Mastering The New Amazon Marketing Cloud Features with BTR Media's Dustin Wassner

Mastering The New Amazon Marketing Cloud Features with BTR Media's Dustin Wassner Speaker 3: When you add an audience to boost a bid on say people who abandon their cart, those people also have a top of search, rest of search, and product page performance. Speaker 1: When you say subscribe and save, are you talking about like current subscribe and save people or it's people who frequently subscribe and save? Speaker 2: Is this available to everybody now or is it just going to be the people who are set up on DSP? Speaker 1: Alexa, play that Amazon ads podcast. Unknown Speaker: Which one would you like to hear? Speaker 1: The best one. Unknown Speaker: Okay, now playing that Amazon ads podcast. These gentlemen are completely changing the game. After listening to that Amazon ads podcast, my ads are finally profitable. I also heard they're pretty cute. Speaker 2: What's up everybody? Welcome back to another episode of That Amazon Ads Podcast, kicking off the new year with a bang. We're going to be talking about all things AMC and today we are joined by a guest who's been on the podcast before, but it seems like a lot has changed since then. We've got a new president elect, but more importantly, we've got new features being rolled out on Amazon specifically. Amazon Marketing Cloud. So we're joined today by Dustin Wassner from BTR Media, Better Media. How you doing today, Dustin? Speaker 3: I'm doing good, Andrew. Thank you for having me on again. It's always a pleasure. Speaker 2: Yeah, for sure. It's great to have you back. First things first, we've never talked about AMC on the podcast before. People may have never heard of it, don't really know what it is. Do you mind giving us just like a 30,000 foot view of AMC, its applications and just kind of what it is? Speaker 3: At this point, I feel like it's one of the biggest FOMO features that we have in this space right now. A lot of people are talking about it. And if I had to give a 30,000 foot view of exactly what it is, I break it out mentally into two different areas. It gives you advanced reporting. So you can see things like overlap of ad types versus DSP. Time between last click and conversion, path to purchase reports, et cetera. That's a really useful part of AMC. If you're doing more of a full funnel or multi-click strategy approach. The other end is building custom audiences. And that is when you can actually build custom audiences that meet certain criteria. Like if they've placed say three orders in the last 60 days and haven't done a subscribe and save yet, or if they have abandoned their cart or an infinite number of criteria. And that's what really prompted me to reach out to you guys because of this whole new feature that I'm sure we'll get into later in the episode. Speaker 1: If anyone doesn't know Dustin, go back and watch our episode, Advanced Bidding Strategies with Dustin Wassner. That was episode 53. Really good topic there. And Dustin has done a great job establishing himself as the lead authority on the Amazon API and AMC and things associated with it. So the reason why he's the authority is because number one, just a lot of people don't make content about that. It's a, it's a pretty niche topic. And secondly, he's just really smart and really good at educating and making super informed posts with graphics and illustrations and everything like that. Really phenomenal. I'm excited to dive into this and Dustin, you've made like two or three posts on this topic in like the last week. I think we should probably start with that because I think that those are kind of containing your biggest highlights and call outs from this new update that Amazon released at the Unbox Conference. Yeah, walk us through like those critical findings. Speaker 3: It's funny you say that because I've made probably three posts in the last few weeks and I think by now the first one is actually outdated already because of the features that Amazon has already rolled out on top of this. Speaker 1: And that was my concern that this episode might be outdated by the time it gets aired, so we'll have to do a new one. Speaker 3: Yeah, yeah, we'll see. I mean, the way that they're rolling things out for AMC is really impressive. At Unboxed, I didn't attend. I think you guys were there. I was only looking at the release notes from the API and I saw this new feature where you could do these bid boosts. So I thought, you know, this would be a great opportunity, not really fully understanding exactly what was capable of that. But as we're getting more and more into it at BTR, what we're finding is that We can create custom audiences for clients that are using AMC for examples that like I gave earlier with the subscribe and save or add to cart or any kind of criteria. And then you can add those to a new sponsored ads campaign and apply a boost to that audience. So last few posts that I made were just explaining the process, how to find out the details of the performance of Essentially, the audience versus the