With our Amazon Ads connection, you can easily create dynamic Sponsored product ad campaigns for Amazon. In this article, we will look at setting up Product Targeting for your Amazon Ads.
Ad Campaigns on Amazon Ads can have both positive and negative targets. If the targeting type is Automatic, the positive targets cannot be managed and Amazon will select the best match for you. Manual targeting campaigns, on the other hand, can only have one target type, either ASIN-based (Product, Brand, Category) or Keyword-based.
If you would like more information about the possible targeting types, you can look at this article.
Product Targeting
Whenever a user clicks on a product page, similar products are displayed on Amazon. The sponsored section is filled with products with similar keywords and products that target the original product.
Target products are created using ASIN (Amazon Stock Identity Number) so you need to know Amazon’s product identifiers of your competitors to display ads on a competitor’s page, or make use of your ASINs to extend the reach of your products.
For this reason, we only allow a static field or a dynamic (project) field to generate product targets.
Dynamic fields used for keywords can only contain 1 value, we do not support using a list of values when generating a keyword, so a split rule has to be added in advance if that’s the case.
Limitations
- Product templates
- Currently, product targeting templates are limited (in our tool) to 20 templates per campaign generator. Amazon allows for more than this.
- Product targets per Adgroup
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Are limited to 10,000 per AdGroup (Amazon limitation)
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More information about Amazon's limitations can be found here.
Restrictions
The provided ASIN should match the ASIN of a product that is currently available in the marketplace where we are generating ads. The tool cannot check the validity of matching ASINs, so we always try to create the targets.
On our side, we do a basic validation making use of generally available ASIN rules:
- 10 Character long
- A combination of alphanumeric text (letters and numbers without special characters)
- Starts with the letter B
Check the preview page for errors after Running to see if Amazon validated them successfully.
Setting up Product Targets
Similar to keywords, product targeting is only available in manual campaign types.
After choosing a manual campaign go to the build>products tab in the campaign generator.
You can use a static value or connect a dynamic field to create product targets.
Product targets can make use of two different match types:
- Exact: The ad will display only on the matching Product
- Expanded: The ad will display on the matching Product and on similar ones.
Setting up Negative Product Targets
For setting up negative product targets, go to the build>negative products tab in the campaign generator.
You can use a static value or connect a dynamic field, similar to (positive) product targets.
Negative product targets can make use of the Exact match only, which means your product ads will not be displayed on that specific product page.