How to Use Amazon Custom Audience Advertising to Boost Your Business
Hi everyone, welcome to another article on digital marketing. Today, we are going to talk about a powerful and innovative way to reach your target customers online: Amazon custom audience advertising.
Amazon custom audience advertising is a display targeting strategy that uses Amazon's first-party shopping signals to help you grow your business and engage shoppers across the purchase journey, both on and off Amazon[^1^]. You can use self-service display ads to introduce your products, engage new customers, and remarket with scale, complementing your existing Amazon Ads efforts.
What are the benefits of Amazon custom audience advertising?
Amazon custom audience advertising offers you several advantages over other display advertising options. Here are some of them:
Control and flexibility
You can use Amazon custom audience advertising to reach audiences that have viewed your product detail page or similar products or categories on Amazon, as well as audiences that match your brand's core customer profile[^1^]. You can refine your audience selection by key product attributes, such as brand, price range, star rating, and Prime shipping eligibility, and assign separate bids for each of the selected audiences you want to reach[^2^]. You can also customize your creative headlines and add your brand logo to enhance your brand awareness[^2^].
Retail awareness
Amazon custom audience advertising is designed for retail, meaning that your ads will automatically stop serving if your product is out of stock or no longer the featured offer on Amazon[^2^]. This way, you can avoid wasting your ad budget on ads that cannot lead to an order. You can also leverage Amazon's retail insights, such as Deal of the Day, Prime eligibility, and Best Seller status, to showcase your product's value proposition and attract more customers[^2^].
Cross-channel reach
With Amazon custom audience advertising, you can reach customers not only on Amazon's properties, such as the website, app, Fire TV, and Kindle, but also on thousands of partner websites and apps that are part of Amazon's network[^1^]. You can also use Amazon's on-box advertising to surprise and delight customers with creative designs on their delivery boxes[^3^]. Additionally, you can use Amazon's experiential marketing solutions to create immersive and interactive experiences for customers in physical locations, such as Amazon 4-star stores, pop-up stores, and events[^4^].
How to get started with Amazon custom audience advertising?
If you are interested in using Amazon custom audience advertising for your business, here are the steps you need to follow:
Create an account
To use Amazon custom audience advertising, you need to have an account with Amazon Ads. You can sign up as a seller enrolled in Amazon Brand Registry, a vendor, an agency, or a technology provider. Amazon custom audience advertising is available in AE, CA, DE, FR, ES, IT, the UK, and the US[^2^].
Create a campaign
Once you have an account with Amazon Ads, you can create a campaign using Sponsored Display audiences. You can choose your campaign name, budget, duration, targeting strategy (views or audiences), products to advertise, audiences to reach (based on shopping behavior or interests), bids for each audience segment, and creative elements (headline and logo)[^2^]. You can also see the potential reach metrics for each audience segment in the campaign builder.
Monitor and optimize your campaign
After you launch your campaign, you can monitor its performance using the reporting tools provided by Amazon Ads. You can see metrics such as impressions, clicks, conversions, sales, return on ad spend (ROAS), cost per click (CPC), and cost per thousand impressions (CPM). You can also download reports on campaigns, targeting segments, advertised products, and purchased products. Based on these insights, you can optimize your campaign by adjusting your bids, budget, targeting strategy, and creative elements.
A comparison table of different display advertising options
| Display advertising option | Description | Pros | Cons |
|---|---|---|---|
| Amazon custom audience advertising | A display targeting strategy that uses Amazon's first-party shopping signals to reach customers across the purchase journey both on and off Amazon. | - Control and flexibility - Retail awareness - Cross-channel reach - Self-service platform - Performance-based pricing | - Requires an account with Amazon Ads - Subject to a minimum spend requirement - Limited creative formats - Limited geographic availability |
| Google Display Network | A network of websites, apps, and videos that show ads from Google Ads based on keywords, topics, audiences, and placements. | - Large reach - Variety of creative formats - Advanced targeting options - Integration with Google Analytics - Performance-based pricing | - Low click-through rates - High competition - Ad quality issues - Ad fraud risks - Privacy concerns |
| Facebook Audience Network | A network of websites, apps, and videos that show ads from Facebook based on user data, interests, and behavior. | - Large reach - Variety of creative formats - Advanced targeting options - Integration with Facebook Pixel - Performance-based pricing | - Low click-through rates - High competition - Ad quality issues - Ad fraud risks - Privacy concerns |
| Programmatic display advertising | A method of buying and selling display ads using automated platforms that match advertisers and publishers based on various criteria. | - Efficiency and speed - Transparency and control - Real-time optimization - Data-driven targeting - Performance-based pricing | - Complexity and learning curve - High costs and fees - Ad quality issues - Ad fraud risks - Privacy concerns |
FAQs about Amazon custom audience advertising
What is the difference between views and audiences in Sponsored Display?
