AMC Levers That Actually Drive Revenue

Hey everybody welcome We're excited to have you today We're going to be digging into a very uh timely topic um which is Amazon Marketing Cloud I'm going to give everybody a minute before we get started as we have people filing in here Um this is going to be a pretty in-depth uh webinar today and we're going to really get into the the meat and potatoes of how you should be using AMC and you can expect to walk away um you know with uh strategies or or uh tips whatever you want to call it to take back and uh use to implement in your business Whether you're managing media in-house or you're working with an agency um you know this will allow you to to have a better grasp on how you should be leveraging AMC to to grow your business um optimize your ads So yeah we're excited for this one Give it about 10 to 20 seconds here and then we'll start with intros and uh dive right in So um yeah I guess Harriet do you want to uh introduce yourself for our audience yeah Hey guys I'm Harriet Carson Thank you guys for being here I am the VP of advertising at Nectar Today we're going to walk you through what we found actually moves the needle in AMC So as mentioned as Jason said AMC is a hot topic It's been a hot topic for you know years now Amazon's always expanding it and refining their product and also making it much more accessible and userfriendly which is great but I think it can still be a bit overwhelming no matter if you're you know a small business or even a large business or an agency I'm you know I'm constantly figuring out ways that AMC can solve new problems And if you're here you're probably someone you know on the spectrum of you know I've heard a lot about this and I'm trying to figure out where to start or you know I'm already using it but today I'm not really sure if I'm getting everything I should out of it Both of those are completely fair places to be and you know this session's for you So I hope you get a lot out of it and we're going to get specific and practical you know what to run how to read it and you know what to actually do with it Yeah and I forgot to introduce myself I'm Jason Landro I'm one of the founders and coco of Nectar We're a digital marketing agency Uh so part of what we do is is run uh ads for brands including Amazon ads and we are an advanced uh partner with Amazon ads So we use AMC a lot Uh but this will not be a sales pitch for nectar rather we will be actually diving deep on AMC So uh without further ado we're just going to dive in and uh looking you know we're kind of framing this on what are actual use cases that you should be implementing or or evaluating whether you should implement in your business Um so looking at it in the lens of of 10 actual uh things that that you can take away from this webinar So I think to take a step back um it'll be good to frame this combo with what is Amazon Marketing Cloud So Harriet do you want to kind of take the more general description yeah So Amazon Marketing Cloud it is essentially 1-3.

A clean room of data So we use it in there's two ways to really use it It's building audiences and then getting measurable data from Amazon bridging the gap between you know DSP AMC sponsored search vendor central uh seller central and you're really able to get all these advanced analytics as well as customer behavior signals And once you have that data you can do a lot with it in terms of optimizing your ads or even optimizing your content or product detail pages or brand store um and you use these insights to get these measurable actions that are actually going to drive a a true impact Um a lot of that is building audiences through AMC and then implementing it those audiences in various ways which you know we'll go through um throughout the webinar Yeah And uh for those of you who might not know what a clean room is essentially Amazon is anonymizing customer data in the way that you can still manipulate it uh to extract insights Um so you can't identify individual customers but you can identify cohorts of customers So for example looking at customers who added to cart and then doing analytics or adjusting your strategy based on add to carts or past purchasers etc Um so that's what the the clean room allows you to do or say privacy safe that's what it means Um so moving ahead um you know what what are some of the uh kind of I guess you you talked about the two ways to use it but um you know what can you kind of expect to get out of AMC when when using it with respect to you know the different properties on Amazon yeah I mean you're able to essentially get advant there's a lot of ways that you can use it I think it's it be difficult to cover everything that AMC can do in one session but um in terms of what you should get out of it is you get a lot of customer behavior signals that you don't that that you wouldn't get regardless right so you're able to understand your new to brand customers and how how top of funnel is having an impact on downstream conversions and your bottomfunnel metrics You can you can literally see through like just the path to purchase report If someone sees your ad on you know Prime Video and then they go to weather.com and see an online video ad and then they go to a competitor's product detail page and see a display ad and then they search for you know your branded term You can see that entire path So you're really able to understand how your ads interact with each other and then you're able to use that data to really drive actions within your ads by implementing again audiences is one piece of it but there's also other optimizations that you can leverage um from the data that AMC gives you Okay Um so kind of moving forward um you know could you talk about the workflow of how you would use AMC kind of more functionally yeah so these are this slide is more around AMC um audiences So essentially AMC audiences are still pretty new but there's a full suite of templated audiences and then you can also also create um custom queries with custom audiences if you know you have advanced analytic skills or you're working with a partner who you know has SQL knowledge and can build those for you But within um custom audience creations there are two ways to use it The first is you can actually target those audiences Targeting audiences with AMC would be used on sponsored display and Amazon DSP So you can create an audience for example of new to brand customers over a specific time period So if you want to target users who over the past 5 years have never been exposed to your brand have never even clicked a product detail page Um not going a little bit beyond just new to brand but has never even interacted with your brand You can leverage those audiences and target those with sponsored display and Amazon DSP You can also overlay audiences So if you wanted to do you know a new to brand customer that's never been exposed to your brand and also is in market for your product or is you know a high value customer and 4-7.

