Increase conversions by creating custom audiences with Amazon Marketing Cloud

Within Witailer’s portfolio of services, one of the key solutions offered for improving advertising strategies is the use of Amazon Marketing Cloud (AMC). In this article, we will explore in depth the features of AMC and how Witailer leverages this tool to help brands achieve successful results in online sales.

Amazon Marketing Cloud (AMC) is a cloud-based solution that ensures maximum security and privacy protection for advertisers. This "clean room" allows you to conduct detailed analysis using pseudonymized data from Amazon Ads and custom inputs of the brands themselves. We talked about it here.

How Amazon Marketing Cloud works

AMC is based on four key pillars that provide a comprehensive and detailed view of advertising campaigns:

• Holistic measurement: Leveraging the power of Amazon Web Services (AWS), AMC supports advertisers with accurate campaign measurement, audience analysis, media optimization, and many more activities. This comprehensive approach allows brands to assess the effectiveness of their advertising strategies across the entire marketing funnel;
• Flexible analytics: With the ability to create custom queries, Witailer uses AMC to answer specific questions and address brand business priorities. This flexibility enables detailed and relevant information to be obtained to make data-driven decisions;
• Media data: AMC allows you to conduct in-depth analysis across different marketing channels, such as video, audio, display and search ads. This comprehensive understanding of different touchpoints allows you to track customer journeys and adapt advertising strategies to maximize engagement and sales;
• Secure privacy environment: All information within AMC is managed by Amazon’s strict privacy policies. The data is pseudonymised and access is restricted to advertisers, who can only view aggregated and anonymous results.

Amazon Marketing Cloud provides advertisers with a wide range of signals and data related to their Amazon Ads campaigns. Advertisers can access fields such as impressions, clicks and conversions attributed to ads (and they can also upload their pseudonymized data and combine it with campaign data for advanced analytics). This combination provides a comprehensive view of performance and allows advertisers to tailor advertising strategies to match their results.

How Witailer uses AMC for brand success

Witailer’s advertising team leverages the full potential of AMC to deliver a personalized experience to brands and improve their sales performance on marketplaces. Using AMC, Witailer goes beyond standardized queries and delivers in-depth analysis with intuitive graphical visualization.

In addition, Witailer creates customized audiences that can be used as audiences in advertising campaigns. These segments allow you to reach specific groups of users, such as those who have shown a direct interest in the products, who have been exposed to a sponsored product but have not made a purchase, who have been exposed to one type of campaign but not to another, or who have carried out specific research.

To implement these advanced strategies, accounts must have the Amazon Demand-Side Platform (DSP) feature enabled or activated. Once created, the customized audience becomes a permanent element available for all future DSP campaigns, providing added value for long-term advertising strategies.

At the operational level, Witailer supports clients in:

1. Audience creation: through AMC we build audiences of users who have researched your brand in a specific time period (e.g. Prime Day Lead-up period) but did not purchase;
2. Audience DSP set up & deliver: using DSP platform we include the audience created within the campaigns and deliver your message to the right consumer;‍
3. Analytics & Reporting: monitoring and performance analysis post-implementation to provide relevant insights and support you in achieving your goal.

Conclusions

AMC then offers "privacy-proof" answers to important questions that can affect campaign strategy and optimization, unlocking and combining marketing insights from multiple data sources (AWS, Amazon DSP, Sizmek Ad Suite, sponsored ads).

Thanks to the use of Amazon Marketing Cloud, Witailer is confirmed as the ideal partner for brands eager to optimize their sales performance on major marketplaces. By leveraging AMC, Witailer provides advanced tools for measuring, analyzing, and optimizing advertising campaigns, enabling brands to tailor their strategies to specific needs. With the use of custom audiences and access to a wide range of data, Witailer helps brands achieve significant results and increase online sales on Amazon and other successful marketplaces.

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UPDATE - July 2023

AMC Audiences remarketing vs traditional remarketing: Prime Day 2023 comparison

Prime Day 2023 was the perfect occasion to leverage AMC audiences for Witailer clients to ensure their success on the biggest sales event of the year. 

Through the flexibility of the AMC tool, our Advertising Team has developed customized audiences that can be exploited within the DSP platform for each brand. 

These included audiences of:

• Users with products in their cart/wishlist but who had not yet finalized their purchase,
• Researchers of specific keywords (branded, of competitors, or generic about a specific category),
• Those who have had previous interactions through AMS activations (but had not purchased yet). 

In this way, our clients were able to reach an audience highly interested in their products, significantly improving the main KPIs compared to traditional remarketing DSP campaigns in the same time period.

Through this highly targeted strategy, we saw a significant increase in user interest in product pages and a significant increase in conversions, including both the sponsored products and other products of the same brand. 

Compared to traditional remarketing, AMC audiences achieved a higher click-through rate (CTR) of 0.14% versus 0.11%, indicating increased engagement and interest. The detail page view rate (DPVR) saw a notable uplift as well, rising from 0.81% to an impressive 1.30%, highlighting improved conversion of impressions into detail page views. Most notably, the return on ad spend (ROAS) experienced a remarkable surge from 5.4 to an outstanding 9.4, a substantial increase in revenue generated from the advertising investment. 

From Supplements to Electronics and Gardening and Tools, AMC audiences proved their effectiveness in driving success across all categories.

In conclusion, we can confidently say that this strategy has played a key role in consolidating our clients’ competitive advantage on Prime Day, allowing them to accurately reach their target audience while maximizing the efficiency of their Ads campaigns.