A deep dive into Amazon Advertising:
October 04 2023
In procuring customers, views remarketing campaigns are a valuable tool to ensure that your products are front of mind during the customer consideration phase. However, they can also be high-spending campaigns if set up inefficiently.
With differing look-back windows, custom creatives, headlines, and bidding strategies to consider, the Sponsored Display campaigns are one of the more complex offerings within the Amazon Sponsored Ads portfolio.
It can be tricky to get the best performance out of views remarketing campaigns if you do not know how to effectively set them up and how to effectively optimise them towards your goals. However, we have taken the time to test views remarketing campaigns to find out how best to set them up to support your advertising goals.
What are Views Remarketing Campaigns?
The Views remarketing, targeting feature is available as Sponsored Display Ads and targets Amazon shoppers who have viewed a product page at differing look-back intervals up to the last 90 days. When set up correctly, this campaign type helps to recapture consumer interest in a product by retargeting them and ensuring the product stays front of mind through the consideration window.
These campaigns can either be set up to optimise for reach, page visits or conversions,
We hypothesised that due to the increased consideration period against higher value items, running retargeting campaigns would keep these products front of mind for customers and ultimately help aid in converting to a sale.
Using Amazon ads lead data insights on category consideration to purchase windows we created tests across 4 key products.
Products were selected due to their differing price points to provide a wider idea of performance, rather than creating results which are category-specific and not more generalised to wider categories.
We set bid intervals to differing costs based on our hypothesis.
· The 7-day lookback had the highest bid, due to it having the highest chance of conversion.
· The 14-day lookback had the second highest bid, as we hypothesise that the chance of conversion has decreased with time.
· The 30-day lookback had the lowest bid, as by this point there is the lowest chance of customer conversion.
We added a headline and logo to the Sponsored Display ads and only remarketed the ads to product views.
In total, we ran the test for 10 weeks to ensure statistical reliability.
The 7-day lookback period provided the highest conversion rate, of 8%, with a high ROAS, and click-through rate of 0.10%.
The 14-day lookback period had a conversion rate of 3%, with a lower ROAS than the other 7-day and 30-day windows, and a CTR of 0.19%.
The 30-day lookback period had a conversion rate of 3%, with a high ROAS, and a click-through rate of 0.34%.
Analysis and Conclusion
These results confirm our hypothesis, as the 7-day lookback period had the highest conversion rate of 8%. Thereby confirming that in categories with a longer consideration window, it is vital to remarket to customers who have viewed the products to help convert.
The 14-day lookback period performed the weakest in terms of ROAS and conversion. Evidencing that, as per our hypothesis purchase intent has lessened over the 2 weeks.
The 30-day lookback period unexpectedly provides interesting results. We hypothesised that as this window has the largest interval from the customer first viewing the product detail page it would have the lowest chance of customer conversion. However, instead, we did see that it only had a 3% conversion, however, we also saw it had the highest ROAS of all, along with the highest CTR at 0.39%.
Therefore, by the 30-day mark, there is still significant consideration and purchasing intent for the products, as we also saw the highest sales come from the 30-day lookback. Whilst this is due to the 30 days targeting the largest pool of individuals, it remains evident that there is significant customer consideration and revenue to be gained from retargeting at this interval.
Overall this suggests that to capture conversions, the best option is to target the 7-day lookback window, however if your goals range across the marketing funnel, the 30-day lookback period could be an excellent option, as it can influence each section of the advertising funnel, due to it reaching the largest pool of potential customers while generating the highest CTR, showing both awareness and consideration, while also providing the highest ROAS, showing strong conversions.