Amazon PPC Strategy: Product Alignment

Use this Amazon PPC strategy to help shoppers find your product when they browse detail pages and categories or they search products on Amazon.

Amazon PPC Product Targeting

Product targeting allows you to select specific products, categories, brands, and other product features that are relevant to the product in your ad. Use this strategy to help shoppers discover your product when browsing detail pages and categories, or in the case of Sponsored Products and Sponsored Brands, when shoppers are searching for products on Amazon. You can specify categories and products individually for targeting or combine categories and brands in the same campaign.

You can find alignment recommendations on the Suggested tab in the Product Alignment section to help you get started. To avoid unwanted impressions, you can create a list of brands to exclude and ASINs to which the ad should not be assigned.

For example, if the product in your ad is a “5 more minutes” brand pillow, you can choose to target the “Pillows” category for all search results and detail pages relevant to that category. You can also choose to target the brand “UTTU” or “ALOE VERA” because it is a brand similar to “5 more minutes”, or you could still specify price ranges (Ex: 50-100), star ratings or variations of similar products.

Negative product targeting

Negative product targeting prevents your ads from displaying when a buyer’s search matches your negative product selection. This helps to exclude irrelevant searches and reduces your advertising costs. You can exclude brands or products.

Need help with Amazon PPC?

As an Amazon agency, our experts support you with Amazon SEO, Amazon PPC and Amazon Marketing. To set up the product alignment in Seller Central, our experts are at your disposal.

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