Creating custom audiences using Amazon Marketing Cloud (AMC) data traditionally required SQL knowledge and an understanding of AMC tables, making it complex for most users.
Adbrew simplifies this process with Audience Manager, which provides pre-made templates for creating highly effective audiences without writing any code.
Step-by-Step Guide to Creating an Audience
1. Navigate to the Audience Page
Go to the AMC section in your Adbrew sidebar and select the Audience page.
2. Initiate Audience Creation
Click the Create AMC Audience button in the top-right corner to begin setting up a new audience.
3. Select Advertiser Type
Choose whether the audience is for:
Sponsored Ads: Build audiences to retarget or engage within Amazon’s Sponsored Ads products.
DSP Account: Use for programmatic ads on and off Amazon through the Demand Side Platform (DSP).
4. Choose Advertiser(s)
If multiple ad accounts are linked within the same AMC instance:
Select one or more advertisers to apply to your audience.
Audiences created here will appear under the selected accounts for campaign deployment.
TIP: For most users, you'll see only one account that you need to choose.
5. Choose Audience Type
Adbrew provides several predefined audience templates, each designed for specific targeting strategies. Here's how you can leverage each option:
(a). Cart Abandoners
What it does: Targets shoppers who added your products to their cart but didn’t complete the purchase.
Customizable Parameters:
ASIN List: Specify ASINs to target cart abandoners of specific products. If left blank, all products from your brand will be considered.
(b). Detail Page Viewers
What it does: Retarget shoppers who visited a product detail page multiple times but didn’t purchase.
Customizable Parameters:
ASIN List: Focus the audience on shoppers viewing specific ASINs. If left blank, all products from your brand will be considered.
Minimum Views: Set a threshold for how many times a shopper must view the product page to qualify (e.g., at least 2 visits).
(c). Tentpole Event Purchasers
What it does: Targets shoppers who made purchases during key shopping events, such as Prime Day, Black Friday, or Cyber Monday.
Customizable Parameters:
ASIN List: Target event buyers of specific products. If left blank, all products from your brand will be considered.
Tentpole Event: Select from a list of pre-defined major events such as Prime Day, Black Friday, Cyber Monday, etc.
Custom Date Range: Instead of choosing a pre-defined event, create an audience from any date range.
TIP: The custom date range option gives you the flexibility to use this same "tentpole event" template to create an audience of people who purchased from your brand during any specific time period.
(d). Abandoned Searchers
What it does: Targets shoppers who searched for specific keywords and say your ads but didn’t convert.
Customizable Parameters:
ASIN List: Specify products to narrow the audience. If left blank, all products from your brand will be considered.
Search Terms: Add specific terms to identify searchers looking for related or competitor products.
(e). Added to Wishlist
What it does: Retargets shoppers who added products to their Wishlist, Baby Registry, or Wedding Registry.
Customizable Parameters:
ASIN List: Target wishlist adders for specific products. If left blank, all products from your brand will be considered.
Subtypes: Focus on specific registries like Baby or Wedding Registry.
(f). Sponsored Product Ad Engagers
What it does: Targets shoppers who clicked on your Sponsored Product ads but didn’t make a purchase.
Customizable Parameters:
Campaigns: Select specific ad campaigns to narrow the audience. If no campaigns are selected, all will be included.
(g). New-to-Brand High-Value Purchasers
What it does: Build an audience of first-time buyers who made high-value purchases from your brand.
Customizable Parameters:
Minimum Sales Value: Set a threshold for the total value of purchases.
Sales Metric: Choose between:
Product Sales (ad-attributed only).
Total Sales (ad and organic sales combined; requires Flexible Shopping Insights subscription in AMC).
ASIN List: Target high-value buyers of specific products.
6. Select Audience Type
Choose the audience structure:
Rule-Based: Includes only shoppers meeting specific criteria (e.g., cart abandoners or searchers).
Lookalike: Creates an audience resembling your existing audience. Customize the expansion level:
Most Similar: Smallest, most precise group.
Broad: Largest group, less similarity.
Balanced: A mix of size and similarity.
7. Set Custom Parameters
Each audience template offers tailored settings to refine your targeting (e.g., ASIN lists, date ranges, engagement levels). Configure these based on the options explained above under each template.
8. Define Date Range
Specify how many past days to include in your audience (e.g., 30, 90 days).
9. Set Refresh Rate
Specify how often you want to refresh the audience. For example, entering “1” means the audience will refresh daily, while “7” means it will refresh weekly.
10. Auto Adjust Date
Enable Auto Adjust Date to maintain a rolling date range automatically.
11. Create the Audience
Click Create Audience.
Once you have created an audience, it can take up to 1-3 hours to get your audience ready to be added to campaigns.
Understanding Audience Status in Adbrew
After creating an audience in Adbrew, its status provides insights into the current state of the audience creation process. This ensures transparency and helps you take corrective actions if necessary.
Status Indicators:
1. Green (Success):
This indicates the audience has been successfully created and is ready for use in campaigns.
You can now add this audience to your Sponsored Ads or DSP campaigns.
2. Yellow (In Progress):
The audience creation process is still ongoing.
Typically, it takes 1-3 hours for an audience to be fully processed.
3. Red (Failed):
This indicates that the audience creation has failed. Common reasons include:
Minimum Audience Size Not Met: Amazon requires a minimum of 2,000 shoppers in an audience for it to be viable. If your audience falls short, try broadening your parameters (e.g., increasing the date range or selecting additional ASINs).
Configuration Errors: Check for missing or incorrect data, such as invalid ASINs or search terms.
Additional Resources
Common Questions About Audience Creation in Adbrew
1. What is the minimum audience size required?
Amazon requires at least 2,000 unique shoppers in an audience for it to be functional. If your audience is smaller, it will fail to process. Adjust your inputs, such as expanding date ranges, selecting more ASINs, or choosing broader criteria.
2. How long does it take to create an audience?
Audience creation typically takes 1 to 3 hours. Complex audiences or high-volume accounts may take slightly longer.
3. Can I refresh my audience data automatically?
Yes, you can set a refresh rate (e.g., daily, weekly) during the audience creation process. Enabling the auto-adjust date option ensures that your date range stays updated, such as always targeting the last 30 days.
4. Can I edit an audience after creation?
Once created, audiences cannot be directly edited. However, you can duplicate an existing audience, make adjustments, and save it as a new audience.
5. What should I do if an audience fails repeatedly?
Double-check your configurations (ASINs, date ranges, etc.).
Broaden your parameters to include more shoppers.
6. How long does it take for an AMC audience to become Sponsored Ads eligible?
Once you have created an active audience, it typically takes 2-3 days for Amazon's team to review and approve your audience for Sponsored Ads eligibility. This is currently a manual process on Amazon's end, and unfortunately, it cannot be expedited.
Additionally, we refresh the audience list and their eligibility once a day. If it has been more than a day since you created the audience, please click on the "Refresh Audiences" button to sync the updated audience list and their eligibility status. This will help confirm if your audience is now eligible.