How to Optimize Your Amazon Product Targeting with ASIN PPC Ads

In the bustling marketplace of Amazon, standing out among countless sellers vying for customer attention can be daunting. But fear not. The key to visibility lies in a killer advertising strategy. 

One such potent strategy is Amazon’s Product Targeting with ASIN PPC Ads. 

You can display your ads on relevant product detail pages and other placements by targeting specific ASINs. 

However, optimizing your ASIN keyword targeting can be tricky, and with the right approach, you may save your advertising budget.

And what better way to target the right ASINs than when you team up with an expert team of Amazon advertising experts to do the job from start to finish?

In this blog, we’ll share some helpful tips on optimizing your Amazon Product Targeting with ASIN PPC Ads, so you can get the most out of your advertising efforts and boost your sales on Amazon!

What is Amazon Product Targeting?

Amazon Product Targeting is a feature within Amazon Advertising that allows advertisers to target all products within specific products, categories, or brands relevant to their products. 

With Product Targeting, advertisers can display their ads on specific product detail pages, category pages, or search results pages, based on the ASINs (Amazon Standard Identification Numbers) of the targeted products.

This targeting method allows advertisers to reach customers actively searching or browsing for specific products without researching and selecting particular keywords. 

It’s best conceptualized as being able to advertise wherever that ASIN is displayed on Amazon, so you are effectively shadowing it on the marketplace and getting exposure to the same shoppers that see it.

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How does Amazon Product Targeting work?

Amazon Product Targeting allows advertisers to select specific products, categories, or brands relevant to their products. Advertisers can target their ads based on particular ASINs (Amazon Standard Identification Numbers) or keywords related to the targeted outcomes. 

After you set your targeting, your ads will show up on the pages where your product is listed – like the search and shopping results pages, category pages, and product detail pages.

For example: An Amazon seller selling running shoes wants to show sponsored product ads to reach customers interested in a specific brand of socks. They can use Product Targeting to display their ads on the product detail page of that brand of socks. This way, when a customer is browsing the socks, they will see the advertisement for the running shoes and may be more likely to click through and purchase them.

Advantages of using Amazon Product Targeting

Here are some key benefits of using a product targeting strategy and how you can enhance your advertising efforts…

Ability to segment psychographically

Amazon Product Targeting allows you to target people who aren’t just looking for products like yours but also people with specific interests and characteristics matching your target audience. This is known as psychographic segmentation. 

By using psychographic segmentation, you can create more personalized ads that resonate with your target audience. This can lead to higher engagement, more clicks, and, eventually, more sales.

Enhances your brand’s market share

Product and category targeting strategies can help you increase your brand’s market share. When you can target specific products or brands, you’re putting your ads in front of people already interested in those products. By doing this, you can steal some of the spotlight from your competitors and get more people to recognize your brand.

For example: If you’re selling a new type of dog food, you can use Product Targeting to show your ads on the pages of other famous dog food brands. This way, when someone is looking at their favorite brand of dog food, they might see your ad and think, “I’ve never heard of this brand before. I might give  it a try.”

Maximizes brand awareness

Using Amazon Product Targeting is a great way to maximize your brand’s awareness among potential customers. By showing your ads on product detail pages, category pages, and search results pages of targeted products, you’re putting your brand in front of a highly engaged and relevant audience.

READ MORE: Here’s an effective way to convert more customers through custom Amazon retargeting

How to run effective Amazon ASIN targeting campaigns

Here are some of our favorite ways to use ASIN targeting and why we like them.

Find and manually target top-performing ASINs

Top-performing ASINs are products that have a high conversion rate and generate a lot of sales. By targeting these ASINs, you can tap into the audience already interested in those products.

To find top-performing ASINs, you can use Amazon’s search tools to identify products that are related to your product and have a high sales volume. 

Once you have a list of these ASINs, you can use Amazon Product Targeting to show your ads on the product detail pages, category pages, and search results pages of these top-performing ASINs.

For example: If you’re selling a new type of blender, you can use Amazon’s search tools to find the top-selling blenders on the platform. You can then target these top-performing ASINs with your blender ads. This way, when someone is looking for a blender, they might see your ad and consider your product an option.

Filter low and high-performing ASINS

Low-performing ASINs are products that don’t sell very well and have a low conversion rate, while high-performing ASINs sell like pancakes and have a high conversion rate.

When you abandon the low-performing ASINs and concentrate on the high-performing ones, your ads will reach people more interested in your product. This means you’re more likely to gather their attention, get them to check out your product, and make a purchase.

Filtering low and high-performing ASINs can also help you optimize your advertising budget. By focusing on high-performing ASINs, you can allocate more of your budget to the products and audiences more likely to generate a return on investment. This can help you avoid wasting resources on low-performing ASINs that may not be as relevant to your target products or audience.

Target your own ASINs

By targeting your ASINs, you can cross-sell and up-sell your existing customers and increase visibility and awareness for your brand and products. It can also help you with brand awareness and recognition among potential customers. 

By showing your ads on the product detail pages of your products, you can remind customers of your brand and product offerings and capture their attention for future purchases.

For example: If you sell a line of skincare products, you can use Amazon ASIN targeting to show your ads on the product detail pages of your own products. This way, when browsing one of your products, they may see an advertisement for another product in your skincare line that they may be interested in trying. Doing this can cross-sell your existing customers and potentially increase your average order value.

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Create promotions and target competitor ASINS not running promos

Giving customers discounts or buy-one-get-one offers is a smart way to get them to try your products. When combined with Amazon ASIN targeting, you can show your promotional ads on the product detail pages of your competitors’ products, potentially attracting customers who may be interested in your promotions.

Similarly, targeting competitor ASINs not running promos can help you take advantage of their missed opportunities. By showing your ads on their product detail pages, you can capture customers interested in their products but have yet to be swayed by their lack of promotions.

Target your own Amazon categories (main category and sub-category)

By targeting your own categories, you can reach a highly relevant audience interested in the types of products you offer and increase your visibility and sales on Amazon. 

For example: If you sell pet supplies and your primary category is “Pet Supplies,” you can use Amazon ASIN targeting to show your ads on the product detail pages of other pet supply products. By doing this, you can reach a highly relevant audience already interested in pet supplies and capture their attention with your products.

Target Amazon products which you have an advantage over price/rating

Targeting Amazon products that you have an advantage over in terms of price or rating can be a smart strategy for attracting customers looking for better value or higher quality products, differentiating your brand from competitors, and potentially increasing your sales on Amazon.

Defend your market share

Using product-targeting ASINs, you can use some effective strategies to protect your market share on Amazon. Start by finding out your main competitors and the top-performing ASINs of their products. 

Then, target similar or complementary products to your own to reach customers who might also be interested in your product. Emphasize your product’s unique features to distinguish it from similar products. Finally, monitor your campaigns and adjust your strategy as needed.

Wrapping Up

Remember, Amazon Product Targeting with ASIN PPC Ads is a powerful tool, but like any tool, it needs to be used correctly to yield the best results. 

If you need help optimizing your Amazon Product Targeting, don’t hesitate to contact us at AMZ Pathfinder. We have years of experience helping businesses like yours succeed on Amazon. 

Contact us today to learn more about our services!

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