A popular, omnichannel personal care brand's Amazon PPC ads were healthy from a ROAS perspective, but we believed there was room to optimize spend and generate more efficient results by utilizing some of Amazon's newer targeting capabilities.

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Take the Amazon Search (PPC) campaigns that were already working and improve the results without materially increasing spend.

To boost the brand's Amazon PPC performance, we:

1. Created AMC audience segments that would allow us to lean into recent, high-intent shoppers based on multi-category shopping behavior. These segments included recent purchasers, in-market shoppers (people shopping for similar products - similar to a lookalike audience), lapsed purchasers (people who purchased from the brand in the past but haven't in awhile), and cart abandoners (shoppers that added the brand's products to their cart but never checked out).

2. Layered these segments onto the existing Search campaigns. While the targeting for all PPC ads remains keyword-based, we set up bid modifiers to prioritize spend on shoppers in the AMC segments we defined. This let us bid much more aggressively and shift the majority of our PPC budget to traffic that was most likely to convert.

By pairing high-intent AMC audiences with search bid modifiers, we dramatically improved the CTR and ROAS of the brand's Search campaigns. The results were almost immediate, with a notable drop in Cost per Conversion less than 60 days after implementation.

This experiment was a great win for the brand, and it proved that AMC audiences aren’t just for DSP; they can be an effective tool for any Amazon ad campaign.