What is the difference between keyword targeting and product targeting?
The difference between keyword targeting and product targeting is what makes your Amazon ad eligible: keyword targeting uses shopper search phrases, while product targeting uses individual ASINs or product categories. In Sponsored Products manual campaigns, these are separate targeting choices, not guaranteed ad placements. Manual keyword targeting lets you select search phrases and assign match types and bids. For a bamboo chopping board, you might target bamboo cutting board with phrase match or large bamboo chopping board with exact match. Amazon uses those settings to determine eligible shopper searches. Manual product targeting lets you select specific products or categories instead. The same seller could target comparable chopping board ASINs or a relevant kitchen category. Where available, category refinements help narrow the eligible product set. You select one targeting method for a Sponsored Products manual ad group and organise the other method separately. Use keyword targeting when you know the phrases shoppers use and want to manage those searches deliberately. Use product targeting when you have a clear product comparison or cross-selling opportunity. A closely comparable ASIN can be more useful than a famous but irrelevant competitor. Both methods can support the same advertising plan. Keep their results identifiable, then compare clicks, orders, spend and ACoS against your margin and goal. Different shopper contexts can produce different conversion rates, so do not judge them only by impressions or CPC. No. Targeting describes why an ad was eligible, while placement describes where it appeared. Product-targeted Sponsored Products ads can appear on detail pages and in eligible search results. Keyword targeting also should not be treated as a promise of a particular search placement. Use target and search term reports to understand what generated traffic, and the placement report to understand where impressions occurred. Improve relevant targets with useful sales evidence, reduce poor performers, and check conversion conditions such as price, images and stock before assuming targeting alone caused a weak result.
Keyword targeting uses search phrases; product targeting uses ASINs or categories. Learn how these Amazon PPC methods differ and when to use each.