How to Boost Your Sales with Amazon DEA Ads

By Cepy 9/04/2023 Post a Comment

Hi everyone, welcome to another article on Pipi Ads, where we share the latest tips and tricks on digital marketing. Today, we are going to talk about a new and exciting feature from Amazon: DEA ads.

DEA stands for Dynamic E-commerce Ads, and they are a type of display ads that automatically generate product-focused creatives based on the customer's browsing behavior and preferences. DEA ads can help you reach and retarget shoppers both on and off Amazon, and drive them to your product detail pages or your own website. Sounds amazing, right? Let's dive deeper into how DEA ads work and how you can use them to grow your business.

What are DEA ads and how do they work?

DEA ads are a subset of Amazon's display advertising solution, the Amazon DSP. DSP stands for Demand Side Platform, and it is a platform that allows you to buy display ads on and off Amazon using Amazon's rich customer data. You can use DSP to create both link-in and link-out campaigns, depending on whether you want to direct customers to Amazon or your own website.

DEA ads are a type of link-out campaigns that allow you to show ads on Amazon's DSP network and link back to your own website. This way, you can leverage Amazon's traffic and brand recognition, while also building your own customer base and loyalty. DEA ads are especially useful for brands that sell products that are not available on Amazon, or that have a strong online presence outside of Amazon.

How are DEA ads different from other display ads?

The main difference between DEA ads and other display ads is that DEA ads are dynamically generated based on the customer's shopping behavior and interests. This means that you don't have to create multiple ad creatives for different products or audiences. Instead, you just need to provide a few basic elements, such as your logo, background image, headline, and call-to-action, and Amazon will do the rest.

Amazon will use its machine learning algorithms to select the best product image, price, discount, rating, and other information from your website to create an attractive and relevant ad for each customer. Amazon will also optimize the ad format, layout, design, and placement to achieve the best performance for your campaign goal. For example, if your goal is to increase click-through rate, Amazon may show a larger product image with a prominent call-to-action button. If your goal is to increase purchase rate, Amazon may show a smaller product image with a coupon or subscribe & save badge.

What are the benefits of DEA ads?

DEA ads offer several benefits for advertisers who want to reach and retarget customers across the web. Some of the benefits are:

**Higher conversion rates**: DEA ads can increase your conversion rates by showing customers the most relevant and appealing products based on their shopping behavior and preferences. Customers are more likely to click on an ad that shows them exactly what they are looking for or interested in.
**Lower cost per acquisition**: DEA ads can lower your cost per acquisition by reducing the number of ad creatives you need to create and manage. You don't have to spend time and money on designing, testing, and optimizing different ad variations for different products or audiences. You just need to set up one campaign with one creative template, and let Amazon handle the rest.
**Brand awareness and loyalty**: DEA ads can boost your brand awareness and loyalty by exposing customers to your brand name, logo, and website across the web. You can also use DEA ads to showcase your unique value proposition, such as free shipping, fast delivery, or exclusive offers.

How to set up DEA ads on Amazon DSP?

Setting up DEA ads on Amazon DSP is easy and straightforward. You just need to follow these steps:

Login to your Amazon DSP account or create one if you don't have one yet.
Create a new campaign by clicking on the "Create campaign" button on the dashboard.
Select "Link out" as the campaign type and enter your campaign name, budget, start date, end date, frequency cap, goal type (click-through rate or purchase rate), attribution window (7 days or 30 days), and tracking pixels (optional).
Create a new line item by clicking on the "Create line item" button on the campaign page.
Select "Dynamic e-commerce" as the line item type and enter your line item name, budget type (daily or lifetime), budget amount, pacing type (even or as fast as possible), bid strategy (fixed CPM or optimized CPM), bid amount (if fixed CPM), supply sources (Amazon owned-and-operated or third-party exchanges), and targeting criteria (such as location, device type, audience segments, or contextual categories).
Create a new creative by clicking on the "Create creative" button on the line item page.
Select "Responsive e-commerce creative (REC)" as the creative type and enter your creative name, landing page URL, logo image URL, background image URL (optional), headline text, call-to-action text, and creative sizes.
Review and submit your creative for approval. You can preview how your creative will look like in different sizes and placements.
Once your creative is approved, your DEA ads will start running and you can monitor their performance on the dashboard.

Best practices for DEA ads

To get the most out of your DEA ads, you should follow these best practices:

**Use high-quality product images**: Your product images are the most important element of your DEA ads, as they are the first thing that customers will see and notice. Make sure your product images are clear, crisp, and attractive. Avoid using blurry, pixelated, or distorted images. Also, make sure your product images match the product information on your website and the product detail page where the ad will link to.
**Use a consistent background image**: Your background image is the second most important element of your DEA ads, as it sets the tone and mood of your ad. Choose a background image that is relevant to your product category and brand identity. For example, if you sell outdoor products, you may use a nature-themed background image. If you sell fashion products, you may use a lifestyle-themed background image. Avoid using background images that are too busy, distracting, or conflicting with your product image. Also, make sure your background image is consistent across all your DEA ads.
**Use a catchy headline and call-to-action**: Your headline and call-to-action are the third most important elements of your DEA ads, as they convey your value proposition and entice customers to click on your ad. Use a headline that is short, simple, and relevant to your product and target audience. For example, if you sell pet products, you may use a headline like "Treat Your Furry Friend". Use a call-to-action that is clear, concise, and action-oriented. For example, if you want customers to visit your website, you may use a call-to-action like "Shop Now". Avoid using generic or vague words like "Learn More" or "Click Here".
**Test and optimize your DEA ads**: Like any other type of advertising, you should always test and optimize your DEA ads to improve their performance and efficiency. You can use Amazon's reporting tools to track and measure various metrics such as impressions, clicks, conversions, cost per click, cost per conversion, click-through rate, purchase rate, return on ad spend, and more. You can also use Amazon's A/B testing feature to compare different versions of your DEA ads and see which one performs better. You can test different elements such as product image, background image, headline, call-to-action, bid amount, targeting criteria, and more.

