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What Advertisers Need to Know



What Advertisers Need to Know

With over nine million marketplace sellers across Amazon, it’s becoming increasingly difficult for brands to stand out—even as today’s consumers shop online more every day. And if you’re not actively engaging and re-engaging your potential customers, your competitors will be.

The good news? Advertising to the audiences available within the Amazon Demand-Side Platform (DSP) can help increase your brand awareness both on and off Amazon, reaching new and existing audiences. Through Amazon’s DSP, you can keep your brand messaging consistent with a full-funnel strategy. And its capabilities are only amplified when leveraging it in conjunction with Amazon Marketing Cloud.

In this article, we’ll cover:


Amazon DSP — also known as the Amazon Demand-Side Platform — enables advertisers to programmatically buy video, audio, and display ad placements, using available data to target consumers on and off of Amazon.

Advertisers are increasing investment in Amazon DSP, which allows brands to use Amazon’s incredible targeting capabilities in showing ads not only on Amazon owned-and-operated web properties, but also those that it does not control.


You can use Amazon DSP to reach audiences on:

  • Amazon website
  • Fire TV
  • IMDb
  • Freedive (IMDb Streaming)
  • Kindle
  • Apps
  • Published Partners
  • Twitch
  • Third Party Exchanges
  • Digital Signage Ads

Looking at recent data from Tinuiti’s Q3 2022 Amazon Ads Benchmark Report, investment in DSP was on the rise QoQ thanks in part to the video capabilities of DSP, and an overall investment increase to boost Prime Day sales.

Line chart showing Amazon DSP Spend and Impressions rising in 2022 while CPM decreases


The report found:

  • Outside of the Ad Console, advertisers also ramped up investment in the Amazon Demand-Side Platform (DSP) in Q3, with spend growth soaring from 11% in Q2 to 35% in Q3. Prime Day was a key reason for the acceleration, as brands not only spent big during the event, but also advertised more in the leadup to Prime Day to build awareness and consideration, as well as after the sale in order to retarget shoppers

  • Video continues to become a more important part of advertiser investment in the Amazon DSP, with spend share attributed to video ads up from 5% in Q1 2022 to 9% in Q3 2022. The share of spend attributed to connected televisions has also increased throughout the year, up from 4% in Q1 to 6% in Q3

  • In Q3 2022, 58% of Amazon DSP spend and 46% of impressions went to properties owned and operated by Amazon, including the primary Amazon website and app as well as other sites like IMDb


New & Notable Updates to Amazon DSP—Twitch Display Inventory

As with all things Amazon, they are continually working to improve and expand the options for the DSP. Although Twitch audiences have been available within the AMZ DSP for a while, Twitch display inventory is a more recent addition that just dropped in December 2022.

Screenshots of Amazon DSP ads on Twitch Stream and Twitch search results page


As noted in Amazon’s announcement, “advertisers can incorporate Twitch into their web display campaigns as non-guaranteed open auction inventory,” which includes Twitch’s Stream Display and Standard Display ad inventory.

  • Stream Display: These 728×90 ad creative units display below Twitch’s video player
  • Standard Display: These 728×90 and 300×250 ad units are served on Twitch browse pages

Twitch content and usage is only continuing to grow, meaning there is a large and expanding audience available to target. Audiences can be built within the AMZ DSP from Twitch streaming content to engage with users based on channels, genres, and games with a 30-day lookback window.

As Stuart Dooley, Sr. Manager, Marketplaces at Tinuiti shared in his top takeaways from Amazon unBoxed 2022:

“Amazon continues to grow the Twitch audience—and the reach that Twitch has—making it an important avenue to consider adding to your marketing mix, helping ensure the right advertisers are being served to the right audience at the right time and location.”


Amazon DSP vs. Sponsored Display

Most brands using Amazon DSP are also running full-funnel Sponsored Ads campaigns, to include Sponsored Products, Sponsored Brands, and Sponsored Display. While DSP and Sponsored Display share some similarities, they function differently, and can help in achieving complementary goals.

Key similarities and differences include:

  • Placements: Both DSP and Sponsored Display ads can reach prospective customers through display advertising, on and off Amazon. Where DSP gains an edge is in its more advanced custom creative capabilities and available placements. In addition to display ads, video and audio placements are also part of DSP, helping you reach the widest potential audience

  • Pricing Model: Amazon DSP ad costs are based on a CPM model (cost per 1K impressions). While CPM is an option for Sponsored Display ads, these are typically run on a cost-per-click (CPC) model. This makes sense considering many DSP ads (ie. audio ads) aren’t clickable, but serve an important role in building awareness

  • Availability: Amazon DSP can be used by brands selling on Amazon, as well as brands who aren’t selling on Amazon, but who want to leverage Amazon insights in their targeting. Sponsored Display ads are only available to Amazon sellers and vendors. That said, SD presents an incredible opportunity for advertisers to access Amazon’s valuable display inventory without the higher requirements of DSP

  • Where Ads Direct Shoppers: Sponsored Display ads can only be set to direct to pages on DSP ads, however, can lead prospective customers to pages on, or their own brand website


Amazon DSP is available as a managed or self-service option, with ad costs varying by ad format and placement. As noted by Amazon, the managed DSP option, which is handled by Amazon’s internal team, “typically requires a minimum spend of $50,000 USD.” With this minimum in mind, many advertisers choose the self-service DSP route.

