Noah Wickham

And our awareness needs to be for new customers within the funnel so that we can get more in there.

Now, the secondary aspect, and we'll head back on over to our brand metrics here real quick, that we can look at with our overall funnel performance is that we're up really, really high within our consideration, but only up minorly within our purchases, right?

So when we're looking at this and we're looking at the different types of purchases during this time, so we're looking at 193 shoppers.

comparatively to 1500.

So, you know, 10% conversion rate, a little bit more than that, about a 14% conversion rate during this period of time.

So maybe we want to try and increase our conversion a little bit more.

And again, we can come back over into our Amazon Marketing Cloud

and we can go back to our use cases.

And so if we're looking at audiences and we're trying to increase our overall conversions from the consideration.

So how many purchases do we want, right?

Couple of things we can look at here.

So let's look up frequent here.

So here's a couple of different ones that are going to be really, really good for you when you're looking at consideration to actual purchase, because your goal is to get them out of that middle funnel of consideration and finally get them to purchase.

So you want to just keep hitting them, keep top of mind with those customers.

So very first one you'll see here, audience frequently exposed to your campaigns.

This is going to be your negative targeting.

So this is going to be specifically the people that are already looking at your campaigns a ton who are in that quote unquote consideration phase, but aren't going to be trying to purchase.

This is what you would look at to negative target while simultaneously, we look at audience of frequent purchasers not enrolled in subscribe and save.

Again, we're trying to get these people to be purchasing from us and utilizing subscribe and save at the same time.

This works really well, again, for CPG.