A full funnel strategy is no longer optional for brands selling on Amazon – it’s essential. In today’s competitive e-commerce landscape, customers don’t make purchase decisions linearly. They discover products through various touchpoints, research extensively, and compare options before converting. To capture these customers at every stage, brands need a comprehensive approach that leverages Amazon DSP (Demand Side Platform) and Amazon Marketing Cloud (AMC) insights. This guide reveals seven proven tactics to build an effective full funnel marketing strategy that drives awareness, consideration, and conversion.
Table of Contents
- Understanding the Full Funnel Approach
- What is Amazon DSP and Why It Matters
- The Power of Amazon Marketing Cloud (AMC)
- 7 Proven Tactics for Building Your Full Funnel Strategy
- How AMC Solutions Drive Data-Driven Decisions
- Working with Amazon Marketing Experts
- Measuring Success Across the Funnel
- Conclusion
Understanding the Full Funnel Approach
The traditional marketing funnel consists of three primary stages: awareness, consideration, and conversion. A full funnel strategy addresses each of these stages with tailored messaging and advertising tactics. At the top of the funnel, brands focus on reaching new audiences and building brand awareness. The middle of the funnel emphasizes engagement and consideration, while the bottom prioritizes conversion and retention.
Amazon provides unique tools that enable brands to execute a seamless full funnel marketing strategy. By combining Amazon DSP for programmatic advertising with AMC Amazon Marketing Cloud for advanced analytics, brands can create cohesive campaigns that guide customers from discovery to purchase.
According to research from HubSpot, companies that implement full funnel marketing strategies see up to 45% higher ROI compared to those focusing on single-stage campaigns. This data underscores why working with the best Amazon Marketing Agency can transform your advertising outcomes.
What is Amazon DSP and Why It Matters
Amazon DSP is Amazon’s Demand Side Platform that allows advertisers to programmatically buy display, video, and audio ads both on and off Amazon. Unlike traditional Amazon Sponsored Ads, DSP enables brands to reach audiences across Amazon’s owned properties (like Amazon.com, IMDb, and Kindle) as well as third-party websites and apps.
The true power of DSP lies in its ability to leverage Amazon’s first-party shopping data. This means you can target customers based on their actual shopping behaviors, not just demographics or interests. For example, you can reach customers who viewed similar products but didn’t purchase, or those who bought complementary items.
Amazon DSP is particularly valuable for building a full funnel strategy because it supports multiple campaign objectives:
- Upper-funnel awareness campaigns using video and display ads
- Mid-funnel consideration tactics targeting shoppers researching your category
- Lower-funnel conversion drives retargeting high-intent audiences
Many brands partner with an Amazon Advertising Service Agency to manage their DSP campaigns effectively, as the platform requires strategic planning and optimization expertise.
The Power of Amazon Marketing Cloud (AMC)
Amazon Marketing Cloud (AMC) is a secure, privacy-safe clean room solution that enables advertisers to analyze pseudonymized signals across multiple touchpoints. Think of AMC as your analytics powerhouse for understanding the customer journey across your Amazon advertising efforts.
With AMC Amazon Marketing Cloud, brands can:
- Analyze cross-channel campaign performance
- Understand path-to-conversion insights
- Identify audience overlap and incremental reach
- Measure the true impact of upper-funnel investments
- Create custom audience segments for targeting
The Amazon Marketing Cloud provides insights that were previously impossible to obtain. For instance, you can discover that customers who see your video ad on DSP and then click a Sponsored Products ad are 3x more likely to convert than those who only interact with one ad type.
AMC solutions require SQL knowledge and analytical expertise, which is why many brands work with an Amazon Marketing Cloud Agency to unlock the platform’s full potential and build data-driven full funnel strategies.
7 Proven Tactics for Building Your Full Funnel Strategy
1. Map Your Customer Journey
Before launching campaigns, understand how customers discover and purchase your products. Use AMC to analyze historical data and identify common touchpoints. Create customer personas for each funnel stage and tailor messaging accordingly.
2. Deploy Sequential Messaging Campaigns
Use Amazon DSP to create sequential messaging strategies where ad creative evolves based on customer interaction. Start with brand awareness video ads, followed by product-focused display ads, and finish with conversion-optimized retargeting.
3. Leverage Lookalike Audiences
Identify your best customers using AMC insights, then create lookalike audiences in DSP to find similar high-value prospects. This tactic is particularly effective for expanding your upper-funnel reach while maintaining quality.
4. Implement Cross-Device Targeting
Consumers use multiple devices throughout their shopping journey. Amazon DSP’s cross-device capabilities ensure your message reaches customers whether they’re on mobile, desktop, or tablet, creating a consistent full funnel experience.
5. Use AMC for Attribution Modeling
Traditional last-click attribution undervalues upper-funnel efforts. Use Amazon Marketing Cloud to build custom attribution models that properly credit awareness and consideration touchpoints. According to Digiday, multi-touch attribution models can reveal that upper-funnel campaigns drive up to 30% of final conversions.
