP.
Advertising Console has a PPC or pay per click system. This means that you only pay for an ad if someone clicks it. While DSP has a cost per impression (cost per thousand) system. This means that you’re going to pay a specific amount for every one thousand ad views.
The DSP program is the only way business owners can purchase ad spaces on Amazon-owned websites such as IMDB, Zappos, Goodread, Twitch, Shopbop, Alexa, Annapurna Labs, Ring, Souq, Woot, and Accept.com.
DSP is available to registered brand owners who sell their products on Amazon. It’s available to both vendors and third party sellers.
Amazon DSP is perfect for brands who want to buy massive amounts of display and video ads. It’s perfect for those who want to widen their reach. It’s also great for brands that can’t sell their products on Amazon but wants to reach and influence Amazon users.
DSP has two management options, namely:
Amazon-managed – This means that Amazon manages your ads.
ESS (Enterprise Self-Service) managed – If you want your ad agency to manage your DSP display ads, this is a great option for you. But, keep in mind that you need to hire an ad agency to avail of this option.
A Closer Look on Amazon DSP
As previously mentioned, DSP allows you to systematically purchase ads. This means that it uses advanced technology to strategically place the ads you have chosen in different websites and platforms, such as IMDB, the Amazon website, Freedive, Fire TV, Kindle, Apps, and third party platforms.
DSP offers different ad types, such as:
Image and Text – This ad allows you to use pictures and words.
Mobile Banners – This ad appears on mobile devices and usually occupies a little bit of space.
Mobile Interstatial Ads – These ads occupy the entire screen.
In-stream Video Ads – Amazon owns a streaming service called Freedive. DSP allows you to buy in-stream video ads that will appear when a Freedive user watches a movie or a TV show.
Amazon DSP targets two types of customers, namely:
These are customers who are most likely to buy the products. They have either searched your product online or purchase ones that are similar to yours in the last thirty days.
DSP helps you plant your product into the brain of online shoppers who regularly buy products that are similar to yours. For example, if you’re selling frozen Bratwurst, DSP allows you to target “foodies” or customers who bought sausages and other food items in the last 30 days.
Why You Should Use the Amazon DSP to Increase Your Product Demand
DSP is a centralized ad buying platform. Using this service allows you to access a huge percentage of Amazon’s digital advertising inventory. It enables you to just log in and identify where you want to run your ads. This also empowers you to reach people that are actually interested in your products.
For example, if you sell self-help hypnosis CDs, you can choose to place your ads on websites that are linked to your product like Good Reads and Audible. Remember that people who read self-help books and listen to self-development audio books are most likely interested in buying a hypnosis CD.
It has a higher impression volume than the Ad Console
DSP can reach wider audiences. It has a higher impression volume than the usual Amazon pay per click ad. A DSP ad can reach hundreds of thousands (if not millions) of people. It can do wonders to your brand. You still win if these ad views don’t immediately convert to sales.
Take Karen as an example. Karen has always wanted to try yoga, but she feels that she doesn’t have the time. When she was looking for a weight loss book on Kindle, she saw an ad for yoga pants. When she clicked on it, it took her to an Amazon page. She looked at the brand and thought it was amazing. But, at that point, Karen felt like she’s not ready to give yoga a try.
After a month, Karen finally decided to try yoga. She remembered that yoga pants brand ad she saw a while back. And so, she went to Amazon, looked for that brand, and purchased three yoga pants.
It covers almost all stages of the sales funnel.
One of the best things about DSP is that it covers almost all stages in the sales funnel. It increases brand visibility and awareness. Placing ads on different websites attracts more interest to your brand so it covers the upper part of the sales funnel, which is awareness.
Because of the increased brand awareness, DSP ads can help engage new customers and inspire them to choose your product over that of your competitors. This covers the mid-funnel and increases purchase intent.
Remember that DSP allows you to target in-market and lifestyle customers. It allows you to re-engage customers to win back missed sales and encourage repurchase. This means that it enables you to reach customers that are in the lower part of the sales funnel.
The Amazon Advertising Console can only do so much.
The advertising console displays are great because they increase your product detail page traffic and helps increase your sales and revenue. But, there is just one problem: that moment in time when you hit the plateau. This could dampen your sales and revenue growth.
You should know that the DSP does not focus on driving sales. It focuses on brand awareness. So, it typically has a lower conversion rate that the pay per click ads. But, what makes this advertising platform special is that it allows you to retarget customers that have strong purchase intent through different DSP features, such as:
Product re-marketing – This allows you to retarget potential customers who have viewed your ads but did not buy your product.
Brand Halo remarketing – This allows you to target customers who viewed other products of your brand. This feature leverages on brand loyalty and preference.
Pixel based – This ad strategy targets your website visitors.
Similar Products – This remarketing strategy helps you target customers that viewed products that are extremely comparable to yours.
DSP’s retargeting features not only increases your product demand. It also allows you to avoid missed opportunities.
Pro Tips on How to Use Amazon DSP to Drive Demand
DSP is a great feature. But in order for you to reap its benefits, you’d have to learn how to use it strategically. Here’s how:
Use different types of ads. You can do a mixture of desktop display, mobile banners, image and text ads, and video ads.
Use catchy pictures and copy. Use power words when describing your product. Use an image that highlights the best features of your products.
Use the DSP feature on days when there’s an expected influx of online shoppers, such as the days before the Christmas holidays, paydays, Cyber Monday, and Black Friday. This can significantly increase your revenue.
Amazon DSP is a great service. It allows you to retarget customers and avoid missed opportunities. It helps you reach millions of people and make your product a household name. It’s powerful enough to increase product demand. It increases your product’s popularity and helps you lure in new customers.
But, you should keep in mind that like the Advertising Console, DSP has limits, too. Its ads have lower conversion rates than PPC ads.
If you really want to maximize your marketing ROI, it’s best to use both Amazon DSP and pay per click service. This way, you’ll get the best of both worlds; and of course, you could easily decrease the gap between your product supply and demand.