non-audience, if you will, and how to differentiate between those, how to pull those metrics out of the API. As of a few days ago, November 12th-ish, they just released the update to the UI for the Ad Console to now be able to differentiate, actually see the performance because Like I said before, my original posts were about how to pull the details from the API, which are now obsolete because you can actually change the bid boost amount and see all the performance per audience. Speaker 1: So this screenshot is from Dustin's post on LinkedIn. And I went through all of my accounts. Andrew went through all of his accounts. Our PPC managers went through all of their accounts. Nobody has this yet. I'm guessing because you need to be connected to the AMC The AMC is a separate API, right, from the advertising API? Speaker 3: The AMC has its own endpoints within the ads API. They pushed all of it under the ads API and you will not see that tab show up until you add an audience to that campaign or rather once you build a campaign with an audience attached to it. Then I think it was placement modifiers or something like that and then it turns into I don't remember what it is, but it breaks out the two between placement modifiers and the audience boosts. Speaker 1: It's very interesting that, well, you said this is only for new campaigns. So like if you have an existing campaign, you can't. Can you retroactively add these audiences and these adjustments or you have to create an entirely new campaign? Speaker 3: Admittedly, I haven't tried to add an audience to an existing. I've only launched new ones. I believe that you could add an audience because in the same way you could update a campaign with that endpoint, you can update the bid boost amount. So I would imagine you can also update the audience, but haven't tried it yet. Speaker 1: I do think it's interesting because that tab I used to be called placements. I think campaign placements and then they change it to bid adjustments and it's like, that's weird. I wonder why they would make it more generic bid adjustments. And then that's the reason why is because they're making it that within the bid adjustments, you have multiple tabs. It could be for placements or it could be for audiences. I'm really looking forward to the day when they finally release devices because there's a big difference in performance between mobile versus desktop. Tell us more about these audiences. So once you create the audiences, you'll see all of the audiences that you added to that campaign in that tab. Is that how it works? Speaker 3: Well, you can only add one audience per campaign, but say that we, for instance, take our add to cart audience that we talked about, we add it to it. And where I kind of mechanically in my head go with this is, you know, if you remember back in the day when they rolled out the placement modifiers, everybody was running 20 cent bids and 900 top of search modifiers. They wanted to push everything top of search only. A little bit tricky to do that because Amazon only respects the placement boost based on likeliness of a conversion. So you're still going to get things bleeding in. But I would imagine, We're approaching this in a similar fashion where you are going to run a low bid with a huge modifier and trying to basically isolate that campaign to have all the performance flow through that audience. One of the things that I find really interesting about this, and this is where you two kind of popped into my head with this, because I know you guys really, one of your big differentiators with AdLabs is incorporating the placement modifiers into bid ops. And that's really something that you guys are passionate about. So when I'm breaking this out of my head, I'm kind of envisioning a matrix in a way, When you add an audience, you're essentially adding two audiences. You're adding the audience and then the non-audience, if you will. But when you add an audience to boost a bid on, say, people who abandon their cart, those people also have a top of search, rest of search, and product page performance. So now you actually have a grid of six squares. You have all of your placements on the top and you have the two audiences. Because each of those audiences still has a certain placement on the page, whether they meet the criteria of that audience or not. So just overall, a lot more granularity and a lot more levers to pull that we're finding that we can use in bid ops. Speaker 1: Walk us through this really quickly. So we're looking at it now and we have the bid adjustment here set to 900% increase. As you were saying, now you grayed out the audience. Can you tell us like a little bit generically what that audience was that you pulled in? Was that like an add to cart thing or also why is it blocked out? Speaker 3: I really don't remember which one it was. I went into the IQLs. IQLs are the instructional queries for AMC. So when you go into the AMC editor, you can see all these like pre-built templates for audiences that Amazon has created. There's maybe 15 of them or so. And so my