truMKT – Amazon PPC and Retail Media Ad Management Agency.

Sponsored products are the oldest and best performing ad unit on Amazon. It can also be the most competitive placement.

Most advertisers bid on keywords with Sponsored Product Ads, however another great place to target these ads are directly targeting competitors ASIN pages. But there is an issue with doing this that can effect your campaign metrics and targeting.

An important detail to consider is that when you target an ASIN’s page, it will also displays in search results when a keyword returns results where the ASIN that you are targeting displays.

This means that you are not only getting traffic from the ASIN pages you are targeting, which is the intended purpose of this campaign, but you will get search traffic as well, something you did not expect to have.

If you look at a report it will look something like below.

So what do you do?

Well, the simple answer is that you negative our the keywords, however on the adgroup level you cannot do this, all you can add are negative brand and product targets. However, if you go to the campaign level you are able to negative out keywords.

What you will do is let the campaign run for a day or two, run a keyword report and negative phrase match those keywords on the campaign level, this will solve 99% of the problem and BOOM, you are back to having this campaign only targeting specific ASIN’s of your choosing.