a and a top spender within your category you can do that The other way to do that to to use it is within sponsored products and sponsored brands as well as sponsored brand video You can create audience bid adjustments So this is similar to top of search and um product detail page bid adjustments where you're willing to accelerate your base bid to reach a certain placement This is the the same exact concept except you're accelerating your bid to reach a specific audience So let's use that new to brand audience for example Let's say you're you know a CPG brand and you really are willing to pay more to get to acquire customers What you would do then is you would create specific Amazon marketing cloud campaigns within the advertising console for sponsored products and sponsored brands where you might want to adopt a low bid strategy for anyone that has bought from your brand in the past year right so you could set your bid a low bid strategy to like 50 cents but then you could do a bid multiplier for needwearing customers where you're willing to pay up to let's say $3 for those customers So instead of bidding up for a placement you're just bidding up to reach a specific um customer I will say the the key difference is that within sponsored brands and sponsored products if you're leveraging audiences that user has to take an action right they have to search a relevant term Um within sponsored display and Amazon DSP you know it's forced content consumption right um where the ads being put in front of the user no matter what they're researching or no matter what they're browsing Yeah we talk a lot about incrementality of your ads right so the the classic example is how much should you spend on search and I uh as an aside I see there's some comments about a bad connection Harriet's coming through fine on my end I don't seem to be lagging but if anyone could put in here if you're having a bad connection whether it's Harriet or me we'd appreciate it We'll try to switch internet if that's the case Um but uh Harriet is coming through fine for me But yeah let us know But we talk a lot about incrementality Um classic example be branded search and how much to invest But here these are clearly great ways to accelerate um getting in front of new to brand customers that are in aisle or have bought from competitors and haven't bought from you that you know are net new There are some brands that we you know where you're ubiquitous in retail Um and ubiquitous in retail Um and so maybe harder to measure new to brand because you know consumers might have bought you in a brick-andmortar retail store Um so it's not as maybe true Uh that being said you know that that's a challenge no matter what So I wouldn't get too caught up in that Um and the reality is to the extent you have consumable products you know going after those customers on Amazon and getting them on subscribe and save is even uh stronger than having them seek you out in the retail store So um you know leveraging these audiences overlaying them um you know will uh ensure that uh you know you're getting uh incremental revenue All right we So lots of buffering Um huh um I don't know that we can do anything about that This is being saved uh locally Um so we will be able to send out a replay after as well Um but uh it's not buffering on my end or is it buffering on your end nope No Huh Okay It should resolve itself Um but if it doesn't let us know Um so kind of step one is is using AMC to diagnose your ad strategy Uh how would you approach this yeah So um the thing about AMC is that you know reporting is only half of it The real value is you know what you do after you run them The loop on this side is how I think about AMC in practice is you know you need to diagnose what's happening Um so build a One second Oh must have a delivery Sorry Yep Sorry about that Um so you need to diagnose what happening build custom audiences based off of what you find activate that through your ads and DSP and then 8-11.

measure what changed and then repeat like you know rinse and repeat really every week not every quarter And I'm not saying that every week you should be running a path to purchase report or an overlap report there is you know too much reporting that you can run where there's an attribution period but there are signals that you can get every week that are going to let you make small tweaks and optimizations to your ads to refine them and to increase your LTV So like say you run a cohort analysis and find that customers who bought in your first 30 days have three times higher LTV than a customer who came in through a promo That's a diagnosis right the next step isn't really to write a report about it It's to build an audience that looks like those high LTV customers and go find more of them That's the loop closing AMC is what you know connects these insights in the action That's what makes it different from just another reporting tool And you can also do lookike audiences based off of um your your core audiences too Um so what are six reports that you recommend brands use yeah So these reports these these six ones are the ones I come back to most often because each one answers questions that's genuinely hard to answer any other way So new to brand which campaigns and search terms you know are bringing in genuinely new customers versus converting people who already knew you The new brand rate and acquisition cost per customer or cost per campaign can look completely different from your overall return on ad spend A campaign that looks average on rorowaz might be your best new to brand driver you you'd never know without this Um and on the flip side your campaign with the highest rorowaz might just be users that may have bought anyways or you know are coming through unbranded and aren't new Um then there's gateway product You know which product is your front door so where do new customers start before they buy anything else from you this changes kind of where you put your ad dollar So an example is you know I worked with a brand that was convinced that their hero product which was their highest price skew was the entry point It was a you know $24 accessory Once we knew that um the whole media strategy shifted because we found that a product that was $14 was actually bringing in the more new to brand customers and that accessory really was the start of the customer journey and it was worth a lot more So it was encouraging you know upsell and uh cross productduct promotion Um customer basket what do customers buy together and in what order so this is the foundation of any you know cross-ell or bundle strategy You'll often find lower price product is the strongest predictor of a much bigger second purchase Um path to purchase Uh if you're using AMC this is probably one of the first reports that you heard of Um you know it's it's talked about so much because it's impactful Um the actual customer journey across your campaign types um is important not what you you know if something isn't what you hoped would happen you can pivot based off of this report Most brands are surprised by how simple and direct the path turns out to be Um but small tweaks to you know the audiences that youre targeting and the um campaign types that you're using can really impact the customer journey Then LTV by cohorts which customers are worth um the most over time This is how you know whether the customers you're acquiring are the right ones And then subscribe and save subscribe and save performance is a huge unlock this year um through the paid subscriptions which we'll get into but you know it's one of the highest value things a customer can do and the most brands have almost no visibility into what drives enrollment or what causes churn you know AMC subscribe and save metrics completely fixes that so two things one we think that the buffering issue is a local issue for individual users I'd recommend that you exit and come come back in Um if you are having 12-15.