A comparison table of DEA ads vs other display ads

DEA ads	Other display ads
Dynamically generated based on customer behavior and preferences	Manually created for different products or audiences
Link out to advertiser's own website	Link in to Amazon or link out to advertiser's own website
Use Amazon's machine learning to optimize ad format, layout, design, and placement	Use fixed ad format, layout, design, and placement
Show product image, price, discount, rating, and other information from advertiser's website	Show product image or logo only
Support multiple ad sizes and placements on Amazon's DSP network	Support limited ad sizes and placements on Amazon's DSP network or other networks
Increase conversion rates by showing relevant and appealing products	Increase brand awareness by showing generic or static products
Lower cost per acquisition by reducing ad creatives management	Higher cost per acquisition by increasing ad creatives management
Boost brand loyalty by driving customers to advertiser's own website	Lose brand loyalty by driving customers to Amazon or other websites

FAQs about DEA ads

Who can use DEA ads?

DEA ads are available to all advertisers who have accessto Amazon DSP and have a website that sells products online. You also need to have a product feed that contains the product information that you want to show on your DEA ads. You can use any product feed format that is supported by Amazon, such as Google Merchant Center, Facebook Catalog, or Amazon Advertising API.

How much does it cost to use DEA ads?

DEA ads are charged on a cost per thousand impressions (CPM) basis, which means you pay for the number of times your ads are shown to customers. The actual CPM rate depends on various factors, such as your bid amount, your targeting criteria, your ad quality, and the competition level. You can use Amazon's bid simulator tool to estimate the optimal CPM rate for your campaign goal and budget.

How can I track the performance of my DEA ads?

You can use Amazon's reporting tools to track and measure the performance of your DEA ads. You can access various reports, such as campaign report, line item report, creative report, audience report, and more. You can also customize your reports by selecting different metrics, dimensions, filters, and time ranges. Some of the metrics that you can track are impressions, clicks, conversions, cost per click, cost per conversion, click-through rate, purchase rate, return on ad spend, and more.

How can I improve the performance of my DEA ads?

You can improve the performance of your DEA ads by following these tips:

**Optimize your product feed**: Your product feed is the source of data for your DEA ads, so make sure it is accurate, complete, and up-to-date. Include all the relevant information that you want to show on your DEA ads, such as product image, price, discount, rating, and other attributes. Also, make sure your product feed matches the product information on your website and the product detail page where the ad will link to.
**Optimize your landing page**: Your landing page is the destination where customers will go after clicking on your DEA ads, so make sure it is relevant, engaging, and user-friendly. Provide a clear and consistent product description, a compelling value proposition, a strong call-to-action, and a smooth checkout process. Also, make sure your landing page is fast-loading, mobile-responsive, and secure.
**Optimize your targeting criteria**: Your targeting criteria determine who will see your DEA ads, so make sure they are relevant and specific. Use Amazon's rich customer data to target customers based on their location, device type, shopping behavior, interests, and more. You can also use Amazon's audience segments to target customers who have shown interest in or purchased similar products as yours. Avoid using too broad or too narrow targeting criteria that may limit your reach or waste your budget.

What are the best practices for DEA ads?

The best practices for DEA ads are:

**Use high-quality product images**: Your product images are the most important element of your DEA ads, as they are the first thing that customers will see and notice. Make sure your product images are clear, crisp, and attractive. Avoid using blurry, pixelated, or distorted images. Also, make sure your product images match the product information on your website and the product detail page where the ad will link to.
**Use a consistent background image**: Your background image is the second most important element of your DEA adsas it sets the tone and mood of your ad. Choose a background image that is relevant to your product category and brand identity. For example, if you sell outdoor products, you may use a nature-themed background image. If you sell fashion products, you may use a lifestyle-themed background image. Avoid using background images that are too busy, distracting, or conflicting with your product image. Also, make sure your background image is consistent across all your DEA ads.
**Use a catchy headline and call-to-action**: Your headline and call-to-action are the third most important elements of your DEA ads, as they convey your value proposition and entice customers to click on your ad. Use a headline that is short, simple, and relevant to your product and target audience. For example, if you sell pet products, you may use a headline like "Treat Your Furry Friend". Use a call-to-action that is clear, concise, and action-oriented. For example, if you want customers to visit your website, you may use a call-to-action like "Shop Now". Avoid using generic or vague words like "Learn More" or "Click Here".
**Test and optimize your DEA ads**: Like any other type of advertising, you should always test and optimize your DEA ads to improve their performance and efficiency. You can use Amazon's reporting tools to track and measure various metrics such as impressions, clicks, conversions, cost per click, cost per conversion, click-through rate, purchase rate, return on ad spend, and more. You can also use Amazon's A/B testing feature to compare different versions of your DEA ads and see which one performs better. You can test different elements such as product image, background image, headline, call-to-action, bid amount, targeting criteria, and more.

Conclusion

DEA ads are a powerful and innovative way to boost your sales with Amazon DSP. They allow you to show dynamic and personalized ads to customers based on their shopping behavior and preferences. They also allow you to link out to your own website and build your own customer base and loyalty. DEA ads can help you increase your conversion rates, lower your cost per acquisition, and boost your brand awareness and loyalty.

We hope this article has given you a comprehensive overview of what DEA ads are, how they work, how to set them up, and how to optimize them. If you have any questions or feedback, please feel free to leave a comment below. And if you want to learn more about other types of display ads on Amazon DSP, please check out our other articles on Pipi Ads.

Thank you for reading and happy advertising!

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