With the advent of Amazon, PPC advertising has been leveraging its revenue growth strength every year. With every new feature introduced, getting acquainted with what they are and how they work is often challenging for many sellers — especially newbies. Product Targeting is one of the newer additions you should familiarize yourself with right away because it can be a far more powerful tool than Keyword Targeting.
Targeting Products works through either category or ASIN targeting. You can further refine category targeting 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. Sellers can have a competitive advantage by targeting a particular ASIN and getting a bigger market share.
Product Targeting on Amazon is more advantageous than Keyword Targeting because you can target products across all three advertising types: Sponsored Products, Sponsored Brands, and Sponsored Display Ads. You cannot do this with keywords. Keyword targeting is only available for Sponsored Products and Sponsored Brand campaigns. No doubt, it provides an added value to the Product Targeting option. However, it is still a mystery to understand whether Product Targeting or Keyword Targeting occupies maximum placements throughout the amazon.
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, Fixed Bid). The Sponsored Brand advertisement further asks either to set 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. 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. A particular product can only be displayed between the Product Detail Page rather than any specific placement (e.g., middle of the Product Page).
Back in the days when sellers were only allowed to target keywords, a few understood the significance of ASIN. As a result, ASINs were targeted as a Keyword in the Campaign and/or Backend section. From this understanding, anyone may conclude that Amazon is closely monitoring the seller’s activity as it does with the customers. Amazon is just fulfilling sellers’ wishes along with it’s increasing market share.
You can perform a new form of product targeting through PPC Campaigns, and this diverse formula is only offered through Liazon Marketing. With it, you can see profound results in as little as 2-4 weeks through aggressive PPC Campaign strategies instead of spending months to locate a perfect product to Target.
For more information on this innovative strategy, please email us @ sanjaywadhwani@liazonmarketing.com