Choosing Loyalty as your advertising goal allows you to re-engage existing customers—people who have already purchased from you. These campaigns are optimized for maximizing customer lifetime value by either encouraging repeat purchases or introducing new products to your loyal base.
This goal is ideal for:
Driving repeat purchases
Running cross-sell campaigns
Strengthening brand loyalty
🛠 What Happens When You Select the Loyalty Goal?
When you choose the Loyalty goal, you’ll be able to select one or more Smart Campaign Strategies. Each strategy represents a unique campaign setup that includes a recommended budget, targeting configuration, and primary KPI.
You can:
Select one or multiple Loyalty strategies
Launch one or multiple campaigns per strategy
Customize campaign names, KPI targets, budgets, and dates
🎯 Available Loyalty Campaign Strategies
Strategy Name | Description |
Retargeting Past Purchasers | Targets people who recently bought your products |
Cross-Sell | Targets past purchasers of one product to promote a different product |
Each strategy comes with built-in recommendations to help you reach the right audience efficiently.
📊 Smart Defaults for Loyalty Campaigns
Field | Default / Recommendation |
Minimum Budget | $3,000 (recommended) – Custom values >$1 accepted |
KPI |
|
KPI Target | Default ROAS target; customizable |
Amazon Order Goal (hidden) | Internally set to |
Campaign Start/End | Defaults to 1st and last day of the next month |
Est. Daily Spend | Automatically calculated and displayed for guidance on pacing |
🧩 What’s Included in Each Loyalty Campaign
Each Loyalty campaign will:
Automatically generate three pre-configured line items, each with its own inventory sources to target ad placements:
Amazon Owned & Operated
Amazon Publisher Direct (APD)
Third-Party Exchanges (Open Exchange)
Include options to:
Clone or add additional line items
Customize budgets, frequency caps, bid settings, and more
Apply recommended targeting settings, which you can expand to customize
👥 Recommended Audiences for Loyalty Campaigns
Strategy Name | Positively Target | Negatively Target |
Retargeting Past Purchasers | Purchasers of your products (custom) | Recent viewers/purchasers (last 14 days), Subscribe & Save (180d) (custom) |
Cross-Sell | Purchasers of one product (promoting another in your ads), (custom) | Purchasers of the advertised product (custom) |
🧠 AMC Strategies & Audience Templates by Goal
In addition to Amazon's pre-built and your custom product audiences, Teikametrics enables you to create and launch campaigns using Amazon Marketing Cloud (AMC) audience templates. These audiences are accessible in the Audience Creator experience and will be available to add directly to your DSP line items.
Loyalty
AMC Audience Query | Description |
Deal Days | Shoppers who purchased during Deal Days or other key promotional windows. |
Advanced Cross-Selling | Reach ad-exposed and organic shoppers who purchased, and can be cross-sold. |
Brand-Loyal Purchasers | Shoppers who purchased more than three different products from your brand. |
High Revenue Shoppers | Organic shoppers whose total spend exceeds the median. |
High-Value Purchasers | Retarget based on purchase history or LTV. |
Low-Value Purchasers | Build exclusion groups based on low-value customer segments. |
Organic Purchasers | Shoppers who made at least one purchase. |
Organic Repeat Purchasers | Shoppers who made more than one purchase. |
Purchasers (No SnS) | Shoppers who purchased but are not on Subscribe & Save. |
🗓 Timeline, Budget, and Flight Details
Your campaign budget and dates define the first flight of your DSP order.
Budgets can be increased and/or additional flights added later from the Ads Manager.
You'll see an estimated daily spend to help plan pacing.
✅ Next Steps After Loyalty Goal Selection
Choose your strategies
Enter budgets, KPIs, and review defaults
Save your selections to preview your generated line items
Review and customize targeting, inventory, and creatives
Submit your campaign with confidence 🎯
📌 Note: You must include at least one line item per campaign to proceed. You can’t delete all line items, but you may edit, duplicate, or remove individual ones to fine-tune your setup.
🎨 Creative Management During Campaign Creation
When you create a new campaign, Teikametrics automatically associates creatives (the actual display ads) with each line item based on the products you selected.
Here’s how it works:
Automatic Creative Matching:
We identify and apply available creatives from your library of creative assets that correspond to the ASINs you selected during campaign setup. This ensures that the products you want to promote are featured in the ads shown to customers.Preview & Edit:
You can accept the recommended creatives or choose a different one from your creative library.REC Creative Option:
You can optionally generate a new Responsive E-Commerce (REC) creative for your campaign directly within the workflow. Once submitted, this creative becomes immediately available for use in your line items.Creative Requirements:
At least one creative is required for every line item.
You can apply a single creative to all line items at once or customize per line item.
Creatives with a status of “Not Approved” will not appear in the list of eligible creatives during setup.
⚙️ Default System Settings for Campaigns & Line Items
To simplify the setup experience, we apply a set of non-editable default settings behind the scenes. These values are optimized to streamline campaign delivery and maximize performance without requiring manual input.
🔧 Campaign-Level Defaults
Setting | Default Value |
Optimization Strategy | Prioritize spending full budget |
Budget Management | Automate budget allocation |
Unused Budget Handling | Do not change flight budgets |
Budget Cap | Uncapped |
Agency Fees | N/A |
Conversion Tracking (Products) | ASINs entered during product selection |
Off-Amazon Conversions | N/A |
Frequency Cap | Uncapped |
Frequency Group | N/A |
🧱 Line Item-Level Defaults
Setting | Default Value |
Media Type | Display |
Mobile Environment | Web, App |
Inventory – Deals | N/A |
Inventory Groups | N/A |
Targeting – Mobile OS | All |
Targeting – Location | All locations |
Targeting – Daypart | All times |
IAB Categories | N/A |
Domain Exclusions | Set at Advertiser level on Amazon |
Viewability | 40%+ |
Language | N/A |
Device | All Devices |
Orientation | Any |
Fold Position | All |
Native Position | All |
Mobile App | All Mobile Apps |
3rd-Party Pre-Bid | None |
Twitch Suitability | N/A |
Line Item Budget | Automated allocation |
Pacing | Even |
Fees | Applied |
Bidding Priority | Use Order Priority |
Bid Modifiers | None |
These defaults are applied consistently across all campaigns and line items created using Smart Campaigns, helping you get up and running faster without missing critical setup steps. To make changes on campaigns and line items later, you may do so from the Ads Manager.
Still have questions? Reach out to your CSM, contact us via chat, or check out our DSP Campaign Creation Guide to see this step in action.