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AMC Audiences for Sponsored Ads Playbook

Use cases & best practices for AMC Audiences for SP

Andrea Mamone avatar
Written by Andrea Mamone
Updated over 2 weeks ago

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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


Ex. Brand_Audience_Lookback window (Nike_NTB Lookalike_30 days).

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:

  • Awareness

    • High Value Shoppers Lookalike

    • Past Purchasers Lookalike

    • New to Brand Purchasers Lookalike

  • Consideration

    • Repeat Page Viewers

    • Search Term Targeting

  • Conversion

    • Add to Cart Targeting

    • Add to Wishlist Targeting

[Cross-sell / up-sell strategy] Create audiences with ASINs that aren’t in the campaign:

  • Consideration

    • Search Term Targeting

    • Subscribe and Save Shoppers

  • Conversion

    • High Value Shoppers

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

  • Based on the sales velocity.

  • Can use smaller % for if you have higher sales volumes.

💡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)

  • Flagship Search Terms: Build an audience with flagship category search terms that are relevant to my brand & products.

  • Cross-Category Targeting: Identify shoppers who engage with complementary categories (e.g., fitness apparel → protein supplements).

  • Seasonal & Trend-Based Audiences: Capture audiences who engage with seasonal search terms (e.g., "summer skincare" or "back-to-school supplies").

💡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)

  • For lower AOV (Average Order Value) products: use a smaller number of minimum page views (1-2) ;

  • For high AOV products: use a higher number since the customer may be shopping around more and would have a longer consideration period before purchasing (3-4+).

Lookback Window

  • For upper funnel awareness audiences: use a longer lookback window – start with 90-365 days.

  • For consideration & conversion-focused audiences: use a shorter lookback window to drive frequency and urgency – start with 7-30 days.

Strategies around tent pole events like PD, BFCM:

  • Before the deal event, use awareness audiences to drive visibility of your products to new customers, since they are lookalike audiences

  • During the deal event, use audiences Search Term Targeting and/or Repeat Page Viewers with a 7-30 lookback window to create an audience of customers who were recently browsing for them to convert now that the product is discounted

  • After the deal event, use audiences Subscribe and Save Shoppers, Add to Cart Targeting and/or Add to Wishlist Targeting with a lookback window that includes the deal period to either drive conversion or increase SnS rates

💡 If you need a larger audience to meet the minimum of 2,000 customers, you can increase the lookback window.


Reach

(required for High Value Shoppers Lookalike, Past Purchasers Lookalike, New to Brand Purchasers Lookalike)


Start with “Most Similar”, which will give you a lookalike audience closest to your seed audience.

💡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

AMC audiences 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:

  1. Run Sponsored Brands (SB) video ads to drive education.

  2. Apply to unbranded campaigns in Sponsored Products to capture initial intent.

  3. 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:

  1. Sponsored Products campaigns with exact match keywords → think Keyword Boost campaigns or custom keyword goals.

  2. 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:

  1. Run Sponsored Products (SP) campaigns with high-bid TOS placement.

  2. 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.

    1. 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.

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