Views and audiences are two different targeting strategies in Sponsored Display. Views allows you to remarket to customers who have viewed your product detail page or similar products or categories on Amazon. Audiences allows you to reach new customers who match your brand's core customer profile based on their interests and shopping behavior on Amazon[^2^].
How much does Amazon custom audience advertising cost?
Amazon custom audience advertising uses a cost-per-click (CPC) model, meaning that you only pay when someone clicks on your ad. You can set your own bids for each audience segment you want to target, as well as your daily or lifetime budget for your campaign. The minimum spend requirement for Amazon custom audience advertising is $35,000 per quarter[^5^].
How can I measure the effectiveness of my Amazon custom audience advertising campaign?
You can use the reporting tools provided by Amazon Ads to measure the effectiveness of your Amazon custom audience advertising campaign. You can see metrics such as impressions, clicks, conversions, sales, return on ad spend (ROAS), cost per click (CPC), and cost per thousand impressions (CPM). You can also download reports on campaigns, targeting segments, advertised products, and purchased products. These reports can help you understand how your campaign is performing and how you can optimize it for better results.
What are the best practices for creating a successful Amazon custom audience advertising campaign?
Some of the best practices for creating a successful Amazon custom audience advertising campaign are:
- Define your campaign goal and target audience clearly.
- Select the most relevant products to advertise based on your goal and audience.
- Use a combination of views and audiences targeting strategies to reach customers at different stages of the purchase journey.
- Refine your audience selection by key product attributes to increase your ad relevance and conversion rate.
- Customize your creative headlines and add your brand logo to enhance your brand awareness and recall.
- Monitor and optimize your campaign performance using the reporting tools and metrics provided by Amazon Ads.
- Test different variations of your campaign elements, such as bids, budget, targeting strategy, and creative elements, to find the optimal mix for your goal.
What are the limitations of Amazon custom audience advertising?
Some of the limitations of Amazon custom audience advertising are:
- You need to have an account with Amazon Ads to use this service.
- You need to meet the minimum spend requirement of $35,000 per quarter to use this service.
- You have limited creative formats to choose from for your ads.
- You have limited geographic availability for this service. It is only available in AE, CA, DE, FR, ES, IT, the UK, and the US.
- You have limited control over where your ads appear on Amazon's network of partner websites and apps.
How does Amazon custom audience advertising compare to other display advertising options?
Amazon custom audience advertising is a display targeting strategy that uses Amazon's first-party shopping signals to reach customers across the purchase journey both on and off Amazon. It offers several advantages over other display advertising options, such as control and flexibility, retail awareness, cross-channel reach, self-serviceplatform, and performance-based pricing. However, it also has some limitations, such as requiring an account with Amazon Ads, meeting a minimum spend requirement, having limited creative formats, and having limited geographic availability. You can compare Amazon custom audience advertising with other display advertising options, such as Google Display Network, Facebook Audience Network, and programmatic display advertising, in the table below.
How can I learn more about Amazon custom audience advertising?
If you want to learn more about Amazon custom audience advertising, you can visit the following resources:
- [Amazon Advertising website]: The official website of Amazon Advertising, where you can find information about all the advertising solutions offered by Amazon, including Amazon custom audience advertising.
- [Amazon Advertising blog]: The official blog of Amazon Advertising, where you can find the latest news, insights, and best practices on how to use Amazon Advertising to grow your business.
- [Amazon Advertising learning console]: The official learning platform of Amazon Advertising, where you can access free online courses and certifications on various topics related to Amazon Advertising, including Amazon custom audience advertising.
- [Amazon Advertising help center]: The official help center of Amazon Advertising, where you can find answers to frequently asked questions and troubleshooting tips on how to use Amazon Advertising effectively.
Conclusion
Amazon custom audience advertising is a powerful and innovative way to reach your target customers online using Amazon's first-party shopping signals. You can use this service to introduce your products, engage new customers, and remarket with scale, both on and off Amazon. You can also enjoy the benefits of control and flexibility, retail awareness, cross-channel reach, self-service platform, and performance-based pricing. However, you also need to be aware of the limitations of this service, such as requiring an account with Amazon Ads, meeting a minimum spend requirement, having limited creative formats, and having limited geographic availability. You can compare this service with other display advertising options to find the best fit for your business goals and budget. You can also learn more about this service by visiting the resources mentioned above.
We hope you found this article helpful and informative. If you have any questions or feedback, please leave a comment below. And don't forget to check out our other articles on digital marketing topics. Thank you for reading!
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