Self-Service DSP Requires an Agency Partner

It’s important to note that unlike Sponsored Products, Sponsored Brands, or Sponsored Display ads, leveraging DSP requires that you work with an Amazon Ads Agency Partner like Tinuiti. This makes them less fully self-service than other ad types that brands can opt to run on their own or through an agency, but doesn’t require the hefty minimum spend of having Amazon manage your DSP campaigns.



Image showing one of the potential placement locations for a DSP display ad on Amazon's website


Amazon DSP is available to brands who sell products on Amazon (vendors and third-party sellers), as well as those who don’t sell on the platform. It is currently available in more than a dozen countries, including the US, Canada, and Mexico in North America.

Amazon DSP is best for brands who want to:

  • Programmatically buy display, audio & video ads at scale

  • Expand their customer reach beyond by utilizing Amazon audiences and placements

  • Leverage Amazon Audiences, but cannot sell their product through Amazon


It’s becoming increasingly difficult to have any marketing conversation without a primary topic being first-party data. By now, we all understand the importance and value of privacy-compliant 1P data, and are always looking for new ways to both collect and leverage it. And as for which retailers have the largest quality and sheer quantity of first-party data to work with, Amazon is very high on the list.

‘Amazon Shoppers’ is probably as close to ‘everyone’ as it gets in advertising.

DSP enables advertisers to reliably reach their desired audience among Amazon shoppers—both on Amazon, and off—thanks to Amazon’s wealth of shopper data and targeting features. Advertisers can target Amazon shoppers based on key demographics, interests, shopping behaviors, specific geos, and more. Who is included in ‘Amazon’s shoppers?’ Just about everyone reading this.

According to stats shared by Amazon, they have 300+ million active customer accounts, and “Amazon Advertising reaches 96% of all U.S. adults ages 25-54 every month.”

Amazon offers audience insights to help advertisers understand their audience based on:

  • Demographic trends
  • Temporal trends
  • Brand engagement

With this information, you can add demographic targeting into your upper-funnel strategies, such as targeting a specific age group. This can be especially helpful if you have a limited budget and need to limit your audience reach.

Prospecting with DSP audiences

There are two different ways to use audiences on DSP:

1. Advertiser Audience (aka using your company’s first-party data)

This is a great choice if you already have a lot of data on your customers and prospects. By using pixels, DMP audience transfers, and/or CRM data, you can reach Amazon customers who have already engaged with your brand.

For example, you can:

  1. Upload a list of customer or prospect emails into DSP and run a targeting strategy off of that audience
  2. If you place a pixel on your site for retargeting, you can also create a lookalike audience based off of that pixel

2. Amazon Audiences

Amazon’s Audience Solutions let you target audiences based on demographic information—including age, income, or education level—as well as their interests and behaviors.

Image titled “Behavioral Targeting: Unique Amazon Audiences” containing Lifecycle segments (upper funnel), in-market segments (middle funnel), and Retargeting (bottom funnel)


For behavioral targeting campaigns, Amazon Audiences segments include:

  1. Lifestyle segments that reflect broad interest groups (such as homeowners)

  3. In-market segments based on what customers have recently searched for or browsed

  5. Retargeting segments made up of Amazon shoppers who have viewed but not purchased your products

Conquesting campaigns can even be leveraged by targeting customers looking at competitor ASINs/products.

example of conquesting AMZ Display Evenflo ad on a Graco PDP


Amazon Audiences is one of the biggest benefits of using Amazon’s DSP. Using audience insights helps you understand how and when your audience shops, which in turn makes it easier for you to build out retargeting campaigns based on your audience’s data and behavior.

Amazon DSP enables brands to target a wider range of potential customers referred to as “in-market” or “lifestyle” shoppers.

In-market Audiences are leveraged to reach customers who are most likely to take action or make a purchase based on their search, browse, or purchase behavior in the past 30 days.

Examples might include shoppers who recently perused or purchased:

  • “Nutrition Bars”
  • “Baby Apparel”
  • “Headphones”

Lifestyle audiences reflect broader interest groups. Advertisers can reach lifestyle audiences to plant their brand in the minds of shoppers who have regularly shopped for related products in the past year.

Examples might include targeting:

  • “Foodies”
  • “Harry Potter Fans”
  • “Pet Lovers”


Custom Audience Building

The ability to build custom audiences in DSP is another major distinguishing factor from Sponsored Display. Advertisers can target an array of unique audiences based on available shopper data. This can include audiences based on how shoppers have interacted with your brand, or their behavior in regard to products related to yours on Amazon.

