You probably know that your typical ad won\u2019t just drive sales of your advertised ASIN. It\u2019ll also boost other items in your catalog.\u00a0<\/p>\n\n\n\n
These non-advertised sales are called brand halo sales. Your ad got the shopper in the door\u2014but ultimately, a non-advertised product is what compelled them to make a purchase. <\/p>\n\n\n\n
For a long time, it has been difficult to see exactly which ASINs are part of your brand halo sales. <\/p>\n\n\n\n
Sure, the Ad Console will tell you how many of your sales from a particular ad were attributed to brand halo versus direct product sales. But you can\u2019t know which<\/em> ASINs were purchased as a part of that brand halo. <\/p>\n\n\n\n That stops today. Now, through Amazon Marketing Cloud for Sponsored Ads<\/a>, you can map search terms directly to ASIN sales. Which search terms are driving which ASIN purchases? <\/p>\n\n\n\n With a bit of skill, you can forge these connections, and build a much stronger understanding of how your advertising is working holistically. <\/p>\n\n\n\n The reality is, just because a shopper clicks an ad for one of your products doesn\u2019t necessarily mean they\u2019re going to purchase that particular product.<\/p>\n\n\n\n Let\u2019s say you sell a line of vacuum cleaners. A shopper searches the keyword \u201cvacuum,\u201d and clicks a Sponsored Products ad for your plug-in vacuum cleaner. <\/p>\n\n\n\n Ultimately, though, they click around your page and eventually purchase your cordless vacuum cleaner. <\/p>\n\n\n\n Amazon Marketing Cloud makes all of these connections visible. Because AMC lets you see all of the interactions a shopper had with your brand before purchasing, you can see how a single Sponsored Product ad click led to the purchase of an entirely different product. <\/p>\n\n\n\n Scale this out across all of your customers, and suddenly you have yourself a holistic map of the keyword to ASIN connections. <\/p>\n\n\n\n You can pair specific keywords with the non-advertised ASIN that shoppers are more likely to purchase.<\/p>\n\n\n\n Which keywords are driving the most brand halo sales? Which non-advertised ASINs are shoppers most often purchasing? Which ASIN-and-keyword pairs are driving the most conversions? <\/p>\n\n\n\n All these answers are now at your fingertips. <\/p>\n\n\n\n There are some obvious use cases here: <\/p>\n\n\n\n Identify high-performing keywords for specific ASINs<\/strong>. If you\u2019re advertising Vacuum A on the term \u201cvacuum,\u201d but oftentimes the people who click your ad are buying Vacuum B, that\u2019s a sign that you might want to advertise Vacuum B more heavily on the keyword instead. <\/p>\n\n\n\n Knowing which non-advertised ASINs are frequently purchased after an ad click lets you get smarter about which ASINs you advertise on which search terms. <\/p>\n\n\n\n Locate the standouts in your catalog. <\/strong>If you\u2019re looking at your search-term-to-ASIN map and you see that the same few ASINs are often purchased as part of a brand halo, that tells you these products are particularly strong at enticing customers.<\/p>\n\n\n\n It\u2019s worth considering whether you\u2019re taking full advantage of those ASINs.<\/p>\n\n\n\n If they are already your top sellers, of course, this data isn\u2019t super interesting. <\/p>\n\n\n\n But if an ASIN that\u2019s not a hallmark of your catalog is getting a lot of love among halo purchases, you just found a diamond ASIN in the rough. <\/p>\n\n\n\n Recalibrate your keyword strategy.<\/strong> If certain search terms are driving a disproportionate number of brand halo sales, that might mean you\u2019re advertising the wrong ASIN on that search term. <\/p>\n\n\n\n Use AMC to see which product shoppers are actually<\/em> buying after searching the particular term, and pair them with the keywords that are truly working. <\/p>\n\n\n\n Big picture, these search-term-to-ASIN maps can give you a much sharper picture of your business. Knowing the products that pair well with different keywords lets you get a lot smarter about your advertising strategy. <\/p>\n\n\n\n And it doesn\u2019t take a lot of work to make these connections. For instance, if you don\u2019t want to build a whole ASIN map for every<\/em> search term in your campaigns, that\u2019s understandable. Mapping every search term to every ASIN is a lot of processing power. <\/p>\n\n\n\n Instead, you can simply use AMC to investigate only those ads that have strong brand halo sales. <\/p>\n\n\n\n Let\u2019s say you know from the Ad Console that a certain ad campaign is driving a disproportionate number of brand halo sales. Which ASINs are those shoppers actually buying? Through AMC, you can isolate just those ads with a lot of halo sales, and map out the specific brand halo purchases. <\/p>\n\n\n\n It\u2019s a fantastic data point to keep in your backpacker, and rejigger your advertising strategy accordingly.<\/p>\n\n\n\n (Want to know more about how to use AMC for Sponsored Ads? We have two whitepapers that can help\u2014read our AMC for Sponsored Ads for Brands whitepaper here<\/a> or our AMC for Sponsored Ads for Agencies whitepaper here<\/a>.)<\/em><\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":" You probably know that your typical ad won\u2019t just drive sales of your advertised ASIN. It\u2019ll also boost other items in your catalog.\u00a0 These non-advertised sales are called brand halo sales. Your ad got the shopper in the door\u2014but ultimately, a non-advertised product is what compelled them to make a purchase. For a long time, […]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":22,"featured_media":28949,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","cybocfi_hide_featured_image":"","footnotes":""},"categories":[20],"tags":[97,235,96,155],"class_list":["post-28948","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-amazon-advertising","tag-amazon-marketing-cloud","tag-brand-halo","tag-mobile","tag-newsletter"],"yoast_head":"\nWhy do brand halo sales on Amazon matter?\u00a0<\/strong><\/h3>\n\n\n\n
Why build a search-term-to-ASIN map for brand halo sales?\u00a0<\/strong><\/h3>\n\n\n\n
It\u2019s time to rethink your brand halo sales today<\/strong><\/h3>\n\n\n\n