How to Do Asin Targeting Effectively: A Comprehensive Guide

Introduced by Amazon in 2019, ASIN targeting is a powerful advertising feature that allows sellers to place ads directly on specific product detail pages. Whether competitor products or complementary items, ASIN targeting helps improve visibility, attract potential buyers, and drive conversions by targeting shoppers already interested in related products. This is an underutilized strategy compared to keyword targeting.

In this guide, we will explore what ASIN targeting is, why it matters, and how you can use it effectively to boost your sales on Amazon. 

What is ASIN Targeting?

ASIN targeting is a feature within Amazon’s advertising platform that enables sellers to direct their ads to specific products using the Amazon Standard Identification Number (ASIN). An ASIN is a unique identifier assigned to every product on Amazon. 

By leveraging Amazon’s ASIN targeting, you can:

• Place your ads on competitor product pages: Attract customers who are already interested in products similar to yours by advertising your own products on competitor pages.

• Showcase your products alongside complementary items: Promote your products on pages of items that complement yours, encouraging cross-selling opportunities.

• Enhance visibility in specific product categories: Target products within specific categories to reach a more focused audience.

This targeted approach ensures that your product ads are seen by shoppers with a higher likelihood of interest in your products, increasing sales potential.

Why is ASIN Targeting Essential for Amazon Sellers?

Product targeting was introduced to display ads on product detail pages of your ASINs or your competitors’ ASINs. There are three main reasons for doing this:

• Cross-selling: Promote complementary products together. For example, advertising pillow covers alongside bedsheets. This strategy helps increase your Average Order Value (AOV) by encouraging customers to purchase additional items.

• Up-selling: Encourage customers to move from lower-priced products to their upgraded versions with higher prices. By showcasing premium options, you can increase your revenue per sale.

• Competitor Targeting: Target competitor ASINs that are better-priced or better-reviewed. This way, you can gain their market share and attract new customers who might be dissatisfied with the competitor’s offering.

What is Product Targeting on Amazon Ads?

Product targeting lets you focus your Sponsored Products ads on specific products, categories, brands, or features. This ensures your ads appear in front of shoppers most likely interested in your product offerings. You can target:

• Specific ASINs: Target individual products for precise advertising.

• Categories: Broaden your reach by targeting entire product categories relevant to your products.

• Brands: Focus on products from specific brands to capture brand-loyal customers.

• Product Features: Target products based on attributes like price range, star ratings, or shipping options.

By utilizing product targeting effectively, you can tailor your digital advertising strategy to meet your business goals and reach a more focused audience.

How Does ASIN Targeting Work on Amazon?

ASIN targeting allows you to place your ads on specific product pages strategically. Here’s how it works:

1. Selection of Target ASINs

• Identify competitor products or items: Research products that either compete with yours or complement them. Look for direct competitors, complementary products, or high-traffic items.

• Choose ASINs that align with your targeting strategy: Select ASINs based on your goals—competitor targeting, cross-selling, or up-selling.

2. Setting Up the Campaign

• Use manual targeting for complete control: In the Amazon Advertising Console, create a new Sponsored Products campaign and choose manual targeting.

• Input the selected ASINs: Under product targeting, select “Individual products” and add your chosen ASINs. Set your bids based on competitiveness and potential ROI.

3. Ad Placement

• Your ads appear on the product details page of the targeted ASINs: Once your campaign is live, your ads show up on the product pages of the ASINs you’ve targeted, usually under “Sponsored products related to this item.”

• Shoppers browsing these pages see your ad: This increases the chance of click-throughs as customers are already interested in similar items.

4. Customer Interaction

• Interested shoppers click on your ad: They are directed to your product page, where they can learn more about your offering.

• Increased likelihood of conversions and sales: By reaching a relevant target audience, you boost the chances of turning clicks into purchases, resulting in higher conversion rates.

How to Select the Right Products for ASIN Targeting?

Selecting the right products to target is crucial for the success of your ASIN targeting campaigns. Here’s how to make informed choices:

1. Top-Selling Products

Products with stable, long-term sales potential and strong brand recognition.

• Strategy: Use tools like ASIN Fetcher, Jungle Scout, or Helium 10 to find top products for your specific keywords.

• Benefit: Targeting these ASINs increases your visibility among a large audience.

Customers recognize and trust these products, making them a reliable source of traffic.

2. Upcoming Products

Emerging products with a recent surge in sales due to trends or seasonal demand.

• Strategy: Monitor new releases and market trends to identify these products early.

• Benefit: Quickly boost sales and visibility of your store by riding the wave of popularity.

Acting fast on trends allows you to capture interest before the market saturates.

3. Potential Products

Products with high traffic but low sales, often due to incomplete information, high pricing, or negative reviews.

• Strategy: Target these ASINs to offer customers a better alternative.

• Benefit: Capture interested customers by addressing the shortcomings of these products.

You fill the gaps that prevent customers from purchasing those products, attracting them to yours instead.

4. Long-Tail Products

Niche items with consistent, though typically low, demand over a long period.

• Strategy: Target these to tap into specific customer segments with less competition.

• Benefit: Dominate niche markets and enhance your store’s diversity.

Catering to specific needs induces customer loyalty and steady sales.

To create an effective product targeting strategy in Amazon PPC campaigns, balance these different types of products. 

