Sept. 16, 2025
073: Tactic Tuesdays: The NEW Geo-Targeting & Amazon Marketing Cloud Strategies
Unlock the power of Amazon Marketing Cloud (AMC) and geo-targeting to transform your advertising strategy! Once available only to high-budget DSP advertisers, these sophisticated tools are now accessible to all Amazon sellers, opening new possibilities for targeted marketing that delivers exceptional returns.
Through a fascinating case study of a pool equipment brand, we explore how strategic geo-targeting solves one of the most frustrating challenges for seasonal products. By focusing advertising dollars exclusively on regions with year-round pool usage (like Southern California, Texas, Florida, and Arizona), sellers can maintain profitable advertising during traditional off-seasons while connecting with their highest-value customers. Imagine knowing that your Phoenix customers replace pool equipment annually while Michigan customers might use the same tools for years – that's the kind of insight that transforms how you target your advertising.
AMC's implementation varies across Amazon's advertising ecosystem, with different capabilities for DSP, Sponsored Display, Sponsored Products, and Sponsored Brands. We break down exactly how each platform utilizes geographic data, from true filtering to bid modifiers, and explain how to access these powerful tools even without programming expertise. The conversation expands to cover B2B audience targeting, revealing how these professional customers often deliver significantly higher average order values and better conversion rates than standard consumers.
What makes this strategy particularly powerful is how targeted advertising creates a virtuous cycle between ad performance and organic visibility. By directing your spend toward audiences with higher conversion rates, you effectively "signal" to Amazon's algorithms that your products deserve better organic placement. Whether you're struggling with seasonal fluctuations or simply looking to maximize your advertising ROI, these advanced targeting capabilities represent the future of Amazon advertising – and the time to start implementing them is now.
🚀 Transform your brand on Amazon by building a powerful customer list with the After Purchase Funnel Blueprint course. Click here to get the full course for free.
➡️ Ready to go deeper into your Amazon FBA journey to accelerate your success? Get your hands on ALL of the Brand Fortress HQ resources, mentorship, and knowledge base by visiting us at BrandFortressHQ.com
⭐️ Want to help our show grow so we can continue bringing you the very best of guests and actionable content for your Amazon FBA business? We'd greatly appreciate if you took two minutes to give us a five star rating and review. Thank you!
00:00 - Introduction to AMC and Geo-Targeting
04:43 - Seasonal Pool Products Strategy
08:49 - AMC's Regional Targeting Capabilities
12:36 - Audience Targeting vs. Keyword Targeting
18:42 - Sponsored Display and B2B Audiences
22:56 - Implementing AMC and Final Recommendations
WEBVTT
00:00:00.281 --> 00:00:04.272
Welcome everybody to another episode of Tactics Tuesday at Brand Fortress HQ.
00:00:04.272 --> 00:00:10.353
Today, what we're going to be talking about is the new AMC and geo-targeting strategies happening on Amazon.
00:00:10.353 --> 00:00:15.692
This is one of those things that I feel like has been around the Amazon community for a number of years.
00:00:15.692 --> 00:00:30.027
That said, it is worth taking another look at, because Amazon has put a lot of resources into updating AMC, making it much more available, and then also their geotargeting strategies as well.
00:00:30.027 --> 00:00:43.127
So with that, mike, I know you've been working on this quite a bit, so I'm going to toss it over to you and, if you can, maybe just talk about how you've been thinking about this and maybe some of the things that you're looking at testing when it comes to geotargeting and AMC.
00:00:43.808 --> 00:00:44.732
Sure, yeah.
00:00:44.732 --> 00:01:07.462
So anybody who listens to the podcast knows we sell pool cleaning tools, and so we're a very seasonal kind of a product, and one of the things that we have run into in the past is that when we move into the off season, which essentially is going to be like August or September, probably more like September through February, then our sales drop off.
00:01:07.462 --> 00:01:42.727
But more than that, the cost of advertising goes up, because what you end up with is, if you're advertising across the US as a whole, then a lot of the individuals that you're advertising are people who don't have their pools open right now, and so they might be looking, you know, like they're browsing around and they're taking a look at things, but they're not buying because the pool's not open, and so you get a lot of tire kickers and so your ACOS goes kind of through the roof, and so you end up having to cut back on your advertising because you're advertising to a bunch of people that you don't actually want to at that moment.
00:01:42.727 --> 00:02:02.965
So what we're looking at as one of the opportunities that AMC offers us is the opportunity to limit our sponsored ads, you know, to specific geographic regions that essentially have year round pool openings, so we can target.
00:02:02.965 --> 00:02:16.731
You know Southern California, southern Texas, southern Florida, arizona, you know Las Vegas, you know those sorts of areas where people got those pools open all year round, and so then when we run those ads, our ACOS doesn't have to climb.