DSP also gives advertisers the opportunity to reach audiences based on very specific behavior. For example, in October 2021, Amazon DSP launched the ability to Create custom-built audiences using Store interactions. And in November 2021, Amazon Ads launched their first “physical store signal” in the DSP, enabling US advertisers to Create custom-built audiences using Whole Foods Market physical store purchases. Think of how these audiences might benefit your brand, and what ASINs you’d want to include in campaigns for each.

Creating custom audiences gives advertisers a chance to really dive into the data, and strategically experiment with new audiences based on their findings. This is where experience and expertise come into play, helping to spot opportunities and unique angles to approach them.


Brands can use DSP to re-engage shoppers that have high purchase intent for your products in a few ways, retargeting shoppers who:

  • Pixel-based – Visit your brand’s site
  • Product view remarketing – Viewed a product detail page of selected ASINs
  • Product purchase remarketing – Purchased selected product(s)
  • Similar product remarketing – Browse products similar to yours
  • Subscribe and Save – Targeting consumers who have active subscribe and save for selected product(s)


Through Amazon DSP, you can programmatically reach your audiences across both Amazon’s own sites and apps (like IMDb) and leading publishers’ sites. Here’s how Amazon ads fit throughout the funnel:

Marketing funnel illustration with Amazon DSP providing awareness, consideration, purchase intent, and purchase experience

Ad Console campaigns mostly cover the mid- to low portion of the funnel. These campaigns work towards driving purchases, while DSP works throughout the whole advertising funnel from awareness to purchase. Having the capability to retarget customers through DSP keeps your brand top-of-mind for prospects and previous customers.

In this post, we’ll focus specifically on the mid-and upper-funnel advertising strategy: the consideration and awareness buckets. The targeting strategies we’ll cover work for businesses that sell both on and off Amazon. These upper-funnel campaigns will ultimately help you fill your retargeting campaigns and grow the number of people you target at the bottom of the funnel.

“When advertisers see a retargeting ROAS that has plateaued, we often recommend considering a full-funnel Amazon strategy. This allows for increased scale, reaching consumers who are interested or “in-market” but not necessarily dedicated to a specific brand. Those consumers are then led down the funnel to help fuel the audience pool for future retargeting efforts.” 

Portrait of Natalie SamsonNatalie Samson, Marketplaces DSP Senior Manager at Tinuiti

Now that you know how to target the right audience, it’s time to create some ads. Here are four main ad types available to your brand through DSP.

1. Responsive eCommerce Creative (REC)

Responsive eCommerce Creative first became available to all advertisers on Amazon DSP in January 2021, and has grown to be a very popular ad type. When creating an REC, advertisers can place up to 20 different ASINs into the build, and choose up to 10 different supported ad sizes that will auto-populate based on line item goal type and ad format.

These ads allow for easy ad creation and machine learning optimization. If a product goes out-of-stock, RECs will automatically pause that ASIN in the list and auto-populate based on the other listed ASINs.

Product listing for illy Coffee on


Note: Dynamic eCommerce Ads (DEA) are no longer supported and have been replaced by Responsive eCommerce Creative (REC).

2. Static ads

R+Co static ad on Amazon


Static ads don’t have any dynamic elements, so they need specific calls-to-action, like “Shop Now.” We recommend using these ads as mid- and upper-funnel tactics to draw shoppers in and help grow brand awareness. These ads lead back to an Amazon storefront, product detail page, or custom landing page.

3. Video ads through DSP

Video is a great way to tell your brand story and create an emotional connection with your audience. Video ads through DSP can run within video content (in-stream video) or as part of a display ad (out-stream video). You can link your video ads through DSP to a product detail page on Amazon or to your own site. Creating video ads through DSP also means you can leverage Amazon’s audiences to target the right shoppers.

4. Over-the-top video ads (OTT)

Amazon’s OTT ads also run on the DSP platform. These non-skippable, full-screen ads are a great way to reach millions of people on connected TV sources (like the Amazon Fire TV Stick). You can target specific Amazon audiences, but keep in mind that these ads are not clickable.

illustration of upper funnel marketing labeled awareness and consideration

Before you dive into the upper-funnel strategies, make sure that your product is retail-ready, ensuring your:

We also recommend running Ad Console campaigns for branded searches at the same time. If your DSP efforts work, and you increase your brand awareness, you will also see an increase in branded searches.

Not every product has a budget for a full-funnel approach and not every product makes sense to run year-round, full-funnel strategy. That said, you need to make sure you have an always-on approach to retargeting, then layer in mid- to upper-funnel efforts as needed.


Bar chart titled “Areas Where US Agencies/Media Owners Expect to Increase Expenditure, May 2022” with measurement and DSP services in the top three


Amazon Marketing Cloud—Amazon’s data clean room solution—provides advertisers with a wealth of data they can leverage in building their strategies and scaling their campaigns. AMC gives you everything you need to see success—once you take the time to learn how to really use it to help in uncovering the insights that would otherwise be unavailable.

