{"id":44357,"date":"2020-06-17T08:49:30","date_gmt":"2020-06-17T15:49:30","guid":{"rendered":"https:\/\/content26.com\/?p=44357"},"modified":"2020-06-17T08:56:27","modified_gmt":"2020-06-17T15:56:27","slug":"use-your-customer-data-with-amazon-advertiser-audiences","status":"publish","type":"post","link":"https:\/\/987654321.space\/c26_dev\/blog\/use-your-customer-data-with-amazon-advertiser-audiences\/","title":{"rendered":"Use Your Customer Data with Amazon Advertiser Audiences"},"content":{"rendered":"

With close to $280.5 billion in 2018 sales<\/a>, Amazon has surpassed Google as the place shoppers go to research products<\/a>.<\/p>\n

Given Amazon\u2019s massive audience, it should come as no surprise that advertising on Amazon has proven popular since the company officially launched pay-per-click advertising in 2012<\/a>.<\/p>\n

Yet while Amazon Advertising\u2019s search offerings (Sponsored Brands, Sponsored Products, Sponsored Display) continue to provide brands with industry-leading Return on Ad Spend<\/a> (ROAS), Amazon\u2019s competitive marketplace requires brands to take a more sophisticated approach to advertising.<\/p>\n

One of the best tools for brands to expand their reach is the use of Amazon\u2019s audience insights. This demand-side platform, available to brands running Amazon DSP campaigns, provides a way for brands to reach shoppers based on their interests, behaviors, and demographics. Like many Amazon DSP offerings<\/a>, Amazon\u2019s audience solutions provide an amazing opportunity for brands to target their relevant audience and design a full funnel ad strategy to grow their brands.<\/p>\n

What are Amazon\u2019s audience solutions and how can brands best leverage these audiences?<\/p>\n

\"Amazon<\/p>\n

Creating Target Audiences<\/h2>\n

The customer journey is nonlinear. A shopper might find out about a product through Instagram and research it on the brand\u2019s direct-to-consumer website before visiting Amazon to read shopper reviews.<\/p>\n

Brands can take advantage of Amazon\u2019s deep understanding of consumer behavior, which will allow them to reach their target audience at different stages of the customer journey via Amazon DSP.<\/p>\n

Amazon’s audience solutions are based on customers\u2019 searching, browsing, and purchasing behavior across Amazon\u2019s marketplaces. A marketer can retarget an existing customer base with Amazon advertising campaigns as well as create lookalike and new audiences based on this existing audience.<\/p>\n

Multiple audiences can be combined in a campaign, and they can be used to target consumers on and off the platform.<\/p>\n

For example, a furniture store selling mattresses can remarket to the customers who\u2019ve already purchased a mattress and cross-sell them pillows.<\/p>\n

Or, if an advertiser wants to promote and increase sales of their newly launched garden water timers, they can target the audiences who have been recently considering and browsing in the Gardening Hand Tools category.<\/p>\n

Understanding Amazon’s Audience Solutions<\/h2>\n

Amazon audience solutions are comprised of 3 components:<\/p>\n

    \n
  1. Audience Insights<\/li>\n
  2. Amazon Audiences<\/li>\n
  3. Advertiser Audience<\/li>\n<\/ol>\n

    Let\u2019s look at each of these three in more depth<\/p>\n

    #1 Audience Insights<\/h3>\n

    Brands can use audience insights to understand the makeup (such as gender, age, and approximate household income) and shopping patterns on the Amazon platform of their target audience.<\/p>\n

    Audience Insights allow brands to explore shoppers\u2019 behaviors, deploying customized messaging and reengagement strategies. For example, if a brand\u2019s audience has a significant number of affluent 25- to 34-year-old shoppers, a brand may consider marketing to tech-connected millennials. Audience insights also show which days of the week and hours of the day a brand\u2019s top purchases are made. After looking at this data, a brand can use it to tailor campaigns or implement dayparting strategies to conserve budget and capitalize on shoppers during peak traffic timing.<\/p>\n

    This can be an advantage for brands that are new to Amazon Advertising, as it provides data around how customers search and purchase products on the platform. For brands that don\u2019t sell on Amazon, this tool will not be as useful as some others, such as an overlap report.<\/p>\n

    Audience Insights help brands to get following key categories of data.<\/p>\n