Amazon Marketing Cloud Case Study - Sponsored TV Ads

Hi guys and welcome back to our channel. This is going to be another video on Amazon Marketing Cloud and how we used Amazon Marketing Cloud to see if our sponsor TV campaigns had any influence on our sales and in general how can we make a good strategic decisions by using Amazon Marketing Cloud. Before I start, I'm just going to give you a short announcement that soon we'll be completely re rebranding our agency. So I'm going to announce the exact new name in the coming videos. So back to AMC. This is just an example I open. So this is as you probably know now Amazon Marketing Cloud is available to everyone which is really really huge news. Now if you're just starting out with Amazon Marketing Cloud, I encourage you to go through the videos that I already recorded about uh Amazon Marketing Cloud. Really, I have step-by-step tutorials. Just click here, click there, and you will be ready to use it in like 10 to 15 minutes if you follow our directions. So, the use case here that I'm going to explore is one of our clients invested $10,000 in sponsor TV and using Amazon marketing cloud, we pulled the reports and easily measured the impact of sponsor TV on the overall performance. So, let me go through the boring Excel data first and then we'll move on to the actual graphs and increases that we've seen after analyzing the data. So, here we are. This is the data. This is the direct export from Amazon Marketing Cloud. By the way, I just um did some color coding and I just like to rename these exposure groups just so they are a little bit shorter and easier to navigate. Okay, here on the left we have exposure groups. So this shows you the actual I like to to look at it like the actual campaigns that you use. So it's not in the order. If you want to check your exposure groups or your campaigns in order, there's uh another report on Amazon marketing cloud called path to purchase or something like that. Here this is the breakdown of the campaign types that people were exposed to. As you can see, you have only sponsored brands here or sponsored products or only sponsor uh only DSP and some combinations with sponsored TV and all the others. I'll go through them quickly. Um as expected, you can see that by using only sponsored products. So people who only seen sponsor product ad uh there were like million and a half million and more of them who only saw sponsor product ad and their purchase rate was 0.10%. Which you can see by the color coding that it that's pretty low compared to the others. But for example when you add sponsor brands to that uh equation. So just by for users who saw sponsor brand ads on top of your sponsor product uh they've converted much more. So from 0.10 to 1 something increase that's huge. Uh there's 300,000 people who saw sponsor brand and sponsor products. So if you can do if you can move portion of these people down to sponsored brands and sponsored products that means that you will be having much better purchase rate and more sales by but it's important to know that you can you cannot just create sponsor brand campaign with such a broad targeting with broad match uh keywords and cast a net so wide to attract 15 million of people. So that will bring your purchase rate even lower. But you need to have customtailored campaigns specific to your niche, specific to your your targeting uh sorry specific to your product and then you will attract relevant um traffic for these sponsored brands and then you will see more people here in this bucket where they see sponsor brand sponsored products and you will have like 10 times more purchase rate. By the way, purchase rate here is very important. It's not the same as conversion rate. It's close, but purchase rate is the percentage of how many people actually bought your products uh compared to how many actually um seen your product. So, it's a unique reach, unique people who saw your product. It's not a vanity metric like impressions. I don't I don't know. We should stop mentioning impressions because that's completely irrelevant metric. Uh that doesn't mean anything. But this is the unique reach of people and how many of them bought. Then moving along you can see different type of com combinations. So here is sponsor TV and how many people uh were reached by only sponsor product sponsor TV. Then sponsor display in the equation then DSP and sponsor display. So this is very important. Now, sponsor brand brand, sponsor display, and sponsor product as I see in multiple accounts typically have really the highest uh possible purchase rate if they're used combined and in a really specific targeted way. But here's what also is very interesting that when we added DSP on top of those, so we went even double than that. So uh it's it's similar exposure u sorry it's similar purchase um sorry it's similar total product sales uh in both and we we can see here that it's 10% of purchase rate versus 20% of purchase rate. It's big difference in terms of how many people were exposed. So here's DSP sponsor brand and sponsor product and here's DSP sponsor brand sponsor display sponsor product. So all four types of ads combined we saw