As we all know, Amazon offers full-funnel advertising options, but before Amazon Marketing Cloud was launched, it wasn’t easy to understand (and act upon) the ways in which all those options were working together, and influencing each other’s performance. AMC helps advertisers analyze the full picture of their Amazon performance across all marketing avenues.

As a privacy-safe repository for all available data—including your own uploaded data (CRM data, in-store sales, etc.), DSP data, and data from your Sponsored Products, Sponsored Brands, and/or Sponsored Display campaigns—AMC provides that much-needed holistic understanding of what is working, what isn’t, and what the next steps should be.

AMC offers:

  • Performance Insights
  • Journey Analysis
  • Audience Insights
  • Media Analysis

As Maddie Barton, Director of Marketplace Programmatic at Tinuiti, shared in a recent interview for Amazon’s blog

“You are better positioned to tap into the full potential of AMC if you use sponsored ads as well as Amazon DSP. You can use the signals in AMC to bridge those ad types and develop an insight-backed narrative to shed light on connections between the two.”

How Amazon Marketing Cloud Works infographic

Aly Fields and Mike Cooper also shed a bright light on the topic in a recent webinar—A Performance-Based Approach to Amazon DSP.

Aly Fields and Mike Cooper lead Amazon DSP webinar

Some key takeaways from their information-packed webinar include:

  • AMC is the answer to, “How is everything working together?” The measurement issue has historically been that Amazon Seller Central and Amazon DSP are separate platforms, and data is not shared between them. This meant that when running both Search and DSP ads, a clear understanding into how the two were working together wasn’t available pre-AMC

  • AMC helps determine if things are working as intended so you can adjust when and where necessary. AMC brings a richer understanding of your media mix performance, helping you answer those simple questions that matter most, like whether your awareness campaigns are actually resulting in consideration further down the funnel

  • AMC helps answer previously unanswerable questions…with the right query as its prompt. When seeking an answer from AMC, you must first start with a digestible query. AMC offers a pre-loaded query library to choose from, but custom queries can also be created. For examples of custom queries we’ve created for our clients—and the results those queries helped us achieve—see our comprehensive guide to the Amazon Marketing Cloud. You’ll also find more information there about the custom AMC reports Tinuiti teams are able to create for clients, including our Media Mix Analysis, Tentpole Event Analysis, and New-to-Brand reports

Want more information on AMC? Check out the below:

Amazon Marketing Cloud 101: How to Revolutionize Your Marketplace Capabilities
Demystifying Amazon Marketing Cloud’s Attribution Model
Behind the Numbers podcast episode with Nirish Parsad and Aly Fields

When R+Co first launched on Amazon their products quickly flew off the shelves. They were operationally healthy and had amazing reviews, but things began to slow down a bit over time.

The Tinuiti and R+Co teams had to go back to the drawing board and ask themselves:

  • What is it that we’re not doing?
  • What should we be folding into our advertising strategy to continue to see this growth on Amazon?

The answers to those questions led to investing more heavily in R+Co’s branding to take full advantage of the real estate on Amazon where they could showcase their creativity and brand story. With Amazon Stores being microsites that allow brands to create a customized experience within Amazon, the next steps were clear, and the Tinuiti team began designing and building out R+Co’s Amazon Store.

amazon dsp

R+Co already had high brand awareness from selling across other platforms, but wanted to make sure they showed up for relevant searches within Amazon — whether a shopper included their brand name or not.

With that buttoned-up, R+Co worked with Tinuiti to layer in a more full-funnel Amazon DSP strategy. Once fully implemented, R+Co saw the following performance increases:

  • Detail page views by 85%
  • Units sold by 70%
  • Total sales by 48%
  • Return on ad spend (ROAS) by 36%



Tinuiti and Poppi Amazon case study


When Poppi started working with Tinuiti, they already had one of the most essential components for success working in their favor: a high-quality, enjoyable product that fills a very real gap in the CPG space. Understanding consumers’ love of the sparkling, sugary sweetness that keeps them sipping traditional soda brands, Poppi set out to create a prebiotic-packed alternative that satisfied palates without the empty calories or chemicals.

Among Poppi’s priorities was better understanding the impact their Amazon media was having across the full marketing landscape—particularly, the in-store impact at Whole Foods stores.

Here’s how we approached their strategy, and answering that question:

  • Build Awareness: Capitalizing on the “new year, new you” trend popular amongst advertisers at year-end, Tinuiti leveraged Streaming TV and video assets to introduce new customers to the Poppi brand at a time when many folks are preparing to make health-focused updates to their diet. Awareness strategies continued into the new year, nurtured by repeated exposure with Amazon DSP and Sponsored Products ads, helping increase brand familiarity and trust

  • Track Key Metrics: AMC enabled Tinuiti to track certain metrics, including in-store sales, that were previously untrackable. With these insights available, we could see how many Whole Foods purchases were supported through Amazon media exposure

  • Building Loyalty from the First Sip – One Can at a Time: Remember that delicious product that Poppi offers? As it turns out, once people are aware of it and try it, they’re big fans! One month after being exposed to Poppi’s Amazon media campaign, Whole Foods customers converted over 1,100%

“Amazon’s Marketing Cloud (AMC) is providing new signals that help Poppi see a longer string of attribution across a complex multitouch media system. We love seeing a more complete picture of what ultimately drives customer acquisition and Tinuiti has been an incredible partner in not only understanding all AMC capabilities, but also how to put those insights into action.”

