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Amazon Marketing Cloud: A Comprehensive Guide

01/10/2024
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Pioneering the future of brand success with AMC

In the dynamic landscape of digital marketing, staying ahead of the curve is essential for brand success. WBX Commerce, an early adopter of Amazon Marketing Cloud (AMC), recognized the potential of cleanroom technology in shaping the future of advertising. By integrating AMC into our core business strategies, we’ve witnessed remarkable results, optimizing ad spend and driving significant sales growth for our partners.

Understanding the Amazon Marketing Cloud (AMC)

What is the Amazon Marketing Cloud?

The Amazon Marketing Cloud serves as a secure cloud-based data clean room, housing aliased datasets for advertisers. This innovative technology enables precise analytics and audience building, emphasizing Amazon’s commitment to customer obsession. AMC acts as the connective tissue between Sponsored Ads, DSP, Retail, and both first- and third-party data, offering advertisers a holistic view for effective targeting and campaign optimization.

Benefits of leveraging AMC for your ad strategy

By leveraging AMC, advertisers gain the ability to measure user behaviors, create unique audiences, and secure a competitive advantage. This data-driven approach allows for more informed decision-making, leading to campaigns that resonate with target audiences and drive business goals.

Ads that win: Sponsored Ads and DSP

In addition to an effective Sponsored Ads strategy, the role of Amazon’s Demand-Side Platform (DSP) cannot be overstated. This programmatic ad platform enables advertisers to buy media on Amazon-owned sites and third-party sites, providing opportunities for display, video, streaming TV, and audio advertising to reach your customers where they are.

Combining DSP and Search for maximum impact

The synergy between DSP and Search strategies creates a full-funnel advertising approach. This approach ensures brands reach customers at every stage of their shopping journey, increasing conversions significantly. According to Amazon, combining DSP and Search can result in a 4x increase in conversions.

The power of AMC data: Unlocking insights for optimal campaigns

Accessing and analyzing data within AMC

While the pseudonymized nature of AMC data provides detailed insights, harnessing and leveraging this information can be challenging. WBX Commerce has addressed this challenge by developing WBX Glass, a tool that makes it easy to unlock the power of the Amazon Marketing Cloud. Using your Amazon shopper data — combined with third-party and first-party data where available — we formulate custom advertising audiences to grow your sales. We activate those audiences on the Amazon DSP to target shoppers at the right time wherever they are, on Amazon and other platforms. 

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Performance-focused, tech-enabled advertising — with the power of data

Our technology enables our advertising management team to manage campaigns precisely and efficiently. We formulate and activate custom audiences, manage real-time bid and budget modifications, and targeting changes. For each of our partners, we optimize, scale, and automate campaigns to get the greatest return on each investment. 

The importance of custom audience targeting

Why Audience Targeting Matters

Audience targeting is a critical element of a successful Amazon ad strategy. Tailoring messages to specific segments based on demographics, interests, and shopping patterns not only improves returns but also reduces costs because you’re 

Activating Custom Audiences with AMC

Amazon’s API doesn’t allow direct uploads of first-party data to AMC, so how should brands incorporate their first-party data to create a fuller, more comprehensive targeting strategy? You’ll need a unique tool, like WBX Glass® to combine your first-party shopper data with data from the Amazon Marketing Cloud to activate truly customized audiences across the Amazon DSP (demand-side platform). We have taken audience targeting a step further with custom audiences, pinpointing over 20 unique customer behaviors to enhance ad personalization and engagement.

Tips and Best Practices: Navigating the AMC Landscape

Top Tips for Optimizing Your Ad Strategy with AMC

  • Measure KPIs (key performance indicators) that are aligned with your business goals
  • Be sure to analyze Ad Exposed vs. Ad Unexposed data for accurate lift measurements
  • Use insights to drive actionable strategies, including audience activation and other optimization levers

Common AMC Mistakes to Avoid

  • Don’t rely solely on learning SQL programming language. Harnessing AMC’s power requires more than just SQL knowledge.
  • Don’t limit yourself to the instructional queries provided by Amazon. Explore the full potential of AMC.
  • Persistence is key: While using AMC may pose challenges, unlocking its potential offers a significant competitive advantage. Don’t give up!

WBX Glass: Simplifying AMC for brands and agencies

WBX Glass® provides a user-friendly solution to access and understand AMC insights without the need for a dedicated data science team. This tool, which powers the WBX team and is also available as a SaaS solution, ensures advertisers can efficiently utilize AMC data for optimal performance.

Transforming Amazon Advertising with AMC

In the ever-evolving landscape of digital marketing, Amazon Marketing Cloud emerges as a powerful tool for advertisers seeking precision, efficiency, and competitive advantage. WBX Commerce stands as a testament to the transformative potential of AMC, offering a comprehensive guide to navigating the intricacies of this innovative advertising ecosystem. As brands continue to adapt to the digital era, AMC proves to be an indispensable asset, propelling advertising strategies to new heights of success. To get started with a team that’s built their entire business around the Amazon Marketing Cloud, reach out to us today.