Unlocking High Value Audiences with AMC to Increase ROAS

Lacking visibility on key metrics is a common cause for performance paralysis. Knowing who your customer is should be at the heart of your strategy, and missing this information means letting key targeting opportunities pass by your business.  

When a client of ours presented this very issue to us, we knew action was needed. Fast. 

Taking a 3-stage approach unlocked progress previously hidden behind the wall of AMC. Breaking this down was essential for optimising performance beyond its previous limits.  

So what did we do? 

Stage 1: Identifying the Problem 

The metrics showed a stagnant ROAS, with no clear path for further optimisation. Behind this sat a strategy of undifferentiated bids spreading cost too thinly amongst low-converting shoppers. At the core, a total lack of visibility on audience and shopper demographics meant that strategy could not be fully fleshed out to hit KPIs. The answer to all these problems was clear. 

Stage 2: Leveraging AMC Insights 

Using AMC, Amazon’s data clean room of pseudonymized Amazon signals, we were able to build bespoke queries that analysed ROAS, CTR, AOV, LTV and repeat purchase behaviour.  

These queries unveiled the missing piece of the puzzle, correlating higher-income audiences with superior performance across every KPI.  

Equipped with this information, our team implemented a tiered bidding strategy which assigned progressive multipliers by income tier to prioritise these premium audiences. 

Stage 3: Ongoing Monitoring 

Ads were now delivered to the most high-intent customers, uplifting performance across all key metrics including: 

• +20% increase in ROAS 

• +8% increase in AOV 

• +50% increase in CTR 

• +64% increase in Average Daily Branded Searches 

  
  

The results confirmed that the newly optimised audiences were more relevant, more invested, and more loyal to the brand. Immediate conversions were up, and so was the likelihood of repeat purchase creating a long-lasting impact on the brand. 

Ongoing monitoring of performance means we can ensure rapid iteration of the tiered bidding model, allowing progress to continue and performance to continue uplifting. 

What did we learn? 

Taking a lack of visibility, and using AMC to turn this into a clear picture of the target audience turns stagnation into success.  

At Unicorn Orange, data is at the heart of what we do. We’re equipped to help you uncover the insights AMC is holding, and turn this into performance you can be proud of.