Question: An advertiser aims to expand their reach to new potential customers. Their current Sponsored Products campaigns are driving strong sales, but primarily from existing customers. Which strategy would most likely help achieve their goal of reaching new audiences?
- Increase budget on existing Sponsored Products campaigns
- Switch entirely to Sponsored Brands campaigns
- Implement a Sponsored Display campaign with lifestyle audiences
Explanation
Sponsored Display can help expand beyond shoppers already captured by lower-funnel keyword campaigns. Lifestyle audiences support awareness and consideration by reaching groups defined by broader interests and shopping behaviors. This makes the strategy better suited for finding new potential customers than only increasing spend on campaigns already converting existing buyers. Adding audience-based display activity creates a broader reach path while keeping sales-driving campaigns active.
Why the other options are incorrect
Sponsored Products is incorrect because increasing the same campaign budget may continue reaching mostly existing high-intent shoppers.
Sponsored Brands is incorrect because switching entirely removes a proven sales channel instead of adding a complementary reach strategy.
Source for verification
https://advertising.amazon.com/solutions/products/sponsored-display
https://advertising.amazon.com/library/guides/market-segmentation
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