that issue it should resolve it hopefully Um and then please make sure to put your questions in the chat Um we'll make sure to to answer them either in in line as if they're relevant to to the slides or at the end Um so great question from Peter Well a couple questions but I'll take the subscribe and save one since it's relevant to this How do you prove your customers are not churning and how long these customers are using subscribe and save and how do you account cancellation so this is something that was available for brands on seller central um and is now available for vendors um for uh through AMC um so you can essentially get that same data um so you can get the the lifetime value essentially by uh as and filter it We've built dashboards inside of our analytics platform IDive using AMC uh where you can um look at the monthly waterfall and see where the drop offs are and then the revenue um by month um so that you can and again filter that by as or roll that up um to see as a brand how you're performing with subscribe and save Um but then that allows you to then uh uh identify drop offs and potentially devise strategies to work on the drop offs or if it's a product issue right you might need to make some adjustments somehow Um Harry do you have anything to add to that yeah I'll just say Peter we're um we have some specific slides and outputs on how we use subscribe and save data from AMC So we'll get to that later in the deck and um it it shows you how you really I guess validate if customers returning or if they're staying around because we can see the drop off That being said it requires some custom development There's no like a Amazon doesn't provide an out-of-the-box solution for you to uh obtain well not obtain the data Well yeah they don't provide an out-of-the-box solution to analyze that data you have to manipulate doing custom development work or use a software like ours I'm sure we're not the only one that provides the dashboards you need Um so kind of moving in uh a little more here uh you know how can you use AMC to uh evaluate your marketing mix yeah So uh I do want to call out this screenshot specifically is not from AMC Um Amazon does give you the top five purchase path in sponsored ads Now however um you can get the full customer purchase path um if you actually run the query Um you know the path to purchase analysis what it actually looks like is this um but much more expanded What you'll see here is the top five conversion paths for a real brand you know ranked by revenue Um path one you know sponsored product single touch straight to purchase 3.75 million in sales 74% new brand purchases It's you know it's performing well Um but it's not close Um path to display plus sponsored brands you know 481,000 Um path 3 online video 205,000 The multi-touch paths they're real but they're a small fraction of the volume So this pattern we see it come up constantly Brands assume their funnel is you know complex They've invested in awareness They've built out UpperFunnel and then the data shows that most customers just found them in search clicked a sponsored product ad and bought That's not a failure of the funnel That's just you know sometimes how customers behave Um the implication for budget is real though Sponsored products spend and you know hold upperfunnel formats Um it really sponsored products hold upperfunnel formats to their own performance standard rather than crediting them for conversions that sponsored products drove However you need to layer in uh different attribution models to really understand the customer journey um and not just default to like class click because you know Amazon could be discrediting sponsored products because that's the last thing they click You want to look at multi-touch attribution linear attribution to really understand how customers are moving and that's where AMC comes in Um in this report right here you're not going to see all those different attribution models because 16-19.

it's directly in the console With AMC you can But essentially what you want to see when you're looking at multi-touch attribution is that your DSP upperfunnel campaigns are driving downstream conversion and this is the report that you use to identify how users are actually finding you Yeah So uh we've gotten some updates in the chat here that it's our uh luck that Crowdcast the platform we're using to do this webinar is having uh technical issues why which is why some of you are experiencing buffering It's my understanding that these recordings like each one of us individually is saved locally Um so it essentially acts as a backup irrespective of what you see on your end So we will be sending this out after if you're getting you know buffering issues and it's obviously impossible to watch I'd recommend trying to come back in and see if it works for you and if not we will send it out I understand it's miserable to watch a webinar when it's like uh dialup internet So um we we will do our best to to get this out expediently it does take some time to uh process Um yeah so uh one question I get a lot about this on the marketing mix is like um is about frequency and it's like hey if we're going to show our ads more to people anyway like isn't that automatically going to increase the uh the purchase rate um how would you and sorry so like adding DSP in the mix increases the typically increases the amount of times they see an ad What would your response be to that area that frequency increases purchase rate Yeah So like you know when you look at at these path to purchase reports what you often see is that when DSP is in the mix um there's there's a higher purchase rate and uh and and so a response I get to that is kind of like of course duh Um because you know they're they're seeing the the in totality they're seeing more ads with the the DSP mixed in like you know is this actually a true indicator of performance right i mean you you can break it down to you can break this purchase path down to the audience level So you can you can actually understand like I think that this is a broader view like when I'm looking at this you know it doesn't break down your upper funnel versus your retargeting campaigns and and they cannot be looked at the same Yes some users may have already been exposed to your brand some users have had more frequency than others And you know there's frequency reports that you can pull to really analyze um how frequency is impacting um conversions But you know to go a step deeper what I like to do is I like to look at by audience and like not even just by upper funnel versus um like mid and lower It's by audience how are they finding you and are they converting and when are they dropping off um in the purchase journey to really refine that I think that there's there's a way to understand you know incrementality but you know frequency doesn't doesn't necessarily mean that people are always going to buy anyways right they need to be the right audience Um and and that's where I think that frequency and um purchases don't directly correlate Um they have to have some sort of interest um or intent to buy from your brand I also think this is where where uh advertising acumen comes in Um right It can be really easy to run DSP retargeting and put it on checkout pages of your own branded products Um so that would obviously you know skew the reporting here because you would see a much higher purchase rate um because the customers are already checking out in this example So um it's important to really understand the full potential of possibilities and how that relates to your mix right you don't want to just look at as one report and say "Oh this is working right as Harriet kind of just pointed out there you need to drill deeper Um so one thing that comes up a lot when we talk to brands is they don't aren't really uh aware of the different types of subscriptions that are available Can you kind of dive into what's useful 20-23.

