One of the key features of Amazon Advertising is the ability to track the path to conversion by device using the Amazon Marketing Cloud DSP. In this blog post, we will explore the benefits of understanding the path to conversion by device for Amazon advertising brands and provide some use cases to help you get started.
Benefits of Understanding the Path to Conversion by Device for Amazon Advertising Brands:
- Improve ad targeting: By understanding how customers use different devices in their journey to conversion, Amazon advertising brands can optimize their ad targeting for maximum impact. For example, if customers are more likely to complete a purchase on a mobile device, brands can adjust their ad targeting accordingly to increase conversions.
- Increase sales: By optimizing ad spend for the devices that are most likely to drive sales, Amazon advertising brands can increase their return on investment (ROI) and generate more sales for their business.
- Enhance customer experience: By understanding how customers interact with ads on different devices, Amazon advertising brands can create a more seamless user experience. For example, by creating ads that are optimized for mobile devices, brands can ensure that their ads load quickly and are easy to navigate, improving the overall customer experience.
Understanding the path to conversion by device is essential for any Amazon advertising brand that wants to succeed in the competitive world of e-commerce. By analyzing data on which devices customers use to interact with their brand, Amazon advertising brands can optimize their ad targeting, increase sales, and enhance the customer experience. Whether brands are selling products, promoting video ads, or using Sponsored Brands to boost their visibility, the Amazon Marketing Cloud DSP can help them achieve their marketing goals and succeed on Amazon.
Purpose of the report
This report lets you discover how users move between devices as they engage with your ads and progress towards conversion. We can acquire insights that help optimize your device-specific experience and ad strategy to match the engagement activity you expect users to take on that device at a certain steps in the conversion process.
The data provides which devices are the customers most likely to convert with before purchasing and what device paths had the highest occurrence among purchasers. This example demonstrates that phones alone are the most commonly used device to convert and allocating more budget toward phone would be recommended. However, PC followed by phone is an untapped path with a much higher conversion rate, nearly 4 times more. Additional budget to improve the reach could be very beneficial.
In order to increase brand engagement, reach your audiences where they research and discover new products, customize messages and creatives per device to increase engagement. Campaigns need to be maximized per device rather than a cross-device campaign.