The audience targeting of Amazon's display promotion is a precise marketing method that can help sellers more effectively reach their target consumers. Here are some audience targeting techniques that can help improve advertising effectiveness and sales conversion:
###1、 Understand the types of audience targeting
Amazon Display Promotion offers multiple types of audience targeting, including remarketing audiences, on-site customer groups, and more. Sellers need to have a deep understanding of the characteristics and applicable scenarios of these types of advertising in order to choose the appropriate advertising method based on product or brand needs.
1. * * Re marketing audience * *:
** * Re marketing browsing targeting * *: Targeting consumers who have previously browsed your product or similar products to increase brand exposure and purchase intention.
*Purchase and Re Marketing: Targeting consumers who have previously purchased your product or similar products to promote repeat purchases and word-of-mouth communication.
2. On site audience:
*Targeting consumers who have engaged in specific shopping behaviors (such as searching, browsing, purchasing, etc.) on the Amazon platform to help you obtain more accurate potential customers.
*When selecting the audience for on-site customers, it is recommended to segment them based on product categories and keyword tags to ensure that the advertisement can reach the most relevant audience.
###2、 Optimize advertising settings
1. * * Bidding Strategy * *:
*Set reasonable bidding based on audience type and advertising objectives. For high intention audiences, it is advisable to increase the bidding appropriately to gain more exposure and clicks.
*Utilize Amazon's suggested bidding feature to automatically adjust bids based on historical data and machine learning models, improving advertising efficiency.
2. * * Advertising Creativity * *:
*Design attractive advertising ideas, including titles, images, and descriptions. Ensure that advertising content matches audience needs and interests, and increase click through rates and conversion rates.
*Utilize generative AI tools to generate high-quality images and video materials, enhancing the attractiveness of advertisements and purchase conversion rates.
3. * * Directional settings * *:
*Set targeted conditions based on audience characteristics and shopping behavior, such as browsing history, purchasing history, search keywords, etc. Ensure that advertisements can accurately reach the target consumers.
*Utilize Amazon's data analysis and machine learning technology to continuously optimize targeting settings and improve advertising effectiveness.
###3、 Monitor and optimize advertising performance
1. * * Regularly monitor advertising data * *:
*Pay attention to indicators such as advertising exposure, click through rate, conversion rate, and advertising expenditure. Analyze this data to understand advertising effectiveness and make adjustments as needed.
2. * * Optimize advertising campaigns * *:
*Optimize advertising campaigns based on monitoring data, such as adjusting bidding, changing targeting settings, or updating advertising creatives. Ensure that advertisements can continuously attract target consumers and improve conversion efficiency.
*Utilize the cost control feature provided by Amazon to set reasonable budgets and bid limits, ensuring that advertising expenditures are within a controllable range.
3. * * Testing different audience combinations * *:
*Attempt to combine different types of audiences for advertising to test which combination can bring the best advertising effect. Through continuous testing and optimization, find the most suitable audience combination for your product or brand.
###4、 Utilize Amazon off-site resources
1. * * Expand off-site advertising space * *:
*Utilize Amazon's self operated off-site advertising space and third-party websites or apps that cooperate with Amazon for advertising. These advertising spaces can help you reach a wider audience and increase brand awareness.
2. * * Accurately reach the target audience * *:
*Combining the audience targeting function of Amazon's display based promotion, accurately reach target consumers with specific shopping behavior signals in off-site advertising. Improve the targeting and conversion rate of advertisements.
In summary, the audience placement of Amazon's display promotion needs to comprehensively consider audience types, advertising settings, monitoring optimization, and utilization of off-site resources. By continuously optimizing and adjusting your advertising strategy, you can achieve more precise targeting of target consumers and improve advertising effectiveness and sales conversion.