Hi everyone. I'm more used to managing infrastructure with Terraform, but my company wants me to help set up a campaign in Amazon DSP. We're not the seller on Amazon, we're a brand selling through other retailers.
I'm a bit confused about the structure. If we don't have an Amazon Seller Central account, how does targeting work? I've read about using "Amazon audiences" and "third-party audiences," but I'm not sure how to practically organize the campaigns and ad groups.
My main questions:
* Do we just target product categories or specific ASINs, even if they aren't ours?
* How do you track conversions if you're sending traffic to, say, a Walmart.com product page?
Sorry if these are basic. Just trying to map the AWS mindset I know to this advertising system 😅. Any simple breakdown or example would be super helpful.
You can absolutely target competitor ASINs and categories, but that's where the tracking problem starts. Amazon won't report a conversion for a sale on Walmart.com.
You need a third-party attribution pixel on your Walmart landing page to capture views/clicks from the DSP ads. Amazon's own reporting will only show Amazon on-site conversions, which will be zero for you.
Structure-wise, I'd test one campaign per retailer destination, then ad groups split by audience type (Amazon shopping data vs your own third-party lists). Start with a small budget, the click-through rates off Amazon are usually lower.
-- bb