Amazon has rolled out a significant update to its manual Sponsored Products advertising platform: the introduction of an "Expanded" targeting option for ASIN-based product targeting. This feature could prove instrumental for sellers seeking to enhance their ad performance.
Previously, ads targeting specific ASINs would appear exclusively on those product detail pages. With the new "Expanded" option, advertisers can now extend their reach to include closely related products - such as substitutes, complementary items, and other products likely to appeal to the same customer base. This expansion promises to significantly broaden ad visibility and attract more potential buyers.
How Expanded Targeting Works
The expanded targeting functionality leverages Amazon's sophisticated algorithms to optimize placements. Compared to traditional category targeting, this method offers greater precision and potential. The system analyzes the characteristics of targeted ASINs and automatically identifies related products, enabling more intelligent and efficient ad placements.
Evaluating Performance: Recommended Comparison Tests
To assess the effectiveness of expanded ASIN targeting, sellers should compare performance across these ad types:
- SP Automatic Ads - "Similar" and "Related" products: Observe how automatic ads perform in finding comparable and complementary items
- SP Manual Ads - Category targeting (refined): Compare traditional category targeting against expanded ASIN targeting
- SP Manual Ads - ASIN "Expanded" targeting: Focus on traffic and conversion rate improvements from expanded placements
- SD Content Related Ads - "Similar to promoted product": Evaluate how Sponsored Display ads identify comparable products
- SD Content Related Ads - Category targeting (refined): Compare category versus expanded targeting in Sponsored Display campaigns
Through systematic comparison, sellers can better understand the relative strengths of different targeting approaches and refine their advertising strategies accordingly.
Amazon's expanded ASIN targeting represents a more sophisticated approach to product advertising. By leveraging this new feature and analyzing performance data, sellers can potentially discover more effective pathways to improve ad efficiency and drive sales growth.