Setting up your keyword targeting in sponsored ads

In this introduction to getting started with Amazon Ads, we’ll cover how sponsored ads can help Amazon customers discover and purchase your products.

Learn how to prepare for advertising, perform keyword targeting and research, and help enhance your current performance with these three short videos.

Simple truth: Getting the most out of your ad investment starts with your products. Here, you’ll learn how to choose products for your ads that have the highest chance of engaging customers. To help you set the right strategy for your products, we’ll introduce you to the ins and outs of keywords – one of the targeting methods available within Sponsored Products and Sponsored Brands campaigns. We will show you what they are and how to use them to help refine your strategy. We will have a look at the different keyword match types available for your sponsored ads campaigns, and show you how to use negative keyword targeting to help refine your strategy.

Four essentials for advertising products

  1. Make sure your products are set up for your success
  2. Make sure you have clear goals for each product
  3. Make sure to consider pricing
  4. Make sure to adapt your product strategy to each ad solution

How to find keywords

  1. Leverage Sponsored Products automatic campaign
  2. Be specific
  3. Protect your brand
  4. Go organic


What is keyword targeting?

Keyword targeting refers to using keywords relevant to a product or service in website or ad copy to achieve a top listing in search results. Keyword targeting lets you have more control over your targeting and spend, identifying keywords for which you want your ads to appear and optimizing bids for each. For Amazon Ads, targeting is assigned at the ad group level and all products in the ad group share the keyword targeting created.

Why is keyword targeting important?

Keyword targeting is important because it lets you have more control over your targeting and advertising budget, identifying keywords for which you want your ads to appear and optimizing bids for each.

How do you create a keyword strategy on Amazon?

A keyword strategy for your sponsored ads campaigns involves finding the right keywords to target, adding them to distinct campaigns that match your goals, and optimizing to help manage your spend and achieve the results you’re looking for. Learn more with these three steps to help start or improve your keyword strategy on Amazon Ads.

What is keyword research?

Keyword research refers to the process of discovering search terms that customers enter into search engines. Keyword research is a critical element of search engine marketing (SEM) and search engine optimization (SEO).

In our “Tips for optimizing your keywords strategy” webinar, we’ll show you how to identify your top-performing keywords, how to set competitive bids for them and how to make related adjustments in the campaign manager. We will also review how your search term report can help your find new keywords – and understand which to apply as negative keywords to help further improve your return on ad spend.

Why is keyword research important?

Keyword research is important because it helps you discover the best keywords to target and provides valuable insight into the actual search queries used by your target audience. Selecting the right keywords for the brand or product in a pay-per-click (PPC) advertising campaign is critical for success. Based on your goals, you’ll want to select keywords that have various levels of search volume.

What is negative keyword targeting?

A negative keyword refers to term you do not want to trigger an add on. Negative keywords help prevent ads from appearing on shopping results pages that don’t meet your campaign objectives. Negative keyword targeting can be used at either the campaign level or ad group level.