Introduction to targeting

methods

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 Agenda
1 Targeting overview
2 Different advertising placements
3 Automatic, manual, and negative targeting
4 From automatic to manual targeting
5 Strategic targeting
6 Key takeaways
7 Q&A session
Targeting overview
What is targeting?
Targeting is the way you define the audiences you want to reach and engage when publishing an ad.

Shopping query Keywords Your ad

Video camera 4k

Video camera 4k professional

Video camera
Professional camera
Camera

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 Sponsored ads targeting options

Automatic targeting Manual targeting

Targets keywords and products that are similar to the Targets keywords or products. In this case, you
product in your ad, even allowing you to use both can’t use keywords and products targeting in the
keywords and products in one campaign. same campaign.

Match types: Match types:

close match, loose match, substitutes, complements Broad, phrase, exact

Available with: Sponsored Products Available with: Sponsored Products and

Sponsored Brands

Negative targeting
Targets keywords, products and brands to prevent your ads from displaying when shopping queries match your negative keywords. Usually
used as a complementary targeting method.

With automatic campaigns: target negative keywords

With manual campaigns: target negative keywords and negative products (ASINS or brands)

Available with: Sponsored Products and Sponsored Brands

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Different advertising
placements
 Targeting and ad placements—Sponsored Products
Scenario 1 Coffee machine
Placement: Shopping results

Campaign type: Sponsored Products

Product advertised: Filter coffee machine
Targeting: Manual by keywords
Keyword matching: “coffee machine”
Match type: Keyword added with the three
match types

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 Targeting and ad placements—Sponsored Products
Scenario 1 Coffee machine
Placement: Product detail page

Campaign type: Sponsored Products

Product advertised: Filter coffee machine
Targeting: Manual by keywords
Keyword matching: “coffee machine”
Match type: Keyword added with the three
match types

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 Targeting and ad placements—Sponsored Products
Scenario 2
filter coffee machine

American coffee machine

Placement: Shopping results

Campaign type: Sponsored Products

Product advertised: Filter coffee machine
Targeting: Automatic, enabling the four
targeting groups
Keywords matching: Keywords under the
close match group
Match type: Broad
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Targeting and ad placements—Sponsored Products
Scenario 2
coffee

coffee
Placement: Shopping results

Campaign type: Sponsored Products

Product advertised: Coffee machine
Targeting: Automatic
Keywords matching: Keywords under
the loose match group
Match type : Broad

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Targeting and ad placements—Sponsored Products
Scenario 2
Placement: Shopping results Luxfee coffee machine

Campaign type: Sponsored Products

Product advertised: Coffee machine
Targeting: Automatic
Product matching: ASINS under the
substitutes group
Match type: N/A

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Targeting and ad placements—Sponsored Products
Scenario 2
Coffee filters

Coffee filters
Placement: Shopping results

Campaign type: Sponsored Products

Product advertised: Coffee machine
Targeting: Automatic, enabling the four
targeting groups
Product targeting matching: ASINS
under the complements group
Match type: N/A
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Targeting and ad placements—Sponsored Products
Scenario 3
Placement: Product detail pages

Campaign type: Sponsored Products

Product advertised: Coffee
Targeting: Manual
Product matching: Filter coffee machine
ASIN from the brand
Match type: N/A

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Targeting and ad placements—Sponsored Products
Scenario 3
Placement: Product detail pages

Campaign type: automatic enabling

substitutes and complements
Product advertised: Coffee
Targeting: automatic
Product matching: Substitute ASINs from
other brands
Match type: N/A

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Targeting and ad placements—Sponsored Products
Scenario 3
Placement-Product detail pages

Campaign type: automatic enabling

substitutes and complementary targeting
Product advertised: Coffee
Targeting: Automatic
Product targeting matching :
Complementary products detail pages
Match type: N/A

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Automatic targeting
Automatic targeting
Available with Sponsored Products only

Best for:

• Advertisers with no prior targeting experience

to gain insights to create manual campaigns

• Advertisers launching a new product in a

different category

• Advertisers looking to expand reach beyond

what’s familiar to the brand

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Automatic targeting
options
Keywords
Close match
Keywords that are closely related to your ad are
automatically assigned to your campaign

Loose match
Keywords that are loosely related to your ad are
automatically assigned to your campaign

Product
Complements
Targeting will include keywords and products that complement
your product

Substitutes
Targeting will include products and brands that are similar to yours

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Automatic default targeting strategies

Advertised product Targeting type Keyword examples

Doppler 400-count
cotton sheets Close match "cotton sheets"
"400-count sheets"

Loose match "bed sheets"

“bed decor"

Complements ASIN33333( queen comforter)

ASIN44444 (feather pillows)

Substitutes ASIN11111 (300-count Cotton sheets)

ASIN22222 (queen 400-count Sheets)

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Manual targeting
Manual targeting
Available with Sponsored Products
and Sponsored Brands

Best for:
• Advertisers who know what keywords or
products they want to target

• Advertisers who want to split campaigns

according to specific goals and budget

Advertisers who start using manual targeting with

their Sponsored Products campaigns for the first time
see up to an 87% increase in impressions and up to a
74% increase in sales in the first month, compared
to advertisers who do not take this action.*

© 2020 | Amazon. All rights reserved. *Amazon internal data, US, March 2020
Manual targeting: keyword targeting
Three options to refine your targeting Match types

Shopping query Broad Phrase Exact

Doppler cotton sheet

Blue Doppler cotton sheets

Advertised product:
Blue Doppler 400-count
cotton sheet
Doppler 400-count cotton sheets

Keywords example:
Doppler cotton sheet
Doppler cotton sheets

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Manual targeting
Using all match types as a test
1. Set up campaigns using keyword
targeting with Sponsored Products or
Sponsored Brands
2. Choose manual keyword targeting
3. Add all 3 match types to each keyword
you’re targeting
4. A/B test which match type works best for
each keyword

We recommend using all three match types

as a test even if you’ve already launched a
campaign with only one match type.

