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Constructing Audiences in AMC: Key Capabilities & Profitable Examples

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Constructing Audiences in AMC: Key Capabilities & Profitable Examples


Amazon


By Tinuiti Workforce

In at the moment’s data-driven advertising panorama, the power to ask the best questions is paramount. Amazon Advertising Cloud (AMC) emerges because the magic 8-ball of promoting options, providing advertisers a sturdy platform for exact analytics and strategic decision-making. For those who’re new to AMC, it’s a safe, privacy-friendly, devoted cloud-based measurement and analytics resolution launched in 2021.

Understanding the Worth of Amazon Advertising Cloud

Constructed on Amazon Internet Providers (AWS), AMC supplies a versatile setting that empowers advertisers with customizable reporting capabilities based mostly on event-level knowledge throughout numerous knowledge units. These knowledge units can embody each advertiser knowledge and Amazon Promoting knowledge, granting advertisers a complete view of marketing campaign efficiency. In essence, AMC equips advertisers with clear, cross-channel knowledge important for making knowledgeable advertising selections, a necessity in at the moment’s advertising panorama.

For a complete understanding of AMC fundamentals, Tinuiti’s AMC overview supplies all of the important details about the Amazon Advertising Cloud.

This text is a part of a collection the place we dive into particular AMC use instances. On this installment, we give attention to AMC Audiences, guiding you thru using audiences to deal with crucial enterprise questions, pinpoint key metrics, and strategically apply derived insights. View different entries on this collection right here.

What are AMC Audiences?

AMC rule-based audiences is a technique of viewers creation the place SQL-based logic might be utilized to alerts in AMC to create customized audiences for activation to Amazon DSP. This characteristic is out there to sellers each on and off Amazon, that means you possibly can leverage insights for DTC concentrating on as effectively. 

Audiences might be constructed off of first-party (1P) knowledge and alerts current in your AMC occasion, together with: Amazon DSP and sponsored adverts site visitors occasions, ad-relevant conversion occasions, first-party knowledge, and choose paid options tables. Advertisers can use these audiences to optimize KPIs via enhanced methods, similar to delivering tailor-made inventive, scaling attain, or extra exact concentrating on. 

Listed here are some examples of consumer behaviors that might outline an viewers phase that aren’t out there in ADSP:

  • Have engaged along with your sponsored adverts however not but bought
  • Have bought your merchandise previously however at the moment are lapsed prospects
  • Have been loyal prospects, producing excessive gross sales volumes over time
  • Clients who put an merchandise of their cart however didn’t purchase it 
  • AMC lookalike audiences

Lookalike audiences use AMC’s machine studying capabilities to scale a seed viewers, the preliminary group, whose behaviors are matched to potential prospects with related traits. This may be helpful to scale excessive worth audiences that could be comparatively small in dimension, similar to a model’s most frequent purchasers.

Methods to Measure Viewers Section Efficiency in AMC

To know how an AMC phase performs, you should take into account what a part of the acquisition journey the phase behaviors seize. For instance, an AMC viewers of cart abandoners are decrease within the buy funnel, so KPI targets ought to give attention to measuring conversion (ROAS, ACOS). Whereas, an viewers constructed based mostly on an viewers’s engagement with streaming TV campaigns goal the highest of the funnel, these KPI targets ought to give attention to measuring consciousness (clicks, Product Element Web page Views).

Actual-World Examples of Customized Audiences In-built AMC

Listed here are some examples of strategizing with AMC Audiences: 

Related Inventive Concentrating on

In the course of the summer season of 2023, Tinuiti recognized a vital hole in The Sincere Firm’s gross sales funnel on Amazon. Based mostly on an evaluation from April to July of 2023, virtually 25% of consumers who added an Sincere Firm product to their Amazon purchasing cart didn’t full their buy.

The Sincere Firm had no means of concentrating on these particular person prospects in an effort to encourage them to finish their purchases.

To bridge this hole, Tinuiti’s media staff partnered with The Sincere Firm to make use of AMC’s customized audience-building capabilities. Segmenting by product class, we sought to focus on cart abandoners from the final 30 days to drive up the conversion fee. Constructing audiences by class ensured that prospects solely obtained adverts that have been related to them. To do that:

  • Tinuiti made distinct segments based mostly on The Sincere Firm’s main product strains: Diapers, Wipes, and Magnificence.
  • Product-specific inventive was developed for search and show adverts and tailor-made to succeed in every of those three audiences.
  • Subscribe-and-Save choices have been known as out to maximise the potential lifetime worth of those conversions.

Outcomes (vs. marketing campaign common):

  • +172% ROAS
  • -65% New-to-brand CPA
  • -55% Subscribe and save CPA

Lookalike Audiences

Throughout Prime Day 2024, Tinuiti confronted challenges scaling a high-value viewers constructed from the consumer’s 1P knowledge that was too small a phase to successfully spend in opposition to. The media staff created a lookalike viewers based mostly on a seed phase of customers who subscribe to the model’s electronic mail publication, aiming to broaden attain whereas sustaining effectivity by concentrating on prospects with related behaviors. Leveraging the consumer’s 1P knowledge, Tinuiti developed a technique to scale this high-value viewers and launched DSP campaigns within the lead-up to Prime Day.

Consequently, the lookalike phase was capable of broaden attain at a decrease CPC and a rise on ROAS than the unique seed phase efficiency.

Outcomes from Prime Day (vs. seed phase efficiency)

  • +972% Impressions
  • -27% CPC
  • +194% ROAS 

“Constructing a lookalike viewers with AMC supplied scale in opposition to a high-value however area of interest viewers that helped us stand out from the noise throughout Prime Day.” 

Jordan Lampi Senior Specialist, Commerce Media at Tinuiti 

AMC Audiences: Key Takeaways and Subsequent Steps for Enhanced Conversions

AMC audiences enable advertisers to harness purchasing alerts to raised goal Amazon promoting campaigns. Methods might be refined all the way down to the inventive, presenting related messaging to the best prospects. For smaller buyer segments, lookalike audiences provide an answer to extend scale with out sacrificing efficiency. Moreover, manufacturers can leverage their 1P knowledge to drive advertising efficiency each on and off Amazon.

Whether or not it’s assist with activating AMC audiences or discovering direct actionable insights, we’ve bought instruments to boost your promoting technique. For those who’re seeking to dive deeper with the assistance of our specialists who perceive the distinctive panorama of AMC, take a look at our providers for Amazon or attain out to Tinuiti at the moment.

This put up was authored by Averie Lynch, Specialist of Strategic Providers at Tinuiti.



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Emarketing World Admin, the driving force behind EmarketingWorld.online, is a seasoned expert in the field of digital marketing and e-commerce. With a wealth of experience and a passion for innovation, Emarketing World Admin has dedicated their career to helping businesses and entrepreneurs navigate the complexities of online marketing and achieve their digital goals. Through EmarketingWorld.online, they provide valuable insights, strategies, and tools to empower others in the ever-evolving world of digital marketing.### Early Life and Introduction to MarketingFrom an early age, Emarketing World Admin exhibited a keen interest in technology and communication. Growing up during the rise of the internet, they were fascinated by the potential of digital platforms to connect people and transform businesses. 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