{"id":29223,"date":"2025-07-21T09:04:23","date_gmt":"2025-07-21T17:04:23","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=29223"},"modified":"2025-07-21T09:04:25","modified_gmt":"2025-07-21T17:04:25","slug":"is-your-amc-audience-ready-for-bid-boosting","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/amazon-marketing-cloud\/is-your-amc-audience-ready-for-bid-boosting\/","title":{"rendered":"Is your AMC audience ready for bid boosting?","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n

Adding an audience from Amazon Marketing Cloud to your Sponsored Ad campaigns is one of the best ways to improve performance. But sometimes AMC audiences aren\u2019t worth the hassle.<\/p>\n\n\n\n

For as powerful as AMC audiences for Sponsored Ad are, they ultimately work best at scale. Before you create an AMC audience, you have to ensure it is large enough to be worth your time.<\/p>\n\n\n\n

Think about bid boosting<\/a>, where you bid up whenever a shopper from a pre-defined AMC audience searches one of your terms. <\/p>\n\n\n\n

Bid boosting works. If you do it right, a shopper in your AMC audience is more likely to purchase from you than a typical shopper who searches one of your key terms. That\u2019s why they\u2019re usually worth the extra spend. <\/p>\n\n\n\n

But for every given shopper, the increase in conversion rate is only marginal. Extrapolated across only a few thousand people, in other words, your ACOS or ad revenue numbers won\u2019t look so different with an AMC audience than without. <\/p>\n\n\n\n

You only start to reap the real rewards at scale. Across hundreds of thousands or millions of shoppers, you see major improvements in efficiency and ad revenue. <\/p>\n\n\n\n

That means creating AMC audiences for Sponsored Ads is only worth it to you when you have a big audience pool. <\/p>\n\n\n\n

How do I know if AMC audiences are worth the effort?<\/strong><\/h3>\n\n\n\n

Technically, you only need to have over 2,000 shoppers to execute an AMC audience. But just because an audience will run doesn\u2019t mean it\u2019s worth<\/em> running. <\/p>\n\n\n\n

You can only run one AMC bid boosting audience per campaign, so activating a very tiny audience is a wasted opportunity.<\/p>\n\n\n\n

There\u2019s no hard-and-fast rule for assessing worthwhile audience size. It depends a lot on the scale of your brand, the strength of the audience (how high-converting is it?), and your campaign goals.<\/p>\n\n\n\n

Generally, we recommend having at least 10k shoppers in your AMC audience before you consider pushing it to your Sponsored Ads campaign. <\/p>\n\n\n\n

Remember, however, that this is a dynamic calculation and it depends on a number of different factors. <\/p>\n\n\n\n

Your campaign spend and impression count is just as important as your audience size. <\/p>\n\n\n\n

There isn\u2019t really a point in attaching an AMC audience to a low-impression campaign, for the same reason as there\u2019s no point in using a small audience. If only a tiny number of shoppers are even engaging with a campaign, then you won\u2019t see very impressive returns from bid boosting.<\/p>\n\n\n\n

Similarly, at least to start, you should be prioritizing audiences for your high-spend ad campaigns. Many brands we work with reserve these audiences for their top 10 campaigns. <\/p>\n\n\n\n

AMC audiences are really great at deepening the efficiency of already strong campaigns. <\/p>\n\n\n\n

My AMC audience is small\u2014can I expand it? <\/strong><\/h3>\n\n\n\n

Let\u2019s say you\u2019ve identified an audience that you really<\/em> want to bid boost on, such as a group of high-value shoppers. <\/p>\n\n\n\n

You know that, if your audience pool is only, say, 4k shoppers, bid boosting probably isn\u2019t going to drive very good returns. It\u2019s just too small of a number. <\/p>\n\n\n\n

Is there anything you can do? <\/p>\n\n\n\n

The good news is, you can artificially inflate the size of your audience through lookalikes<\/a>. <\/p>\n\n\n\n

To return to the previous example, you can inflate the size dramatically by adding in a lookalike audience of your high-value customers. <\/p>\n\n\n\n

If you want to stay conservative about lookalike audiences, no problem. In Intentwise Explore<\/a>, you can select the MOST_SIMILAR lookalike audience, which means you\u2019ll only reach the 500k-1M shoppers who most closely match your existing pool.<\/p>\n\n\n\n

Pair those lookalike shoppers with your existing pool of high-value shoppers, and all of a sudden you have a group of over half a million valuable shoppers that you\u2019re bidding up on. <\/p>\n\n\n\n

You can apply this logic to any audience group you\u2019re trying to prioritize. Let\u2019s say you\u2019re re-targeting shoppers. You might create an AMC audience of shoppers who viewed your product page but didn\u2019t purchase. <\/p>\n\n\n\n

That\u2019s a very high-intent group, and those shoppers are probably worth the elevated bid to get them to see your ads. But depending on the size of your brand, you might only have a few thousand shoppers who fit that criteria. <\/p>\n\n\n\n

The solution: Find shoppers who match the profile of your product page viewers through lookalike audiences. <\/p>\n\n\n\n

Of course, the one note of caution here is to watch the size of your AMC audiences. If you have a limited budget, you don\u2019t want to spend too much extra money on bid boosting. <\/p>\n\n\n\n

That\u2019s what\u2019s so great about lookalike audiences: You get to choose how big you want your audience to be. <\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"

Adding an audience from Amazon Marketing Cloud to your Sponsored Ad campaigns is one of the best ways to improve performance. But sometimes AMC audiences aren\u2019t worth the hassle. For as powerful as AMC audiences for Sponsored Ad are, they ultimately work best at scale. 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