00:02:16.731 --> 00:02:23.745
In fact, it might even be better than it is right now, because another thing that we were looking at is those areas.
00:02:23.884 --> 00:02:30.389
Okay, so backing up our product again, a lot of people already know this, who listen to the podcast regularly.
00:02:30.389 --> 00:02:36.227
But you know we offer unlimited lifetime replacement warranties on our products.
00:02:36.227 --> 00:02:51.854
And so if you think about it for a second and you were to compare somebody who owns a pool in Michigan to somebody who owns a pool in Phoenix, compare somebody who owns a pool in Michigan to somebody who owns a pool in Phoenix, the Phoenix person has their pool open all year round.
00:02:51.854 --> 00:02:54.100
They have super high, you know UV, you know light and whatnot.
00:02:54.100 --> 00:03:03.627
So it's like tools break down way faster and they get used considerably more and for a much longer period of time every season than the person in Michigan.
00:03:03.627 --> 00:03:17.192
So what happens is a person in Michigan, they might buy a standard full net, you know from just Joe Blow for like 15 bucks and it might actually last them a few seasons because they're not using it super hard.
00:03:17.192 --> 00:03:19.945
They only use it, for, you know, four months out of the year.
00:03:19.945 --> 00:03:21.991
The UV is not that hard.
00:03:21.991 --> 00:03:32.981
So but the person in Phoenix they might go through two per season, certainly one per season, and so for that person our lifetime warranty becomes that much more valuable.
00:03:32.981 --> 00:03:38.241
Now, this is all speculation, but it makes perfect sense, like if I'm putting myself in their shoes.
00:03:38.241 --> 00:03:47.192
I absolutely, if I was living in Phoenix, would pay much more attention to a lifetime warranty and the value of it would be much higher to me than if I lived in Michigan.
00:03:47.192 --> 00:04:08.188
So what we want to do is start advertising and really directing our ads to those individuals, who are individuals that have their pool open year round, because I have a stinking suspicion that their CTR and CBR values will be considerably higher than if we're advertising nationwide.
00:04:09.000 --> 00:04:13.412
Now, with AMC you can target regionally like that.
00:04:13.412 --> 00:04:16.550
It's a little bit different for some ads versus others.
00:04:16.550 --> 00:04:19.100
So AMC can be used to create audiences.
00:04:19.100 --> 00:04:25.721
That you can use in DSP, but you can also use in sponsored ads Now in DSP.
00:04:25.721 --> 00:04:40.629
But you can also use in sponsored ads Now in DSP and sponsored display, which is kind of like a mini DSP, you can actually specifically target the ad so that it only goes to individuals in whatever geographic region you specify.
00:04:40.629 --> 00:04:46.187
Alternatively for sponsored products and sponsored brands.
00:04:46.187 --> 00:04:53.629
It's not really a limiter, so, in other words, it's not only going to run your ad to those individuals.
00:04:53.629 --> 00:05:04.911
However, it's almost more like a bid modifier kind of a situation where individuals that fall within your geographic region are going to get the bulk of the advertising and the ad spend.
00:05:04.911 --> 00:05:12.672
So you might still advertise to people in Michigan, but more of your ads are going to show up to people in Phoenix or Southern California and things like that.
00:05:12.672 --> 00:05:19.699
So that's actually one area that we're moving into right now and are looking to implement almost immediately is that geographic target.
00:05:21.000 --> 00:05:21.500
Yeah.
00:05:21.500 --> 00:05:27.865
So, if I understand you correct, just to break this down for our audience, I think there's a couple of really important points here.
00:05:27.865 --> 00:05:32.369
So the first one is thinking about audiences in the sense of.
00:05:32.369 --> 00:05:41.074
I think most people at this point understand the concept of a highly targeted audience versus a broad audience.
00:05:41.074 --> 00:05:51.682
So let's just take, you know, you know men's boots is an example, a random example that comes to mind.
00:05:51.702 --> 00:05:59.288
So if you were advertising for a keyword that was men's boots, you know that's pretty wide, and so you're going to get a lot of people that might click on your ad because they are men that are looking for a boot.
00:05:59.288 --> 00:06:03.764
But if it's, you know, it may not be the right boot that they're looking for specifically for.
00:06:03.764 --> 00:06:27.855
Maybe they're looking for something for motorcycling as opposed to working construction as opposed to, you know, cowboy boots, like there's a lot of different variety there, and so when you go wide like that, I think we're pretty familiar with the concept of those keywords are not going to convert as well as if we have something that's super specific, where you know, maybe if we were saying it was for construction, where it's like men's boots for construction or something like that, where it's very precise.
