Make Amazon ASIN Product Targeting Work for You
What if there’s a way for you target specific products or ASINs? What if you have full control over where your Sponsored Products ads would appear? That’s pretty awesome, right? Well, the good news is that it’s now possible. On November 2018, Amazon launched a feature that allows PPC advertisers to place their ads on specific products and services. It’s called product targeting and it’s available for those who want to launch “sponsored products” or PPC (Pay Per Click) campaigns.
In the past, sponsored products ads only allow sellers to target keywords. With the product targeting feature, advertisers can now place their ads on their competitors’ product detail pages. This feature allows them to target specific product categories and ASINs. This feature also enables them to apply refinements by star rating, brand, or price. No wonder that this feature got a lot of sellers pumped up.
Search Targeting 101: How Does Product Targeting Works?
In the past, Amazon Sponsored Products only have keyword targeting capabilities. The keyword targeting strategy allows sellers to target keywords or search terms that their potential customers use to find products that are similar to theirs.
The product targeting strategy works differently because it targets specific ASINs and product categories. You can get your product ad on your competitors’ listing. This can potentially increase your ad conversion rate and gives you a strong competitive advantage competitive advantage.
To avail of this advertising option, you need to follow these steps:
Step 1 – Log in to your Seller Central account. Go to “campaign manager’ and click on “Create Campaign”.
Step 2 – Choose “sponsored products” and click on continue.
Step 3 – You need to create a campaign. You also have to set your daily budget and your campaign start and end dates.
Step 4 – Choose the “manual targeting” option. The automatic targeting mode doesn’t allow you to target specific ASINs or categories.
Step 5 – Create an ad group name. Be specific. For example, if you’re targeting the Manduka Pro yoga products, use “Manduka Pro Yoga Mat” as your ad group name. This allows you to organize your ad campaigns more efficiently.
Step 6 – Choose the “product targeting” option. This page has two options, namely:
Individual Products- This option allows you to target specific products and ASINs.
Categories – This option allows you to target specific categories. But, keep in mind that this feature is also only available for the following Amazon product categories:
Clothing and Apparel
Baby products and Supplies
Arts, Crafts, and Sewing Supplies
Cellphone and Accessories
Movies and TV
Home and Kitchen
Gourmet food and grocery
Home and Kitchen
Patio, Lawn, and Garden Products
Home Improvement and Tools
Toys and Games
Scientific and Industrial
Home Improvement and Tools
You should also remember that you cannot use this marketing option to advertise used, refurbished, or adult products.
Step 7 – After you’ve chosen products and categories to target, you need to place your bid. This process is similar to how keyword targeted sponsored ads work. It’s important to start low to optimize your campaign returns and effectively manage your ad expenses.
You also have the option to do negative product targeting. This helps you prevent your ads from appearing on the pages of specific products. For example, let’s say that you are selling park benches. You targeted the category “patio, lawn, and garden”, but you don’t want your ads to appear on the detail pages of patio lighting. You can enter ASINs of garden lighting products so your ads won’t appear on their pages.
Now, let’s say that you’re selling yoga mats. There’s this one brand that uses unethical production practices. You don’t want to be associated with the brand. You can go to the “negative targeting” option and enter the ASINs you don’t want your ads to appear in.
Keep in mind that the negative targeting feature is just an option. You don’t have to use it if you don’t need it.
Why You Should Use The Product Targeting Strategy?
As mentioned earlier, this feature allows you to target specific products and ASINs. This means that it can help you steal your competitors’ customers and increase your market share. It can definitely help you win the buy box game.
This placement targeting feature has a lot of other benefits, including:
It has a wide variety of targeting options.
This advertising feature has a lot of targeting options. It allows you to target ASINs by category. It also allows you to do ASIN search. You can also refine your category targeting strategy by price, star reviews, and brands.
2. It is an efficient and reliable traffic source.
This ad type can significantly increase traffic to your product detail pages. But, more than that, it can help you attract shoppers that are already interested in buying products that are similar to yours. This could significantly increase your sales and revenues.
This advertising feature is also a good option for new sellers with a low number of reviews. Running a product targeted ad can help them drive traffic to their product pages and increase their sales and reviews.
3. It gives you full control over where your ad will show up.
The ASIN targeting feature allows you to hypertarget the top products in your niche. This helps you refine your marketing strategy and can save you a lot of money in the long run.
Let’s say that you are selling a new brand of wipes and baby supplies. Now, if you check Amazon bestsellers, you’ll see that “Pampers baby diaper wipes” is the best- selling product in the category. You can place your ad on that product’s detail page to attract customers and increase traffic.
You can also use product research tools like Helium 10, Jungle Scout, and AMZScout to determine which ASIN to target.
Best Product Targeting Strategies
The product targeting feature is an awesome tool that you can use to achieve great success in the Amazon ecosystem. But, to make the most out of this feature, you must follow these tips:
Target competitors with a high number of reviews.
The number of reviews is directly proportional to product sales and revenues. Targeting products that have high number of reviews helps drive more traffic to your product detail page and can potentially increase your sales.
2. Test your campaign first.
Run a test target Amazon campaign for two weeks or less. This helps you determine what works.
3. Remember your business goal.
What’s your goal? Do you simply want to increase your traffic? Do you want to simply boost your brand awareness? Or do you want to increase your sales?
You can target specific categories if you simply want to increase your traffic and brand awareness. But, it’s wise to target high-performing and best-selling ASINs if you want to increase your sales and conversion rate.
4. Target your own products.
If you have multiple product lines, use the product targeting feature to cross-sell. For example, let’s say that you own a yoga brand. Your yoga mats are really doing well, but you just introduced your yoga towel line.
To encourage your customers to buy your new products, you can place your towel ad on your best-selling yoga mats. After all, people who buy yoga mats usually buy mat towels, too.
5. Target complementary products.
One of the best ways to get the most out of your sponsored ads is to target complementary products. For example, if you’re selling coffee canister, you can target the best-selling coffee products on Amazon.
6. Use the negative targeting feature to your advantage.
Negative targeting allows you to prevent your ads from appearing on certain products. This strategy can help you reduce your ad spending and ACOS (advertising cost of sale). It’s also a great reputation management tool as it helps you avoid the brands that you don’t want to be associated with.
7. Use reports to revise your marketing strategy.
At the end of your 2 week test campaign, download your sponsored products search term report and look at the ASINs that are giving you the most impressions, clicks, and sales. Retarget these ASINs when you formally launch your campaign.
Drop the ASINs that are not giving you enough clicks, impressions, or sales.
8. Don’t run ads for low margin products.
If your goal is to increase your profit and revenue, it’s not wise to run ads for products that have a low profit margin. There’s no point in wasting your ad budget on products that won’t bring much revenue.
We Can Help You Refine Your Ad Strategy
Contact us if you want to significantly improve your ad conversion rates, drive down your ACOS, and boost your sales. We can help you grow your Amazon business exponentially. We can help you create marketing strategies that can improve your PPC ad performance and increase your revenues.