𝐃𝐒𝐏 𝐯𝐬. 𝐏𝐏𝐂: 𝐖𝐡𝐢𝐜𝐡 𝐎𝐧𝐞 𝐒𝐡𝐨𝐮𝐥𝐝 𝐘𝐨𝐮 𝐂𝐡𝐨𝐨𝐬𝐞?

𝐃𝐒𝐏 𝐯𝐬. 𝐏𝐏𝐂: 𝐖𝐡𝐢𝐜𝐡 𝐎𝐧𝐞 𝐒𝐡𝐨𝐮𝐥𝐝 𝐘𝐨𝐮 𝐂𝐡𝐨𝐨𝐬𝐞?

• 2.
  When To UseDSP vs. PPC
• 3.
  But First! WhatAre The Main Differences Between The Two? DSP ● Cost - Paid for upfront and has a set budget ● Targeting - Big inventory of audiences to pull from - EXCEPT keywords. Retargeting, off Amazon audiences, In Market and Lifestyle ● Off Amazon Advertising - Can Pixel websites to create lookalike audiences based on existing .com traffic ● Dynamic Creative - DSP has access to what is called “responsive e-commerce” creatives which can dynamically change the ASINs that show PPC ● Cost - You pay when someone clicks on your ad ● Targeting - Keyword, category, product, retargeting. On Amazon ● Off Amazon Advertising - With streaming TV there is more opportunity but no opportunity to pixel existing websites ● Dynamic Creative - Static creative
• 4.
  When Is OneOption Better Than The Other? The Answer mainly revolves around three things: ● Budget of Client ● Size of catalog ● Goals for Campaigns
• 5.
  Budget Budget is animportant distinction for evaluating DSP vs. traditional PPC because of the following reasons ● DSP has access to broad audiences such as in-market, lifestyle, pixelated traffic, brands, websites off Amazon, etc ○ Smaller budgets (think less than $10k a month dedicated to DSP) won’t be able to leverage the majority of audiences ● Smaller budgets, especially for new brands, is better served with traditional PPC advertising to better catch customers in Sponsored Product placements and lower hanging
• 6.
  Size of Catalog Catalogsize can help determine if DSP or PPC is the better choice for the following reasons ● Large catalogs usually mean the client has a .com site ● DSP is able to pixel their .com to create lookalike audiences (audiences on Amazon that match the behaviors of the .com audiences) ● Larger catalogs (usually) have the ability to cross sell different products within their own category which can be advertised on DSP through Brand targeting, Brands, Amazon Store, etc. ○ PPC segmentation of larger audiences becomes more tedious with campaigns and ad groups ● If a client has a larger catalog, DSP would be a great fit due to the dynamic creatives it can produce
• 7.
  Goals for Campaigns TheGoals for the campaigns might be the biggest indicator for when DSP or PPC is better ● A client who wants a full funnel approach to their campaigns can achieve that on both PPC and DSP ○ That said, refer to the first two points to evaluate their budget and catalog size ● If a client is only worried about ROAS/TACOS, PPC would be the better choice ○ DSP excels at TOFU/MOFU audiences although does have BOFU ● Brand new products on Amazon would benefit from adding DSP (as opposed to only running DSP) as the audience number can help achieve the TOFU/MOFU while PPC can help with BOFU
• 8.
  Other Resources The truthabout when to make the choice between PPC and DSP is its all client dependent. A client could have a large budget, large catalog and big goals for their campaign and still not want DSP. Other clients will have a small budget, small catalog and a narrow focus and want to try it. DSP is best served with PPC in the beginning unless it’s been run before.
• 9.
  Subtitle Final text/thoughts THANK YOU!