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Precision in Outreach:

Targeted Marketing

CCPRO 2025 Conference

San Diego, CA

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AMAZON CONFIDENTIAL

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Hello [Again], CCPRO!

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Pricilla Chooy

Senior Account Executive

Amazon Local Ads

Dr. France Magtira-Cruz�Communications and Marketing Coordinator�MiraCosta College

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MiraCosta College + Amazon Ads

Partnership Overview
What Did We Learn?
What’s Next?
How Does This Apply to You?

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Partnership Overview

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Campaign Structure and Targeting Strategy

Spend by Channel

1st

Year of Partnership

4

Channels

$30K

Spend

5.4M

Impressions

Twitch - 1%

OTT - 25%

Web Video - 34%

Display - 40%

Precise Targeting

Adults 25+, excluding college grads & high earners
Households with high schoolers (14–18)
People who saw a MiraCosta ad on Amazon
Visitors to the MiraCosta website

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Results: Reach, Engagement, and Cost

Amazon Ads successfully boosted awareness, interest and sign ups for MiraCosta College at efficient CPAs.

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5.4M

Delivered across all placements.

Page Views

Unique Reach

Conversions

Frequency

358.3K

Impressions

29.4k

$1.02 CPA

304

$98.68 CPA

15.3x

Source: Amazon 1P, Oct 1 – Dec 31 2024

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Queries

1,141

$26.29 CPA

(Sign Ups & Applications)

(Contact & Search)

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Impact on Enrollment Interest and Actions

+12%

San Elijo Campus

+2% District-Wide

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304

$98.68 CPA

15.3x

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What Did We Learn?

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Audience Insights: Who Engaged and What Worked

Source : Internal campaign performance

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Young Adults (18–24)
Parents (Ages 45–64)
Households with High School or College-Age Students
Multi-adult households (5+ adults)

Most Responsive Audiences

In-market for:

College-age products
Non-fiction books

Interested in:�Prime Video content geared toward teens/young adults

Effective Target Segments

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Audience Insights: Who Engaged and What Worked

“College Smarter” Leaderboard and Skyscraper (banner-style) formats�
Clean visuals and clear “College Smarter” messaging�
Outperformed other formats with lower CPAs:

Leaderboard: $0.60
Skyscraper: $0.68

Strongest Performing Ad Creatives

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Top-Performing Ad Formats and Messaging

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OTT and Display Drove Awareness and Conversions

Page View CPA*

Twitch – $2.31

OTT - $0.82

Web Video - $1.70

Display - $0.83

Contact CPA*

Twitch - $418.70

OTT - $11.41

Web Video - $46.58

Display - $59.99

Conversion CPA*

Twitch - $418.70

OTT - $57.22

Web Video - $242.06

Display - $84.56

+Over-The-Top

*cost per action

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What’s Next?

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Key Recommendations

Continue Running OTT, Web Video & Display To Drive Full Funnel Impact

Users exposed to OTT & Display deliver highest cost efficiencies for awareness and conversion. Web Video is working to drive enquiries about MiraCosta classes.

Extend OTT Reach With FireTV Display Placements

Positive performance from OTT campaigns show potential in leveraging new TV placements. Test cost-efficient FireTV Feature Rotator to improve overall performance.

Remove Twitch for Q1

Twitch did not turn out to be the right platform for Education outreach.

Optimize Towards Better Performing Audiences

Use Q4 campaign data to optimize.

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Key Takeaways

Targeting That Worked�

Built on What We Already Do�

Try New Things & Adjust w/ Purpose�

Let Data* Be Your Guide

*and your extended team

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The most prominent placement on the Fire TV home screen, Feature Rotator engages viewers the moment they turn on the Fire TV, extending reach to SMUD customers

Focus is on the interactive “Learn More” button. After a pause, the initial static imagery is replaced with full-screen autoplay video, with audio enabled which keeps the user engaged.
Strong complement to Prime & STV campaigns due to minimal overlap.

Broader Reach with FireTV Feature Rotator

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Performance+ (Powered by Amazon AI)

Beta features available in this program include; Predictive audience segments, custom reporting based on conversion definitions selected by the client, use of new optimization tools in Amazon DSP including Bid Modifiers and bidding models.

Benefits

Provide high performing programmatic solutions for Amazon DSP advertising campaigns with

off-Amazon.com conversions by leveraging exclusive signals and technology.

beta program

Improved CPA performance
Custom Predictive Audiences
Early access to new products
Support from Amazon data science and product teams
Transparency into campaign set up and brand safety control

PC

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How Does This Apply to You?

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PRECISION IN OUTREACH:

If you're already doing digital,

we can help you target more precisely.

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Receive 50% added value on Feature Rotator & Display spend.

Drop by our booth to schedule a call.

*Offer valid during 2025 CCPRO event only.

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Thank You

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