How to Use Amazon’s Product Targeting for PPC Ads
Amazon’s Product Targeting feature in Sponsored Products and Sponsored Display campaigns allows advertisers to place their ads on specific product detail pages and within relevant product categories. Instead of relying solely on keyword targeting, product targeting enables sellers to directly compete with similar or complementary products, increasing visibility and conversions.
Understanding Amazon’s Product Targeting
Product targeting helps you:
•Appear on competitor product pages to capture their potential buyers.
•Display ads on complementary product pages, influencing cross-sells and upsells.
•Target specific brands, categories, and ASINs (Amazon Standard Identification Numbers) to refine ad placements.
•Gain exposure in niche product segments where competition is lower.
Step 1: Choosing the Right Amazon PPC Campaign for Product Targeting
Amazon offers two main ad types that support product targeting:
1. Sponsored Products (Best for Driving Sales on Product Pages)
•Targets specific ASINs (competitor or complementary products).
•Allows category-based targeting to show ads in relevant product categories.
•Ads appear on product detail pages and search results.
2. Sponsored Display (Best for Retargeting & Brand Visibility)
•Reaches shoppers who have viewed or purchased related products.
•Supports ASIN, category, and audience targeting.
•Expands visibility across Amazon and external websites.
Step 2: Selecting Product Targeting Options
When setting up a Sponsored Products or Sponsored Display campaign, you can choose from the following targeting options:
1. ASIN Targeting (Competitor or Complementary Products)
•Choose specific competitor ASINs to appear on their product pages.
•Select complementary ASINs (e.g., running shoe ads on running socks pages).
•Helps capture ready-to-buy shoppers already looking at similar products.
2. Category Targeting (Broader Audience Reach)
•Targets entire product categories instead of individual ASINs.
•Refine targeting by filtering products based on brand, price range, or ratings.
•Useful for scaling campaigns and finding new potential customers.
Step 3: Finding the Best Products to Target
To maximize success with product targeting, carefully select the ASINs and categories you want to target.
1. Target Competitor ASINs with High Traffic but Weak Listings
Look for competitor products with:
•Higher prices (buyers might switch to your more affordable option).
•Lower ratings (your product can stand out with better reviews).
•Limited stock or variations (customers may prefer your wider selection).
2. Target Complementary Products
•Advertise wireless earbuds on smartphone listings.
•Promote yoga mats on fitness clothing pages.
•Helps drive cross-sells and upsells.
3. Use Amazon’s Search Term Reports
•Identify top-performing keywords and find the ASINs they relate to.
•Add best-converting ASINs to your product targeting campaign.
4. Analyze Competitor Listings
•Check frequently bought together and sponsored product suggestions to find potential ASINs.
Step 4: Setting Competitive Bids for Product Targeting
•Start with moderate bids to test which ASINs perform best.
•Increase bids for ASINs generating high conversions.
•Lower or pause bids for ASINs with low CTR or high ACOS.
•Adjust bids based on placement performance (e.g., product pages vs. search results).
Step 5: Optimizing Product Targeting Campaigns
Once the campaign is running, monitor and refine it regularly.
1. Track Performance Metrics
•Click-Through Rate (CTR): Low CTR means your ad may not be relevant or competitive.
•Conversion Rate (CVR): High CVR means shoppers find your offer appealing.
•Advertising Cost of Sales (ACOS): Optimize to ensure profitability.
2. Use Negative Targeting
•Exclude underperforming ASINs that get clicks but no sales.
•Filter out irrelevant categories that don’t match your product.
3. Scale Successful Targeting Strategies
•Increase bids on ASINs driving the most conversions.
•Expand to more competitor and complementary ASINs based on performance data.
•Test different product categories for additional exposure.
Final Thoughts
Amazon’s Product Targeting is a powerful PPC strategy for increasing visibility, stealing competitor traffic, and boosting conversions. By strategically selecting competitor ASINs, complementary products, and relevant categories, sellers can improve ad performance and maximize sales potential. Regular monitoring, bid adjustments, and optimization are key to making product targeting campaigns successful.