How to Use Amazon Marketing Cloud Audiences to Overbid Competitors Strategically

Hi, let's talk about how can you use Amazon marketing cloud audiences to overbid your competitors only when a user who is very interested in your product sees your ad. So it's pretty handy way of bidding aggressively only for a certain audience. For example, today I will analyze the audience of people who viewed your product page multiple times and you can define how many times will be your personal threshold. This is very important especially in Q4 and especially before Christmas. So, let's say the situation is that your competitors are bidding $2 on a certain keyword, but you want to capture only the people who are very interested. So, they keep browsing, they're clicking the competitor listings, getting back to yours, and then comparing or whatever the the reason is. Once you add that audience to your sponsor product or sponsor brand or sponsor display ad then you can adjust the bid adjustment only for that audience. But let me first show you how to create that audience. So once inside the Amazon marketing cloud again on the left you can select measure measurement and reporting then Amazon marketing cloud and then once inside just select the audience tab then you can browse all different kind of these audiences but let's create let's for for this video I will cover this one uh audience with multiple detail page views but in the coming days I will be talking about multiple audiences you can create and each one of those is a little bit specific. pick. So this audience um you can define shoppers who are more likely to purchase your products. So it's pretty simple to to use. So don't be afraid. Uh choose the advertiser, choose the country. Then you can create a rule based audience which I'll do right now. And then to find the name and then I would say for example more than three. So those are really interested or you can just say more than two. No, you don't want to capture only those uh in this specific example only those who just viewed your product once. It could it could be like by an accident. If they saw your product once, it doesn't necessarily mean that they are that interested in your product. But if it's more than two times, then that's something. And then you select your date range um time zone. I don't see that the point in that. And then you define minimal detail page use per customer. So select the minimum. So I would say that minimum is uh three which is more than two of course then there's an option if you have enough traffic you can also add asins to include in most of the cases I I find this uh pretty useful but unfortunately very often when you add additional asins you will not have the audience size that's big enough. So, it needs to be at minimum 2,000 users inside in order for you to use it. And there you go. Once you create this audience by clicking here, where's that? Create audience. It will take a few moments for AMC to generate the audience and tell you if it's going to be approved or not based on the size of the audience. Okay. So once the audience is created, you will navigate to any of your campaigns that you would like this audience to be added to and then just hit bid adjustments. Then navigate to to audiences tab, then hit change audience. He will be presented with these two options like to create to increase the base for audiences built by Amazon which are these three by default like high interest purchased uh brands product or clicked add brand uh product to cart and then the second one will be increase bits on a custom audience created in Amazon marketing cloud. So this is the one that you want to select. Now I cannot hit the drop down here because of these privacy issues. But uh once you hit drop down you will see all of your audiences created. Once you select the desired ones just hit the uh adjustment. You can go up to 900% if you like. But here's here's the thing. So if your competitors are uh if the average CPC is $1 and your competitors want to overbeat everybody by beating $3, you know, and then for this type of audiences, we defined it with really high intent people, you can put like $2 in still be highest competitors. But for this hot audience uh size sorry this hot audience uh you will add I don't know additional 500 multiplier so they will almost never overbid you now but only for these specific users who are really interested in your product. So that is one of the ways that you can win uh throughout the year but especially in Q4 especially around Christmas. See you tomorrow in the next video. I'll be covering additional AMC audience for specifically for Q4.