Leveraging Amazon Marketing Cloud (AMC) for Sponsored Ads: Unlocking New Insights

Amazon Marketing Cloud (AMC) is revolutionizing how advertisers and brands track, analyze, and optimize their Amazon advertising strategies. Traditionally, access to AMC was reserved for those using Amazon DSP alongside Sponsored Ads, but now, AMC is available to all advertisers, regardless of whether they are using DSP or just Sponsored Ads. This opens up new possibilities for all Amazon sellers and service providers to leverage deeper insights and drive better results from their ad campaigns.

What is Amazon Marketing Cloud (AMC)?

Amazon Marketing Cloud (AMC) is a powerful, data-driven analytics platform that helps advertisers understand the impact of their marketing efforts by using granular, event-level signals. By analyzing the customer journey across Amazon’s ecosystem, AMC gives sellers the ability to uncover actionable insights that can significantly optimize their advertising strategies.

The platform allows you to:

• Track the effectiveness of different ad formats and campaigns
• Measure the incremental reach and customer engagement
• Understand keyword performance and its impact on conversions
• Use custom attribution models to better assess campaign effectiveness

What’s New for Sponsored Ads with AMC?

Previously, Amazon DSP was a prerequisite to use AMC. However, with recent updates, Advertisers who are only using Sponsored Ads can now fully leverage AMC. This means that any seller using Sponsored Ads, regardless of whether they’re also using DSP, can now take advantage of AMC’s advanced analytics and insights.

This new flexibility allows advertisers to:

• Track New-to-Brand Customers: Understand how your Sponsored Ads are reaching new customers who have never purchased from you before.
• Measure Incremental Reach: Gain insights into how your ads are expanding your reach beyond the usual audience, helping to drive incremental revenue.
• Analyze Keyword Performance: Track which targeted keywords are generating the most conversions, allowing for more precise optimization.
• Optimize Campaign Mix: Determine which combination of campaigns or media types is most effective in driving engagement and conversions.

Key Use Cases for Amazon Marketing Cloud with Sponsored Ads

Here are some common scenarios where AMC can provide valuable insights for your Sponsored Ads campaigns:

1. How Effective are Your Campaigns at Reaching New-to-Brand Customers? AMC allows you to track how your Sponsored Ads are performing in terms of reaching new customers who have never purchased from your brand. This is vital for expanding your customer base and boosting your brand’s visibility.
2. Incremental Reach Measurement Whether you’re using Sponsored Products, Sponsored Brands, or other ad types, AMC enables you to measure the unique, incremental reach of your campaigns. This helps you understand whether your ads are successfully reaching new audiences and expanding your market presence.
3. Keyword Performance Understanding which keywords are driving the most conversions is crucial for optimizing Sponsored Ads campaigns. AMC allows you to dive deep into keyword performance, ensuring that your ads are targeting the most profitable terms.
4. Effectiveness of Campaign and Media Mix One of the most powerful features of AMC is the ability to assess how different combinations of campaigns and media types are working together. This can help you refine your strategy by identifying the most effective campaign types for driving engagement and conversions.
5. Custom Attribution Models AMC allows advertisers to analyze the impact of their campaigns using various attribution models, such as first-touch, equal-weight, and last-touch. This helps you understand how different ad touchpoints contribute to the customer journey and adjust your strategy accordingly.
6. Driving Traffic to Top Products and Keywords AMC can be used to discover how to drive traffic and improve incremental revenue for your top products and keywords. By leveraging AMC’s insights, you can ensure that your ads are aligned with the most profitable aspects of your business.

How Can Advertisers Benefit from AMC for Sponsored Ads?

By using AMC for Sponsored Ads, you can unlock several key benefits that directly impact your advertising ROI:

• Data-Driven Optimization: AMC provides you with actionable insights that allow you to make data-driven decisions about your ad spend, targeting, and campaign strategy.
• Increased Campaign Efficiency: By understanding the incremental reach and keyword performance, you can allocate your budget more efficiently, focusing on what works and cutting back on underperforming areas.
• Better Customer Insights: AMC offers a deeper understanding of your customer’s journey, allowing you to refine your targeting and improve customer retention over time.

What’s Next for Sponsored Ads and AMC?

The integration of AMC with Sponsored Ads offers significant opportunities for advertisers to elevate their campaigns. By leveraging AMC, you can gain access to high-level data that goes beyond basic metrics, allowing you to make informed decisions and drive higher conversions.

As you continue to scale your campaigns, expect to see more advanced tools and features from Amazon that will enhance your ability to track, optimize, and grow your advertising efforts. For those not yet using Amazon DSP, the ability to use AMC for Sponsored Ads is a game-changer, making advanced analytics and data-driven insights accessible to a broader audience.

Final Thoughts

With AMC now available to all Sponsored Ads users, it’s a must-have tool for anyone serious about optimizing their advertising strategy on Amazon. The ability to track new-to-brand reach, measure keyword performance, and fine-tune your campaigns with granular insights puts you in the driver’s seat to scale more efficiently and effectively.

For those already using Amazon DSP and Sponsored Ads, the integration of AMC can provide an even deeper understanding of how your advertising efforts are performing across the board.

Ruben A.

CEO at PAS