Performance Marketing
Deep Insights from Amazon Marketing Cloud
Utilizing the Next Generation of Amazon Analytics
Enhance Marketing Capabilities with Amazon Marketing Cloud
Detailed Reporting Capabilities
Leveraging Analytics for Stronger Strategies
The Power Duo: AMC and DSP
AMC has truly been a game changer with regards to strategically and efficiently growing brands on Amazon and beyond. The ability and insight it provides in terms of new-to-brand customer acquisition effectiveness across all ad types, targeting nuanced audiences, and analyzing the ad combination purchase paths that provide the greatest effectiveness have been particularly impactful. With AMC being made available to all Amazon advertisers as of October of last year, now is a perfect time to lean in and leverage it to elevate your brand's performance on Amazon.
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Key Benefits to Implementing Amazon Marketing Cloud
Key Benefits to Implementing Amazon Marketing Cloud
Amazon Marketing Cloud turns Amazon’s data trove into actionable intelligence. It’s a game-changer for brands seeking a competitive edge, including benefits such as:
- Comprehensive Data Insights: Access to extensive data for informed decision-making and strategy development.
- Advanced Targeting Capabilities: Precise audience segmentation and targeting based on behavior, demographics, and purchase intent.
- Unified Campaign Management: Manage all Amazon advertising efforts under one platform for streamlined operations.
- Optimized Budget Allocation: Efficient use of ad spend through data-driven insights and performance tracking.
- Enhanced Brand Visibility: Maximize exposure across Amazon’s vast ecosystem with targeted ads.
- Improved Conversion Rates: Target high-intent audiences to increase conversion rates.
- Competitive Advantage: Stay ahead by leveraging real-time analytics and adapting strategies quickly with the help of an Amazon Marketing Cloud agency partner like Brandwoven.
- Scalability: Scale campaigns effectively with flexible tools and resources.
- ROI Maximization: Drive higher returns on investment through optimized strategies.
- Long-term Growth: Establish a sustainable presence and foster customer loyalty through effective marketing strategies.
Navigating this powerful tool is where having the right partner makes all the difference. Brandwoven is one such agency – an expert guide to help you harness Amazon Marketing Cloud’s full potential. As a full-service Amazon consultancy, Brandwoven has extensive experience in marketplace data and strategy, and was founded on the principle of driving measurable growth for brands.
Creating and Targeting Key Customer Profiles
Creating and Targeting Key Customer Profiles
Throughout the customer lifecycle, our agency utilizes Amazon Marketing Cloud to segment audiences based on various factors for more targeted messaging. We can target customers at a specific stage in the buying journey and use insights from the Amazon Marketing Cloud data collected to track behavior. Amazon Marketing Cloud analyzes this data across multiple touchpoints, providing insights into customer interactions from awareness to conversion on the Amazon platform. Instead of looking at isolated campaign metrics, Amazon Marketing Cloud lets our agency stitch together the full sequence of events that led up to a purchase. For example, we might discover that many customers first saw a Sponsored Brands video, later clicked a Sponsored Product ad, and finally made a purchase after a remarketing ad on DSP. With traditional tools, understanding this path to purchase was extremely difficult, but Amazon Marketing Cloud now allows our agency’s marketing team to provide clients with a much richer picture of everything that influenced a sale. Our advertising team uses this information to ensure that every campaign is effectively supported, reducing drop-offs.
Attribution Modeling
Attribution Modeling
Optimizing solely on last-click ROAS might cause your brand to undervalue upper-funnel ads that don’t get last clicks but are essential in driving awareness or consideration. Amazon Marketing Cloud provides the full picture by revealing all the touchpoints in a customer’s journey and their interactions. This precision has direct financial implications. Your brand can reallocate spend with confidence, knowing that when you invest in an early-funnel video or a mid-funnel display ad, the Amazon Marketing Cloud data confirms how those ads contribute to downstream sales. Over time, an optimized attribution model in Amazon Marketing Cloud will significantly improve your brand’s marketing efficiency – often boosting overall ROAS from eliminating overspending on last-touch-heavy areas and supporting the tactics that truly create incremental sales.
Understanding attribution – which ads truly drive conversions – is a perennial challenge in marketing. On Amazon, this can be especially tricky because a customer’s path can involve multiple ad types and touchpoints. Partner with an Amazon Marketing Cloud agency like Brandwoven that will bring clarity to attribution on Amazon, allowing you to credit and invest in the ads that actually drive results, not just those that appear to on the surface.
New-To-Brand Customer Opportunities
New-To-Brand Customer Opportunities
Amazon Marketing Cloud’s tools also offer valuable campaign-level and even product-level info. This ability gives insights into which campaigns or products are providing the strongest New-To-Brand (NTB) opportunities.
NTB sales are a key metric as it helps track how many new customers your advertising efforts are reaching. If your NTB customer data isn’t growing, that can be an indicator that your brand needs to expand its advertising capabilities as you’re only reaching the same customer base over and over again (and, depending on your industry, this can negatively impact sales if your products have low repeat purchase rates).
NTB customers mainly come from top-of-search placements on Amazon. Leveraging Amazon Marketing Cloud gives you the ability to view NTB data at the campaign level (across all ad types) to determine how many NTB sales are from certain ad terms. Similarly, you can view NTB data at the product level (across all products) to determine how many NTB sales are generated from certain products. Imagine how helpful it would be for your brand to see the data and value behind your advertising investment.
At this point, about half of Brandwoven’s clients have AMC instances. AMC gives us, and therefore your brand, the technology to analyze consumer behavior data, identify patterns, opportunities, and improvements to existing campaigns or product promotional strategies. Every interaction a customer has with your Amazon presence – what they search for, which products they compare, which features they respond to – is a data point that can inform your product roadmap. Essentially, Amazon Marketing Cloud data allows our agency to peer into consumer preferences and behaviors at a granular level, which is incredibly valuable for brands who are missing opportunities on marketplace.
Brands at the forefront are already using data to drive decisions, and Amazon Marketing Cloud adds a rich dataset to that decision-making. By leveraging Amazon Marketing Cloud in partnership with an advertising agency like Brandwoven, you can ensure that campaigns and products align closely with market signals and customer needs, increasing the chance of sales growth.
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Frequently Asked Questions
How does Amazon Marketing Cloud integrate with Amazon DSP and AMS?
Amazon Marketing Cloud integrates seamlessly with Amazon DSP and AMS, allowing us to manage and optimize campaigns across search, display, and video formats from one unified platform.
What targeting options are available through Amazon Marketing Cloud?
Amazon Marketing Cloud offers advanced targeting capabilities, including audience segmentation based on demographics, interests, shopping behavior, and custom audience lists, ensuring precise ad placement to maximize engagement.
How can Amazon Marketing Cloud help improve campaign ROI?
By providing comprehensive analytics and performance metrics, Amazon Marketing Cloud enables us to track campaign effectiveness, optimize bidding strategies, and allocate budgets efficiently, driving higher ROI and better campaign outcomes.
What are the advantages of using Amazon Marketing Cloud for cross-channel advertising?
Amazon Marketing Cloud supports cross-channel advertising by integrating data insights from various touchpoints, enabling us to create cohesive marketing strategies that reach customers at different stages of the buying journey, maximizing brand visibility and conversion opportunities.