Graham Goeppert, VP of Digital Commerce & Media, Poppi

Poppi’s Amazon media campaign resulted in (January 2022 – July 2022):

  • 1,640% increase in new-to-brand customers
  • 4,730% increase in Whole Foods attributed purchases
  • 1,100% increase in Whole Foods customers converted after 1st month



Now you’re ready to start using Amazon DSP to fill your marketing funnel and improve your customer acquisition.

As a reminder, here’s your order of operations:

  1. Set goals for your DSP ads
  2. Identify your audiences
  3. Choose strategic placements
  4. Build out and execute your campaign
  5. Analyze and optimize
  6. Do it all again!

Interested in learning more about Amazon DSP? Contact us today for more information, and be sure to register for our 2-day 2023 Commerce Summit, with info-packed sessions on Wednesday, February 15, 2023 and Wednesday, February 22, 2023.

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How to Schedule Ad Customizers for Google RSAs [2024]



How to Schedule Ad Customizers for Google RSAs [2024]

It’s no wonder that responsive search ads have steadily grown in popularity in recent years. Through Google’s machine learning capabilities, RSAs provide a powerful way to automate the testing of multiple headlines and descriptions to ensure a closer match to user intent. The benefits are clear: RSAs mean broader reach, better engagement, and improved performance metrics.

However, all these benefits come at a significant (but reasonable) cost – they can be extremely difficult to manage, especially when it comes to updating ad copy to promote limited time offers.

I know this firsthand – I work with several ecommerce clients with promotions that constantly change. Not too long ago, I found myself going through the consistently tedious process of updating a client’s RSA headlines and copy. As I was making the changes, I thought to myself: “There must be a better way to update this ad copy. I shouldn’t have to use find and replace so many times while pausing and enabling my ad campaigns.”

After expressing this to my colleague, Jordan Stambaugh, the two of us agreed there must be a better way. But we’d have to make it happen. A few weeks later, we put that idea into action and created a more efficient process for updating RSA ad copy on a scheduled basis. If you want to try this process for yourself, just keep reading.

Responsive Search Ad Customizers 101: Basic Options & Execution

Before diving into the process of scheduling automatic updates for your RSA customizers, it’s essential to understand some key Responsive Search Ad fundamentals.

First, you can customize three main options within RSAs: the Attribute Name, the Data Type, and the Account Value. Each of these plays a vital role in personalizing your ads:

  • Attribute Name: This is essentially the identifier for the customizer. It is how you’ll reference the specific piece of information you’re customizing within the ad. For instance, if you’re running a promotion, you might name an attribute “Promotion.”
  • Data Type: This indicates the kind of data the attribute represents and it determines how the information can be formatted and used within the ad. Common data types include Text (for plain, non-numeric text), Percent (to represent percentage discounts), Price (to denote monetary values), and Number (for any numerical value).
  • Account Value: This is the default value for the attribute that you set at the account level. It acts as a fallback if more specific values aren’t provided at the campaign or ad group level.

For example, if you wanted to promote a 10% off discount using RSAs, you’d use the “Discount” attribute, a data type of “Percent,” and an account value of “10% off.” Then, when someone is searching for products, Google would test automatically inserting a copy regarding a 10% off promotion into your ad.

Once you’ve set up the right customization options, you can start to format your RSAs with customizers.

Here’s how:

  • Start by typing in {
  • Click on Ad Customizer then select your attribute
  • Google will populate your attributes that are already uploaded
  • For a simple offer, use the “Default text” attribute as a catch-all. This will ensure your ads run smoothly if Google can’t pull the right messaging from your RSA feed



How to Schedule Your Ad Customizers with a Feed

Now that we’ve covered the basics, let’s cover how to schedule your ad customizers.

Just follow this three step process:

1. Create the feed

Start by creating two sheets: The Parent sheet, and the Child sheet. The “Parent” sheet will act as the primary data source, while the child sheet will pull data from the parent sheet.

We’ll start by building the parent sheet. After opening the sheet, start by renaming the active tab to “Promotions.” Don’t skip this step, it’s crucial for referencing this range in formulas later on.

In your “Promotions” tab, head to the top row and label columns A, B, and C with the headers of your ad customizer attributes. For example, you might have “BrandSaleHeadline” as your attribute in column A, “text” as the Data Type in column B, and “Shop the Collection” as the Account Value in column C.

Once your headers are in place, move to cell C2. Here, you’ll input the expression =lookup(today(),F:G,E:E). This formula will play a key role in dynamically updating your RSA customizer based on the current date.

