Revised and updated for 2021
Product Attribute Targeting (or PAT) is a powerful way to increase market share, drive incremental sales, and defend your brand on Amazon. Product Targeting is now a part of Sponsored Products, Sponsored Brands, and Sponsored Display and should be a part of every advertiser’s strategy going forward.
1. What is Product Attribute Targeting?
Product Attribute Targeting lets sellers and vendors get their ads to show up alongside a specific set of products, brands, or items.
PAT can point at individual ASINs (similar to an exact match in keyword targeting) or at a category target.
For example, let’s say you create a manual Sponsored Product campaign and choose to target an ad group against the brand ‘Acme Industrials’ and against a 4-star review rating. Now whenever a buyer (i.e. a shopper on Amazon) sees a product from that brand (e.g. in search or in product details) that has a 4-star review, your ads will be allowed to bid for a spot on the page the buyer is viewing. If one of your ads wins the bid, it will show up on the page.
2. On Which Pages Can My Product Attribute Targeting Ads Show Up?
PAT ads can show up in all the same places that a Sponsored Product ad can.
These places are:
- Search Results
- Product Details
- Check Out
- Thank You
Sponsored Display PAT ads can also win the top banner on the product detail page and now can even appear on the front page of Amazon.
To ensure that buyers have a good experience, Amazon controls how many ads for the same product line (i.e. parent ASIN) show up on a given page. If you have an ad that matches the search the user performed via keyword targeting AND another one that matches the search results via PAT, Amazon will likely choose one (probably the highest bid), rather than showing both.
3. How Do I Build PAT Ads?
Create a campaign with which to use Product Attribute Targeting and create one ad group for each kind of PAT (ASINs vs. category).
PAT cannot be used within the same ad group as keyword targeting. You can, however, have an ad group with PAT and an ad group with keyword targets within the same campaign. Just make sure your keyword and product negatives are either all at the campaign level, or correctly aligned with their associated ad group.
PAT can only be used at the ad group level within manual campaigns and not automatic ones. A given PAT ad group can either target a basket of ASINs (your own or others’) or a particular category with refinement by brand, price, or reviews.
Name your ad group with the kind of targeting you intend. For example – ‘[PAT] Product Name – ASIN Targeting – B000000.’ For the ad groups, select products from your catalog to advertise and then select ‘Product Targeting’ under the ‘Targeting’ menu.
For category targeting, select the ‘Categories’ tab of the ‘Product Targeting’ modal. Now, for each one, click the ‘Refine’ option and further target a particular brand, price range, Prime eligibility, or star rating. Keep an eye on the ‘Products Targeted’ count below to make sure you’re not going too narrow or too broad.
For ASIN targeting, select the ‘Individual Products’ tab of the ‘Product Targeting’ modal. Now either enter a list of ASINs from the Search Term Report (auto campaigns often generate these), or use the ones suggested by Amazon, or search for specific ones yourself. You can also use the Teikametrics Market Intelligence tool to gather the ASINs that are competing with your product for market share.
While you can have multiple types of ad groups in a campaign, I recommend keeping category, product, and keyword targeting separated into their own campaigns for control and reporting.
4. How Do I Read a Search Term Report With PAT?
When you download the search term report to find ASINs from auto campaigns, filter the “Targeting” column by ‘*’ and the “Customer Search Term” column by “b0.” This will capture the ASIN you convert with through auto campaigns.
When you want to look at your category targets and convert them to manual ASIN targets, “Targeting” column by “category”. This will help you identify which ASINs are driving sales in your category targeting campaigns (or wasting spend).
5. How Much Budget Should I Put Against PAT?
There is not one answer to this question, but we recommend you use a portion of both your brand defense and offense budgets to diversify your spend and sales and use PAT to grow your business as keyword targeting continues to become more competitive. We will discuss each tactic in more detail below.
6. If I Use PAT Should I Also Use Competitor Brand Keywords?
Yes, but expect a lower return than targeting your own brand ASIN. Expect similar performance to that of competitor search terms, but keep in mind product relevancy or adjacency when manually choosing ASIN targets.
7. How Can I Narrow Targeting Using PAT?
Brand-targeted ad groups can inform your competitor brand keyword campaigns. In the Search Term report, these will give you ASINs for competitors against which you’re converting. Look up these ASINs, find the product names, and add those keywords to your brand keyword campaigns.
You can also take note of ASINs against which you are converting poorly, and negate these from brand-targeted ad groups.
8. When Should I Use Category Targeting and When Should I Use ASIN Targeting?
Use category targeting as a way to get broad reach at a higher ACOS. This means you’re going to show up on a lot of searches if you target a popular brand and likely going to have a lower conversion rate. However, this will give your product lots of visibility and will give you a chance to see which specific ASINs within that brand you’re doing well against. A good choice for a new launch.
Use ASIN targeting when your product is disrupting a specific ASIN already on the market, or when you know which ASINs are commonly showing up alongside your product already in search. This is a much narrower reach than targeting a whole brand and should be used for more mature products that understand their competitors.
The following are some strategies to use with Product Attribute Targeting.
1. Capture Market Share
The most obvious use of PAT is to attack your competitors and capture market share from them. If you have a clear picture of which brands or products are being considered against your own, advertise against them to see how you fare.
Do your competitive research before you use this strategy. Look through the Search Term Report for ASINs from your auto-campaigns against which you are converting. Think twice about competing with products and brands with much better ratings and/or lower prices. You are likely to pay for browse behavior that never converts. On the flip side, find badly ranked or expensive competitors and attack them.
You can also use category targeting to find similar or adjacent products to target, then move them over to manual product targets once you get sales.
2. Defend Your Market Share
The flip side to the strategy above is that your competitors are going to be using PAT to target you.
When advertising on your own ASINs and brands, consider constructing campaigns that advertise products that sell well with the advertised product. As an example, target your boots with an ad for your best boot laces. Also, when advertising on your own ASINs, don’t steal a sale from a high-margin product by advertising a similar (or worse, better!), lower-margin product against it.
The balance of profitability and product compatibility will vary based on your brand, but make sure your brand defense strategy incorporates or considers both.
3. Brand or Product Launch
When launching something new, it’s hard to predict what keywords are going to work best. Yet you do not want to waste precious time figuring this out – you need sales now! Use Product Attribute Targeting to target similar products or brands and ride their searches. This will give you immediate reach with people looking for what you want to sell. This is particularly powerful if your product is disrupting something already on the market.
For example, if you have just invented a better mouse-trap, and want to launch it, it makes sense to target the brand with the top-selling mouse-trap!
Again, consider carefully the quality of your product and do your research. You do not want to target a luxury brand if you’re selling a mass-market good.
4. Opportunistic Advertising
If a brand in your category gets hot off social media, ride the wave! Target them and their products to benefit from the search boost they are getting. This strategy can also be used with their competitor brand keywords.