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SIGCE007 - Amazon DSP - Demand-Side Platform with George Meressa

The world of digital advertising has changed dramatically in the last few years. With new innovations popping up every day, it's important for marketers and sellers alike to stay on top of the trends in order to leverage opportunities created by these changes. In today's episode, we're going to take a step back and look at the bigger picture of Amazon DSP. George Meressa, Director of Clear Ads, DSP Expert, will talk about how you can target your ads through this platform in order for them not only reach an audience but also be relevant which means more sales!


Topics Covered in This Episode

  • About George Meressa
  • What is DSP and what can it do?
  • Knowledge of DSP over the years
  • Criteria of the best targeted seller to use DSP
  • The Funnel Structure
  • Amazon, American Football, and Ads
  • Can Amazon DSP target things outside of Amazon?
  • Strategies in using Amazon PPC and DSP together
  • Coupons, Promotions and Lightning Deals
  • Question & Answer

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Podcast Transcription

[00:00:00] Do you want your product seen by more buyers on Amazon, Etsy and other marketplaces? Do you want to get more traffic, make more sales and scale your brand? Welcome to the Signalytics Podcast - Signal Code Unlocked, where we discuss what signals are needed to send to your customers, to the algorithms, to the ad platforms in order to get your product seen, converting and profiting fast. With your host, former top 50 seller on all of Amazon, the Professor Howard Thai,

[00:00:32]  this is the Signalytics Podcast - Signal Code Unlocked. Okay, guys, we're live. How are you guys doing? So thanks for coming on. Let me introduce George here from Clear Ads, George. Talk about a little bit about yourself to your audience in Pakistan and in the rest of the world. Sure. So, hi, I'm George I'm from clear ads.

[00:00:54] I've been in the ad ad space with digital advertising space since 2009. I set up clear ads in 2011 and we primarily started with Google ads, moved over to Facebook ads, bing ads, Expedia ads, and so on and so forth. And then managed to double across Amazon's sponsored ads, say five years ago and have been doing DSP just over three years ago on Amazon.

[00:01:21] Okay, great. So George, like, can you remember the first time we met? Do you remember where that was? Yeah. Yeah, of course I do. I remember the first time I heard of you, the first time I heard of you was before the first ever billion dollar seller summit of Kevin. So he had you and I think it was David from China.

[00:01:39] Yes. Yes. And then he had you both speaking, saying that you guys are coming cause he was with you that you he's, you are coming to, to, to Austin to talk about lots of Amazon tactics and, and secrets. I see. Okay. This guy sounds cool. And then, and then I met you at the event and then the first, yeah. So the first time was like, I don't remember 2009. 

[00:02:00] What was that for? No, no, no. It was two. No, it was 2000. Is that three or four years ago now? I, but I remember you were too cool for me. You didn't talk to me. You were too cool. I had to kind of stay, like, see you from a distance. Honestly. I, I still remember you. I was like, kinda, you were out there on a booth.

[00:02:19] I think it was by yourself. Right? What was someone else was there with you now was at my right. The first time was without, wow. I was like, now look at what you've grown. You're like, like so different now. Right? I remember you were like by yourself, setting up the booth, your another booth or something. So it was like all you all yourself, right?

[00:02:40] Yeah. Yeah, it was cool in those days. It was only me that went to events. No one else. Now, now, now from now, from my point of view, I'm like, I hear like, you're not even doing anything. All your team is doing everything. So that's really the other George Roberts. Right? Doing everything for you. Is that what George's been saying?

[00:02:59] I'm doing that. I still do decent and stuff. I, I, I heard, I heard George told me, I think George told me that too. I dunno. You can talk to him about it. I forgot. OK. I OK. So now you don't go to events. Well, maybe some of 'em, but I go some of them. Yeah. But you don't go to any of the events. Oh, not all of the events anymore.

[00:03:18] Like, like how you started in very beginning. Oh no. I go to more now. Cause what happened last year? How like, sure. I dunno. But like I got ill very ill last year, so I couldn't go to anything. And now this year I started to get healthy. So I met an event once a month somewhere. So yeah, you I'm trying to go to as many more events as possible.

[00:03:35] Now. I see. I think last time I saw you was my event, right? Yeah. Yeah, that was so good. I love that event. That was like a big highlight. Yeah. You, I had some 007 pictures of you guys of your choice. That was really good. Yeah, that was good. And at that time it was like, you can, at that event, it was like a, a massive holiday for me, cuz it was like, you want food, they bring you food.

[00:04:00] You want whatever you want, They, they bring it to you all the time. Every all hours of the day. It was so good. I remember there's like the platter that you were asking for little food and they give you a platter or something like that. So a massive, I look like a greedy boy because it, a dinner was about starting an hour.

[00:04:13] I just wanted the little platter and then they just gave this massive board is food. So let's just start a little bit, I guess, because our audience is kind of out there listening to what we're talking about. We're talking about all the, can you talk about, talk about, because our audience in Pakistan doesn't really understand or know too much about DSP and then now that's why we're gonna ask the godfather of DSP here to tell everyone what is actually DSP and what can DSP do.

[00:04:40] Yeah. Sure. So, so DSP is a, is, is a form of programmatic advertising. So it's media buy-in, but it's been automated. So if we get, if we forget about Amazon for a second, DSP is a way to serve your ads in, on, on content that is out there to be sold, right? And this inventory, this content can be on, on websites, forums, blogs, right?

[00:05:07] So trade desk is the biggest DSP out there. You've got Google's double click, that's DSP. Facebook ads is actually a DSP. It, it trades own inventory. And what you do is you find the audiences you like, and you think is gonna match up with who, who you wanna target your products or services with, and you serve your ads on there 

[00:05:30] So Amazon basically wanted to get into the programmatic space and they did this number of years ago. So they came out with their own DSP. So PPC and DSP are very different. The demand side platform is, is where Amazon said, right, we're gonna come and compete in this new space, but Amazon's unique because Amazon's offering is they, they actually take advantage of their first party data, right?

[00:05:56] So with Facebook, they could look at age, sex. They, they could look at interests, they can work out interests from what people like. And there's also a lot of third party data. They, that they used to buy in and use that third party data to create even more audiences. But now they're not allowed to do that because of, well, they don't do that anymore because of third party, third party kind of cookies is kind of being wiped out slowly.

