You determine what scenarios your ad is eligible to serve impressions in by targeting by keywords or using product targeting.
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Keyword and product targeting options vary depending on the advertising campaign type you're using. Keyword targeting is available for Sponsored Products and Sponsored Brands campaign. Product targeting is available for Sponsored Products, Sponsored Brands, and Sponsored Display campaigns. Sponsored Display campaigns can be configured to reach audiences off amazon across third-party publishers.
Keyword targeting allows you to choose keywords to show your products in customer searches and detail pages. Use this strategy when you know the search terms that shoppers use to search products similar to yours.
For example, if your product is a phone case, you may choose the keyword “phone case.” When a shopper searches for a product with the search term “phone case,” your ad is eligible to show in search results and detail pages.
Product targeting allows you to choose specific products, categories, brands, or other product features that are relevant to the product in your ad. Use this strategy to help shoppers discover your product when browsing detail pages and categories, or for Sponsored Products and Sponsored Brands, when searching products on Amazon. You can target categories and products individually or target a combination of categories and brands in the same campaign.
To help you get started, we provide targeting recommendations under the “Suggested” tab in the Product targeting section. To prevent unwanted impressions, you can specify a negative list of brands and ASINs that the ad will not be matched to.
For example, if the product in your ad is a "Brand A" shoe for women, you can choose to target the category “women’s running shoes” for all search results and detail pages relevant to this category. You can also choose to target the brand “Brand B” because it’s a brand similar to "Brand A", or you can target price points, star reviews, or variations of similar products.
In the categories tab, you can target suggested categories that are based on relevance to your product. You can also search by category, or you can browse categories listed below the search field. Additional refining categories are available for Sponsored Products, Sponsored Brands and Sponsored Display:
In the products tab, you can target suggested individual products that are similar to the product in your ad. You can also search for specific products in the search field.