intention of building this initial audience out was not to get any kind of performance or do like a case study. It was really just to understand the internal plumbing of how this works, what it looks like on the UI. The reason that I grayed out the audience, honestly, is because I just, in AMC, I named the audience something that really didn't make sense and I didn't really want to display that. There's really nothing more to it. I just didn't want to embarrass myself with having such a goofy audience name. Speaker 1: Yeah. So I asked one, two, three. Speaker 3: Yeah, exactly. Yeah. And I didn't want to have that because it just looked kind of lame. Speaker 1: But, um, so I just decided, well, there's actually, there's two here that say audience from AMC. Speaker 3: Let me pull the post up right now. Speaker 2: That's the non-audience. So you've got the audience and then I think it's the non-audience, is it not? Speaker 1: Well, I see two from audience from AMC and then a third says all shoppers. Speaker 3: Right. Speaker 1: So I assumed all shoppers was the non-audience. Speaker 3: So all shoppers is just that. It's all performance of the entire campaign. The second row is the audience's performance and the top row is essentially the bid boost for that audience. So if you double click on that 900%, you can actually change that from anything from zero to 900. So it's not really a performance row per se, it's just a placeholder. Speaker 1: As is classic with Amazon, they only let you increase, you can't decrease. Speaker 3: That's right. Speaker 1: Which basically, yeah. So the, the solution here is because you can't decrease for any other like modifier, you have to reduce the base bids for all the keywords in that campaign and then increase to everything else. That does start running into some problems because if top of search is worth a 900% increase and this unique audience is worth a 900% increase. Well, then you can only decrease the base bids by so much before you just end up with like two cent bids across the board. So we run into some limitations there when we can't actually decrease for a specific placement. But yeah, very, very interesting. Speaker 3: I don't know yet how those stack, if they stack. I don't know how much is incorporated with relevance in the ad auction when you're bringing this audience component in. There's still a lot of unknowns that I don't think anybody in our space has really tested yet. And I would give the caveat too that when you're looking at audiences, when you build an audience in AMC, you need to have at least an audience size of 2,000 people. Otherwise the audience generation will fail. So they tell you to shoot for 2,500. But even then you're a little bit on the low side. I mean, I think the one that I have in my screenshot here was like 50,000 people and you can see the amount of performance difference between the two rows. So if you're not, if you're going for a high granularity of an audience, you're probably going to serve a pretty small number of impressions and spend through it. So just kind of a caveat. Speaker 1: I'm actually confused here. So there's three rows. You're saying all shoppers is everything like that is basically the total row. Speaker 3: Yeah. Speaker 1: And if that's the total row, the audience, row above that is showing you how much, what the traffic is for that one specific audience. So the non audience, would you subtract that value from all shoppers to find everything else basically? Speaker 3: Yeah. So the middle row is the audience, the AMC audience. The remaining part, the non-AMC audience is the difference between row three and two. Speaker 1: Usually they put the totals at the top, right? And like the header row? Speaker 3: Well, and also they don't put a bid boost in its own row. That should just be something off to the side. I think that this is a little bit MVP for them. I mean, it's only been out for a few days, so. I would expect it over time to get an upgrade. Speaker 1: Yes, you're saying both of those audience from AMC rows should technically be on the same row. Speaker 3: They could be. They're incorporated with the same thing. Speaker 1: And then that change audience button, what does that do if you click it? Speaker 3: What I would guess it means is that you're adding a brand new audience that you built in AMC to this instead. But there is no function. Yeah, you can only have one. At least at this point. Speaker 2: Now for most people that are used to building audiences, they're doing it through DSP and people who have access to AMC usually have a DSPC running DSP campaigns, but Is this available to everybody now or is it just going to be the people who are set up on DSP and running there? Speaker 3: Well, that's one of the great rollout components with this that was announced at Unboxed as well is that you no longer need to be running DSP to have access to AMC. Everyone who's running sponsored ads only can use this now. And I think this is really powerful. And what the other neat part about the audiences is if you build an audience, You