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Targeting Campaigns



Sponsored Products (eBook and paperback)

Sponsored Products are targeted by keywords or products. That means ads may appear when customer search for the keywords you choose or the products you target. You have two targeting options when creating your campaign: automatic and manual. See this guide to learn more about targeting.

Automatic targeting

Amazon targets keywords and products that are similar to your ad's title based on your product information. When you choose automatic targeting, we use four default strategies on your behalf to reach relevant shoppers looking for your product:

  • Close match
  • Loose match
  • Substitutes
  • Complements

Your ad is eligible to appear within search results if your book closely or loosely matches customer search terms. Similarly, we may show your ad on the detail pages of products that are substitutes or complements of the products you advertise. Here’s an overview of the automatic targeting strategies:

StrategyHow it worksExample
Close matchReach shoppers who use search terms closely related to your booksYour ad for Peter Pan by J. M. Barrie may be shown predominantly in search results for "Peter Pan book," "Peter Pan children’s book," and "Illustrated version Peter Pan."

Loose matchReach shoppers who use search terms loosely related to your books.Your ad for Peter Pan by J. M. Barrie may be shown predominantly in search results for "Peter Pan coloring book," "fairy tale books," and "literary classics."

SubstitutesReach shoppers who view detail pages of books similar to yours.Your ad for Peter Pan by J. M. Barrie may be shown predominantly on detail pages for Peter Pan Leather Bound Illustrated Collectible, Peter Pan Pop-Up Book, and the Annotated Peter Pan book.

ComplementsReach shoppers who view detail pages of books that complement yours.Your ad for Peter Pan by J. M. Barrie may be shown predominantly on detail pages for Peter Pan Halloween costumes, the Peter Pan DVD, Peter Pan coloring books.

If you're new to advertising or don't much experience in advertising, we recommend using the default options. Just choose the ASIN you want to advertise, the suggested bid per default if available, and the daily budget. Amazon Advertising will do the rest. Once your campaign has run for at least a couple of weeks, we suggest checking the downloadable Targeting and Search Term reports. Use the insights from your campaign and adjust the bids up or down for each targeting default.

If you're already using automatic targeting, you should also benefit from the added controls and reporting to double down on your different marketing objectives. You can choose to increase bids in a few of the defaults to get more keywords or products for your given marketing strategy. You can also choose to keep your automatic targeting campaigns running just as they always have, but with more transparency on performance.


Manual targeting

You have two manual options: product targeting and keyword targeting. We recommend creating campaigns for each type to help maximize detail page coverage. Our system recognizes when you have multiple campaigns promoting the same title, so don't worry about bidding against yourself.

  • Product. Choose categories and individual products to help readers find your book as they shop on Amazon. You can also refine categories by brand, price range, review star ratings, and Prime shipping eligibility. For the Books and eBooks, you can refine by genre. Add your own categories and products or use our suggestions. Manual product targeting allows you to edit your products and categories while the campaign is running.
  • Keyword. Add your own keywords or phrases to your campaign based on your book's content, genre, and similar authors. You can also use suggested keywords provided during campaign creation. Manual keyword targeting allows you to edit your keywords while the campaign is running.

Choosing keywords
There are five keyword types to consider, which range from broad to specific. It's important to initially choose words from all types and then refine based on performance. Here we've used Charlotte Brontë's classic Wuthering Heights to show the types of keywords you need for your books.

General Relevant genres Author or publisher Title-specific
Choose broad terms describing book and your overall category. (e.g., eBook Best Sellers, Great Authors) Choose all genre descriptions that could apply to your books. (e.g., Women Authors, Classics) Similar authors or publishers. (e.g., Charlotte Brontë, Penguin Classics) Include any terms, themes, or ASINs that are relevant to your books. (e.g., Heathcliff, ASIN 0141439556)

Choosing keyword match types
Keyword match types determine how relevant a shopper’s search term has to be to trigger your ad. Sponsored Products offer five match types to choose from when building your keyword list:

  • Broad
  • Phrase
  • Exact
  • Negative phrase
  • Negative exact

We recommend a combination of two or more match types. Exact match delivers ads to a narrower audience based on search queries; phrase and broad match deliver to a larger audience. You can have a combination of positive and negative keywords in your campaign. Negative match types prevent ads from being triggered by a search term and will not show your ad to customers who entered search terms with that phrase.

