Amazon PPC Advertising continues to evolve with each passing year since its inception. With every new feature introduced, such as the new targeting products ability for PPC campaigns, getting acquainted with what they are and how they work is often challenging for many sellers – especially for newbies. PPC Product Targeting is one of its newer additions and can be a far more powerful tool than traditional Keyword Targeting through PPC.
Targeting Products can be accomplished either through Category or ASIN targeting. Amazon Category Targeting can be even further refined based on brand, price range, review star ratings, and shipping type (Prime or non-Prime eligible). Utilizing this refined filter can make a huge difference in sales velocity with careful observation. By ASIN Targeting, sellers can have a competitive advantage through market shares.
AMAZON CAMPAIGN TYPES
Product Targeting on Amazon is more advantageous than Keyword Targeting in that you can target products across all three advertising platforms: Sponsored Products, Sponsored Brands, and Sponsored Display Ads.
TYPES OF CAMPAIGN TYPES FOR PRODUCT TARGETING
You cannot do this with keywords. Keyword targeting through PPC is only available for Sponsored Products and Sponsored Brand campaigns. No doubt, it provides an added value to the Product Targeting option. However, keep in mind that the proportion at which Product Targeting vs. Keyword Targeting dominates placement on Amazon’s pages is still a mystery.
TYPES OF AMAZON BIDDING STRATEGIES
Bidding Strategies differ from campaign type-to-type when enlisting the Product Targeting option. For Sponsored Display, the Bidding Strategy is Down only (Dynamic Bids – down only), whereas Sponsored Product campaign types allow choosing any Bidding Strategy (Down only, Up & Down, or Fixed Bid). For Sponsored Brand advertisement, it further asks either to set a custom bid adjustments (percent increase or decrease) or to allow Amazon to automatically optimize bids for placements other than the Top of Search.
Product Targeting also varies (campaign type) in Ad Placements which are generally triggered by different target types (Keywords, ASIN, Videos). Sponsored Product is the only campaign type that allows users to target Top of Search (ToS) and Product Pages. In fact, Top of Search (ToS) is the only single unit placement that Amazon has ever allowed bidding. Otherwise, every other placement (Product Page, Rest of the Search) is offered as a group. Take the Product Page as an example, where a particular product can only be displayed below the Product Detail Page rather than being able to choose specific placement, like below:
Back in the days when sellers were only allowed to target keywords, a few were able to understand the significance of targeting ASINs. As a result, ASINs were being targeted as a Keyword in the Campaign and/or Backend section. With the introduction of product targeting and Sponsored Display ads, there are more options than ever to be found on multiple SERPS and product pages both on and off of Amazon. Through this, we may arrive at the conclusion that Amazon is closely monitoring seller’s activity just as closely as it does with customers. Amazon is just fulfilling sellers’ wishes along with it’s increasing market share.
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