Practice makes perfect: Sharing examples of Amazon advertising brand metrics

To talk about the impact of advertising promotion on short-term sales, it is easy to see the conversion rate directly. However, it seems that it is always difficult to know whether the efforts spent on brand building have achieved results. Can we just follow our feelings? For consumers at different stages of cognition and purchase intention, how much "value" can each action bring to you?

Recently, Amazon Advertising launched a new “ Brand Metrics” feature . In addition to measuring the impact of advertising on short-term sales, it can also measure the effectiveness of consumer marketing at the top level (awareness stage) and middle level (purchase intention stage) of the basin , and quantify the “value” brought by the interaction between consumers and brands at each stage.

If you want to know the specific indicators and usage of brand indicators, you can click [here] to see more.

During the peak season, we can use brand indicators to grasp the four dimensions of customer purchase awareness and achieve different results by combining different product combinations and promotion methods according to different stages . Let’s take the awareness and purchase intention stages as an example to see how to use “brand indicators” in practice.

At this stage, Amazon customers recognize your brand, which can cultivate users' brand awareness of your products. Although no actual monetary conversion is generated, brand value has been created.

For example:

The customer quantity data of "limit search brand only" in the brand indicator of seller A is as follows:

It can be seen that the number of customers of seller A is slightly higher than the category median, but significantly lower than the best performing peers. At this time, we can consider using a combination of promotion methods to achieve better results.

Understanding Amazon customers who showed intent to buy your brand’s products but didn’t purchase them can be a big help in sales.

Compared to the top categories (best in category), this segment has a lot of room for growth and can run Sponsored Brands video ads to increase brand visibility and highlight its best-selling products in the Brand Flagship Store (for example, on the homepage) to increase awareness.

In addition to consumers who are at the stage of awareness and purchase intention, we can also attract audiences who have browsed in the past but did not purchase outside the site.

Finally, to summarize, when using brand indicators, you can use them with different advertising products. Use brand indicators to understand the various stages of the marketing basin and determine the audience size , as well as evaluate the brand's performance relative to its peers at each stage; use different advertising products and adopt a full-basin strategy to expand the size of each audience segment. This will help you better quantify the value of consumer interaction, and through data insights, further optimize and adjust to achieve better results.

There is still one week left in the countdown to the peak season. If you want to take advantage of this final sprint to the peak season to be better prepared and win more sales during the peak season, you can scan the QR code on the poster below and follow "Amazon Advertising" to get more ways to use brand indicators and more "exclusive" preparation tips.