When it comes to measuring advertising effectiveness, sales are just the start. Brands also need to know how their marketing impacts all the customer interactions that lead to purchase, and how this translates to eventual business growth. At Amazon Ads’ unBoxed conference, Scott Collins, Product Manager at Amazon Ads, explained how Brand Metrics (beta) can help provide the insights you need in order to understand and optimise your advertising.
How Brand Metrics (beta) can help your advertising
With Brand Metrics, you can:
Measure the impact of your upper- and mid-funnel tactics and see how shoppers are interacting with your brand throughout the marketing funnel.
Evaluate the value of shopping engagements by looking at sales generated over a 12-month lookback period.
Optimise your organic marketing and advertising efforts in Amazon’s store to engage more shoppers and build your brand.
Monitor your performance relative to your category and peers at each stage of the purchase journey.
Insights you can access with Brand Metrics
Here are examples of the insights you can access through Brand Metrics:
- Shopper engagement rate is the percentage of shoppers in the selected category who completed a consideration event or purchase with you.
- Customer conversion metric is the total number of shoppers who converted after completing one of the following actions: detail page view, brand search and detail page view or Add to Basket.
- New-to-brand sales is the percentage of purchasers who were new to your brand in the last 12 months.
- Branded searches are the total number of shoppers who have researched using your brand name but have not gone on to consider you or purchase from you in that category.
- Awareness index and consideration index are benchmarks calculated using dozens of shopping engagements that have causal links to consideration and sales.
- Purchase segment is the total number of shoppers who are 1) brand customers, 2) those that have purchased from your brand that week but may not purchase again and 3) the top 10% or Subscribe & Save – those who are the top 10% of sale drivers or those that use Subscribe & Save with your brand.
How to apply Brand Metrics (beta) to advertising strategy
So, what do you do with these insights? Collins helped the audience through the use of a fictional brand, KitchenSmart, that sells kitchenware and appliances.
Awareness-level insights example
In his example, KitchenSmart has these awareness-level insights from Brand Metrics:
- Their number of shoppers for brand searches only is comfortably above the category median, but below top performers.
- Their awareness index shows they have lower awareness than 35% of their peers.
- Their shopper engagement rate shows they are only engaging with around 10-20% of shoppers in that category, leaving 80-90% to reach.
Collins recommended the following tactics for this example:
- Launch a new Streaming TV ads campaign on Fire TV to help introduce their brand to more Amazon customers and increase awareness and interest. Supplement this with display ad campaigns that reach audiences shopping for similar products.
- To help build on this new interest, use Sponsored Brands and a custom bid adjustment to increase their bid for the top-of-search placement so they are present for these new shopping queries.
- Use a variety of Sponsored Display targeting tactics – from product category targeting to views remarketing – to help scale awareness of their brand anywhere customers spend their time.
- Use the brand solutions Posts and Amazon Live, available at no cost, to help tell their story and engage customers at more touchpoints.
Consideration-level insights example
Next, KitchenSmart looks at their consideration-level insights:
- Their consideration index shows that KitchenSmart is closing the gap on top performers in their category.
- Their consideration-to-conversion rate is well above the median.
- They find that the cohort of customers who both shopped for their brand and viewed their detail pages generates nearly 2X the return on engagement than customers who only viewed their detail pages.
Collins recommended these paid and organic marketing tactics to help increase branded intent among customers:
Purchase-level insights example
Finally, KitchenSmart looks at purchase segments:
- Their top 10% group of customers are driving over 2X more value after the purchase than their other brand customers.
Collins recommended these tactics to help drive more repeat purchases and earn more top 10% and Subscribe & Save customers:
- Revamp their Store by creating dedicated sub-pages for their product categories, highlighting their top-selling products to help make them more visible and using shoppable image tiles, which feature the Add to Basket button.
- Use Sponsored Display purchases remarketing to keep the conversation going with audiences of previous purchasers.