On-Demand Webinar: Audience Discovery and Creation in Amazon Marketing Cloud

One of the most exciting aspects of Amazon Marketing Cloud is its custom audience feature.  

Want to build an audience of New-To-Brand customers? Of Subscribe & Save customers? Of shoppers with a high Life-Time Value (LTV)? 

Now, it’s easy. AMC allows you to turn any result from a SQL query into an audience, and then re-target that audience later with DSP ads. 

In theory, you can build, study, and re-target audiences based on the amount of time since their last purchase, whether they searched for a certain keyword after viewing your ad, and much, much more. 

In this webinar, Intentwise CEO Sreenath Reddy talks through the critical use cases of AMC that you can implement right now. 

Watch the video to discover: 

What can AMC custom audiences do that DSP audiences cannot? 

Longtime advertisers on Amazon might be familiar with the concept of creating a custom audience because a similar feature already exists in DSP. But what can AMC do that DSP cannot? 

In essence, AMC gives you a lot more fine-grained control over your audiences. For instance, in AMC, you can create audiences based on shopping signals. You can create audiences of shoppers who: 

• Added a product to a Baby Registry
• Visited a Customer Reviews Page 
• Viewed your product detail page
• Added a product to a gift list
• Added a product to shopping cart
• Added a product to a wedding registry

Additionally, you can narrow down audiences based on advertising signals, meaning you can create an audience based on their impressions or clicks on certain ads.

What kinds of audiences can you create in AMC? 

The possibilities for audience creation in AMC are pretty much limitless. In the webinar, Sreenath Reddy highlighted a few examples of places that agencies or brands should start. 

You can create audiences of shoppers who: 

• Abandoned cart
• Added an item to a wish list
• Viewed a product detail page and didn’t buy
• Opted not to Subscribe & Save even after a specific number of purchases
• Were exposed to a specific Sponsored Products campaign

…and much more!

What if you want even deeper insights? 

For even more sophisticated audience creation capabilities, you can leverage a paid tool called Flexible Amazon Shopping Insights. Shopping Insights offers you a number of new use cases for your custom audiences, including the ability to track people who bought a product organically. 

With Shopping Insights, you can measure customers who weren’t exposed to ads. You can directly compare actions taken by customers who have seen your ads against those who haven’t. It’s a great way to test how effective your ads actually are.