October 15, 2024
Increase engagement through audience bid boosting for Sponsored Products and Sponsored Brands
Announced at unBoxed 2024
What launched?
Amazon Ads is launching audience bid boosting for Sponsored Products and Sponsored Brands, enabling advertisers to reach and engage audiences they define and create.
With this new offering, advertisers can create custom audiences, such as shoppers who have not previously purchased their product and shoppers who were exposed to their streaming TV campaigns. Advertisers can adjust their bids for these audiences to help drive greater product discovery and sales.
Audience bid boosting taps into Amazon Marketing Cloud (AMC), a privacy-safe, cloud-based, clean room environment. Advertisers build their custom audiences within AMC, and those audiences are then made available within their sponsored ads account. This allows advertisers to adjust bids for those audience groups when launching their Sponsored Products and Sponsored Brands campaigns.
Why is it important?
Audience bid boosting helps advertisers more efficiently engage with their key audiences. Using bid controls, they can adjust their bids to capture increased engagement and conversions from selected audiences, such as reengaging shoppers in their journey along the marketing funnel, while also reaching relevant Amazon shoppers that are searching for their targeted keywords. Advertisers can monitor performance through a new field in the AMC sponsored_ads_traffic table to understand when Amazon applied the bid increase by inspecting the column matched_behavior_segment_ids.
Advertisers will use the Targetable Entities API to retrieve Audiences (Discovery) after they are created in AMC. In Sponsored Products, they will then use the Audience ID (Canonical) with the SP V3 Campaigns API to create, bid, and adjust the audience and manage their campaigns. In Sponsored Brands, similarly, advertisers will use SB Campaign API to create, bid, and adjust the audience and manage their campaigns.
Where do I access it?
- Amazon Marketing Cloud (AMC)
Who can use it?
- Sponsored ads advertisers with access to an active AMC account.
Where is it available?
- CA
- MX
- US
- BR
- BE
- DE
- ES
- FR
- IT
- NL
- PL
- SE
- TR
- UK
- EG
- KSA
- UAE
- AU
- CN
- IN
- JP
- SG