{"id":27452,"date":"2023-11-13T05:49:56","date_gmt":"2023-11-13T13:49:56","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=27452"},"modified":"2024-07-26T04:20:31","modified_gmt":"2024-07-26T12:20:31","slug":"5-amc-audiences-for-black-friday","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/amazon-marketing-cloud\/5-amc-audiences-for-black-friday\/","title":{"rendered":"5 Amazon Marketing Cloud Audiences For Black Friday","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Trying to avoid high CPCs and edge out your competitors on Black Friday and Cyber Monday? Custom audiences in Amazon Marketing Cloud can help.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You might be craving extra capabilities not available in Amazon\u2019s Ad Console or in DSP:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Instead of just advertising a sponsored ad on a set of keywords, for example, what if you could <strong>re-target shoppers<\/strong> who recently searched for those keywords, but didn\u2019t purchase yet?&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>What if you could reach people who seem to be in a gift-giving spirit, e.g. those who recently <strong>added a product to a gift list<\/strong>?&nbsp;<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In Amazon Marketing Cloud, tactics like this are now possible. All you have to do is create your own custom audience in AMC, and then push that audience to DSP.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In fact, we came up with five custom audiences you can build in AMC to level up your end-of-year ad strategy. If you\u2019re an <a href=\"https:\/\/www.intentwise.com\/amazon-marketing-cloud\">Intentwise Explore<\/a> user, you can take advantage of these new audiences today.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-are-custom-audiences-in-amazon-marketing-cloud-nbsp\"><strong>What are custom audiences in Amazon Marketing Cloud?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.intentwise.com\/blog\/amazon-marketing-cloud\/why-amcs-new-custom-audiences-tool-is-so-powerful\/\">Custom audiences<\/a> are groups of shoppers you can pool together in Amazon Marketing Cloud based on those users actions.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Almost any audience you can imagine, you can probably create. Make an audience of people who have viewed your ads 6+ times in a day, for example, or of people who have seen a DSP ad followed by a Sponsored Products ad.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Then, push the audience to DSP, and run ads targeting that specific group of shoppers\u2014or lookalike audiences of that group of shoppers.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These can be audiences you target directly, or audiences you negate from seeing your DSP ads.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The beauty of AMC audiences is they refresh automatically, so shoppers will cycle in and out depending on whether they meet the parameters.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For example, if you want to create an audience of shoppers that performed a certain action between 5 and 7 days ago, those shoppers will automatically move in and out of your custom audience as time passes.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-the-5-custom-audiences-you-need-for-the-end-of-the-year\"><strong>The 5 custom audiences you need for the end of the year<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Now that you understand how audiences work, let\u2019s talk about the top audiences for the holidays. While the possibilities of AMC audience creation are truly endless, we\u2019ve compiled a list of 5 specific audiences we believe are essential for tent-pole advertising events, like Black Friday and Cyber Monday.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">All of these, for the record, are easy to activate in <a href=\"https:\/\/www.intentwise.com\/amazon-marketing-cloud\">Intentwise Explore<\/a>. With our platform, you can create these audiences at scale, across all of your AMC instances. You don\u2019t need to write SQL to do it.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>#1. Shoppers who added to cart but did not purchase.<\/strong> Let\u2019s start with one of the most basic audiences around: Target shoppers who added a particular product of yours to their cart, but did not make a purchase yet.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can further refine the audience by setting your own custom time range. Let\u2019s say you decide that between 48 hours and 72 hours after a shopper adds to cart is the best time to re-target them.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can narrow down your audience so that you reach only shoppers who added in that time range.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>#2. Shoppers who added a product to a gift list or wish list but did not purchase. <\/strong>AMC lets you track all kinds of new actions that you normally can\u2019t see in DSP, such as shoppers adding a product to a gift list or a wish list.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The holidays are the season of gift giving. Gift lists and wish lists therefore give you the basis for a simple, efficient audience of potential gift givers: People who added a specific product to a gift list in the past week but did not make a purchase yet.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>#3. Shoppers who searched for a specific keyword but did not purchase<\/strong>. Let\u2019s say you have a specific keyword or set of keywords that you know are high converters for your product. These can be brand or non-brand keywords. For example, \u201ccoffee mug\u201d or \u201cBose headphones.\u201d&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can create an audience of people who searched for that keyword between a custom time range (say, 24 and 48 hours ago), but did not purchase. You already know they\u2019re in the market for a product very much like yours, and they searched for a target keyword of yours recently.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s a slam dunk re-targeting push that is only possible in AMC.