The Amazon Advertising Campaign I Almost Ignored: A Beginner's Guide to Views Remarketing, Audiences, NTB, ROAS, and Other Terms Every Seller Should Know

 As a small business owner, I spend most of my time creating products, managing orders, handling customer messages, updating listings, and trying to learn marketing one step at a time.

                                            

For a long time, I believed Amazon advertising meant only one thing:

People search for a keyword → My product appears → They click → Hopefully they buy.

Then I discovered another type of campaign hidden inside Amazon Advertising.

A campaign that doesn't focus on keywords.

A campaign that focuses on people.

People who have already shown interest.

People who viewed similar products.

People who browsed competitor listings.

People who almost bought but didn't.

This type of campaign introduced me to terms like Views Remarketing, Audiences, DPV, NTB, ROAS, and many more.

If you're a seller who feels overwhelmed by advertising reports, this guide is for you.

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What Is Views Remarketing?

Imagine a shopper visits Amazon and looks at a marble bowl, fountain, planter, or home décor item.

They spend a few minutes browsing but leave without buying.

Amazon remembers that interaction.

Views Remarketing allows your ads to be shown again to shoppers who have previously viewed products similar to yours.

Instead of waiting for a new search, Amazon helps bring interested shoppers back into the buying journey.

This is why many sellers consider remarketing one of the most powerful advertising strategies available.

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What Is an Audience Campaign?

Keyword campaigns target searches.

Audience campaigns target people.

Instead of saying:

"Show my ad when someone searches marble bowl"

You are saying:

"Show my ad to shoppers who have demonstrated certain behaviors."

Examples include:

• Viewed similar products
• Viewed competitor products
• Interested in home décor
• Interested in gardening
• Interested in kitchen organization
• Recently browsing related categories

Amazon groups these shoppers into audiences.

You then advertise directly to those groups.

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What Does NTB Mean?

NTB stands for New-To-Brand.

This is one of the most important metrics for growing a business.

If a customer buys your product and has never purchased from your brand before, Amazon counts them as New-To-Brand.

Example:

You receive:

• 5 orders
• 4 NTB orders

This means 4 customers are discovering your brand for the first time.

High NTB percentages often indicate healthy brand growth.

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What Is ROAS?

ROAS stands for Return On Ad Spend.

This tells you how much revenue your advertising generated.

Formula:

ROAS = Sales ÷ Advertising Spend

Example:

Spend = ₹500

Sales = ₹5,000

ROAS = 10

Meaning every ₹1 spent generated ₹10 in sales.

Higher ROAS generally indicates a more efficient campaign.

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What Is ACOS?

ACOS stands for Advertising Cost of Sale.

Formula:

ACOS = Ad Spend ÷ Sales × 100

Example:

Spend = ₹500

Sales = ₹5,000

ACOS = 10%

This means you spent 10% of your sales revenue on advertising.

Many profitable sellers focus heavily on ACOS when evaluating campaigns.

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What Is CPC?

CPC means Cost Per Click.

This tells you how much you pay each time someone clicks your ad.

Example:

Spend = ₹100

Clicks = 20

CPC = ₹5

Lower CPC can help stretch advertising budgets further, although quality of traffic matters more than cheap clicks.

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What Is CTR?

CTR means Click Through Rate.

Formula:

CTR = Clicks ÷ Impressions × 100

Example:

10,000 impressions

100 clicks

CTR = 1%

CTR helps measure how attractive your ad appears to shoppers.

Low CTR may indicate:

• Weak main image
• Unclear title
• Pricing concerns
• Strong competition

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What Are Impressions?

An impression occurs whenever Amazon displays your ad.

Even if nobody clicks.

Example:

Your ad appears 10,000 times.

You receive 30 clicks.

Your campaign generated:

• 10,000 impressions
• 30 clicks

Impressions help measure visibility.

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What Are Detail Page Views (DPV)?

DPV stands for Detail Page Views.

This metric measures visits to product pages.

In audience campaigns, DPV can be a valuable signal.

A campaign may generate many page visits before actual purchases occur.

This is especially common for:

• Handmade products
• Home décor
• Furniture
• Premium gifts
• High-ticket items

Many shoppers compare products before purchasing.

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How To Create a Views Remarketing Campaign

Step 1

Open Amazon Advertising Console.

Step 2

Create Campaign.

Step 3

Select Sponsored Display.

Step 4

Choose Audiences.

Step 5

Choose Views Remarketing.

Step 6

Select products to advertise.

Step 7

Set daily budget.

Step 8

Launch campaign.

Amazon will begin finding relevant shoppers automatically.

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Why Many Small Sellers Ignore These Campaigns

Most beginners focus only on:

• Keywords
• Search terms
• Exact match campaigns

These are important.

But audience campaigns often help recover missed opportunities.

Sometimes a shopper needs multiple exposures before purchasing.

Remarketing helps create those additional opportunities.

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How To Control These Campaigns

Monitor:

CTR

Indicates ad attractiveness.

CPC

Shows traffic cost.

ACOS

Shows profitability.

ROAS

Shows revenue efficiency.

NTB

Shows brand growth.

Orders

Shows actual conversions.

Sales

Shows business impact.

Never judge campaigns solely by clicks.

Always examine profitability.

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Common Beginner Mistakes

Turning Campaigns Off Too Early

Many audience campaigns require time to gather data.

Focusing Only on CPC

Cheap clicks do not guarantee sales.

Ignoring NTB Metrics

Brand growth often comes from first-time customers.

Making Daily Changes

Frequent adjustments can disrupt campaign learning.

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My Biggest Lesson

Amazon advertising is not only about ranking for keywords.

It is also about understanding customer behavior.

Some shoppers search.

Some browse.

Some compare.

Some leave and return later.

Views Remarketing helps reconnect with shoppers who have already shown interest.

For small businesses and handmade brands, this can become an important part of long-term growth.

The more you understand the language of advertising reports, the easier it becomes to make informed decisions instead of guessing.

And sometimes, a single campaign can teach more about customer behavior than months of watching impressions and clicks.