Amazon DSP has long been more than a pure branding tool. Especially in the context of PPC advertising and data-driven campaign planning, the platform shows its strength, above all when deployed within a full-funnel approach. In this case study, we take a look at a successful campaign from the automotive segment and examine how strategic targeting and analysis with the Amazon Marketing Cloud delivered measurable results.
The challenge was clear: the client wanted to gain market share in the competitive automotive sector, reach new audiences, and advertise efficiently at the same time. To achieve this, we embedded Amazon DSP, in combination with Sponsored Products, into a consistent full-funnel strategy.
Before a single ad was even launched, an extensive analysis based on the Amazon Marketing Cloud (AMC) was carried out. With these three analyses, we were able to generate decisive insights:
Path-to-conversion analyses
showed us typical purchase paths
Overlap audience reports
identified relevant audience intersections
Gateway ASIN evaluations
helped us determine suitable products for entering the customer journey
These insights formed the foundation for the later campaign structure.
The first step of the campaign was to build awareness. Using contextual targeting and in-market audiences, we addressed potential new customers who showed interest in related products. This was based on the overlap audiences previously defined via AMC.
The ads were not scattered blindly, but tailored to users who showed particularly high potential for conversion (for example, based on their product searches, purchase histories, or interactions within the Amazon universe).
In the mid-funnel, the goal was to turn awareness into genuine interest. Users who, for example, searched for car shampoo were shown offers for matching complementary products such as detailing sprays or microfiber cloths. The strategy: thematically relevant cross-selling offers to increase relevance and minimize wasted impressions.
In the final step of the customer journey, we relied on targeted retargeting. Anyone who had viewed Nigrin products but not purchased was addressed again, this time with a clear call to action and matching offers. Particularly effective: add-to-cart audiences and PDP viewer segments generated via AMC. The lower funnel was primarily covered via Sponsored Products, supplemented by retargeting via DSP, with a focus on high-converting ASINs.
The results speak for themselves. Compared to the previous campaign period, we were able to:
increase the NTB rate by 65 percent
boost overall sales by 58 percent
achieve a significant increase in retail sales
The data-driven approach via the Amazon Marketing Cloud, combined with a finely tuned full-funnel campaign, clearly paid off.
This case study shows how important clean full-funnel logic, relevant audience analyses, and cross-channel execution are. Amazon DSP is not understood here as a standalone tool, but as an integral part of a well-thought-out PPC strategy. The Amazon Marketing Cloud plays a decisive role in turning assumptions into robust strategies.
For companies that can no longer scale PPC further, we have good news: with Amazon DSP, there's a tool that can feed the funnel. You just need to know exactly how to use it.