75% conversion lift for a leading TV manufacturer with Amazon DSP ads
Using Amazon Marketing Cloud to quantify channel contribution, right-size frequency, and reinforce Sponsored Ads for ranking gains
75%
Higher CVR after frequency caps
10+
Positions gained on priority keywords
We led with Amazon DSP—building audiences from retail signals and right-sizing frequency to maximize incremental reach without oversaturation. Amazon Marketing Cloud (AMC) guided the plan with multi-touch attribution, revealing how DSP exposures influenced downstream search and detail-page engagement. With waste removed and frequency capped at efficient levels, conversion rates rose and Sponsored Ads captured more qualified demand. The AMC-informed DSP program delivered a measurable conversion lift while strengthening search performance.
The Challenge
A major TV manufacturer was investing across Sponsored Products, Sponsored Brands, Sponsored Display, and Amazon DSP—but their leadership lacked clear, trustworthy attribution on which touchpoints actually drove conversions, and had no evidence-based guidance on optimal ad exposure frequency. Traditional first and last-touch views kept budget allocation a guesswork.
Strategic Approach
We used Amazon Marketing Cloud to run Markov Chain multi-touch attribution (MTA) and translate those insights into concrete optimization for DSP and Sponsored Ads—so budgets could be reallocated by those channels with the highest contributions while also identifying optimal frequency caps to maximize lift, and properly sequence DSP to reinforce Sponsored Ads performance.
- Channel contribution modeling: Quantified each ad product’s role in conversion paths; confirmed SB’s >10% conversion contribution, steady ROI for SP, slight underperformance in SD, and healthy performance for DSP Consideration/Conversion tiers (Awareness reserved for pure branding).
- Evidence-based frequency control: Implemented a 3–4 impressions per-user cap in DSP to avoid fatigue and keep conversion rates maximized (highest CR at first exposure).
SA↔DSP synergy via AMC audiences: Retargeted non-purchasers who were exposed to or clicked Sponsored Ads with sequenced DSP; tracked listing rank, SA CTR, and CR inside AMC.
Budget reallocation by role: Increased SB investment, maintained SP while adjusting bids on high-performing terms, refreshed SD creative, and focused DSP Awareness on branding KPIs; Consideration/Conversion tiers emphasized efficient remarketing.
Operational guardrails: Instituted creative rotation, weekly data reviews, and clear “jobs to be done” (SD = defense; DSP = offense).
Results
MTA made the media mix actionable. Sponsored Brands proved a double-digit contributor; SP maintained healthy ROI; SD under-indexed and was refined; DSP remarketing tiers were validated. With frequency capped at 3–4, conversion efficiency improved, and DSP started amplifying Sponsored Ads rather than competing with it.
Linking DSP retargeting to Sponsored Ads-engaged shoppers delivered tangible search gains: priority TV keywords climbed by 10+ positions, and SA performance improved in tandem. Frequency testing showed the clearest efficiency at lower caps, with conversion rate rising as we moved from unlimited/8 per day to ~3 per day.
More than 10 keyword search positions were gained on core TV search keywords after AMC-informed DSP retargeting of SA-engaged non-purchasers; SA search volume and conversion also rose.
Clear media-mix decisions from MTA: SB confirmed as a double-digit contributor, SP steady ROI, SD slightly underperforming, DSP tiers performing to role.
Right-sized frequency with a 3–4 impressions cap that maximized conversion while avoiding fatigue.
Why it worked
AMC’s Markov MTA replaced first and last-touch guesswork with a true view of channel contribution, which let us right-size DSP frequency and sequence DSP to reinforce Sponsored Ads—then iterate weekly to lock in gains.
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Attribution that reflects reality: Markov MTA surfaced each channel’s marginal impact, guiding budget shifts with confidence.
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Right-sized exposure: A 3–4 cap maximized conversion while avoiding fatigue.
- Cross-channel flywheel: Sponsored Ads captured intent; DSP re-engaged non-purchasers—lifting rank and conversion together.
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Advertising Continuity & Restructuring
- Identified untapped demand: Leveraged data analytics to uncover high-potential niches within the declining category, such as “immune support for active lifestyles.”
- Benchmarked competitors: Analyzed rivals’ gaps in keyword targeting and content to carve out competitive advantages.
Budget Reallocation & Day-Parting
- Identified untapped demand: Leveraged data analytics to uncover high-potential niches within the declining category, such as “immune support for active lifestyles.”
- Benchmarked competitors: Analyzed rivals’ gaps in keyword targeting and content to carve out competitive advantages.
Budget Reallocation & Day-Parting
- Identified untapped demand: Leveraged data analytics to uncover high-potential niches within the declining category, such as “immune support for active lifestyles.”
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