Amazon has introduced a new feature “Product Targeting” for Sponsored Products. With this new feature which is available for manual campaigns only, you can target your ads by ASIN or product category. It means that the customer can see an ad pertinent to the category instead of the search term. Now you have more control over your ads like when and where your ads will appear.
Amazon says that “Product targeting allows you to choose specific products, categories, brands, or other product features that are similar to the product in your ad. Use this strategy to help shoppers find your product when browsing detail pages and categories or when searching products on Amazon”.
You will experience this new targeting method similar to Product Display Ads. The main difference is that Product Display Ads allow you to advertise one ASIN per campaign; however, in Product Targeting you can advertise either a single ASIN or multiple ASINs.
Manual Product Targeting Types:
You can create ad by selecting the targeting options from the following:
- Category Targeting
- Individual Product Targeting
In the Category Targeting option, Amazon will suggest a list of relevant categories based on your product. If you discover the appropriate category just click “target “else you can “refine” the category further. Once you click “refine”, you will have these options:
You can display your ads by targeting specific brands. You now have the option to leverage the visibility of larger brands by targeting competitor ASINs.
- Price Range
This option helps you target high priced products. It allows you to show your product’s ad more effectively to potential buyers.
- Review Star ratings
This option allows you to target products with lower ratings and reviews. If your listings have better reviews than that of a similar product, you can target that ASIN by rating to increase your conversion.
Make sure that you are not going too narrow or too broad while targeting a particular brand, price range, and star rating.
Individual Product Targeting
In this Tab, you can target suggested individual products or you can search for a specific product by its name, ASIN, or SKU. You can also upload or enter the list of products by its name, ASIN, or SKU. The main advantage is that you can set your bids based on each targeted ASIN.
What to Choose: Category Targeting or Individual Product Targeting
Category Targeting increases visibility so it can be a good option when you want to build brand awareness.
Individual Product Targeting allows you to reach your target audience with a more accurate approach. You can choose this option when you know which ASINs are commonly showing up alongside your product.
Amazon has introduced a new option negative product targeting. In this option, you have an opportunity to exclude certain brands or products if you don’t want to show your ads for them.
Advantages of Product Targeting
Brand or Product Launch
When you have launched a new product, you can’t predict which keyword is going to work best. Hence, you can promote your brand through product targeting based on similar brands.
If you know which brands or products are your competitors, target those products and advertise against them to gain market share from them.
This new product targeting feature for Sponsored Products can help enhance your sales. It could be exciting and profitable if you explore this new functionality and keep monitoring the performance of the campaign by running regular targeting reports. The Targeting Report was previously called Keyword Report. This report now includes data from targeted categories and products. Take advantage of new Amazon ads evolution and refine your targeting option to be successful.