can add that same audience. The same audience that I added to a sponsored products campaign here can be added to a DSP order or line item. There's no differentiator between the two. You can do this for sponsored products and sponsored brands. Sponsored display is a little bit different because instead of adding an audience like this with a bid boost, You add that audience as a target. Speaker 2: So this is available to everybody now. If I'm a seller and I don't run DSP at all and I'm just running sponsored ads, what would that process look like of me actually getting access to this sort of capability? Speaker 3: So at this point, you need to reach out to Amazon, reach out to an ad rep if you have one and ask them to generate your Excuse me, AMC Instance, which will give you access to that query editor where you can then create the audiences. Speaker 2: Okay. And then the audience creation, is that all done with like SQL or is there a little bit better process for that now on the backend with Amazon's query editor? Speaker 1: Is there a dumb person version? Speaker 2: Yeah. Speaker 1: Well, yeah. Speaker 3: So a non-SQL user, you know, I've never done any of the templated audiences. I do use the IQLs because they're very convenient, but the way that they have built these out, It really is pretty simple to use. You just pick on the audience that you want to create. Click on that box. It brings you to a query that's already pre-built. You click the copy button. You can actually have it paste right into the query editor for you. You run it. It's very easy to do. You don't need to actually do any coding at all. They put comments in the sections of the SQL query so that if you want to add any kind of additional filtering, like if you wanted to do a path to purchase with just specific campaigns or specific ASINs, they have in the query commented out sections saying, add your campaigns here, separated by commas or something along those lines. It really is friendly to non-developers. Where it does get a little bit tricky is if you start with the IQL and you're like, well, I like this, but I want this additional little part to it. Then you have to get into customizing those queries a little bit more. Speaker 2: Yeah, that was my experience. When AMC first came out, I was messing around with it. I was using those templated, the library or templates or whatever. I was running those and I was just like never sure if they were completely right. But yeah, it was pretty simple to copy paste switch out certain details for campaigns or products or whatever you wanted to look at. But yeah, never knew for sure if it was like exporting the right data if I needed to change more and all that type of stuff. Interesting. Now with these audiences that you're building and adding to these campaigns, are they fixed? Are they just like a fixed batch of users that you're continuously targeting or is that batch of users continuously updated and what's that process like for these? Speaker 3: So when you create the audience, those are details that you specify and essentially what it does is Every time it runs this query in the background for you, it deletes the entire contents, all the customer IDs associated with the audience, runs it every night, populates it with the new people who meet the abandoned cart criteria in the last 30 days or whatever your specifications are. You can set it up in such a way that it is static, it's fixed. But for simplicity, I wouldn't recommend that if you're getting started. Speaker 2: Yeah, I would think you'd have to go back and change those constantly if you just left them fixed. So it's good to know that it'll update and you know, if you're targeting a new brand audience and one of those customers purchases, they're now excluded from that audience and can focus on the objective that those audiences are going after. So that's good. Speaker 1: Now, as an agency, When you reach out to the rep, you're like, can I get access to AMC? And then they say, yes. Does that now give you access for all of your clients or you have to make a new request for every single client? Speaker 3: Well, at BTR, we have our own seat with DSP and I believe AMC. Admittedly, this is not my area of expertise as far as getting people enrolled in this. But from my understanding, The ownership of the AMC instance is at the client level. And I think that's actually more ideal to have that because if you acquire new clients, AdLabs takes on some new clients. Their AMC instance is not stuck with their old provider, so it travels with them. But them having to reach out to have this spun up is something that they'll have to do. At this point in time, I'm hoping that Amazon and they have voiced it that they are going to make this process easier. It's already become easier from when AMC first started, but I think it will get easier yet. Speaker 1: Yeah. So I'm curious for us, you know, with our software, if we wanted to integrate this That would require every client going and trying to get in touch with some ad rep and asking for an AMC instance. And then