The document provides an overview of ASIN-level retargeting for Amazon customers, detailing how ads can follow high-interest customers to encourage purchases. It outlines the importance of Amazon Media Group (AMG) and the Amazon Advertising Platform (AAP) in enhancing brand visibility and sales through targeted advertising strategies. Key agenda items include the functionality of different ad formats, retargeting qualifications, and statistics related to campaign performance.

1. Win Back Your Lost Amazon Customers
with ASIN-Level Retargeting

2. Overview
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Retail-focused PPC & Shopping
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About CPC Strategy

3. Today’s Logistics
● Session Recording & Slides Will Be Sent Out
● Submit Questions to Our Panelists
● Resources Available as Handouts
● Join in the Poll Question!
Analicia Santaella
Webinar Coordinator

4. Today’s Speakers
Pat Petriello
Head of Marketplace Strategy
Brenda Insixiengmay
Marketplace Channel Analyst

5. ● Breakdown of Amazon Media Group (AMG)
● Reach of Amazon Advertising Platform (AAP)
● How ASIN Retargeting Works
● ASIN Retargeting Qualifications
Today’s Agenda
Purchase Intent
Awareness
Consideration
Purchase
Purchase
Experience

6. What is AMG?

7. Amazon Media Group Landscape
PPC: Cost-per-click
You pay for clicks!
Display: CPM (Cost per thousand)
You pay for impressions!
AMS
Product Display Headlines SearchSponsored Products Amazon Managed Service ESS
AAP
AMG

8. Search & Display Advertising
Source: https://advertising.amazon.com/amazon-display-advertisingSource: https://advertising.amazon.com/amazon-display-advertising
Search Advertising
● Cost-per-click model
● Self-service product ads on Amazon & across app
● Promote products as shoppers actively search by
keyword or brand
● Ensure discoverability of one’s brand and products
against key search terms in a category
Display Advertising
● Cost-per-thousand impressions model (CPM)
● Behaviorally targeted banners served on/off
Amazon, Amazon-Owned and -Operated sites and
across screens
● Reach shoppers who’ve shown recent intent to buy
your products but may not be actively searching
● Fuel awareness & consideration to drive search

9. Retargeting Pre & Post Purchase
Purchase Intent
Awareness
Consideration
Purchase
Purchase
Experience
AAP
AMS
HEADLINE
SEARCH
AMS
SPONSORED
PRODUCTS
AMS
PRODUCT
DISPLAY
ASIN
Retargeting

10. The Power of AAP
182 Million
monthly visitors in
the US
Source: https://advertising.amazon.com/amazon-display-advertising
Billions
of shopping behaviors
are captured
Hundreds
of Millions
of products are sold
on Amazon

11. AMS & AAP: Better Together
Source: https://advertising.amazon.com/amazon-display-advertisingSource: https://advertising.amazon.com/amazon-display-advertising
On average, brands with campaigns using display and search ads saw higher
volumes of brand searches and organic brand impressions
Average Change in Branded Search
% of increase in keyword searches of
advertised brand or products during
the campaign period (vs.
pre-campaign period)
Average Change in Earned Media
% of increase in organic impressions
for the brand products during the
campaign period (vs. pre-campaign
period)

12. Copyright 2017 - Q4 Amazon Virtual Summit
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Breaking Down ASIN Retargeting

13. How Does It Work?
Customer visits
detail page, does
not purchase
AAP ads follows
your high-interest
customers
Customers click
on your ad and
purchase

14. Formats: Dynamic Ecommerce Ads

15. Types of ASIN Retargeting

16. Qualifiers for Retargeting
● Promoted product must have 2,000 customers who
viewed but did not purchase the product per month
● “Users who viewed A also viewed B”
● “Users who bought X also bought Y”
● Competing and Complementary products
● Can include your own products, but could use
exclusion segment to keep that out

17. Where Do Retargeting Ads Show Up?
Supply Sources:● Amazon.com
● Amazon App
● Amazon Owned & Operated
● Amazon Publisher Service
● Open Exchanges
Can we exclude / include specific websites?

18. How to Access AAP
● Amazon Managed & Advertising Agencies (ESS)
● Keep everything under one house
● Combined learnings/observations AMS and AAP

19. AAP Glossary
Order: An AAP order and where your line items will live
Start: First date for the order’s flight
End: Last date for the order’s flight
Total Budget: Budget set for the order
Total Cost: Total amount of money spent on running
campaigns
Delivery rate: Rate at which the order or line item is
spending money relative to its budget and date range
Budget Cap: Limit on how much is spent per day
Impressions: Number of times an ad is displayed
Click-Throughs: A click on an ad that directs the user to a
destination outside of the creative
eCPM: Total cost per thousand impressions
CTR: Number of click-throughs relative to the number of
impressions
Cumulative Reach: Number of unique users the ad is
exposed to
Avg. Impression Frequency: Average of exposures per
unique user for an ad
ATC: Number of times a promoted ASIN is added to a
customer’s cart
Product Sales: Total sales of promoted ASINs purchased
by customers on Amazon
ROAS: Product sales / total cost

20. ● Breakdown of Amazon Media Group (AMG)
● Reach of Amazon Advertising Platform (AAP)
● How ASIN Retargeting Works
● ASIN Retargeting Qualifications
Review of Today’s Agenda
Purchase Intent
Awareness
Consideration
Purchase
Purchase
Experience

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Schedule Your 1-1
Amazon Advertising
Strategy Evaluation

22. Questions for Today’s Speakers?
Pat Petriello
Head of Marketplace Strategy
Brenda Insixiengmay
Marketplace Channel Analyst

23. Upcoming Events
Boost Your Sales Volume in Q4 Using Prime Day Data
Wednesday, September 12th
The Q4 Amazon Growth Summit for Brand
Thursday, September 20th - Friday, September 21st
The Q4 Ecommerce Brand Accelerator Virtual Summit
Wednesday, September 25th - Thursday, September 26th
Q4
Amazon Prep
Q4
Ecommerce Prep