00:06:27.855 --> 00:06:34.639
So I think we understand that from a keyword standpoint and really this is just taking that same concept and applying it to audiences.
00:06:34.920 --> 00:06:47.987
And in your particular case, you know, hey, if somebody lives in Minnesota, they're only using their pool four months out of the year because it's frozen the other eight months, versus somebody who lives in Arizona, where they might be able to use their pool year round.
00:06:47.987 --> 00:07:04.619
Not only are they able to use that tool longer, also, if they live in Arizona, because of you know how much uh, you know just UV light and sunshine that they get down there, that tool is much more, or that pool tool is much more likely to break down if they're buying it.
00:07:04.619 --> 00:07:11.490
You know from you know that Chinese manufacturer that's selling on Amazon versus you know the, versus your brand.
00:07:11.490 --> 00:07:13.055
That's a much more premium product.
00:07:13.055 --> 00:07:18.982
Is that kind of at least so far, kind of a good description of how you're approaching this?
00:07:19.483 --> 00:07:24.990
Yeah, that's absolutely the way that we're looking at it, and obviously you can create audiences based around all sorts of different things.
00:07:25.531 --> 00:07:46.019
Amazon has kind of some semi-default audiences that you can use, and there's also there's tools out there that allow you to connect into AMC that have, let's say, pre-built audiences that aren't necessarily Amazon-built audiences, but they're pre-built queries, let's say.
00:07:46.079 --> 00:07:58.451
So to back up a little bit, the way that you utilize AMC to actually create these audiences is that you write SQL queries, which a lot of people don't know what that is.
00:07:58.451 --> 00:08:06.225
They have no idea how to do it, and so there's front ends, just like there is for sponsored ads, like PackView and things like that.
00:08:06.225 --> 00:08:11.391
So services out there that allow you to have a front end interface that's better than what Amazon gives you.
00:08:11.391 --> 00:08:32.283
There are interfaces that allow you to connect into AMC and they have pre-built SQL queries that will create an audience of a certain type, and so you can go through their list and be like oh, that's the kind of audience that I want, and you click on it and it will run the backend query in AMC to create that audience for you.
00:08:32.283 --> 00:08:42.856
And so you have that option of either manually entering those SQL queries or using some sort of a front-end interface to make that easier to do.
00:08:44.030 --> 00:08:49.318
Yeah, and I think, something else that I'd like to add to this conversation, just because things have changed over the last few years.
00:08:49.318 --> 00:08:50.594
So the first thing is that.
00:08:50.594 --> 00:09:16.942
So AMC is Amazon Marketing Cloud, I believe, is what that abbreviation stands for, and it used to be only for people that were using a display network or DSP, which typically you know and again I think this is changing pretty considerably as well where you know DSP used to have to have, you know, I think it was like 20 or $25,000 a month in dedicated ad spend in order to run DSP, and I think that that has come down pretty considerably.
00:09:16.942 --> 00:09:21.841
Where you know you can run DSP now for a few thousand dollars a month.
00:09:22.451 --> 00:09:38.650
That said, just kind of a little bit of a rabbit hole here is that you know, really sponsored products and sponsored brand, sponsored display are still very much you know, I would say, those fundamental block, you know blocking and tackling or building blocks for an Amazon ads account.
00:09:38.650 --> 00:09:49.174
So if you're struggling, you know, with getting sponsored products to work, the chances of you getting, you know, good return on investment from DSP is pretty darn low.
00:09:49.174 --> 00:09:56.298
So I just throw that out there as people that are like oh well, my, you know sponsored product to add a cost is much higher than I wanted to do.
00:09:56.298 --> 00:09:57.120
Let me try DSP.
00:09:57.120 --> 00:10:03.344
You know, I'm sure that there's a unicorn out there that gets a better return on DSP than their sponsored product ads.
00:10:03.344 --> 00:10:12.434
But for the most part most brands are going to be best served by making sure that they have their sponsored products ads squared away first and kind of maximize the opportunity there.
00:10:13.456 --> 00:10:20.501
That's absolutely true because not only if you're not good with sponsored ads, dsp is way more complex than sponsored ads is.
00:10:20.501 --> 00:10:25.501
So if you're not able to dial in your sponsored ads, then DSP is a rough route.
00:10:25.501 --> 00:10:44.129
And, quite frankly, sometimes we've had a little trouble with DSP, you know, partly because we've had some troubles getting our sponsored ads dialed in, but it's also because a lot of the value of DSP is remarketing and you're remarketing to people that you've gained from within sponsored ads.
00:10:44.129 --> 00:10:50.691
And so if your sponsored ads are not profitable on the front end, and then you're remarketing on the back end now you're just spending more money to get you know.
