How to Use Amazon New-To-Brand metrics in your Ad Strategy
Are you making your campaign optimization decisions based solely on traditional metrics like CTR, CPC, CVR, or ROAS? If so, you could be missing a significant opportunity.
With the introduction of New-to-Brand metrics, a completely new approach to gauging the effectiveness of your ad campaign emerges.
In this blog post, we will learn what this metric is all about and how it can be useful for you.
What is New To Brand Metrics?
New-to-brand (NTB) metrics measure the proportion of conversions stemming from customers who have not made a purchase from the brand within the last 365 days. This metric goes beyond assessing the quantity of sales derived from each ad campaign; it evaluates the ability of these campaigns to attract and engage with new audience. In essence, NTB answers the pivotal question: “How many new customers are we bringing into our brand through our advertisements”.
7 Different New-to-brand metrics available for SB and SD Ad campaigns
There are seven NTB metrics available for Sponsored Brands and Display campaigns. Here is a quick overview of each of them:
- New-to-brand orders: The number of first-time orders for products within the brand over a one-year look-back window
- New-to-brand sales: The total sales stemming from new-to-brand orders.
- New-to-brand units: This is the count of units purchased through new-to-brand orders.
- % of orders new-to-brand: The percentage of total orders that are new-to-brand orders. It’s calculated by dividing the number of new-to-brand orders by the total number of orders and then multiplying by 100.
- % of sales new-to-brand: The percentage of total sales that are new-to-brand sales. It’s calculated by dividing the total sales from new-to-brand orders by the overall sales and then multiplying by 100.
- % of units new-to-brand: It signifies the percentage of total sold units acquired through new-to-brand orders. It’s calculated by dividing the number of new-to-brand units by the total number of units and then multiplying by 100.
- New-to-brand order rate (specific to Sponsored Brands): This metric gauges the ratio of new-to-brand orders to the number of clicks. It’s calculated by dividing the number of new-to-brand orders by the total number of clicks and then multiplying by 100.
New-To-Brand Metrics in DSP: A Wider Range of KPIs
In the realm of Sponsored Ads, advertisers get access to 7 different new-to-brand metrics. However, the scenario takes on a broader and more multifaceted dimension within the DSP arena, where a rich collection of new-to-brand metrics is available.
- New-to-Brand Return on Ad Spend: Reflects the relationship between sales generated by new customers and advertising costs.
- Total New-to-Brand Product Sales: The sum of sales generated from all new-to-brand orders.
- Percent of Purchases New-to-Brand: This metric measures the percentage of purchases made by new customers, considering both promoted and related products.
- New-to-Brand Effective Cost per Purchase (eCPP): This metric calculates the average cost of acquiring new customers if advertiser had purchased conversions instead of impressions or clicks.
- New-to-Brand Units Sold: The number of promoted brand products that customers purchase for the first time within the last 12 months after exposure to an advertisement.
- Total New-to-Brand Units Sold: This metric represents the total count of new to brand units purchased from the brand after being exposed to a DSP ad.
- New-to-Brand Purchases: This metric counts the purchases of promoted brand products made by customers engaging with the brand for the first time within the past 12 months. It also includes Subscribe & Save registrations and rented videos in the calculation.
- Total New-to-Brand Purchases: This tracks the number of purchases made by new customers from the brand after being exposed to a DSP ad.
- New-to-Brand Purchase Rate: This metric calculates the number of new customer purchases in relation to the number of ad displays or impressions.
- Total New-to-Brand Return on Ad Spend (ROAS): Reflects the relationship between sales generated by new customers and advertising costs.
- New-to-Brand Product Sales: This metric represents the sales generated by new-to-brand order.
- Total New-to-Brand Purchase Rate: This metric calculates the number of new customer purchases who were exposed with a DSP ad in relation to the number of ad displays or impressions.
How to Use New-To-Brands Metrics?