Next, go to columns E, F, and G, which will be used to manage your scheduling. In these columns, you’ll list out the different values your chosen attribute might take, alongside their corresponding start and end dates. For example, under the “BrandSaleHeadline” attribute, you might schedule various promotional headlines to appear during different sale periods throughout the year.

Here’s how your sheet might look:

Now look back at the first 3 columns on your sheet. They should look like this:

Now create a second sheet. We’ll call this sheet the Child sheet. It’s going to automatically pull in data from the parent sheet you just created, and will be the one you link to Google Ads later on.

Columns A, B and C will be almost identical to the child sheet, but we will be using a special formula later so we can automatically populate this. So, start by labeling Row 1 Column A “Attribute,” then the next column as “Data type,” then column C as “Account value.” 

Then go to C2 and use this expression to populate the right account value from the parent document: =importrange(“[PARENT DOCUMENT URL HERE]”,”Promotions!C2″)

Your sheet should now look like this:

We recommend adding a date range with default text for any days you’re  not running a promotion. In the example above, we have “Shop Our Collection” appearing as default text.

2. Input attributes

Once you have your feed created, the next step involves inputting your attributes into the Google Ads platform. This can be done either manually or through a bulk upload.

For the manual approach, navigate to “Tools & Settings” in your Google Ads interface, then go to ‘Setup’ followed by “Business Data.” Here, you’ll find an option for “Ad Customizer Attributes.” Click the plus sign to add your attributes. It’s crucial to use the same attribute names that you’ve established in your Parent Google Sheet template to ensure consistency and proper data synchronization.



Alternatively, if you prefer the bulk upload method, again head to “Tools & Settings.” This time, select “Bulk Actions” and then “Uploads.” For this process, you only need to upload columns A to C from your template. 

Be aware that it might take some time for your uploaded attributes to be reflected in the business data section of Google Ads.

3. Set up an automatic schedule

At this point, you’ve almost finished scheduling your ad customizers. Navigate to Tools & Settings, then Bulk Actions, then Uploads, then click the Schedules tab at the top. Select your Child Google Sheet as the data source, and share your Google Sheet with the appropriate email.



And there you have it – Google will automatically pull in the data you populated in the sheets into your RSAs.

Common Challenges When Scheduling RSA Ad Customizers

When we test these sheets with our clients in the wild, we’ve uncovered five common challenges. Be on the lookout for these issues – solving them before they happen can save you a lot of trouble down the line.

Not scheduling your upload when the site changes 

The first and most significant hurdle is the mismatch between the scheduled data upload and website content updates. For instance, if the Google Sheet is set to upload at 11 am, but the website changes occur at 3 pm, there’s going to be a discrepancy where the wrong message could be displayed for several hours, or new messaging could appear prematurely. Conversely, if the website updates happen before the scheduled sheet upload, outdated promotions might linger until the new data is imported. Synchronizing these schedules is crucial; it’s best to align them so updates occur simultaneously.

Skipping QA during a message change

Another pitfall is neglecting quality assurance (QA) during message updates. It’s vital to regularly check the business data section to verify that the correct values are in place post-update.

Issues with the IMPORTRANGE function

Then there’s the technical aspect of setting up the IMPORTRANGE function correctly in the Google Sheets template. The ‘child’ template must reliably pull data from the ‘parent’ sheet. If this function isn’t configured correctly, data won’t be imported as needed.

Not sharing access of the Google template for automatic uploads

Pay attention to your access permissions for the Google Sheets template. Google will prompt you with the email address that needs permission to access the ‘child’ sheet for automatic uploads. Overlooking the sharing of your sheet with this address will prevent the system from working.

Having date range gaps in your parent sheet

Lastly, a common oversight is leaving date range gaps in the ‘parent’ sheet. Every single date must be accounted for without overlaps. A practical tip is to have an ‘evergreen’ backup message ready, scheduled to run continuously, ideally through the end of the year, to cover any potential gaps.


Leveraging Google Sheets in conjunction with Google Ads to schedule RSA ad customizers is a game-changer for managing dynamic promotional content. This process not only streamlines your workflows but also ensures that your ads remain relevant and up-to-date, reflecting current promotions without the need for constant manual intervention. 

By adopting this method, you’ll save significant time and effort, allowing you to focus more on strategy and less on the minutiae of ad copy updates. Give it a try and experience a more efficient way to manage your RSAs, keeping your campaigns fresh and engaging with minimal hassle.

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10 Advanced Tips for Crafting Engaging Social Content Strategies



10 Advanced Tips for Crafting Engaging Social Content Strategies

In 2023, there are a total of 4.89 billion social media users worldwide. One of the many reasons you should build your brand’s presence on social media is to capture a slice of this pie.

So, if you’re a marketer wanting to crush it online — this is your time to take action. The social presence of billions of users shows great potential to connect, engage, and build lasting relationships with your target audience.

The real power lies not just in being active on social media networks but in planning social media goals in advance and crafting engaging social media content strategies that make a meaningful impact.

And creating one isn’t as easy as it sounds. It requires a thoughtful approach that goes beyond the basics.