00:10:50.711 --> 00:10:55.322
so it's you really do have to get sponsored ads dialed in before DSP becomes super viable.
00:10:55.322 --> 00:11:00.970
However, like you said, now that AMC is applicable to sponsored ads, you don't have to go the DSP route.
00:11:00.970 --> 00:11:10.085
You can use, you know, sponsored display as kind of a mini DSP if you want, and use AMC to lay around those audiences to better target your ads.
00:11:11.270 --> 00:11:13.940
Yeah, and so a couple other things I would add into this.
00:11:14.190 --> 00:11:26.577
So you know again I just want to reiterate for people that maybe have heard of you know Amazon Marketing Cloud a couple of years ago and think you know DSP and that type of stuff that those two things don't necessarily have to go together anymore.
00:11:26.759 --> 00:11:35.591
Amazon Marketing Cloud, you know, works if, even if you're just you know, running sponsored product ads now, and it can be incredibly helpful in you know just the data that's happening there.
00:11:36.033 --> 00:11:47.120
The other thing is is that you know and I think you touched on a little bit, mike, and I think it's just worth double clicking on which is sponsored display ads now do a number of the things that used to be DSP only.
00:11:47.120 --> 00:12:00.339
So when you start looking at, you know, targeting different audiences, you start looking at retargeting, cross-selling, those types of things like sponsored display ads can now do a lot of those things without having to have a DSP account.
00:12:00.339 --> 00:12:35.476
So you know there's a lot of different ways to approach this, but at the end of the day, I think you bring up a really valuable point here, which is you know we're really familiar with targeting based on keywords, but really from an Amazon standpoint, yes, where the platform isn't as rich in audience or hasn't been in the past, and this is an opportunity really to take advantage of that where other platforms for if you've ever run meta ads before does a fantastic job with audiences and taking some of those same principles and applying it to how you're running Amazon ads.
00:12:36.559 --> 00:12:38.644
Audiences are super, super powerful.
00:12:38.644 --> 00:12:46.581
Like you were saying, john, keywords we've been targeting with keywords on Amazon and Google for a long time, but being able to do both.
00:12:46.581 --> 00:13:14.481
I know that this particular Tactics Tuesday is about geo-ranking and how we're going to implement that, but the amount of things that you can do with audiences on DSP historically, but now sponsored display, and now you can use those same audiences and layer them on top of the keywords that you're already using, I mean it's so, so, ridiculously powerful because, like Mike said, I mean you know, year round we're targeting just everyone, everyone searching for, for anything.
00:13:14.481 --> 00:13:22.955
I know that in Michigan in December, most people aren't searching for pool poles or pool brushes, however, there's ads being served to them.
00:13:22.955 --> 00:13:39.451
So so being able to layer on an audience, either demographic or retargeting or something along those lines, and also in sponsored product there, like my I think Mike touched on this just a little bit you can actually they're expanding how you can target within sponsored products, like now there's a couple of other audiences you can.
00:13:39.371 --> 00:13:45.890
Actually they're expanding how you can target within sponsored products, like now there's a couple of other audiences, like for the for Port ProTuff, there's a B2B you can.
00:13:45.890 --> 00:13:48.375
It's almost like it's a bid adjustment so you can.
00:13:48.375 --> 00:13:55.019
You can raise your bid based on who the audience is and like we've started doing that for the B2B audiences.
00:13:55.019 --> 00:14:00.611
But there's also retargeting on sponsored products with those bid adjustments as well.
00:14:00.611 --> 00:14:06.816
So they're starting to open up all of these really, really super cool ways to target people within sponsored products.
00:14:06.816 --> 00:14:20.058
But with AMC, I mean having allowing other people to access AMC that aren't using DSP now opens that up to the rest of us and that's really what we're playing around with, specifically with the geo-targeting thing.
00:14:20.058 --> 00:14:21.201
But it's super exciting.
00:14:21.201 --> 00:14:31.195
I mean, once we figure out the geo-targeting thing and who that pool professional is and then be able to layer on other audience kind of demographic type stuff on it, that's when things really start to scale.
00:14:32.960 --> 00:14:35.110
Yeah, and I think those modifiers are really important too.
00:14:35.191 --> 00:14:42.635
I mean, I know you know top of search has had a modifier for a long time and you know there's definitely solid.
00:14:42.635 --> 00:14:48.879
Strategies have been used for a long time of, you know, having lower bids and then using that modifier to get as much of that top of search as possible.
00:14:48.879 --> 00:14:58.846
Because if you look at, you know now that Amazon shows us those stats, you just see so much better clicks and conversions on that top of search in a lot of cases.