once they are integrated, Through the software, we should be able to build these, like we should be able to have like a nice user-friendly interface with some pre-built audiences. Speaker 3: So for those who are familiar with the API, those listeners, you'll know the V2 profiles endpoint that basically you make a request to this and it gives you with your client ID, AdLabs client ID, you make a request to that endpoint. It gives you all the scopes, the profile IDs and all the brands in every marketplace that's associated with AdLabs client ID. There's another endpoint that does the exact same process, but for AMC instances. So when you call this, it will list all the instances of all your clients that you have access to. And that instance ID is really the connection and all the API requests that allows you to create the audiences, attach them, et cetera. Speaker 1: And then through the API, you should be able to create these audiences and everything like that. You don't need to be You don't have to be working on the actual like SQL AMC interface. Speaker 3: To build the initial audience, you still have at this point in time, you still have to go into the query editor. Speaker 1: Got it. Okay. Speaker 3: A lot of it can be reduced if you're willing to do manual steps. Once you create that initial audience in AMC, it gives you the audience ID. So typically if you're going to scale this, you'd have to use the API to fetch that, then add it to the campaign. But there are ways to manually get around this. So at this point, I really don't think you need to use the ads API to set any of this up, get the performance or adjust the bids. It's really just the creation of the audience in the query editor. When you click the change audience feature, it gives a pop-up that shows a dropdown that you can select any of the custom audiences that you have created. So at this point, I could confirm that if you create the audience using the query editor at that point, that audience will populate in this. You can then add this, manually adjust the bid boost and see all the performance. So there really is no ads API needed for that whole portion. Speaker 1: Interesting. I wonder if one day they will change that button to instead of saying change audience, it will just say add audience and you can have multiple in there. Speaker 3: And I want to confirm based on your comment you just made, Stephen, if I go into a campaign that does not yet have an audience associated, it still says change audience, but it shows that same table in my post with only one row that says all shoppers. So it actually is looking at all shoppers as an audience of totality of the campaign. Speaker 1: And so you should then, my assumption is be able to add retroactively to a campaign that's already existing And we're here to talk to you about how you can add an AMC audience. After you get the connection and create custom audiences, you can add it to existing campaigns. Speaker 3: Yeah. As I'm clicking through this, I'm clicking on the pop-up to change audience. I'm in a campaign that has no audience added. I can pick the AMC audience that was already added to that other campaign and apply the bid boost. So it does appear that you can add it retroactively. Speaker 1: And then does that table of like the audience performance, place to find reporting and see the difference in performance between the non audience versus the audience? Or are you still doing that through the SQL interface? Speaker 3: So not the SQL interface for that, but rather the ads API, you can pull the details. But At this point in time, I don't believe that there is a means to create any kind of reporting like you would a bulk file or keyword search term advertised ASIN report. I would expect over time that those would show up and integrate in there. But right now, all we have is this view that unfortunately isn't even able to be downloaded. Speaker 2: Makes sense that it would continue to progress and get more user friendly. But, you know, Dustin, what's the future of this look like and what kind of What big changes are you expecting or the impact that we can expect or foresee with this type of change coming to us? Speaker 3: Yeah, I think that's a really important question to ask. I think people need to ask that themselves as they're trying to integrate this because Like if you remember when sponsor brand video was first rolled out, it was just FOMO. Everybody wanted to do it. Hourly data with marketing stream for bid op or a day party. And so looking at these things, in my opinion, as far as like a cost benefit analysis, I think is always important. What it's going to require to implement this and scale it versus what you get out of it. At this point in time, I don't see this as something that's going to necessarily like transform an account. But what I do see 100% is the ability to peel out certain parts of the funnel, the customer journey and segment them way, way cleaner than we've ever been able to. So now we can now get better performance as we're building things out for, you know, the loyalty