30 July 2025

What are some targeting options available in Amazon PPC?

Amazon PPC (Pay-Per-Click) advertising is a powerful tool that sellers use to increase their product visibility and drive sales on the Amazon marketplace. With millions of products listed, targeting the right audience is essential for achieving a high return on ad spend (ROAS). Fortunately, Amazon offers various targeting options that allow advertisers to hone in on the most relevant shoppers based on behavior, keywords, and product categories.

Understanding these targeting options is key to creating more efficient and profitable campaigns. Below are some of the most notable targeting methods available in Amazon PPC.

1. Keyword Targeting

Keyword targeting allows sellers to target ads based on specific search terms that customers type when looking for products. This is most commonly used in Sponsored Products and Sponsored Brands campaigns.

• Broad Match: Targets any customer search term that contains all the keywords in any order, possibly with additional words.
• Phrase Match: Targets search terms that contain the exact phrase or sequence of the keywords, with or without additional words before or after.
• Exact Match: Only targets search terms that match exactly what the advertiser has entered, with minimal variation.
• Negative Keywords: Used to exclude certain search terms, helping avoid irrelevant clicks and wasted spend.

2. Product Targeting

Product targeting gives advertisers the ability to target specific products or product categories within Amazon’s catalog. This is available in Sponsored Products and Sponsored Display ads.

• ASIN Targeting: Targets specific Amazon Standard Identification Numbers (ASINs), ideal for placing ads on competitor product pages or complementary items.
• Category Targeting: Targets entire categories of products, which can be further refined by price range, brand, review ratings, and Prime eligibility.

This method is excellent for brand defense (targeting your own ASINs) or conquesting (targeting competitors).

3. Audience Targeting

With the expansion of Amazon’s Sponsored Display ad format, audience targeting options are now more sophisticated, letting you reach users based on their shopping behaviors and interests.

• Views Remarketing: Targets shoppers who viewed your product but did not make a purchase, encouraging them to return and complete the transaction.
• Purchases Remarketing: Targets users who already purchased from your brand, useful for repeat purchases or cross-selling new products.
• Interest Targeting: Reaches new audiences based on behavioral signals and long-term interest in a category.

These advanced options make dynamic retargeting and customer acquisition much more efficient than ever before.

4. Automatic Targeting

Automatic targeting is a feature primarily associated with Sponsored Product ads. When enabled, Amazon’s algorithm determines the best keywords and product matches, based on your listing content and past performance data.

• Close Match: Targets shoppers searching for terms closely related to your product.
• Loose Match: Targets broader search terms that are slightly related.
• Substitutes: Targets products that are potential substitutes to yours.
• Complements: Targets products that complement your product.

Automatic campaigns can be a great starting point for new sellers or when launching new products, though fine-tuning is often required to improve effectiveness.

5. Custom-Built Targeting Strategies

Experienced advertisers often build custom targeting strategies that blend multiple forms of targeting. For example, they might start with automatic campaigns to discover high-performing keywords, then use that data in a manual campaign with refined exact match targeting. Similarly, combining product targeting with remarketing tactics can create a full-funnel advertising strategy.

Amazon PPC continues to evolve, providing advertisers with greater control and deeper insights. Selecting the right mix of targeting options can mean the difference between a high-performing campaign and wasted ad spend.

Frequently Asked Questions (FAQ)

• Q: What is the best targeting option for new sellers?
  A: Automatic targeting is often the best starting point for new sellers, as it allows Amazon to identify relevant keywords and products based on your listing.
• Q: Can I use multiple targeting types in one campaign?
  A: Yes, especially in Sponsored Display campaigns, where audience and product targeting can be layered for more customized outreach.
• Q: What’s the difference between ASIN targeting and category targeting?
  A: ASIN targeting focuses on specific products, while category targeting allows more broad exposure within a product type or segment.
• Q: How important is negative keyword targeting?
  A: Extremely important. It helps eliminate irrelevant traffic, reducing wasted ad spend and improving your ad campaign efficiency.
• Q: How do I choose between keyword and audience targeting?
  A: Keyword targeting is great for search-based campaigns, while audience targeting is more suitable for retargeting and discovery within display ads.