00:14:58.846 --> 00:15:05.798
Now, obviously that you know a lot of brands have gotten very aggressive as they've seen top of search work really well.
00:15:05.798 --> 00:15:09.278
The nice thing about this is that, hey, you might have some competitors.
00:15:09.278 --> 00:15:25.330
In fact, mike, you probably are a good example If you have a lot of competitors that that B2B market probably isn't their strong suit, and so by being able to add that modifier specifically for B2B, where you know strong suit, and so by being able to add that modifier specifically for B2B, where that's an audience that you can serve significantly better, that gives you a huge advantage?
00:15:25.429 --> 00:15:35.274
Yeah for sure, and one of the things that we noted not too long ago was just how valuable that B2B customer was to us.
00:15:35.274 --> 00:15:44.815
So the average order value for those B2B customers on Amazon is nearly 50% higher than for non B2B customers.
00:15:44.815 --> 00:15:56.538
And then, in addition to that, we were finding that our conversion rates were considerably better for B2B and so, therefore, obviously, click rates, or click costs, you know, are lower.
00:15:56.538 --> 00:16:02.674
So we were able to take and do that modifier so that we can more specifically target those B2B customers.
00:16:02.674 --> 00:16:21.432
And one thing that it's, I think, it's important to recognize is you have an opportunity, through your Amazon advertising to this is a bad word, but I'm going to use it anyways to manipulate your Amazon stats overall.
00:16:21.432 --> 00:16:34.456
Right, and this is you know, the more of your sales that run through ads, the more, the more you can do that because such a high percentage of your sales are running through there, like for ProTuff, unfortunately.
00:16:34.456 --> 00:16:46.284
Obviously you don't want that to be the case, but if it is the case, then your ad strategy can really kind of manipulate your overall numbers for your product in the right direction or the wrong direction if you're not doing it well.
00:16:46.691 --> 00:16:52.419
So, in other words, amazon is taking into account when they're looking at organic ranking and things of that nature.
00:16:52.419 --> 00:16:55.065
You know what is the standard conversion rate of your product.
00:16:55.065 --> 00:16:57.283
What is the standard click-through rate of your product.
00:16:57.283 --> 00:17:00.914
You know for certain keywords your product what is the standard click-through rate of your product for certain keywords?
00:17:00.914 --> 00:17:25.431
So when they're looking at the numbers, if you are very careful with your Amazon PPC and you're targeting properly so that you're targeting the right individuals who are going to give you better conversion rates, better click rates, not only do your ad costs go down, but your overall stats for that product and that ASIN go up and in Amazon's eyes then there's a good chance that organically you will rank better as a result of it.
00:17:25.431 --> 00:17:29.971
So don't underestimate the value of being able to kind of manipulate those numbers with your PPC.
00:17:30.613 --> 00:17:32.037
Queuing Matt or Mike?
00:17:32.037 --> 00:17:33.059
We're going to call that queuing.
00:17:33.059 --> 00:17:33.961
We're queuing.
00:17:39.971 --> 00:17:41.234
I did say it was a bad word.
00:17:41.234 --> 00:17:42.720
I wasn't coming up with a good one though.
00:17:44.151 --> 00:17:45.494
But yeah, I mean, it is a great point.
00:17:45.494 --> 00:17:49.453
As far as you know, especially, I mean, again, we have a magic wand.
00:17:49.453 --> 00:17:57.019
We'd all love to back in the days where, you know, 70% of our sales were organic and 30% of them were ad based.
00:17:57.019 --> 00:18:06.473
And especially, if you know, depending on where you are in your category and what category you're in you, if you know, depending on where you are in your category and what category you're in you know, you know it's one of those things where, unfortunately, that's just not the case anymore.
00:18:06.473 --> 00:18:21.603
But you do bring up a good point as far as, like, how you can take advantage of that and especially, making sure that you're pushing, you know, campaigns that really are focusing on those right keywords if that's what you're trying to rank for and do you have good conversion rates to really give?
00:18:21.603 --> 00:18:26.018
You know Amazon that the queuing data that your product.
00:18:26.651 --> 00:18:28.438
We're signaling Amazon.
00:18:28.920 --> 00:18:35.140
There you go, that you know it has the statistics that they're looking for.
00:18:35.140 --> 00:18:44.050
So I think that's a very valid point looking for.
00:18:44.050 --> 00:18:49.267
So I think that's a very valid point Trying to think of what else would be important, as our audience listens to this, when we think about AMC and geo-targeting.
00:18:50.230 --> 00:18:53.419
Well, a couple of things that I could add would be just as we've walked through.
00:18:53.419 --> 00:19:00.763
This process is getting AMC added to your account is not as easy as a lot of people have made it sound.
