Today I’m going to show you how to add product targeting ads to your current Amazon PPC campaigns.
Amazon product targeting ads have the potential to increase your sales by up to 50%; so it’s definitely worth all Amazon sellers to consider when they’re looking to improve not only their sales, but also lowering their ACOS.
So what are Amazon product targeting ads exactly?
To put it simply, product targeting ads are used to showcase products that will show right under the listings of any ASIN that says ‘Similar products related to this item,’ and it’ll have a bunch of different listings.
There is a very specific process on how to create these campaigns efficiently – so I’m going to show you some of the things that we do for our clients at ZonRush when we’re creating the product targeting ads, and how you can benefit from implementing these same strategies in your current Amazon PPC campaigns.
Alright, so let’s go ahead and get into this now.
First, you’re going to have to do a little bit of manual work.
Go to Amazon, and type in your main keyword phrase, and then click ‘Search.’
Rule #1: Target ASINs that are higher priced
Once the Page 1 results come up, what you’re going to look for are ASINs where you’re priced more competitively.
Rule #2: Target ASINs that you have a superior product offer
Also, you’re going to want to make sure that you actually have a better offer.
So you’re going to be looking at better price and better offer ASINs that you’re going to end up targeting in your manual PPC campaigns.
Now there is a tool that will save you a TON of time doing this: It’s called Helium 10 ASIN grabber, and through the Chrome extension here, all you have to do is click on the ASIN grabber, and let it do all of the manual work for you.
We really like Helium 10. It saves a lot of time, and it allows you to go through the data much faster than if you had to do it manually. And once your results load up, just go ahead and click ‘Download’ at the bottom right hand corner. Then look through that data.
So now that you have the data right in front of you, here are some of the things you want to look for.
First, you’re going to want to organize the data.
So let’s say for example, your product is $9.99.
And what’s a better deal than $9.99? Well, anything above $9.99 is potentially a better deal for the customer.
So if you can target products that are priced $11.99, $19.99 and upwards, you can already see that if you have your product that’s less expensive and has higher quality, you’re going to do much better. What’s more, you’ll be able to funnel sales directly from your competitors listings.
One of the things that make that so much easier to do on the reports is when you go ahead and click on ‘Data,’ go ahead and click on ‘Data,’ then ‘Filter.’
Then, where it says ‘Price,’ go to ‘descending.’
So you want to see the most expensive products first, all the way down to the least expensive products. And again, you’re going to want to find where your product is priced. Also, you’re going to want to see products that are more expensive – it doesn’t even have to be much more, but just more expensive. That way you can have some sort of a competitive advantage when you’re funnelling the traffic to your listing.
And this method makes it so much easier, because all you have to do is once you have all of the ASINs is to go and see all those which are priced above $9.99. All those will be potential candidates to drive sales to.
As a next step, go ahead and copy the first 35 of them, and paste them inside of a Google Doc to track all of this data.
So now that you have Google Docs open, paste the ASINs into a list. This is going to be your list that will allow you to track which ASINs are currently in use, and which ones you still need to use.
You can also label them as, for example, ASINs above $9.99, or whatever your sales price is. Based on your goals, you can copy anywhere between 50 to 100 of these ASINs.
You might have 1000 of these potential listings. However, you don’t want to target all 1000 at any one time because that’s too many variables. Try to keep the campaigns within 50 to 100 ASINs, and look to optimize them every month by adding new ASINs every 30 days and pausing or removing ones that are underperforming.
How to set up Amazon Product Targeting Ads
Okay, so now you have your list of ASINs. The next step is to go ahead and create a campaign inside Seller Central, so you can see this entire workflow.
Once you have Seller Central loaded up, go ahead and click on ‘Create campaign.’ Once you’re inside the ‘Create campaign’ dashboard, let’s go through the workflow real quick.
For ‘Campaign name,’ we usually put “PAT” here at ZonRush, which stands for product ASIN targets.
So we’ll just put “PAT” there, and then you can put “ASIN” next to it, and whatever the number is. Or you can also put your product name if you have multiple products. In my video, I used charcoal toothpaste as an example. Whatever makes it easier for you to track.
For your daily budget, set whatever amount you’d like. For my example, I put 50 bucks a day with a manual targeting
As for ‘Campaign bid strategy,’ you can leave that exactly as is.
Finally, ‘Create an ad group’ – you can also leave that as is.
Once you’ve added your product, now let’s go ahead and go to the ‘Targeting’ section. And instead of keywords, you’re just going to click on ‘Product targeting.’
Now you need to go back to the Google Doc where you pasted the ASINs from the report, and copy the ones you want to use. Don’t forget to change those to red to make sure you’ll know they had already been used.
Now just go back to Seller Central, and paste the targets to the box in the ‘Individual products’ section by clicking on ‘Enter list.’
And now you can see Amazon’s suggested bid for all of the product placements that you want to target – and you can see some of them can be pretty high, and some of them can be inexpensive.
I suggest staying within the average budget that you feel comfortable with.
If you want to go on the higher side of things right away to start getting some data, feel free to do that. I would usually do 30% above the suggested price just to begin collecting some sort of data.
But if you want to be a little bit more conservative, you can just keep it as is: You don’t have to click ‘Apply’ on any of them, just leave them all as they are, just so you can begin experimenting on which placements are going to be the most profitable for your account.
Once you have those added there and you are comfortable with your bids, go ahead and click on ‘Launch campaign.’
The reason why I love Amazon product targeting ads is because it allows Amazon sellers a whole other section of placements to advertise on (as opposed to keyword placements). And as you know, keyword placements do have the tendency to get competitive over time, because a lot of sellers want to rank for some of these keywords.
So more than likely, when they’re targeting specific keywords, the bids might be higher.
Now with product targeting ads, you can also begin to diversify your placements by showing up for listings that you actually have a better deal, which will allow you to boost your revenue without adding more keywords to your campaigns.
And believe it or not, this was just a very basic campaign setup with Amazon product targeting ads; there are a lot of ways you can diversify this particular campaign setup to also target brands categories. There’s a lot of different setups you can use.
If you need a little extra help bringing your Amazon advertising campaigns to profitable levels and accelerating your sales, consider partnering with ZonRush. The best Amazon Advertising Management Service that combines the power of artificial intelligence and human optimizations for off the charts sales growth.
Stay tuned: I’ll use some of these other setups in next videos, but I just wanted you to get some of these campaigns off the ground so you can begin experimenting and boosting your sales on Amazon FBA.If you want to learn how to optimize your Amazon PPC campaigns, check out this next video. Also, we have an amazing Facebook group where we share the cutting edge of what’s working and what’s not working in the Amazon PPC world with other top sellers on Amazon.