[00:06:21] So they don't do that anymore. And Amazon, they deal with first part of data. So they carry on. They're not affected in one bit. Actually Amazon's DSP has gone up a level now in a programmatic space. So, and because Amazon deals with its own data. So Amazon's, data's far more rich. It's far more accurate because one, they're not buying it from outside, it's all inside.

[00:06:42] So it's gonna be a hundred percent accurate too. You could target people depending on their buying habits. So, you know, if someone's buying a lot of baby products, they have a baby, they have a child. So if you're looking for parents with, with young children, it's very easy to, to put their audience together and serve ads to them. 

[00:07:00] If you're looking for someone who buys certain types of novels, they buy fiction books, you can create a very easy audience around those who have bought the top sale of fiction books over a period of time and serve ads to them. And you could do this within Amazon and outside of Amazon. So there's two types of people who advertise in Amazon.

[00:07:21] There's what you call endemic advertisers. That is people who advertise products, Amazon products on Amazon, right through DSP and off Amazon. And you've got non-endemic advertisers is those who have other offerings outside of Amazon that, and they don't sell on Amazon and they wanna serve ads using Amazon's audiences to their website or their mobile app.

[00:07:46] I see. Or do you wanna add to that? Anything? I think just to let the people know who do Amazon DSP is very underutilized and not too many people, they're either unsure of what the platform can do, or they aren't even aware of, like, they think that Amazon DSP is actually the same as Amazon. But it's totally different.

[00:08:18] Yes. Amazon display does crosses over, but, yeah, but DSP is far more superior and you can control a lot more of the audiences. What do you think George? Like how, what do you feel like the education is for, for DSP, for your, your clients or people out there that you've noticed? Well, a few years, about a few years back when we first got into DSP, not many people used it or knew about it.

[00:08:47] Those who did know about it were really big sellers, Amazon sellers, and they were approached by Amazon directly and they were burnt. So they weren't, they didn't have the best experiences of Amazon's DSP. And just to kind of add to what a Baldwin said about display ads, display ads on PPC is a very light version of DSP.

[00:09:05] So Amazon's trying really hard to put all of the, the features that you get on DSP into Amazon. I don't see it, the complete, the whole thing going on there. They're probably gonna continue to add features to make display ads more powerful. So if you're, if you know, uh, display ads is definitely a great place to start.

[00:09:23] If you're seeing some good results and display ads, there's gonna be a strong chance. You'll see that on DSP, but sorry, Baldwin, what was your question again? What was your, what is your experience with people being educated about DSP? If they've heard of it or, yeah typical clients nowadays were people.

[00:09:41] So, so, so, so nowadays there's a lot more people who know about DSP. I think a lot more, a few more agencies have got onto it and there been a bit of education around it. Online. The problem with DSP is, is about getting access to, to DSP, not straightforward. You just don't get it. So I know, I know Howard, Baldwin, you have it.

[00:09:59] I have it. There's a few others who have it, so we're able to go inside into the dashboards and actually have a look at what's available for us. And they keep adding new things. Right. So, you know, there's new things like literally you don't get told about it just gets added. Right. And he is like, right, okay.

[00:10:15] This is a new feature. Like the other day, they're allowing you to target people who have searched anything called IMDB. So if they looked at a certain cast member or a certain kind of an actor or a TV program or movie, you can, you can, you can create an audience off that and, and target those people.

[00:10:31] So the, the out constantly add and features benefit for us is the fact that there's a lot more we can get away with. So it's still kind of very, very kind of under controlled. Like there's, there's not many, there's not much support for it. There's quite a few things I think there probably police a little bit more later, but they're not now, so you could do more with it, but yeah, it's definitely something that not enough people know about, but it's not.

[00:10:59] But then also another thing is it's not for everyone. It doesn't work for every brand. It's less something else to bear in mind. Can you George, can you tell us what it is? DSP? What's the best targeted accelerator to use DSP? What do they have to be? Like? What criteria that's that's that's a really good question.

[00:11:19] I'm really, I'm gonna have to come back in one minute Baldwin, can you start us off with that? And, and then, and then I'll come straight back. Yeah. Yeah. Okay. So if your, your product actually has a lot of traffic through it, and you're getting a lot of sessions or clickthroughs into your, your product.

[00:11:43] Those are the products that actually excel in terms of DSP, being able to capture the audience for remarketing. Otherwise you would have to do more top of the funnel or middle of the funnel approach, where you're not typically gonna get the best roll offs or a cost. You're gonna have to pay more to get exposure.

[00:12:08] And it's more of awareness campaigns, but if your product actually does well, it takes, uh, we, we do these remarketing campaigns where it takes your audiences that visited your, your product, and you can target them specifically where. I can say, Hey, I want to target only people who visited my product, but didn't visit or, or that didn't buy my product yet.

[00:12:38] So I want to target them and you can add more things into it. Like maybe also didn't buy my competitors target because then, then we know they're looking for a garlic press and they didn't buy my garlic press or any of my competitor, garlic press. So they're still looking for a garlic press. So you  can still continue to retarget them if they didn't buy it yet.

[00:13:04] That way it's the, the intent buyer intent is there. And you get, yeah, you get your, your buyers to be able to. Come back to your listing. Yeah. Like, you know, like to iterate if like a buyer goes to your competitor's listing and either view it or either bought it before, or even add the cart. You can always retarget them based on the, the length of the period.

[00:13:36] Like 30 days later, Hey, let's say supplements. It bought your competitors products. Last 30 days. That's time for them to start buying again. So you go and retarget them directly so that they will buy you or product. After their supplements runs out. So things like that is really powerful. You think about it, you know, people wanna do like, like email marketing or, or, or do a lot of other things to find the data in order to, to go and put it into the Facebook as to retarget.

[00:14:04] You don't have to do that because it's already there. You can already have, have Amazon DSP be able to target these people without even having to do that. Another thing is like, maybe could talk about it is about weathers. You target about weathers and locations. During a specific time of the year or day.

[00:14:25] So Baldwin, do you wanna talk about location, location, targeting and weather? Yeah. So for example, if you sell something regarding to whether it's like emergency safety things, like, I don't know, like emergency kids or, or first aid kits or something to do with, you know, hurricanes or, or extreme weather, or even, I know for Pakistan, you guys have blackouts where if you sell a generator or something like where you need like a battery pack or something.