To help you accomplish your social media goals, we’ll cover ten advanced tips that you can use to craft an engaging social media content strategy.

1. Conduct A/B Testing

A/B testing allows you to optimize your social media marketing strategy based on insights and social media metrics.

Experiment with different content formats, headlines, captions, and visuals to see which format performs better.

You can also try different content styles and focus on visual content, which is 40x more likely to be shared on social media.

Example: Test two different headlines for a product announcement social post and use the one that users engaged with and shared more. You’ll need to track social metrics like reactions, shares, and new followers during your test.

2. Personalize your content

Before creating a social media marketing plan or content calendar, segment your audience based on demographics, behaviors, and interests.

Craft tailored messages for each segment and find social media content ideas for that target audience.

And to encourage them to engage with you, publish funny content. 80% of marketers say that funny content is the most effective form of social media posts.

Example: Tap into Instagram retargeting ads to promote personalized product recommendations to customers based on their past purchase history.

3. Embrace User-Generated Content (UGC)

User-generated content is a powerful way to build trust, gather a sense of community, and increase engagement rates.

Encourage users to share their experiences and stories about your brand.

Plan a posting schedule using social media tools, highlight, and feature UGC in your content, and give credit to the creators to showcase the authenticity.

Then, create a dedicated UGC marketing campaign.

Example: Invite customers to share photos of themselves using your product with a branded hashtag. Comment on and share these photos on your company’s social media (with permission, of course), thanking the participants for joining in on the fun.

4. Incorporate influencer collaboration

Partner with influencers in your industry who have high engagement rates. 67% of marketers agree they prefer working with micro-influencers with 10k-100k followers or subscribers.

Collaborating with influencers allows you to tap into their social networks and leverage their credibility to boost engagement.

Use social media management tools to co-create content, host giveaways, or collaborate on campaigns aligning with your brand and the influencers’ style to extend your reach and gain engagement.

If your target audience is Gen Z, you can prefer Instagram Reels for influencer marketing.

For context, look at the stats below:

1701077164 213 10 Advanced Tips for Crafting Engaging Social Content Strategies

Example: Partner with a fitness influencer to promote your health supplements through workout videos.

5. Use interactive elements

To accomplish your social media marketing goals, you can engage people to interact with your brand via polls, quizzes, and surveys. Encourage them to participate and share the results.

Incorporating interactive elements into your social media marketing strategy will spark active participation between your social media team and audience, making them more likely to engage and share opinions.

Example: Host a poll on X (formerly Twitter) to let your audience choose the next product feature you’ll develop or the types of content they’d like to see.

6. Leverage user reviews and testimonials

Showcase user reviews and testimonials as part of your content strategy. Highlight positive feedback and make improvements by taking accountability for negative feedback.

Incorporate these testimonials into your social media strategies to create dedicated reviews or testimonial videos. Sharing this social proof helps build trust and credibility with your audience.

Example: Feature video social proof of a satisfied customer explaining how your software improved their business.

7. Create long-form content

While social media platforms are mostly known for short-form content, they’re switching gears to focus on long-form content.

It’s great, especially if your business receives great engagement on X (formerly Twitter).

“Long-form posts on the microblogging platform are now at 3 billion views per day and rising.”, said Elon Musk, the owner of X.

“This is roughly on par with all newspaper articles views on Earth,” he continued.

1701077165 831 10 Advanced Tips for Crafting Engaging Social Content Strategies

Educational content and case studies tend to work great on LinkedIn. Additionally, blog posts can also help you establish your brand as an authority in your industry.

Publishing compelling content is a great way to increase engagement and shares. You can also repurpose educational content on multiple sites and tailor it to each platform for the best results.

Example: Publish content about challenges and opportunities your company faced and how it helped you increase return on investment.

8. Collaborate with other brands

Collaborate with complementary brands or businesses for promotional content.

As part of your digital marketing strategy, come up with mutually beneficial collaboration ideas that can help you both increase reach and tap into ideal customers.

Joint campaigns, cross-promotions, or co-sponsored events are great ways to use the power of collaboration.

Example: Team up with a travel agency to promote your hotel and their vacation packages through a joint social media campaign.

9. Emphasize customer service

Social channels aren’t just a source for publishing content but also for providing excellent customer service.

Marketers these days actively invest in building social media communities to better connect and interact with potential customers.

Respond promptly to inquiries, comments, and feedback from your audience. Show them you genuinely care about them by addressing their concerns and providing helpful solutions.

This level of engagement can build customer loyalty and community building.

Example: Respond to customers’ support requests on social accounts and resolve their issues within a few hours.

10. Monitor trends and stay updated

Stay updated with social media trends, algorithm changes, and content formats. Track performances, content audits, and social media KPIs.

Experiment with new features or types of content introduced by social media channels.

Plan your social media content calendar based on engagement metrics. Keep an eye on what your competitors are doing and identify strategies that work well in your industry.

