Features
Amazon Advertising offers a wide range of options for product ad targeting, and you’ll frequently find new features to help you target customers. In this Merch Jar guide, we’re going to help you optimize your Amazon ads targeting so you can consistently reach the customers you want.
Amazon ads targeting is a useful feature that helps Amazon marketers reach potential customers with relevant ads that reflect their specific traits, interests, and buying behavior. The feature works by leveraging customer data to segment Amazon users based on basic demographics, browsing behavior, and shopping interests. It can then generate unique ads that are tailored to the different customer segments so as a seller your products are shown to those who would actually want to see them.
Instead of general ads, your potential customers will get targeted ads that are tailored to their actual interests and past shopping behavior.
Now that we’ve covered the basics of why you need to take your Amazon ads targeting more seriously, let’s dive into the ways you can optimize your ads for success.
When you’re creating your Amazon ad campaign, it’s important to define your campaign objective to help you choose a suitable targeting method as well as the products that will help you achieve that goal. For each product you sell, consider a specific business goal you’d want to pursue for that product.
Here are some strategies to consider for the main objectives you define:
Making an effort to understand your target audience yourself will help you develop more effective ad campaigns. In order to understand your target customers better, you should spend some time analyzing any data you get from current customer engagement. This includes evaluating their basic demographics and purchase trends.
You can get started with these following steps:
Successful keyword research is a crucial part of any Amazon ads strategy because it will help you assess your ads’ revenue potential before launching. These keywords are still important once your campaign is live, though. You’ll need to make sure to keep researching and adding relevant keywords your customers are using to your targeting settings. This will make sure you increase your ads’ visibility to the right audience every time.
This Amazon ad for a Polaroid camera is a great example of relevant keywords used well. Each word used in the description functions as a unique keyword for customers who want to purchase a Polaroid camera with accompanying accessories.
You should also consider using negative keywords. They can help prevent your ad campaigns from coming up in search results for similar products that don’t match your campaign goals. Essentially, you’ll be removing non-relevant search terms from your campaigns to make them even more targeted to your desired audience.
When it comes to Amazon’s Sponsored Products, you’ll have three ads targeting options you can choose from. Experiment with all of them to see which gives you the best results.
To make sure your targeted ad efforts are paying off well, you need to define key performance metrics and consistently measure them. You can refer back to the initial objectives you set out at the beginning of your campaign to get a good idea of the metrics you should be measuring.
For instance, if you set out to increase sales of a certain product, you can measure the total value of your conversions against the cost of the targeted marketing campaign to see if you’re succeeding.
Ultimately, the goal is to keep track of your Amazon ads targeting strategy to make sure your products are constantly being shown to the people who would love to see them. It’s true that this can often be overwhelming and time consuming. Fortunately, you can leverage the power of Amazon ad automation software like Merch Jar. We’ve designed our software to help you optimize all your sponsored product listings simultaneously while you relax. Want to try it out for yourself? Try Merch Jar for free for 30-days and see how your ads flourish!