and uh practical i know there's some very expensive paid subscriptions Yeah So um Amazon Insights and Amazon retail purchases they were released last year Um where their paid subscriptions they are they are pretty affordable Um combined I want to say they're it depends on the amount of data but I had never seen it above $700 It's normally in the $500 range for both of these per month Um but the data that they unlock is is extremely powerful especially for vendor brands um because it's giving you um a leg up and it's kind of evening the playing field on the data that you get from 3P and 1P So what these reports do is honestly they they kind of work together You kind of need one to have the other because one allows you to go back five years Uh one allows you to have more you know new to brand data and the other allows you to go into product level data So with the combination of them um you're you're getting pretty advanced data sets So it unlocks organic um data So with um these paid subscriptions now you're not just looking and limited to advertising customer data You actually get to unlock organic insights which is huge um because ads is just one piece of it and ads exist to drive organic growth So you really want to be able to analyze both um you know you can go back 5 years which you know typically if you're analyzing new brand Amazon defaults to 365 days you don't have to do that anymore you can look at new brand uh with a much longer lens and look back period um and then you can build audiences off of your organic uh purchases and or customer data sets now and you weren't able to do that before um so you know one example for this would be you know if you want to look back you know if you if you're a product that is very expensive and you know people typically aren't buying within a year When you have that 365day look back window it's like all right well everyone's a new to brand customer right but say everyone's buying you know 3 to four years then you can really start identifying those um new to brand customer patterns and um start understanding you know the LTV around those two Um you can also you know look throughout the past five years at you know upsell opportunities or are people buying you know one product and then you know they're two years later coming back and buying another like we have all that data um which will help you inform your your strategy and and targeting as well and same for the subscribe and save data So this is you know again where you would get that data and be able to unlock it to inform your your strategies where it previously wasn't available to vendors at all Y okay so kind of uh diving deeper here on what this unlocks for vendors Uh Harry can you kind of walk through that yeah So I went through a lot of this on the last slide but really for vendor brands um Amazon 3P because you have some of that customer data you're able to kind of identify who's a new to brand customer when are they repeat purchases repeat purchasing what products are they buying and then you can develop cohorts around your customer behavior and uh repeat purchase rates um LTV and you know you can develop strategies around that For vendor brands haven't really been able to do that until now So you can do that exact thing within AMC if you're unlocking the organic data set Um then you're able to see new to brand customer by you know week or by month um by product and then their repeat purchase behavior over time which will help you develop your advertising strategies It also allows you to understand if you're activating these let's say new to brand AMC audiences within DSP or within your sponsored ads then you can look uh you can check back after that has been implementing and you can track is my new brand percentage going up am I getting more new to brand customers um within these strategies and that goes for organic too because again ads propel your organic growth and ideally if you're higher in the organic rank more new brand 24-27.