[00:15:03] You can actually find out where is these blackouts coming from? Where is the heat coming from? Or if it's any information regarding weather or phenomenon like hurricanes or natural disasters going on in the world, you can actually target those customers. There's examples like Accuweather is a website that tells you the weather.

[00:15:27] So you can actually target places where there's hurricanes or flooding or anything regarding that by zip code. So you can actually focus targeted locations and know that, okay, there's a hurricane coming soon, or there's a heat wave coming soon. So you can present your products to those people. So we, we had to done a case study recently on that maybe you can just without disclosing what product or who it is. 

[00:16:00] Maybe you could tell some of the results. Yes. I believe we got 20, 20 ROAS. On a typical campaign using this method because it's very, very targeted to the need. If someone is buying something that affects them in terms of the weather, they really need it. And if, if it's really severe weather, especially people are going out and buying things or we're getting ready.

[00:16:29] So it's really, it's perfect actually for these type of people. And this also goes beyond just Amazon sellers too, if you like in, for example, if, if it's in a specific location, like I want to target San Diego, the, I can actually just target those zip codes if I have a, like a mom and pop business. So it's not only for just Amazon sellers, but it's also for anyone who can sell their products, even on as a mom and pop shop.

[00:17:05] George, you want to add to that since you just came. Yeah. Yeah, yeah. Sorry about that, everyone. But yeah. So in terms of DSP, I think that the main thing to know about DSP it's it's display advertising. So it's more invasive advertising. So people weren't looking for the ads that you have, you know, they, they just come across it so you can never compare it to PPC.

[00:17:25] It's always different to kind of, you know, someone actually searching for whatever you are, you are selling and your ads appearing for it. So there's that to bear in mind, but a big benefit about Amazon DSP is you could target people before they even know they need a certain product. Right. So, you know, if they bought one item, there's a strong chance that they're gonna need another item.

[00:17:44] Right. So some of the examples I tend to give is, you know, if someone's just bought diapers, right. And they've bought just a pram for a baby. So they're about to give birth, to getting ready to, you know, for this new child's gonna arrive, you can start advertising diaper. So, you know, they're gonna need it.

[00:17:59] They might not have thought about it, but if they see an ad with diapers on it, they might, you know, they might say, okay, you know what? It might be sensible to start buying some. So when the child does come, we have some in place and at home. Right. So when you can become very clever, just like example boarding gave, when you can become clever and really think about, okay, who is my target audience?

[00:18:20] What are they like start to create a persona. This is what they tend to spend their money on. This is what they tend to do. And then you start combining, okay, how does this link in with the products that I sell? And once you marry up the two pieces of information, and then, then you have success with DSP.

[00:18:37] there's also the obvious spot space, which is remarketing, and that's the first place. Most DSP, Amazon seller focused DSP agencies go for is they look at okay. If, if a brand has a good amount of impressions and clicks to their products, If you're seeing a good volume of sales. So if the market is telling us, this is a good product, people are buying this product.

[00:19:04] There's a demand for it. It stands out and it's good. Then we can leverage remarketing and, and allow our, allow them to get more sales through that channel. That's a really good place to start. And a really big benefit of DSP is to overlap reports. So when you have certain audiences you've created that works well, you can put it through something called an overlap report, which might be introduced to display ads soon.

[00:19:30] So if it does watch this space, a really powerful audience, kind of a really, really powerful report tool, because what it does is it takes that audience and it tells you, okay, you've got this audience. Here's other audiences that they Amazon's created, which tend to fall into the in-market and lifestyle audiences that really match up well with your audience.

[00:19:49] Right? So what you can then do is you can target those audiences and you'd likely to get more, more impressions and more traffic. If a seller has a few hundred thousand or maybe yeah, maybe a hundred thousand plus emails, they put their email list into Amazon find they can link it up with Amazon brands that are out there.

[00:20:09] So Amazon customers that are out there and with that information, you can also create an audience. So you can take that information and use that too. So there's a lot, there's a lot of powerful features within the business display ads. The reporting in itself gives you far more extensive reporting too.

[00:20:26] So you're able to see not only the sales, you're also able to see the new brand brand, the new, the new to brand sales. You're also able to see how many add the carts there've been. You're able to see how many people have added the products to the wishlist. So, so it gives us a much greater picture of actual results of a campaign before you turn it off.

[00:20:48] So there's numerous touchpoints. And that's what we're learning is numerous touch points to certain products before someone buy, buys a product. So if, for example, one campaign is doing a great job of getting customers to add to cart, but we're not seeing as many conversions that might be where the journey of the customer begins.

[00:21:08] So shut in that campaign down might what might have been the prudent thing to do in the past, but now we have more data and we can understand the journey that actually you might be cutting off a really key area of the customer journey. So that is something else that we can do, with DSP. Yeah. Yeah.

[00:21:26] George, maybe you can tell us a little bit about like, for example, supplements or people who benefit from lifetime value yeah. For subscribe and save customers. Maybe you can talk about a little bit about that. Yeah. That's a, that's a good, that's a good point Baldwin cuz with, with new to brand sales, I said, think about with, with supplements and any product where people are likely to buy again.

[00:21:46] So it could be supplements. It could be food. It could be shampoo, skin products. These products do really well with Amazon DSP because you, you could, you could, you could target people at even deeper down the funnel. So you could target people who have purchased, but not have pur, but might not have purchased for a little while.

[00:22:07] So we know they're interested in the product. We know they've used it and they might just not have got around to buying again. These tend to do extraordinary well these campaigns, but then you can take it a step further and you can target people who have been buying similar brands of shampoos to yours.

[00:22:23] So they've purchased them in the past. So you know, that they're likely to consume what you have. So you presenting your products to them is gonna have a strong chance of them, of that converting as well. So there's a lot that you can do with that information. And let's just say you, you, your brand brings out a new flavor or it brings out a new form of supplement.

[00:22:44] If I don't know if someone's got a certain condition. And that vitamin C serum you sent them is, is, is something that, that helps them with the, the whatever condition they have. And you bring out a new, a new improved version or a, a variation of that version. You can target those who have bought your product and present them with this alternative or this additional supplement that tends to go a long way as well, even at the launching phase as well.

