Amazon PPC Product Targeting

Discover how to best use targeting ad campaigns within your Amazon marketing arsenal. Product targeting ads give Amazon FBA sellers an opportunity to target relevant competitors listings by selling ad space on the ASIN itself. By adding product targetings ads to your sponsored product advertising campaigns you’ll be able to properly diversify your Amazon PPC campaigns and generate more sales in the process. Product targetings ads allow you to add additional placements to your Amazon ads that are separate from keyword targeting PPC campaigns.

Pooja Kothari: Right. So hello everyone. And welcome to DataHawk’s webinar. This webinar is
about Amazon PBC product targeting and what works the best. What strategies
work the best? With Amazon’s sponsored products comes product targeting.
Wherein sellers can target certain brands, categories, and products to display
their ads. And this feature has given granular control to the marketers and
sellers or Amazon PBC campaigns. Now sellers can decide where they want to
display their ads with utmost precision. Placing them directly on your
competitor’s products page is a great way to increase your market share and
drive more sales. Product videos page offers great potential for advertisers and
targeting options in Amazon PBC has become lucrative to sellers and vendors as
well. With Amazon ASIN targeting and category targeting feature of sponsor
product ads. You get more control to choose your ads placement. Besides, you
get better opportunities to scale profits and optimize your ACoS.

My name is Pooja, and I am managing content at DataHawk. And I’m gonna take
you through all the strategies and tips and tricks for Amazon product targeting.
And I will introduce you to the data driven approach towards picking the right
bids and picking the right products for targeting. Today, I will share with you the
top proven strategies to use for Amazon product targeting. Now within Amazon
PBC, the product targeting feature allows you to improve the relevance of your
ad campaigns. You can target individual products, categories, and for using
pricing ratings or brands. Let’s understand what are the best ASIN targeting
strategies and understand how to use them to target certain product listings, to
increase your market share. And advertisers, these days can use this ASIN
targeting in several ways to drive sales. The first thing that comes up is setting
up your targeting ads on Amazon, which is super easy.

Let’s go quickly over it and let me show you how you can do it. So once you’re
logged onto the platform, you wanna hover over your console, over the
advertising tab. And click on the campaign manager once the dropdown menu
appears. This takes you to create a new campaign. You will create an entirely
new sponsor product campaign for product targeting. This will help you keep
your other campaigns separate and organized, avoiding confusions and clutter.
Once you’ve created your campaign, you will want to fill out the setting section
of creating a campaign. This can be done at your discretion, of course, but here I
would like to include some tips. If you are unsure as to how to fill this section
out. Firstly, the name of the campaign so that it is easily identified. Make sure
that you tell what kind of campaign it is without having to open a campaign.
Don’t include an end date, unless, you know, when you want your campaign to
seize from learning. Your budget is up to you as it can be different for different
brands and companies in every market space or marketplace.
Set up targeting manuals. In the create and add group section, you will want to
name the first ad group of this campaign. I recommend naming it after the
product you’re hoping to target. Also, you will want to type in which product you
want to target under the product section. You will want to keep your bidding
strategy at its default dynamics bid down only. This means Amazon will lower
your bids when an ad is less likely to convert. From here, you will want to select
the product targeting rather than keyword targeting. If you filled out the product
section, which is recommended, there will be category suggestions based on
products you entered. For beginners, I recommend using the suggested
categories with your own refinements. Now filling out refinements can be done
at your discretion as each company will want to target different things. Once
you’re done filling out the refinements, click on target. Once you’re done adding
categories you are officially ready to launch your campaign.

So you can click on the launch campaign. Now this ad type would increase your
traffic significantly by placing your ads on product pages of similar categories. It
can help you attract shoppers that are looking for products in similar categories.

And with DataHawk, you will be able to filter the ASINs and categories in order
to track target by looking at its fast performance, in terms of orders, reviews, the
ranks and prizes, etcetera. Now, the data driven analysis of the product and
competition with DataHawk will enable you to make smart decisions regarding
your product outing ads. And that is exactly where we are headed to. Now let
me show you the best strategies where you can leverage data to reduce your
thoughts as well as spend. So the first strategy is about identifying and targeting
a relevant category. Amazon enables you to target the entire category in order to
bid on specific categories or products. Identifying them accurately is very
important. Now, while going for category targeting, we suggest you not stop at
selecting the top category.

Instead filter the categories as you will. It also helps you break down the
categories into subcategories of cost and filter brands based on reviews and
ratings and price ranges. Let me take you to the DataHawks platform to show
you better, how you can do it. Now, DataHawks sales time tracker helps you
identify the brows nodes or categories a product is active in. You wanna see how
let me show you quickly. So, the picture that you see here is a list of products,
which is called the track products and clicking on a product from the track
product list will take you to a product detail page where you have all the
important KPIs and tools. So for instance, let’s just pick any product. Okay. I’ve
opened one for you, Tuft and Needle original mat twin mattress, looking at this
product. And this is the product detail page where you click on the sales rank
tracker tab in order to see the sales rank tracker.

Now DataHawk’s sales tracker gives you detailed information on the selected
product, sales rank, or selected time range across different categories where
Amazon prominently displays it. For instance here, you can see that we’ve tried
this particular product, which is active in up to five subcategories inside the
home and kitchen and furniture, bedroom, bedroom furniture, mattresses, and
box Springs and mattresses. So five subcategories, also DataHawks sales rank
browser enables you to focus on up to six levels of categories. You will also
identify ASINs for which you want to bid frequently, but they do not convert. So
which category adds negative ASINs, which could help mitigate inefficient ad
spends, right? The next one is identifying and targeting the top rank ASIN. Now
targeting products that have higher ranks drive more traffic to your product
detail page and can potentially increase your sales, the sales trying track tool
that we just saw allows you to visualize historical sales rank data in up to six
categories.

