Beyond the bottom of the funnel: How and when to expand your advertising efforts
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6 min

Beyond the bottom of the funnel: How and when to expand your advertising efforts

Serah Alie, Gary Ghoukasian, April 22, 2024

With Amazon increasing the volume and size of ad placements across all ad types, organic placements are being pushed further down the page. This means to succeed on Amazon, it’s important to expand your advertising strategies beyond only bottom-funnel tactics and have a greater presence across ad types to connect with shoppers at every available opportunity.

Most advertisers start with Sponsored Products ads as these are a great way to capture high-intent shoppers and more directly drive sales. But when is the right time to expand beyond Sponsored Products to more middle-funnel and upper-funnel ad types? As you evaluate your advertising performance, there are some key indicators and factors to help you identify when the right to expand your efforts is. 

Expanding beyond Sponsored Products

Ensuring you are present across the entire suite of Sponsored Ads placements isn't just about adding new ad types to your arsenal - it's about ensuring you're occupying more placements, and thus reaching more potential customers. Assessing your Sponsored Products non-branded performance can be a great way to identify if you’re hitting a plateau and need to find other ways to drive category growth for your brand. 

Both Sponsored Brands and Sponsored Display ads are great tactics to use for:

  • Increasing your visibility and reaching new-to-brand customers

  • Controlling the messaging of your ad using custom imagery, video, and headlines

  • Protecting your branded search results or product pages from being targeted by competitors

By focusing only on bottom-funnel tactics like Sponsored Products, you are only targeting customers who are ready to purchase. But this can only go so far. By using middle- and top-of-funnel tactics as well (like Sponsored Brands and Sponsored Display) you can guide customers from initial interest to consideration to purchase, using personalized content to build brand trust along the way.

To achieve this, Sponsored Brands ads allow you to showcase custom videos or imagery beside multiple products at the top and middle of search results. In most cases, this Sponsored Brands ad placement is the first thing people see in their search results, and is a visually striking way to capture the attention of new-to-brand and/or loyal customers.

With these ads, you’re able to more tightly control what you are showing and telling the customer. For example, if you have a first-to-market product or product that has been copied by many knock-off sellers, Sponsored Brands is an excellent way to communicate what your product is and why it’s unique compared to your competition.

Sponsored Display ads offer a different range of placements and have unique use cases. For instance, if you find the ad placements on your ASIN’s product pages are being occupied by competitors, this is an easy win for Sponsored Display. Brand defense tactics are an easy and relatively inexpensive way to block competitors from entering your product pages, thus increasing the CVR of your other ads. If you tactically choose the products you advertise here, you can even increase your cross-sell or upsell opportunities.

With Sponsored Display you can also integrate audience targeting into your ad strategies, using a mix of custom audience segments, as well as retargeting interested consumers. Sponsored Display provides a great introduction to audience targeting and is an excellent entry point to the Amazon DSP. 

When to adopt the Amazon DSP and why

If you’re finding that your Sponsored Ads has saturated your current potential customer base and are looking for further growth avenues - Amazon DSP is the ideal next step. The Amazon DSP is a great expansion tool when looking to:

  • Scale New-to-Brand (NTB) customer acquisition

  • Amplify brand presence 

  • Drive incremental sales

Unlike Sponsored Ads, the Amazon DSP allows brands the freedom to curate an audience through granular targeting options. Brands can choose from thousands of relevant first-party InMarket and Lifestyle segments to widen their reach, or can specify targeting via segment customization to drive consideration and conversion. In addition to targeting, the Amazon DSP has an inherent amplified reach due to its ability to target active users on and offsite through its various inventories.

Establish brand identity with custom creative

Creative freedom is another strong selling point for the Amazon DSP. Brands can leverage various creative types at each stage of the funnel allowing for flexibility in brand positioning per user profile. For instance, brands seeking to build brand presence can implement fully customized Lifestyle imagery with branding elements to capture new-t-brand users in their awareness efforts. This personalization helps humanize the brand. 

However, if you are more conversion focused, you can opt to use Product-centric imagery through responsive-ecommerce creatives to help push that purchase intent. These creative types pull in product details (name, pricing, review count, and ratings) dynamically from your Amazon Product Detail Pages while still allowing for a certain level of customization. Brands with a vast creative catalog are at an advantage as it is much easier to activate quickly and hit the ground running.

Attract new customers with engaging video

If you’re looking to explore new avenues to amplify your brand presence on Amazon and beyond, video ads with the Amazon DSP are the way to go. With enhanced targeting, you can implement Streaming TV, Prime Video (CTV), and Online Video (a more interactive video type). We strongly recommend having high quality production and a significant investment/testing budget as we find this better captivates users and drives greater impact. 

Customizable strategies with the Amazon DSP

Depending on your objective, whether you’re looking to drive NTB vs ROAS, you can customize your strategy and investment level to align with your overall growth goals. Nothing is ever set in stone - tactics can be altered to accommodate shifting priorities. That is the beauty of the Amazon DSP, it arms brands with the tools necessary to create, build, and control their narrative on and off Amazon. 

Investment wise, we recommend having a 3:1 budget split between your Sponsored Ads and Amazon DSP efforts. This is because Sponsored Ads are the foundational ad units driving the majority of the traffic necessary to scale on Amazon DSP, hence the heavier investment. Typically brands with over $45K in monthly sponsored spend tend to be great candidates for the Amazon DSP, given products are retail-ready and have a high repeat purchase frequency.


Amazon's advertising landscape is ever-evolving, emphasizing the need for diversification beyond just Sponsored Products. Sponsored Brands and Sponsored Display ads offer enhanced visibility and brand messaging, while Amazon's Demand-Side Platform (DSP) provides precision targeting and scalable growth opportunities.

Striking a balance between Sponsored Ads and Amazon DSP investments, with a recommended 3:1 budget split, ensures brands maximize reach and adapt to changing market dynamics for continued success on Amazon. Each business on Amazon will see success in a different mix of tactics, so we recommend experimenting with each ad tactic to see what combination is best able to reach your customer.

To learn more about how to grow your business on Amazon and the Amazon DSP, reach out to us at

To get started or learn more about how Perpetua can help you scale your Amazon Advertising business