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Sunday, December 10, 2023

Amazon Advertising Cloud Insights for Sellers

Amazon Advertising Cloud, or AMC, is without doubt one of the most ignored analytics instruments obtainable to manufacturers. Consider it as a one-stop store for enhancing your measurement and re-targeting options. 

However who’s Amazon Advertising Cloud proper for? You’re most likely prepared to start your AMC journey when you’re already operating a number of Amazon advert codecs, together with DSP and Sponsored Adverts. 

Operating a number of advert varieties on Amazon is a good way to focus on customers throughout varied elements of the funnel. The issue is, usually inside Amazon, there’s no solution to see precisely how these advert codecs are working in tandem

Is the one that noticed your DSP advert ultimately operating into your Sponsored Merchandise advert, after which changing? AMC is ready to make these connections for you. 

Learn on to see how Amazon Advertising Cloud works—and what insights the platform can unlock for you. 


How Does Amazon Advertising Cloud Make Connections Between Adverts? 


AMC assigns every shopper an nameless, privacy-safe quantity string known as a user_id. Each interplay with an advert, or each natural occasion—say, including a product to cart—is related to a novel user_id. 

Amazon Advertising Cloud connects these user_ids collectively, so you possibly can see that the identical shopper who seen your DSP advert later added a product out of your model to their cart. 

These connections assist you to entry a full view of your shopper journeys. Wish to know which mixture of your advertisements, wherein order, is the best at driving gross sales? Amazon Advertising Cloud may give you these insights. 

AMC also can unlock new metrics and KPIs that you may’t get wherever else. For instance: 

  • Time to Conversion: Understanding how lengthy the typical buyer tends to take between advert view and buy is important for re-targeting. Not all manufacturers are going to have the identical Time to Conversion—a jewellery model will most likely have an extended one than a snack model. If that Time to Conversion is 24 hours, for instance, you possibly can then re-target customers proper after that interval passes. That manner, you keep away from cannibalizing your individual gross sales. 
  • Life-Time Worth (LTV): Figuring out how a lot a buyer is prone to spend in your model is important to deciding how a lot advert {dollars} to allocate towards them. By combining natural gross sales and advert gross sales information for particular customers, AMC makes LTV calculations simple. You’ll be able to group customers by excessive or low LTV, and plan your advertisements accordingly. 


One Suggestion: Use New-To-Model Metrics


As we’ve mentioned, the potential of AMC is huge. However for manufacturers which can be new to the platform, there’s one simple use case we at Intentwise suggest attempting first. 

More and more, many manufacturers are discovering worth in KPIs past simply ACOS and ROAS. A development metric that’s gaining steam particularly is New-To-Model metrics. 

New-To-Model metrics, or NTB, monitor customers who’re first-time patrons of your model. A product that has a excessive NTB buy price goes to be a big driver of incremental gross sales in your firm. 

The issue is, within the Amazon Advert Console, you possibly can solely see NTB metrics for Sponsored Manufacturers and Sponsored Show advertisements. For Sponsored Merchandise advertisements, the preferred advert format, NTB information is hidden. 

The a method round that: Amazon Advertising Cloud. With AMC, you possibly can see NTB metrics throughout your whole advert codecs. It’ll be simple to establish the merchandise and the advert campaigns which can be driving the very best variety of incremental gross sales. 


How Do You Unlock Insights in AMC? 


We’ve simply outlined all that AMC can do for you. However how do you truly extract these insights from the platform? 

Sadly, right here’s the place it may well get a bit sophisticated. To make use of AMC, it’s important to write a collection of SQL queries. These queries in flip produce related outcomes about your customers. A question can present you, as an example, the commonest path to buy in your model.

The issue is, to write down a question for AMC, you have to know the coding language SQL. 

Amazon does supply some built-in educational queries to get you began, however these queries have some notable limitations. 

For those who’re scuffling with SQL, there’s one other manner. Our platform Intentwise Discover provides a classy, built-in library of queries, which you’ll be able to schedule to run at common intervals with a single click on–no SQL authoring required.   


