Ads planner

Media and ads planning acts as a map for how to effectively reach and engage audiences across ad products and formats.

Media planning

With Amazon's media planning tools, you can create the optimal mix of audiences, channels, and ad formats across Amazon Ads to achieve objectives. This approach helps you identify opportunities, understand how to reach customers, and strategize for growth.

Ads planner

Ads planner is a comprehensive, objective-based planning solution that leverages Amazon's insights and algorithms to help you make informed decisions. You can create plans for a single format, multiple formats, or across the full funnel. This tool provides features such as audience attributes, deduplicated reach estimates, and budget allocation recommendations. Ads planner empowers advertisers to explore ways to achieve their goals and understand optimal investments across products before investing their ad dollars.

Ads Planner delivers insights that drive more effective media planning. The tool provides the size of your potential customer opportunity at each stage of the audience's conversion journey for your brand's products. The size of the opportunity at each stage can help you understand if your chosen target is the right size to achieve your marketing and business objectives.

Ads planner also allows you to leverage audience signals to discover, refine, and build tailored audiences. The demographic and behavioral attributes help you understand the persona of the audience and gives you insight into how you might want to tailor your content and creative assets to better resonate with the audience. This information can also give you hints as to where you can expand your audience definition to reach more customers.

Ads planner creates a bridge between marketing tactic and customer action. This allows you to work backwards from your campaign goals, by creating a mix of audiences, ad products, and ad formats. After adding your plan details, you’ll be able to:

1. View the size of the Audience Opportunity at each stage of the conversion journey - awareness, consideration, purchase, loyalty based on Amazon 1P, 3P and/or custom audiences.
2. View Audience Insights to get a better understanding of the demographic, shopping and viewing behaviors of an audience to optimize your targeting and creative strategies.
3. Forecast the audience Reach across ad products and formats both on- and off-Amazon, and plan budgets that maximize your Reach against your desired audiences.

Streamline your decision-making process by utilizing ads planner’s recommendations for products, categories, and ad products based on your KPIs. By leveraging the data-driven recommendations from ads planner, you can make more informed decisions that are aligned closely with your objectives. Additionally, ads planner helps you optimally allocate your budget across ad products. When using this allocation method, you can find the optimal allocation across multiple ad formats to maximize performance.

Ads planner is currently available in US, CA, MX, BR, UK, DE, FR, IT, ES, NL, SE, TR, AU, JP, IN, KSA, and UAE.

Define the right audience for your brand

With ads planner, you can explore opportunities for potential customers by defining the desired shopping intent and behavioral attributes (ADSP only). Shopping intent is captured through the selection of the Amazon retail products you wish to promote (ASINs) or Amazon retail product categories. For ADSP advertisers, you can explore a large number of lifestyle, in-market, or custom segments.

Audience types to consider include:

• Conversion and Loyalty.
• Consideration.
• Awareness.

Conversion and Loyalty: Start by identifying the set of products you wish to promote. These are the products you wish to sell, drive traffic to, and increase conversions on. For the selected products, ads planner will tell you the estimated number of people who have either purchased those products or viewed the detail page.

These audiences help you understand the opportunity for conversion and/or loyalty marketing objectives. These are the audiences that are already aware of your brand because they have either researched or purchased your products.

Consideration: Customers in the consideration phase have been searching for products similar to yours, but haven’t explicitly searched for your brand’s products. They’re shopping in your aisle, but haven’t yet considered placing your products into their cart.

This audience helps you understand the opportunity for creating new-to-brand customers with marketing investments to drive brand consideration. Typically, you’d select the appropriate Amazon retail category for where you want your products to be listed, but based on the products you wish to promote, ads planner will offer suggestions for the product categories that most closely align. You can also search for, and add additional categories that you find to be most relevant.

Awareness: These are the customers who aren’t yet aware of your products and haven’t shopped in your product category/aisle.

People in the awareness audience:

• Match your ideal customer’s lifestyle, but aren’t part of your purchase or consideration audiences.
• Help you understand the opportunity for growing interest in your brand and product categories by marketing to build brand awareness.

Understand the Media Plan output

The insights in a media plan help you to understand the size of your potential customer opportunity, where those consumers are in the purchase journey for your brand, which ad products and formats are effective at reaching them, and the potential results of your budget allocation.

Learn how to build a media plan with ads planner.