Out of all content types, short-form videos are taking the spotlight. Research states that 64% of shoppers ended up making a purchase after seeing branded video content on social platforms.

Example: If video content is becoming popular on social platforms, create your social media content strategy around it.

You might also consider incorporating data storytelling into your strategy. Why? More brands are moving towards storytelling in their social media posts.

This helps reach larger audiences and accomplish business goals. If you haven’t thought about it, give it a thought. The early bird catches the worm.

Final Words

And there you have it — ten advanced tips to level up your social media marketing strategy.

Test the waters with new features on social channels and plan your content marketing strategy accordingly.

With consistency and some creativity, you can increase your brand awareness and establish a strong foothold in the vast sea of social media.

Are you ready to boost your social media presence and accomplish all your business goals? Here’s to your success!

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3 Questions About AI in Content: What? So What? Now What?



3 Questions About AI in Content: What? So What? Now What?

In the United States, Thanksgiving will give us the needed break to take a collective breath.

I don’t know about you, but getting my bearings around the disruptions of generative AI presents an extreme challenge. Innovations come so quickly that once we think we have our arms around it, something new appears.

Almost one year into seeing what generative AI can do for content creation and marketing strategies, OpenAI has introduced custom GPTs for those who pay for access.

You can build custom ChatGPT applications to use the tool’s newest capabilities to do things specifically valuable to you. For example, your company could upload 10 years of blog articles and instruct the custom GPT to use the knowledge gained from the content to formulate answers to questions on the blogs’ topics. In theory, you get the depth and breadth of ChatGPT’s large language learning model focused on your knowledge base and able to take specific actions, such as sending an email or automating a task.

Impressive. But sheesh. What does that do to your plans to integrate tools into your marketing workflow? It seems like one of a hundred things that you’re supposed to pay attention to right now.

Time to reflect

If your time frees up this week either because of the holiday or because the Americans are on holiday, take a moment and reflect on these disruptions to your current marketing and content efforts.

A little more than 20 years ago, a nursing professor at Swansea University published a helpful framework for self-reflection and communication. His exercise has helped me in times of disruption, and perhaps it can be for you as well.

Answer a few questions that fall into three stages – what, so what, and now what?

  • What? Describe what has happened simply and objectively – without judgment or interpretation. Some helpful prompts: What happened? What did you observe? What events occurred? What is the current situation?
  • So what? Answer questions about what you know now that you didn’t know. You can introduce emotions. Some helpful prompts: What did you learn? What difference have the events made? Answer as yourself or within the context of your team or company.

    If it’s just you, potential questions could be: Did what happened clarify an interest? Did you hear or feel anything that surprised you? How is your experience different than what you expected? What do these events mean to you?

    If you answer on behalf of a team or group, you can ask the self-questions along with these prompts: What do these events suggest to you about this group? How might the group work better or worse with these events? How were decisions made or not made based on these events?

  • Now what? Reflect on your future actions based on the first two steps. These broader implications react to what happened. Questions center on defining and looking at the root cause: What would contribute to a successful response? What would be in the way of successfully navigating through this? What learning has now occurred, and how can I/we apply this learning?    

Ask your team to do this same exercise. When you meet back up, create a workshop or team gathering where you discuss the answers and determine where opportunities may exist.

Real reflections aren’t hot takes

If you find yourself thinking that process is basic, well, you’re right. These three questions – and the provocations that come from them – mirror a progression you’ve all tried to work through a problem. However, you don’t often do it for big disruptions in the moment. It’s just too easy to jump to the third step, “now what,” and confuse it with “what’s next.” You get overwhelmed by all the actions you can take.

You can see this challenge happening with the disruption of generative AI.

Check out this article that reflects on the disruption of generative AI in the video game industry. To make the case, it leverages Bain & Company research that “more than half of video game development process will be supported by generative AI within the next five to 10 years.” It uses “what happened” to make a case for “what’s next.” The author didn’t even bother to ask “so what” to reach the conclusion: “Microsoft wants AI to solve problems that game makers say they won’t actually have.”

If you reflect on what the Bain research actually said, you can see it’s almost the opposite of the Microsoft conclusion. The research plainly says few executives believe AI will reduce development costs. They say AI will not significantly impact talent and “do not believe it will replace the creative spark necessary for game development.”

By misinterpreting what happened and not asking, “So what,” the author jumped to predicting what’s next, which is almost useless to make any productive change to address what’s really happening.    

This is why working through this process is helpful.

Now, to be clear, hot takes are fun. I’m not suggesting you do away with predictions or the occasional response. Hot takes are a great way to start the conversation, not to finish them.

Take the time – and the process – to work it out. It’s not perfect. It’s also not meant to be a fail-safe way to predict the future. The three-question stages are meant to help you balance facts and feelings to make more productive and satisfying responses to the disruptions you face.

The process is meant to change your future, not by helping you see it more clearly but by helping you clearly see how you change it.

It’s your story. Have a wonderful, reflective Thanksgiving, and tell it well.

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Cover image by Joseph Kalinowski/Content Marketing Institute

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