[00:23:10] So it could give you the uplifting sales needed to help your product kind of generate the daily sales needed to, to kind of get more recognized and kind of push through the honeymoon period. So, um, maybe I'm going backwards now, but can you kind of explain the whole funnel to our, to our listeners? The funnels?

[00:23:31] Yeah. Can gimme one second. So yeah. So in terms of the funnel, so just to, just to give you a little bit more of a basic funnel is you've. Loyalty at the bottom. Then you've got customers. Then you've got those who purchase intent. You have then consideration and awareness. So with PPC, majority of people, you target are purchase intent.

[00:23:52] So those who are looking for the product, but with DSP, you target everyone, you target everyone within the funnel. You can target people on awareness phase. So awareness phase tends to be, if it tends to be something done by big brands that have a lot of money and they, and they wanna kind of increase their top end awareness of like their product.

[00:24:11] But also it works for people where there's no other product like theirs out there. So if you have a product that's so unique, people ain't even searching for the product. You have to educate the market. You have to show the market that such a product exists. And that's where you would do an awareness, an awareness play, um, to get, to get, to get people, to kind of interact with the product.

[00:24:36] So you got the awareness play consideration is where. You get in market and lifestyle audiences. So you can exclude anyone who's engaged with your brand. And this is against a really powerful thing you could do with the SP. So once you create an audience of anyone who's viewed your brand in the past, you can exclude it often in market and lifestyle audiences.

[00:24:55] So your product is then shown to people who have never seen your product, right? And you can, and that's kind of more in a consideration play you. Then we know they want a similar product to what you have, but they just didn't know about yours. And you can have your ads appear to them. And then you got the loyalty, which is what I've just explained in regards to, you know, someone's purchased one of your products before there's a strong transfer purchase.

[00:25:15] Another one. So you can target them. Maybe you can talk about what you told me this or this. I don't know this past month regarding football or OTT. Yeah. That's that stuff is exciting. Well, these are secrets, right? Secrets. Yeah. I was wondering where bored. I was wondering where boredom was going because they had a little smile in his face and I was like Oh.

[00:25:36] What's he gonna say. Well, yeah, so, so what's basically happened is Amazon has won, and this is the ad advanced team. Actually, they're the ones who told me about this, but Amazon has won the right to American football. So Amazon is gonna be the only place you can watch American football soon. So any ads to appear on and during the breaks, when American football has to come through Amazon DSP now, so all of these major advertisers they're gonna have to go through Amazon's DSP.

[00:26:06] Another thing that's happening in the space is big spenders are now comparing the channels like Facebook ads to Amazon's DSP. So Amazon's DSP. The cost of thousand impressions is cheaper. You get far richer data, so it is actually a more attractive. So, yeah, maybe, maybe you could tell our audience, like what if can Amazon DSP actually target things outside of Amazon, which is meaning not on Amazon's website, like, yeah, like own PDP.

[00:26:44] Can you talk a little bit more about that? Yeah. So, so there's, there's the open exchange element of Amazon as well. So you can target people outside of Amazon and on the supply side platforms. So you have Amazon, which is its own supply side, as well as a DSP. You have IMDB, you have Amazon publishing services, and this is Amazon selected URLs, selected websites.

[00:27:10] This is their, they like to call it kind of a premium, very heavily vetted list of websites and blogs and, and so on and forum. Where you can serve your ads. And then you have the deep ocean. This is the open exchange. This is where many open exchanges are available for anyone, anyone it's like an open market.

[00:27:30] This supply side platform sits on all of the exchanges and then people can plug it. DSPs can plug into that exchange and take advantage of the audience, the traffic, the volume. So there's a lot you can do, so you can actually create your audience from Amazon and you can target people outside of Amazon.

[00:27:49] Sounds good. Also guys, remember, you guys could actually target your own websites too with Amazon DSP. Is that correct guys? Yeah. Yeah. So you can create a re we could create a remarketing audience or any audience kind of that you correct from your website. So you can put a tag on your website. Anyone who's viewed your website, you can then retarget them through Amazon's DSP so I think, I think that's, that's good.

[00:28:14] But you can also do that in other places, like kind of the general market. You could do that through Google as well, and that's far more seasoned. So then there's a, there's a chance you can get stronger results. I think the benefit of targeting audiences from your website with Amazon is just the ability to create, kind of put those audiences through overlap reports, to find other audiences to target because you, you get to use Amazon's rich audience, which you can only access through Amazon's DSP.

[00:28:42] They don't share that of anyone else it's not sold to anyone else. You can only access it for a very, you know, select few companies out there or Amazon directly. Like, for example, like we do Amazon services, right. We do things. So like, let's just say. We can actually target Amazon sellers, central people, whoever they, whoever is a seller, we can actually target them.

[00:29:06] Yeah. And market our services. Or I actually, something that, that we thought about is that you can back in the target central people based on, so this is another thing you can utilize this one. Yeah. There, there was one stage, right? And this is, this is before I started doing DSP. They had the best ad space ever.

[00:29:30] So when someone logged into seller central. There was a particular ad space. It was, it was, as you log into seller central, there was a big ad space and American express had that for a while, where they promoted the fact that you can use their Amex business cards to, to serve your ads through it and get the points.

[00:29:49] So if I knew about DSP at the time, we could really, yeah. Done a lot better with, with the I've grown a lot bigger with the company. So yeah, that, that, that spot's not available. Another thing as well you can do is with DSP. We haven't done this before, but we've spoken to Amazon and they said, look, this is option of what you can do is you can then go outside of the exchange and create private, kind of a private bid.

[00:30:13] So when you have super premium listings, super premium ad spaces, you can say, right. I, I, I wanna show our ads there during certain times of the day for a month or two months, you agree a price. And then through the DSP, it gets actioned and your products appear. Wow. So you can contact Amazon. Like how does that work?

[00:30:33] You make a deal with Amazon and you specifically say, Hey, I, I want, I wanna be on this ad space. And this is the price I wanna pay to make myself known to that spot. Exactly. That, and it was one of two sellers that we had in the past where they were offered spaces on Amazon's homepage for their products, but it, it costs, it costs the arm in the leg.