Does Amazon Advertising Cloud Connect with DSP? 


One of the crucial essential use circumstances of AMC is that it helps you to create extremely granular customized audiences. You’ll be able to push these audiences to DSP, after which re-target them with advertisements there. 

AMC’s customized viewers characteristic helps you to get granular. As an alternative of simply reaching customers primarily based on their pursuits, you possibly can goal them primarily based on the advertisements they’ve already seen or the actions they’ve already taken. 

In AMC, you may establish that your prospects are likely to Subscribe & Save on their third buy out of your model. For instance: Create an viewers of people that have purchased twice out of your product however who haven’t but subscribed. Then, run a focused DSP advert encouraging them to subscribe.

It’s also possible to use unfavourable viewers focusing on to subtract a specific group of customers out of your DSP advert campaigns. Let’s say you need to be sure to’re not over-exposing a sure group of shoppers to your advertisements. 

In Amazon Advertising Cloud, you possibly can create an viewers of people that have seen your advertisements greater than 5x a day (even throughout advert varieties), after which add them as a unfavourable viewers in DSP. That manner, you might be certain your advertisements aren’t cannibalizing one another.


Who’s Eligible to Use Amazon Advertising Cloud? 


Now that we’ve defined a few of what AMC can do, you is perhaps able to get began with the platform. 

The one requirement to utilizing Amazon Advertising Cloud is that it’s important to be actively spending on DSP advertisements. In case you are a DSP consumer, then nice—you possibly can join AMC anytime. 

To get began with AMC, all it’s important to do is create what is named an AMC occasion. Basically, an occasion is your entry to AMC. It’s tied to your model, and you have to activate your AMC occasion in your account earlier than you can begin utilizing the platform.  

One essential caveat: Whenever you first create an occasion, AMC solely populates your information going again seven days. That’s why we suggest creating one now, even when you’re nonetheless debating whether or not to make use of AMC. You’ll be able to do it totally free with Intentwise.  


Is Amazon Advertising Cloud Completely Free? 


So long as you’re promoting on DSP, AMC is free for any model to make use of. You’ll be able to map out a consumer’s promoting journeys simply throughout the platform. 

Nonetheless, as you get extra refined, remember that a few of AMC’s important datasets are stored behind a paywall. AMC has a paid bundle of Versatile Amazon Procuring Insights that features information about natural gross sales, Subscribe & Save conversions, and extra.  

Earlier, we talked about the usefulness of Life-Time Worth (LTV) metrics. To calculate LTV, you want natural gross sales information. And since natural gross sales information is stored behind the Versatile Amazon Procuring Insights paywall, you’ll must subscribe to get full LTV data. 

So how a lot does this price? In our expertise, we’ve discovered that the worth of Versatile Amazon Procuring Insights varies extensively relying in your model and on the scale of your occasion. To get a value quote, you must contact Amazon immediately. 


Can I Join My Personal Buyer Knowledge Factors? 


One of many last advantages of Amazon Advertising Cloud is the flexibility to attach your individual first-party information with Amazon’s shopper information. 

For those who’d like to know how your DTC website works in tandem with Amazon within the buyer journey, AMC is your greatest guess. Wish to know what share of customers who visited your website ultimately purchased your product on Amazon? Or vice versa? AMC is your reply. 

All it’s important to do is add a .CSV of buyer information factors, equivalent to buyer emails, into AMC. From there, AMC will present how they’re interacting along with your model on Amazon.

The prospect of importing DTC buyer data may sound a bit formidable to some manufacturers. However don’t fear—that data shall be stored personal, and shall be instantly anonymized. No shopper is particularly identifiable in AMC, not by you and never by Amazon.



Ryan Burgess - IntentwiseRyan Burgess is the Head of Development at Intentwise. He has 10 years of expertise working with main Amazon sellers and companies, and is an Amazon Licensed AMC Developer. 

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