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Automatic and manual targeting

Targeting uses keywords and products to show your ads on search and detail pages to relevant shoppers. For Sponsored Products campaigns, you can create two types of targeting: automatic and manual.

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Automatic targeting

With automatic targeting, we match your ad with keywords and products that are similar to the product in your ad. We choose keyword and product matches for you based on shopper searches related to your product information. Automatic targeting allows you to easily and quickly create a campaign. After your campaign has been running, you can view your campaign’s performance in campaign manager to monitor impressions and clicks to your ad and modify the targeting to meet your business goals.

When you choose automatic targeting, we use multiple default strategies on your behalf to match your ad to a shopper looking for your product. For example, your ad will be eligible to be shown in the search results if your product closely or loosely matches searches results from shoppers. Similarly, we'll show your ad to shoppers who view the detail pages of products that are substitutes or complements of your ad products. After you create your campaign, you can view these different targeting strategies (i.e., close match, loose match, substitutes and complements) in campaign manager and make changes to meet your campaign objectives. For example, you can increase your bid for one tactic versus another to meet your objectives.

Manual targeting

For more advanced advertisers who have targeting experience, manual targeting helps you to specifically target keywords and products. You can choose different match types for keywords, and choose categories, products, brands or features related to your product.

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