AMC Audiences + Sponsored Products bid multiplier increase Subscribe & Save rates

The challenge: Improving the relevance of Sponsored Product ads to increase SnS rates using AMC Audiences

SnS rates are the most cost-efficient consumers that ad spend can buy. Once shoppers are signed up for SnS, they become consistent and reliable conversions month over month with predictable long-term value. Once a shopper signs up for SnS, brands can pivot media investments to other high-intent shoppers.

With early access to Amazon's AMC audience bid-boosting feature for Sponsored Products, the Flywheel team saw an opportunity to test its potential for one of our clients. The goal was to make our Sponsored Product ads more relevant to shoppers who were more likely to "subscribe and save."  

Our hypothesis was boosting bids for SP ads targeting custom audiences like “SnS Purchasers” and “SnS Willingness Lookalikes” that had already been exposed to DSP ads from the brand would lead to an increase in SnS rates. And we were right.  

This beta opportunity also allowed us to test and identify the optimal bid multiplier – finding the balance between what bids were too high or too low.  

The solution: Applying a SP bid multiplier to custom AMC Audiences of SnS-specific shoppers

We created three custom audiences to increase SnS subscription rates for the brand.

The first custom AMC audience was “SnS Purchasers,” shoppers who had signed up for SnS in any capacity within a certain period. These shoppers are highly likely to add more SnS products to their baskets.

The second custom AMC audience that we tapped into was “SnS Willingness Lookalike.” This audience had indicated a willingness to sign up for SnS. While these shoppers had not signed up for SnS in the given period, they had displayed behaviors that demonstrate that they are open to an SnS subscription.

The last custom AMC Audience we utilized were shoppers who had already viewed an ADSP ad from the brand. Because these shoppers had already been exposed to the brand and product, our hypothesis was that they were closer to conversion than those who would need to be made aware of the brand.

With these strategically built audiences, we set up SP bid multipliers so that shoppers across these campaigns would be served an SP ad from this brand when searching relevant terms.

We tested boosting the bid by 50% but found that it negatively impacted ROAS. This indicated that the optimal boost is lower than 50%, and we refined our approach accordingly.

The results: Shoppers targeted in this campaign were 50% more likely to sign up for SnS, and click-through and conversion rates also improved

At the end of this study, we found that shoppers targeted across these campaigns were 50% more likely to sign up for SnS than the control group of shoppers who fell outside of the parameters we set. We additionally saw small improvements to click-through rate and conversion rate, but the most exciting part was seeing the value of a hyper-specific AMC audience come to life via a SP bid multiplier for the brand.

With AMC Audiences now widely accessible, we cannot wait to explore the full potential of this powerful tool. By leveraging custom audience insights, we can help businesses unlock new opportunities, refine strategies, and achieve their unique goals.

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