E-commerce brands often face significant challenges in optimizing their Amazon campaigns. From measuring new customer acquisition to managing ad frequency and understanding customer journeys, these issues can hinder the effectiveness of their advertising efforts. Amazon Marketing Cloud (AMC) offers powerful insights and solutions to these problems, helping brands unlock critical performance data from their DSP campaigns.

Here are five common problems e-commerce brands face when using DSP and how AMC reports help solve them:

 1. Problem: Measuring New Customer Acquisition Effectively

Acquiring new customers is crucial for many brands’ advertising strategies. However, without detailed analytics, tracking New-to-Brand (NTB) purchases and understanding how campaigns contribute to customer growth can be complex.

AMC Solution: New-to-Brand Purchases and Customers Report

The New-to-Brand Purchases and Customers report provides crucial data on the ad-attributed sales from first-time buyers. It shows the count and percentage of customers who are new to the brand, helping brands to:

  • Assess how well their sponsored ads and DSP campaigns are driving NTB purchases.
  • Adjust targeting and creatives to enhance new customer acquisition.
  • Identify which campaign tactics are most effective at reaching new audiences and expanding the customer base.

 2. Problem: Identifying the Best Products for New Customer Acquisition

Promoting ASINs with multiple ad tactics can make it difficult for brands to pinpoint which products are most effective at driving new customer purchases. Without this insight, it’s challenging to optimize product promotion strategies.

AMC Solution: New-to-Brand Gateway ASINs Report

The New-to-Brand Gateway ASINs report helps brands determine which promoted ASINs are most successful at attracting new customers. By identifying the top-performing ASINs in terms of NTB purchases, brands can:

  • Focus on high-converting products that appeal to new buyers.
  • Prioritize key ASINs in their sponsored ads and DSP campaigns to maximize NTB sales and improve return on ad spend (ROAS).

 3. Problem: Optimizing Ad Frequency to Prevent Overexposure

Finding the right balance in ad frequency is a common challenge for DSP campaigns. Showing too few ads can result in low engagement, while too many can cause audience fatigue and reduce effectiveness.

AMC Solution: DSP Impression Frequency and Conversions Report  

The DSP Impression Frequency and Conversions report measures the optimal number of impressions needed to drive conversions. By analyzing conversion metrics across different frequency caps, brands can:

  • Determine the ideal frequency cap for their campaigns to avoid overexposure.
  • Maximize conversions by delivering the right number of impressions to the right audience at the right time.
  • Make more data-driven decisions about how often to serve DSP ads to specific segments.

 4. Problem: Understanding Customer Purchase Behavior Post-Ad Exposure

Many brands struggle to understand which products are frequently purchased together after customers are exposed to sponsored and DSP ads. This insight is key for creating upselling opportunities and increasing average order value.

AMC Solution: ASIN Purchase Overlap for Upselling Report

The ASIN Purchase Overlap for Upselling report helps brands identify products frequently purchased together after sponsored and DSP ad exposure. By analyzing customer purchase behavior, brands can:

  • Develop targeted upsell strategies by promoting complementary products.
  • Tailor DSP campaigns to drive higher order values by recommending products likely to be purchased together.
  • Gain insights into customer shopping behavior to refine future campaign strategies.

 5. Problem: Optimizing for Multi-Device Customer Journeys

Today’s e-commerce customers often move between devices as they interact with ads, making it difficult for brands to track customer journeys and conversion paths effectively across different platforms.

AMC Solution: DSP Path to Conversion by Device Report  

The DSP Path to Conversion by Device report tracks how users engage with ads across various devices and follow through to conversions. By understanding how customers interact with ads on mobile, desktop, and other devices, brands can:

  • Optimize DSP campaigns for specific devices that are more likely to lead to conversions.
  • Enhance the overall cross-device user experience by tailoring ad creative and formats for different platforms.
  • Gain a clearer picture of the customer journey and adjust ad delivery strategies to match customer behaviors across devices.

AMC Insights Are Crucial to Scaling Your Ecommerce Business

Amazon Marketing Cloud (AMC) offers e-commerce brands a suite of valuable DSP-specific reports that solve everyday challenges, from measuring new customer acquisition to optimizing ad frequency and understanding multi-device customer journeys. By leveraging insights from reports like New-to-Brand Purchases, Impression Frequency and Conversions, and ASIN Purchase Overlap, brands can make more intelligent, more data-driven decisions, ultimately driving better results from their DSP campaigns.

Ready to unlock the full potential of your DSP campaigns? Contact Teikametrics to learn how to use AMC insights to optimize your advertising strategy and drive meaningful business growth.