Why does category targeting make up only 2% of total Sponsored Products ad spend? Probably because it has the lowest conversion rate of all manual targeting types, 52% lower than the account average. But, IMO it’s the best tool for marketing like a brick-and-mortar store on Amazon. There's tremendous potential for cross-selling, up-selling, down-selling, and the chance to refine targeting by price range and ratings. I wonder if limited success and low adoption rate are because users don’t understand how to use refinements to their full potential. What’s been your experience with category targeting? If you haven't had luck with it, would you be interested in more content on the topic?
We use category targeting similar to an auto campaign! Primarily for brand awareness and data collection. We like to cast a wide net with appropriate refinements, and then pull all of the data from our STR and use it to run more targeted SP PT, SB PT, and SD PT with ????
Hey Franz Jordan - great question. I’ve found product targeting by ASIN to work really well for me. You might not get the volume of sales but you get really low ACOS. Thx
Yes please! It has a lower conversion rate imo
Tagging Sellics Head of Content and Thought Leadership for visibility - Konstantin Pannicke
Ecommerce & Digital Marketing Strategist | Architect of Brand Success Across Amazon, DTC & Global Markets | Specializing in Data-Driven Strategies, Brand Positioning, and Content Excellence
3 年The issue I run into has to do with managing expectations and creating unique KPIs for different PPC strategies. I’ve seen promising category and product targeting campaigns get paused because they were seen as inefficient compared with their SP counterparts. That misses the point and the real creative work comes in defining a specific role for each campaign type and assigning Performance Goals accordingly.