[00:31:02] It's not, it's not cheap, but there are opportunity. And then this is off Amazon as well. So, so this isn't necessarily just Amazon as well. It's it's you can go off Amazon to some of the, the bigger kind of inventory owners, and then you can actually say, I want, I want, I wanna serve ads. And then, and then a deal could be brokered.

[00:31:19] That's pretty, pretty good. Do you have anything you want to add to a whole DSP topic? I, I think our, our whole, the reason why we wanna talk about DSP is just to let people know that DSP exists. DSP is out there and DSP is actually really powerful. Just having that, that focused, targeted audience set. You can make multiple audience and have it overlapping.

[00:31:47] So like anyone who's bought a, if you're selling diapers, anyone who's bought a crib, who's bought crib mattress, getting ready to have a, a baby. They even have audiences, maybe like people interested in baby products and stuff like that. If you put all of these audiences together, you're the, the, the, the focus is so targeted.

[00:32:16] Your, your ROAS is gonna be pretty, pretty insane. Yeah. Like we, we, like, we've seen like us marketing towards like the using weathering location, you know, like it's kinda like day partying. Right. So you're, 

[00:32:30] that is impressive. I like that. Yeah. Focusing straight into people who really need it, you know? So, because if you gonna be, if you're gonna be targeting everyone, let's say all of USA, but only like Arizona needs a certain, product.

[00:32:47] So all that, all that, all that like ROAS is gonna increase so much. If you focus onto one place that really needs it. So you're, you're using the best bang for your buck in advertising. If you can do that. And that's why we see like, even sometimes that 50 to 80, 80 times roll off on some of the things that we target.

[00:33:08] So it's, it's really crazy. Yeah. And, and then also just to add that, so like for another example, is we, we we've been doing some stuff with the company who sells barbecue equipment. So barbecue in is we're heavily weathered dependent. So when, when you know, it's nice and hot outside, there's a stronger chance people are gonna do that.

[00:33:24] They're gonna use barbecue set. So we definitely did exactly what you did targeted in the, in the, in the winter, kind of the much hotter states like California and so on. And then in the summer we just opened up, open up the ads everywhere, and that tends to see that kind of, kind of consistent performance, but just to add as well, in terms of the power of Amazon, think about TV advertising.

[00:33:46] Think about how TV advertising is working now, you know, think about how many smart TVs are out there. Now think about how many people have Amazon prime and Netflix and so on and so forth. The old way, a conventional, old way of doing TV advertisement is dying, right? They're all gonna go into the programmatic space because there's a few things you can do, which is a lot stronger one, right?

[00:34:10] You can, you can, in real time, you can, you, you can, you know, you can be changing the audience in which. Your ads appear for, with TV advertising, you could test with smaller budgets, multiple different types of TV audiences. Another powerful thing that you could do of Amazon's DSP is you can then create an audience of everyone who's watched the TV advertising, right?

[00:34:30] You can't do that now with a kind of the, kind of the, kind of the older versions about TV ads. So once you create an audience of everyone, who's, who's watched the TV ad, you can then create multiple touchpoint to get them to follow through, to get them from that awareness play to the conversion play. I dunno if you heard Howard, but Microsoft have board.

[00:34:53] Now we talking about this last week, but Microsoft have now won the right to have ads appear on Netflix. So you now have Microsoft who are doing this and you have Amazon prime. Who's doing this. So they're gonna be some big place. So in the terms of the video ad space, that's the next place that is gonna, I think.

[00:35:10] Gonna explode and get going. And even with Amazon sellers, they're trying to, they're really heavily trying to push OTT ads. So that's something, again for those sellers who wanna do awareness campaigns, there's not many who wanna do that. You know, you have to have really big budgets and really wanna kind of aggressively grow the brand and think more long term.

[00:35:28] So you've got that element, right? Another element of DSP to watch out for is the sophistication that's gonna come with outside of Amazon targeting. Right? So at the moment, you can only be targeting certain like targeting open exchange by open exchange. I honestly believe when Amazon DSP kind of refines audiences on there, you'll be able to then see placements of what URLs your ads have appeared on when we can then start to see what URLs your ads have appeared on.

[00:35:58] You can then take it to another level to get that external traffic in. So we've seen a symptom of this. So with Amazon DSP, now you can select a button which allows Amazon to find similar content outside of Amazon that relates to the listing of the product. So you can do that now. Interesting interesting for layman's terms.

[00:36:22] Like, you know, how back in the days TV commercials are like really crazy, like expensive and everything, you know, now there's, TV's dying, you know? And also everyone's like, why is back then? Why is Amazon trying to create their own like, platform for video? Like, like Netflix, you know, but, you know, they really wanted to in the future to be able to do all these advertising, becoming the next TV, kind of like, you know, like monopolize the TV market because TV's dying, but everyone's going on on their Amazon prime account to watch, you know, movies and series nowadays.

[00:37:00] That's why they're, it's like them having their own studio. Now, them, them trying to them trying to capitalize on the market. So that's, that's really big. Yeah. Yeah. I just wanna add, like we were talking about football, American football. Imagine you being able to run a super bowl ad, which used to cost millions of dollars, but you can target specifically, let's say you have a, a restaurant in this zip code. You can target that zip code

[00:37:43] of, to ad space, you know, are football. Yeah. So now let's go back into like, how can we utilize Amazon PPC with DSP together as in one? What kind of strategies that we can. Yeah. So in terms of kind of marrying up the two different platforms, they're gonna both create different touch points and you can get them to then create synergy by one feeding into the aware, like feeding into before the customer even knows about the product.

[00:38:24] So getting them acquainted with the brand, you can start to serve them ads, but then you can also anyone who's clicked on to a product and haven't purchased, you can allow them to follow through. So it's creating those additional touchpoints where needed from PPC to just allow people to follow through it also equips us some information so we can learn more about the audience, understand them a little bit more.

[00:38:49] So if we create these overlap reports and we see, okay, we, we never knew this before, but there's a clear match up with a certain type of product to what we have on our end. Then we can follow that through and say, right? Okay. Let's. Let's now take advantage of this information and let's create some PPC campaigns of keywords focused around this particular audience.

