Product Attribute Targeting is a powerful new way to target manual Sponsored Product campaigns. It allows sellers to target ads by either ASIN or Category (brands, prices, and ratings). This allows shoppers to find your product by choosing categories, products, brands, or features related to your own ASINs.
1. What is Product Attribute Targeting?
Product Attribute Targeting (PAT) is Amazon’s newest targeting capability in Seller Central and AMS. By using PAT, sellers and vendors can get their ads to show up alongside a specific set of products, brands, or items from a given price and ratings range.
PAT cannot be used with Keyword Targeting. A given Ad Group can either use Keyword Targeting or PAT, but not both. However, you can use negative keywords at the Campaign level with PAT.
PAT can only be used at the ad group level within manual campaigns and not automatic ones. A given PAT Ad Group can either target a basket of ASINs (your own or others’) or a particular Category with refinement by brand, price, or reviews.
For example, let’s say you create a manual Sponsored Product campaign and choose to target an Ad Group against the brand ‘Acme Industrials’ and against a 4-star review rating. Now whenever a buyer (i.e. a shopper on Amazon) sees a product from that brand (e.g. in search or in product details) that has a 4-star review, your ads will be allowed to bid for a spot on the page the buyer is viewing. If one of your ads wins the bid, it will show up on the page.
PAT is powerful, but your products still have to be relevant to the search the user is performing. This means that you should use PAT only on brands and products that are in the same category and fit roughly the same descriptions as the things you are advertising. For star-rating and price, Amazon will make sure to show your ads only when they are relevant to the search.
2. On which pages can my PAT ads show up?
PAT ads can show up in all the same places that a Sponsored Product ad can.
These places are:
- Search Results
- Product Details
- Check Out
- Thank You
To ensure that buyers have a good experience, Amazon controls how many ads for the same product line (i.e. parent ASIN) show up on a given page. In the event that you have an ad that matches the search the user performed via Keyword Targeting AND another one that matches the search results via PAT, Amazon will likely choose one (probably the highest bid), rather than showing both.
3. How do I build PAT Ads?
Create a Campaign with which to use PAT and create one Ad Group for each kind of PAT (ASINs vs. Category).
Name your Ad Group with the kind of targeting you intend! For example – ‘[PAT] Product Name – ASIN Targeting – B000000.’ For the Ad Groups, select products from your catalogue to advertise and then select ‘Product Targeting’ under the ‘Targeting’ menu.
For Category targeting, select the ‘Categories’ tab of the ‘Product Targeting’ modal. Choose a basket of categories that relate to the items in that Ad Group. Now, for each one, click the ‘Refine’ option and further target to a particular brand, price range or star rating. Keep an eye on the ‘Products Targeted’ count below to make sure you’re not going too narrow or too broad, unless that is your intent.
For ASIN Targeting, select the ‘Individual Products’ tab of the ‘Product Targeting’ modal. Now either enter a list of ASINs from the Search Term Report (Auto Campaigns often generate these), or use the ones suggested by Amazon, or search for specific ones yourself.
While you can have multiple types of Ad Groups in a Campaign, I recommend keeping category, product, and keyword targeting separated into their own campaigns for control and reporting.
4. How do I read a Search Term report with PAT?
There is a new column in the Search Term Report called ‘Targeting’ which will tell you which ASIN, Brand, etc. you’ve targeted. However under ‘Search Term’ you will only see the ASIN that was targeted, never the query the buyer used.
This means that PAT is not a great way to find new keywords.
5. How much budget should I put against PAT?
PAT is in its early days and not yet well tested. As such it should be considered supplemental to keyword advertising. I would advise fully budgeting your known high performing, Sponsored Products campaigns before investing in PAT. In particular, do not budget PAT over campaigns with generic or competitor keywords that are performing well. Steal budget to experiment with PAT from Sponsored Brands instead, which tends to be a costlier ad type with less obvious incremental sales. Typically we are seeing people allocate about 10% of their Search Ad budget to PAT.
6. If I use PAT should I also use competitor brand keywords?
For now, yes. It’s true that the reach for both of these would be about the same, however, PAT is still new and untested and your competitor keyword campaigns are known quantities. For another reason, broad and phrase competitor brand keywords can produce new search terms that are worth targeting, unlike PAT. Having said that, keep an eye on the performance of your competitor keyword campaigns and your PAT Ad Groups for the same brand. If you see one out-performing the other, consider shifting budget.
7. How can I narrow targeting using PAT?
Brand targeted Ad Groups can inform your competitor brand keyword campaigns. In the Search Term report, these will give you ASINs for competitors against which you’re converting. Look up these ASINs, find the product names, and add those keywords to your brand keyword campaigns.
You can also take note of ASINs against which you are converting poorly, and negate these from brand targeted Ad Groups.
8. When should I use category targeting and when should I use ASIN targeting?
Use Category Targeting as a way to get broad reach at a higher ACOS. This means you’re going to show up on a lot of searches if you target a popular brand and likely going to have a lower conversion rate. However, this will give your product lots of visibility and will give you a chance to see which specific ASINs within that brand you’re doing well against. A good choice for a new launch.
Use ASIN targeting when your product is disrupting a specific ASIN already on the market, or when you know which ASINs are commonly showing up alongside your product already in search. This is a much narrower reach than targeting a whole brand and should be used for more mature products that understand their competitors.
The following are some strategies to use with PAT.
1. Capture Market Share
The most obvious use of PAT is to attack your competitors and capture market share from them. If you have a clear picture of which brands or products are being considered against your own, advertise against them to see how you fare.
Do your competitive research before you use this strategy. Look through the Search Term Report for ASINs from you auto-campaigns against which you are converting. Think twice about competing with products and brands with much better ratings and/or lower prices. You are likely to pay for browse behavior that never converts. On the flip side, find badly ranked or expensive competitors and attack them.
2. Defend Your Market Share
The flip side to the strategy above is that your competitors are going to be using PAT to target you. Do not try and defend everything you sell. Products with low prices, good sales rank and good reviews are going to be expensive for your competitors to steal from you. Spend money instead on your weaker products and brands.
When advertising on your own ASINs and Brands, consider constructing campaigns that advertise products that sell well with the advertised product. As an example, target your boots with an ad for your best boot laces. Also, when advertising on your own ASINs, don’t steal a sale from a high-margin product by advertising a similar (or worse, better!), lower-margin product against it.
3. Brand or Product Launch
When launching something new, it’s hard to predict what keywords are going to work best. Yet you do not want to waste precious time figuring this out – you need sales now! Use PAT to target similar products or brands and ride their searches. This will give you immediate reach with people looking for what you want to sell. This is particularly powerful if your product is disrupting something already on the market.
For example, if you have just invented a better mouse-trap, and want to launch it, it makes sense to target the brand with the top-selling mouse-trap!
Again, consider carefully the quality of your product and do your research. You do not want to target a luxury brand if you’re selling a mass-market good.
4. Opportunistic Advertising
If a brand in your category gets hot off social media, ride the wave! Target them and their products to benefit from the search boost they are getting. This strategy can also be used with their competitor brand keywords.
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