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Amazon Marketing Cloud Keywords Audiences for Better Amazon PPC Results

Published on December 11, 2025

About this video

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In this video, I cover audiences based on Sponsored Ad Keywords, the final part of my Amazon DSP audience series. This Amazon advertising strategy allows you to segregate your audiences based on your most important keywords for more targeted Amazon ads campaigns.

After covering audiences based on impressions, ad types, and detailed page views in my previous three videos, I explain how keyword-based audiences work for Amazon PPC optimization. You can specify sponsored ad keywords by providing a list, one per line, to build audiences from people who searched for those keywords but didn't purchase.

This Amazon advertising approach is powerful for single keyword campaigns that you might use for ranking campaigns. You can specify 5, 10, or different numbers of keywords to create groups of people who searched certain terms. When someone searches for your most important keywords but doesn't buy, and they search for the same keyword again, that's a hot lead where you want to bid more aggressively than on any other audience.

This Amazon PPC strategy offers multiple use cases for Amazon sponsored ads optimization. The structure remains the same as explained in previous videos, with the key difference being the ability to specify sponsored ad keywords in the filter. This method helps with Amazon ads campaign targeting and Amazon PPC marketing by focusing on high-intent users who have already shown interest in your target keywords.

Contents: 00:04 - Introduction to Keyword-Based Audiences 00:30 - How Sponsored Ad Keywords Filtering Works 01:01 - Setting Up Single and Multiple Keyword Campaigns 01:42 - Identifying Hot Leads from Keyword Searches 02:04 - Multiple Use Cases for Keyword Audiences

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Transcript

Hi guys and welcome to another video about Amazon Marketing Cloud audiences. Now in my previous three videos I covered different audiences based on impressions based on the type of ads based on multiple detail page views and there are some that are that can be used for multiple use cases. Now today I want to cover the last of this series of audiences uh which will be uh audience based on sponsored ad keywords. Now this is particularly interesting because with this audience you can segregate your audiences based on the most important keywords. For example, if you have the hero keyword that you want to really bid aggressively, you can put that keyword in the uh filter down below. So the the structure is usual as as I already explained in the previous videos. The only difference is that now you can specify sponsor ad keyword. So provide a list one per line. So if you for example have only want to target whatever uh jump rope you just put it over here and then you will build an audience from the people who only searched for that keyword but did not buy, did not purchase. So that's very powerful. So you can also uh do that for a single keyword campaigns which you can maybe then use for for ranking campaigns or you can specify five 10 or different number of keywords and then have a groups of people who searched certain um keywords and then you can bid aggressively on those kind of audience. I think that there are multiple use cases for this. uh if somebody searched for your most important keywords but didn't buy and they're now again searching for the same keyword that's really hot lead you know so and and that's where you want to bid more aggressively than on on any other um I hope this is clear I'm not going to too many details because because I already covered all the other uh most important audiences based on different kind of behavior so if you need a little bit more deeper go back to that if not. Thank you for watching and see you tomorrow in the next video.

Frequently asked questions

What is a keyword-based AMC audience and how is it different from the other AMC audience types?

A keyword-based AMC audience is built from shoppers who searched for specific sponsored ad keywords but did not purchase. You provide your keyword list directly in the AMC audience template, one term per line, and AMC compiles an audience of everyone who triggered those search terms across your campaigns without converting. The key difference from click-based or impression-based audiences is that it ties directly to the search queries themselves, not to whether someone clicked an ad or how many times they saw it.

Why is the keyword-based AMC audience particularly valuable for single keyword ranking campaigns?

Ranking campaigns are often built around one highly relevant, high-priority keyword where every non-converting click represents a qualified shopper who was actively searching for exactly what you sell. By building an AMC audience from that specific keyword, you capture those shoppers and can re-engage them with a much higher bid the next time they search the same term. Someone repeating the same high-intent search without having bought yet is one of the warmest possible leads in your account, and the keyword-based audience lets you identify and bid on them precisely.

How can you use keyword-based AMC audiences to organize targeting around keyword groups?

Instead of building one large audience across all campaigns, you can create separate audiences for different keyword clusters, for example one audience for your top three hero keywords and another for a mid-tier group. Each audience can then receive its own bid multiplier in the relevant campaigns, letting you apply more aggressive bidding on the most commercially important search terms while using a more conservative multiplier for lower-priority ones. This gives you the same granular control over audience bidding that single keyword campaigns give you over placement and match type.