customers are going to come in then beyond that you know there's a balance balance between acquiring new brand customers and then retaining them over time So with the AMC audiences I mean you can target lapsed customers Um you can devel you can understand when users are typically dropping off So again say you're a CPG brand and you notice trends around all right new brand customers come in after about repurchasing every month and then after about three to four months they drop off That's when you should be hitting them with retargeting to try and re-engage them Yeah And and so a couple things there We talked about are your new to brand c campaigns actually driving new to brand growth and then now you can also measure are those customers staying So you can look at that at the campaign level You can look at that at the as level from a sales perspective and seeing when they drop off It also might be that the issue isn't necessarily advertising It could be you know a product issue or a messaging issue where you're like if you're selling a supplement and you're not telling them like what to expect in terms of results over 30 6090 for example Um so it can be really helpful to to diagnose operational or sales issues marketing in addition to paid media Um and then taking Peter's last question These are great Peter thanks Keep them coming The 3P uh data you're referencing is from the search query performance report We actually did a webinar on this Was that last time or time before um so you there's a workaround to get this for vendors although Amazon is releasing it in beta and vendor central So I expect it'll be rolled out fully because it's already available to every seller brand Um if you if you message me I'll I'll tell you what it is Uh it's it's I don't know that it's even grey hat uh Amazon just only makes it available to sellers So the workaround is is to get it that way Um but yeah it's really really powerful data to understand your um your market share at a search term level essentially um and to devise strategies to grow your market share at the search term level as well as measure the efficacy of your uh spend as it relates to your branded search share um at at a keyword and mason level Um but yeah that's that's a great question We're really power users of search query performance data Um and then the other thing I'll say about this is if you're a vendor and you're not utilizing this data from AMC currently and you sell anything that you know you have any meaningful scale on consumables um you're you're doing yourself a massive disservice um and your ads are not as incremental as they could be unless you're just like the 0.1% lucky just happens to have the exact right ad strategy Um yeah because there's just so much here that you can use to optimize What we see every time when we work with vendors and unlock this is that um there's meaningful adjustments to make an ad strategy to optimize it better to get more new to brand customers one and two um you know have higher customer LTV Yeah I think before this vendor brands really uh like now they can understand repeat purchase behavior and LTV see you know see where customers drop off in the journey calculate the true ROI by customer segment and build product strategy off real customer behavior Instead I think prior you kind of had to use you know sales rank and honestly some assumptions um by looking at your organic rank and um now this data is available One thing we didn't mention is that there is a 60-day free uh trial So it's a beta where if you have not activated it um I don't see that going away or I haven't heard it's going away I would wait a little bit until you activate it until you have true use cases that you want to use it for or like develop a plan because you don't want that 60 days go by fast You want to make sure that once you activate it you're running queries and then at the end and then you're making the adjustments that are going to ideally you know impact 28-31.

that outcome Whether it's you know new to brand customers I want more new to brand customers Build audiences for new to brand Then after 60 days you know track what changes have actually been made Track the change in purchase behavior at the end of that 60-day trial and then you know think to yourself or analyze is this worth paying $500 a month it it probably will be And and so here's an example of how you could track that Do you want to walk through this yeah So um Peter this is similar This is what you were talking about with um customer turn So what you're looking at here is this is um true data I I changed the numbers a bit just uh to protect our brands but um this is from the uh retail insights activation in AMC It's a custom query so it's not templated You can't you know go into Amazon You you'd have to um build it But this I topped it off at 13 It goes this is by month It goes all the way to five years But you can see um Oh sorry that was the bottom one You can see after everyone um everyone that's enrolled in your subscribe and save um for the past five years how many after how many purchases do they drop off so you can see after one purchase there is 806 users in that data set Um 22% of those customers dropped off after their first purchase with only 626 um going forward to a second purchase Then you know after their second purchase uh you know 29% additional customers dropped off before their third purchase You know I see this a lot when when brands do like really heavy uh discounts on their first order for subscribe and save Um there are you know tactics to re-engage these customers because you can create lists off of these right so one list that I frequently um implement for my CPG brands are if I'm looking at the past 13 months um who received a product from subscribe and save four to 13 months ago but hasn't received it in the past 3 months Let's target those users and try and re-engage them Um the bottom chart here it'll show you just the amount of customers that purchased recently versus prior years Um so you can really start to get a sense of brand loyalty Are people staying around are they dropping off and then you know how are my This is a this is kind of a high level view but how are my campaigns and activations or even how are my like brand tailored promotions or my coupon strategy it doesn't just have to be ads How is that impacting customer behavior and you know am I are my tactics working in re-engaging these customers and um you know are they purchasing again and then this goes to the new to to brand retention rates um which is kind of a different uh visualization Yeah this is the cohort retention table I was talking about It's one of my favorite things to walk brands through because it tells a story about their business and you know how often um where they often haven't seen this clearly before Um again it used to just we used to just have this for three pre-brands Now we have it for 1P with um the AMC unlock but each row is a month of acquisition Each column shows what percentage of those customers and each um sorry the each number is how many new customers are coming in each month and then each column shows what percentage of those customers came back in months one through 13 So you can really read across any row to see you know of everyone acquired in January of 2024 how many repurchased in month one month two and so on A few things stand out You know in this uh chart retention is strongest in month one through month three typically three to six percent per month drops off to two to three% by month nine You know that's a short window The first 60 days are where you have the most influence over whether a customer becomes a repeat buyer The second thing mid 2024 uh cohorts are consistently outperforming early 2025 um on early retention something changed you know acquisition quality category competition maybe creative pricing something And figuring out why those cohorts were stronger is more valuable 32-35.

