Purchases Remarketing – Amazon’s New Sponsored Display Feature

Feb 23, 2022

Purchases remarketing, a new addition to Sponsored Display audiences, allows you to connect with customers in more relevant ways. In this blog post, we’ll thoroughly explain everything about it, so you can use it to accomplish your advertising goals.

Audiences is a display targeting strategy within Sponsored Display campaigns. The goal is to target shoppers and help advertisers expand their business by engaging customers on their purchase journey on and off Amazon. It is an excellent opportunity to increase brand awareness and ads traffic.

Amazon audiences, Views remarketing, and Purchases remarketing are the three audiences you can target. We will cover their purpose and how you can use them. Our primary focus will be Purchases remarketing and its benefits. As we mentioned, Sponsored Display ads give you opportunities to create many Audiences, reach potential buyers, and raise brand awareness simultaneously. 

You can target products and audiences in Sponsored Display campaigns. In this particular case, we’ll concentrate on audiences.

 

Advertisement

Subscribe to our newsletter

Amazon Audiences

You can reach relevant audiences using prebuilt segments:

  • LifestylePositioned for awareness campaigns, this audience reflects various shopping and viewing signals, including shopping on Amazon, browsing on IMDb, and streaming on Prime Video or Twitch. 
  • InterestsInterest-based audience allows advertisers to help raise awareness with prospective buyers based on what they frequently browse and buy. 
  • Life eventsIt allows brands to drive awareness and consideration for relevant products based around life moments.
  • In-marketAllows advertisers to engage audiences who have been recently shopping for products in a given category.

 

Views Remarketing

Views remarketing audiences allow you to target potential shoppers who have seen a product or category similar to yours. Sellers can access data for this going back 7/14/30/60 days and a 90 days lookback.

 

Purchases Remarketing

It’s similar to Views remarketing, and it helps you target shoppers who bought products similar to yours. You can target and refine it through category, brand, and other product features. In addition, you can access data for this going back 7/14/30/60/90/180 and 365 days.

 

Purchases remarketing

Using Purchases Remarketing

By using the new Purchases remarketing feature, you can now reach audiences via classic remarketing to re-engage old ones and drive brand or product loyalty, as well as audience discovery to reach audiences more broadly beyond those buying from your catalog.

Your ads will stop working if it is no longer possible to purchase the product. Either way, you can add products that are low stock or out of stock, and you know that you can’t spend on those products, and it won’t lead to sales until they arrive in stock and become active.

Sponsored Display audiences can help you increase or expand your ads in many places on Amazon. According to estimates, it takes customers up to 7 days to buy what they are looking for.

 

When and How to Use Purchases Remarketing?

Use it to attract those customers who have bought your product. For example, a brand selling led lights could advertise their 7-day pack of led bulbs to shoppers who purchased a single led bulb using a 30-day lookback window or even expand that lookback window to 365 days. 

Product consideration

You can help drive product consideration by cross-selling your products to audiences who recently bought related/complementary products. For example, a brand focused on selling lightning accessories, such as led bulbs and table lamps, can now reach shoppers who have recently purchased decoration lights within their preferred lookback window.

Reaching new audiences

Use it to reach and attract new customers who have bought a product in a category similar to yours when you want to increase traffic to your product or grow brand awareness.

Product and category remarketing

We suggest advertisers use purchase remarketing and adopt dynamic segments. These segments — “advertised products” and “related to advertised products” — can help you launch your campaigns quickly and efficiently. Specifically, “related to advertised products” helps discover and reach audiences who previously bought items that are related or complementary to your products.

 

Purchases remarketing

Customizable lookback windows

It’s very similar to refinements, and we suggest customizing lookback windows based on real-world insights and the goals you want to achieve with the refinement. Lookback windows are helpful to define the time periods when a sale occurred, such as detailed page views for Views remarketing or purchases for Purchases remarketing.

 

Bid optimization

Set an appropriate bid optimization for Audiences campaigns. If your goal is to drive repeat purchases and product loyalty, we suggest “optimize for conversions.” 

If you aim to drive more consideration or awareness with a much broader audience reach, we suggest “optimize for detail page views” and “optimize for viewable impressions.”

 

Conclusion

Use Sponsored Display’s Purchases remarketing to reach shoppers who purchased your brand’s products or those similar to yours. Set your lookback window to target a past action that delivered a sale. For the lookback window, you can go back up to 365 days.

Use the ”related to advertised products” and “advertised products” segments to discover and reach audiences who previously bought products that complement yours. Lastly, you should test and combine all three audiences to expand brand awareness and reach potential buyers thanks to their habits.

About the author

Strahinja Terzic

Strahinja Terzic is a PPC Specialist at Sellers Alley, focused on Amazon PPC, with previous work experience in market research. Strahinja is fully dedicated to reaching clients’ goals and helping their businesses grow.

 

Produced by Sellers Alley

sellersalley.com

Terms of Service and Privacy Policy

@2021 Wild PPC Bunch. All Rights Reserved