What’s Amazon Advertising and marketing Cloud: A Full Information for Advertisers

August 18, 2023

The first aim of any e-commerce model proprietor or Amazon advertiser is to construct consciousness and drive gross sales.

Nevertheless, with the large shift in consumer behavior and the deprecation of third-party cookies, advertisers throughout the globe are scrambled to search out solutions to the essential questions, equivalent to:

What’s the demographic of your most partaking viewers?
What location drives your most gross sales?
Which media combine brings essentially the most conversion to your model?

Amazon Advertising and marketing Cloud (AMC) solves this problem by offering detailed aggregated information options to advertisers.

This text will clarify what Amazon Advertising and marketing Cloud is and the way you need to use it to drive data-driven enterprise selections.

A fast peek into the article:

What’s Amazon Advertising and marketing Cloud?

In at the moment’s day and age, information is all the things.

For the previous a number of years, advertisers have been measuring the success of their cross-channel campaigns by net cookies.

Nevertheless, as browsers started to dam third-party cookies, it grew to become a wrestle for advertisers to measure conversions throughout a number of channels and make data-driven selections.

To deal with the problem, Amazon launched the Amazon Advertising and marketing Cloud (AMC) in 2021 – a safe, privacy-safe cloud-based resolution the place advertisers can simply carry out analytics throughout a number of channels and perceive their buyer’s buying journey on and off Amazon.

The AMC report combines Amazon Ad Campaign data like impressions, clicks, and conversions and advertisers’ personal information units to offer you a holistic view of marketing campaign efficiency.

How Does Amazon Advertising and marketing Cloud Work?

Amazon Advertising and marketing Cloud is designed to keep up end-users’ privateness, so it doesn’t present user-level information. As a substitute, it teams the actions of 100 distinctive customers and exhibits the aggregated information to the advertisers. It permits you to perceive the shoppers’ journey whereas nonetheless defending their personal information.

With AMC, manufacturers can get a deeper perception into viewers habits and measure the influence of their full-funnel marketing strategies.

The way to Use Amazon Advertising and marketing Cloud To Your Benefit

With numerous quantities of knowledge on AMC, it could possibly get cluttered actually shortly. We suggest establishing a enterprise aim or figuring out an issue first after which working backward to unravel the issue by the AMC insights.

For instance, let’s say you’re a style retailer planning to launch a brand new summer time clothes line on Amazon. You should use Amazon Advertising and marketing Cloud to get entry to the granular demographic information of previous clients, most-searched key phrases, shopping for habits, and so forth. And with this info, create a data-driven product launch strategy that will get you in entrance of your goal clients and brings in most gross sales.

Listed below are a number of the insights you will get from Amazon Advertising and marketing Cloud:

Viewers evaluation: Uncover and section your audiences based mostly on habits, preferences, and pursuits.
Buyer journey evaluation: It exhibits what your buyer’s journey seems like by consciousness to consideration to conversion. With this info, you can also make extra data-driven methods to your promoting campaigns and maximize gross sales.
Media-mix evaluation: Perceive the incremental worth and effectiveness of different advertising channels (DSP + Sponsored Advertisements) and their mixtures.
Buy habits evaluation: Establish the triggers that lead clients to purchase your merchandise.
Full-funnel promoting evaluation past Amazon DSP: Measure the influence of your promoting efforts throughout the complete funnel, from consciousness to conversion throughout totally different channels.

Observe: Initially, you possibly can see the promoting information for the previous 28 days. From then on, the information is saved in AWS for as much as a yr, and you may analyze the information any time you need. Amazon Advertising and marketing Cloud has additionally not too long ago built-in with Sponsored Manufacturers. It offers you many advantages, together with:

Viewers attain evaluation: Measure the attain of various Sponsored Brand campaigns.
Advert-attributed conversions: Analyze the full model purchases and gross sales from Sponsored Manufacturers adverts.
Key phrase evaluation: Establish high-performing key phrases for Sponsored Manufacturers adverts.
Path to conversion: Perceive the efficiency of Sponsored Model adverts within the buyer journey.

The way to Register With Amazon Advertising and marketing Cloud

For those who fulfill all the necessities for Amazon Advertising and marketing Cloud, go to this page and begin the applying course of.

First, choose your nation, fill out the contact type, and submit.

After that, the account supervisor from the Amazon Advertising and marketing Cloud crew will contact you to arrange your AMC account. It will possibly take as much as three to 5 enterprise days.

Minimal Necessities to Use Amazon Advertising and marketing Cloud

Amazon Advertising and marketing Cloud isn’t accessible to everybody. Advertisers or manufacturers have to have an Amazon DSP account to be eligible for Amazon Advertising and marketing Cloud.

