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Stop Using AMC Like It's a DSP-Only Club: Your Sponsored Ads Want In On The Fun

TL;DR: AMC isn't just for DSP nerds anymore, and your Sponsored Ads are feeling left out 🎭

Author

Nick Padilla
October 29, 2024

Listen up, ad optimization fanatics: if you've been treating Amazon Marketing Cloud like it's exclusively the cool kids' DSP club, we need to talk. Your Sponsored Ads have been sitting in the corner, watching all the DSP ads get the AMC love, and frankly, they're tired of being the wallflowers at this data party.

The "Wait, AMC Does What Now?" Moment

Three Mind-Blowing Use Cases That'll Make You Question Everything:

1. New-To-Brand Data: The Plot Twist You Didn't See Coming

Million-Dollar Question: What if your best-performing product isn't actually your best customer magnet?

The Tea ☕:

  • Get NTB data for Sponsored Products (yes, the ones that usually ghost you on this)

  • See NTB rates by ASIN (prepare for some surprises)

  • Find your secret weapon products hiding in plain sight

The "Oh Snap" Strategy Shifts:

  1. Identify Your Gateway ASINs:

    • Track NTB rates by product

    • Spot the hidden gems

    • Find the products that are basically customer magnets in disguise

  2. Optimize Like a Boss:

    • Boost non-brand spend on high-NTB products

    • Investigate low-NTB products (what's their deal?)

    • Reallocate budget to your customer acquisition superstars

2. Customer Acquisition Costs: The Reality Check You Need

Million-Dollar Question: How many ads does it take to get to the center of a customer conversion?

The Real Talk 🎯:

  • Track multiple ad touchpoints

  • Calculate true customer acquisition costs

  • Compare CAC to Customer LTV

  • Question your life choices (optional but likely)

The "Show Me The Money" Breakdown:

  1. Track The Full Journey:

    • Number of ads seen before conversion

    • Total spend across all touchpoints

    • Product-specific conversion paths

  2. Do The Math That Matters:

    • CAC by product

    • LTV comparison

    • Profitability analysis that won't make you cry (results may vary)

3. Attribution Detective Work: Who's Really Closing The Deal?

Million-Dollar Question: Is your last-touch attribution lying to you? (Spoiler: Probably)

The Plot Thickens 🔍:

  • Break free from last-touch prison

  • Use linear attribution like a pro

  • Stop SD ads from stealing all the credit

The "Now We're Getting Somewhere" Analysis:

  1. Attribution Models That Make Sense:

    • Linear touch (everyone gets a participation trophy!)

    • First touch (respect the originators)

    • Custom models (for the really ambitious)

  2. Track What Really Matters:

    • Non-brand to brand search progression

    • Multi-touch conversion paths

    • Real impact of awareness campaigns

Your "Stop Leaving Money On The Table" Action Plan

Immediate Actions (Like, Today):

  1. Set up NTB tracking for all products

  2. Calculate current CAC baseline

  3. Review attribution settings

  4. Question everything you thought you knew

This Week:

  1. Identify top NTB products

  2. Map customer journeys

  3. Build custom attribution models

  4. Start plotting your strategy revolution

This Month:

  1. Reallocate budgets based on NTB data

  2. Optimize campaigns for real CAC

  3. Implement new attribution insights

  4. Make your boss wonder if you've been replaced by an AI

The Strategic Gold Mine

For Your Gateway Products:

  • Boost non-brand visibility

  • Optimize product pages

  • Create custom audiences

  • Chase those new customers like they owe you money

For Your Money-Makers:

  • Focus on efficiency

  • Refine remarketing

  • Optimize for LTV

  • Make it rain (responsibly)

For Your Problem Children:

  • Investigate messaging

  • Review creative

  • Test new approaches

  • Consider therapy (for you, not the products)

P.S. Your Sponsored Ads just called. They said "Thank you for finally noticing us" and "We've been carrying this account for years."

The "But Wait, There's More" Bonus Round

Hidden AMC Gems:

  1. Custom Audience Creation:

    • Build audiences based on full journey data

    • Target by product interaction patterns

    • Create lookalike audiences that actually make sense

  2. Seasonal Insights:

    • Track how journeys change by season

    • Optimize budget timing

    • Plan for peak performance

  3. Competitive Intelligence:

    • Understand share of search

    • Track category performance

    • Spot market opportunities

Million-Dollar Question: Are you ready to make your DSP ads share the AMC love with their Sponsored Ad siblings?

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