Amazon Advertising Strategy: Target Users Who Clicked Ads But Didn't Buy

Published on December 9, 2025

About this video

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Learn how to create powerful Amazon Marketing Cloud audiences from users who clicked your sponsored ads but didn't purchase. This advanced targeting strategy helps you increase bids on warm leads who already showed interest in your products through Amazon advertising.

In this video, I walk you through the complete process of setting up this audience in Amazon Marketing Cloud and applying it to your campaigns. This audience captures people who interacted with your sponsored ads but didn't convert, making them perfect candidates for higher bid adjustments since they've already shown purchase intent.

You'll discover how to navigate to Amazon Marketing Cloud through measurement and reporting, select the correct audience template for users who clicked sponsor ads but didn't purchase, and configure the settings for optimal performance. I explain why selecting auto adjust date range creates a rolling 30-day window that keeps your audience fresh and relevant.

The tutorial covers how to apply this audience to sponsored products, sponsored brands, sponsored display campaigns, and even Amazon DSP campaigns. You'll learn about bid adjustments and how they stack on top of existing placement adjustments, which can significantly impact your campaign costs.

This Amazon PPC strategy is particularly valuable when you're starting out or facing fierce competition where you need sponsored ads to reach your target audience. By bidding higher on people who already clicked your ads, you can win more auctions and convert warm leads who are genuinely interested in your products.

I also cover important considerations like minimum audience size requirements of 2,000 users and processing times of 10-15 minutes for audience availability. The step-by-step walkthrough shows exactly how to add campaign IDs if you want to focus on specific sponsored products campaigns.

Contents: 0:00 Introduction to clicked ads audience strategy 0:33 Navigating to Amazon Marketing Cloud 1:13 Selecting audience template and configuration 1:57 Setting up auto adjust and date ranges 2:45 Adding campaign IDs and creating audience 3:11 Applying audience to sponsored products campaigns 3:46 Understanding bid adjustment stacking effects 4:11 Benefits of targeting warm leads strategy

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Transcript

In my last video, I talked about how to create Amazon Marketing Cloud audience from users who viewed your detail pages more than two or three times. Now, I'm going to stay on a similar topic and cover the audience of people who clicked on your sponsor ad but did not purchase. This is additional version of the previous audience that we created. But in this case, it's only for people who actually interacted with your ad. Why is that important? Because it may be that you're just starting out or the comp competition is so fierce that you only can um appear in front of the audience uh by sponsored ads, you know. So, you have to pay dollars to get somebody to view your product. So by having this kind of audience, we can add that audience to our campaigns, sponsor products, sponsor displays, sponsor brands, even the DSP and then increase the bid only for those people who already interacted with your ad because now they if they are coming back again and again clicking on your sponsor ad, that means they're really interested in your product and therefore it means that we should bid higher on those. Uh it's similar as I did in the past. So navigate on the left to your measurement and reporting then Amazon marketing cloud. If it's the first time that you're clicking this, then just wait a little bit for the interface to load. Then navigate to the use cases. Select audiences. For this specific audience, you need to scroll down to the bottom and select audience that clicked sponsor ads but did not purchase. You can also add it to to the favorites for the future use. And you will be presented with a similar screen as in my previous video where you have some brief explanation on how to use it, what's the purpose, what are the requirements. This one is really easy to use and as I said you can use it in Amazon DSP which is very good and then all the other um ad types in the campaign manager. Um when you land over here you will be able to select your um brand, choose a country, be specific. So do not use the UK for the German and vice versa. And if you're US, uh it's easier just select the US and then select rule-based audience. We don't want to create at this point lookalike audience, only rule-based audience. Give it a descriptive name and pro possibly a description also because once you create uh 10 or 20 or 50 different audiences, you want to be sure which one is for um what use case. I recommend selecting auto just date because if we select uh last three days uh for a date range that means that audience will be created uh from people who interacted with your ad clicked your sponsored ad but did not purchase in the last 30 days. But if you select no to the auto adjust it means that it will only select the certain audience from today and in the and for the pre previous 30 days and that's going to be fixed like today is 9th of December so it's going to be only the last 30 days. Tomorrow it's nobody's going to be part of that audience. I usually like to select yes because it's going to be rolling 30 days. So in 15 days from now the audience will be from the last 30 days. You know that that perfectly makes sense. You have the possibility to add sponsor ad campaign IDs to include here if you only want to uh build an audience from certain campaign um campaigns that you have created. So if that's applicable to this you can do that. Once you hit create audience, it will take a few minutes to uh create the audience and then additional few moments up to 10 to 15 minutes depending on the audience for it to be available. Then one once that is available and you have sufficient number of users inside uh minimum is 2,000 then you can navigate to any of your campaign in this in this example it's sponsor product. Navigate to bid adjustments then audiences. Click change audience. Then you will be presented with these two options. One is to increase bids for audiences created by Amazon. These are the pre-populated ones, the three three types of audiences. And then you want to select increase bits on audiences that you created in Amazon marketing cloud. Select this audience that we just created and add a bit adjustment. Please note that this bit adjustment will be added on top of your already existing placement adjustments. Yes, it can be quite expensive, so factor that in. If you want to bid 100% more on this specific audience that we just created and you already have bid adjustment for top of search for additional 100 then then it means if somebody is seeing your product on top of search so you already increase your bid by 100% by top of search and then additional 100% on the specific audience. You will have an end bit that can be up to 200% higher. So take note of that. So once you do that, just hit adjust bits and you're set. So you're you're good to go. Now what will happen is that people who already clicked on your ad in the past in the past 30 days but have not purchased now you will bid more on them because now they are hot leads and most likely interested to buy your product. So you will win over the competition and most likely land a sale. Let me know if you have any additional questions about this tactic and audience in the comments and I'll be glad to respond. See you tomorrow in the next AMC video.

Frequently asked questions

How do you create an AMC audience of shoppers who clicked your sponsored ads but did not purchase?

Inside Amazon Marketing Cloud, navigate to Measurement and Reporting, then to the Audiences tab, and scroll to the use case template called "Audience that clicked sponsored ads but did not purchase." Select your marketplace, choose rule-based audience, give it a descriptive name, and enable auto-adjust date range so the audience becomes a rolling 30-day window rather than a fixed historical snapshot. You can optionally add specific campaign IDs to limit the audience to clicks from particular Sponsored Products campaigns. Once created, the audience takes 10 to 15 minutes to become available and requires a minimum of 2,000 users to be usable.

Why is the auto-adjust date range setting important when creating AMC audiences?

With auto-adjust enabled, the audience refreshes continuously, always capturing the most recent 30 days of non-converting clickers. Without it, the audience is fixed to the period from the creation date backward, meaning it stops updating the next day and will shrink over time as its data ages out. A rolling window keeps the audience populated with currently warm leads rather than people who clicked months ago and may have already bought elsewhere or lost interest.

How do bid adjustment multipliers stack when AMC audience boosts and placement adjustments are both active?

The AMC audience bid multiplier is applied on top of any existing placement adjustments, not instead of them. For example, if you have a 100% top-of-search placement adjustment and then add a 100% AMC audience adjustment, a shopper from that audience seeing your ad in the top-of-search position could trigger a combined bid that is up to 200% above your base. This stacking effect can significantly increase costs for the highest placements, so both multipliers need to be considered together when deciding on adjustment percentages.