[PPC Den Podcast Ep. 3] Amazon’s New Product Targeting Features

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Amazon's New Product Targeting Features

In this episode, Mike and Brett jump into the new product targeting features that were released last week by Amazon. Join us as we discuss theory and strategies that you can implement when you create your very first product targeting and category targeting campaigns.

Episode Highlights

  • 0:59 Episode Overview
  • 1:50 December Ad Badger Software Update
  • 3:12 New Amazon Product Targeting Features
  • 4:02 About the PPC Den Membership Academy
  • 5:00 New Product Targeting Theory & Strats
  • 9:00 SOP – Standard Operating Procedure
  • 11:40 Diving in to Seller Central
  • 25:00 Category Targeting
  • 25:30 In A Perfect World

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If you missed them, you should check out our previous episodes of The PPC Den Podcast:

  1. Why We’re Living In The Golden Age of Amazon PPC
  2. The Bid+ Conundrum
  3. Amazon’s New Product Targeting Features
  4. The Advanced Basics of Amazon PPC
  5. Amazon PPC Advertising Stats
  6. Hitchhiker’s Guide to Sponsored Products (Part 1)
  7. Hitchhiker’s Guide to Sponsored Products (Part 2)
  8. Campaign Naming Systems
  9. Product Targeting – Into the Great Unknown
  10. The Strangest, Most Popular PPC Strategy: The Keyword Dump
  11. Dissenting Thoughts on PPC Budgets
  12. First Look on New Bid Options in Amazon
  13. What We Love About Amazon PPC
  14. The Dreaded Amazon Data Reporting Delay
  15. All Things Negative Keywords
  16. Cranking Up Conversion Rates
  17. The Star-Crossed Lovers (Organic & Paid Traffic)
  18. How to Scale Using PPC – A Case Study
  19. The Ultimate Amazon PPC Roadmap
  20. Amazon Advertising Launch Strategy for New Products
  21. Our Gripes About Amazon Sponsored Brand Ads
  22. Should You Bid on Competitors’ Branded Keywords
  23. Making Sense of New to Brand Metrics
  24. Defining Your PPC Goals & Setting ACOS Targets
  25. The Latest Sponsored Brand Ad Updates
  26. An Introduction To Bulk File Operations
  27. Click Through Rate (CTR) Rundown
  28. The Importance of Indexation for Amazon PPC
  29. My 5 Predictions for the Future of Amazon PPC
  30. A Round-Table Discussion About Placement Settings
  31. The Complete Guide to Self-Auditing Your Campaigns
  32. Improving Your Account With Amazon Reports
  33. A Data-Driven Approach to Prime Day PPC 
  34. Clickfraud, Who to Hire, and More Common Amazon PPC Questions
  35. Increase Conversion Rates for Sponsored Brand Ads
  36. Amazon DSP with Kiri Masters
  37. 4 Things Amazon Does Better than Google and Facebook
  38. Three Effective Ways to Optimize Amazon PPC Bids
  39. Promoting Your Products with Amazon Coupons
  40. Should You Segment Your Branded Keywords in Amazon Ads?
  41. What to Expect From 30 Days of Running Amazon Ads

Amazon's New Targeting Features

Amazon recently released its new Beta targeting features for Amazon marketers to explore. These new targeting features allow you to hone in on your customers by choosing specific products, brands, categories, or other product features to target your ads.

If you’re anything like us here at Ad Badger, you just can’t wait to launch one of these new ads. If that’s you… you’re in luck! Follow along below and you’ll have your first product targeting ad up and running in no time!

Step 1: Begin by logging into Seller Central, click “Advertising”, and then you’ll be taken to the Campaign Manager and see “All Campaigns”. From there, click on “create campaign”. You’ll be shown these options below:

Step 2: Go ahead and click “Continue” under the “Sponsored Products” option.

Step 3: At this point, you’ll see all of the usual options and settings you normally see when creating a new campaign. Fill in your Campaign Name, start date, end date, daily budget, and choose your targeting. Since we’re making a new product targeting campaign, select “Manual targeting” here.

This is what Amazon sellers see in Seller Central under the "Campaign Settings" tab.

Step 4: Fill in your ad group name and select the product(s) you want to include in this new campaign.

Step 5: Now that you’ve selected manual targeting, filled out your campaign info, and selected your product(s), you’ll see this (above) box that lets you select your intended targeting. Select “Product targeting” here.

Step 6: You’ll now have a few options to customize your campaign. You can select from a list of relevant categories (above) and even refine those categories to be more specific if you’d like. If you’re happy with the category as is, just click “target”. If you’d like to refine the category further, click “refine”.

Step 7: If you click “refine”, you’ll be presented with these (above) options. You can select specific brands, set a certain price range, and even refine your selection by review star ratings.

Step 8: If you’d like to target individual products instead of targeting by category (or refined category), you can select those individual products from the “Suggested” tab above. This will give you a long list of products suggested by Amazon to be relevant to your product. Alternatively, you can search for a specific product by typing its name, ASIN, or SKU. You can also enter a whole list of products by name, ASIN, or SKU. 

Step 9: Amazon also released “negative product targeting” with this update. This allows you to exclude certain brands or products from your targeting. This will prevent your ads from being shown on listings of certain brands or products. 

Step 10: You’re good to go! Just press “Launch Campaign” at the bottom and you’ve successfully launched your very first product targeting ad!