AMC Audience Creation

Author: Robin Jia，Tommy Lin

Last Update：2024/10/16

 

1. Function Introduction

Audience is the most critical component in DSP ads. With different strategies and tactics, there are different needs for audiences, so the need for customized audiences is particularly urgent. Therefore, the Xnurta team has developed a set of visualized AMC Audience Creation functions, simplifying the original complex creation steps and SQL query language, allowing advertisers to focus more on the configuration and selection of audience conditions.

 

2. Usage Conditions

The AMC Audience Creation feature is currently only supported in AMC Instances that include DSP advertising data. To use this feature, please ensure that your AMC Instance has successfully associated with at least one DSP advertiser account. For the specific steps to associate a DSP advertiser, please refer to the authorization section in the basic introduction and authorization management.

 

3. How to Use

The AMC Audience Creation module is mainly divided into two parts: the audience menu and the audience customization configuration and creation page.

 

3.1 Menu

At the top of the audience creation page are some commonly used custom audience templates. Clicking on them will enter the audience customization configuration page and bring in the specific configuration of the selected template audience. If you are not familiar with the function usage, you can first try these recommended audience templates.

Audience Templates	Description
Add to cart audience	Audience who have added to cart most recently within the selected time window but have not made a purchase.
DPV audience	Audience who have generated X DPVs within the selected time window and have not made a purchase.
DSP exposure audience	Audience who have been exposed to certain DSP campaigns X times within the selected time window and have not made a purchase.
Cumulative Purchase Audience	Audience whose cumulative purchase amount/quantity has reached X or above within the selected time window.
Sponsored Ad Click Audience	Audience who have been clicked by certain campaigns of a certain SA ad X times within the selected time window and have not made a purchase.
Brand search audience	Audience who have searched for the brand (any search content containing brand words) within the selected time window and have not made a purchase.
Related search term audience	Audience who have searched for specific content within the selected time window and have not made a purchase.

At the bottom of the page is a list of created audiences. Audiences in the process of being created and failed to be created will also be presented in the audience list. Clicking the button in the upper left corner will directly enter the audience customization configuration page for free configuration.

The status column in the list shows whether the audience creation was successful. If the creation fails, hovering the mouse over the icon will prompt the specific reason for the failure. Successfully created audiences will display the specific audience size.

There are many specific reasons for audience failure, but the most common reason is that the defined audience size is too large or too small. In this case, you need to reconfigure the settings of the custom audience, expand or narrow the range, and try again.

Two operations are allowed for the creation in the list: copy and delete. After clicking delete, the record of the audience will be deleted from the list, but the audience itself that has been pushed to the DSP/SA Console will not be deleted. After clicking copy, it will enter the audience customization configuration page and bring in the specific configuration of the selected copied audience. This function can also be used to retry after audience creation fails.

After successful audience creation, it takes 24 to 48 hours for audiences to appear in the DSP/SA ads console.

Click the Instance name in the upper right corner of the page to enter the Instance management page. See the Instance Management section for details.

Click the small arrow on the right to switch the current Instance. The list of created audiences below will also switch to the corresponding Instance.

 

3.2 Custom Audience

After clicking the template audience card or the create audience button, you can enter the details page for configuring custom audiences.

The custom audience details page consists of the audience basic attribute menu at the top and the custom audience configuration at the bottom.

On this page, clicking the save button will return to the menu interface, and the customized audience will appear in the list at the bottom.

In the audience basic attribute menu at the top, you can customize the audience name, select the specific DSP advertiser to push the created audience to, the automatic update method of the audience, etc.

The automatic update of the audience is related to the selected time range.

• If you choose to turn off automatic updates, the created audience will be fixed and unchanged, capturing the audience once within the selected time range according to the rules at the time of creation.
• If you choose to turn on automatic updates, the created audience will be automatically updated at the user-defined update frequency (daily/weekly/biweekly) and will recapture the audience within different time ranges according to the rules at the time of creation. The update rule for the time range is to recapture the audience within the corresponding time range at the same interval based on the interval between the selected time range at the time of creation and the date of creation.

Example: A user creates an audience with any rules and a time range of 2024-01-01 to 2024-01-07 on 2024-01-10, with an update frequency of daily. Then on 2024-01-11, the system will automatically recapture the audience according to the same rules within 2024-01-02 to 2024-01-08 and update it into the created audience.

