Quick Links:
Introduction
AMC Audiences is an advanced solution that enables businesses to better understand their audience and create more targeted, effective campaigns.
With its newest feature, the ability to assign audiences directly to sponsored ads (SP and SB Campaigns), Perpetua users can now further refine their targeting strategies and deliver highly personalized content to the right audiences, maximizing engagement and campaign performance.
In this article, we aim to provide you with some best practices to consider when building your audiences, strategies to apply to your campaigns for each advertising funnel and a set of case studies with their achieved results.
Audience Creation Recommendations
Inputs | Recommendations |
Audience Name | Include your brand, audience & lookback window in your naming conventions so you can track it
|
Do you wish to define products for this audience? | Focus on profitable ASINs
Create audiences with the same ASINs that you are promoting in the campaign:
[Cross-sell / up-sell strategy] Create audiences with ASINs that aren’t in the campaign:
|
Customer Value (required for High Value Shoppers Lookalike & High Value Shoppers) | Start with the top 10-20% of customers and expand if needed to increase the audience size
💡If you need a larger audience to meet the minimum of 2,000 customers, you can increase the %. |
Search Terms (required for Search Term Targeting) |
💡If you need a larger audience to meet the minimum of 2,000 customers, you can add more search terms. |
Product Page Views (required for Repeat Page Viewers) |
|
Lookback Window |
Strategies around tent pole events like PD, BFCM:
💡 If you need a larger audience to meet the minimum of 2,000 customers, you can increase the lookback window. |
(required for High Value Shoppers Lookalike, Past Purchasers Lookalike, New to Brand Purchasers Lookalike) |
💡If you need a larger audience to meet the minimum of 2,000 customers, you can change to Similar or Balanced. |
Campaign Strategy for Each Advertising Funnel
1️⃣ Funnel: Awareness Audiences (Brand Discovery & Expansion)
⚽ Goal: Introduce your brand and products to new, high-potential shoppers.
Audience | Best Ad Unit | Strategy |
High Value Shoppers Lookalike | SB, SP | Run Sponsored Brands (SB) video ads. Use broad match keywords in SP for visibility. |
Past Purchasers Lookalike | SB, SP | Target lookalike audiences and educate them through Sponsored Brands (SB). |
New To Brand Purchasers Lookalike | SB, SP | Run SB video campaigns to introduce products to new potential buyers. |
📍Execution Steps:
Run Sponsored Brands (SB) video ads to drive education.
Apply to unbranded campaigns in Sponsored Products to capture initial intent.
Placement Multiplier: Add an aggressive Top of Search (TOS) placement multiplier for visibility.
🚀 Optimisation Tips:
Start with a 50% AMC audience bid multiplier (1.5x).
Use category-based targeting to broaden reach
Test Rest of Search (ROS) with lower bid adjustments for cost efficiency.
Layer on automated Stream schedules (Efficiency, Sales, Visibility) during peak hours
2️⃣ Funnel: Consideration Audiences (Engaged Shoppers, Nurturing & Retargeting)
⚽ Goal: Help shoppers understand your products and drive them toward purchase.
Audience | Best Ad Unit | Strategy |
Search Term Targeting | SP | Depending on the search term, apply to campaigns where the products are relevant to the search term or use to cross sell from other categories. |
Repeat Page Viewers | SP | Retarget high-intent visitors using unbranded SP campaigns and aggressive SP TOS bidding. |
Subscribe & Save Shoppers | SP | Cross-sell/upsell via SP. Good for both branded and unbranded traffic. Good for consumable products and not durables → products that run out and need to be rebought (ex. Dog food, skin care, coffee, CPG, etc.) |
📍Execution Steps:
Sponsored Products campaigns with exact match keywords → think Keyword Boost campaigns or custom keyword goals.
Increase bid adjustments for TOS placement for high-intent searchers.
Test different lookback windows (7-day vs. 30-day) for best performance.
🚀Optimisation Tips:
Start with a 50% AMC audience bid multiplier (1.5x).
Test bid modifiers for Rest of Search (ROS) to capture cost-effective clicks.
Layer on automated hourly Stream schedules (Efficiency, Sales, Visibility) during peak hours.
3️⃣ Funnel: Conversion Audiences (High-Intent & Purchase-Ready Shoppers)
⚽ Goal: Drive final purchase decisions by leveraging retargeting and urgency.
Audience | Best Ad Unit | Strategy |
High Value Shoppers | SP | Create an audience with your hero product(s) and apply the audience to campaigns that advertise other ASINs to reach customers familiar with your brand and introduce them to more products. |
Add To Cart Targeting | SP | Apply high-bid TOS targeting in SP. |
Add To Wishlist Targeting | SP | Use SP campaigns, branded and/or category campaigns. |
📍Execution Steps:
Run Sponsored Products (SP) campaigns with high-bid TOS placement.
Drive conversions by applying the audience to branded campaigns – remember that these are customers who have added to cart / added to wishlist but have not purchased yet.
Apply to both branded & category campaigns for the same ASIN(s) as the seed audience.
🚀 Optimisation Tips:
Start with a 50% AMC audience bid multiplier (1.5x).
Prioritize Top of Search (TOS) placement for high-intent audiences.
Use Rest of Search (ROS) with a lower bid to sustain visibility post-click.
Layer on automated hourly Stream schedules (Efficiency, Sales, Visibility) during peak hours.
Case Studies & Results
See how we’ve helped others succeed. Click the button below to read our case studies.
Other Related Articles
Explore additional resources in our Help Centre that may assist you with other AMC Audiences-related questions.
Please don't hesitate to reach out to your Client Success Manager or our Live Chat Support Team if you have any further questions.
Article last updated April 2025. If you find this information to be out of date, please contact hello@perpetua.io.