Amazon is one of the largest online marketplaces in the world, and as an advertiser, it's essential to have a clear understanding of their advertising features. One of the most effective features of Amazon's advertising platform is the ability to target different audiences. In this article, we will explore the three main audience types available on Amazon's Display Ads: Amazon Audiences, Views Remarketing, and Purchases Remarketing. We will also discuss examples of how to utilize these audiences effectively and strategies for success.
Amazon Audiences
Amazon Audiences are a powerful targeting feature that allows you to reach customers based on their shopping behavior, interests, and demographics. Amazon's algorithms analyze customer data to identify customers who are most likely to be interested in your product or service. Amazon Audiences can be further broken down into two types:
1. Interest-based targeting: This type of targeting is based on customers' interests, such as their browsing history, search queries, and purchase history. With interest-based targeting, you can reach customers who are likely to be interested in your product or service based on their behavior on Amazon.
2. Demographic targeting: This type of targeting is based on customers' demographic data, such as their age, gender, and location. With demographic targeting, you can reach customers who match your ideal customer profile.
Example: If you sell athletic shoes, you can target customers who have recently searched for running gear, or customers who have recently purchased athletic shoes on Amazon.
Views Remarketing
Views Remarketing is a targeting feature that allows you to reach customers who have viewed your product detail page but have not yet made a purchase. With Views Remarketing, you can target customers who have shown interest in your product but have not yet converted. This type of targeting is a powerful way to re-engage with customers who are already familiar with your brand.
Example: If you sell pet food, you can target customers who have viewed your product detail page for a specific type of pet food but have not yet made a purchase.
Purchases Remarketing
Purchases Remarketing is a targeting feature that allows you to reach customers who have made a purchase from your brand. With Purchases Remarketing, you can target customers who have already bought from you and encourage them to make another purchase. This type of targeting is an effective way to build customer loyalty and increase customer lifetime value.
Example: If you sell home decor, you can target customers who have purchased a specific type of home decor item in the past, such as a rug or a lamp.
Maximizing the Effectiveness of Amazon's Display Ads Audience Targeting Features
- Understand Your Target Audience Before creating your display ads campaign, it's crucial to understand your target audience. Use Amazon's audience insights tool to gather valuable information about your audience's interests, demographics, and buying behavior. This information can help you create a more personalized and effective ad campaign that resonates with your target audience.
For instance, if you're selling fitness equipment, you may use the audience insights tool to discover that your target audience is interested in healthy living, fitness apps, and wellness products. You can use this information to create ads that highlight how your fitness equipment can help them achieve their fitness goals.
- Use Behavioral Targeting Behavioral targeting is a powerful feature that allows you to target customers based on their online behavior. By analyzing the customer's browsing and purchase history, Amazon can create a profile of their interests and preferences. You can use this information to create ads that are more relevant to their interests, increasing the chances of them clicking on your ad and making a purchase.
For example, if you're selling baby products, you can use behavioral targeting to target customers who have recently searched for baby products or have bought baby products online. This will help you reach customers who are already interested in baby products and are more likely to make a purchase.
- Use Contextual Targeting Contextual targeting is another effective targeting feature that allows you to target customers based on the content they are viewing. By targeting customers based on the content they are viewing, you can create a more personalized and relevant ad experience. This can increase the chances of the customer clicking on your ad and making a purchase.
For example, if you're selling home decor products, you can use contextual targeting to show your ads to customers who are reading blog posts or articles about home decor. This allows you to target customers who are already interested in home decor and are more likely to make a purchase.
- Use Retargeting Retargeting is a powerful feature that allows you to target customers who have already interacted with your brand. By retargeting customers who have previously visited your website or engaged with your brand, you can increase the chances of them making a purchase. Retargeting also allows you to create more personalized ad experiences based on their previous interactions with your brand.
For instance, if a customer has added a product to their cart but did not complete the purchase, you can use retargeting to show them an ad promoting the product with a discount or a limited-time offer. This can encourage them to complete their purchase.
- Use Lookalike Targeting Lookalike targeting is a feature that allows you to target customers who are similar to your existing customers. By analyzing the behavior and preferences of your existing customers, Amazon can create a profile of their interests. It then finds customers who have similar interests and preferences and targets them with your ads.
For example, if you're selling skincare products, you can use lookalike targeting to find customers who have similar interests and preferences to your existing customers. This allows you to reach new customers who are more likely to be interested in your products.
Maximizing Amazon Audiences by fetching data from Amazon campaigns: Techniques for Views and Purchases Remarketing
- Amazon Audiences
Amazon Audiences are groups of customers who have interacted with your brand or products on Amazon. These audiences can be used to create targeted advertising campaigns that are more likely to convert.
To find the best techniques to get data from Amazon campaigns to run below Amazon Audiences, you should start by analyzing your campaign data. Look for patterns in customer behavior, such as which products they viewed or purchased, and which keywords they searched for.
You can also use Amazon's advertising reports to analyze customer behavior and identify patterns. For example, the Search Term Report shows the keywords customers used to find your product, while the Campaign Performance Report shows the performance of your campaigns.
Once you have identified patterns in customer behavior, you can use this information to create Amazon Audiences that are more likely to convert. For example, you can create an audience of customers who viewed a specific product but did not make a purchase.
- Views Remarketing
Views Remarketing is a technique that allows you to target customers who viewed your product but did not make a purchase. By targeting these customers with ads, you can encourage them to return to your product page and complete their purchase.
To find the best techniques to get data from Amazon campaigns to run Views Remarketing, you should analyze your campaign data and identify customers who viewed your product but did not make a purchase. You can then create a Views Remarketing campaign that targets these customers with personalized ads.
To create personalized ads, you can use Amazon's Dynamic Creative feature, which allows you to create multiple ad variations that are automatically optimized based on customer behavior.
- Purchases Remarketing
Purchases Remarketing is a technique that allows you to target customers who have previously purchased your product. By targeting these customers with ads, you can encourage them to make repeat purchases or purchase related products.
To find the best techniques to get data from Amazon campaigns to run Purchases Remarketing, you should analyze your campaign data and identify customers who have previously purchased your product. You can then create a Purchases Remarketing campaign that targets these customers with personalized ads.
Conclusion: To maximize the effectiveness of Amazon's display ads, it is crucial to understand and utilize their audience targeting features, such as Amazon Audiences, Views Remarketing, and Purchases Remarketing. By using these features effectively and implementing targeting strategies such as understanding your target audience, using behavioral targeting, contextual targeting, retargeting, and lookalike targeting, you can create more personalized and relevant ad experiences that increase the chances of customers making a purchase. Additionally, fetching data from Amazon campaigns can help optimize Views and Purchases Remarketing by targeting customers who have already shown an interest in your brand or made a purchase. By utilizing these techniques, advertisers can drive more traffic, increase customer lifetime value, and improve their return on investment.
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Amazon Audience, View Remarketing and Purchase Remarketting
By: JMG
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