What is keyword targeting?

Increased relevance

Keyword targeting considers how people naturally search, going beyond simple matching. This alignment between search intent and your offerings helps create more relevant and meaningful interactions.

Reach specific audiences

Strategic keyword selection helps engage shoppers at different stages of their journey. You can reach both browsers conducting initial research and those ready to make a purchase.

Improved performance

Well-chosen keywords help optimize your advertising spend by displaying ads to highly interested audiences. This focused approach often leads to stronger engagement and conversion rates.

Brand discovery

Appearing in relevant search results helps introduce your brand to new audiences. This visibility creates opportunities for shoppers to discover your products while browsing similar items.

• Informational keywords
• Used when people are seeking information or answers
• Examples: "how to," "what is," "guide to," "tips for"
• Usually educational in nature
• Example: "how to choose running shoes"
• Commercial keywords
• Used when people are researching products but aren't ready to buy
• Often include terms like "best," "review," "comparison," "top"
• Show buying interest but still in research phase
• Example: "best running shoes for marathons"
• Transactional keywords
• Used when people are ready to make a purchase
• Include terms like "buy," "discount," "deal," "purchase"
• High conversion intent
• Example: "buy Nike running shoes online"
• Navigational keywords
• Used when searching for a specific brand or website
• Usually include brand names or specific product names
• Indicate user wants to go to a particular site
• Example: "Amazon running shoes section"

Other considerations

Here are additional considerations when refining your keyword list:

• Your product names and key product features
• Common uses and benefits
• Related categories and complimentary items
• Seasonal occasions and high-traffic events relevant to your products and brand
• Shopping queries from your high-performing campaigns
• Short and long-tail keywords that potential customers would use to search products like yours
• Geographic variations if relevant

And don’t forget to test and iterate to understand what resonates best with your audiences.

Sponsored Products

For Sponsored Products, Amazon matches your keywords to customers’ search terms to show ads for the products you advertise. You can select between automatic and manual targeting, but we recommend incorporating a mix of both in your advertising strategy.

Tip: Use the automatic targeting available in Sponsored Products to surface keywords. After your campaign has been running for a couple of weeks, you can use the search term report to learn which keywords perform best for your products, and leverage those in campaigns with manual targeting.

To learn more, check out a simple guide to effective targeting with Sponsored Products.

Sponsored Brands

Keyword targeting in Sponsored Brands has semantic matching. Instead of having word-to-word matching only, it uses a meaning-based approach. For instance, if customers search for "running shoes," campaigns that target semantically equivalent keywords such as "jogging shoes" and "shoes for running" are eligible to bid on that search.

You can choose words that must be present in the shopping query for your ad to run. Broad match modifiers can be added by adding the plus symbol "+" in front of the keyword. For example, if you use the keyword “+kids shoes” with a broad match modifier, then the ad will match only the searches that contain the word “kids.” The ad may match to “kids sneakers” or “running shoes for kids” but it won’t match any shopping query that doesn’t contain the word “kids,” such as “sneakers” or “running shoes.” Read our complete guide to Sponsored Brands for everything you need to know to help customers discover your brand and product collection.

Manual targeting

With manual targeting you can choose specific search terms you want your ads to appear for when browsers enter shopping queries in search engines. This gives precise control over which searches trigger your ads, helping ensure relevancy to your ideal audiences.

With Amazon Ads, manual targeting is available in both Sponsored Products and Sponsored Brands campaigns. You can select keywords, set individual bids, and choose match types to help determine how closely shoppers’ queries need to match your selected terms.

Automatic targeting

Automatic targeting uses multiple default strategies to automatically match your ads with relevant searches. This method analyzes various signals to identify promising opportunities without requiring manual keyword selection.

For sponsored ads campaigns, automatic targeting is available in Sponsored Products. The system analyzes your product details, including titles and descriptions, to help display your ads for relevant shopping queries. This option works well for advertisers new to keyword targeting or those looking to discover additional relevant terms.

For a simpler approach, you can try theme targeting with Sponsored Brands. Theme targeting uses machine learning models and shopping insights to help drive relevant traffic based on your brand, landing page, and products. It saves time and effort researching search terms and adding new keywords as these are updated automatically to help you deliver success metrics.

Negative keyword targeting

Negative keyword targeting prevents ads and content from appearing in search engines for specific search terms. This helps you from overspending by excluding queries that may not align with your advertising goals, even if they contain words similar to your target keywords.

