Goat Consulting is proud to announce that we are offering Amazon Marketing Cloud for our clients. Amazon Marketing Cloud (AMC) is a secure, privacy-safe, and cloud-based clean where we can perform custom analytics and build audiences for Amazon Ads. This allows Goat Consulting and our clients to more clearly answer performance measurement questions, create actionable insights from data, and build custom audiences (not available by default) for Amazon Ads campaigns. This can lead to more understanding of what is going on in your Amazon account and tools to better reach your Amazon Ads goals. This post will help you understand what Amazon Marketing Cloud is, analytics within AMC, and audience solutions for advertisers.
What is Amazon Marketing Cloud (AMC)?
Amazon Marketing Cloud (AMC) is a secure, privacy-safe, clean room solution for Amazon advertisers, partners, agencies, and service providers to easily perform analytics and generate custom audiences. In the clean room environment within AMC, you can create queries across Amazon Ad events including impressions, clicks, and conversions as well as your own inputs. Think of this program as a way for you to have a better understanding of the Amazon data in order to make advertising decisions to better reach your Amazon goals, whether that is improving brand awareness or generating more sales.
Analytics for Advertisers With Amazon Marketing Cloud (AMC)
AMC analytics can help you understand your Amazon account performance better from Amazon Ad events including impressions, clicks, and conversions. With better understanding, you can feel more confident about making advertising investments. AMC provides a wide range of performance solutions, but here are some common use cases with AMC analytics:
Campaign Performance Deep Dive - Advertisers can dig in to a particular campaign to understand more about the performance
Audience insights - Advertisers can look for correlations between engagement actions and audience attributes to find the optimal audience for achieving advertising goals
Shopping Journey Analysis - An analysis can be performed to understand how Amazon customers go from being aware of your brand and products to converting to a customer. This can illustrate common paths to conversion.
Media Mix Analysis - understand the collective impact of your Amazon Ads channels to understand which advertising is providing the most impact for you
Omnichannel Impact - If you provide your own inputs to build an aggregated and anonymized analysis, you are able to measure and assign conversion credit to assess how Amazon Advertising contributes to your own direct-to-consumer channel.
Amazon Marketing Cloud is customizable so if there is a question you need answered around the performance of your Amazon Ads, there likely is an AMC analytics tool or query to find the answer.
Audience Solutions With Amazon Marketing Cloud (AMC)
You can take your findings from Amazon Marketing Cloud further by creating Audiences to be activated in your Amazon Ads from Amazon DSP, Sponsored Products, Sponsored Brands, and Sponsored Display ads. Creating audiences allows you to reach customers at different stages of the shopping cycle in order to meet your advertising and business goals. Here are some common solutions for Audiences creation within AMC:
Ad Engagement - Create an audience that has engaged with your ad but has not yet purchased
New-to-Brand Audience - Build an audience that has not engaged with your brand to find net new customers that you have not reached
Cart Abandoners - Audiences that have added your product to their Amazon shopping cart but have not yet made the purchase
List Customers - Activate an audience that has added your products to a wish list or a registry list
High-value Lookalike Audience - Build an audience that is similar to high-volume customers that already purchase your products
Sponsored Ad Keyword - List of shoppers that have searched using Sponsored Ads keywords you select
Once you create the Audience, it can be added to your existing campaigns or used in new campaigns. For Sponsored Products and Sponsored Brands, this is implemented in the form of Bid Adjustments. With Sponsored Display Ads you will be able to use the custom Amazon Marketing Cloud audience.
FAQ - Frequently Asked Questions about Amazon Marketing Cloud (AMC)
What is Amazon Marketing Cloud?
Amazon Marketing Cloud (AMC) is a secure, privacy-safe, clean room solution for Amazon advertisers, partners, agencies, and service providers to easily perform analytics and generate custom audiences for advertising.
Why can’t I see Amazon Marketing Cloud in my Amazon Ads account?
Amazon Marketing Cloud is not available by default. At the current state, Amazon Marketing Cloud requires API integration. Alternatively, reach out to Goat Consulting where we can implement solutions on your behalf.
How can I advertise to Amazon customers that have added my products to the shopping cart but have not purchased?
This can be achieved by creating a Cart Abandoners audience through Amazon Marketing Cloud.
How can I get better reporting for my Amazon Ads account?
Amazon Marketing Cloud allows for a more in depth experience drilling down into your Amazon Ads.
Does Goat Consulting provide Amazon Marketing Cloud services?
Yes, Goat Consulting helps clients with solutions around Amazon Marketing Cloud in order to meet client advertising and business goals.
Conclusion
Amazon Marketing Cloud is a powerful advertising and marketing tool that puts Amazon sellers and advertisers in a place to reach business and advertising goals. The current state of customer audiences is difficult to navigate with challenges of third-party cookies and data that is not actionable. Amazon Marketing Cloud can help fix these issues if implemented properly. Goat Consulting helps brands, manufacturers and Amazon advertisers get ahead by reviewing analytics and creating custom audiences on Amazon Marketing Cloud. If you have any questions about AMC, please reach out through our contact us form.
About the Author - Reed Thompson
This post was written by Reed Thompson, the CEO at Goat Consulting. Reed helps lead the Goat Consulting team and their clients sell on Amazon by increasing sales, mitigating risk, reducing costs, and solving problems. Reed has experience and expertise in Amazon policies and reinstating downed listings that help Goat Consulting clients maintain a positive and active account health status. If you want help troubleshooting or assistance with other aspects of selling on Amazon, please reach out through our Contact Us form.