If the same keyword is added as both positive and negative, the negative keyword has higher priority and won't serve the ads. Match types allow plural variations of search terms, but synonyms, accents, misspellings, or stemmed words are not supported. Once the campaign is created, you won't be able to change match types. You can, however, add keywords with different match types while a campaign is running.

Here's how you could use each match type if you were advertising Peter Pan by J.M. Barrie:

Match type What it is How it works Keyword purchased Your ad could show Your ad wouldn't show
Broad Provides the greatest reach. Search queries can include words before and after the targeted keyword. Your ad may appear when a customer's search term contains keyword terms in any order, and possibly along with other terms. Your ads may also appear for close variations of your keywords. Note: suggested keywords are automatically set to broad match and cannot be changed.

"Peter Pan" "Peter Pan Book," "Novel Peter Pan," "Used Peter Pan Books"
Phrase Dependent on word sequence. Typically for brand names where the order of search terms changes the context. Your ad can show when customers enter search terms for your exact keyword, or your exact keyword with additional words before or after it. We'll also show your ad when customers enter search terms for close variations of that exact keyword, or with additional words before or after it. Using phrase match can help you reach more customers, while still giving you precise targeting.

"Peter Pan" "Peter Pan Book," "Novel Peter Pan," "Used Peter Pan Books" "Pan Peter" (clothing line)
Exact Most restrictive match type. Search query must contain the exact words. No words can come before or after. Your ads can appear only when customers enter search terms for your exact keyword, without any other terms in the search. Unlike broad or phrase match, if a shopper searches for additional words before or after your exact keyword, your ad won't show. Using exact match means that your keywords are targeted more precisely than broad or phrase match.

"Peter Pan Book" "Peter Pan Book" "Peter Pan Books" "Peter Pan Movie", "Peter Pan"
Negative phrase Excludes search terms from your campaign so your ads don't appear within irrelevant searches. When a phrase is selected as negative, we won't show the ad to customers who enter search terms for that phrase.

"Frying Pan" "Peter Pan," "Peter Pan Book," "Cheap Pan" "Cast Iron Frying Pan," "Best Frying Pan"
Negative exact Similar to Negative Phrase, but the search must contain the exact words. No words can come before or after. When exact keywords are selected as negative, we won't show the ad to customers who enter search terms that match those exact words.

"Frying Pan" "Peter Pan," "Peter Pan Book," "Cheap Pan," "Frying Pan Recommendation" "Frying Pan"

Uploading keywords in bulk
Upload your keyword selections in bulk by importing spreadsheets directly to Amazon Advertising. Use this feature to define keywords, match types, and bids at the same time. This feature can help you add up to 1,000 keywords, bids, and match types to your Sponsored Products campaigns. You can do this in two ways:

  • Upload a spreadsheet with a list of your keywords in one column. You can use your keyword lists from Google AdWords. We don't support Bing Ads spreadsheets.
  • Download our spreadsheet template to add keywords and options fields (match type and bid) and then upload the file to Amazon Advertising.

Accepted file types: CSV, TSV, XLSX



Lockscreen Ads (eBook only)

Target your ads by interests to help you reach readers based on the genres of books they view or buy. Consider targeting genres related to the book you want to advertise. Lockscreen Ads can appear on Kindle E-readers and Fire Tablets, as long as the ad meets our book ads creative acceptance policies. Here we've used Charlotte Brontë's Wuthering Heights to show examples of customers' interests:

  • Literature and Fiction > Classics
  • Literature and Fiction > Women's Fiction
  • Romance > Historical

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