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Manual targeting: product targeting
Target individual products or product categories
Target by ASIN
Select specific products from the
list, upload a list of ASINs that is
relevant to your campaign or target
suggested products that are similar
to the product in your ad.
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Target by category
Select a broad category that’s
relevant to the product you’re
advertising and refine categories for
greater control over when and
where your ads appear.
Manual targeting
Product targeting – by category

Sponsored Products
• Brand
• Star rating
• Price
• Delivery eligibility (Prime, non-Prime)
• Genre (books)
• Age range (toys)

Sponsored Brands
• Brand
• Star rating
• Price

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Negative Targeting
Negative targeting
Available with Sponsored Products
and Sponsored Brands
Best for:

• Advertisers who want to reduce advertising cost

and to increase return on ad spend by excluding
poorly performing and irrelevant shopping
queries.

• Advertisers who want to better define a

campaign’s product and keyword targeting to
understand individual performance.

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Negative targeting benefits
Preventing ads from appearing on specific shopping results or product detail pages

Reduce ACOS Budget optimization Placement optimization

Block low-performing Refine targeting strategies Avoid spending budget on irrelevant
shopping queries and for each campaign keywords, products or brands
ASINS

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Negative keyword targeting strategies—example
Campaign type: Sponsored Products manual keyword targeting
Business goal and strategy: reach and conversion, using generic keywords that define the product
Brand and ASINS Advertised: COOLTV / Smart TV 50 inch
Lookback period: last 14 days

Customer
Match
Targeting shopping Impr. Clicks ACOS Spent Sales ACTION
Type
queries

50 inch
cheap 50” Add “cheap” as negative keyword match in
television BROAD 1000 300 - 240 $ 0$
television all relevant campaigns

Add “COOLTV” as negative keyword, phrase

50 inch coolTV 50
television
PHRASE
inch television
500 450 9% 560 $ 6000 $ match type, in the current campaign. Add it
instead to any branded campaigns.

50 inch 50 inch
television
EXACT
television
300 200 7.5% 150 $ 2000 $ No actions needed

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Negative product targeting strategies—example
Campaign type: Sponsored Products manual product targeting
Business goals and strategy: cross-sell using own brand complementary ASINS
Brand and ASINS Advertised: COOLCAMERA / Long distance lenses for Reflex camera
Lookback period: last 14 days

Customer
Match
Targeting shopping Impr. Clicks ACOS Spent Sales ACTION
Type
queries

b00ipgvvz1
(Reflex camera from
- b00ipgvvz4 1000 300 - 240 $ 0$ Add “b00ipgvvz4 ” as negative ASIN
COOLCAMERA Brand
)

b00ipgvvz2
b00ipgvvz5
(Reflex Camera 2 Add “b00ipgvvz5” as negative ASIN in the current campaign,
- (from a different 500 450 9% 560 $ 6000 $
from COOLCAMERA but add it to campaigns targeting other brands, if any
brand)
Brand)

b00ipgvvz3 b00ipgvvz6
Add “b00ipgvvz6” as negative ASIN since it’s complementary
(Fixed Lense from (Long distance
- 400 150 20% 200 $ 1000 $ but not from the Brand. Add it to campaigns targeting other
COOLCAMERA Brand lense from Other
brands complementary ASINS.
) Brand)

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From automatic to
manual targeting
From automatic to
manual targeting
Best for:

• Advertisers who are new to sponsored ads

• Advertisers launching campaign out of their

country of origin, who need to collect relevant
keywords and products to create manual
targeting in a different language

• Advertisers who want to find out new targeting

opportunities and do some research leveraging
automatic campaigns

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Automatic to manual targeting demo

LIVE DEMO

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Strategic targeting
Execution strategies and business goals
Define your main objectives

Protect Cross-sell
Maintain brand equity and increase loyalty Diversify promotion across product portfolio

Expand Upsell
Amplify category presence and expansion Promote buying more or higher price point products

Reach Promote
Engage more shoppers with your brand Boost deals and coupons

Launch Learn
Support promotion of a new product Test performance of specific products or creative

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Targeting types based on your strategies
Branded keywords Generic keywords Other brands Automatic
and ASINS and categories keywords and ASINS targeting

Protect Expand Reach Learn

Cross-sell Promote Promote Launch

Upsell

Launch

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Takeaways
Here are the main takeaways from today‘s session:

01 Start with your business objectives

Think of how your targeting can help
your campaigns achieve your business
04
strategic goals.
Switch to manual targeting as your next step
Once you know what keywords and products
you want to target based on your learnings
from the automatic targeting campaign,
switch to manual campaigns.

02 Create multiple campaigns

Create as many campaigns as
needed and organize them so it’s
05
easier to monitor performance.
Leverage negative targeting
Consider adding negative keywords and
products where needed to limit your
ad’s reach.

03
Use automatic targeting with
Sponsored Products
Learn what keywords and products to
06 Structure your campaigns so you can
measure results
Structure your campaigns based on ad
target when you don’t have a lot of solutions, targeting types, and
experience or if you’re trying to launch campaign goals.
an out of country campaign.

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Q&A