Authors
Amazon DSP is a powerful platform for reaching highly relevant audiences both on Amazon owned properties and across third party websites. For many advertisers the challenge lies in growing reach without letting CPM rise too high. Expanding impressions while keeping costs steady requires a smart balance of audience strategy bidding placement and creative execution. Below are proven tips for improving reach without increasing CPM in Amazon DSP.
Narrow targeting often raises CPM because of limited inventory. Expanding your segments helps reduce pressure and allows delivery at scale. You can use Amazon in market segments lifestyle categories contextual targeting and lookalike modeling to increase audience size. Moving beyond niche bottom funnel audiences will give you more impressions without inflating CPM.
Showing ads too often to the same user reduces efficiency. By applying balanced frequency caps you can spread impressions across more unique users instead of paying for repeated exposures. This widens reach while maintaining stable costs.
Dynamic CPM bidding automatically adjusts bids according to market demand. This prevents overspending in high competition auctions and helps capture impressions at lower cost in less competitive periods. Adjusting bids carefully ensures reach grows without pushing CPM higher.
Premium placements like Fire TV or IMDb deliver high engagement but also higher CPM. To balance cost with reach expand campaigns into open exchange inventory and test different ad formats such as display video and OTT. A mix of inventory sources and creative formats increases impressions without driving costs upward.
Over filtering by geography device type age range or income often restricts available impressions. Simplify your targeting to the most relevant factors so Amazon DSP has more flexibility to deliver ads. Fewer restrictions help expand reach while keeping CPM steady.
Ad delivery costs fluctuate throughout the day. By running ads during periods of lower competition you can gain additional impressions at stable CPM. Analysing reports within DSP highlights the best performing time slots for cost effective reach.
Campaigns with engaging creative often perform better in the algorithm and gain more impressions without increased CPM. Refresh visuals regularly use clear calls to action and test multiple creative versions to keep content relevant. Higher CTR leads to stronger delivery at efficient cost.
If multiple campaigns target similar groups you may be bidding against yourself. This overlap can reduce reach and inflate costs. Use overlap reports in DSP to identify duplication refine targeting and distribute spend more effectively.
Budgets that are too low restrict delivery while budgets that are scaled too aggressively can push CPM higher. The best practice is to increase budgets gradually and track the impact on impressions and cost so you maintain balance.
Improving reach without increasing CPM in Amazon DSP is possible when you expand audience pools use dynamic bidding diversify placements optimise creatives and remove wasteful overlaps. The focus should be on smarter targeting and efficiency rather than simply raising spend.
At DWAO we help brands optimise Amazon DSP campaigns with strategies that grow reach at scale while keeping CPM under control. From audience planning to bidding tactics and creative testing our team ensures that every campaign achieves maximum efficiency.
If you want to unlock tips for improving reach without increasing CPM in Amazon DSP and scale effectively DWAO is here to guide you.