Our Guide to Effective Amazon Product Targeting Strategies

What’s Covered!

Expert Advice: Our Guide to Effective Amazon Product Targeting Strategies (COO & Co-founder, Growisto)

Tip of the week: How to Make Your Content Shine if Everyone is Using AI?

Case Study: How did Growisto Help a Global Sports and Fashion Brand Achieve a 2.1x Increase in Non-brand Clicks in 12 Months?

Tool of the Week: Maximize Amazon Profits with RepricerExpress

Expert Advice

Our Guide to Effective Amazon Product Targeting Strategies

Amazon marketing is a competitive, ever-changing environment in which sellers must adapt quickly. This is especially true for Amazon PPC and the variety of ads that can be run by sellers on the platform. Targeting on Amazon is not limited to keywords. This is clear from the way product targeting ads allow the sellers to target ASINs instead of keywords. ASIN targeting is important in a number of ways and if you are not leveraging them, then rest assured your competitors are!

In this week’s newsletter, we are going to deep-dive into product targeting campaigns and various ways to employ them on Amazon:

What is Amazon Product Targeting?

Amazon Product Targeting is a method that allows you to have your Amazon ads show up on other competitor’s product pages and category search results. It gives you more precise targeting choices, such as displaying your product advertisements alongside other ASINs, brands, and categories, with price, brand, and rating adjustments.

Types of Amazon Product Targeting

• Category Targeting

• Individual ASIN Targeting

Category and Individual ASIN targeting – What to use when?

When it comes to building brand awareness or launching a product, category targeting is a great approach to receive a lot of visibility. For example, if you are selling shoes, you can target the entire “Sports & Outdoors” category. This means your product will show up on search results and/or product detail pages in that category.

However, because you qualify for a broader reach, your ad is likely to appear in a large number of searches. Unless you have a very in-demand product and have chosen the right categories, this will result in a lower conversion rate and a higher ACoS.

Individual Product Targeting has a much smaller reach than the former, but it is a more mature method of targeting products because you are more likely to choose products where you have an advantage in winning the sale, or products that are trying to chew up your space in the marketplace.

Strategies to Employ with Product Targeting

Following are some of the effective applications of product targeting:

1. Investigate your competitors - The most obvious application of product targeting is to attack your competitors and capture sales. Before deciding on a product to target, conduct extensive competitor research. Examine the ASINs that are converting the most in your automatic campaign search term report. Based on this, you can either target products that have bad ratings or the more expensive ones.

2. Defend your market share - Customers will not stray towards your competitors' products if you target your own product. You should direct attention to products with good reviews, ratings, lower-priced, which could be difficult for your competitors to steal from. While advertising your products against your other products, ensure that you pair products that are a good buy with the targeted product.

3. Utilize Brand Analytics - There are several reports in brand analytics that can be helpful for product targeting, these are:

   

4. Reverse ASIN tools for competitor research - Many reverse ASIN tools can provide you with competitor ASIN lists. You can use these to create multiple campaigns with low bid product targeting ads.

5. Frequently Bought Together Carousel - You can even do some manual research by thoroughly examining the products purchased together with yours. This data can be utilized by brands in order to understand and target the frequently bought together products.

Now you know all the basics of Amazon Product Targeting ads and how they work. Not only that, we’ve also given you a brief idea about how to improve these ads through the use of the tools available to you.

While these targeting ads can appear complicated at first glance, it’s worth taking notice of. The benefits to you as an Amazon seller are huge, not only for your own Amazon business, helping you make improvements, but also for gaining valuable insights into your competitors’ sales and activities.

How to make your content shine if everyone is using AI?

1 question that all content marketers have today is - How can our content shine if everyone is using AI/ChatGPT?

Creating content has become effortless with AI, but here's what it takes to produce top-quality content:

• Subject Matter Expertise

• Content Writing skills

• Editing skills (structuring, etc.)

• Tailored Storytelling for your target audience

AI is really good in content writing, editing, and even storytelling to a certain extent.

But the ultimate key to standing out today is going the extra mile of adding personal expertise and insights. Here’s how you can do it:

1. Focus on your expertise - Dive deep into your specific area of expertise, avoiding generic content. When content becomes commoditized, quality becomes paramount. Showcase your knowledge by getting into the details.

2. Use data - Leverage real data based on your experience. This sets you apart from generic or AI-generated material.

3. Share personal stories - Provide unique perspectives, mistakes, best practices from your experience. Let your content reflect your deep understanding of the subject matter.

4. Go In-depth - Don't settle for surface-level information. Offer in-depth content that goes beyond the basics. Share captivating case studies and those enlightening "aha" moments from your experience.

5. Stay Current - Position yourself as a market leader by being up-to-date with industry news and trends.

All in all, think of AI as an opportunity to make good content exceptional!

Remember, the key is to offer unique perspectives, establish personal connections, and consistently deliver high-quality content that resonates with your audience.

By implementing these actionable tips, you can differentiate yourself and rise above the soon-to-be commoditized AI-generated content.

Case Study

How did Growisto help a global sports and fashion brand achieve 2.1x increase in non-brand clicks in 12 months?

The client is one of the largest global sports and fashion brands. The product catalog includes a wide range of footwear, apparel, and other accessories.

Our Objective:

• To increase the organic traffic of one of the biggest footwear players in the world, which had not focused on in-depth efforts for organic traffic increase

Our Strategy:

• Suggested over programmatic 1000+ product listing pages that could be created dynamically as well as optimization of existing 300+ pages

• Extensive link building to push ranks for highly competitive converting keywords like 'men's walking shoes', 'sneakers for men', etc.

• Extensive A/B testing of SEO tags on important pages, focussed internal linking structure and SEO activities on seasonal keywords (e.g: winter-wear related keywords were targeted in the month of October - January)

• Conducted a technical audit of over 100+ parameters, specifically focusing on issues like page speed, coverage issues, etc.

Results:

• 2.1x - Increase in Non- Brand Clicks in 12 months

• 2.6x - Increase in Non- Brand Impressions in 12 months

• 64% - Core Business Keywords are Ranking in the Top 30 Results on Google SERP

Tool of the Week

Maximize Amazon Profits with RepricerExpress

RepricerExpress is a dynamic repricing tool designed to empower online sellers on platforms like Amazon and eBay. By leveraging advanced automation and intelligent repricing strategies, RepricerExpress ensures that product prices are always optimized in real-time to maximize sales and maintain a strategic market position.

1. Automated Repricing: Adjusts product prices automatically based on predefined rules and competitive factors, ensuring real-time competitiveness.

2. Rule-Based Repricing: Customizable rules allow sellers to tailor repricing strategies to match their business goals, including setting minimum and maximum price limits.

3. Competitor Analysis: Monitors competitor prices and provides valuable insights into market trends, enabling informed pricing decisions.

4. Scheduled Faster Repricing: Allows users to set specific times for repricing activities, offering flexibility and rapid capabilities for quick responses to market changes.

5. Bulk Editing: Efficiently manages large inventories by enabling simultaneous repricing of multiple products.

6. Performance Analytics: Delivers detailed analytics on sales, pricing history, and competitor movements, providing actionable insights for strategic refinement.