Audience Selection Guide
Use this page to pick targeting based on funnel stage and what you’re trying to learn.
Audience types (when to use)
Keyword / Search targeting (Sponsored Products, Sponsored Brands, Sponsored Video)
- Best for high intent and direct conversion.
- Use when you can articulate: what someone would type right before buying.
Behavioral / Retargeting (Onsite Display)
- Best for mid-funnel to lower-funnel when you want to re-engage shoppers who already showed interest.
- Use when you have sufficient traffic to retarget, and you need to reduce wasted prospecting.
Persona audiences (Onsite Display + Offsite + CTV + Social)
- Best for prospecting at scale (upper/mid funnel) or when you need audiences beyond “people who already viewed us”.
- Use when you have a clear shopper story (life stage, habits, occasion) and strong creative.
Brand audiences (recent buyers, lapsed buyers, brand loyalists)
- Best for loyalty, winback, cross-sell, and protecting repeat purchase.
- Use when your goal is not just new buyers, but increasing LTV.
Custom audiences (Onsite Display)
- Most powerful when you need very specific definitions (and have lead time).
- Watch-outs: build time (often 5–10 days) and complexity; plan early.
Simple decision shortcuts
- Need immediate sales and ROAS? Start with Sponsored Products search + branded defense.
- Need to educate or introduce a new SKU? Start with video + display prospecting (personas) + supporting search.
- Need conquesting? Buy Box / Carousel + competitor terms + display brand prospects/switchers.
- Need retention? My Items + brand audience targeting.
Next: Persona Audiences