The Importance of Product Targeting Campaigns
Many Amazon sellers frequently disregard a crucial campaign that is essential for the success of any Amazon ad account. This campaign is none other than the product targeting campaign. Without knowing it, sellers are often leaving sales on the table by not utilizing the full potential of these campaigns. In this blog I will talk about why product targeting campaigns are vital to your PPC success and mistakes sellers make when creating their campaigns.
One of the most common mistakes many sellers make is that they choose to show their ad on complementary products as opposed to similar products that are related to their own. To avoid making this mistake, it is crucial to target product listings that closely identify with your product. By doing this you can ensure that you’re targeting customers who are shopping for the exact product you are selling. By avoiding this mistake, you can expect to see healthier campaign metrics and increased traction among your campaign.
Now that you understand the importance behind selecting products that are direct competitors with your own, you may be wondering how do I decide which products I want to target in my campaign? This leads me into my next mistake that most sellers make which I like to call ’blind targeting’. This is where sellers don’t take the time to analyze their competitors' product listings and instead, solely rely on metrics such as revenue and sales to make a decision. They find competitors who are generating sales and are at the top of the market and assume that they would make perfect targets within their campaign. While they may have the right idea, there is a better approach to take when it comes to selecting products to target in your campaign.
This approach is none other than taking the time to truly analyze your competitors and being able to spot weak product listings within the market that you can capitalize on. I have listed a few characteristics that are very helpful for identifying weak product listings to target:
Listings that have poor reviews (less than 4.5 stars)
Low quality listings that aren’t fully optimized
Listings that are generating sales but have a low number of reviews
Listings that don’t highlight the main differentiating factor of the product
When set up correctly, product targeting campaigns can play an integral part of your advertising strategy. By this point you should have a better understanding of key mistakes to avoid when it comes to setting up your product targeting campaigns. I hope this blog provided you with some helpful tips you can implement to take your campaigns to the next level!
If you are looking to set up product targeting campaigns, or have existing campaigns that you think could be improved, hop on a call with us and we’ll come up with a personalized plan that best fits your needs!
