Amazon’s sponsored ads have a vast range of targeting options to reach prospective customers on the Amazon marketplace. Selecting the most suited targeting options helps you achieve your campaign objectives efficiently, which is why partnering with an expert amazon ads management company can be invaluable.
This article introduces you to both automatic and manual targeting options and how professional amazon ads management services can optimize these choices to maximize your advertising ROI.
Automatic Vs Manual Targeting with Amazon Ads
Sponsored Product campaigns offer options for manual or automatic targeting. Keyword targeting is available for both Sponsored Brands and Sponsored Products, while manual targeting by ASIN (Amazon SKU) or category are additional options available.
Automatic targeting is especially useful for new advertisers or when promoting a new product category. Experienced amazon ads management teams often recommend starting with automatic targeting before shifting to manual targeting to bid more competitively and gain more control over ad spend.
Automatic Targeting Options
Automatic targeting settings allow Amazon to match your ads with keywords and products similar to the item in your advert. These matches are based on customer shopping searches related to your product details.
This approach is particularly effective when:
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Launching a new product in a different category
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Expanding reach beyond current targeting
Note: Automatic targeting is only available for Sponsored Products, not Sponsored Brands.
The four automatic targeting options include:
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Close match: Ads show for search terms very closely related to your products
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Loose match: Ads show for loosely related search terms
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Substitutes: Ads appear to people viewing product detail pages similar to yours
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Compliments: Ads show to customers viewing products that complement yours
Manual Targeting Options
Manual targeting lets you choose specific keywords, ASINs, or categories to target, allowing for precise control over your ad campaigns. This is ideal when you have a clear understanding of your customer’s search behavior.
For sellers and vendors seeking advanced control, amazon ads management services often focus on manual targeting to optimize bids and improve campaign performance.
Keyword Targeting & Match Types
Amazon ads support broad, phrase, and exact keyword match types, similar to Google Ads. Using the right keyword strategy is crucial and often handled expertly by an amazon ads management company to ensure optimal targeting without wasted spend.
Product Targeting
Exclusive to Sponsored Products, product targeting offers control by allowing ads to appear on specific product detail pages or categories. This feature is a favorite tool in professional Amazon ads management for driving highly relevant traffic.
Why Choose an Amazon Ads Management Company?
Given the complexity of Amazon’s advertising ecosystem, leveraging professional amazon ads management services ensures that your campaigns use the right mix of automatic and manual targeting options. A dedicated amazon ads management company can help you:
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Develop tailored strategies based on your product and market
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Continuously optimize bids and targeting options
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Analyze campaign performance and adjust tactics accordingly
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Reduce wasted ad spend with negative keyword and product targeting
Summary
Amazon Ads targeting offers a sophisticated and growing range of options. Whether you are a seller or vendor, partnering with a trusted amazon ads management company can unlock the full potential of your Amazon advertising campaigns and drive better sales outcomes.