00:19:00.763 --> 00:19:04.576
Supposedly, you can contact Amazon directly and make that happen.
00:19:04.576 --> 00:19:29.595
However, if you do expect to wait many, many weeks before it actually gets implemented if it ever gets added to your account at all However, running through a provider of some sort, an agency or whatever something like PackView as a service or something, they can get AMC added to your account and they have much more sway.
00:19:29.595 --> 00:19:48.954
So it will actually happen, and what I did confirm the other day was that once it's added, even if you step away from that agency or from that service, say like PackView or something you maintain AMC access and you can access it directly through your advertising console within Amazon.
00:19:48.954 --> 00:19:56.499
So if you want access to AMC, the fastest way to get it is to go through an agency or a service of some sort and get them to add it.
00:19:57.461 --> 00:20:01.493
I don't recommend signing up for some agency just to get AMC and then leaving the agency.
00:20:01.555 --> 00:20:04.040
That would be really crappy to do to somebody.
00:20:04.320 --> 00:20:17.215
However, I'm just letting you know that's the way to get yourself in the door and if it turned out you didn't want to continue using that agency because they're not really fulfilling your needs, you can step away from them and maintain that AMC access.
00:20:17.696 --> 00:20:33.651
I would also say make sure okay I mentioned earlier that you can use those interfaces to create SQL queries that it will create an audience and you can use pre-built queries based on the audience type that you want to create.
00:20:33.651 --> 00:21:06.497
I would say that you're likely going to want to get to the point where you can create those manual SQL queries yourself in the backend, within your Amazon ads console, and the best way I can suggest to do that is to either utilize one that's already been created or create your own custom GPT that knows how to generate SQL queries for AMC, and then you just go into the custom GPT, you tell it the audience that you're trying to target and it will generate the SQL query that you can just paste into AMC.
00:21:06.497 --> 00:21:13.834
So you don't have to be an SQL expert to do it, you just have to be decent at creating a custom GPT that can do that for you.
00:21:15.398 --> 00:21:16.181
Yeah, and there's probably.
00:21:16.181 --> 00:21:18.694
I bet, if you did enough searching out there, I'm sure there's a GPT.
00:21:18.756 --> 00:21:22.123
I know there's at least one that exists out there, because Matt's the one that pointed it out.
00:21:22.650 --> 00:21:27.515
Monsoor from incrementum actually put it together it's amazing Tip of the hat for him.
00:21:27.630 --> 00:21:29.895
I figured if somebody had it that would probably be him.
00:21:29.895 --> 00:21:32.102
So, all right, fantastic.
00:21:32.142 --> 00:21:51.820
Well, I think, as we wrap up, I think that probably the biggest thing that I would say is get access to AMC.
00:21:51.820 --> 00:22:04.799
Reasonably speaking, it would be silly to not do that, because you're probably going to do some testing with it and you're going to think there's some audiences that are going to be good for you and they're not going to work out.
00:22:04.799 --> 00:22:06.942
They're not going to work out.
00:22:06.942 --> 00:22:14.703
However, if you keep testing, you will find audiences that will improve your performance on your sponsored ads and also DSP, if you're using DSP.
00:22:14.703 --> 00:22:16.887
So get access.
00:22:16.887 --> 00:22:17.911
Whatever the.
00:22:17.911 --> 00:22:19.816
You know whatever you need to do to get access.
00:22:19.816 --> 00:22:22.728
Get access and then test it.
00:22:22.988 --> 00:22:25.051
You know, like really start thinking through.
00:22:25.051 --> 00:22:29.679
You know, use chat, gpt or some other AI to discuss.
00:22:29.679 --> 00:22:36.877
You know, like prompt it to say this is what I have access to, this is what I can do with AMC.
00:22:36.877 --> 00:22:39.068
How should I use it?
00:22:39.068 --> 00:22:40.051
This is my product.
00:22:40.051 --> 00:22:41.997
This is the current avatar that we sell to.
00:22:41.997 --> 00:22:43.406
These are our stats.
00:22:43.406 --> 00:22:51.155
You know what are ways, creative ways that I might be able to use AMC and create new audiences to potentially improve our performance.
00:22:51.155 --> 00:23:10.089
I guarantee you that ChatGPT or some other AI will give you some really good ideas of audiences that you should try and create and test to get better performance, and I'm absolutely certain that at least some of them will be productive for you, and so I would just say move, don't wait, do something with it.
00:23:10.430 --> 00:23:19.672
Okay, yeah, and I would also add just you know again, you know sponsor display has some great capabilities now and whether you know the people that I've seen that are the happiest that I think.
00:23:19.672 --> 00:23:31.446
Spent man, I think we've got to silence some notifications, all right, anyway, I think, as we wrap this up, see, we do this live, as evidenced.