Listed below are some necessities for utilizing Amazon Advertising and marketing Cloud:

You should have an executed Amazon DSP Grasp Service Settlement
You should have deliberate campaigns or run campaigns on DSP prior to now 28 days
You want somebody conversant in SQL database language to make queries within the AMC database.
You want to have an AWS account.
Amazon Advertising and marketing Cloud is accessible in 17 world marketplaces, together with the USA, Canada, Mexico, Brazil, Germany, Spain, France, Italy, the Netherlands, Sweden, the UK, Saudi Arabia, the United Arab Emirates, Australia, India, Japan, and Singapore.

How Advertisers Can Use Amazon Advertising and marketing Cloud

Now that you just perceive how AMC works, let’s perceive some tangible methods you need to use AMC at the moment:

Attain Broader Audiences

Use AMC to evaluate the full variety of shoppers who had been uncovered to your manufacturers’ adverts at totally different levels of the advertising and marketing funnel – from consciousness to consideration to conversion.

It allows you to perceive the influence of promoting efforts on totally different viewers segments and refine technique to maximise attain.

Additionally, create customized viewers segments based mostly on varied standards, equivalent to buy historical past, shopping exercise, product affinity, and loyalty standing, utilizing AMC to enhance your focusing on.

Get New-to-Model Insights

With AMC, you get readability on new-to-brand buyer insights for Sponsored Products and DSP campaigns.

For instance, let’s say you might have a Sponsored Product marketing campaign with low ROAS. However while you analyze with Amazon Advertising and marketing Cloud, you see that 70% of gross sales on this marketing campaign come from new-to-brand clients. Additionally, if you happen to see the NTB clients have, on common, 5 repeat purchases, then all of the sudden, the marketing campaign begins to look good.

Analyze Gateway ASINs

Amazon Advertising and marketing Cloud additionally allows you to determine ASINs that act as “gateway merchandise” – that means the merchandise that consumers buy from the model for the primary time.

With this perception, you possibly can allocate advertising budgets to those ASINs to generate most new-to-brand gross sales and purchase market share. Alternatively, you possibly can pair them up together with your new launches and improve gross sales by upselling.

Establish Prime Amazon DMA (Designated Market Areas)

AMC may also assist you determine the designated market areas from the place your merchandise get the utmost variety of repeat purchases from new-to-brand clients.

Launch focused Amazon DSP campaigns in these areas to increase the attain and generate extra new-to-brand clients. It will increase ROAS and reduces buyer acquisition prices in these areas.

Analyze Conversion Charges

Amazon Advertising and marketing Cloud gives a extra clear manner so that you can analyze the influence of various advert campaigns on conversion charges with the assistance of customized attribution fashions.

For instance, let’s say you’ve seen that working a mixture of Product Targeting ads and Sponsored Display ads generates a considerably higher conversion rate than utilizing both marketing campaign sort alone. You should use this info to plot a complete advert technique to extend gross sales with out losing advert finances on different sorts of campaigns.

Distinction Between Amazon Advertising and marketing Cloud and Amazon DSP Reporting

Now that we’ve explored totally different use circumstances of AMC, let’s delve right into a comparability between the reporting characteristic for 2 outstanding instruments, Amazon Advertising and marketing Cloud (AMC) and Amazon DSP

Amazon Advertising and marketing Cloud Reporting	Amazon DSP Reporting
Can report on cross-channel media efficiency	Can report on media efficiency of adverts purchased by Amazon DSP
Enhances the reporting capabilities obtainable in Amazon DSP	Supplies pre-aggregated customary metrics
Experiences are outputs of SQL query-based evaluation	Experiences are delivered by way of Amazon DSP console on-demand or by API

Remaining Ideas

Amazon Advertising and marketing Cloud is an thrilling replace for manufacturers, whose promoting technique includes a mixture of a number of platforms and channels, equivalent to Sponsored Advertisements and Amazon DSP.

Nevertheless, For those who’re an advertiser prepared to make use of easy-to-understand advertising and marketing insights, amazonnewstoday’s 360-degree market platform will be the fitting resolution for you.

With this platform, you possibly can handle your stock, optimize your listings, run worthwhile adverts, and attain new clients throughout a number of channels.

Not simply that, armed with seasoned PPC experts, amazonnewstoday additionally helps you obtain your promoting objectives and scale your online business.

Schedule a demo at the moment and take step one towards enterprise success.

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Publish Written by:

Arishekar N

Arishekar N, Sr. Director of Advertising and marketing & Progress at amazonnewstoday, is a specialist in digital advertising and marketing, along with web site key phrase optimization for search engines like google and yahoo. His areas of experience embody enhancing the natural & paid rating of webpages on search engines like google and yahoo with revolutionary website positioning & SEM methods and on-line promotions.

Ask something or share your suggestions E-mail: arishekar.n@sellerapp.com