Nectar Uses Amazon Audience Segments to Optimize Search Bidding Strategies
· 2h ago · Originally reported by PPC Land
Nectar has indexed over 6,700 Amazon audience segments to refine how search ad bids are set for Sponsored Products and Sponsored Brands. Their approach targets repeat buyers with higher bids while reducing spend on one-time shoppers, and they are testing the impact of significant CPC reductions.
Why it matters
This matters because it shows how granular audience data can be used to improve ad efficiency and ROI on retail media platforms like Amazon, a growing focus for advertisers.
Explain it like I’m new here
It's like raising your offer to loyal customers and saving money on people who only shop once, using detailed shopper lists.
Terms in this story
Audience segment
An audience segment is a group of people or devices defined by shared characteristics, such as demographics, interests, purchase behaviour or intent, used to target or measure advertising.
Sponsored products
Sponsored products are ads that promote specific products within a retailer's or marketplace's search results and product pages, looking like regular listings but labelled as sponsored.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
CPC (cost per click)
CPC (cost per click) is a pricing model where the advertiser pays only when someone clicks the ad, and also the average amount paid per click.
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