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*Disclaimer: Perpetua's self-serve DSP product is currently only available to Amazon accounts in the US. Amazon has advised that the APIs will support global markets by the end of 2023.
By launching DSP goals through Perpetua, you combine human creativity with industry-leading technology to put your brand and products in front of the right audience at the right time. Below, you'll find a video that walks you through the basics of launching a DSP goal in our app along with an explanation of each audience type.
Goal Launch Walkthrough (Video)
View this article to learn about DSP-specific metrics and how to track the performance of your goals.
DSP Audiences
Unlike Sponsored Ads on Amazon, DSP ads give you much more granular control over the audiences you target. Below, you'll find a brief explanation of each audience you can use with your DSP goals in Perpetua and which section of the funnel they apply to. Of course, you can always create custom audiences within your goals that meet your advertising needs.
Note: To learn about the AMC audiences you can use with your Amazon DSP goals in Perpetua, please refer to this article.
Upper Funnel
Top-of-funnel ads can be particularly effective when aiming to grow your Amazon business and consumer pipeline. You can choose from thousands of pre-built audiences from Amazon’s first-party data that have been curated by shopping behaviour in the last 30 days. Use them to target consumers who are broadly shopping in the same space or category as your products and reach new-to-brand (NTB) customers who have not shopped your product before.
In-Market: People whose shopping activities indicate they are likely to purchase in a given subcategory
Lifestyle: People whose shopping activities indicate a lifestyle similar to the audience selected
*Note: You'll find these in the "Prebuilt Amazon Audience" grouping when selecting your audience strategy.
Middle Funnel
In this funnel stage, your brand is focused on reaching a high-interest user group who is looking to make a purchase within your category.
Competitor Conquesting: Shoppers who have recently viewed, but not purchased competitor products.
Search Prospecting: Consumers who conducted a search on Amazon where your ASIN appeared on the results page.
Similar Product Views: Consumers who conducted a search on Amazon where ASINs similar to your product appeared on the results page.
Complementary Products: Shoppers who have purchased related products to your own. You have the ability to customize what products you consider complementary by adding those ASINs when building out the audience strategy.
Contextual: Consumers who are actively shopping in the same category as your products. This audience can also be used in an upper funnel approach.
Bottom Funnel
To drive product purchases and ensure the rest of your DSP tactics are not a wasted opportunity, re-engaging consumers who are on the verge of making a purchase is very important. The purpose of these audience strategies should be to continue reaching consumers who are on the edge of making a purchase but have fallen off, rather than maximizing ROAS.
Retargeting: Shoppers who recently viewed, but did not purchase your product.
Retention: Shoppers purchased your product at least once in the past 365 days but not more recently.
Cross-Selling: Consumers who have purchased other products from your brand's product catalog.
Article last updated December 2023. If you find this information to be out of date, please contact hello@perpetua.io.