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Amazon DSP has become one of the most powerful programmatic advertising platforms for brands that want to connect with shoppers across Amazon properties and the wider web. While many advertisers focus on CTR or conversions, the foundation of any successful campaign lies in reach and impressions. The more effectively you scale these metrics, the more chances you have to drive brand awareness and feed the performance funnel. Let us explore practical strategies on how to improve reach and impressions in Amazon DSP.
Narrow audience targeting limits scale and often results in higher CPMs. To expand reach:
• Use in market segments to reach shoppers actively searching for related products.
• Leverage lifestyle and interest segments to broaden exposure beyond intent based buyers.
• Apply lookalike modeling to mirror the traits of your best customers and expand into new groups.
• Test multiple audience types instead of over relying on one.
Broader segments deliver more impressions and extend campaign visibility.
If multiple campaigns or ad groups target similar audiences, you may be bidding against yourself, driving up CPMs and reducing reach. Use Amazon DSP’s audience overlap reports to refine targeting and ensure spend is spread across unique segments.
Low bids can limit delivery and reduce impressions. Test adjusting bids to ensure you win more auctions.
• Start with dynamic CPM bidding, which automatically adjusts to market conditions.
• Increase bids for high priority segments where impressions are critical.
• Monitor win rates and adjust until you strike the balance between reach and cost.
Premium placements often have limited supply. Expanding across different inventory sources improves scale.
• Use a mix of Amazon owned properties (Amazon.com, Fire TV, IMDb) and open exchange inventory.
• Test different ad formats such as video, display and OTT for maximum exposure.
• Rotate creatives to increase relevance and secure more placements.
Adding too many filters like geography, demographics, or device targeting narrows your pool. Review targeting layers and remove those that are not essential. Broader targeting gives Amazon DSP more flexibility to deliver impressions.
Sometimes reach is limited simply because budgets are too constrained. Ensure daily budgets are high enough to capture available impressions, especially during peak shopping periods such as holidays or seasonal campaigns.
Frequency caps control how often an ad is shown to a user. While this prevents overexposure, too strict a cap can throttle impressions. Relaxing frequency caps (for example, 5 impressions per user per week instead of 3) helps increase total impressions while still keeping user experience in check.
Certain time slots may have less competition and more available inventory. Running ads throughout the day, rather than limiting to specific hours, ensures you capture impressions whenever audiences are active.
Amazon’s algorithms favour engaging ads that drive clicks and interactions. Low performing creatives can limit delivery. Refreshing visuals, headlines, and CTAs can improve ad quality scores, leading to greater reach.
Amazon’s unique first party shopping and browsing data provides unmatched opportunities for scaling reach. Activate additional segments based on browsing categories, purchase history, or contextual targeting to expand visibility.
Improving reach and impressions in Amazon DSP is about expanding audiences, optimising bids, diversifying placements, and ensuring creative quality. A balanced strategy ensures that you scale brand awareness while keeping efficiency intact.
At DWAO we help brands maximise reach and impressions in Amazon DSP through audience expansion, smart bidding strategies, and creative optimisation. From campaign setup to continuous monitoring, our expertise ensures your ads connect with the right people at the right scale.
If you want to know exactly how to improve reach and impressions in Amazon DSP and amplify your brand visibility, DWAO is here to guide you.