than almost you know any campaign level optimization that you can do because you can um react to it The you know the first reaction when I show this to brands is usually you know we need to do more life cycle marketing Yes But the more interesting question is you know what was different about the customers from different time periods that answer should reshape you know your acquisition strategy going forward not just you know your ad strategy Um action here would be you know life cycle marketing focused on the first 30 days Um implementing retargeting um there and then replenishment reminders cross-ell win back and you know for customers past six months um a dedicated reactivation campaign Yeah And I just so this is a table from our analytics platform idive Um again this data is through available through AMC but you have to manipulate it to get these outputs Again the interest of transparency I we are not the only uh provider that offers these solutions but uh you know you should be using this if you have a heavy and scaled consumable business Um you know with our platform you're able to filter this by as um so you can get really granular and understand you know the performance by as or you can look at groups of asens um you know for example like a parent as see how it performs or maybe your strategy is to get someone to buy the cheap option first and and then get them to come back and subscribe for a a bigger you know or higher quantity or count if you're selling supplements for example Um so you can analyze how those strategies are performing by slicing and layering the data Um so how would you use the uh customer journey and product path report yeah So now let's look at what happens after the first purchase happens Right So um this does go back five years The product path report shows which products customers buy first which they buy second and how long it takes You can see the amount of um customers that come in as well as the amount of occurrences This is a custom query Again it's not templated Um two things I always look at here First you know more customers are on two-step journeys So they start with a lower priced entry point and the second purchase is often you know the higher value item which means that entry point is doing more work than its revenue number suggests So um a good example of this is you know any drink brand on Amazon right um if you have a variety pack that's probably your top seller it's probably driving the most new to brand that if that uh variety pack ever goes out of stock um you're going to see massive decreases in your total sales and your new to brand because that's what's really driving um you know it's your entry product It's what's driving new brand growth People want to try different flavors then they might convert into one of those flavors in a larger pack size later Um you know so this really allows you to see that path Um second you know the repeat the repurchase timing column you can see it varies a lot Some paths have customers coming back in seven days others in you know 174 days That timing is your retargeting window If you're running one retargeting window for all of your customers you're almost certainly um messaging some of them too early and missing others entirely So you have to test different look back windows You know a supplement brand I worked with um was retargeting everyone at 14 days This report showed you know their main product had a 30-day average repurchase cycle and a secondary line was closer to like 90 100 you know we split the retargeting into separate windows by product line and the conversion rate of those campaigns went up meaningfully You can also see here what products are people buying together right so like thinking about supplements um you know big catalog but you know users who are buying supplements they're not typically as brand loyal They're supplement loyal but you can see what other types of supplements they're buying and really do cross productduct 36-39.

promotion or you know bundling opportunities as well Um so again beyond ads AMC there's use cases really in every aspect of your business Um so we in the interest of time um you know how can you kind of use these we talked about well how how can you use these to to really uh improve your advertising performance Yeah I I think quick framework um before we move into activation everything AMC measures um falls into two buckets So journey and influence how customers move through your funnel path mapping time to conversion custom audience creation and just really understanding who your customer is and how they got to you Then there's incrementality and intent right so whether your advertising is causing behavior or just appearing alongside it new brand metric experience search lift from you know midfunnel spending multi-touch attribution Most brands I talk to are comfortable with the first bucket The second one is where the gap usually is and it's it's where most of the interesting work um within AMC actually happens Okay Build and deploy So um yeah how can you actually use AMC audiences you we touched on this at the outset but going deeper Yeah um you know AMC audiences can be activated again I mentioned two ways uh through DSP sponsor display for direct targeting and through audience bid modifiers for sponsored products and sponsor brands I'll get into mid uh bid modifiers um I believe in the next slide but you know there's three types of audiences um that are kind of like the core buckets there's existing customers so people who have already bought from you can get really precise here you can target lapsed customers cart abandoners customers in a specific repeat purchase window for a specific product line customers who you know visited your brand store but not purchased or had multiple detail page views or have been exposed to your DSP campaigns Definitely recommend that one if you're not if you're running DSP you should be retargeting with bottomfunnel There's lookike customers So AMC builds lookike audiences of your um Amazon buyer base or your DTOC customer list People who you know behave like your best buyers but haven't purchased from you yet And then there's new customers true new to brand audiences using you know suppression logic that excludes anyone who purchased in the last five years You know cleaner new customer targeting than what standard Amazon audiences offer Um you know these audience I see most underused is is lapse customers Someone who bought eight months ago and hasn't come back isn't lost You know they just need a reason to return A targeted DSP campaign specifically for that group with you know creative that acknowledges they bought before it's consistently one of the highest ROI campaigns you can um execute And then I did want to add for abandoned carts there is a new um data set within AMC where you can now target com um customers who have your comp their competitor's items in their cart to try and you know steal market share or steal that sale away Um so that's very new as of you know I would say in the past month Um and we're in early testing but it's performing well All right So you alluded to it Um how how would you uh kind of use these audiences based on the stage of the funnel yeah I mean I think that there's different audiences for different stages Um you know we talked about how we measure the funnel but I think the biggest takeaway from this is if you're targeting users with upperfunnel campaigns you should absolutely be leveraging retargeting users who have been exposed to your upper funnel campaigns You see in the path to purchase report that users who are exposed to upperfunnel and then they you know end up at sponsored products their journey is much they're influenced more and their purchase rate is typically higher So if you're retargeting those users that were exposed um it's it's driving them down the funnel in a meaningful way And ideally what you're going to see through AMC is 40-43.

