Amazon DSP Launches Contextual Keyword Targeting
25 Nov 2024
Amazon DSP now includes keyword targeting as part of its contextual targeting options!
Unlike traditional search engines, DSP keyword targeting functions more like an SEO crawler, identifying contextual relevance rather than user searches. You can still do this through AMC but now you don't have to do that. When a user now lands on a page with content that matches or aligns with the keywords you selected, Amazon DSP will display your ad. Each of these options brings a unique approach to contextual targeting, giving advertisers versatile tools to reach the right audiences more effectively.
Key Implications:
Expanded Targeting Options Brands can now specify keywords relevant to their products or services, and ads will display on pages where those keywords are present. This helps in aligning ads with the context of the page and potentially allowing for your ads to show in more places.
SEO-Like Contextual Matching The new targeting functions similarly to SEO crawlers, analysing page content for contextual relevance rather than focusing on user queries. This shifts the focus from user intent to content alignment.
No Need for AMC (Amazon Marketing Cloud) Previously, achieving similar keyword-based contextual targeting required using AMC. Now, brands can directly implement this through DSP, making it more accessible and user-friendly.
Enhanced Relevance By matching ads to the specific content users are engaging with, brands can increase the chances of capturing attention and driving conversions.
Versatility in Ad Strategy This update complements existing targeting methods (like audience or behavioural targeting), offering brands a more versatile approach to reaching audiences.
Why Does This Matter?
Improved ROI: By serving ads in a more relevant environment, brands can expect better engagement and potentially higher ROI.
Ease of Use: Streamlining the process within DSP simplifies campaign setup for advertisers. This update empowers brands with more granular control over where their ads appear and can lead to more impactful campaigns tailored to specific user interests. It’s a move from Amazon to allow brands smarter, more efficient targeting.
Amazon DSP now includes keyword targeting as part of its contextual targeting options!
Unlike traditional search engines, DSP keyword targeting functions more like an SEO crawler, identifying contextual relevance rather than user searches. You can still do this through AMC but now you don't have to do that. When a user now lands on a page with content that matches or aligns with the keywords you selected, Amazon DSP will display your ad. Each of these options brings a unique approach to contextual targeting, giving advertisers versatile tools to reach the right audiences more effectively.
Key Implications:
Expanded Targeting Options Brands can now specify keywords relevant to their products or services, and ads will display on pages where those keywords are present. This helps in aligning ads with the context of the page and potentially allowing for your ads to show in more places.
SEO-Like Contextual Matching The new targeting functions similarly to SEO crawlers, analysing page content for contextual relevance rather than focusing on user queries. This shifts the focus from user intent to content alignment.
No Need for AMC (Amazon Marketing Cloud) Previously, achieving similar keyword-based contextual targeting required using AMC. Now, brands can directly implement this through DSP, making it more accessible and user-friendly.
Enhanced Relevance By matching ads to the specific content users are engaging with, brands can increase the chances of capturing attention and driving conversions.
Versatility in Ad Strategy This update complements existing targeting methods (like audience or behavioural targeting), offering brands a more versatile approach to reaching audiences.
Why Does This Matter?
Improved ROI: By serving ads in a more relevant environment, brands can expect better engagement and potentially higher ROI.
Ease of Use: Streamlining the process within DSP simplifies campaign setup for advertisers. This update empowers brands with more granular control over where their ads appear and can lead to more impactful campaigns tailored to specific user interests. It’s a move from Amazon to allow brands smarter, more efficient targeting.
Amazon DSP now includes keyword targeting as part of its contextual targeting options!
Unlike traditional search engines, DSP keyword targeting functions more like an SEO crawler, identifying contextual relevance rather than user searches. You can still do this through AMC but now you don't have to do that. When a user now lands on a page with content that matches or aligns with the keywords you selected, Amazon DSP will display your ad. Each of these options brings a unique approach to contextual targeting, giving advertisers versatile tools to reach the right audiences more effectively.
Key Implications:
Expanded Targeting Options Brands can now specify keywords relevant to their products or services, and ads will display on pages where those keywords are present. This helps in aligning ads with the context of the page and potentially allowing for your ads to show in more places.
SEO-Like Contextual Matching The new targeting functions similarly to SEO crawlers, analysing page content for contextual relevance rather than focusing on user queries. This shifts the focus from user intent to content alignment.
No Need for AMC (Amazon Marketing Cloud) Previously, achieving similar keyword-based contextual targeting required using AMC. Now, brands can directly implement this through DSP, making it more accessible and user-friendly.
Enhanced Relevance By matching ads to the specific content users are engaging with, brands can increase the chances of capturing attention and driving conversions.
Versatility in Ad Strategy This update complements existing targeting methods (like audience or behavioural targeting), offering brands a more versatile approach to reaching audiences.
Why Does This Matter?
Improved ROI: By serving ads in a more relevant environment, brands can expect better engagement and potentially higher ROI.
Ease of Use: Streamlining the process within DSP simplifies campaign setup for advertisers. This update empowers brands with more granular control over where their ads appear and can lead to more impactful campaigns tailored to specific user interests. It’s a move from Amazon to allow brands smarter, more efficient targeting.