Maria is an advertiser at a computer hardware company. Her company recently began selling their products on Amazon.com, and wants to reach shoppers with similar attributes to those that her brand has a direct relationship with. Which type of audience should Maria leverage in her next campaign?
- Past purchase audiences
- Audiences by keyword search
- Advertiser hashed audiences
Explanation:
- Past Purchase Audiences:
- Past purchase audiences are created based on Amazon’s data about customers who have previously purchased products similar to those offered by Maria’s computer hardware company.
- These audiences allow advertisers to target shoppers who have demonstrated an interest in or affinity for similar products in the past.
- Leveraging past purchase audiences helps Maria reach potential customers who are more likely to be interested in her products based on their previous purchase behavior on Amazon.
- This targeting strategy can be effective in driving conversions and maximizing the return on ad spend (ROAS) by focusing on a relevant audience segment.
Other Options Explained:
- Audiences by Keyword Search: This option refers to targeting audiences based on specific keywords that shoppers have searched for on Amazon. While keyword targeting is important for reaching users actively searching for related products, it may not necessarily target customers who have already demonstrated a direct relationship with the brand.
- Advertiser Hashed Audiences: These are custom audience lists created by advertisers using hashed customer data, typically for retargeting or CRM purposes. They do not specifically leverage Amazon’s data on past purchase behavior.
Therefore, to effectively reach shoppers with similar attributes to those who have a direct relationship with her brand, Maria should utilize Past purchase audiences in her next campaign on Amazon.com.