Supercharge Sales by Combining Amazon DSP Advertising with PPC – A Complete Guide by The We One

Introduction to Amazon Advertising

The Changing Face of E-commerce Marketing

In today’s Amazon marketplace, running a few PPC ads isn’t enough to cut through the noise. As competition tightens and customer journeys become more fragmented, sellers must explore smarter, multi-layered approaches. Enter the magic duo: Amazon DSP and PPC.

Why “The We One” Recommends a Dual Strategy

At “The We One,” we’ve seen first-hand how combining Amazon DSP advertising with traditional PPC can significantly increase visibility, click-through rates, and conversions. It’s not about choosing one or the other—it’s about synergy. DSP builds the brand presence and reaches off-Amazon shoppers, while PPC captures high-intent buyers searching on the platform.

What is Amazon DSP Advertising?

Understanding DSP – Demand Side Platform

A Demand-Side Platform (DSP) is a programmatic tool that lets advertisers automate the purchase of display, video, and audio ads across a network of websites, apps, and Amazon-owned properties. Amazon DSP stands out because it uses first-party data to serve hyper-targeted ads—even to users who never visit Amazon directly.

SSP vs DSP – Key Differences in Programmatic Advertising

DSP (Demand Side): Used by advertisers to buy ad inventory.
SSP (Supply Side): Used by publishers to sell ad inventory.

Understanding this ecosystem helps Amazon sellers tap into programmatic ads effectively. The goal? Reach your customer where they are—before they even start searching.

Real DSP Advertising Examples That Work

Retargeting Shoppers Across the Web

Imagine someone browsing your product page but not purchasing. A well-timed DSP ad can follow them across Facebook, news sites, and even streaming platforms, reminding them of what they left behind. That’s retargeting—and it works wonders.

Upselling Through Lookalike Audiences

Using DSP, you can create lookalike audiences that resemble your best customers. These high-potential buyers may not have seen your Amazon listing, but with programmatic outreach, you bring them into your sales funnel—often at a lower cost than direct PPC.

Combining DSP with PPC – A Winning Formula

Visibility + Retargeting = More Conversions

PPC targets buyers with high intent. DSP nurtures awareness and retargets window shoppers. When used together:

DSP builds the top of the funnel.
PPC closes the deal.

You keep your brand in front of buyers throughout their journey, dramatically improving conversion rates.

PPC for Keywords, DSP for Awareness

PPC is all about bidding on the right keywords, but it has limitations. DSP, however, allows visual storytelling, brand expansion, and cross-device reach. Use PPC to win the “click” and DSP to win the “mind.”

DSP Advertising Companies & Platforms List

Top DSPs in the Market

Amazon DSP (of course)
The Trade Desk
Google Display & Video 360
Adobe Advertising Cloud
MediaMath

Amazon DSP vs Other Platforms

Amazon DSP uses shopping behavior data—a goldmine. Unlike general DSPs, it knows what customers bought, browsed, or considered. That makes your ad dollars work harder, especially when running Amazon-centric campaigns.

What is a DSP in Healthcare? (Brief Overview)

In healthcare, DSPs are used to deliver targeted ads to audiences based on medical content consumption, patient behavior, and compliance-focused targeting. While different from retail DSPs, the core goal is the same: serve relevant ads to a filtered audience.

How Amazon Keyword Research Supports DSP & PPC

Leveraging Keywords for Precise Targeting

Amazon keyword research is at the heart of any successful advertising strategy. Whether you’re using DSP or PPC, you must understand what your audience is searching for. Tools like Helium 10, Jungle Scout, and AMZScout can help uncover long-tail keywords, competitor phrases, and high-volume search terms that guide both your DSP ad copy and PPC campaigns.

By aligning keyword targeting with customer intent:

PPC targets transactional keywords (e.g., “buy kitchen mixer”).
DSP targets behavioral and contextual data for broader exposure.

Combining both ensures you hit customers at every point in their journey.

Tools to Use – Helium 10, Jungle Scout, etc.

Helium 10: Deep keyword analytics, reverse ASIN lookup, and competitor tracking.
Jungle Scout: Ideal for product research and market demand insights.
DataDive: Cross-platform keyword clustering and listing optimization.
Google Keyword Planner: Great for contextual data for DSP campaign language.

These tools also help in syncing inventory and campaign pacing so you never overspend or undersell.

Amazon Competitor Analysis: PDF Guide

Downloadable Amazon Competitor Research PDF

One of the most powerful ways to outperform your competition is through detailed Amazon competitor analysis. “The We One” has developed a downloadable Amazon Competitor Research PDF Guide that walks you through:

Identifying direct competitors
Monitoring ad creatives and keyword strategies
Tracking pricing and review trends
Evaluating sales velocity and PPC spending

This guide helps you build smarter DSP and PPC campaigns tailored to real-time marketplace dynamics.

Competitor Research Examples

For example, if your competitor runs Amazon Lightning Deals every Friday and spikes their ad budget during that time, you can adjust your DSP campaign to start retargeting their audience on Thursday night. This gives you a head start before their promotions go live.