end for subscribe and save versus the conversion end for abandoned carts and everything in between from awareness down to loyalty. And that directly feeds in especially important for agencies is being able to tell the story, breaking out that data more cleanly on reporting to be able to tell the story to the client and convey what's going on under the hood in a more meaningful way. Because if you have auto campaigns, you could be serving 20 different audiences worth of impressions through there, but now that we can peel them out and actually break it into separate line items on a reporting, to me, that's one of the big value adds of this entire feature. Speaker 2: Allowed you to take the audience targeting capability of DSP and put it into the best ad type vehicle, which is sponsored products that you could push ads to potential shoppers with. Speaker 3: Yes. And be able to target specific parts of that customer journey in a way that it's almost like running no placement modifiers and you're just kind of letting them go to whatever placement they want. It's the same way where now this is going to every part of the customer journey or funnel that it wants and we can harness that in now. Speaker 1: Do you think that is what dynamic up and down has kind of been all along? Because people have always wondered if, if dynamic up and down was specifically increasing for, you know, certain shoppers who were within a demographic that was more, more likely to buy from you. Speaker 3: I've never thought of it that way. Honestly, I've always just thought of it as a likelihood to conversion. And what Amazon's algorithm sees as that and then applying dynamic up and down accordingly. But there has to be some metrics behind it where they intuitively say, you know, we want to apply a higher bid unless they just want to spend more of our money. Speaker 1: Interesting. So as we start kind of bringing this to a close, I have a few critical action questions or just trying to get your insights. And I know it's still very, very new. So we'll certainly have to have you on at a later time to discuss more. But from what you've seen so far, and even though this is new to sponsor products, you guys have been using AMC for a while. Is there A specific audience that you think is just like the best, like for example, with placements, we would just say, yeah, top of search in a very general sense is going to be the best converting. Is there a specific audience that you really like that across multiple brands just seems to get really good performance? Speaker 3: Yeah, the add to cart abandonment and the subscribe and save are two really good ones. Where I think people can go with this is like you can say, give me an audience of people who have I've only clicked on one sponsored ad or I've only clicked on a sponsored brands ad and you can really break things out more cleanly like that. And today, we're going to be talking about how to be a subscriber and save in a way that we never could before. Speaker 1: When you say subscribe and save, are you talking about like current subscribe and save people or it's people who frequently subscribe and save? Speaker 3: No, I'm talking about people who meet the criteria of a subscribe and save. So if somebody has purchased your product, if you have a product that's, you know, the kind that you'd buy on a monthly basis, supplements or whatever, and we say, okay, give me a list of people who have bought this twice in the last 60 days, which is kind of like a subscribe and save person, And we can go after them specifically a little bit more aggressively. Speaker 1: And for our software, we have had a massive influx of requests, feature requests, comments, people, everyone's asking us, like, can we throw this into the bid algorithm, which obviously we would love to, but it always comes down to prioritization of different features that we can do. Speaker 3: Right. Speaker 1: And the big one that we've had a lot of people We're requesting for a long time was day party. And that was actually the last topic we were talking about with you. So, so I'm curious in your estimation and opinion. What would you, if you were building AdLabs, which would you prioritize that you think is going to be more important to the impact on the advertising? Would you prioritize the day-parting functionality or these custom audiences? Speaker 3: That's a really good question because I see a lot of benefits for both. And not only that, from a marketing standpoint, just looking at yourselves internally, because I would imagine that sometimes people want things that are not necessarily the best for their account or like the lowest hanging fruit. So if everybody say is crazy about this AMC audience functionality, but their accounts really don't lend themselves that well to where it might help, but it might not help nearly as much as day partying. I think a lot of it depends on What kind of clients AdLabs is working with, if they are really like full funnel, multi-click kind of strategies, or if a lot of them are just heavily aggressively focused