Keyword and product targeting
By targeting keywords and products, you can determine in which scenarios your ad can serve impressions.
Keyword and product targeting options vary depending on the advertising campaign type that you’re using. Sponsored Products and Sponsored Brands campaigns have both keyword and product targeting available. Sponsored Display
has only product targeting. In addition, Sponsored Display campaigns can be configured to reach audiences off Amazon across third-party publishers.
Keyword targeting
Keyword targeting allows you to choose keywords to show your products in customer searches and detail pages. Use this strategy when you know the search terms that shoppers use to search for products similar to yours.
For example, if your product is a phone case, you may choose the keyword “phone case.” When a shopper searches for a product with the search term “phone case,” your ad is eligible to show in search results and detail pages.
For authors and book vendors, we recommend initially choosing a range of keywords from broad to specific in your campaigns. Choose broad terms describing your book and your overall category (example: eBook Best Sellers, Great Authors), relevant genres (example: Women Authors, Classics), similar authors or publishers (example: Charlotte Brontë, Penguin Classics), terms, or themes.
Product targeting
Product targeting allows you to choose specific products, categories, brands, or other product features that are relevant to the product in your ad. Use this strategy to help shoppers discover your product when browsing detail pages and categories, or for Sponsored Products and Sponsored Brands, when searching products on Amazon. You can target categories and products individually or target a combination of categories and brands in the same campaign.
To help you get started, we provide targeting recommendations under the Suggested tab in the Product targeting section. To prevent unwanted impressions, you can specify a negative list of brands and ASINs that the ad won’t be matched to.
For example, if your advertised product is a “Brand A” shoe for women, you can target the “women’s running shoes” category for all search results and detail pages that are relevant. You may also target the brand “Brand B” because it’s a brand similar to “Brand A,” or target price points, star reviews, or variations of similar products.
Categories tab
In the Categories tab, you can target suggested categories that are based on relevance to your product. You can also search by category or browse the categories listed below the search field.
Additional refining categories are available for Sponsored Products, Sponsored Brands, and Sponsored Display:
Sponsored Products and Sponsored Display: You can refine categories by brand, price range, review star ratings, and Prime shipping eligibility. In addition, in the Toys & Games category, you can refine by the product’s age range. For the Books and eBooks, you can refine by genre.
Sponsored Brands: You can refine categories by brand, price range, and review star ratings.
Individual products tab
In the Individual products tab, you can target suggested individual products that are similar to the product in your ad. You can also search for specific products in the search field.
Expanded product targeting
In Sponsored Products, you can expand the product targeting to additional closely related items. To do so, make sure to check the Expanded box next to the targeted ASIN. Amazon automatically updates the products targeted daily to ensure the most performant and relevant items are targeted. This way, expanded product targeting helps you discover additional products related to the items you’re already targeting. The impressions, clicks, and conversions generated by the expanded targets will be visible in the Search term report.
