Amazon Marketing Cloud Audiences: Target by Impressions Not Clicks for Better Advertising Results

Published on December 10, 2025

About this video

For personalized assistance with your Amazon Advertising strategy, visit https://amazoniappc.com

Learn how to create Amazon Marketing Cloud audiences based on ad impressions rather than clicks. This video shows you how to build audiences of people who were exposed to your Amazon Sponsored Ads campaigns, even if they didn't click. This approach helps you gather larger audience sizes when you're struggling with the 2,000 user minimum requirement for Amazon DSP campaigns.

This Amazon advertising strategy allows you to create sequential messaging campaigns by building different audiences based on how many times people saw your ads. You can target people who saw your Sponsored Products, Sponsored Brands, Sponsored Display, or Sponsored TV ads with specific impression thresholds. Unlike the previous audience type that required campaign IDs, this method makes it easier to gather more users and bid more aggressively on your Amazon PPC campaigns.

The video walks through the Amazon Marketing Cloud interface step by step, showing you exactly how to navigate to Measurements and Reporting, select the right audience template, and configure your settings. You'll learn how to set minimum impression exposures per shopper and create different audience segments for people who saw your Amazon ads once, twice, three times, or more. This Amazon advertising technique opens up possibilities for more sophisticated Amazon PPC marketing strategies and better campaign optimization.

Whether you're running Amazon Sponsored Products campaigns, Sponsored Brands campaigns, or other Amazon ads, this audience creation method will help you maximize your Amazon advertising ROI. The ability to retarget based on impressions rather than clicks gives you more flexibility in your Amazon PPC advertising approach and helps solve common issues with audience size limitations in Amazon DSP campaigns.

Contents: 0:00 Introduction to Amazon Marketing Cloud impression-based audiences 0:34 Navigating to Amazon Marketing Cloud audiences section 1:00 Understanding audience exposed to Sponsored Ads campaigns 1:20 Solving audience size issues with impression-based targeting 1:36 Configuring audience settings and advertiser selection 1:55 Setting minimum impression exposures per shopper 2:06 Creating sequential messaging with different audience segments 2:33 Benefits over campaign ID-based audience creation

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Transcript

Hi guys, welcome to another video on Amazon marketing cloud audiences. Previously recorded a session called audience that clicked on sponsored ad but did not purchase. Now I want you to understand the difference between these two. So the previous one gathered the people who clicked on ads but did not purchase. And this one that I'm about to show you is audiences exposed to sponsored ads campaigns. So not necessarily somebody who clicked but exposed. So that can be the impressions. So let's uh start and dive in. As usual, navigate on the left to the measurements and reporting and then Amazon marketing cloud and you will be presented with the tabs. Select the audiences. Uh search for the audience exposed to sponsor ad campaigns one. And then uh I recommend that you read about what is it about and you will see that by creating different audiences based on the exposure of the ads you can create like as they say sequential messaging but that's another level. Let's leave it uh for later. Uh this audience as I said you can use it to create an audience of people who just saw your ad. So not necessarily clicked. So, some of you reported that you're having issues creating previous audience because you don't have enough users in the audience. So, less than 2,000. So, the audience is not usable. So, this one would probably help you out because it will be based on impression. So, as in every other audience, you select your advertisers, your country, uh, leave it as a rule-based audience and then fill all the other details. As usual, I recommend that you stay with the auto adjust date. And then this one can help you layer down if you only want to gather people who saw sponsor product only or sponsor brand ads. So they were exposed to it. So for example, they saw the top banner ad but haven't clicked but were exposed to it. Then sponsor display and sponsor TV. And lastly, you have an option to enter the minimum impression exposed uh per shopper. And then here we come to that fancy functionality where you can define one audience for people who saw your ad sponsor brand ad once and then uh people who saw your ad twice and three times, four times and on and on. So then based off of that when you add that to the uh to the campaign as an audience you can specify different messaging in your sponsor brand headlines that can be um more persuasive for people who saw your ad for the fourth time or something like that. You can get creative. What's different with this audience is that you can create different audiences who saw your sponsor product, sponsor brand, sponsor display, or even sponsor television with the defined minimum impression exposures compared to the previous one where you had to specify uh campaign IDs to include in the audience. So, this one will be easier for you to gather more users inside and then bid more aggressively uh on those. So, let me know what you think about it and if you have some ideas on how you can use this sequential messaging in your ads and I'll be glad to help you out. Stay tuned for more Amazon Marketing Cloud videos. My mind.

Frequently asked questions

What is the difference between the AMC "clicked sponsored ad but did not purchase" audience and the "exposed to sponsored ads" audience?

The clicked audience captures only shoppers who actively clicked one of your ads and then did not buy, which requires a higher level of engagement to qualify. The exposed audience is broader, capturing everyone who received an impression from your Sponsored Products, Sponsored Brands, Sponsored Display, or Sponsored TV campaigns, regardless of whether they clicked. Because impressions far outnumber clicks, the exposure-based audience is much easier to populate past the 2,000-user minimum, making it the practical solution when the click-based audience is too small to activate.

How can you use impression frequency tiers in AMC to create sequential messaging for Amazon ads?

By building separate audiences for shoppers who saw your ad once, twice, three times, and so on, you can apply progressively more persuasive messaging as exposure increases. For example, a Sponsored Brands headline shown to someone seeing your ad for the fourth time can be more direct or urgency-driven than the one shown to a first-time viewer. This lets you move shoppers through an awareness-to-conversion sequence using ad creative rather than just bid adjustments, treating repeat exposure as a signal of growing purchase intent.

Which ad types can be included when building an impression-based AMC audience, and why does that matter?

When configuring the "exposed to sponsored ads" audience in AMC you can filter by Sponsored Products, Sponsored Brands, Sponsored Display, or Sponsored TV individually, or include all of them together. Filtering by ad type lets you build audiences tied to a specific format, for example targeting only people who saw your Sponsored Brands banner at the top of search but never clicked through. This granularity is not available in the click-based audience template, which requires campaign IDs and only captures click interactions, making the impression-based template more flexible for upper-funnel and awareness-stage targeting.