Not all audiences perform the same—and we shouldn’t treat them the same

For a long time, we’ve been optimizing campaigns based on ACOS. That approach made sense with the data we had.

But with Amazon Marketing Cloud (AMC), we’re starting to see a new layer of optimization that wasn’t possible before: audience-level

Just like how we’ve learned that different placements have different performance—and should be bid on accordingly—the same applies to audiences, maybe even more so.

Here’s one example:

👉 We built an audience of people who viewed our product detail page more than twice but haven’t purchased in the last 90 days.

Their CPC was 38% higher, but the ACOS stayed the same. Why? Because these shoppers are closer to buying.

If we had only optimized for lower CPCs at the campaign level, we might have missed them.

This shows the power of layering audience insights on top of your regular campaign strategy.

What types of audiences do you think are closest to converting?