How to Create Product Targeting Campaigns | PPC Guide (Part 3)
When it comes to growing your visibility and increasing conversions on Amazon, understanding Amazon product targeting is essential. As an Amazon seller, you've likely explored keyword targeting and sponsored product ads. But if you're not leveraging product targeting in Amazon ads, you’re leaving money—and market share—on the table.
In this guide, we break down how to set up Amazon product targeting step by step. It is tailored for sellers operating in the USA, whether you're managing campaigns yourself or working with a professional Amazon marketplace management agency.
Let’s explore what makes product targeting so powerful, and how you can implement it effectively to target competitors on Amazon, defend your brand, and optimize for better returns.
What Is Amazon Product Targeting?
Amazon product targeting is a PPC strategy that allows you to place your ads directly on specific product detail pages or within entire product categories. This is different from keyword targeting, where ads appear in search results.
The main advantage? Intent-rich placement. Your ad shows up while the shopper is browsing a product page—right when they’re actively evaluating options.
This form of Amazon sponsored product targeting is one of the most efficient ways to capture traffic from shoppers who are close to making a purchase decision.
Why Should You Target Competitors on Amazon?
Targeting competitors directly can feel aggressive, but on Amazon, it’s simply a smart strategy. When a shopper lands on a competitor’s listing and scrolls down, your ad can appear as a sponsored alternative.
But here’s the catch: You have to offer a better deal.
To succeed at Amazon ASIN targeting, focus on products where you have a tangible edge. That could be:
Lower price
Higher review count or average rating
Faster delivery (Prime eligible)
Superior product features or bundles
Think of it as digital shelf-space stealing—but with merit. Your product must deserve the click.
This approach doesn’t just increase traffic—it improves the quality of the traffic, which leads to higher conversion rates (CVR) and lower ACoS (Advertising Cost of Sale).
Step-by-Step Guide: How to Set Up Amazon Product Targeting
Here’s your detailed walkthrough to launch an optimized product targeting campaign inside Amazon’s Campaign Manager.
Step 1: Navigate to Campaign Manager
Log in to your Amazon Seller Central account and access the Advertising Campaign Manager. Click “Create Campaign.”
Choose Sponsored Products, which is the most commonly used ad type for product targeting.
Step 2: Select Manual Targeting
Opt for Manual Targeting rather than Automatic. Manual targeting gives you greater control over where your ads appear, making it essential for strategic Amazon PPC campaigns.
Step 3: Choose Product Targeting
Under “Targeting,” select the Product Targeting option. Here, you’ll see two major paths:
Individual ASIN Targeting
Category Targeting
We’ll explore both in detail.
Individual Product Targeting: Precision Targeting That Converts
This method allows you to target specific ASINs—either your competitor’s or your own (more on that in a moment).
How to Do It:
Choose ASINs from the Suggested List based on Amazon’s algorithm.
Or, manually input ASINs you’ve identified during competitor research.
Make sure you’re targeting strategically selected products. It’s tempting to go after every similar product in your niche, but it’s more effective to only target listings where your product has a clear competitive edge.
This simple shift in mindset can significantly boost your Click-Through Rate (CTR) and CVR, while keeping your ad spend efficient.
Defending Your Brand: Target Your Products
Here’s a lesser-known but equally important tactic: brand defense.
Instead of letting competitors advertise on your product pages, you can use Amazon manual targeting strategy to show your products there.
This is useful for:
Upselling related products
Cross-promoting variations (e.g., different sizes or colors)
Keeping shoppers within your product ecosystem
This type of product targeting in Amazon ads improves customer retention and encourages multi-item purchases, while protecting your listing from poachers.
Watch this step-by-step video tutorial on how to set up Amazon product targeting campaigns for a detailed visual explanation.
Category Targeting in Amazon PPC: When and How to Use It
Category targeting allows you to target entire Amazon product categories. While this can seem like a shortcut to visibility, it comes with trade-offs.
The Downside:
You won’t have full control over where your ad appears. Your product might show up next to irrelevant or high-performing products, leading to wasted spend.
The Solution: Refined Targeting
To make this method work, apply Amazon ads targeting filters to refine your audience.
You can narrow down by:
Brand
Star rating
Price range
Prime eligibility
For example, if your product is competitively priced and has over 4-star reviews, use filters to only show your ad alongside similarly rated products. This tactic aligns your ad with shopper expectations and improves ad relevance.
By using these filters in combination, you create micro-targeted segments where your product is more likely to get noticed—and convert.
Campaign Bidding Strategy & Final Setup
Once you’ve selected your targeting method, it’s time to:
Name your campaign (choose something descriptive for easy tracking)
Set your bidding strategy (dynamic bids down only is a safe starting point)
Choose a daily or lifetime budget based on your goals and product price point
For sellers new to bidding, we recommend starting small and increasing based on performance.
Amazon PPC Optimization Tips for Product Targeting
To help you get the most out of your campaign, here are some advanced tips:
Start with a narrow ASIN list, then scale as performance improves.
A/B test your creativity (images, titles) to boost CTR.
Monitor performance metrics like CTR, CVR, and ACoS weekly.
Use negative targeting to eliminate poorly converting ASINs.
Bundle products in brand defense campaigns to increase average order value.
Working with an experienced Amazon marketplace management agency can help automate and optimize these processes for long-term success.
Best Practices for Amazon Product Targeting
Here’s a quick recap of what makes a strong Amazon PPC targeting strategy for beginners and experts:
Target only when you have a competitive advantage.
Defend your listings by targeting your ASINs.
Refine category targeting using filters to boost efficiency.
Avoid generic placements by controlling your ad environment.
Align targeting with a strong product listing strategy for maximum synergy.
Final Thoughts
Amazon product targeting bridges the gap between visibility and conversion. Whether you're entering the marketplace or expanding your ad portfolio, this strategy enables you to reach customers with precision and purpose.
Frequently Asked Questions (FAQs)
Q1. How do I know which ASINs to target in Amazon ads?
Use competitive research tools to identify products with weaker ratings, higher prices, or limited features compared to yours.
Q2. Can I run both category and individual ASIN targeting in one campaign?
Yes, you can create ad groups for each targeting type within a single campaign for better organization and testing.
Q3. Is product targeting suitable for new Amazon sellers?
Absolutely. If your product has a USP, even newer listings can outperform older competitors when targeted correctly.
Q4. How often should I optimize my product targeting campaigns?
Review performance data weekly. Pause underperforming ASINs and double down on high-ROI targets.
Q5. What tools help with product targeting research?
Tools like Helium 10, Jungle Scout, and Amazon Brand Analytics can help uncover ideal ASINs to target.
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