00:23:31.446 --> 00:23:46.675
So, I think, looking at sponsored display and audiences and knowing that, like you, don't have to wait until you have AMC or DSP in order to do that, the other piece of advice that I would give is that what's different about audiences is it's very creative dependent.
00:23:46.675 --> 00:23:55.636
So, you know, be prepared to invest some time in good creatives and testing out creatives and those types of things in order to be successful.
00:23:55.636 --> 00:23:58.289
That said, you know, think about it.
00:23:58.631 --> 00:24:07.887
As you know, an additional tool in your tool belt, and I think we're going to see a lot more of Amazon's advertising going towards, you know, audience targeting.
00:24:07.887 --> 00:24:12.028
That does involve having good creative in order to be successful.
00:24:12.028 --> 00:24:22.527
So if you're starting on that now, I think you're going to be in a good place in the next couple of years as the platform changes and starts leaning into more audiences as opposed to keywords.
00:24:22.527 --> 00:24:28.846
For sure, I agree, all right, and with that, I think that's a great place to wrap for today.
00:24:28.846 --> 00:24:32.134
Thank you everybody for listening and we'll see you on another Tactics Tuesday.
00:00:00.281 --> 00:00:04.272
00:00:04.272 --> 00:00:10.353
00:00:10.353 --> 00:00:15.692
00:00:15.692 --> 00:00:30.027
00:00:30.027 --> 00:00:43.127
00:00:43.808 --> 00:00:44.732
00:00:44.732 --> 00:01:07.462
00:01:07.462 --> 00:01:42.727
00:01:42.727 --> 00:02:02.965
00:02:02.965 --> 00:02:16.731
00:02:16.731 --> 00:02:23.745
00:02:23.884 --> 00:02:30.389
00:02:30.389 --> 00:02:36.227
00:02:36.227 --> 00:02:51.854
00:02:51.854 --> 00:02:54.100
00:02:54.100 --> 00:03:03.627
00:03:03.627 --> 00:03:17.192
00:03:17.192 --> 00:03:19.945
00:03:19.945 --> 00:03:21.991
00:03:21.991 --> 00:03:32.981
00:03:32.981 --> 00:03:38.241
00:03:38.241 --> 00:03:47.192
00:03:47.192 --> 00:04:08.188
00:04:09.000 --> 00:04:13.412
00:04:13.412 --> 00:04:16.550
00:04:16.550 --> 00:04:19.100
00:04:19.100 --> 00:04:25.721
00:04:25.721 --> 00:04:40.629
00:04:40.629 --> 00:04:46.187
00:04:46.187 --> 00:04:53.629
00:04:53.629 --> 00:05:04.911
00:05:04.911 --> 00:05:12.672
00:05:12.672 --> 00:05:19.699
00:05:21.000 --> 00:05:21.500
00:05:21.500 --> 00:05:27.865
00:05:27.865 --> 00:05:32.369
00:05:32.369 --> 00:05:41.074
00:05:41.074 --> 00:05:51.682
00:05:51.702 --> 00:05:59.288
00:05:59.288 --> 00:06:03.764
00:06:03.764 --> 00:06:27.855
00:06:27.855 --> 00:06:34.639
00:06:34.920 --> 00:06:47.987
00:06:47.987 --> 00:07:04.619
00:07:04.619 --> 00:07:11.490
00:07:11.490 --> 00:07:13.055
00:07:13.055 --> 00:07:18.982
00:07:19.483 --> 00:07:24.990
00:07:25.531 --> 00:07:46.019
00:07:46.079 --> 00:07:58.451
00:07:58.451 --> 00:08:06.225
00:08:06.225 --> 00:08:11.391
00:08:11.391 --> 00:08:32.283
00:08:32.283 --> 00:08:42.856
00:08:44.030 --> 00:08:49.318
00:08:49.318 --> 00:08:50.594
00:08:50.594 --> 00:09:16.942
00:09:16.942 --> 00:09:21.841
00:09:22.451 --> 00:09:38.650
00:09:38.650 --> 00:09:49.174
00:09:49.174 --> 00:09:56.298
00:09:56.298 --> 00:09:57.120
00:09:57.120 --> 00:10:03.344
00:10:03.344 --> 00:10:12.434
