I’ve heard quite a few complaints about targeting product detail pages with Sponsored Ads, but I wonder if they are being managed correctly.

The primary goal of your sponsored product campaign is to showcase your product right on the Product Detail Page (PDP) of your competitor’s ASIN—the one you’ve targeted.

While Amazon aims to display your ad on the PDP of that targeted ASIN, it doesn’t stop there.

Amazon also tracks the organic keywords of the targeted ASIN to ensure your ad appears in searches where that ASIN is ranked.

This means your ad will appear both on the PDP and at the top of search and rest of search result areas.

In other words, your ad will appear not only on the PDP but also at the top of the search results and in other search result areas. Despite it being a ‘product targeting’ campaign, keywords are also being targeted.

But that’s not what you want, right? If your campaign goal is to focus solely on the sponsored product’s visibility on PDPs, not anywhere else, here is what many sellers do to solve this problem.

They adjust the bids for ‘Top of Search’ and ‘Rest of Search’ as shown in the screenshot. However, this is a tedious task.

(Product Targeting Campaign)

m19 automatically applies the above settings! The screenshot above shows a campaign generated by m19.

For those using other tools, please take a look here.
The screenshot below shows a campaign (product targeting) generated by another tool.

There are several Amazon advertising optimization tools available in Japan. Most of them claim to offer similar functionalities. When considering which tool to use, you might wonder what criteria you should use to make your choice.

m19 stands out with fundamentally different campaign structures, including detailed settings (which are very important). If you are looking to achieve significant results, we highly recommend considering the use of m19!

Kaori Iino
Executive Officer and
Head of m19 Japan
SOPHOLA Inc.