Amazon’s Demand-Side Platform (DSP) has long been a powerful tool for advertisers looking to reach specific audiences across Amazon’s vast ecosystem. But with the introduction of Contextual Keyword Targeting, Amazon DSP just became an even more valuable tool for digital marketers. This upgrade allows brands to target ads based on specific keywords that match their audience’s interests—not just within Amazon’s platform but across the entire web.
In this blog, we’ll explore what makes this upgrade so important, how it enhances your advertising strategy, and why you should consider incorporating it into your campaigns today.
What’s New with Contextual Keyword Targeting?
Previously, Amazon DSP allowed advertisers to target audiences based on specific product categories or ASINs (Amazon Standard Identification Numbers). While effective, these options had limitations. For example, targeting by category could miss out on users who may be interested in your product but haven’t explicitly searched for it within that category. Similarly, targeting by ASIN only worked well when advertisers had clear visibility into the products their audience was browsing, but that didn’t always paint the full picture of their interests.
With Contextual Keyword Targeting, Amazon DSP is taking a more nuanced approach by enabling advertisers to target audiences based on specific keywords that match their interests. These keywords can be related to a broad range of topics—not just products, but also activities, preferences, and intents.
How Does It Work?
In the past, an advertiser might target users interested in “camping gear” based on a category or ASIN they were engaging with on Amazon. Now, with the ability to target based on keywords, you can extend that reach beyond Amazon. If someone searches for “camping gear” or “hiking essentials” across a variety of sites and platforms, your ad could follow them.
This new level of targeting creates an opportunity to engage with users as they explore content related to your product, whether it’s on Amazon or elsewhere on the internet. Imagine a person browsing travel blogs or outdoor adventure sites—they could be met with an ad for your camping gear, even if they haven’t searched for it on Amazon itself.
The result? A more seamless and natural connection between your brand and your target audience, allowing for more relevant, timely, and personalized advertising experiences.
Why This Matters for Advertisers
- Broader Reach and Precision
The real magic of Contextual Keyword Targeting lies in its ability to combine the power of keyword insights with audience data. By tapping into the specific words and phrases that your target customers are already searching for, you’re able to reach them more effectively—not just on Amazon, but across a range of online touchpoints. This extends your brand’s reach and visibility without having to rely solely on Amazon’s search results or product categories. - Cost-Effective Advertising
If you’ve ever run a PPC (Pay-Per-Click) campaign on Amazon, you know how competitive (and expensive) it can get, especially during peak shopping seasons like Q4. The introduction of keyword targeting in Amazon DSP offers a cheaper alternative. Rather than paying inflated CPCs (cost-per-click) during high-traffic periods, you can invest in strategically targeted ads based on interest-driven keywords, thus optimizing your spend and ensuring you’re reaching your audience more efficiently. - Better Understanding of Customer Intent
When you apply Contextual Keyword Targeting, you’re not just pushing ads out into the digital world. You’re also gaining deeper insights into your audience’s behavior. By understanding the types of keywords they engage with, you can better refine your customer personas and gain a clearer picture of what they truly care about—whether it’s a specific product, a lifestyle, or an activity.This also makes it easier to tweak your campaigns in real time to align more closely with emerging trends and shifting audience interests, helping to maximize ROI.
- Audience-First Advertising
Instead of only focusing on demographics or categories, this feature allows you to advertise with the customer’s needs and desires in mind. By centering your campaigns on keywords that reflect what your audience is actively searching for, you build a more audience-first advertising approach. This ultimately results in stronger brand awareness, improved conversions, and a more engaged customer base.
How to Leverage This Feature
- Refine Your Keywords
If you’ve been using Amazon DSP for a while, you probably already have a good idea of which keywords resonate with your target audience. Take this opportunity to dive deeper into keyword research and focus on those that reflect the specific interests and behaviors of your ideal customer. - Utilize Granular Audience Insights
Combine your keyword insights with Amazon DSP’s audience data to fine-tune your campaigns. This allows you to focus on those most likely to convert, delivering a more relevant experience at every touchpoint. - Expand Beyond Amazon
One of the most powerful aspects of this upgrade is its ability to extend your reach beyond Amazon’s platform. Whether it’s through display ads or video ads on third-party websites, you can now follow your audience across the web, meeting them where they’re most active. - Optimize Your Campaigns
With more precise keyword targeting and audience data, you’re in a better position to optimize your campaigns on an ongoing basis. Use A/B testing, analyze performance metrics, and adjust your bids and targeting to maximize effectiveness.
The Bigger Picture: Building Stronger Strategies for Brand Awareness
It’s important to recognize that Amazon DSP is not out to replace PPC campaigns, but rather to enhance them. While traditional PPC is still valuable for capturing demand on Amazon, contextual keyword targeting allows you to push the envelope when it comes to building brand awareness and tapping into customer intent.
In many cases, the most successful advertisers will combine both strategies—leveraging the precision of DSP’s keyword targeting to complement and bolster their PPC efforts. This hybrid approach helps create a more robust, all-encompassing advertising strategy that drives both brand recognition and direct conversions.
Where Is It Available?
Contextual Keyword Targeting is now available in the United States, United Kingdom, Canada, and Australia. If your brand is operating in one of these regions, it’s time to take advantage of this powerful new feature.
Why You Should Dive In Now
If you’ve been hesitant to try Amazon DSP or are already using it but looking to optimize your strategy, this new keyword targeting capability could be the perfect reason to dive in. With its ability to tap into granular keyword insights, reduce costs compared to traditional PPC, and help you create more personalized and relevant advertising experiences, this upgrade is a game-changer for any marketer.
So, whether you’re new to Amazon DSP or a seasoned pro, now is the time to explore how this latest update can enhance your ad strategy and help you reach your audience in more effective and impactful ways.
By combining the power of Amazon DSP’s audience data with the specificity of contextual keyword targeting, you now have a sharper view of your audience—and more ways to engage them. This is not just about advertising; it’s about building a deeper connection with your customers and refining your strategies for long-term success.
Get started today and see how this upgrade can transform your advertising campaigns!
