What is a MMT (Matched Market Test)?
Matched Market Tests measure a media experiment at the geographic level, which reveal a more complete picture
It is the most common and simple way to measure the incremental impact of media on a client’s business
There are two different types of MMTs: Growth & Holdout
There is NO ability to run either type of MMT for Amazon Search (Amazon does not allow for geo-level targeting OR geo-level reporting for Amazon Search ads. Amazon DSP ads are able to target and report at the geo level, and therefore qualify for MMTs.
For all Amazon DSP MMTs, we measure in-platform data alongside Amazon Mixed Media Model data at the geo level to measure Amazon total business sales before, during, and after the MMT.
Work with the Retail Marketing team > Partner Advertising Manager to request Mixed Media Model data for your brand during the time frame before, during, and after the MMT. The AM is responsible for working with the Retail Marketing/data science teams to get the MMM data request into Amazon at least 3 weeks before the MMT launch and ensure the total sales data will be accessible for your brand.
Types of MMTs
Growth MMTs: Spend is increased in the test market(s) - newer to PDM, we’re able to run Growth MMTs for Amazon DSP and measure performance alongside total Amazon business data
Holdout MMTs: Spend is decreased in the test market(s) - all MMTs we’ve ran so far for Amazon DSP clients have been Holdout MMTs
Amazon DSP Growth MMTs
Running a Growth MMT
The first step is making sure your client is aligned with running a Growth MMT - this is the AM’s responsibility
Since Growth MMTs are ran in an Awareness campaign type focus, you will not see Revenue or ROAS in-engine - it is very important that the client is aware that they will not see Revenue or ROAS in-engine
Once the client is onboard with running an MMT, the AM is responsible for working with the media planning/data science teams to get the test markets & recommended budget
The AM should share the budget with you to ensure it is enough to run the Growth MMT - if they don’t reach out with the budget, make sure you ask them for review
Once the budget and test markets are finalized, build out the Growth MMT campaign
Growth MMT Campaign Build
Growth MMTs should run in an Awareness/Consideration campaign type
Most often, the MMT budget is enough to support only 1 campaign. In this case, you would run the below campaign structure for your Growth MMT:
Run an Awareness / Consideration campaign
Retain the consistent 3PX and O&O inventory Order structure (4 line items, splitting Desktop & Mobile inventory)
MMT daily budget would be split equally across all 4 line items
These 4 line items (1 order) should target only the test markets provided by the PDM team and include lifestyle/in-market targeting that aligns with the brand’s audience demographic
Exclude both brand purchasers and brand viewers to target exclusively new-to-brand user awareness
Run a Purchase campaign
Retain the consistent 3PX and O&O inventory Order structure (4 line items, splitting Desktop & Mobile inventory)
MMT daily budget would be split equally across all 4 line items
These 4 line items (1 order) should target only the test markets provided by the PDM team and include lifestyle/in-market targeting that aligns with the brand’s audience demographic
Target only brand viewers OR individual product viewers, depending on the focus of the MMT’s goals
Are we measuring total brand lift or lift across particular products within the MMT? Use this strategy to influence your Purchase campaign audience (ASIN viewers or brand viewers)
Exclude brand purchasers to target exclusively new-to-brand sales acquisition
If your MMT budget is sufficient enough to support more than one campaign, run the below campaign structure consisting of two campaign types for your Growth MMT with the applicable budget splits:
Budget that is sufficient for this approach: Greater than or equal to ~$30k over an 8-week test
If possible, we recommend a 12 week test with a ~$45k budget
Campaign #1: Awareness/Consideration campaign (~70% of total MMT budget)
% of MMT daily budget would go towards an equal split across all 4 line items in the upper funnel campaign
This one ad group should target only the test markets provided by the PDM team and include interest/behavior targeting that aligns with the brand’s audience demographic
Campaign #2: Purchase campaign (~30% of total MMT budget)
% of MMT daily budget would go towards an equal split across all 4 line items in the bottom funnel campaign
This one ad group should target only the test markets provided by the PDM team and include brand/ASIN retargeting that aligns with the brand’s goals
Is the goal of the MMT to measure total brand growth, or growth of a particular product/set of products? This will influence whether you should target individual ASIN retargeting segments or brand viewer segments in your Purchase campaign
Exclude brand purchasers to target exclusively new-to-brand sales acquisition
Amazon DSP Holdout MMTs
Running a Holdout MMT
Holdout MMTs should run in an Awareness/Consideration and Purchase campaign type
Ideally, Holdout MMTs have the same full-funnel campaign strategy as Growth MMTs. Often, the MMT budget is enough to support only 1-2 campaigns. In this case, you would run the below campaign structure for your Holdout MMT:
Run an Awareness / Consideration campaign
Retain the consistent 3PX and O&O inventory Order structure (4 line items, splitting Desktop & Mobile inventory)
MMT daily budget would be split equally across all 4 line items
These 4 line items (1 order) should target only the test markets provided by the PDM team and include lifestyle/in-market targeting that aligns with the brand’s audience demographic
Exclude both brand purchasers and brand viewers to target exclusively new-to-brand user awareness
Run a Purchase campaign
Retain the consistent 3PX and O&O inventory Order structure (4 line items, splitting Desktop & Mobile inventory)
MMT daily budget would be split equally across all 4 line items
These 4 line items (1 order) should target only the test markets provided by the PDM team and include lifestyle/in-market targeting that aligns with the brand’s audience demographic
Target only brand viewers OR individual product viewers, depending on the focus of the MMT’s goals
Is the goal of the MMT to measure total brand growth, or growth of a particular product/set of products? This will influence whether you should target individual ASIN retargeting segments or brand viewer segments in your Purchase campaign
Exclude brand purchasers to target exclusively new-to-brand sales acquisition
If your MMT budget is sufficient enough to support more than 1-2 campaigns, run the below campaign structure consisting of two campaign types for your Holdout MMT with the following budget splits:
Budget that is sufficient for this approach: Greater than or equal to ~$30k over an 8-week test
If possible, we recommend a 12 week test with a ~$45k budget
Campaign #1: Awareness/Consideration campaign (~60% of total MMT budget)
% of MMT daily budget would go towards an equal split across all 4 line items in the upper funnel campaign
This one ad group should target only the test markets provided by the PDM team and include interest/behavior targeting that aligns with the brand’s audience demographic
Campaign #2: Purchase campaign (~40% of total MMT budget)
% of MMT daily budget would go towards an equal split across all 4 line items in the bottom funnel campaign
This one ad group should target only the test markets provided by the PDM team and include brand/ASIN retargeting that aligns with the brand’s audience demographic
Exclude brand purchasers to target exclusively new-to-brand sales acquisition