- Last year, Amazon Ads, introduced new targeting options for the Sponsored Products Adverts that lets advertisers target by product and fine-tune their automatic adverts.
- In manual targeting Amazon added the option of ‘Product Targeting’ (along with already existing ‘Keyword Targeting’).
- With this option advertisers can now target specific categories or ASINs and further refine the targeting by brand, price and ratings.
- In addition, Amazon adverts, also offered improved auto targeting for Automatic Targeted Campaigns, with which advertisers can choose how they wish to match the user’s search to their adverts.
- Previously, on selecting Automatic Targeting, Amazon would target your adverts to the top relevant searches based on your product information.
- But now Amazon Adverts users opting for Automatic Targeting can choose how they want to match their adverts with the user’s search terms and the pages viewed by them.
- Amazon announced 4 new default targeting defaults with automatic campaigns, which are:
- Close Match – Adverts are shown to users using search terms that are closely related to your products.
- Loose Match – Adverts are shown to users whose search terms are loosely related to your products
- Complements – Adverts are shown to users who viewed pages that are complements of your products
- Substitutes – Adverts are shown to users who viewed pages that are substitutes of your products
- You can also alter the bids for each of these default options and bid more competitively for the auction.