Boost Amazon Results with Smarter Product Targeting Strategies

Product Targeting, when done right, is one of the best opportunities within the Amazon Sponsored Ads ecosystem. It follows keyword targeting and can sometimes outperform generic or competitor keywords.

In more than 90% of the accounts we see, over 60% of the ad spend is allocated to keyword targeting, with the remaining portion split between Product Targeting, Category Targeting, and Audience Targeting.

Search placement CPCs are by far the highest on Amazon. If you're looking to avoid these costs but still reach users who searched for your category keywords and clicked on a competitor’s product, Product Targeting on competitor product pages offers a great alternative.

Reasons to Use ASIN Exact & Expanded Targeting Across SP, SB & SD (in SD, this is under contextual targeting)

• Lower CPC than search CPC

• Highly relevant targeting, similar to search

• Protection for your product page from competitors

• Micro-targeting based on lower price, reviews, and competitor ratings

• ASIN expanded targeting allows for harvesting more relevant competitor ASINs

• Amazon users are natural window shoppers who like to explore

• Free visibility - you only pay if someone clicks

How to Find ASINs to Target

• Use the Top Search Term report to find the highest-clicked and converted ASINs

• Target top-ranking bestsellers

• Target ASINs that are advertising on your keywords

Winning Strategies for Product Targeting

• Identify lower-priced ASINs and add them to separate campaigns

• Avoid using ASIN Exact & Expanded in the same campaign

• Keep brand and competitor ASINs in separate campaigns

• Group products in the same category within one ad group

• Limit campaigns to one ad group

• Actively negate non-performing ASINs

• Harvest ASINs from the Search Term report

• Monitor your brand and competitor ASINs split

• Target ASINs with deals against non-deal ASINs

Final Thoughts

Don’t generalize your targeting. Instead, explore and test extensively, testing is key to success in advertising.

In Hector, we provide an instant view of Product Targeting performance. We show metrics like spend, revenue, ROAS, and more, broken down by targeting type, with an automatic split between brand and competitor ASINs.