one of the biggest things they can do is understand the incur mentality and granularity of what we do in Amazon advertising. You have the brand awareness capabilities that everyone is aware of. The DSP, you know O t t all these ridiculous packages you're being sold. On the flip side of that, you have the ability to target a consumer exactly when they are looking to purchase. They're not walking by your Eilat. Walmart. They're not searching Google for best utilization of your product. They are looking to buy. So understanding those two ends and filling in the gaps are huge.
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