1. Assessing the Impact of Campaigns on Attracting New Customers
Acquiring new customers is a paramount objective for any brand operating on Amazon. By closely monitoring the New-to-Brand (NTB) metric within your campaigns, you gain valuable insights to determine the campaign’s efficacy in generating new orders and validating the advertising expenditure invested in acquiring these orders.
2. Focus on New Products
When monitoring the performance of your products, pay special attention to those with a notably higher percentage of new customers compared to others in your catalog. By focusing your advertising efforts on these products, you can effectively maximize the influx of new customers and orders for your brand. This strategic approach ensures that you harness the full potential of these products to expand your customer base.
3. Gauge Effectiveness of Competitor Targeting
With competitor product or keyword targeting campaign, your aim is to attract customers who are inclined to purchase products from your competitors. So, If you see that your competitor’s product targeting campaigns have a high percentage of new-to-brand orders, it may be a good indicator of the effectiveness of that campaign. Conversely, a low percentage of new-to-brand orders suggests that your campaigns have not been effective in enticing customers away from our competitors.
Ready to get started with Adbrew?
Adbrew provides cutting-edge automation, expertly curated strategies, and data-driven insights for brands to thrive on Amazon
Conclusion
Now, you are no longer limited to looking at ROAS and conversion rate numbers to evaluate the efficiency of your campaign. The introduction of ‘New-to-Brand’ metrics presents new, super important metrics for assessing the effectiveness of an ad campaign in acquiring new customers.
The Amazon Black Friday and Cyber Monday sale is just around the corner. It’s no secret that this marks one […]
Whether you are creating a new campaign or optimizing existing ones, doing it manually from the Amazon ad console can […]
Want to know what search terms people use to visit or purchase your product on Amazon? If yes, you’re in […]
When you are spending dollars or even more to get a click through Amazon ads, you want to ensure that […]
Are you an Amazon seller looking to maximize your profits and minimize your advertising costs? If so, you’re not alone. Many […]
Are you making your campaign optimization decisions based solely on traditional metrics like CTR, CPC, CVR, or ROAS? If so, […]
Navigating the ever-evolving landscape of Amazon’s online marketplace is essential for any seller looking to thrive on the platform. Among […]
As the holiday season approaches, businesses are gearing up for the highly anticipated Q4 rush. To ensure a successful Q4, […]
Do you regularly review your Amazon advertising reports? If not, you may be missing out on numerous opportunities. Amazon […]
Whether you’ve recently launched a new product or are an established seller on Amazon, advertising on the platform is no […]
Amazon PPC bidding strategies that you choose play a significant role in the success of your Amazon Ads campaigns. As […]
It is no longer a secret that Amazon Prime Day is one of the biggest global e-commerce events that attracts […]
Are you looking to boost your brand’s visibility and drive more sales on Amazon? Look no further than Amazon Sponsored […]
Succeeding on Amazon in 2023 isn’t easy. Just listing your products and hoping for the best won’t work anymore. You […]
Are you bidding the same amount for all placements on Amazon? If yes, then you’re missing out on a significant […]
Whether you are looking to boost product discovery or target audiences further down the sales funnel who have already engaged […]
We, at Adbrew catalyze millions of dollars of ad spend monthly through our platform, with Sponsored Product Ads being […]
Do you want to know how many clicks you should give a search term before adding it as negative in […]
If you’re a seller on Amazon, you would know it’s important to rank your products well and drive sales. […]
It is no longer a secret that shopping behavior on Amazon varies over the course of the day. This is […]
Are you struggling to get the most out of your advertising budget on Amazon? Do you find that your campaigns […]
Managing your advertising budget is the most critical but overlooked aspect of Amazon advertising. Your daily budget controls how many […]
It is no hidden fact that Amazon advertising and its sales attribution model is complex. Sales attribution refers to Amazon […]
elcome to this tutorial. In this article, we’ll discuss different strategies for structuring our campaigns and see how we can […]
Welcome to this tutorial. In this article, we’ll learn how to automate keyword or product target movements using Adbrew. We […]