Lore

Sponsored Display Audience Types (In-Market vs. Interest & Lifestyle)

Sponsored Display's third targeting branch (alongside contextual and remarketing — see Sponsored Display Targeting Taxonomy (Contextual, Remarketing, Audiences)) is audiences, split into two distinct types:

• In-market audiences — dynamic segments built automatically from shoppers' actual purchase and shopping activity (not stated interests). Membership updates continuously as shopping behavior changes.
• Interest & lifestyle audiences — static, interest-based segments (e.g., 'grain-free dog food Shoppers,' 'luxury Shoppers') found by browsing Amazon's audience categories such as 'Shopping Behavior.' Many suggested segments are irrelevant noise; the tactic is to browse and cherry-pick only genuinely relevant ones.

Rawlings frames audiences as an expansion tactic, not a starting point: only add in-market or interest/lifestyle targeting once contextual targeting and remarketing campaigns are already performing well. Each audience type should live in its own separate campaign rather than being mixed together, keeping performance attributable to a single targeting logic.

Из тем: PPC Optimization, Analytics & Advanced Targeting