You can simply look at the table and see how a product ranked in a given
category or subcategory at the same time. Let me take you back to the platform.
Now you can click on the categories that are given here to go to the PSR
browser, which will pull in information of the top hundred ranking ASINs in that
category. This will enable you to analyze the top competition in the category,
also category and place your target ads on their pages to drive more traffic and
sales. For instance let me choose the first one that we see here, which is
mattresses. DataHawks best seller rank tracker, thus gives you a list of top
hundred products in the category you are looking to bid. Using category
campaigns is more advisable in cases where you have a better offer than your
competitors. Category targeting campaigns could also be used as a method of
forming new ways to target in specific product targeting campaigns. All right,
now let’s take a look at the next strategy,

Identifying and targeting higher price products. Now you can target ASINs by
searching the main keywords for your product, analyze the search results and
hand pick products to bid where you have a better chance to win. You could do
that by looking for higher priced products, taking a keyboard approach to
identify which products are ranking organically high for the keywords you are
using with DataHawk will enable you to target ASINs that are ranking well and
are priced well. So you can simply do this by going to the platform. Let me take
you back to the platform again. If you can click on projects, enter your project
and click on the keywords to go to the key section where you have the list of
track keywords. From this section, you can select your desired keyword from the
tracked products list. We can pick a twin mattress, for instance, it’s already
opened here. Once you have the list here, you see the list of all the products
that rank organically from selected keywords. As you can see here.

Once you have the list, you can apply filters on pricing, for instance, from here or
on ratings or number of ratings. For instance, this one, you can see that the
highest ranking product is Line Spa, which according to our scorecard is
extremely high competition. However, it could be a very tough competition to
aim at. So you would wanna move to a product which is comparatively in reach,
kind of product. Let’s flip through it. If you look at the product here, this one has
lower competition. This could be a product that you would want to target with
comparatively lower pricing, but it has decent ratings and reviews, of course,
right? So this could be one approach using keywords. That next one is identifying
lower rated ASINs. Now you can leverage the organic rank tracker to identify
lower rated products as well from the list of organic ranking products that we
just saw. You can choose the keywords by applying the filters on the star rating
column, let’s look, let’s have a look at it. So you see the star rating column here.

Once you click on this, on the rating tab, you have a list of products arranged in
ascending order and of their ratings. As soon as you identify these products, you
can start bidding on them, given that your product ratings are better than them,
of course. Here’s a small tip. While assessing the ratings, you can also observe
the ranks given on the left of the product name in the organic rank tracker list
that you have here, while this will give you information on the page and position
of respective ASIN, and you could use this to identify the products ranking on
better pages and target them thereafter. The next and the last technique that
you can use is targeting ASINs with weaker social proof. So you should also look
into targeting products with less than a number of ratings. If they’re similar to
your products and have a parallel price range, it is not a bad idea to capitalize on
them by beating them on their number of ratings basically

So you could identify them using the organic prime tracker. Again, you need to
follow the same steps. Let me take you back there, you need to follow the same
steps and it will instantly, when you click on number of ratings, customer ratings
here, it will arrange it for you in the ascending order. And then you can elect to
choose out of these, considering the factors like pricing, star rating, page
position, and rank, of course the aim basically is to pull as many competing

ASINs where customers are more likely to shop your product. Now, if you have a
competing competitive price, higher reviews, a better star rating, or some
combination of these, customers are likely to buy your product or the ASINs you
advertise, right? So that’s it for the strategies guys. I also have a few actual work
tips for you that you can quickly adopt. The first one is targeting your own ASIN
to shield your product from your competitors. You need to take a look at your
portfolio and identify the items that are often sold together to target them
against each other. This will enhance upselling options and push your
competitors away from your product detail page.

The next one is your goal with targeting ads should be to show up on products
where you are confident to have a better offer on. The next is to use your ASINs
that have a good click through rate and higher conversion, because it will help
you to increase your chances to convert even on a competitor’s product. While
targeting separate your ad groups into two, one from the competitor’s product
and the other one from the complimentary products, you can calculate your
profitability to derive your profitability threshold. That will give you exactly what
you shouldn’t spend over to make a profitable sales through PBC. This is helpful
because you don’t wanna spend money, just because it is a related product.
Since you wanna take away your competitor’s sales, you need to plan it well.
Maybe you will not have as good an offer. Maybe you don’t have as many
reviews, so you need to find other competitors or improve your offer, lower your
pricing, improve your images, etcetera.

The last one is it is important to consider the amount of traffic a listing is getting
before adding it to an ASIN targeting campaign. It is very important because, and
you could use an Amazon product research tool like that of DataHawk to
understand traffic related to each ASIN in your campaign. More sales means
more sessions. If you are bidding on products that are getting more sales, your
ads will likely deliver more frequently than on products that get fewer sales or
are ranked lower in organic search results. Right? All right, guys this was our
product targeting ads, walkthrough, and I really hope that you found some good
nuggets, some value in that. I really encourage you to add some competitive
products in your campaigns. This is typically the fastest way for you to pull in
sales with lesser investment. Thank you so much for joining in and let us know
how your experience was when you used one of these strategies with
DataHawk. Feel free to contact us on LinkedIn, Facebook and our contact email.
You can also contact me on my LinkedIn. The link for my LinkedIn info is in the
description of the zoom link. Thank you so much