December 21, 2019
MT’s Performance Advertising in 2020: Ad Channels
Just last week, we noticed a new setting in the Amazon Advertising platform that allows you to adjust your bids for different targeting strategies within Amazon Sponsored Product auto-target campaigns. Specifically, you are now able to set different bids based on types of searches or types of product detail views. The new targeting options available in Amazon are close match, loose match, substitutes, and complements.
Previously, only one bid has been available at the ad group level for all products in Amazon automatic targeting campaigns. Aside from negative keywords, there was little control over what kinds of searches Amazon showed your ad on with automatic campaigns. With the introduction of these targeting options, you can now spend ad dollars on the most profitable kinds of searches and placements for your business. You are able to set different bids or even exclude individual targeting options.
This setting is only appearing in some brand new ad groups and is mentioned in Amazon Advertising’s FAQ section.
Below are Amazon’s definitions of the various targeting options, taken straight from the Amazon platform:
Metric Theory sees these options as significant opportunities to better control spend on auto campaigns. This should allow advertisers to drive increased revenue at a profitable ACoS by focusing on the kinds of searches that drive the highest return. While our general goal is to move spend away from auto campaigns to manual campaigns over time, Amazon automatic campaigns continue to be a good way to gather initial data and quickly scale new products. These new tools will help us become more efficient with our auto campaigns.
If you’re looking for help setting up your Amazon campaigns, get in touch with some of our experts.