00:10:13.456 --> 00:10:20.501
00:10:20.501 --> 00:10:25.501
00:10:25.501 --> 00:10:44.129
00:10:44.129 --> 00:10:50.691
00:10:50.711 --> 00:10:55.322
00:10:55.322 --> 00:11:00.970
00:11:00.970 --> 00:11:10.085
00:11:11.270 --> 00:11:13.940
00:11:14.190 --> 00:11:26.577
00:11:26.759 --> 00:11:35.591
00:11:36.033 --> 00:11:47.120
00:11:47.120 --> 00:12:00.339
00:12:00.339 --> 00:12:35.476
00:12:36.559 --> 00:12:38.644
00:12:38.644 --> 00:12:46.581
00:12:46.581 --> 00:13:14.481
00:13:14.481 --> 00:13:22.955
00:13:22.955 --> 00:13:39.451
00:13:39.371 --> 00:13:45.890
00:13:45.890 --> 00:13:48.375
00:13:48.375 --> 00:13:55.019
00:13:55.019 --> 00:14:00.611
00:14:00.611 --> 00:14:06.816
00:14:06.816 --> 00:14:20.058
00:14:20.058 --> 00:14:21.201
00:14:21.201 --> 00:14:31.195
00:14:32.960 --> 00:14:35.110
00:14:35.191 --> 00:14:42.635
00:14:42.635 --> 00:14:48.879
00:14:48.879 --> 00:14:58.846
00:14:58.846 --> 00:15:05.798
00:15:05.798 --> 00:15:09.278
00:15:09.278 --> 00:15:25.330
00:15:25.429 --> 00:15:35.274
00:15:35.274 --> 00:15:44.815
00:15:44.815 --> 00:15:56.538
00:15:56.538 --> 00:16:02.674
00:16:02.674 --> 00:16:21.432
00:16:21.432 --> 00:16:34.456
00:16:34.456 --> 00:16:46.284
00:16:46.691 --> 00:16:52.419
00:16:52.419 --> 00:16:55.065
00:16:55.065 --> 00:16:57.283
00:16:57.283 --> 00:17:00.914
00:17:00.914 --> 00:17:25.431
00:17:25.431 --> 00:17:29.971
00:17:30.613 --> 00:17:32.037
00:17:32.037 --> 00:17:33.059
00:17:33.059 --> 00:17:33.961
00:17:39.971 --> 00:17:41.234
00:17:41.234 --> 00:17:42.720
00:17:44.151 --> 00:17:45.494
00:17:45.494 --> 00:17:49.453
00:17:49.453 --> 00:17:57.019
00:17:57.019 --> 00:18:06.473
00:18:06.473 --> 00:18:21.603
00:18:21.603 --> 00:18:26.018
00:18:26.651 --> 00:18:28.438
00:18:28.920 --> 00:18:35.140
00:18:35.140 --> 00:18:44.050
00:18:44.050 --> 00:18:49.267
00:18:50.230 --> 00:18:53.419
00:18:53.419 --> 00:19:00.763
00:19:00.763 --> 00:19:04.576
00:19:04.576 --> 00:19:29.595
00:19:29.595 --> 00:19:48.954
00:19:48.954 --> 00:19:56.499
00:19:57.461 --> 00:20:01.493
00:20:01.555 --> 00:20:04.040
00:20:04.320 --> 00:20:17.215
00:20:17.696 --> 00:20:33.651
00:20:33.651 --> 00:21:06.497
00:21:06.497 --> 00:21:13.834
00:21:15.398 --> 00:21:16.181
00:21:16.181 --> 00:21:18.694
00:21:18.756 --> 00:21:22.123
00:21:22.650 --> 00:21:27.515
00:21:27.630 --> 00:21:29.895
00:21:29.895 --> 00:21:32.102
00:21:32.142 --> 00:21:51.820
00:21:51.820 --> 00:22:04.799
00:22:04.799 --> 00:22:06.942
00:22:06.942 --> 00:22:14.703
00:22:14.703 --> 00:22:16.887
00:22:16.887 --> 00:22:17.911
00:22:17.911 --> 00:22:19.816
00:22:19.816 --> 00:22:22.728
00:22:22.988 --> 00:22:25.051
00:22:25.051 --> 00:22:29.679
00:22:29.679 --> 00:22:36.877
00:22:36.877 --> 00:22:39.068
00:22:39.068 --> 00:22:40.051
00:22:40.051 --> 00:22:41.997
00:22:41.997 --> 00:22:43.406
00:22:43.406 --> 00:22:51.155
00:22:51.155 --> 00:23:10.089
00:23:10.430 --> 00:23:19.672
00:23:19.672 --> 00:23:31.446
00:23:31.446 --> 00:23:46.675
00:23:46.675 --> 00:23:55.636
00:23:55.636 --> 00:23:58.289
00:23:58.631 --> 00:24:07.887
00:24:07.887 --> 00:24:12.028
00:24:12.028 --> 00:24:22.527
00:24:22.527 --> 00:24:28.846
00:24:28.846 --> 00:24:32.134
