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Commerce Compass: Amazon PPC Strategies
How Do I Increase New-to-Brand Customers?
How Do I Increase New-to-Brand Customers?
Written by Gary Ghoukasian
Updated over a week ago

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Features/Ad Unit

  • Sponsored Brands

  • Sponsored Display

  • DSP


  • NTB Orders

  • Branded searches

What is a New-to-Brand Customer?

A new-to-brand customer is a customer who has not made a purchase of the brand in a 1-year look-back window. For Sponsored Ads, you can now view new-to-brand metrics through the Sponsored Brands Overview page and in each Sponsored Brand goal deep-dive:

  • New-to-brand Sales = The total sales of new-to-brand orders.

  • % of Sales New-to-brand = The percentage of total sales that are new-to-brand sales.

  • New-to-brand Orders = The number of first-time orders for products within the brand.

  • % of Orders New-to-brand = The percentage of total orders that are new-to-brand orders.

🚨Note: these metrics aren’t yet available for SBV.🚨

Why is it Important?

Ensuring you have a steady flow of new-to-brand customers is a key piece in establishing long-term growth for your brand. New-to-brand metrics enable you to measure product orders and sales generated from first-time customers. With these metrics, you can better measure and optimize active campaigns as well as plan future marketing strategies to help drive new customer acquisition and long-term brand loyalty.

Only SB and SD ads track NTB (new-to-brand) metrics—that’s not to say your SP ads aren’t driving new customer acquisition, but by the nature of the ad types, SB and SD are better designed to drive awareness and inspire new customers and they can be easily, concretely tracked. Both SB and SD allow custom headlines, meaning you can use compelling ad copy to tell shoppers why they should consider your brand.

Method 1️⃣ - Target Unbranded Segments Using Sponsored Brands

In order to grow New-to-Brand customers using Sponsored Ads, you can leverage Sponsored Brands. First, you can launch an Unbranded segment to push for this effort. Unbranded segments will target Category and Competitor traffic, while avoiding Branded traffic. This ensures you aren’t spending on customers who are already fans of your brand.

Follow these SB best practices:

  1. Define a strong tagline, branding (logo + creative),

  2. Select three products to advertise (various colors, styles, sizes, categories),

  3. Launch as an unbranded segment - this means that it will negative match all branded phrases (will not be targeting shoppers who are searching branded terms),

  4. Be strategic with which targets to include,

  5. Graph NTB metrics to see what your bids should be,

  6. Direct new customers to your Amazon Brand Store where they can explore the product range in a more controlled environment, without competitor interruptions.

    1. Make sure the Store relays your brand’s unique selling proposition clearly and precisely.

    2. Incorporate a video into the Store page for added engagement.

    3. Make the store easily shoppable so customers can build their carts without having to exit to the product page.

    4. Use the Best Seller carousel to surface the top products.

    5. Organize the page by shoppers’ needs instead of product category (e.g. sensitive, whitening, and kids oral care instead of toothbrushes, toothpastes, and mouthwash).

    6. Group products with their accessories using Product Grids so shoppers can increase their basket value in your Store rather than having to revert back to the search bar to find accessories.

Method 2️⃣ - Use a Variety of NTB Segments via Sponsored Display

Sponsored Display is another effective advertising program that can help you reach new customers. You can implement a) Competitor Targeting, b) Custom ASIN Targeting, and c) Similar Products Views Remarketing to gain more NTB customers.

Competitor Targeting harvests competitor product targets and capture customer traffic from the pages of these products. This is an easy setup campaign, as the competitor targeting is all done automatically by the Perpetua Engine.

Custom ASIN Targeting allows you to be more specific with who you target. If you are chasing a specific competitor or type of product, you can select any of their ASINs and insert them into this SD campaign for a more focused strategy. Because your product will be compared directly with a competitor’s product, it’s best to target competitor ASINs with a higher cost and/or lower review rate than your own advertised ASIN.

Similar Products Views Remarketing targets shoppers who viewed products similar to the products you’re advertising in your goal and did not purchase them. Using this campaign, you can target shoppers who have already demonstrated a vested interest in purchasing a product in your category, but haven’t pulled the trigger yet.

Custom Audience Targeting launches custom campaigns to dedicate budgets to specific audience targets. You can select a wide range of audiences based on specific categories and subcategories within Amazon. This campaign will then target those users who have viewed products in the selected categories in the last 30 days, and automatically excludes those shoppers who have purchased your products or similar products in the last 30 days.

Method 3️⃣ - DSP

DSP expands your ability to target customers far beyond what Sponsored Ads are capable of. Because DSP has more audience-based targeting capabilities, you can accurately define who your target customer is and allow your DSP campaigns to bring them in for a conversion.

For example, to drive new-to-brand customers, Crocs worked with our DSP team to launch a new full-funnel Amazon DSP strategy with a strong focus on upper-funnel tactics. This included using Amazon’s Overlap Audience tool to optimize towards specific categories and key moment audiences, as well as leverage the Amazon DSP’s custom creatives on and off Amazon testing out gender-based creative for their always-on campaigns.

Leveraging the Amazon DSP, Crocs were able to reach new customers and win key placements with little competition, helping them maximize their spend across the platform. Knowing that generating new-to-brand customers comes with a higher cost-per-acquisition, Perpetua helped ensure that Crocs allocated their budget properly across activations via Amazon Marketing Cloud (AMC).

Since the launch:

  • Crocs increased branded searches 43% in the first month and drove a 147% increase in branded searches from off-Amazon placements in the month after Prime Day.

  • Perpetua helped shift spend to InMarket and Lifestyle audiences growing new-to-brand customers by 74% over Prime Day, 46% over Black Friday and Cyber Monday, and 27% over the Holidays.

  • Outside of key moments, as a part of their Always-On campaign, Crocs saw a 41% drop in Cost-Per-Detailed-Page-View (CPDPV), and a 14% increase in Average Order Value.

  • Additionally, Crocs saw an increase of 6x in new-to-brand sales from their 3P inventory exchange, drove a 73% increase in impressions month-over-month, and saw ROAS increase 81% from on-Amazon placements and 51% from off-Amazon with Responsive eCommerce creative formats

Article last updated December 2023. If you find this information to be out of date, please contact

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