However, whether it is a fledgling seller or a more experienced seller, it is more difficult to pursue return on advertising expenditure (ROAS) with DSP display ads than with on-site search ads. Generally speaking, a complete advertising cycle consists of four parts: pre-production preparation, advertising production, publishing, and optimization.
1. Pre-production preparation – analyze delivery requirements and develop delivery strategies.
Before advertising, you should first understand the characteristics of DSP display ads and how to achieve advertising conversions. Analyze the target group of household needs from four perspectives: products, users, scenarios, and needs. Therefore, think about the research from the user’s perspective, use scenarios to impress users, and use a personal interest-related method to guide users to pay attention to the product, rather than promoting around product attributes.
2. Advertising production-creative picture design.
This link should be noted that users usually use fragmented time to wander on the Amazon platform. This browsing habit determines that product images must be clickable. Display ads can be divided into computers and mobile terminals according to the device. The page positions of different devices are different. Generally speaking, search results and detailed pages carry more traffic and more clicks. In terms of materials, it is necessary to accurately express the main body and selling points of the product.
3. Release – filter the crowd to create ads.
The most important thing about advertising is to show the screening conditions to the participants. It is very important to find a clear user image. In this regard, the main considerations are the choice of crowd labels, gender, age range, income and education, and equipment type.
4. Optimize summary – promote data tracking.
During the delivery process of DSP advertising, it is necessary to continuously analyze data, continuously optimize delivery strategies based on delivery results, and regularly output data reports. Advertising data analysis and delivery optimization is a long-term process. Advertisers need to optimize delivery time, budget, positioning conditions, creative content, etc. according to different stages of data performance. Actual user and data feedback is a way to continuously improve delivery results.