Create AMC Search Term Audiences Instantly with Hector
Almost no brands achieve more than a 1% CTR on Amazon for all kinds of search terms. This means 99% of users who search on Amazon don't click on a brand's product, even when the product is shown in search results.
Are you with me so far?
Now, imagine if you could target those exact 99% of users who searched for your category keywords but didn't click on your product ads. This would be revolutionary, right?
We could identify and reach these potential customers, by selecting a lookback period from as recently as yesterday to as far back as 365 days.
This is now possible with Amazon Marketing Cloud Search Term-Based Audience Creation.
At Hector, we are proud to launch our Instant AMC Audience Creation feature, which lets you create various audience cohorts, including Search Term-Based Audiences such as:
Users who searched for “Sneaker Shoes for Men” (Phrase Match) in the past 7 days but didn't click. Users who searched for “Hair Serum” (Exact Match) yesterday but didn't add to cart. Users who searched for “Coffee Pods” (Phrase Match) in the last 90 days but didn't make a purchase.
Once created, these audiences are automatically pushed into our Self-Serve Amazon DSP Account, allowing you to run dedicated campaigns targeting these search terms within your category. You can serve highly relevant product ads, boosting engagement.
Moreover, if search volume spikes before a sale or during a seasonal period, the increase will reflect in your audience size.
We have seen a 2X improvement in conversion rates using these specific audience cohorts compared to standard Amazon DSP audiences.
To add even more value, we offer the ability to instantly create up to five types of lookalike audiences, ranging from the most similar to the broadest possible audience based on these search-term cohorts.
This strategy has become a core component for our clients' Amazon DSP campaigns, which run year-round.
Remember, search intent is why we all advertise on Amazon. With a category conversion rate (CR%) of 5%, for example, even if a user clicks on a competitor's ad, 95% of those searchers haven't made a purchase yet. Targeting them through on-Amazon and off-Amazon placements within 7 days of their search can unlock incremental revenue you may be missing.
If you haven't set up your AMC instance yet, reach out to us. We'll create it for you at no cost.
If you have an AMC instance but are not using our Instant Audience Creation feature, connect with us. We'll integrate your AMC instance with our account, enabling you to start creating audiences immediately on Hector.
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