that um you're driving them all the way down to conversions Um I would say you know retargeting is at the bottom Uh I think we talked through a lot of this but you know there's a lot that you can implement throughout the different funnel stages with the various audiences that are available to you Yeah And again and I think I spoke about it earlier is using the right audiences and layering can really lead to incremental sales and where you can take market share from competitors because you can make sure you're getting in front of relevant customers or shoppers when they're in aisle uh as opposed to banking on getting them at the conversion stage And I would say to the extent you sell more expensive products that has an outsized importance because you know that the consideration windows are longer as opposed to uh impulse purchases in contrast where you know people go on Amazon they're looking for uh you know like sponges or cleaning supplies they're probably going to transact right away Um whereas you know thinking of making a mother purchasing a mother's day gift or a giftable item that's more you know uh $100 plus um you know getting in front of them when they're in aisle especially if you're running upperfunnel advertising is going to lead to better outcomes than just banking on you know that they find you Um so do you want to walk quickly through this kind of step-by-step guide on how to implement yeah we'll send you this Um but this is just essentially showing you how to create an AMC audience You can do this directly in the console Now for sponsored products you need if you want to um deploy anything on Amazon DSP you need to have that connection within your AMC account um to your your DSP Um so you create the audience then you can navigate to sponsored products directly in the console And after you've created the audience it will directly pull in um there's directions here just how to um you know there's a drop down and how to um deploy that And then um you can add specific targets within sponsored display um as well as DSP to actually target those users So very similar to a bid modifier uh for for placements uh within um sponsored ads Okay Um All right So um what how can you use AMC to boost bids yeah this goes further than just boosting bids There's you can have a coh cohesive strategy using AMC audiences with bid boost on one end and then targeting on the other because you can use it for bid boost with sponsored products and sponsored brands and targeting with sponsored display and DSP So um you can target one audience um on the DSP and then you can follow it up by boosting your bids for that exact same audience on sponsored church If you're targeting an audience you want to make sure you're visible for that audience when they're showing up in search Um it's also the opposite Um you can do a bid boost for specific audiences on sponsored you know products and then you can remarket to those audiences that clicked on those ads within you know sponsored display or DSP Um and then you can you know also have bid boosts and um identify like what audiences are performing well and then create lookike audiences of those customers You can also you know you can do um audiences of customers that have purchased X amount doesn't matter how many dollars So you can set it to like $500 over the past five months or over the past week if you want Um where you're targeting users who are are really actually buying on Amazon not just browsing This is really power These are powerful tools to be able to be a lot more targeted with your ad dollars and get more out of them Uh so maybe you can kind of explain this example here on on how you would uh leverage it Yeah So we we sort of went through this but this is an example of how you leverage um audience bid modifier So in this specific um example it's the term glasses right say you're a premium eyeglass uh product on Amazon and you're you're going after the term glasses but glasses is a very um 44-47.

a very broad term and if you're at a higher price point I will say this is something that I absolutely recommend um because you can burn budget very very quickly If you're trying to get to the top of search for very expensive terms where you know you know that there's cheaper alternatives make sure that you're doing audience adjustments because it's not about showing up at the top of search all the time It's about showing up for the right audience right so for this example the term glasses um setting a 50 cent bid um but then a 6x um increase on the audience high intent premium or new to brand shoppers so willing to pay $3 to reach those audiences Um you're essentially making sure that your ads are in front of the right customer that might convert and you know not just the broader audience I think that premium um brands have trouble reaching the right audiences on Amazon and again even in in high volume categories or especially in high volume categories you can burn budget really fast So this is a way to conserve your budget and just make sure that you're getting your products in front of the right users Yeah it really solves a challenge for a lot of premium brands that want to compete on high volume keywords but know that their price hasn't allowed them to historically So it's it's a great workaround in that regard Um yeah I I know we're running tight on time here so we'll run quickly through these last few slides Yeah this is directly from brand analytics Um just the customer journey We we look at this to understand abandoned cart rate by month and then we implement abandoned cart um retargeting to um understand how this drop off is changing over time And then these are just some custom audiences that um we found successful I mean seasonality is huge You can um look back at like what was happening last season and who bought last season Um Prime Day is huge Like looking back at you know who engaged with your ads last Prime Day I mean you can again you can go back five years So you can really get very granular with the audiences that you're going after Um these are a couple of just the use cases Okay So how can you use AMC for uh high visibility events like Prime Day yeah with Prime Day coming up this is a great time to talk about this Um I actually have never heard any other agency or brand talk about this report but within Amazon Marketing Cloud there is a temp pole event phase overlap So essentially what it allows you to do is you can choose your lead in period It's custom date range You can choose your leadout period also a custom date range and then you can choose your event period So for Prime Day um we typically would set our lead in period two weeks before then day of would be the four days of and then leadout period would be two weeks after Um and then you can understand how your marketing activations are acquiring customers Um so for the leadin you can see when were users were users exposed to your campaigns or your brand two weeks prior did they discover you the day of postevent I think is the most underleveraged there's so much c increase in the category the day of even if they don't buy you should be using those targeting lists that are available to you of users who visited your product detail pages or you can get down to users who read your reviews I mean it's it's very very in-depth um and retarget target those customers and then you know you can save those lists for next time you run a deal if they're not converting next time you run a deal target them um you know that they're deal shoppers on Prime Day Um so you get all those lists but you know you can go a step further and really understand you know h how many touch points did it take for a customer to convert when did they discover you were they last minute purchasers driven by the deal were they waiting to buy your product um this report it really does allow you to understand how your lead in day of and um postevent strategy are working together to drive 48-51.

