How to Run Effective Amazon Product Targeting Campaigns: Case Study & Strategy
Angela Yuan, November 18, 2020
This post was originally published on the Sellics blog. Any references to Sellics and/or Sellics software, missing/broken images and links will be updated soon.
Amazon recently rolled out new product targeting capabilities for Sponsored Product ads. Sponsored Products are Pay-per-Click (‘PPC’) ads that appear in organic search results and on Amazon product detail pages.
If you’re running Amazon PPC ads, you’ll know Sponsored Products continue to be the most popular (and lucrative) advertising format available on Amazon, used by both sellers and vendors to drive traffic to their product detail pages.
With the rollout of the new Amazon Product Targeting features in Sponsored Products, you will now have more opportunities for profit and ACoS optimization and to refine where you want your ad to appear on Amazon.
Looking for more Amazon PPC background, data, and insights?
Whether you’re interested in a high-level analysis of Amazon Advertising, a detailed look at recent marketplace trends, or a deep dive into the nuances of specific product categories, our 2022 Amazon Advertising Benchmark Report can help you gain insight into the Amazon PPC landscape.The report is based on a comprehensive analysis of over 2 million Sponsored Products campaigns and you can download it for free today. GET THE INSIGHTS
Case Study: Where do Sponsored Products ads appear when using Amazon Product Targeting?
We conducted our test experiments with the help of an Amazon seller running active Product Targeting campaigns. We examined the data in their Seller Central Placement Report – a useful report for advertisers which shows the ad impression distribution between Product Detail Pages, Top of Search, and ‘Other on Amazon’.
PRODUCT DETAIL PAGE
OTHER ON AMAZON
TOP OF SEARCH
Where do Sponsored Products ads appear when using Amazon Product Targeting?
According to the Placement Report, the seller’s Sponsored Products ad was displayed on Amazon product detail pages:
91.7% (with Category targeting)
84.9% (with ASIN targeting)
91.6% (with Brand targeting)
But the ad was also displayed to customers in other ad placements on Amazon, including top of search results.
Sponsored Product ads with Amazon Product Targeting are mostly displayed on Amazon product detail pages. However, a small percentage of your ad impressions will also occur in other ad placements on Amazon. Based on our understanding of the mechanics of this new manual Amazon targeting feature, we have devised several strategies to help sellers and vendors leverage this new feature to optimize their advertising efforts on Amazon.
Strategy: Amazon Product ASIN Targeting
The new Product ASIN Targeting features present interesting opportunities for advertisers on Amazon, with a huge number of strategic possibilities available. Within the new manual targeting capabilities, you can fine-tune your PPC campaigns to target categories, brands, and ASINs. You also have new ways to refine your automatic campaigns.
We’ve devised different strategies for Amazon Category Targeting, Brand Targeting, and ASIN Targeting on Amazon. Some of the strategies we recommend can be applied to any type of product. Other strategies are very product-type specific, and will only work for certain product types, or if you have a certain portfolio of products.
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PART 1: How to use ASIN Amazon Targeting
The ASIN Targeting feature enables you to target specific ASINs you want your ad to show up for. There are many ways you can leverage this feature in your PPC strategy, and we’ve outlined our top recommended strategies below:
A) Find high & low performing ASINs in your Automatic Campaign report
Step 1: Find top performing ASINs and target them manually
Identify the ASINs with the highest conversion rate (and lowest ACoS) in your Automatic Campaign report and target them manually. You can use Excel to open your Sponsored Products Search Term Report, and filter for a list of high converting ASINs (under ‘Customer Search Term’ column) you wish to target.
Note: If you’re using Excel and Seller Central, you can use Convertcase.net