Amazon constantly updates its policies and the different features it offers for sellers. Well, last year was no exception. The update sellers had to deal with was new product targeting options, which can help multiply sales with the right use.
So, what is the update about, and how can you use it to your advantage? Let’s take a look at everything in more detail now.
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What is Amazon’s Product Targeting?
Before moving further into the article, let’s clarify what is Amazon product targeting.
In a nutshell, Amazon product targeting is a feature within its Sponsored Products ad campaigns that allows sellers to target specific products, categories, brands, or other attributes on Amazon.
With product targeting, you, as a seller, can now target specific ASINs (e.g., within their own listings or competitor products). Also, you can target specific categories, focusing on broader categories to capture a larger audience.
Other updates that allow for better targeting include the option to exclude irrelevant products and refine targets based on performance.
Why Product Targeting Matters for Your PPC Strategy
As far as we are clear on what it is, let’s briefly overview its importance. Amazon product targeting options are crucial as they allow to:
– To target customers who are already considering similar or complementary products, increasing the likelihood of conversion.
– Allows precise control over ad spend by focusing on high-performing ASINs or excluding irrelevant ones through negative targeting.
– Enhances visibility for your products on competitor detail pages or high-traffic category pages, improving your brand’s competitive position.
Product Targeting Options Available
It is time to review the types of product targeting options available. Understanding product targeting options will help you to promote products in the right categories and optimize targeting to increase ROI efficiently. So, let’s dive deeper into this section.
Manually Targeting Top-Performing ASINs
Manually targeting high-performing ASINs allows you to focus on products that have already proven to convert in automatic campaigns. You can use Amazon’s Sponsored Products search terms report and filter ASINs with strong conversion rates. Then, you should add these to manual campaigns to maximize results.
Using Negative Targeting for Low-Performing ASINs
Negative targeting helps reduce wasted ad spend by excluding ASINs that fail to generate results. So, make sure to leverage this knowledge in your next campaign. How does this work? For instance, products with high CTR but low conversions require lots of budget whale not delivering results. You can mark these ASINs negative and prevent your ads from showing on underperforming pages.
Targeting Your Own ASINs for Upselling Opportunities
Targeting your own ASINs is an excellent strategy to boost upselling and cross-selling. Focus on products within your portfolio that are frequently purchased together or complement each other.
Targeting Competitor ASINs with a Competitive Edge
Also, make sure to leverage competitor ASINs to gain a good competitive edge. Here are a few working strategies.
– Look for competitor ASINs priced higher than your products. Customers are more likely to choose your listing if it offers better value.
– Target ASINs with lower ratings and fewer reviews to position your product as a superior alternative.
Category Targeting for Broad Traffic and New Product Launches
Use category targeting to maximize results. It is a perfect way to target broad audiences on high-traffic pages. For example., you can target categories such as “gifts” during the holiday season, pushing the exposure of your products to relevant audiences.
How to Optimize Amazon PPC Campaigns with Product Targeting
Finally, let’s overview a few actionable tips on how you can optimize your Amazon PPC campaigns with product targeting.
Analyze Performance Data to Refine Targeting
First, you need to make sure that you regularly overview and analyze data to optimize performance and targeting. This data-driven approach helps you focus on targets that deliver the highest ROI.
Focus on High-Converting ASINs for Better Results
Overall, focus on high-converting ASINs for better results. As mentioned earlier, there are ASINs that simply drain your budget, which you definitely do not need. So, place your focus on the ones that perform well. These ASINs are likely to yield better sales when targeted manually. By prioritizing these top performers, you can amplify the reach of your campaigns and boost sales.
Adjust Bids to Maximize Campaign Profitability
One of the most important parts of a good product targeting strategy is proper bidding. The right bidding strategy will help you maximize results. For instance, you can lower bids for underperforming ASINs to minimize costs while maintaining visibility. Simultaneously, you can increase bids for ASINs that are performing well to capture more traffic. A well-managed bidding strategy ensures your ad spend aligns with campaign goals, driving profitability.
Incorporate Seasonal Trends into Your Targeting Strategy
One more useful strategy to optimize Amazon PPC campaigns with product targeting is to adjust your targeting based on seasonal trends and demand. For instance, you can focus on category targeting to reach high-traffic product detail pages. For, let’s sait’sts Thanksgiving. You can focus on promoting your items in that specific holiday category.
Improve Product Targeting with Enso Brands
If you are looking for the perfect partner to improve your product targeting, then you are in the right place. Enso Brands is a robust full-service Amazon agency that will help you build your 7-figure empire on Amazon.
Our services range from PPC optimization to account management and bookkeeping. So, whether you need to get your taxes straight or promote a new product to customers, we are here to help you out. Contact us to learn more about what we offer and how we can help you expand your business.
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