If you advertise through Amazon DSP, you already know that a lot of the process is automated for you. DSP already does a lot of the bidding and spend allocation on its own. 

So how do you build a DSP strategy that helps you stand out from your competitors anyway? 

In this webinar, Intentwise Head of Growth Ryan Burgess and Intentwise Customer Success Manager Kenton Snyder showed you how to use the levers you can control to build a truly unique DSP strategy. 

They recommended that DSP advertisers: 

Pay attention to frequency caps. Frequency caps limit the number of times that a given shopper can see your ads. With frequency caps, you can be sure you aren’t over-exposing the same shoppers to your ads. 

You can set frequency caps on an hourly or daily basis within DSP, and you can also create separate frequency caps on the Order vs. Line Item level. We recommend that you implement lower frequency caps on the Line Item level than on the Order level.

Monitor your delivery rate. Within DSP, the delivery rate provides a great check on the constraints of your campaigns. Are there so many constraints that you’re not actually hitting your budgets? Or are there so few that you’re over-delivering ads? The delivery rate answers these questions. 

If your delivery rate is over 100%, then you might want to lower your frequency caps or lower your bids. Or, if your delivery rate is below 90%, your frequency caps might be too low or your audience might be too granular. 

Wondering what other levels you can pull to craft a smarter DSP strategy? Stream our full webinar now.