What Is A Target?

Targets are how we match our ads to the right Amazon shoppers. Consider that there are millions of Amazon shoppers, and each of them has their own unique interests and behaviors. The vast majority of them will have no interest in your products.

We have to find a way to "target" the subsection of shoppers who are most likely to buy your product.

There are a couple different ways to do this.

The first is to see what users are typing in the search box. If we're selling a dog leash, we can target the keyword "dog leash" and our ad will show up when someone types that in. That's called a keyword target.

Another way to target users who might buy a dog leash is to identify people who have already looked at dog leashes. We could indicate that we want to show our ad to anyone who has looked at any dog leash whatsoever. Or we could be more specific and only show our ad to people who have looked at specific dog leashes, or leashes made by a specific brand.

When we use any of those methods we are using product targets.

In short, a target is a way to match your ad to the right shoppers. Targets are assigned to ad groups, and the ads in that ad group are only shown to shoppers who match the target.

We are going to get into the specifics of all the available targeting types in the next few sections.