Amazon Sponsored Display Lookback Windows
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Amazon Sponsored Display Lookback Windows
As many of you know Amazon has rolled out the ability to target customers across different time frames.
7 Days, 14 days, 30 days, etc.
Now that Amazon has rolled out the ability to target customers across multiple time frames I started thinking about the implications as an advertiser.
And it made me think of when I was running Facebook ads.
I spent $170,000 of my own money on Facebook ads for my business.
And I learned a ton.
And one thing I learned is that different time frames result in different levels of retargeting and different results.
What do I mean by this?
Launching a campaign targeting people who viewed your product but did not purchase in the last 14 days will most likely perform better than people who have viewed your product but did not purchase in the last 365 days.
Why?
Because people who viewed the product in the last 14 days would be considered a warmer audience than those in the 365 lookback window.
The 365 day audience will most likely forget that they ever viewed your product since the time frame is longer.
So you can hypothesize that targeting customers in the last 14 days will return a better ACoS and ROAS...
And that you will not get as much traffic from this audience since it is smaller.
That being said, targeting customers in the last 365 days will most likely produce a less efficient ACoS or ROAS as compared to a 14 day audience.
But it will most likely be a larger audience so you will get more traffic.