Unlock Geo-Level Performance Insights with DSP Campaigns
Ever wondered why you can’t get geo-level performance metrics for Sponsored Ads campaigns? Well, good news — you can with DSP campaigns! And I've got a hack to take it a step further. Let’s use the power of Amazon Marketing Cloud (AMC) to target product searchers, and product page visitors, and know their location!
Here’s how:
Step 1️⃣: Build Custom Audiences in AMC
Create an AMC Custom Audience of users who searched your relevant keywords in phrase match in the last 30 days.
Build another Custom Audience for users who visited your product page.
Lastly, set up a Custom Audience for users who added your product to their cart. Now, you’ve captured 100% of your target audience, searchers who didn’t click, and page visitors who did! You can push these audiences into DSP and measure performance by running separate campaigns.
Step 2️⃣: Target and Analyze by Geo
Your awareness audience (searchers) can help you identify the locations where product searches are coming from using DSP geo-level performance reports.
For consideration, track where product page visitors are coming from to pinpoint high-interest areas.
Finally, your conversion audience (cart adders) can reveal where customers are on the verge of purchasing, helping you understand which regions are driving cart adds.
Step 3️⃣: Campaign Metrics to Track. For each audience type, analyze the following metrics at the state, city, or pin code level:
Reach & Cost per Reach
Clicks & CPC
Conversions
Revenue
ROAS & ACOS %
Detail Page Views & Cost per DPV
Add to Cart & Cost per Add to Cart
By constantly targeting relevant audiences, you’ll unlock invaluable geo-level insights. Even better, these audiences can be as recent as yesterday, provided they meet the size threshold!
Pro Tip: If certain regions have high Detail Page Views but low conversions, investigate issues like delivery times.
Give this strategy a try, it can become your BAU (business-as-usual) activity to sharpen your targeting and performance optimization. And if you like this hack, feel free to share and let me know what else you’d like me to dive into next!
Stay tuned for more AMC & DSP updates - https://lnkd.in/d3SYuuyN