You can add negative keywords to Sponsored Products automatic, product, and keyword targeting, and to Sponsored Brands keyword targeting campaigns. These negative keywords, products, or brand targets can be applied at the campaign or ad group level, with options for exact, phrase, or broad match types.

Product targeting

Product targeting displays ads based on specific products or categories rather than keywords. This method helps reach shoppers while they browse items similar to yours, opening up cross-selling opportunities.

Sponsored Products and Sponsored Brands support product targeting. Product targeting allows you to choose specific products, categories, brands, or other product features that are relevant to the items in your ads. You can target categories and products individually or select a combination of categories and brands in the same campaign.

Contextual targeting

Contextual targeting analyzes webpage content and displays ads based on the context of the webpage or digital space where the ads appear. This method expands reach beyond search results by finding relevant placements based on content analysis.

Through Sponsored Display, you can use contextual targeting to engage audiences based on their browsing behavior across the Amazon store and beyond. Your ads can appear seamlessly on product detail pages, shopping results, Amazon Fresh, Whole Foods Market, third-party websites and apps, and Twitch. You can choose between two effective approaches: Category and similar product targeting extends your reach across the Amazon store and third-party webpages while helping promote complementary products, whereas refined category and product targeting focuses specifically on product detail pages in the Amazon store with options to target based on various elements like brand, price, ratings, or Prime shipping eligibility.

Generic keywords

Generic keywords describe basic product features or categories without specific brand names. These terms help reach shoppers in the early stages of their shopping journey who may not have specific products in mind. Generic search terms like "running shoes" or "coffee maker" often have high search volume but may also face stronger competition. Consider using these terms strategically alongside more specific keywords to help maintain visibility while managing efficiency.

Longtail keywords

Longtail keywords are detailed phrases containing three or more words. These specific combinations often indicate higher purchase intent as shoppers know exactly what they seek. While longtail keywords may have lower search volume, they can drive stronger conversion rates. Examples include "lightweight waterproof hiking boots" or "stainless steel French press coffee maker."

Branded keywords

Branded keywords include brand names, product lines, or trademark terms. These help engage shoppers specifically seeking your products or similar brands in your category. Branded keywords can help strengthen your brand presence and engage high-intent shoppers. Consider including variations of your brand and product names to capture different search patterns.

Non-branded keywords

Non-branded keywords describe product features, benefits, or categories without reference to specific brands. These terms help reach shoppers who may not yet have brand preferences. Using non-branded keywords in your campaigns helps introduce your products to new audiences actively shopping in your category. Focus on terms that accurately describe your products' key features and uses.

Seasonal keywords

Seasonal keywords relate to specific times, events, or occasions throughout the year. These terms help capture increased demand during peak shopping periods.

Seasonal keywords become particularly valuable during tentpole events like Prime Day and Black Friday. Adjust your keyword strategy to include relevant seasonal terms before, during, and after these events.

Learn more about developing an effective keyword strategy in our detailed guide: Three steps to help start or improve your keyword strategy.

Broad match

Broad match offers the widest reach by showing your ads for searches related to your keyword in any order. This includes variations, synonyms, and related terms. Broad match can help you discover new relevant queries you may not have considered. For example, if you include "tennis shoes" in your keyword targeting, your ad may appear for searches like "athletic sneakers" or "sports shoes for tennis."

Phrase match

Phrase match displays your ads when shoppers use your keywords in the exact order, though additional words may appear before or after. This provides a balance between reach and relevancy.

When using phrase match in your campaigns, the words must appear together as specified. For instance, with the phrase match keyword "running shoes," your ad may show for "women's running shoes" or "running shoes for men," but not "shoes for running."

Exact match

Exact match shows your ads only when shoppers search for your keyword precisely as entered, offering the most controlled targeting approach. This helps ensure high relevancy but may limit reach.

Exact match keywords must match the search query exactly or have very close variations. For example, the exact match keyword "white running shoes" would only show for that exact phrase or extremely close variants like "running shoes white."

Choosing match types

Consider using a strategic combination of match types to balance reach and relevancy. Start with broader match types to discover valuable search terms, then add high-performing queries as exact match keywords to help optimize performance.