that conversion Yeah I think it's a really powerful report um and a great way to uh improve performance So what's new in AMC harry are you still Oh we we lost you for a second Yeah I'm getting some I didn't hear any of that Getting some What's new in AMC yeah Um Amazon's pushing um Gen AI a lot So um you know even with coming out with um you know Rufus last year and then also Amazon prompt you can um come up with Amazon tailored um query results Um so Amazon is constantly updating what's available in their templates right so I remember years ago when I had to run SQL reports um it was timeconuming and it took like 30 minutes for a report and load today Amazon is really like frequently coming out with new templated audiences new um reporting cap reporting templates so I would I check every week because um every week I normally see something new So they're constantly refining and expanding their audience suite Um paid subscriptions is new which we went over I would again definitely recommend um coming up with use cases and then activating that 60-day trial Um and then again they're expanding their subscribe and save signals which um is definitely worth taking a look at if you're a CPG brand Okay last but not least five tests for 26 Yeah So I'll get through this quickly so we can have some questions Um there's you know multi-touch funnel sequencing So um understanding how many touch points drive conversion Um I think another thing here is um frequency reports and understanding what the frequency cap should be um throughout your funnel because you don't want to oversaturate users but also you want to make sure there's enough touch points where you know you're top of mind Um there's purchase cycle recency So you know again with retargeting windows you want to test different look back periods We kind of showed you the data to analyze to understand um where you should um start with retargeting and I think the question is where you where does retargeting stop adding value and AMC really allows you to um run those analysises Um you know creative testing So AMC allows you to see how are different creatives performing across different audiences You know there's so many different creative types There's product videos there's lifestyle there's uh you know banner ads with your all your products There's UGC videos now which perform really well So you know what format's performing the best and what's you know gaining the most impressions Uh conquesting uh we talked through that a little bit Um but how is that performing and then um are users switching from one brand to from a competitor brand to you and then um you know measure new household reach That's huge right so um what is your household reach prior to a campaign implementation and um what's the new household reach after you know um some of these do require holdout groups Um to truly test incrementality you kind of need a hold out group Um you know you can build those into the design before you launch Um I also wouldn't recommend running all five at once because you want a clean test Um so pick the one with the biggest unknown or the biggest um answer that you want and you know run with that Jam-packed a lot in here Uh and sorry any of you that had uh issues We apologize on behalf of Crowdcast A lot of great questions in only a couple minutes Peter thanks for for dropping so many good questions Uh some of them were more technical uh like about uh timeouts I think we'll save that and maybe if you want to talk about that offline we're happy to do that Um I think one good one here uh is about geographic sales Um so we said are you seeing any success with geographic sales so zip code targeting Uh what strategy do you recommend for US sales by postal code i am seeing thresholds on this when going too granular and AMC is extremely sensitive to it as it considers postal code near uh personally identifiable information and I I think that probably has to do with audience size threshold So if you 52-55.

too granular the audiences won't be big enough Yeah I'll be honest here Um that does have to do with the audience size For geo targeting I recommend it in very specific use cases Right So say you're a company selling pool products and you're trying to develop an evergreen like year- round strategy In the winter you know people on the East Coast they're probably not searching or buying pool products So we'd recommend targeting specific and say it's like let's go a step further and say it's a very premium brand um more expensive than their competitors We would recommend you know in the winter months targeting um those warmer um geographic areas but yes going into zip codes for zip codes of users who typically have high income or zip codes of users who likely have pools um in that neighborhood right um that's when I would recommend it In general I I for like a brand that is not uh that has the budget and um doesn't ha doesn't have that like seasonal aspect Um typically I recommend just more niche targeting because you don't want to limit where your ads are showing up If someone is in market and is meets your ICP right is your ideal customer Um you know they have the attributes of that You don't want to not reach those users just because they might live in a certain area or they might be in a certain area So geo targeting is is we recommend it in certain use cases but typically you know I'll just go US and make sure that I'm refining the audiences and making sure that the audiences are narrow I never want to go too broad because you know that's that's wasting um budget Yeah And I I guess the way to explain that differently is your time will be better spent analyzing and manipulating the audiences in most cases and the bids as opposed to the loca where where you're targeting people in terms of their location Like you'll get better outcomes from that unless you have a highly seasonal business and like it's a warm weather product and you want to exclude you know cold weather uh zip codes in in the winter for example Um but yeah I think that's how I'd reframe or come at that answer from a different perspective Yeah because usually there's a reason um that people would be in in market You don't want to miss out on a potential customer Um so you don't want to limit yourself just by by zip codes unless you know it's a very specific use case Um so that is all the time we have Um we will be sending this out uh once it it downloads Um and hopefully next time we won't have technical issues but we appreciate uh you um you know joining us today and going through this We hope that we found that found this you useful Uh please don't hesitate to reach out to us if you have more questions You can reach out to us on our website or uh either Harriet or me on LinkedIn um would be the best ways to to get in contact with us Thanks again and uh have a great week Think says 56-58.

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