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DSP Audiences
Unlike Sponsored Ads on Amazon, DSP ads give you much more granular control over the audiences you target. Below, you'll find a brief explanation of each audience you can use with your DSP goals in Perpetua and which section of the funnel they apply to.
🚨 Note 🚨
If you cannot locate a particular audience in Perpetua, kindly explore the option of creating it directly from the Amazon Ad console.
⏫Top Of Funnel
Top-of-funnel ads can be particularly effective when aiming to grow your Amazon business and consumer pipeline. You can choose from thousands of pre-built audiences from Amazon’s first-party data that have been curated by shopping behaviour in the last 30 days. Use them to target consumers who are broadly shopping in the same space or category as your products and reach new-to-brand (NTB) customers who have not shopped your product before.
Audience Strategy | Description |
In-Market | Individuals whose shopping behaviour suggests they are probable purchasers within a specific subcategory. |
Lifestyle | Individuals whose shopping behaviour indicates a lifestyle akin to the chosen audience segment. |
🚨 Note 🚨
You'll find these (and more) in the "Prebuilt Amazon Audience" grouping when selecting your audience strategy.
⏩Middle Funnel
In this funnel stage, your brand is focused on reaching a high-interest user group who is looking to purchase within your category.
Audience Strategy | Description |
Competitor Conquesting | Shoppers who recently viewed competitor products but did not make a purchase. |
Search Prospecting | Consumers who conducted a search on Amazon where your ASIN appeared in the search results. |
Similar Product Views | Consumers who conducted a search on Amazon where products similar to yours appeared in the search results. |
Complementary Products | Shoppers who have purchased products related to yours. You can customize the list of complementary products by adding their ASINs. |
Contextual | Consumers actively shopping in the same category as your products. Can also be utilized for upper-funnel marketing strategies. |
⏬Bottom Funnel
To drive product purchases and ensure the rest of your DSP tactics are not a wasted opportunity, re-engaging consumers who are on the verge of making a purchase is very important. The purpose of these audience strategies should be to continue reaching consumers who are on the edge of making a purchase but have fallen off, rather than maximizing ROAS.
Audience Strategy | Description |
Retargeting | Shoppers who recently viewed your product but did not make a purchase. |
Retention | Shoppers who have previously purchased your product within the last 365 days but not more recently. |
Cross-Selling | Consumers who have bought products from your brand's product catalogue other than the one they initially intended to buy. |
AMC Audiences
AMC Audiences provide advertisers with a robust method for crafting custom target audiences in their Amazon DSP campaigns. The customization options are boundless, allowing advertisers to write their own SQL queries and integrate data from various sources feeding into their Amazon Marketing Cloud instance. This includes the ability to incorporate their own first-party signals, such as those from their DTC site, if imported into the AMC.
With the capability to construct custom audiences using data from the Amazon Marketing Cloud, advertisers are now solely restricted by their creativity.
⏫Upper Funnel
Precision Customer Acquisition
The focus is on new customer acquisition.
Refine Amazon’s 1P audiences by adding a search term requirement of your choice. This means targeting high-intent customers with relevance to your specific product area.
Includes | Excludes |
Shoppers part of a prebuilt Amazon audience that have also looked for any of the user-entered search terms (optional) in the last 30 days (default) | Shoppers who purchased and viewed pre-selected ASINs in the last 30 days, OR who saw more than 15 Sponsored or DSP ads from your brand in the last 30 days |
⏩Middle Funnel
Precision Retargeting
Targets shoppers who have viewed your product page a number of times within a range of your choosing.
Includes | Excludes |
Shoppers who have viewed the product pages of pre-selected ASINs at least 2 times, but no more than 5 times in the last 30 days | Shoppers who purchased pre-selected ASINs in the last 365 days, OR who saw more than 15 Sponsored or DSP ads from your brand in the last 30 days |
⏬Bottom Funnel
Add to Cart Retargeting:
Targets shoppers who added your products to their cart this week, but didn’t purchase.
Includes | Excludes |
Shoppers who have added pre-selected ASINs to their cart in the last 7 days | Shoppers who purchased pre-selected ASINs to their cart in the last 7 days |
Want to learn more about AMC Audiences?
Find out how you can use Perpetua to build custom Amazon Marketing Cloud Audiences and take your targeting to the next level.
Article last updated May 2024. If you find this information to be out of date, please contact hello@perpetua.io