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"524\" src=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/11\/Screenshot-2023-11-13-at-8.42.03-AM-1024x524.png\" alt=\"(View from Intentwise Explore) \" class=\"wp-image-27454\" srcset=\"https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/11\/Screenshot-2023-11-13-at-8.42.03-AM-1024x524.png 1024w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/11\/Screenshot-2023-11-13-at-8.42.03-AM-300x154.png 300w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/11\/Screenshot-2023-11-13-at-8.42.03-AM-768x393.png 768w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/11\/Screenshot-2023-11-13-at-8.42.03-AM-1536x786.png 1536w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/11\/Screenshot-2023-11-13-at-8.42.03-AM-560x287.png 560w, https:\/\/www.intentwise.com\/blog\/wp-content\/uploads\/2023\/11\/Screenshot-2023-11-13-at-8.42.03-AM.png 2036w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>#4. Purchasers who are not subscribers. <\/strong>If you sell a consumable product, and you want to get the most mileage out of your holiday shoppers, you probably want to convert them into subscribers.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AMC offers one of the simplest ways to reach people who seem to be on the verge of <a href=\"https:\/\/www.intentwise.com\/blog\/amazon-marketing-cloud\/how-to-grow-your-subscribe-save-customer-base\/\">Subscribe &amp; Save<\/a>. Create an audience of shoppers who have purchased from you previously but who did not subscribe, and run an ad encouraging them to subscribe ahead of the holidays.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s say you only want to reach people who\u2019ve made 1 or 2 brand purchases, because you\u2019ve found that those who\u2019ve purchased 5+ times without subscribing are past the point of subscribing. You can easily set those parameters, and negate that audience of frequent purchasers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>#5. Lookalike audiences<\/strong>. The ability to create lookalikes of your existing AMC audiences is one of the <a href=\"https:\/\/www.intentwise.com\/podcast\/unboxed-takeaways-from-the-amazon-ads-team\">powerful new features<\/a> Amazon announced at unBoxed.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here are a few ideas of what you can do with lookalikes ahead of the holidays:&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">1. Craft lookalikes of past holiday shoppers. If you\u2019ve had an instance for more than a year, and therefore have a year\u2019s worth of historical data, you can reach people who were past <em>holiday<\/em> purchasers.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s say your holiday season customers look markedly different from your regular season customers. No problem\u2014just create a lookalike audience of your 2022 holiday buyers, and you have a great place to start your campaigns.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2. Alternatively, you could go after high-value shoppers. Let\u2019s say you want to target shoppers with a high <a href=\"https:\/\/www.intentwise.com\/blog\/amazon-marketing-cloud\/what-is-customer-life-time-value-cltv\/\">Customer Life-Time Value<\/a> or a high repeat purchase rate. Just make an audience in AMC of your existing high-CLTV customers. Then, when you push the audience to DSP, DSP can make a lookalike of that AMC audience.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Suddenly, you can reach a group of shoppers who resemble your existing high CLTV customers, and are therefore very likely to have a high CLTV of their own.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These are just a few ideas. The potential of lookalikes in AMC, however, is as limitless as your imagination.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-do-you-have-other-tips-ahead-of-the-holidays-nbsp\"><strong>Do you have other tips ahead of the holidays?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Beyond custom audiences, there are other ways you should be using analytics right now to make the most of your holiday ad campaigns. A few other tips we recommend:&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Want to know when is the best time to start your pre-Black Friday ad campaign? <\/strong>We built a query in Amazon Marketing Cloud, which we <a href=\"https:\/\/www.intentwise.com\/blog\/amazon-marketing-cloud\/prime-day-ads-analysis\/\">discussed in a recent newsletter<\/a>, that lets you see which days the shoppers who ultimately bought from you during tentpole events were first exposed to your ads.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This tells you whether advertising two weeks ahead of a tentpole event like Black Friday is driving returns\u2014or whether that ad spend is wasted.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Want to know whether you should go after gifting keywords? <\/strong>In a recent blog, one of our agency clients talked about how he uses Intentwise Ad Optimizer to identify seasonal trends, like a <a href=\"https:\/\/www.intentwise.com\/blog\/ad-optimization\/step-by-step-guide-to-amazon-ppc-success\/\">spike in gift-giving keywords<\/a>. In Intentwise, it\u2019s extremely easy to then pull these trending gift-giving keywords into your next ad campaign.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">(Want more content like this? Be sure to <a href=\"https:\/\/www.intentwise.com\/newsletter\">subscribe to our newsletter<\/a>.)<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Trying to avoid high CPCs and edge out your competitors on Black Friday and Cyber Monday? Custom audiences in Amazon Marketing Cloud can help.&nbsp; You might be craving extra capabilities not available in Amazon\u2019s Ad Console or in DSP: In Amazon Marketing Cloud, tactics like this are now possible. All you have to do is [&hellip;]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":22,"featured_media":27453,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","cybocfi_hide_featured_image":"","footnotes":""},"categories":[135],"tags":[136,96,155,154],"class_list":["post-27452","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-amazon-marketing-cloud","tag-custom-audiences","tag-mobile","tag-newsletter","tag-prime-day"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>5 Amazon Marketing Cloud Audiences For Black Friday<\/title>\n<meta name=\"description\" content=\"The best way to edge out your competitors during the holidays is with these five powerful custom audiences from Amazon Marketing Cloud.\" \/>\n<meta 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