Product Targets
Product targeting allows you to target specific products (ASIN's), or product categories.
Availability
Product targeting is available for the following ad types:
| Ad Type | Product Targeting |
|---|---|
| Sponsored Products | ✔ |
| Sponsored Brands | ✔ |
| Sponsored Display | ❌ |
Sponsored Display ads do not have Product Targeting, but they do have Contextual Targeting which is very similar.
Individual Product Targeting
To find products to target you simply search for the product by ASIN or name.
Match Types
When targeting a specific product, you can choose between two match types: Same As and Expanded From.
Same As
Very straightforward. Target a single product and only that product. Your ad will be shown on the product detail page of the selected product.
Expanded From
Target a single product along with others closely related to it.
This can include substitutes, complements, and other products shoppers engage with related to the original product.
Unfortunately there is no way to choose only substitutes or complements, but if that's something you wanted to do you could use Same As targeting and target the substitutes or complements individually.
Product Category Targeting
Category targets are a handy way to target a large group of products at once.
It's a bit confusing that these are included as an option under product targets, since it almost seems like it's own targeting type. But if you consider that the categories are just collections of products, they are effectively the same thing.
They certainly require less maintenance than individual product targets, as they don't need to be constantly updated as new competitors are added to the market.