Amazon Ads is an advertising platform that allows businesses to reach customers across Amazon's ecosystem  including Amazon.com, Kindle, Fire TV, and partner publisher sites using a variety of targeting and retargeting capabilities.

MoEngage <> Amazon Ads

The MoEngage and Amazon Ads integration allows you to synchronize audience segments from MoEngage to Amazon Ads. This enables you to create highly targeted advertising campaigns tailored to specific customer segments.

Use Cases

Integrating MoEngage with Amazon Ads helps you solve the following use cases:

• Enhanced user retention: Create remarketing campaigns based on purchase history and behavior patterns to re-engage existing users who haven't interacted recently.
• VIP user targeting: Create premium audience segments for high-value users to deliver personalized ads with exclusive offers and promotions.
• Cart abandonment recovery: Target users who abandoned their shopping carts by uploading their data to Amazon Ads Customer Lists and showing them targeted ads to complete their purchase.
• Optimized advertising spend: Create suppression audiences to prevent loyal users from seeing acquisition ads, while building lookalike audiences to efficiently acquire new users.

Integration

Step 1: Obtain Your Amazon Ads Manager Account ID

1. Log in to your Amazon Ads account.
2. Navigate to Administration > Account access and Settings > Manager Accounts.
3. Copy the ID [Highlighted in blue] from the Manager Accounts page.
    

Step 2: Connect Amazon Ads Audience on the App Marketplace

To connect Amazon Ads Audience on the App Marketplace, perform the following steps:

1. On the left navigation menu in the MoEngage UI, click App Marketplace.
2. On the App Marketplace page, search for Amazon Ads.
3. Click the Amazon Ads Audience tile.
4. On the Amazon Ads Audience page, go to the Integrate tab.

5. Click the arrow and then select one of the following options:

   • Create Audience
   • Update Users to Audience

   

    

6. Based on the selected connector type, enter the following details:

   Field	Required	Description
   Connection name	Yes	The name of the Amazon Ads connection.
   Manager Account ID	Yes	The Account ID from your Amazon Ads Manager Accounts page, retrieved in Step 1.
   Region	Yes	The region of your Amazon Ads account. Select one of the following: North America — US, CA, MX, BR Europe — UK, DE, FR, IN, AE, and others Far East — JP, AU, SG

7. Click Connect. You are redirected to Amazon to authorize the connection using your Amazon Ads account.
   
   After a successful login, you are redirected back to MoEngage and your Amazon Ads connection is now integrated.

Step 3: Create a Campaign on MoEngage to Update Audiences to Amazon Ads

To create an Amazon Ads Audience campaign on MoEngage, perform the following steps:

1. On the left navigation menu in the MoEngage UI, click Engage, and then click Campaigns.
2. On the All campaigns page, click + Create campaign.
3. On the Create campaign dialog box, under Connected Apps, click Amazon Ads Audience and then click the most suitable delivery type.
4. Under Select audience, click Filter users by.
5. On the User property tab, select the user segment for Amazon Ads syncing. You can combine this with other segment criteria.
6. In step 2 of the campaign, Content, select the pre-configured connector and specify the content you want to send out.

Create a New Audience on Amazon Ads

To create a new Customer List audience on Amazon Ads, use the Create Audience connector and perform the following steps:

1. Select the Create Audience connector and the connection you created.
2. Enter the Audience Name and other details.
3. Run a test campaign and review the response.
   

4. The response contains your Audience Dataset ID. Note this value  you will need it to add or remove users from this audience using the Update Users to Audience connector.

   warning

   Warning Do not publish this campaign; it creates multiple Customer List audiences with the same name in Amazon Ads.

Running a Campaign

Based on your selected connector, you must provide the following information:

Create AudienceUpdate Users to Audience

Field	Required	Description
Audience Name	Yes	A unique name for this audience (5–100 characters, must start with a letter). Use a descriptive name like "Checkout-Visitors-30D".
Description	No	A short note about this audience to help you identify it later (max 1000 characters).
Country Code	Yes	Select the country of your audience members. This must match the country where the ads will be served.

 

Field	Required	Description
Audience Dataset ID	Yes	The Dataset ID of the Amazon Ads audience. This is returned in the test campaign response when you use the Create Audience connector.
Country Code	Yes	Select the country of your audience members. This must match the country used when the audience was created.
Action Type	Yes	Select the action you want to perform: Add Users Remove Users
Select Identifier	Yes	Select the type of user identifier to match against Amazon Ads. Options are: Email Phone Note: All identifiers are SHA-256 hashed before being sent to Amazon Ads.
User Identifier Value	Yes	The value for the selected identifier. Type @ to select the user attribute that contains the relevant data (for example, Email (Standard) for email addresses).
External User ID	No	A unique identifier for this user in your system. Used by Amazon Ads to deduplicate records. Type @ to personalize.

1. Your campaign is now ready to test and send. Using the Test functionality, you can also test your connector configuration.
   
2. If your test user successfully receives the message, your setup is ready.
3. Publish the campaign.

Step 4: View Your Amazon Ads Audiences

In your Amazon Ads account, navigate to Audiences > Your audiences to view the size and status of each Customer List audience.