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Amazon Advertising Product Launch Strategy When Keywords Are Too Expensive

Published on October 31, 2025

About this video

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Amazon product launches can be challenging when your target keywords have high costs like $5 or $15 per click. This video covers alternative Amazon advertising strategies for product launches when budget constraints limit your ability to target expensive exact match keywords.

When your primary keywords are too expensive for product launches, you have several Amazon PPC options available. Long tail exact match keywords with three to six words can be more affordable while still providing precise targeting. Phrase match and broad match campaigns offer additional alternatives, though broad match requires careful management due to potential waste despite generating good sales at reasonable costs.

Product targeting presents an interesting approach for Amazon sponsored products campaigns during product launches. By targeting competitor listings, your Amazon ads appear on search results pages and product display pages. This strategy often results in lower costs compared to exact match keyword targeting. For example, while an exact match keyword might cost $3.37 per click, product targeting can reduce costs to $1 or less depending on the niche.

The key advantage of product targeting in Amazon advertising is that you rank for keywords your targeted competitors rank for, assuming you generate sales. This works particularly well when combined with sponsored products exact match campaigns. You may discover various keywords, including unexpected ones, that drive conversions.

Negative phrase match keywords help control unwanted traffic when using product targeting campaigns. This Amazon PPC strategy provides less control than exact match but offers cost advantages for competitive niches during product launches.

Contents: 0:00 Product Launch Keyword Challenges 0:32 Alternative Keyword Strategies 1:12 Product Targeting for Launches 1:54 Cost Comparison Examples 2:25 Keyword Discovery Benefits 2:54 Competitive Niche Applications

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Transcript

Hi, so let's continue about the product launches. So many of you know that it's the most precise way to target certain keywords during a product launch is using exact match single keyword targeting if possible. Now there's the issue where the keywords that you would like to be ranked on can be too expensive. It can be $5 a click, $15 a click or whatever. Even if it's much lower than that, it can be that you're just starting out or you just don't have enough budget to dedicate to this product launch. There are many other options that you can do. So you can start with some other keywords again in exact match to be a little bit more aggressive on them. If they're long tail consisting of three, two, four, five, six words depending on the context. You can do even phrase match. If you can do broad match, yes, you can do broad match for a product launch, but that's a different topic. It can give you good results, but it will be hard to control. In every broad match that I had have seen, there were good sales, good number of sales at really good a cost, but there's also a lot of waste and that's that's a known issue. But I don't know, I'm not sure if you knew that you can even use product targeting for a product launch either as a single way to do product launch, but it works better if you couple that with a few exact match keywords that you want to target. So what essentially it happens is that [clears throat] let's say you're targeting if you're targeting supplements uh or in this case this is I think for Gatorade. Yeah. So if you're targeting some of your competitors uh listings, your ads will be shown on search results page. It will be shown on PDPs and all over the place. You will see your that your ad spend goes towards keyword targeting even though that you're targeting only products. So that happens on Amazon and you can solve that by adding negative phrase matches to some some of the words that you don't want to to bid on. But what essentially happens when you bid on your for example biggest competitor, you will end up paying much less when you attack them through product display pages or PDPs than if you attack them through exact match keywords because as I said exact match keyword can be $5. For example, this one body armored rings, it's going to be $3.37. And it could be easily uh it can easily be that by using product display pages for targeting this competitor and a few others, you will pay much less. You will pay a dollar or even less than that depending on the context. But as similar as to some of the other match types like broad match and phrase, you will not not have absolute control, but you will be ranked for keywords that the targeted competitor is ranking for. if you of course get the sales. Um, so I've seen that u it works really well coupled with sponsor brand sorry sponsor product exact match campaigns. So occasionally you will see all different kind of keywords even the weirdest one if they rank for it and they sell on those keywords you will too. So, it's a nice little trick to have a less competitive product launch. And no, it's worth a test if you're a really uh competitive niche. So, let me know if you have any questions about it and see you tomorrow in the new video. Bye-bye.

Frequently asked questions

What options are available for a product launch when the target exact match keywords are too expensive?

Several alternatives work depending on budget and tolerance for less precise control. Long-tail exact match keywords of three to six words typically cost less per click than shorter, high-volume head terms while still providing targeting precision. Phrase match captures relevant variations at lower CPCs than exact. Broad match can generate strong sales and good ACoS but produces more wasted spend from irrelevant queries and requires active negation. Product targeting is the least obvious alternative and often the most underutilized: targeting competitor ASINs directly can deliver CPCs significantly lower than keyword targeting in the same niche.

How does product targeting work as a launch strategy and what makes it cost-effective in competitive categories?

When you target a competitor's ASIN in a Sponsored Products product targeting campaign, your ad appears on that product's detail page and in related placements. Amazon will also show your ad for search terms the targeted competitor ranks for, meaning you inherit some of their keyword coverage without paying the exact match CPC for those terms. In the example from the video, an exact match keyword cost $3.37 per click, while targeting the competing product's ASIN produced CPCs of $1 or less for the same traffic. The trade-off is less control: you cannot specify which keywords trigger your ad, so adding negative phrase match terms for irrelevant queries is necessary to reduce waste. Combined with a few exact match single keyword campaigns for your highest-priority terms, product targeting provides budget-efficient coverage for a competitive launch.

Why does product targeting sometimes result in keyword traffic even though only ASINs are being targeted?

Amazon's algorithm treats product targeting and keyword targeting as distinct systems that can overlap in where ads are served. When you target a competitor ASIN, Amazon can show your ad not only on that product's detail page but also in search results positions, particularly when the search query is closely related to the targeted product. The spend attributed in reports will show as keyword targeting even though no keywords were added to the campaign, because Amazon is matching your ad to search terms related to the competitor's listing. This is why adding negative phrase match terms for clearly irrelevant queries is important in product targeting campaigns, and also why the strategy can surface unexpected converting search terms that would not have appeared in a keyword-only launch.