6. Optimize with Frequency Capping
Too many ad impressions create fatigue; too few fail to build awareness. Use DSP’s frequency capping features informed by AMC analysis to find the optimal impression frequency for each funnel stage.
7. Create Audience Suppression Strategies
Prevent wasted spend by suppressing audiences who’ve already converted or are unlikely to purchase. Use AMC to identify these segments and exclude them from your upper and mid-funnel campaigns.
To explore more tactics, visit the comprehensive guide on DSP full funnel strategy roadmap.
How AMC Solutions Drive Data-Driven Decisions
AMC solutions transform raw advertising data into actionable insights. The platform allows you to run custom SQL queries against your campaign data to answer specific business questions. Here are key use cases:
Overlap Analysis: Determine how many customers saw both your DSP and Sponsored Ads campaigns, helping you understand incremental reach versus duplication.
Path Analysis: Identify the most common paths to conversion. You might discover that customers typically see three DSP impressions before clicking a Sponsored Product ad and converting.
New-to-Brand Measurement: Accurately measure how many new customers your full funnel strategy is attracting versus existing customer repeat purchases.
Audience Building: Create sophisticated audience segments based on complex behaviors, like “customers who viewed the product page 3+ times but didn’t purchase within 30 days.”
Leading Amazon Marketing experts recommend running weekly AMC analyses to continuously optimize your full funnel approach. Partner with Amazon Marketing Services providers who have proven AMC expertise.
Working with Amazon Marketing Experts
Building an effective full funnel marketing strategy requires specialized knowledge of Amazon’s advertising ecosystem. While some brands manage campaigns in-house, many achieve better results by partnering with experienced agencies.
An Amazon Marketing Agency India or other regional specialists can provide:
- Strategic Planning: Developing cohesive campaigns that align with business objectives across all funnel stages
- Technical Expertise: Managing complex DSP campaigns and AMC analytics
- Creative Development: Producing compelling ad creative optimized for each funnel stage
- Continuous Optimization: Using data insights to refine targeting, bidding, and messaging
When evaluating Amazon Online Marketing Services providers, look for agencies with:
- Proven case studies demonstrating full funnel success
- Certified Amazon Ads professionals
- AMC analytical capabilities
- Transparent reporting and communication
Resources like this guide on building a full funnel strategy with Amazon DSP and comprehensive DSP marketing strategies can help you evaluate agency expertise.
The best Amazon Marketing Agency will customize their approach to your brand’s unique needs rather than applying a one-size-fits-all strategy. Additionally, check resources like this Amazon DSP advertising guide to understand what quality DSP management looks like.
Measuring Success Across the Funnel
Different funnel stages require different success metrics. Here’s how to measure your full funnel strategy effectiveness:
Upper-Funnel Metrics (Awareness):
- Reach and impressions
- Video completion rate
- Brand lift (measured through Amazon Brand Lift studies)
- New-to-brand audience size
Mid-Funnel Metrics (Consideration):
- Click-through rate (CTR)
- Detail page view rate
- Add-to-cart rate
- Engagement time with content
Lower-Funnel Metrics (Conversion):
- Return on ad spend (ROAS)
- Cost per acquisition (CPA)
- Conversion rate
- Total sales attributed
Amazon Advertising Services should provide comprehensive reporting across all these metrics. The key is understanding that upper-funnel campaigns may have lower immediate ROAS but drive significant downstream conversions when properly measured through AMC.
Set realistic expectations for each stage. Upper-funnel awareness campaigns typically show their true value over 4-8 weeks as those initial impressions influence future purchase decisions. This is where Amazon Marketing Service expertise becomes invaluable – experienced practitioners understand these longer conversion cycles.
Conclusion
Building a successful full funnel strategy using DSP and AMC insights is essential for brands competing in today’s Amazon marketplace. By leveraging the targeting precision of the Demand Side Platform and the analytical power of Amazon Marketing Cloud, you can create cohesive campaigns that guide customers from awareness to conversion.
The seven tactics outlined in this guide – from customer journey mapping to sophisticated AMC attribution – provide a framework for developing your comprehensive full funnel marketing strategy. Remember that this approach requires patience, as upper-funnel investments often take time to show their full impact on your bottom line.
Whether you manage campaigns in-house or partner with marketing services Amazon specialists, the key is maintaining a data-driven approach informed by AMC insights while continuously testing and optimizing across all funnel stages.
Take Your Amazon Advertising to the Next Level
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Our team of Amazon Marketing experts has helped hundreds of brands achieve breakthrough results through strategic full funnel campaigns. We combine deep platform knowledge with data-driven optimization to deliver measurable growth.
Contact us today to discover how our Amazon Marketing Service can transform your advertising performance and build a winning full funnel strategy for your brand.
