Affinity Audience Targeting

Amazon dropped one of the biggest Sponsored Products updates we’ve seen in a long time (and personally was waiting for): ->audience targeting inside SP and the ability to create custom ones with AMC. Most advertisers are going to butcher this. They’ll pile audience bid boosts on top of existing ranking structures, placement modifiers, legacy bids — and then wonder why their campaigns nosedive. That’s how you torch your signals and bleed efficiency. Here’s the approach — the same structure we’re running across multiple brands: 1. Build your audiences inside AMC. This is the only place you’ll get truly clean data. Do not be lazy and use the ones you have available by default, they are mid to upper funnel audiences (which might work if that is what you wanna go after). But now you have access to AMC, so no excuse not to customize the audience based on your target. How to: Go to your ad console -> measurement and reports ->AMC → Use Cases → Audiences → pick the behaviour (ATC, PDP views, click-no-purchase, etc.) → create to Audience Hub. 2. Do not slap audience modifiers onto existing campaigns. If a campaign has a purpose — ranking, defence, etc — stacking audiences on top of it just corrupts the whole bidding logic. And if you’re already using placement modifiers, mixing them with audience modifiers is a guaranteed mess. 3. Create a separate SP campaign built only for the audience. Low base bid - start with half of the lowest suggested. Attach the AMC audience. Modifier applies only to that audience (at least 100% and increase this as needed). This isolates the traffic, preserves signal quality, and gives you a clean testing lane. The outcome across every brand using this structure has been identical: higher conversion rate, lower CPC, better margin. Same budget — just higher-quality traffic. The rule is straightforward: pick the audience that aligns with your objective. Don’t target everything. Fix the biggest gap in your funnel first. I’ve mapped out every audience, organized them by funnel stage, and included recommended starting points. Comment ME and share this post, and I’ll send you the file. #amazonad #amazonadvertising

The most underrated element in your B2B paid campaigns is your audience targeting. It's the foundation of every successful campaign — and it's the cheat code to driving higher quality leads. Instead of wasting hours creating more & more ad creative and ad copy, first ask yourself if you've maximized every possible audience available. My R.I.T.E Audience Framework helps break this down: 1️⃣ (R) Retargeting Audiences This is your warmest audience set. Max out this audience as much as possible by leveraging all available audiences based on a 30, 60, or 90-day timeframe including: All website visitors All pricing, demo, trial & case study visits All single-image ad interactions All 25-97% video viewers All company page visitors All document ad interactions All conversation ad opens All past event attendees All lead gen form opens (exclude lead gen form submissions though) All meeting no-shows & qualified leads that went dark without taking a meeting All closed lost contacts 2️⃣ (I) ICP Audiences These are your cold audiences filtered by industry, geography, and job titles to find your ideal customer profile. Spend some good time here. To help zero-in on the best ICP criteria, export a list of contacts from your CRM from your best-fit customers. Make a list of decision makers, champions, and influencers to define which job titles should see which specific ads. I encourage you to work with your sales team to refine this to avoid wasting ad spend on bad titles that will be disqualified later. Review this ~1x a month. There's tons of other data sources you can upload & layer on native criteria to. Here's just a few examples: Cold audiences from your current tech stack (CRM, MAP, Zoominfo, Apollo) Intent Audiences (G2, Bombora, CommonRoom, 6Sense) Website visitor contacts (RB2B, Warmly, Qualified) Technographic Audiences (Metamatch, Aberdeen, BuiltWith) Job Change Audiences (UserGems, LinkedIn Sales Nav) Funding Change Audiences (CrunchBase, KeyPlay) 3️⃣ (T) Target Account Audiences These are specific accounts you want to target. Don't sleep on this audience. Put your sales team on speed dial for this one so you can all align on the right-to-win accounts to target with ads. Layer on as much relevant filter criteria to target the right personas at these accounts. Review this ~1-2 months with your sales team. 4️⃣ (E) Exclusion Audiences Think of this as your "anti-buyer" persona. Exclude anyone you don’t want to waste ad spend on. Make it a habit to review your campaign's demographic reports to make sure you're not burning money on irrelevant audiences. Here's a few audiences I highly recommend excluding: Thank you & career website page visits All lead gen form submits Your company All existing customers All competitors & partners Poor fit job titles or functions (proactively add here based on disqualified lead feedback from your sales team) Poor fit industries Irrelevant company sizes Disqualified leads Target smarter, not harder. 🚀

