This episode cuts through the complexity of Amazon advertising, emphasizing the necessity of a full-funnel strategy beyond just "turning on sponsored ads." It highlights how to leverage both lower-funnel (Sponsored Products, Brands) and upper-funnel (DSP) tactics to capture customers at every stage of their buying journey, on and off Amazon. A must-listen for brands looking to scale their Amazon presence strategically and drive sustainable growth.
Key takeaways
Implement a full-funnel Amazon advertising strategy, combining lower-funnel tactics like Sponsored Products/Brands (keyword-focused) with upper-funnel DSP for wider reach and behavioral targeting (on and off Amazon).
Prioritize brand building alongside direct response to expand the pool of potential customers, as relying solely on search traffic creates a 'closed lid' on growth.
Define clear, annual goals for your Amazon advertising efforts, focusing on metrics like new customer acquisition or marketing efficiency, rather than getting bogged down in immediate tactical execution.
Utilize Amazon DSP for re-engagement strategies, such as remarketing to customers who viewed but didn't purchase, or re-targeting past purchasers at optimal repurchase intervals (e.g., 70-80 days for a consumable like candles).
Recognize that retail media is a board-level decision; continuously test and learn, adapting your strategy based on evolving customer consumption habits and brand value perception.
In this podcast episode, we talk about the importance of building a full-funnel Amazon Advertising strategy when driving growth on Amazon. We have special guest Benedict Turner, DSP Account Manager at Perpetua. Benedict started his career in advertising around 6 years ago and has since been involved in a meteoric rise to understanding how businesses promote themselves in several environments. Beginning his advertising career at The Telegraph and later The New York Times, his exposure to the b...
What does this episode say about amazon & marketplaces?
Implement a full-funnel Amazon advertising strategy, combining lower-funnel tactics like Sponsored Products/Brands (keyword-focused) with upper-funnel DSP for wider reach and behavioral targeting (on and off Amazon).
What does this episode say about paid acquisition?
Prioritize brand building alongside direct response to expand the pool of potential customers, as relying solely on search traffic creates a 'closed lid' on growth.
What does this episode say about dtc strategy?
Define clear, annual goals for your Amazon advertising efforts, focusing on metrics like new customer acquisition or marketing efficiency, rather than getting bogged down in immediate tactical execution.
What does this episode say about brand & content?
Utilize Amazon DSP for re-engagement strategies, such as remarketing to customers who viewed but didn't purchase, or re-targeting past purchasers at optimal repurchase intervals (e.g., 70-80 days for a consumable like candles).
What does this episode say about amazon & marketplaces?
Recognize that retail media is a board-level decision; continuously test and learn, adapting your strategy based on evolving customer consumption habits and brand value perception.
