Custom AMC Audiences to Improve ROAS and CVR

Amazon

AMC

Snapshot

+106%

ROAS Increase

+87%

CVR Increase

+248%

Click-Through Rate

Problem

Maintaining visibility and efficiency in a competitive category

Bird Buddy operates in the highly competitive bird-feeder category, where top-of-search placements often cost upwards of $10–$15 per click. Following the Q4 shopping surge, the brand saw natural declines in traffic and ROAS on category terms. The challenge was sustaining visibility without overspending — maintaining strong performance while refining efficiency in a crowded aisle.

Solution

Leveraging AMC data to target higher-intent shoppers

To improve efficiency on category keywords, BTR Media built a custom AMC audience focused on shoppers who had searched high-volume category terms within the past 14 days but hadn’t purchased.

We duplicated the brand’s top Sponsored Products campaign, layered in this AMC audience, and applied a 900% bid boost to prioritize ads for those warmer shoppers. This ensured that spend went toward high-intent customers already considering products like Bird Buddy, while a lighter top-of-search modifier (10–20%) maintained strong placement visibility.

AMC Audiences

Created AMC audiences of recent category searchers who hadn’t purchased to focus on the most qualified prospects.

Bid Boosting

Applied a 900% bid boost for the audience, maximizing efficiency by targeting customers closest to conversion.

Balanced Visibility Strategy

Maintained top-of-search presence with measured modifiers to stay competitive without inflating CPCs.

Results

Higher efficiency and stronger engagement through AMC

Within the first month of implementation, Bird Buddy achieved a 2.1× ROAS lift (+106%), a 1.9× increase in conversion rate (+87%), and a 3.5× jump in CTR (+248%) on high-volume category keywords.

These results confirmed the value of integrating AMC audiences into Sponsored Ads campaigns, proving that bid-boosting qualified, high-intent shoppers can deliver measurable efficiency gains even in categories with high CPCs.

‍