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STOP GUESSING

Improve upon one-size-fits all assumptions affecting your ad performance

Library of Essential Optimization Tactics

Ampd helps you understand at a granular level how your offsite ad spend is impacting down-stream results at your customers' preferred retailers.

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Connecting paid advertising campaigns to retailer performance data with Ampd unlocks your ability to efficiently target incremental sales and market share growth. You won't want to miss out on the optimization potential made possible by Ampd.

Explore Meta to Amazon Best Practices:
View full case studies

Never Allocate Ad Budgets Directing Offsite Traffic to Retailers Blindly

Don't ignore placement optimization (Instagram vs. Facebook)

Meta-to-Amazon Tactic

If placement testing across Meta platforms isn't already a routine part of your optimization strategy, let this case study serve as a necessary reminder. Performance metrics that look "good" on the surface can mask dramatic differences in actual retail sales.

A global CPG brand recently explored whether a one-size-fits-all approach to Meta placements was efficient for driving sales to their Amazon listings.

During a major promotional event, Prime Big Deal Days, this CPG brand allocated equal Meta budget to two separate ad sets, promoting the same product on Amazon, using identical creative:

  • Ad Set A: Instagram Placements Only
  • Ad Set B: Facebook Placements Only

The initial engagement metrics showed these ad sets were comparable. However, when leveraging Ampd's closed-loop attribution to view the retail outcomes, the commerce data painted a very different picture:

Metric Instagram-Only Placement Facebook-Only Placement
CPM $5.46 $6.14
CPC $0.62 $0.55
CTR 0.9% 1.1%
Cart Rate 18.9% 4.9%
 Conversion Rate 5.9% 1.6%
 ROAS 1,652% 665%
 
Commerce Metrics Don't Lie

Once the full-funnel Meta to Amazon sales were measured, the results were clear:

  1. Meta to Amazon Cart Rates and Conversion Rates for the Instagram audience were 3x to 4x higher than the Facebook audience.
  2. Meta to Amazon Return on Ad Spend (ROAS) for the Instagram-only placements was 2.5 times better compared to the Facebook placements.
Conclusion:

Insights like these, surfaced by a reliable, closed-loop attribution platform, are essential for an effective Meta-to-Amazon strategy. They allow brands to move beyond simple vanity metrics (CPC/CTR) and confidently shift budget to the exact placements that drive the most profitable retail outcomes.

Never Allocate Ad Budgets Directing Offsite Traffic to Retailers Blindly

Test Traffic campaigns and Sales campaigns

Meta-to-Amazon Tactic

Depending on the strategy and market dynamics, Ampd will reveal which campaign type delivers better results:

In this example, the Traffic campaign is delivering a stronger ROAS than the Sales campaign. The Sales campaign is generating higher-quality traffic, as shown by its 3.6% conversion rate, but at a significant premium as its cost per click (CPC) is roughly seven times higher than the Traffic campaign’s.

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In this example, the Purchase (Pur) campaign is delivering a stronger ROAS than the Traffic (Link Clicks) campaign, as the Sales campaign’s CPC has been optimized down to $0.36 per click.

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The takeaway:

Test and optimize both campaigns to determine which can deliver stronger results for your products.

Never Allocate Ad Budgets Directing Offsite Traffic to Retailers Blindly

Static vs. Video results might surprise you

Meta-to-Amazon tactic

Breaking down Meta to Amazon performance by creative format can be very eye-opening. Ampd’s ad tech reveals how creatives can impact down-funnel performance for off-site campaigns.

Especially in light of Meta’s recent reporting changes aimed at quantifying and rewarding asset diversification, forward-thinking brands and agencies are recognizing the need to iterate and readily optimize based on specific, creative-level insights.

Check out the insights Ampd’s platform delivered when looking at the different types of ad formats (static vs. video vs. carousel) over a 30-day window for a client sending Meta ad traffic to Amazon:

Success Metric Carousel Ads Video Ads Static Ads
CTR 2.5% 2.5% 2.7%
CPC $0.38 $0.41 $0.35
CTM $9.33 $10.15 $9.34
Cart Rate 0.4% 1.9% 5.5%
 ROAS $0.07 $0.20 $1.13
  Cost per Cart  $85.45 $22.35 $6.32

 

Ampd illuminated the fact that for this brand during this time period, the static ads delivered significantly better down-funnel retail outcomes, which empowered this client to make the right adjustments to get the most out of their budget.

Be sure to keep in mind there is no one-size-fits-all solution. and that what works for differing products will vary, but this is the kind of head-to-head testing you can't afford to ignore with the products you're advertising. Although paid social campaigns are often judged based on metrics like cost per click, CPM, and CTR, benchmarks like these often prioritize campaign assets that are not the winners based on retail outcomes like cart rate and cost per cart.

Thankfully, brands that partner with Ampd no longer need to allocate offsite-to-retailer spend blindly.