Anders Hjorth is a digital marketing strategist, consultant and writer. He was also our guest for the latest Ask Me Anything Session Hosted by Luna Rocha. His Ask Me Anything session was rich with important information regarding Paid Search, Amazon and even AI. Ander’s even goes as far as demonstrating the power of AI. Below you will find a recap of the conversation that took place within our slack workspace. We hope you find it informative and will join us live for the next one.
Q: Can you explain the difference between Amazon PPC and DSP (if there is one)?
A: “Sure thing. Yes there are quite a few differences, actually. But first, you need to look at what Amazon PPC is.
It is composed of 3 different solutions : Sponsored Products, Sponsored Brands and Sponsored Display
Sponsored Products and Sponsored Brands are very similar to Google Ads
They target keywords, products (ASINs which are product codes) and appear in Amazon SERPs and product detail pages.
Sponsored Display is the third PPC solution over at Amazon but it doesn’t use the same placements nor the same targeting.
So Sponsored display is much closer to Amazon DSP which is targeting audiences.
Amazon DSP also targets placements inside Amazon (I typically only run 25% of inventory outside of the marketplace) and it can perfectly well be used to drive conversions, so it is not only for brand awareness.”
Anders also took the liberty of showcasing the power of AI by utilizing ChatGPT to answer the question asked. Although he mentions he doesn’t entirely agree with the response due to the fact that Amazon DSP isn’t just for brand awareness, the response is a strong one none-the-less.
Q: Do you mind giving our audience a bit of background on Anders and your areas of expertise?
A: Was one of the pioneering PPC’ers
Then jumped on Social
Did some content marketing
Coupled it with programmatic
Oh, did I mention, I worked in Affiliate?
And went into retail media a few years back
Once managed an agency that booked and managed domain names
Q: How does Pmax impact sales on Amazon if you sell there?
A: You can’t run Pmax to drive into Amazon, if that is what you mean?
We have been running Pmax on a Google Ads campaign driving to a Shopify store and in parallel doing Sponsored Ads and DSP to drive sales on the Amazon market place. Pmax only affects the Shopify activity
Q: You created a research report regarding major trends in paid search. Are you willing to speculate on any trends we may see in 2023?
Q: What do you think the PPC professional life will look like few years down the lane?
Q: What is your thought on similar audience feature phasing out?
Q: Are there any strategies/synergies you see with using amazon and Google Ads/Microsoft ads? Perhaps retargeting or something of that nature?
If you would like to get your questions answered during the next session be sure to join our slack workspace.