Amazon Sponsored Brands is a powerful advertising tool that helps brands improve visibility, attract new customers, and boost sales. One of its standout features is the "New-to-Brand" metric, which provides unique insights into how many first-time buyers your campaigns are attracting. Understanding and utilizing this metric can help you refine your Amazon marketing strategy and drive long-term growth. Here’s a comprehensive guide to exploring New-to-Brand metrics and leveraging them effectively.
What Are New-to-Brand Metrics?
New-to-Brand metrics measure the percentage of customers who purchase from your brand for the first time within a 12-month period. This data is available for Sponsored Brands and Sponsored Display campaigns, offering insights into customer acquisition effectiveness.
Key New-to-Brand metrics include:
New-to-Brand Orders: The number of purchases made by first-time buyers.
New-to-Brand Sales: The total sales value generated by first-time buyers.
New-to-Brand Percentage: The proportion of total orders or sales attributed to new customers.
Why Are New-to-Brand Metrics Important?
Customer Acquisition Insights:
Understand how effectively your campaigns attract new customers to your brand.
Improved Campaign ROI:
Measure the long-term value of acquiring new customers versus focusing solely on repeat buyers.
Data-Driven Decision-Making:
Use actionable insights to optimize your ad campaigns and allocate budget toward strategies that drive growth.
Brand Growth Measurement:
Monitor the effectiveness of your efforts to expand your customer base over time.
How to Access New-to-Brand Metrics
You can access New-to-Brand metrics through your Amazon advertising console:
Navigate to your Sponsored Brands or Sponsored Display campaigns.
View metrics like New-to-Brand Orders, Sales, and Percentage in the reporting section.
Export reports for detailed analysis and comparisons.
Strategies to Leverage New-to-Brand Metrics
Optimize Ad Targeting:
Focus on keywords and audiences that drive high New-to-Brand percentages. These may include generic or competitor-related keywords that attract first-time buyers.
Create Engaging Sponsored Brands Content:
Use compelling headline copy and high-quality visuals to capture attention and make a strong first impression on new customers.
Promote Best-Selling or Entry-Level Products:
Feature products that serve as an entry point to your brand. Once customers make an initial purchase, they’re more likely to explore your other offerings.
Leverage Lifestyle Images and Videos:
Showcase your products in real-life scenarios to make them relatable and appealing to first-time buyers.
Run Exclusive Offers for New Customers:
Offer discounts or bundles designed to attract new customers, boosting your New-to-Brand metrics.
Analyze Competitor Data:
Use insights from tools or external sources to identify gaps in your competitors’ strategies and position your brand to attract their customers.
Measuring Success with New-to-Brand Metrics
Track the following KPIs to evaluate the success of your campaigns:
New-to-Brand Percentage: Indicates how well your campaigns are targeting new customers.
Cost per New-to-Brand Customer: Helps assess the cost-effectiveness of acquiring new customers.
Lifetime Value (LTV): Calculate the potential long-term revenue from customers acquired through your campaigns.
Common Pitfalls to Avoid
Overlooking Repeat Buyers:
While focusing on new customers is essential, don’t neglect strategies to retain existing ones.
Ignoring Campaign Segmentation:
Failing to separate campaigns targeting new customers from those aimed at repeat buyers can dilute your results.
Budget Misallocation:
Ensure you balance your budget between acquisition and retention strategies to maximize ROI.
Partnering With Professionals
Navigating the complexities of New-to-Brand metrics and Amazon Sponsored Brands campaigns can be challenging. Collaborating with an experienced Amazon advertising services company can help you:
Develop data-driven strategies to attract new customers.
Optimize your campaigns for improved ROI.
Monitor and refine your New-to-Brand performance over time.
Additionally, a Digital Marketing partner can integrate your Amazon advertising efforts into a broader strategy, ensuring consistency across channels.
Conclusion
New-to-Brand metrics in Amazon Sponsored Brands provide invaluable insights into customer acquisition and brand growth. By understanding these metrics and incorporating them into your strategy, you can attract more first-time buyers, optimize your campaigns, and ensure sustainable growth. Avoid common pitfalls, track key performance indicators, and consider working with professionals to unlock the full potential of Amazon’s advertising platform for your brand.