on, here's my ACoS goals. I don't care what the budget is that you spend. As long as you hit the ACoS goal, then we're good. I feel like for those kinds of clients, then doing day partying might hone that goal in a little bit better. Tacos, ACoS goals. Whereas if you're getting into people who have more of a full funnel, if they're incorporating DSP, then I probably would lean a little bit more towards the AMC audience integration. Speaker 1: Have you used Packview's AMC tool? Speaker 3: I have used it, but not very much. Speaker 1: The way they kind of have their interface built out for how you can create those reports and stuff, is that generally how you guys are doing it internally? At BTR Media or do you guys have a whole other different type of way to visualize those customer journeys or whatever insights you're trying to pull? Speaker 3: It's something that I'm constantly working on, how to make it, how to improve that, how to make it better. I can't think of what theirs looks like off the top of my head, but there's only so many ways that you can, you know, link. We're going to be talking about different ad types, different campaign names, visually, Sankey charts or whatever. Speaker 1: What is your favorite thing about AMC? Like what's the single most valuable view or report that you create for clients that is your favorite? Speaker 3: I think everyone loves the mouth or the path to purchase and the overlap report. And the reason that people love the path to purchase so much, where initially I was thinking when I got more into studying AMC, I think it's been around now for almost two years. The way that last touch attribution works on Amazon, you could have a DSP ad start you in the funnel to a sponsor brands and a sponsor products and then make the purchase. But the last ad gets all the attribution, which means that your DSP campaigns orders probably have really terrible ROAS. But because of path to purchase or because of being able to shift attribution in AMC, so we say, okay, let's do first touch attribution instead. Let's give all the sales credit to the first ad clicked. That really helps us to see, okay, this DSP campaign that actually has a terrible ROAS, this thing's actually like one of the gateway drugs, if you will, to the rest of the funnel that's actually leading a lot of people in, but it never gets any real attribution. Initially, I liked to look at it that way, but I think what's more helpful at this point for people is going a little bit higher view, a little bit more 30,000 foot view and just saying in general, okay, if I have an OLV or an STV ad in my path to purchase, or if I have an SD ad in my path to purchase, what does that do to my conversion rate and my ACoS overall? So just looking at it a lot more broadly and just saying, okay, If somebody only clicks a sponsor brand's ad, what does that look like? Rather than looking at each specific campaign itself, if that makes sense. Speaker 1: And is every ad type supported in AMC, including like sponsor TV, sponsor display, video, sponsor brand videos, everything? Speaker 3: Yep. And one of the IQLs that they have is the path to purchase. So you really, if you, if you want to get specific, like what I'm talking about, trying to break out the DSP product types, then you do have to little, We're going to customize the query a little bit, but right now they have an IQL where you could just copy paste that in and you can get the path to purchase report. Speaker 1: Awesome. And then Dustin, I believe you have a list of all the prebuilt. AMC SQL queries that people can just come and copy paste into their AMC and you're going to share that if we get a bunch of comments asking for, if you type SQL, then Dustin's going to share that, right? Speaker 3: Let's see. Did I? Speaker 1: I just made that up. Speaker 3: I think I did a post on that in the past, but let's say if we can get more than how many people? Speaker 1: We usually go for 50 comments is a good goal. Speaker 3: Let's do that. 50 comments and I'll do that. Speaker 1: Yeah. 50 comments saying SQL and then Dustin will share His toolkit of prebuilt audiences and all you got to do is email your ad reps say, hey, we want access to AMC. They get the instance and then you take Dustin's cheat sheet codes and you just copy paste those in and then you're downloading a ton of reports and insights from your audiences and suddenly your sales double. That's exactly how it works in Amazon. Speaker 3: It's that easy. Speaker 1: All right, Andrew concluding thoughts before we we give people The sign-off? Speaker 2: No, no concluding thoughts for me. I mean, AMC, very powerful tool. Dustin, thank you so much for joining and sharing your knowledge with us, giving us insight into something that we don't even have access to yet. So this has been super helpful for us as well as the audience and everybody listening. So thanks a lot. And for you tuning in, make sure to like and subscribe and come back next week for another episode of That Amazon Ads Podcast. Got 2025 coming down the pike. Speaker 1: See you guys. See ya.