Amazon Marketing Cloud Path to Purchase Report - Why you should run more Campaign Types

Hi and welcome to another video. In this video, I will talk about why it is important to run more of your sponsor brands and sponsor display ads. I know that in the past we were using all of us were using mostly sponsored products because you know they directly affect the ranking and and all the other stuff but I want to show you why it is important. Now I pulled this report from Amazon marketing marketing cloud of course and it's called path to conversions by campaign groups. So you have the ability to group your campaigns one by one and assign them to the awareness stage or is it a uh conversion stage or any other that you're interested to analyze more and I will show you the the direct effects on the number of purchases number of people who purchase your products and uh the direct effect on purchase rate. So and even though it's it looks a little bit uh confusing it's really straightforward really. And now I've colored with different colors if it if the actual path start with the sponsor product in red, sponsor display in blue and sponsor brands in green. Now please do note that it says in the brackets it start with SP conversion. That's a group of campaign. So any campaign from that group that that from from that group that you defined was first in the past. So it can be that it was only one uh sponsor product campaign. It can be that it was five sponsor product campaigns or whatever the number is that you defined. So it's multiple sponsor products, multiple sponsor brands and multiple sponsor display campaigns. Now you can then pull this for your account and you can observe uh just do what I'm doing here and you will understand what is the situation on your account. Now this account in particular doesn't have many repeat purchases. So it's all about now grabbing the uh attention of a user and expanding that reach as you as you will see. uh for those of you who don't have much patience to to look at all this I will just uh state the obvious now and then uh for all of you who want to dive into details you can continue watching so whenever the path started with sponsored products we had 107 people purchase so this is for the month of November and only for the selection of campaigns that I wanted to analyze so it's not for the whole account so you can do that for all all all the accounts if you like or you can just select buy by by one campaign whatever you like and then we have a sponsor display where only 31 people purchase and sponsor brands where 199 people purchase So whenever we see that the path to purchase started with sponsor brands, we had more people buying and in general you can see these are the impression. Now I don't like to even look at impressions because because it's a it's a vanity metric because impression is when your ad was served regardless if it was on a second page, third page or 100 page or even page one but down the bottom. If if you have that that's an impression it doesn't mean that somebody looked at it. But let's say for just just for the for the sake of compare of comparison here. So whenever we had impressions started with sponsor product type of ad we saw 7 770,000 impressions then little over 100,000 for sponsor display but a million and 100 with sponsor brands. That's the true impact of sponsor brand and you can see even here you can pause the video later on and see that whenever we had these uh in green sponsor brands that impressions were quite big because you know without it you would just be limited to sponsor products and in general it's not just about counting impressions. So really don't don't care for that. It's about having better purchase rate higher purchase rate high conversion rate. As you can see, whenever we had two or three different campaign groups, our purchase rate increased significantly. Compare that. Let's see where's the only sponsored products. Here's the sponsored products. And the purchase rate is 0.01. Please note, purchase rate is not the same as conversion rate. Purchase rate is how many people uh were reached and how many people actually bought the the product. So using only sponsored products, it's only 0.01. But you when you add for example sponsored brands to that, it's already five times more than that, 0.05. And when you add sponsor display on top of that, then you see these numbers like 3.63 63 2.79. So count how many how much more is is that compared to 0.01. So that's significant increase. Um this whole video shows you the importance of running more of your sponsor display ads, more of your sponsor brand ads because if you focus with sponsor products only to the people who are in the purchase uh phase, you know, you're limiting yourself to growth. You know, you're not reaching wide audiences through your awareness campaigns, but you know, just only through sponsor products. And as you know, sponsor display is chasing people all over the internet with your sponsor display campaigns, marketing campaigns. So that's really, really helpful. Definitely, it works. When people see more of your ads, they remember you even subconsciously, and they end up buying more often from you. Uh, this report is easily accessible through Amazon Marketing Cloud. Just navigate there, go to use cases. It just be called template, but use cases. That's such a stupid name. And then type path to conversion by groups. Now, there are multiple of these, but I like this path to conversion by campaign groups. And you will have to go one by one and add all of your campaigns there that you want to analyze. So, let me know if you have any additional comments and questions around that. And stay tuned for another video on Monday.