[00:39:11] So we can see if that helps increase conversion rates further. Bon, do you have anything to say? So there, there using it together, it, honestly, if you don't take an advantage of DSP, like I learned this from George he's, like, what do you tell people who are unsure of, or UN UN are on the fence of DSP? And his response is, is genius.

[00:39:39] It's do it or don't do it, but your competitor's gonna do it. So if you don't do it, then you're, you're just losing out and. Your competitors will have advantage over it. So when you run, it's, it's a completely different platform, different type of audience space. This is how you can grow your brand, expand and scale.

[00:40:07] Outside of the Amazon PPP Z platform, DSP is pretty cheap right now, compared to sponsored products or sponsored brand or sponsored display because you're paying for impression. And if you're paying for impression, you have control over your impressions, who you're targeting, where you're targeting in what location you're targeting.

[00:40:31] So. You show your impressions to the right audience, wherever they are. Sounds good. Okay. So I don't, you know, I always, I always tell my clients like, Hey, if you have a best seller badge, you have an Amazon choice badge. If you use DSP, you'll do really, really well. What have you seen on the results of George on your side?

[00:40:55] Well, best sellers without doing DSP now become, and you DSP, what kinda results can you save help? Well, well, this is it. I think, I think when you got the best seller badge, it's because you're, you're generating a certain volume of sales per day, which is higher than the person in second place. And that person in second place is doing the, is the same with the person in third place.

[00:41:14] So, so doing DSP and taking advantage of the low hanging fruit could easily then increase your sales by 10, 15%. Now having a 10 and 15% boost stock in sales could be a difference between you being second place to first place. Or if you are already first place, you can lock in that first place and you can make sure there's a bit of a distance that's even harder for that second place to get to first place by generating more sales, using demark remarketing food DSP to, to, to kind of make that gap wider.

[00:41:45] So, and I'm not gonna give away any of Baldwin secrets. You told me some really fascinating things, but Amazon is bias around. Who's got the best seller badge. If you've got the best seller badge, you have the superior product. If you've got the superior product, you are ultimately serving Amazon's customers in the best possible way.

[00:42:04] So not only are you gonna benefit from a much more competitive CPC bids, you're going to get, take advantage of better ad placements. You're also gonna have your ad serve in places outside of Amazon search results page. You're gonna be seeing sales come through other places that you can't even see. So when ambulance sometimes sells, sends out a mailing list, it's gonna be your product.

[00:42:27] They're gonna pick if they're gonna pick anything from that category. So if you are in positions, 1, 2, 3 DSP could be the best. You know, the difference between you coming from three to one, and we all know what happens when you have that best seller badge, because when you have that best seller badge forgetting all these benefits, I've just mentioned, you have much more of a difference compared to the other products.

[00:42:52] You clearly show that in that category, you are the best product. So the conversion rates are gonna be better. Again, it just gives you a much bigger advantage to everyone else. So I, I always, let me ask you, have, have you seen any, have you done any case study or have you ever talked about how DSP can help your keyword ranking organically?

[00:43:15] Have, can you tell us about that? Yes. I don't think it directly impacts ranking in the sense of. We can't tie. So with the, with PPC, whether it's Google or whether it's Amazon, you can actually have keyword, um, associated and linked to it. So when you're talking about, okay, here's a list of keywords I have, and I want those keyword to rank.

[00:43:34] We haven't seen a way to, to, to rank that ourselves. Maybe we're not looking hard enough, but we haven't seen away. What it can do is increase the total volume of sales that comes through. And that's gonna have a massive impact on everything else. And that, and that's what we've seen. But again, like I said to you before, you can't just take any product, put it on DSP and hope for it to work.

[00:43:55] So if the market has said, it's good. So we've seen some sales out without DSP to the product and, and, and, and there's a demand for it. And it stands out and it's getting a decent amount of sales, then that could definitely be propelled. So, I mean, There is some kind of help for ranking that I see with DSP first.

[00:44:16] Like what you said that if you, the more, the more you become like first, like the best seller, you, you will get more, more places be seen eventually throughout time and also be more conversion, which helps with keyword search when they do see, or when they search for keyword, they actually see your buy your product.

[00:44:37] That's another thing. And also anything with the boost of BSR, if you sell more, Amazon will actually pump up all your keywords, a high into a, like a more higher level, you know, like, like a little boost, but it's not gonna be as, as great as like a like search line, buy style, you know, like for, I can't hear how yeah.

[00:44:58] Howard thing, internet and he's given. And that was like the juiciest information. He was giving us. He was giving us information that was gonna. Just change everyone's brand and make everyone millionaires. He's done it on purpose. He's done it on purpose oh yeah. Right when he's giving away his secrets, he, his volume goes out or yeah.

[00:45:19] Yeah. He can't hate you for some reason, Howard. Nope. Well, whilst, whilst he gets that sorted, I guess how would, in terms of ranking, he's gonna know a lot better, a lot more than us because he's like kind of the ranking king, so he knows how to do things. So that's enlightening for me to know that actually that does have an improvement on, on ranking.

[00:45:40] So that's really, really, uh, good point. Yeah. And also, I mean, just getting that boost of sales velocity from DSP will give you that advantage no matter what key word it is, as long as you get those sales, we can hear you again. Yeah. Like that's what I'm saying, like exactly what I was saying. Like [00:46:00] anything with more higher BSR, I mean, lower BSR, you will get a, a boost in all your keywords going up one notch, you know?

[00:46:08] So that's one thing. And guys, so if you have promotions, if you have coupons or promotions, or do you, are you able to see those promotion on your DSP ads? Yeah. So when you do dynamic ads, what happens is actually it provides you an, an additional variation. So if you can have promotions in place, if you can also with, with DSP, with the ads, you can also take snippets of any review.

[00:46:35] As long as you quote it, word for word, you can take kind of the whole review, the first part, the last part, anything from the middle. You can put that into the ad and that creates another variation. And you wanna have as many of these variations as possible appear kind of on DSP because it's heavily automated.

[00:46:54] So Amazon will test out the different variations at different ad sizes and different positions during different times of the day. So the, the, and if you're optimizing for row ads, if you optimizing for a certain goal over time, Amazon will learn, okay, these positions during these times of day, get the best results.

[00:47:13] And then these positions during this time of day, get the best results. This type of device during this time of day gets the best type of results. So constantly learns and it constantly updates. So you should start to see a trend of improve. Within DSP, just because of the shared data that Amazon is playing with.