tremendous success with this. So this is really huge and by knowing this and you by the way you cannot see this data anywhere else beside Amazon marketing cloud and this is why it's so important to start to use it um today. Uh and on top of that you can also see that DSP and sponsor brand and sponsor display sponsor products and again with the sponsor TV you can see also purchase rate was really high but the unique reach is very low on that and I'll cover more on that later. So the takeaway from this is that you really need to run these numbers. You need to have your granular campaign structure. You need to have your targeting strictly defined. What is it about sponsored display that you're targeting? um are you just targeting I don't know uh do not use it just for remarketing remarketing campaigns or not only for sponsor display product targeting or defensive use it also for audience targeting because growing that awareness phase is crucial really I I was really not a fan on anything related to awareness because I'm my strategy is always oriented towards bringing more profit to the brand owners but really he then ends up like bringing really expanding the awareness phase also and then consideration to end up with the with the purchase. So this is the short um presentation that we did for one of our clients uh who was interested to see how DSP and sponsor TV is working for them. So on the left just to show to to explain in short this is the campaign type that we use. So sponsored products and then together with sponsor brands and products sponsor display and sponsor products and then all three match uh three campaign types and then all of them include including DSP. So this is without sponsor TV and you can see that the increase this is in favor of why you should be choosing to to to at least try with DSP because here are the results. So this is live data. This is what has been happening this summer in 2025 and you will see the improvement is in ranges of um 70 80 100%. So DSP you can use DSP without that minimum ad spend of 35k that was in the past which is ridiculous. With us or without with any other um agency who has an official Amazon seat you can uh practically have no minimum ad spend without with us. We don't require require any ad spend and our entrance fee are really low because my logic is that I want to provide Amazon sellers with low fee to start with DSP because I want to break that barrier. You know, nobody wants to try DSP because it's too it's too expensive to even test it out. So, if you're thinking about it, just contact me and I'll be glad to explain the pricing and how this works. Sorry. So this is how DSP. So without DSP these were the this this was the purchase rate and uh with the DSP the the purchase rate. So you can see that the the increase is is obvious. So this is the improvement in percentages and in points how many it is it actually so from 12 to 20 21. Now also the visual representation that also helps us help us uh realize that but I want to talk about sponsor TV also. Um because uh it's very important to note here this client they invested 10K in sponsor TV. They really wanted to try and there's an improvement of course. So sponsor products without sponsor TV purchase rate was 0.11 and this is almost three times more with sponsor TV. Um we did sponsor brands and products with and without. So you see the data. I'm not going to repeat myself, but you can see that there there's an increase. I cannot say there's not, but overall compared to the increase that we saw with DSP with a similar investment and TV, we realized that it it's it makes more sense to invest more in DSP than invest more in sponsored TV. That's just just that single decision is a is a gamecher. So without Amazon marketing cloud you would invest in sponsor TV and keep pushing even for example if your account manager is advising you to start with it and you see a huge reach but okay reach is fine and maybe if you invest a lot in reach this year maybe next year people will remember your uh products and brand and going to purchase more. So it's a long long-term game as you know on Amazon but we wanted to focus this was during the season and we wanted to see if we want to invest sponsor TV uh in sponsor TV future or not and after seeing this we decided that uh by looking at the return that we had in SP in in using DSP versus sponsor TV that you know the reasoning was obvious. So there you go. The point of this video is that you know go through your Amazon marketing cloud instance experiment. Run a few reports and trust me you don't need any expensive tool to do this. You can do it yourself. Just navigate to your um Amazon marketing cloud. Go through some use cases. There are so many templates that you can use and navigate through some of them. Play with the data ranges. analyze the data. If you cannot uh draw any conclusions, ask any AI of your choice to do that for you and you will get at least something. But I think it's so simple that with few uh iterations you will you'll get to it and you will love it as much as we do as as we do. So let me know if you have any questions. Um and stay tuned for more videos. Byebye, guys.