Amazon Marketing Cloud: How to Use New Features to Boost Ad Performance

You’ve heard the buzz about Amazon Marketing Cloud (AMC), but figuring out how to actually use it to improve your advertising can feel overwhelming. Most sellers are aware it exists, but they’re not sure how to make it work for them.

Here’s what’s happening: Amazon’s constantly rolling out new features and capabilities for AMC. Staying on top of these updates is key to maximizing your advertising ROI.

In this article, we’ll break down the newest AMC features and show you how to use them to get better data, improve campaign targeting, and ultimately, increase your Amazon sales.

Diving Deep into the Latest Amazon Marketing Cloud Updates

Amazon Marketing Cloud is a secure, privacy-safe environment where advertisers can analyze aggregated, pseudonymized signals – including their own Amazon Ads campaign data and Amazon store data. Let’s explore the new features.

Advanced Audience Segmentation

One of the biggest updates is the enhanced audience segmentation capabilities. Most sellers don’t realize how powerful this can be.

• What it is: AMC now allows you to create highly granular audience segments based on a wider range of behaviors and attributes.
• Why it matters: By segmenting your audience more effectively, you can target your ads with greater precision. This leads to higher click-through rates (CTR) and conversion rates.
• Example: You can now create a segment of customers who viewed a specific product page, added the product to their cart, but didn’t complete the purchase. You can then target this segment with a special offer or reminder ad.

Enhanced Campaign Measurement

AMC’s measurement capabilities have also been significantly upgraded.

• What it is: You now have access to more detailed metrics and reporting, giving you a clearer picture of campaign performance.
• Why it matters: With better measurement, you can identify what’s working and what’s not, allowing you to optimize your campaigns more effectively.
• Example: Let’s say you’re running a Sponsored Brands campaign. AMC can now show you which keywords are driving the most sales and which ones are simply wasting your budget. You can then adjust your bids and targeting accordingly.

Cross-Channel Attribution

Understanding how your different marketing channels work together is crucial.

• What it is: AMC now offers improved cross-channel attribution modeling, allowing you to see how your Amazon Ads are influenced by other marketing efforts, such as email marketing or social media campaigns.
• Why it matters: This gives you a more holistic view of your marketing performance, helping you make better decisions about where to allocate your budget.
• Example: You might discover that customers who click on your Facebook ad are more likely to purchase a product on Amazon within 7 days. This insight can inform your bidding strategy and help you optimize your campaigns for maximum ROI.

Putting the New Features into Action: A Step-by-Step Guide

Let me break this down with clear steps you can follow.

1. Access AMC: Log into your Amazon Ads account and navigate to the Amazon Marketing Cloud section. If you don’t have access, contact your Amazon Ads representative.
2. Explore the Data: Familiarize yourself with the available data sources and metrics. Pay close attention to the new audience attributes and campaign measurement options.
3. Create Audience Segments: Start experimenting with different audience segments based on your specific goals. For example, you could create a segment of high-value customers who have made multiple purchases in the past.
4. Launch Targeted Campaigns: Launch campaigns specifically targeted at your new audience segments. Use compelling ad copy and creative that resonate with each segment’s unique needs and interests.
5. Analyze Results: Track the performance of your targeted campaigns closely. Compare your results to those of your broader campaigns to see the impact of your segmentation efforts.

Real-World Examples of AMC Success

Here’s why this matters: real examples show the power of Amazon Marketing Cloud.

• Brand A used AMC’s advanced audience segmentation to target customers who had previously purchased a competitor’s product. They saw a 25% increase in conversion rates and a 15% reduction in ACOS.
• Brand B leveraged AMC’s cross-channel attribution modeling to identify the top-performing marketing channels. They shifted their budget away from underperforming channels and saw a 20% increase in overall sales.
• Brand C utilized the enhanced campaign measurement to optimize their Sponsored Brands campaigns. They identified several high-converting keywords and increased their bids, resulting in a 30% increase in impressions and a 10% increase in sales.

Key Takeaways for Amazon Sellers

Here’s the thing: AMC isn’t a magic bullet, but it is a powerful tool that can help you take your Amazon advertising to the next level.

• Don’t be afraid to experiment. Start small and gradually increase your use of AMC’s features as you become more comfortable.
• Focus on data-driven decision-making. Use the insights you gain from AMC to optimize your campaigns and improve your ROI.
• Stay up-to-date. Amazon is constantly adding new features and capabilities to AMC, so be sure to stay informed about the latest updates.

The reality is, mastering these new Amazon Marketing Cloud features can give you a significant edge over your competitors. By leveraging the power of data and targeting, you can optimize your campaigns, increase your sales, and grow your business on Amazon.

Conclusion

The new features in Amazon Marketing Cloud offer incredible opportunities for savvy Amazon sellers. By focusing on segmentation, measurement, and cross-channel attribution, you can unlock new levels of advertising performance and drive significant growth for your brand.

Key Discussion Points from the Episode

Here are some of the most valuable insights Andrew and Stephen shared during the full episode discussion:

But when you add an audience to boost a bid on say, people who abandon their cart, those people also have a top of search, rest of search, and product page performance. When you say subscribe and say, where are you talking about current subscribe and say, people or it’s people who frequently subscribe and say, is this available to everybody now? Or is it just going to be the people who are set up on DSP?

And… Alexa, play that Amazon ads podcast. Which one would you like to hear?

The best one. Okay, now playing that Amazon ads podcast. These gentlemen are completely changing their game.

After listening to that Amazon ads podcast, my ads are finally profitable.

This article is based on Episode 79 of That Amazon Ads Podcast. Subscribe for weekly Amazon PPC strategies.