[00:47:32] Yeah. Also like if, if, if not, a lot of people know, you know, lightning deals, lightning deals deals like, uh, seven day deals. You can actually rank your deals to be higher in the search results. For first, your you're, you can actually boost up your organic placement through lightning deals, as well as through the deal site deals page for, for Amazon.

[00:47:58] So you can actually rank your deals to the first position of the lightning deal and also best deals section on the, the deal page. If you go on the top right hand side, you can see today's deals or all the deals you can then actually be able to rank those. That's a lot of people they don't know about that.

[00:48:19] That is something very powerful. Yeah. There's a lot of people that just search for deals. They don't look for products, they just search for deals. And then if your product comes up with a good deal, they'll buy it. Wow. Yeah. Yeah. So guys, I'm not sure, not a lot of people know, but can you tell, tell them, like, what did Bowen do over there with you?

[00:48:42] Why was he in UK? Oh, so we have similar companies and I guess bald and I have bald and I have similar kind of common we, we have similar interests. Like we're both Christians. So we get on really well and we just shared stuff. So we just shared information and, you know, we can, we learn a lot from each other in terms of agencies, because there's gonna be a certain way that I do things and there's gonna be a certain way.

[00:49:09] Boarding does things, right. So we've just been really open and shared. Look, this is how I do things. This is what I've seen work well, Board was on the same. And actually I had Baldwin come to the office and meet the team and Baldwin presented an epic presentation, just talking about ranking. And he was able to just then ask the, our account managers.

[00:49:28] Okay. You know, you know, explain this to me, talk this through with me. And they were able to do that. So just doing that is, is now making us, I don't, I think it's making us more of a powerhouse. So there's more information that we work with. We're able to kind of suck up more examples of how and what we've seen work well, and yeah, and that, and that's kind of what it was.

[00:49:48] So we just spent time. We had a good time. We got to know each other a lot more, but I dunno if there's anything else you wanted to add to that board with yeah. Baldwin, what do you say? Go ahead. Yeah. Like for example, sellers, right. I, I think Pakistan sellers collaborate. They come together and they share ideas, share information.

[00:50:07] How do you do this? How do you do that? Even around the world, in the us. Sellers have masterminds, you know, conferences. They come together and they, they talk, they share ideas and that's how you actually grow. If you try to do things alone, you are only stuck with what you know and what you can do. But when you collaborate, like even though cleared Signalytics, where we have similar agencies, we could compete, but.

[00:50:37] What's important is, you know, the amount of people out there. We, we wanna learn from each other. And even though we could be competitors, we still learn from each other. We grow together. We, I mean, what information we share with each other, it's just a lot more powerful just to have a community and just to have people to talk to bounce ideas off.

[00:50:59] Yeah. Like a lot of the, especially the us, the bigger, bigger sellers, they will not like tell what they're doing to the, like the, the public, right. That's why we have these little smaller masterminds. They actually will talk a lot more and they will teach and tell everyone what they're doing, but, and everyone's sharing and stuff like that.

[00:51:20] But for the public, like all millions of Amazon sellers in the us or whatnot, they would not do that. But it. But there's some people also that will actually not tell anyone anything and just sits there and don't go to events, don't go to, uh, networking events or masterminds. They just sit there. And then they actually think that they learn a lot.

[00:51:40] They know a lot that no one knows, but they never know because they never go outside. If, if whatever you know, right now you go outside and you talk to people, then you'll grow. You'll know what they know, and you're gonna grow your knowledge faster. So one, 10 heads, 10 brains is better than just one brain and computing resources and, and computing data.

[00:52:04] And coming back to you and it all comes back to you, one place, which is yourself, if you do share, share, and they will share with you. So it's really important that you grow faster. If you do share, if you don't share what, what it is is that it's hard to, for you to even have good employees that you train, because you're not gonna be able to train these employees.

[00:52:25] Because you're not sharing, you know, your secrets. That's a problem with the US, US, a lot of the sellers, the best Amazon seller or the operator is the owner of themselves. Right. So, so it's hard for them to like go on vacations for a couple years. Yeah. A couple years. Oh yeah. Bought it right now in Amazon, in Amazon.

[00:52:49] If you don't look at your seller account for a month or two, I'm not, I don't know. Maybe he gets suspended or something like that. So , so that's the thing. And you know, so what George did was take Baldwin in like a brother and he was treating him so good driving him in his, what, what was it? Mercedes.

[00:53:07] Mercedes, or was it Bentley and then Bentley, sorry, sorry, Bentley and Tesla and stuff. And then he's saying, oh, Howard, are you jealous? And then, and then, and then he, and then he also even posted up like an image of them eating in a round, like a, like a, like for a whole company dinner. And then he, he says, he says on his story, on his story said, Hey, walk Boeing, welcome to the C act team.

[00:53:32] I'm like, wow. that's good. Yeah. And then now I wanna go now Baldwin's back in, in Oregon right now. I think he came back last night and now it's. Today, actually Monday is actually my turn to fly back out to UK, to join George. Yeah. To, to talk to him, to see him and to see his team. So look at how, what he made me that, that, that FOMO that he gave me made me want to come fly out.

[00:53:58] And the thing is the, the things we didn't even show you, cuz we didn't wanna make it too jealous. There was even more things that we did. We like, no, no, let's not send this picture. Let's not do this. Okay boy. Gimme all the questions that you have. Let's go in and let let's help each other. Let's let's let me show you everything.

[00:54:14] All the secrets. Right? Sounds good. Can't wait. So we have two more minutes left. Anything else before we close guys, should we answer some questions or no? Oh yes. I forgot about the questions. I didn't see much questions here, guys. Do you see any? Yeah. Yeah. So, so let's go back to that first one. How do you enroll in DSP?

[00:54:35] Unfortunately, normal. Sellers can't do DSP on their own. It, DSP is only provided by agencies from Amazon. So companies like signal nalytics and clear ads. We have access to DSP and just contact one of our companies. And we'll run DSP for you. Sorry. Zeeshan can you go back one? Nope. The other one, it was about the budget.

[00:55:01] Yeah. Which one is that? The budget GSP budget. Oh, the one that I put up before. Oh, here it is. I see it. Yeah. This is the I put up budget. Go ahead.

