Amazon Marketing Cloud, what is it and why is it useful? | Ruth Murray & Ella Rotton | Amazon Sellers Conference

Amazon Marketing Cloud is a powerful tool available to Amazon advertisers. Ella and Ruth will talk you through what it does and doesn’t do, and how we are using it to help advertisers of any scale get better results from their spend.

1. Ruth Murray and Ella Rotton [email protected] [phone] Amazon Marketing Cloud – What it is and why it’s useful

2. Amazon Marketing Cloud, what is it and why is it useful? What is it? How to find it? Three things to try A deeper dive

3. Amazon Marketing Cloud (AMC) is a secure, privacy-safe, and cloud-based clean room solution, in which partners and advertisers can structure custom queries to explore unique measurement questions, easily perform analytics across pseudonymized signals to address top business priorities, and build custom audiences ready for campaign deployment.  What is Amazon Marketing Cloud

4. What is Amazon Marketing Cloud A pool of data relating to shoppers exposed to your advertising in the last 13 months

5. Amazon Marketing Cloud People who typed your brand in search either before or after an ad impression A pool of data relating to shoppers exposed to your advertising in the last 13 months

6. Amazon Marketing Cloud People who saw a Sponsored Brand Ad and then a Sponsored Product Ad A pool of data relating to shoppers exposed to your advertising in the last 13 months

7. Amazon Marketing Cloud Browsing across categories Ad exposures Search terms Viewable impressions Purchases Ad clicks Video ad completions Add to Baskets Detail page views

8. AMC facilitates a cycle of reporting and audience-building Granular reporting Tightly Specified Audiences Amazon Marketing Cloud

9. AMC has become increasingly accessible over time Amazon Ad Partner Agencies, and only for clients advertising on both DSP and Sponsored Ads, and only if they can write SQL Amazon Ad Partners for all their clients, with some analytics code-free. Audiences can be used in Sponsored Ads as well as DSP Every advertiser! (And more code-free audiences)

10. AMC has become increasingly accessible over time

11. Amazon most often talk about AMC in relation to: Path to purchase analysis Multi-touch Attribution Custom attribution models Optimal frequency analysis We find that the most immediately actionable things are: Re-allocating budget to the ads that combine best with others Upweighting for audiences more likely to purchase

12. Sponsored Ads Overlap Report -

13. Sponsored Ads Overlap Report -

14. Sponsored Ads Overlap Report -

15. Lookalike audiences -

16. Lookalike audiences -

17. Sponsored Products & Sponsored Brand Ad Type Sponsored Display Use Case AMC audiences can be used to upweight bids for customers who are in the selected audience. You cannot exclude customers outside the audience. AMC audiences can be directly targeted and only people who are in the audience will see the ad campaign.

18. If you have the time and someone who knows SQL, then there are all sorts of things that you can do with this data: Not every ad type provides this data even in AMC, but you can get a cleaner read on which ads are being seen, and build audiences to re-market those who haven’t actually seen your ad Viewability

19. If you have the time and someone who knows SQL, then there are all sorts of things that you can do with this data: 37,886 Viewable reach by funnel stage

20. If you have the time and someone who knows SQL, then there are all sorts of things that you can do with this data: Category Entry Point Category Shopping Brand Shopping Brand Shopping Category Shopping Category Entry Point

21. If you have the time and someone who knows SQL, then there are all sorts of things that you can do with this data:

22. Ruth Murray and Ella Rotton [email protected] [phone] Amazon Marketing Cloud – What it is and why it’s useful