This article outlines remarketing strategies on Amazon that brands can deploy to target new customers who have yet to purchase.
Ampd provides Amazon brands access to new customers who are shopping for their products on Google. To maximize the value of this traffic, brands can nurture and retarget this audience on Amazon after customers have added products to their carts or viewed their product pages.
Sponsored Display Remarketing
Amazon Sponsored Display remarketing ads are a type of self-service advertising solution offered by Amazon Advertising.
Ampd clients are advised to create Sponsored Display campaigns targeting both Product Purchasers and Product Viewers via remarketing audiences to maximize the value of the traffic generated by their Google to Amazon Ampd campaigns.
Sponsored Display Remarketing campaigns can be targeted at Purchasers and Viewer audiences with 7, 14, 30, 60, and 90-day lookback windows. These different lookback windows can be strategically implemented as different ad groups for additional control of the bids set for each timeframe.
Purchasers Remarketing: The purchasers' remarketing strategy enables businesses to engage audiences based on their purchase behaviors during a specified lookback window.
Views Remarketing: The views remarketing strategy enables businesses to engage audiences of customers who have viewed specific products during a lookback window but did not make a purchase.
Sponsored Display Remarketing ads are designed to help capture sales from customers who have engaged with specific products but have not made a purchase.
These ads can appear not only on Amazon's websites but also on third-party sites and apps, as well as on Amazon's devices like Fire TV.
Amazon DSP Remarketing
The Amazon DSP is a demand-side platform that allows sellers to programmatically buy display and video ads both on and off of Amazon.
DSP offers many remarketing audiences that businesses may find effective ad targets for increasing the value of the off-Amazon traffic to their products and storefront including:
ASIN Remarketing: Re-target shoppers who viewed your product on Amazon but didn’t buy anything.
Purchased ASIN Remarketing: Re-target shoppers who have purchased one of your products.
Brand Halo Remarketing: Re-target shoppers who viewed other products from your brand.
Advertisers can use Amazon DSP’s audience targeting to target all potential and current customers — from those shopping and have not yet viewed your product to those who have viewed your products but have not yet purchased them.