Transcript
Speaker: Welcome back to the amazon blueprint podcast so now you know amazon dsp is great for driving sales on amazon what if i told you you could use amazon's first party data to drive traffic to your website would i be lying and if i'm telling the truth is it worth it let's find out so hi again i'm sam i am the vice president group and I specialize in not shutting up about Amazon DSP. Driving traffic directly to your website utilizing Amazon DSP is one of the things that I'm asked the most often about and also one of the most misunderstood concepts about Amazon DSP, which is saying a lot. So number one, can you drive traffic to your website using Amazon DSP? Yes.
Speaker: video don't forget to like comment subscribe no I'm just kidding the answer is yes but there's a lot to dive into as far as how it works and if it's worth doing so how it works by utilizing custom creatives as well as video ads we can create what's called a link out campaign to drive your website pretty simple link out link out number two why would you is very simple. It's to tap into Amazon's first party data. This is a no brainer as Amazon has tons of first party data at your fingertips when you utilize Amazon DSP. As opposed to platforms like Facebook that utilizes god knows what pixels to create lookalike audiences based on what you like and follow on Instagram and Facebook. Google is what you
Speaker: up on Google and what you browse for, Amazon utilizes what you actually buy. So utilizing Amazon's data, let's say you're trying to find fitness enthusiasts because you're selling workout classes or videos or personal training, whatever it is, you can target people that are actively researching protein powder, people that are buying amino acids, people that are buying and whatever it is to identify your target audience. Or let's say you're trying to find homeowners, let's target people that are looking for alarm systems or sprinkler systems, whatever it might be. So the value is obvious, but the real question is why would we utilize Amazon DSP to drive to a D2C site as opposed to driving somebody to Amazon? Reason number one.
Speaker: and seller. You don't even have to sell on Amazon to utilize Amazon DSP. That goes for both e -commerce brands that don't sell on Amazon for one reason or another, and it goes for brands that don't sell products at all. That's what's called non -endemic Amazon DSP, and we'll cover that in another video. Reason number two, your margins are better going D to C. This is understanding to think about when utilizing Amazon's first -party data to drive to your D2C site. Next, we're going to cover challenges to consider. Number one and the one that I always harp on is attribution. Attribution is always a tricky subject even when you're selling on Amazon. However, when you're driving traffic to your D2C site, it just adds another layer of complexity. Amazon uses what is called
Speaker: tags to track conversions on your website. This used to be called Amazon Pixels and this does work but it can be a little bit more confusing to set up. If you utilize programs such as Buy with Prime it makes tracking a little bit simpler but the honest truth is that it's just not perfect. You can track conversions on your site however from what I've seen it's just not as clean as tracking sales directly on Amazon.
Speaker: The next piece is conversion rates. If you have better conversion rates on your website than Amazon, it might be worth testing out. However, from what we've seen, the conversion rates on Amazon are typically better. The last thing to think about, in my opinion, the most important, is that Amazon shoppers prefer to shop on Amazon. If you think about tapping into Amazon's first -party data, you're pulling from a and Shoppers these people already shop on Amazon they have Amazon accounts and most people who shop on Amazon prefer to buy from Amazon So that being said your conversion rate probably will be higher on Amazon than on your website This isn't always the case and again solutions like buy with prime can help to fix for this However, it's just something to keep in mind another thing that Amazon shoppers commonly do is
Speaker: they like and they go to a website, they'll go back to Amazon and see if it's available there. So what you're often doing by driving people to your DTC site is taking Amazon shoppers, take them to your site and then they go back to Amazon to see if you're available there anyways. So I usually only recommend using Amazon DSP to drive your website if your products are not available on Amazon or if you've integrated by with Prime. So if you're ready It was on DSP to drive traffic to your website or if you're potentially looking to have someone talk you out of it, we're here to help. Click the link below. Again, it's down here somewhere. Book an audit with me or book a call. We'll grab 30 minutes.