To do so, review either the keyword metrics in the Keywords tab of the campaign manager, or the targeting report for Sponsored Products and keyword report for Sponsored Brands. Review which keywords and search terms are performing best. Once you complete your review, you can change your bids or create a more concise group of keywords to optimize your campaigns and reach your goals.

Step 1: Research relevant keywords

Start by identifying terms shoppers use to find products like yours. Review your product titles, descriptions, and features to create an initial keyword list. Use search term reports from existing campaigns to discover additional relevant terms that drive sales.

Step 2: Organize keywords strategically

Create focused ad groups around related themes or product types. Group similar keywords together to help maintain relevant ad copy and consistent bidding strategies. Consider organizing keywords by product features, use cases, or customer needs.

Step 3: Implement match types effectively

Begin with broad match to help discover valuable search terms. As you gather performance insights, add high-performing keywords as phrase or exact match to help fine-tune targeting. Use negative keywords to help prevent ads from appearing for irrelevant queries.

Step 4: Review and analyze performance

Review your search term reports regularly to understand which queries drive sales. Look for patterns in high-performing terms and adjust your strategy accordingly. Consider metrics like detail page views, click-through rate, and sales attributed to advertising when evaluating keyword effectiveness.

Step 5: Optimize bids and budgets

Adjust keyword bids based on performance insights. Increase bids for terms driving sales while maintaining a healthy return on advertising spend (ROAS). Consider reducing bids or pausing keywords that generate clicks without converting to sales.

Step 6: Refine and expand

Use insights from your campaigns to identify new keyword opportunities. Test different variations of successful keywords. Expand into related categories or themes where relevant. Consider seasonal adjustments during peak shopping periods.

Step 7: Maintain keyword hygiene

Regularly review and update your keyword lists. Remove underperforming terms that may waste spend. Add new negative keywords as needed. Keep your strategy aligned with your business goals and product offerings.

Optimize your sponsored ads campaigns

After completing this course, you will be able to evaluate and adjust keyword, contextual targeting, and audiences based on your business goals.

Introduction to keyword and product targeting

After completing this course, you will be able to recognize the targeting options available across sponsored ads and leverage different keyword match types to help enhance campaign performance. You’ll also learn how to best leverage product targeting, manual targeting, and keyword targeting in your sponsored ads campaigns.

Choose a targeting strategy for your campaign

In this video, learn how to choose a targeting strategy for your campaign that can help you reach relevant customers at the right time.

Introduction to campaign targeting methods

This video explores different targeting methods—automatic, keyword, and product—and shows you how and when to use them to help maximize campaign performance. You'll also learn about the benefits of negative targeting, and get tips for evaluating your strategies against your business goals.

Explore more resources available in the Amazon Ads Academy.

Sponsored Products

Sponsored Products helps increase visibility for individual product listings in shopping results and on product detail pages. These cost-per-click ads use automatic and manual keyword targeting and product targeting to help shoppers discover your items when searching for similar products.

Sponsored Brands

Sponsored Brands showcases your brand and product portfolio in high-visibility placements. These ads help drive brand discovery and consideration among shoppers browsing products like yours.

Sponsored Display

Sponsored Display helps you reach relevant audiences across the Amazon store and beyond. These self-service display and video ads use contextual and audience targeting options to effectively remarket audiences and engage them based on lifestyle or category signals.

Brand Stores

Brand Stores provide a dedicated space to showcase your brand and product catalog. While not an ad solution itself, Brand Stores work alongside your Sponsored Brands campaigns to create immersive shopping experiences.

Sponsored TV

Sponsored TV helps extend your reach through streaming services like Prime Video and Twitch as well as third-party services like Bloomberg or Crackle. These ads allow you to engage audiences while they enjoy their favorite content. You can reach audiences using “Content Interests” or “In-market Categories.” “Content Interests” helps you reach viewers likely to be interested in specific types of content like “Documentaries” or “Music Videos.” “In-market Categories” help you reach viewers likely to be interested in products of categories sold on Amazon, including “Built-in Dishwashers” or “Women’s Sports Apparel.”

By strategically combining these solutions, you can create comprehensive advertising strategies that help reach shoppers across multiple touchpoints.

Additional resources:

• How to reach relevant audiences with product targeting
• Automatic and manual targeting in Sponsored Products
• Discover more Amazon Ads keyword targeting best practices
• More information on keywords and shopping queries
• How contextual advertising works
• Targeting options with Sponsored Products
• A guide to real time bidding