Using Amazon 1st Party Data to Drive Lower Funnel Conversions for Automotive Company

The Challenge

An automotive company was looking to attract a niche audience who are looking for a new or used vehicle and have visited an automotive dealership within the previous few months. The client was interested in testing a ten-month flight with the goal of acquiring website visits and overall upper and middle funnel conversions from this audience.

PAIN POINTS

Reaching a niche audience

Low conversion rates

The Approach

Amazon was able to utilize their first party and third party partner data to target those audiences looking for a new or used vehicle via bucketing users into In-Market and Lifestyle Audiences based off of historical Automotive Purchases and search behaviors. The client found their niche audience while also utilizing conversion driving tactics such as display, streaming television, and online video to help drive toward their key performance indicator.

The Results

Based off of client success and Amazon's ability to drive their desired conversions, this client decided to book proceeding flight dates with another increased budget.

16,951

Homepage visits

6,148

Marketing Landing Page Clicks

Success Pages

16,951

Total Upper Funnel Conversions

6,211

Total Middle Funnel Conversions