Here is 1 traffic idea to unlock additional traffic on Amazon, 1 quote, and 1 question to consider from me.
One Idea from Me
I started advertising on Amazon about 9 years ago and yes, things have changed a lot since then.
Leveraging advanced targeting strategies is essential for maximizing the effectiveness of your advertising campaigns. This newsletter explores the benefits of transitioning from Amazon’s “generic” Remarketing audience targeting to more sophisticated audience segmentation using Amazon Marketing Cloud (AMC).
By understanding customer behavior and strategically targeting audiences at different stages of the shopping funnel, you can enhance your Sponsored Display (and Sponsored Product/Brand) campaigns and drive better results.
The Importance of Granular Audience Segmentation
Are you still using Amazon’s generic Remarketing audience targeting for your Sponsored Display campaigns? If your campaigns are set to “(Similar to) Advertised products Lookback: 30 days,” you might be missing out on the potential of AMC to create more tailored and effective audience segments.
Here’s a list of AMC audiences you can consider for each part of the shoppers funnel – awareness, consideration and decision stage. To get access to this set of audience, you’ll need to have an AMC instance.
Top of the Funnel (Awareness Stage)
- Audiences exposed to Amazon DSP campaigns: This segment allows you to reach potential customers who are discovering your brand for the first time. By targeting users at the awareness stage, you can introduce your products and create brand recognition.
- Life Style – Interested in Arts & Crafts (or any other lifestyle category): Reach audiences whose shopping and entertainment activity suggests certain interest or lifestyle preferences.
Middle of the Funnel (Consideration Stage)
- Audience frequently exposed to your campaigns: Engage users who have seen your ads multiple times, reinforcing your brand message.
- Audience based on sponsored ads keywords: Target users who have shown interest in specific keywords related to your products, indicating their consideration.
- Audience that added to list or registry: Reach users who have taken the step to add your products to their lists, showing intent to purchase.
- Audience with multiple detail page views: Engage users who have viewed your product pages several times, indicating a strong interest.
- In-market audiences: Reach audiences whose recent activity suggests they’re likely to buy products in a certain category.
These segments help you connect with users who are actively considering your product and may need a little more persuasion to convert.
Bottom of the Funnel (Decision Stage)
- Audience that added to cart but did not purchase: Target high-intent users who are on the verge of making a purchase but have not completed the transaction.
- Audience of high-value, new-to-brand customers: Focus on attracting new customers who have the potential to become loyal buyers.
By targeting these high-intent users, you can drive conversions and foster customer loyalty.
Sum it Up
This isn’t a complete list of audiences, but it’s a great starting point. Plus, you can always create custom audiences for each stage of your funnel.
By shifting from generic targeting to AMC-powered audience segments, you can optimize your ad spend and maximize ROI. The insights provided by AMC allow for a more nuanced understanding of customer behavior, enabling you to tailor your marketing efforts more effectively in each part of the funnel.
Traditionally, one might use DSP/SB/SD campaigns for top of funnel and SP/SD for bottom of the funnel.
Now, you can use SP for top, middle and bottom of the funnel.
One Quote
“Opportunities don’t happen. You create them.” – Chris Grosser
One Question
Are you ready to make the switch and harness the full potential of your AMC audiences?
What I’m reading… started reading the 4-Hour Body by Timothy Ferriss. Monster of a book while reading a couple of others.