Amazon Ads Keyword Targeting

With our Amazon Ads connection, you will be able to create dynamic sponsored product ads for Amazon easily. This article will assist you in setting up Keywords and Negative Keywords for your campaign templates to enhance the effectiveness of your Amazon Ads.

Keywords Targeting

Keywords are targets that are matched against the search term used by the end user in Amazon's search bar. Positive targets are used to display your ads when the target is matched against the search term. Negative targets achieve the opposite, not displaying your ads when the target is matched against the search term.

Keywords have three match types and need at least one type, but all three can be selected:

• Keywords: Broad, Phrase, and/or Exact

• Negative keywords: Phrase and/or Exact

Keywords may contain more than one word and depending on the match_type, Amazon will match them differently to the actual search term used in the marketplace.

Dynamic fields used for keywords can only contain one value; Channable does not support using a list of values when generating a keyword, so a split rule must be added in advance if that’s the case.

Limitations

• Keyword templates

  • Currently, keyword templates are limited to 20 templates per campaign generator in Channable.

• Keywords per Ad Group

  • Limited to 1000 per Ad Group (Amazon limitation)

• Keywords per account

  • Limited to 1 million per Amazon Ads Account (Amazon limitation)

More information about Amazon's limitations can be found here.

Restrictions

Amazon has several restrictions that apply to the text of Keywords. Some restrictions are specific to whether a keyword is positive or negative, or if a specific match type is used. More information on these restrictions can be found here: https://advertising.amazon.com/API/docs/en-us/reference/concepts/limits#keyword-character-constraints

Setting up Keyword Targets

1

Open the Build step and choose your targeting tabs

• Go to the Build step of your campaign.

• Next to your campaign tab, you will see additional tabs. If you selected the Manual targeting type in the Campaign generator settings (Amazon Ads Campaign Generator Settings) and chosen Keyword as the targeting option, you will see both a Keywords and Negative Keywords tab.

• If you've selected Automatic targeting, only Negative Keywords will be visible.

• Choose the Keywords tab to add keywords to your campaign.

Keywords 1.png

2

Add a keyword (dynamic or static)

• Click New keyword.

• A field will appear allowing you to select a field from your feed, from which keywords will be extracted.

• To add a new dynamic field, click the '+' icon.

• To delete a specific field, click the 'x' button next to it.

• Alternatively, you can type in static keywords manually if you do not want to extract them from a feed field.

Keywords 2.png

3

Copy keywords and set match types

• You can copy keywords from the same or other generators by clicking the Copy keywords button.

• Under Type on the right-hand side, choose how closely your keywords will be matched with search terms:

  • Broad — allows Amazon to use values similar to the keyword, but not exactly the same.

  • Phrase — allows Amazon to use this keyword when it's part of a larger phrase or multiple words.

  • Exact — Amazon can only use the exact value set up here as a keyword.

Negative Keywords

Negative keywords are set up the same way as regular keywords, except if those words are searched, your ads will NOT appear.

To set up negative keywords, click on the Negative Keywords tab in the Build step. This tab is visible for both manual and automatic targeting settings.

EN - Negative keywords.jpg

Note: Broad type is disabled for negative keywords because it is not valid for negatives.