Increase performance with Amazon DSP multi-signal Keyword targeting

What launched?

Amazon DSP (ADSP) multi-signal Keyword targeting allows advertisers worldwide to expand reach and improve performance on keyword ad lines by enriching contextual-only targeting. This new feature enables advertisers to combine existing contextual signals with Amazon’s behavioral shopping signals in a single ad line using free-form keywords. Available across Amazon and third-party supply, multi-signal Keyword targeting delivers stronger results through the power of combining contextual relevance with Amazon’s unique behavioral signals.

ADSP advertisers can create or update keyword targeted ad lines through the Rodeo UI. In the line item settings page, navigate to the targeting section and select “Change” next to the Keyword option.

In the keyword window, add keywords and key phrases by choosing from recommendations (sourced from Amazon search queries, detail pages, and third-party sites) or by entering your own, then save your selections. By default, ad lines will target using both contextual and behavioral signals. Advertisers can restrict targeting to contextual signals only by selecting the checkbox.

Why is it important?

Currently, ADSP advertisers effectively use keyword targeting to reach relevant audiences by targeting content through free-form keywords or phrases. While contextual targeting continues to deliver strong performance, we're enhancing this capability with multi-signal Keyword targeting. This new feature combines proven contextual relevance with Amazon's unique behavioral signals based on the same keywords, allowing advertisers to streamline their campaign setup and leverage both targeting approaches in one. Early results show that this unified approach improves key mid-to-lower funnel metrics, including CTR, DPVR, and ROAS.

Where is the feature available?

• North America: United States, Canada, Mexico
• South America: Brazil
• Europe: United Kingdom, Germany, Spain, Italy, France, Belgium, Switzerland, Poland, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg
• Middle East: Israel, Egypt, Turkey, Morocco, United Arab Emirates, Saudi Arabia, Bahrain, Kuwait
• Asia Pacific: Australia, New Zealand, Japan, China, India, Singapore

Who can use it?

• Self-service

Where do I access it?

• Advertising console, Amazon DSP, Amazon Ads API, Bulk Tool Spreadsheet

API specific:

Universal targeting:

• Create target: /dsp/v1/targets
• List targets: /dsp/v1/targets/list
• Delete target: /dsp/v1/targets/deleteByObject