[00:55:17] I'm actually not sure what this question is asking. Do you, George what's the cap budget from sponsored brand sponsored products with sponsored brands, the cap budget, the max budget. You can have. I I'm not too sure what they mean by this question too. I believe it's, it's the starting one. Like how much you need.

[00:55:39] Yeah. Right. So, so, so if you're gonna, if you're gonna do anything with the, with products, you need to start with sponsored products first. So sponsored products is where you start and you can start anything from five pound, a day, 10 pound a day, and then it's sponsored brands. Sponsored products are gonna, it's gonna make up around 70 to 80% of your sales.

[00:55:56] So until you see a decent amount of sales, come through, then go into sponsored brands, sponsored brand video ads, try and get that going from the beginning. That's that's actually really good and I'll get you some good results and probably won't even cost that much. You can start again with 10, 10, $10 a day.

[00:56:09] With that, with the SP on the other hand, you'd probably need around, I'd say $5,000 a month to get some good results, get, get it going to $5,000 a month. Once you've got that started at $5,000 a month, build it up. Don't take away any of the spend from sponsored products or PPC to try and do DSP. Very important.

[00:56:29] So you need to ensure that you're in a position where you can spend that much. If you're not, it's not the end of the world. Start with display ads because of display ads. You can start with $10 and work your way up. So George, go ahead. So, so the next question is do DSP and sponsor display campaigns compete within each other.

[00:56:47] They actually help improve the results. We used to think they competed against each other, but Amazon shared with us a few weeks ago that they did, they did some testing with about 900 different brands and they found out when they did both, they got even more, they got much better results. And than when just doing one, I have a, another question here from someone right here.

[00:57:08] It says it's about Amazon marketing stream. Have, have you guys used the data from it for DSB campaign? Not yet. Okay. Okay. And then one more question I have here. Let's see. Give me a second. I'm seeing it. I'm typing it out right now, but we're over. Okay. So yeah, I guess that's it guys. Any other last minute things you wanna say to our audience before we close?

[00:57:42] Yeah. Uh, if you can hear me, then I would like to ask, ask George, like we do the fun fact. And then, so I would like to ask, like, what is the funniest thing happened to you in your Amazon journey? Oh, the funniest thing that's happened to me on Amazon journey. That's a good question. I, I think I could tell you the biggest opportunity that we lost in Amazon journey.

[00:58:06] That is like, we can laugh at it now, but it was very sad at the time. We didn't know how big US brands were. So when we first started doing it, we were just work. We were working on PPC campaigns within the UK, then, well, look to metrics. They get recommended a few clients to us and we saw one client and we were like, sellers make this much a month.

[00:58:30] We were like, this is more than any brand we've seen make in a year. And they do this a month. And that was like, oh. And then when we found that out, we were like, right. We need to put all the effort into the us. But yeah, I think that was like, it was so sad. Yeah. I, I mean, I mean the, the biggest sellers are actually China.

[00:58:48] China is the biggest sellers has the biggest sellers, like in, in GMV, but in us has the, you know, a lot of big sellers because they've been using, they've been doing Amazon for so much longer than other ones. You know, we're talking about UK, Germany yesterday might be big, but they're not gonna be bigger than like the, the us ones.

[00:59:08] Of course, there's always like those, those, you know, ones like B brands or something like that. That is really huge. And so, but like, if you're talking about like big sellers and if people who knows their thing, it's, it's the people in the us and China, I would say China would know a lot. I think within Amazon strategic strategic it, China would, would be one notch above the us in, in like a non-black hat.

[00:59:37] I'm talking about, I'm talking about like analytics on, on strategies. Those in, in China would be the, probably the best, best of the best. Okay. Okay. I think there's another question here. Maybe, maybe George can, can talk. Can sure. Let me have, look, how can we utilize data from DSP campaigns to optimize our products?

[01:00:03] That is a very good question for Abraham. So how can you utilize this data? So I think the neutral brand reporting is probably gonna be useful. So if there's gonna be any way to find out what audiences have the highest neutral brand sales, you can then put something around those audiences into the, the, the title.

[01:00:22] Of the products so ideal for, and an audience maybe because you've seen a, a good engagement and that could be tested.  Is there anything else you can think of Baldwin data in terms of your actual products? Well, there's, I mean, you can maybe learn about your audiences and customer engagements, but I, I think DSP will best utilize, be utilized, knowing who to serve your audience to, or serving ads to, but in terms of products, I'm not sure actually that's something that we should maybe look into.

[01:01:06] Oh. Oh, okay. So I got, I think one, one more question. Before we leave, after tracking the subscribe and save customers, what campaign can we build aside from ASIN, remarketing and ASIN re purchasing. okay. So you can create competitor, competitor campaigns as well. So you can find all of the ASINs that are very similar to your product and you can serve a ads to them.

[01:01:30] So what we tend to do is we tend to have two types. We tend to have a more focused competitor audience. So this is audiences that are yeah. Really closely related to your product. And then you can have a slightly looser audience. There are two different audiences you can have, you could do cross sale campaigns as well.

[01:01:45] So those who purchase one product that are likely to purchase other products as well. So that's another option. Great. Okay. So I will be going to UK and I will be meeting George. George, are you gonna be there or only your team? I'm gonna be meeting on Wednesday. I'm gonna be there. Yeah. Okay. Yeah, that'll be great.

[01:02:04] I'll be meeting you on Wednesday and you can show me the world. Okay. sounds good. So George, where can, where can people find you? You could find me on, uh, well website, clear ads dot code at UK. And where else I'm on Facebook. I guess I'm on Instagram, Instagram. I'm pretty active on there and LinkedIn as well.[01:02:25] Great. Thank you guys. No worries. Thank you so much. Having  take care. Bye. Do you want your product seen by more buyers on Amazon, Etsy and other marketplaces? Do you want to get more traffic, make more sales and scale your brand? Welcome to the Signalytics Podcast - Signal Code Unlocked, where we discuss what signals are needed to send to your customers, to the algorithms, to the ad platforms in order to get your product seen, converting and profiting fast. With your host, former top 50 seller on all of Amazon the Professor Howard Thai, this is the Signalytics Podcast - Signal Code Unlocked.

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