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Transcript
Frequently asked questions
Why do product targeting campaigns on Amazon show ads on search results pages when the intent was to target specific product detail pages?
When a product targeting campaign is set up and specific competitor ASINs are added, Amazon's default behavior still allows the ads to appear for search queries related to those products, not only on the product detail pages themselves. This happens because the campaign matches against keywords associated with the targeted ASINs in addition to the product page placements. The result is that budget intended for competitor product page conquesting also gets allocated to keyword-triggered search placements, which may or may not align with the campaign's strategy. Checking the search terms report inside a product targeting campaign will reveal exactly which search queries triggered impressions, which is often a surprise to sellers who assumed the campaign was running only on product pages.
What is the difference between exact product targeting and expanded targeting when adding ASINs to a product targeting campaign?
When adding products to target in a Sponsored Products product targeting campaign, Amazon presents two options. Exact product targeting means your ad will only appear on the specific product detail pages for the ASINs you have selected. Expanded targeting, which is the default pre-selected option, extends delivery to products that Amazon considers similar to the ones you added, broadening the reach beyond your intended ASIN list. If the goal is to target specific competitor listings where you have a clear competitive advantage, such as a better rating, more reviews, or a more competitive price, expanded targeting will dilute the strategy by including products you did not choose. Always switching the toggle to exact before confirming the targeting selection is essential for maintaining control over where the ads appear.
How do you stop a product targeting campaign from appearing on search results when there is no option to add negative search terms at the ad group level?
The solution is to add negative keywords one level up, at the campaign level rather than the ad group level. Inside a product targeting campaign, the negative targeting section at the ad group level only allows you to add negative product targets, meaning ASINs or categories you want to exclude. There is no interface for adding negative search terms there. However, if you navigate out of the ad group and go to the campaign level settings, a separate negative keywords section is available. Adding search terms as negative keywords there prevents those queries from triggering your ads anywhere in that campaign, regardless of which ad group or targeting the match would have come from.
Where should negative product targets be added versus negative search terms in a product targeting campaign?
The two types of negatives operate at different levels of the campaign structure. Negative product targets, meaning specific ASINs or categories you want to exclude from receiving your ads, are added at the ad group level within the negative targeting section. Negative search terms, meaning specific keyword queries you want to prevent from triggering your ads, must be added at the campaign level using the campaign-level negative keywords feature. Mixing up these two levels is a common source of confusion: sellers trying to add a negative search term at the ad group level will find the option is not available and may incorrectly assume it cannot be done at all, when in fact it simply requires going one level up in the campaign hierarchy.