Advanced segmentation at Amazon DSP: How to get to your ideal audience

If you have ever wondered how some brands seem to know exactly what customers need, this article will give you answers, because we talk about advanced segmentation at Amazon DSP (Demand-Side Platform).

Advanced segmentation is a powerful tool that allows you to connect with the right people at the right time, and this can radically transform the performance of an advertising campaign.

Types of segmentation at Amazon DSP

Amazon DSP allows you to create custom audience segments based on different dimensions. This includes:

Interests

Think about this: a person is searching for a new bicycle and has been sailing through several sites, reading reviews and comparing models. Interest segmentation is based on that: it allows brands to reach people who have already shown interest in specific categories . It is as if advertising spoke that person's language.

Demography

Demographic segmentation is a bit more technical, but no less important. It is about using data such as age, gender, income and location . For example, a brand of beauty products might want to address young women in urban areas. Using this information allows you to create ads that really resonate with your target audience. Therefore, in this case, it is as if the advertising adapts to the person and their needs.

Life events

Segmentation for life events is another interesting approach. It refers to significant moments in people's lives, such as marriage, a move or the arrival of a baby . For example, if there is a furniture store that launches a campaign aimed at people who have just moved, they can offer discounts on specific products. In this way, the ads are more relevant and timely.

How to choose the appropriate type of segmentation for each campaign?

Choosing adequate segmentation may seem complicated, therefore, here are some practical tips to do it well:

• Define your goals: First of all, ask what you want to achieve. If your goal is simply to increase the visibility of your brand, interest segmentation could be ideal. However, if you are looking for conversions, then you may have to focus on demography or life events.
• Know your audience: investigate who your ideal consumers are, what they like, what motivates them. This will help you decide what kind of segmentation to use.
• Learn from the past: take a look at the campaigns you have done previously. What worked well? No? This can offer you valuable lessons for future decisions.

Examples of effective segmentation

Let's look at some examples that show how to make effective segmentation:

In-Market

In-Market segmentation is like being on the prowl at the right time. It is a powerful type of segmentation because users are already in the purchase consideration phase. If someone is looking for a new car, a car brand can go to that person with specific ads about models that interest him.

Life events

Consider a clothing store that knows that many people are going through important changes in their lives. They could direct ads to those who are moving, offering discounts on adequate clothing for new occasions. When doing this, they increase the relevance of their ads.

Specific interests

Suppose you have a healthy food brand. You could go to people interested in specific diets, such as Vegan or La Paleo. By customizing your ads according to these interests, you make your message more attractive and relevant to them.

Practical uses to improve targeting at different stages of the funnel

Advanced segmentation not only applies at a single moment; It can be used in different phases of the sales funnel:

• Consciousness: In the upper part of the funnel, use interest segmentation to attract the attention of new audiences. Use creative ads that highlight what you offer and capture the interest of potential customers.
• Consideration: In the middle stage, demographic segmentation can help you reach those who fit your ideal customer profile. Here, you can present products that really interest them.
• Conversion: At the bottom of the funnel, it is time to be more direct. Use the “MMARKET” segmentation and life events to address people ready to make a purchase. Here it can be very effective to offer special promotions.

Tips for optimizing campaigns through advanced segmentation

With these tips you can maximize your campaigns:

• Perform A/B tests: Experiment, test different types of segmentation and designs in your ads to see what works best. This will give you clear information about what your audience prefers.
• Monitor and adjust: Use analysis tools to follow the performance of your campaigns. If something is not working, you have to make the settings.
• Combine data: do not limit yourself to a single type of segmentation. By combining first, second and third data, you can create more complete audience profiles.
• Exclusion of audiences: excludes those who are not relevant to your campaign. If you are promoting luxury products, it makes no sense to show ads to those who look for cheaper options. The exclusion optimizes your budget and improves performance, but we already give you more details about this in the next section.

Importance of the exclusion of audiences

The exclusion of audiences is about identifying and avoiding ads to those who are not interested in what you offer . As we comment before, if you are promoting high -end items, exclude those looking for offers can help you save money and make your ads more effective.

Also, it improves the user experience and, by showing ads only to those who have a greater probability of conversion, increase click rates and, therefore, the return on investment.

As you could see, advanced segmentation on Amazon DSP is an incredible tool that allows brands to connect with their ideal audience effectively. By taking advantage of the different segmentation options, you can create personalized campaigns that catch consumers.