Affinity vs In-Market vs Life Events Targeting: What's the Difference & Why It Matters?   We tend to bucket audiences in programmatic and digital advertising as data points, 1st-party, 3rd-party, and lookalikes. But people aren’t just data files. They have passions, short-term needs, and life milestones, and that’s exactly where affinity, in-market, and life events targeting come in. These are widely available across DSPs and digital advertising channels, and they remain some of the most effective ways to align campaigns with consumer intent.   Here’s a breakdown 👇 🔹 Affinity Audiences • What they are: Audiences built around long-term passions, interests, and lifestyles. These don’t change quickly; they reflect enduring habits. • Example: People who consistently engage with content around fitness, travel, coffee, or gaming. • Best for: Awareness and brand building. Great when your goal is to seed brand recall and stay top-of-mind among people who strongly identify with a lifestyle or passion. 🔹 In-Market Audiences • What they are: Users who are actively researching or comparing products/services. These signals are short-term and closer to conversion. • Example: Someone who’s checking laptop reviews, browsing insurance quotes, or looking at car dealerships. • Best for: Performance and mid-to-lower funnel campaigns. Perfect when the goal is to capture high-intent users who are already considering purchase options. 🔹 Life Events Audiences • What they are: Segments built around major life milestones that shift consumer needs. These moments create demand across multiple categories. • Example: New movers needing furniture and Wi-Fi, graduates seeking courses and jobs, new parents looking for childcare products. • Best for: Contextual and time-sensitive opportunities. Ideal for brands that can add value during transitional moments. ⚖️ TL;DR • Affinity = Who the users are (long-term identity). • In-Market = What the users want now (short-term intent). • Life Events = What’s changing (life milestones).   💡 Pro tip: Don’t just target, sequence. Use Affinity for early engagement, In-Market for conversion, and Life Events for emotional timing. When layered thoughtfully, these signals can guide users through the funnel with precision.   #ProgrammaticAdvertising #AudienceTargeting

This escalated quickly 😂 AMC audiences are now available in two places in Seller Central: SP campaigns and SD campaigns. So far, AMC audiences were available only in DSP, but now they’re in Seller Central, which shows Amazon's plan to make AMC available to everyone. 𝐒𝐏 𝐜𝐚𝐦𝐩𝐚𝐢𝐠𝐧𝐬 𝐧𝐨𝐰 𝐚𝐥𝐥𝐨𝐰 𝐮𝐬𝐢𝐧𝐠 𝐛𝐢𝐝 𝐛𝐨𝐨𝐬𝐭𝐢𝐧𝐠 𝐟𝐨𝐫 𝐚𝐮𝐝𝐢𝐞𝐧𝐜𝐞𝐬 𝐛𝐮𝐢𝐥𝐭 𝐢𝐧 𝐀𝐌𝐂. You can find it under the bid adjustments section when creating a new Sponsored Products campaign. Audience bid boosting allows us to bid up for our most important audience. Example: let’s say you want to work on improving your brand’s customer loyalty. You created a NTB audience in AMC and are bidding 50% up for this audience, as a part of a more aggressive advertising strategy. You added the 30-day lookback window to chase them across Amazon, while they’re still new to the brand and added a frequency cap of 5-7 exposures per day to prevent customers’ ad blindness or frustration. There are two sides to this. Audience bid boosting feature creates another level of complexity to our regular bid management decisions. We already have placement bid modifiers and ad schedule bid boosting features. However, adding audience bid boosting will enable small advertisers to save money, by focusing more effectively on their most important audiences. For big brands, audience bid boosting is an amazing tool to test how many incremental sales every specific audience adds to their campaign. 𝐀𝐌𝐂 𝐚𝐮𝐝𝐢𝐞𝐧𝐜𝐞𝐬 𝐚𝐫𝐞 𝐧𝐨𝐰 𝐚𝐯𝐚𝐢𝐥𝐚𝐛𝐥𝐞 𝐚𝐬 𝐚 𝐭𝐚𝐫𝐠𝐞𝐭𝐢𝐧𝐠 𝐨𝐩𝐭𝐢𝐨𝐧 𝐢𝐧 𝐒𝐃 𝐜𝐚𝐦𝐩𝐚𝐢𝐠𝐧𝐬 This is how we wanted to use SD campaigns from day one 😊 you can now choose to only target your brands' customers. Or most similar lookalikes to your existing customers. The definition and size of these audiences depend exclusively on how you define them in AMC. The sky is the limit here. There are also two sides to this. AMC audience targeting is amazing for brands who want to save money on advertising, enabling them a laser-focused approach to targeting. For the first time in campaign manager, you can save money AND be as aggressive as possible in advertising to customers you’re really interested in. Example: let’s say you are launching a new product and want to let your previous customers know about it while it’s on a deal. You create a past-purchasers audience in AMC and target only them through a Sponsored display campaign. However, one issue with SD campaign audience targeting is scalability for big brands. While this option works great for smaller brands who use classical sales funnel tactics (based on views and past purchases); advertisers who work for big brands will find practical use of audience targeting in SD campaigns very challenging at scale. There are literally thousands of possible audience targeting options they could use.