The audience type allows for the creation of rule-based and lookalike audiences. If you choose a rule-based audience, the system will pull users based on the set conditions to create the audience directly.

If you choose a lookalike audience, the system will match similar users based on the users pulled according to the set conditions and create the audience. You can select from five different levels of similarity to create the audience.

Proximity Level: Lookalike audience levels generated based on Amazon’s algorithm are divided into five levels, each containing all the audiences from the more similar level.

• Most Similar: The audience size will range between 300K and 1M depending on relevance and audience geography.
• Similar: The audience size will range between 450K and 3M depending on relevance and audience geography and will include users from the "Most Similar" level.
• Balanced: The audience size will range between 600K and 6M depending on relevance and audience geography and will include users from the "Similar" level.
• Broad: The audience size will range between 750K and 8M depending on relevance and audience geography and will include users from the "Balanced" level.
• Most Broad: The audience size will range between 900K and 10M depending on relevance and audience geography and will include users from the "Broad" level.

Below is the specific rule setting page for the audience. AMC custom audiences can be completed by configuring the combination of audience condition groups with different behaviors or characteristics according to the relationship of (intersection, union, exclusion). Users who meet these condition group configurations and association relationships will be captured to create custom audiences.

The audience condition group is the smallest granularity unit of the AMC custom audience. The user behaviors or characteristics it includes can be customized, and the number of these behaviors or the specific content of the characteristics can be defined.

• There are two types of behavior count filtering: [range] and [total].
• When selecting total, you can select symbols such as greater than, less than, equal to, greater than or equal to, less than or equal to, etc., and fill in the value.
• When selecting range, you can fill in the maximum and minimum values.

The following are the four categories of audience combinations we have divided based on user behavior.

 

3.2.1 Audience with Impressions

Audience with Impressions are users who have been exposed to a certain type of ad in the past period of time. The core parameter is impression. The following table shows the configurable parameters under different conditions.

Ad Type	Filtering	Criteria
DSP	Impression(mandatory, select one)	Value
	Viewable Impression(mandatory, select one)	Value
	Advertiser(optional)	Advertisers in the instance
	Orders(optional)	Orders under the advertiser in the instance
SA	Impressions(mandatory)	Value
	Entity(optional)	Entities in the instance（multiple selections）
	Ad Type(optional)	SP, SB, SD （multiple selections）
	Campaigns(optional)	Campaigns under the entities in the instance（multiple selections）

 

3.2.2 Audience with Clicks

Audience with Clicks are users who have clicked on a certain type of ad in the past period of time. The core parameter is click. The following table shows the configurable parameters under different conditions.

Ad Type	Filtering	Criteria
DSP	Clicks(mandatory, select one)	Value
	Advertiser(optional)	Advertisers in the instance
	Orders(optional)	Orders under the advertiser in the instance
SA	Clicks(mandatory)	Value
	Entity(optional)	Entities in the instance（multiple selections）
	Ad Type(optional)	SP, SB, SD （multiple selections）
	Campaigns(optional)	Campaigns under the entities in the instance（multiple selections）

 

3.2.3 Audience with Conversion Event

Audience with Conversion Event are users who have performed a certain conversion behavior in the past period of time. The core parameter is conversion event, and the measurement metrics are different for different conversion events.

Currently, the system provides three types of conversion users to choose from.

• Audience with Conversion Event
• Audience with Conversion Event (Non Ad Exposed Audience Included)
• Audience with Conversion Event (Non Ad Exposed Audience only)

Amazon shopping insight can be purchased in AMC Instance. See the Instance Management section for details.

The following table shows the configurable parameters under different conditions.

Conversion Type	Configuration	Flitering	Criteria
Non-Purchase Conversions	Conversion Event:(mandatory, select one)	DetailPageView	Value
		ShoppingCart	Value
		CustomerReview	Value
		WishList	Value
		BabyRegistry	Value
		WeddingRegistry	Value
		Subscribe&Save	Value
	ASIN	tracked_item*（multiple selections）	ASIN
Purchase Conversions	Conversion Event:(mandatory, select one)	orders	Value
		total_product_sales	Value
		total_units_sold	Value
	ASIN	tracked_item*（multiple selections）	ASIN
Search	Conversion Event:(mandatory, select one)	brand_search	Text
		search_term	Text