Why SD Campaigns Need a New Approach

SD campaigns are evolving. If you are still evaluating and optimizing them using traditional metrics like ACOS or ROAS, it is time to adapt to the current landscape and the new generation of campaign data.

In recent SD campaign reports, several advanced metrics that were previously available only through APIs are now accessible in standard reports. These include Effective Cost per Add to Cart (eCPATC), Effective Cost per New-to-Brand Detail Page View, Branded Searches View-Through Conversions, Branded Searches Click-Through Conversions, Branded Searches Rate, and Effective Cost per Branded Search.

Also, AMC provides access to a wide range of custom audience targeting options, allowing for more refined and strategic campaign segmentation.

Before launching new SD campaigns, it is important to understand the customer journey and structure campaigns around three core funnel stages to drive performance and make full use of the available targeting options.

Upper Funnel (Awareness)

Run VCPM-based campaigns targeting broad in-market or lifestyle audiences to maximize reach.
Optimize for higher branded search uplift and new-to-brand page views to measure interest.
Test static and video creatives that emphasize category leadership, problem-solution messaging, or unique selling points.

Mid Funnel (Consideration)

Monitor Add-to-Cart Rate and aim for a lower eCPATC as signs of high engagement.
Target audiences who visited product pages but did not add items to cart within the past 7 to 14 days.
Use persuasive creatives that highlight bundles, discounts, or social proof such as customer reviews or testimonials.

Bottom Funnel (Conversion)

Use CPC-based retargeting to reach cart abandoners or users who repeatedly viewed products in the last 3 to 7 days. Also consider leveraging AMC custom audiences.
Focus on campaigns with high Add-to-Cart counts and strong click-through rates.
Prioritize creatives and headlines that convey urgency and prompt immediate action.