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Amazon Marketing Cloud (AMC) has so much to offer that it might be a bit intimidating. Newer users often wonder, how can they leverage AMC in the short term? What are the biggest benefits to their business? What are the most action-oriented data points for them to uncover?
In this webinar, Matt Wiklund, the co-founder of Ad Advance, joined Intentwise CEO Sreenath Reddy to talk through the critical use cases of AMC that you can implement right now.
Watch the video to discover:
Throughout Amazon’s ad ecosystem, the default attribution model is last-touch attribution. That means only the last ad that a customer views or clicks before converting gets credit for a sale.
The problem is, many people see multiple ads on their journey. If you have a good top-of-funnel campaign, the success of that campaign might get ignored.
AMC lets you unlock two new attribution types:
If you’re running a lot of bottom-of-funnel Sponsored Products campaigns, switching attribution models may not make sense.
If you’re running a top-funnel-focused ad campaign, however, you might consider evaluating other attribution models.
Let’s say you do switch attribution models, and you discover that there isn’t a lot of overlap between shoppers who see your top-of-funnel ad and those that eventually buy from your brand. This probably suggests something is wrong with your ad campaign.
A key feature of AMC is that it lets you build an audience of your choice. You can then re-target this audience with DSP ads.
The potential is infinite—but we think some of the best kinds of custom audiences focus on the following: