- Keyword targeting captures shopper search intent.
- Product targeting focuses on ASINs or categories rather than typed search terms alone.
- Competitor and own-ASIN targeting can serve different objectives.
- Search-term and targeting reports should guide optimisation rather than guesswork.
Keyword targeting
Keyword targeting is built around the language shoppers use when searching. Exact, phrase and broad match types provide different levels of reach and control. The appropriate mix depends on whether the campaign is harvesting proven queries, expanding discovery or protecting brand demand.
Product targeting
Product targeting lets advertisers target specific ASINs or categories where the format supports it. Competitor ASIN targeting can place products against relevant alternatives, while own-ASIN targeting can support cross-sell or defensive strategies.
Keep objectives separate
Combining unrelated targets in one structure can make optimisation difficult. Separate campaigns or ad groups can make it easier to control bids, budgets and negatives based on the role of each targeting type.
Use reports to decide what stays
Review spend, orders, sales and conversion at the search-term and target level. High spend without orders, profitable converting terms and new query patterns should lead to different actions.
One-product targeting example
- Keyword exact: use proven high-intent search terms that closely describe the product.
- Keyword phrase/broad: use for controlled discovery and mine search-term data.
- Competitor ASIN targeting: test relevant alternatives with comparable use, price and audience.
- Own-ASIN targeting: use where cross-sell/defensive placement makes commercial sense.
- Category targeting: narrow by available refinements when broad category traffic is too loose.
- Search-term action: promote proven queries, reduce bids on inefficient terms, or add appropriate negatives based on evidence.