Another great tactic? Use competitor ASINs for both DSP targeting and PPC Sponsored Display campaigns. It’s sneaky. It’s smart. It’s legal.

Amazon FBA Inventory Management & Advertising

Balancing Stock with Sales Velocity

Amazon ads create demand. But if your FBA inventory management isn’t in sync, you’re asking for trouble. You might oversell and get stockouts, or you might run ads that don’t convert because your inventory’s stuck at the port.

At “The We One,” we use a hybrid approach:

Use DSP to build slow-burn interest during low stock periods.
Launch PPC with full force when inventory is healthy and competitive.

This keeps your ads aligned with availability and prevents lost revenue or damaged seller metrics.

How DSP Helps Avoid Overstock or Understock

Because DSP works on a longer attribution window, you can create sustained awareness without causing short-term inventory spikes. This is perfect for inventory smoothing and new product launches, allowing you to scale steadily rather than all at once.

Amazon FBA Seller Duties and Daily Ad Routines

Monitoring Campaigns

As an FBA seller, your duties go beyond just sourcing and shipping. Your advertising must be monitored daily. Here’s a quick checklist:

Check DSP impressions and CTR
Optimize PPC bids based on ACoS
Ensure keyword targeting remains relevant
Sync campaign goals with inventory levels

Syncing Inventory with Promotions

If you plan to run a Lightning Deal or time-limited promotion, ensure that your DSP ads start 3–5 days in advance. This way, you warm up the audience so that your PPC campaign and promo hit with full effect. Timing is everything.

Leveraging Amazon Lightning Deals with DSP

Creating Buzz with Timed Campaigns

Amazon Lightning Deals offer a short window to skyrocket visibility. The trick? Pair them with DSP campaigns that create anticipation. Start running teaser ads off-Amazon with countdown messages or promo snippets. Then, unleash PPC during the actual deal.

Last-Minute Retargeting Using DSP

DSP excels at last-minute retargeting. Suppose your deal is underperforming by midday. Adjust your DSP segments in real time to hit warm shoppers and cart abandoners with reminder ads. This often leads to a dramatic end-of-day conversion boost.

Measuring ROI – PPC vs DSP

Which is More Cost-Effective?

PPC is straightforward. You pay per click and track conversions. DSP is broader—its value lies in assisted conversions, brand exposure, and upper-funnel influence.

A basic ROI comparison might look like this:

Metric	PPC	DSP
Click-through	High	Medium
Conversions	Fast	Delayed
Cost per Sale	Higher upfront	Lower over time
Retargeting	Limited	Advanced
Brand Building	Minimal	Strong

Use both to enjoy short-term wins and long-term gains.

When to Prioritize One Over the Other

Startups: Prioritize PPC for direct ROI.
Established brands: Use DSP to scale and reinforce brand loyalty.
Holiday season or Prime Day: Combine both for explosive results.

Programmatic Advertising – The Future of Amazon Ads

Automation, AI, and Performance Metrics

Programmatic is not just a buzzword. It’s the future. With DSP:

Ad placements are algorithmic
Creative testing is automatic
Results are transparent

Amazon’s DSP continues to evolve with AI that predicts purchase intent, ranks ad placements, and adjusts bids in real-time.

This means better targeting, more conversions, and ultimately—higher profits for your Amazon business.

Tips from “The We One” to Maximize DSP & PPC Strategy

Optimize Campaign Funnels

Don’t run ads in isolation. Create an ad funnel:

Awareness via DSP Display Ads
Engagement via Retargeting
Conversion via PPC Sponsored Products
Loyalty via Repeat Retargeting

Track Cross-Device Behavior

Use Amazon Attribution and DSP’s device graph to track shoppers across mobile, desktop, and tablet. This helps personalize messaging and increases the chances of sealing the deal—regardless of where the customer is browsing.

Conclusion – Why You Need Both PPC and DSP

If you’re serious about scaling your Amazon sales in 2025, relying on just one advertising channel isn’t going to cut it. PPC gives you that immediate click-through and measurable ROI, but DSP helps you build brand recognition, retarget lost leads, and warm up cold audiences across the web.

“The We One” recommends using both in tandem for maximum performance. Think of PPC as your scalpel—precise and targeted—and DSP as your billboard—broad and persistent. Used together, they deliver a powerhouse strategy that drives growth, conversion, and profitability.

FAQs

1. What’s the difference between Amazon DSP and PPC?
PPC targets keywords within Amazon, while DSP uses audience data to show ads across Amazon and external sites. PPC is intent-driven; DSP is awareness and behavior-driven.

2. How do I access Amazon DSP?
You can access DSP via Amazon Advertising or through agencies like “The We One” who have managed access to the platform.

3. Are DSP ads suitable for new Amazon sellers?
Yes, especially for brand building and retargeting. However, PPC may offer faster results if you’re budget-constrained.

4. What are some tools for Amazon competitor analysis?
Helium 10, Jungle Scout, DataDive, and our free Amazon Competitor Research PDF are great resources.

5. How can I manage FBA inventory while running ads?
Use real-time inventory sync tools, monitor sales velocity, and pace DSP campaigns to match your stock availability.

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