Targeting Ad Campaigns

Sponsored Products (eBook and paperback)

Sponsored Product ads are targeted by keywords. That means the ads appear when a customer searches for the keywords you choose. There are two targeting options available when creating your ad:

Automatic targeting
Amazon targets your ads to all relevant customer searches based on your product information. Our algorithm collects and uses relevant keywords for all selected products.

Manual targeting
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 from the ad builder. Manual targeting allows you to edit your keywords after adding them.

Choosing keywords

General	Competitive	Relevant genres	Author or publisher	Title-specific
Choose broad terms describing book and your overall category. (e.g., eBook Best Sellers, Great Authors)	List titles and ASINs of similar books to attract like-minded readers. (e.g., Jane Austen's Pride and Prejudice)	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 customer's search 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 specific set of customers; 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 are free and prevent ads from being triggered by a search term and will not show your ad to customers searching with that phrase.

If the same keyword is added as both positive and negative, the negative keyword has higher priority and won't serve ads to customers searching with that keyword. 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 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 someone searches for your exact keyword, or your exact keyword with additional words before or after it. We'll also show your ad when someone searches 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 someone searches for your exact keyword, without any other terms in the search. Unlike broad or phrase match, if a customer 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 searching for that phrase. This match type is free.	"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 words are selected as negative, we won't show the ad to customers searching for that those exact words. This match type is free.	"Frying Pan"	"Peter Pan," "Peter Pan Book," "Cheap Pan," "Frying Pan Recommendation"	"Frying Pan"

Uploading keywords in bulk

Product Display ads (eBook only)

Target your ads by related products (books or otherwise) or by customer interests (genre). Interest-based ads may qualify for additional ad placement on Kindle E-readers. There are two targeting options available when creating a product display ad:

Product targeting
Choose other products' detail pages (books or otherwise) where you want your ad to appear. Ads appear on the targeted product's detail page. Here we've used Charlotte Brontë's Wuthering Heights to show example related products:

Books: Jane Eyre, Pride and Prejudice, Emma, Sense and Sensibility, Mansfield Park, The Importance of Being Earnest, The Picture of Dorian Gray, Tess of the D'Urbervilles
DVDs: Pride and Prejudice, Emma, Sense and Sensibility, Mansfield Park, Northanger Abbey, North and South, Persuasion, Downton Abbey

Interest targeting
Reach readers based on the genre of books they view or purchase. Choose to target by picking genres related to the book you want to advertise. Using interest targeting qualifies ads for placement on Kindle E-readers, as long as the ad meets our policies. Here we've used Charlotte Brontë's Wuthering Heights to show example customer interests:

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

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