Top-selling and upcoming products are excellent for driving storewide sales and boosting overall revenue. They bring in a steady flow of customers and help you achieve your sales targets more consistently. 

Meanwhile, potential and long-tail products are crucial in promoting customer engagement and increasing the number of reviews. Positive reviews from satisfied customers enhance your product’s credibility and attract new customers.

Want to create more strategic Amazon campaigns that drive results? Check out the Top 3 Amazon PPC Strategies.

How to Choose When to Use ASIN Targeting Effectively?

ASIN targeting should not be ignored unless it turns out to be expensive with low ROAS. However, there are certain specific times when ASIN targeting can give disproportionate benefits.

1. When competitors increase their pricing: When a competitor increases their product pricing, and you target them, you have higher chances of converting the customer. Read this case study on how Beco used competitor pricing to its advantage to gain market share.

2. When your pricing is low: ASIN target works best in pricing use cases. So, if you have discounted your product, go aggressive on ASIN targeting.

3. When you have better reviews than competitors: The end customer can see your pricing and reviews/ ratings on the ad when you target an ASIN. If you have better reviews than the current ASIN, go ahead and target the same.

Note: Avoid competitor targeting during sale events, as competitors offer discounts and defend their market share aggressively, making ASIN targeting expensive and less effective.

How to Do ASIN Targeting?

You can choose specific ASINs according to your strategy, targeting those and others that are similar, including substitutes and complements. Here are some effective ways to implement ASIN targeting for your brand:

1. Utilize Data and Tools

Use powerful tools like Atom11 to collate and understand data on your products’ performance and your competitors’ performance in the market. The more data you collect, the better you can refine your ad campaign targeting to be more specific and successful.

2. Add Low-Performing ASINs to Negative Targeting

First, identify ASINs that are not performing well and add them to your negative targeting list. This means your ad campaigns will not target these specific products, saving you a budget that can be put to better use. However, ensure these ASINs do not fall under emerging or potential products, as you might lose sales opportunities by excluding them.

3. Target Top-Performing ASINs Manually

Find the top-performing ASINs in your product category. Look at the most popular results for the keywords you’re targeting and target those ASINs manually for better chances of conversions. An ideal advertising campaign aims to reduce ACoS (Advertising Cost of Sales), and targeting high-performing ASINs can help achieve this.

Learn more about Amazon ACoS in this comprehensive guide to improve advertising costs and achieve higher ROAS.

4. Identify and Target Relevant Competitors

Find your competition, not just the brands you want to compete with but also those closer to your product category in terms of price, quality, ratings, and product similarity. You’re more likely to succeed if you target ASINs priced similar to or slightly higher than your product. Avoid targeting products that are priced much lower or significantly higher than yours, as this may not lead to successful conversions.

5. Target ASINs with Fewer or Worse Reviews

Choose and target ASINs that are very similar to your product but have fewer and worse reviews. This might prompt consumers visiting those competitors’ product pages to click and choose your product instead, especially if you have better reviews and ratings.

6. Target Your Own ASINs

You can also target your own ASINs! Identify which of your products can be sold together, and place your other products on your own ASINs. For example, if your brand deals in toiletries, you can advertise your brush holder on your toothbrush’s product detail page. This kind of targeting helps boost your organic ranking and upsell your other products. Targeting your own ASINs often means your bid amount will be comparatively less. You can use both Sponsored Products ad targeting and Sponsored Display ads for this strategy.

Common Mistakes to Avoid

Avoid these pitfalls to ensure your ASIN targeting campaigns are successful:

Targeting Irrelevant ASINs

Ensure the ASINs you target are closely related to your product to avoid wasting ad spend and lowering relevancy scores.

Ignoring Performance Metrics

Failing to monitor key metrics can lead to inefficient campaigns. Regular analysis helps optimize your strategy and improve ROI.

Overbidding Without Strategy

High bids can exhaust your budget quickly. Bid strategically based on each ASIN's potential ROI and the market's competitiveness.

Neglecting Product Page Optimization

Driving traffic to a poorly optimized product page reduces conversions. Ensure your product page is compelling and informative and encourages purchases.

Setting and Forgetting Campaigns

The Amazon marketplace is dynamic. Regularly update and adjust your campaigns to keep them effective amidst changing trends and competition.

Conclusion

ASIN targeting can improve sales significantly, giving you a competitive edge. However, you must have an effective ASIN targeting strategy. By selecting the right products to target, monitoring performance metrics, and adjusting campaigns regularly, you can ensure successful ASIN targeting campaigns. Especially, if you have better-priced and better-reviewed products than your competitors, ASIN targeting can result in higher sales and market share. 

So, start utilizing the benefits of ASIN targeting using tools like atom11. Atom 11 is a tool that simplifies the ASIN targeting process with automated solutions, managing all these aspects in one place. Get in touch with us at Atom11 or book a demo today to see how our automated solutions can optimize your campaigns and drive growth.

FAQs

What is ASIN targeting?

ASIN targeting is a digital advertising feature on Amazon that lets sellers place their product ads on specific product detail pages using the unique Amazon Standard Identification Number (ASIN). Using ASIN targeting, sellers can advertise their products on competitor product pages, complementary product pages, or within specific product categories to reach shoppers who are already interested in similar items.

What is ASIN in marketing?

ASIN (Amazon Standard Identification Number) is a unique 10-character alphanumeric identifier assigned to every product on Amazon product listings. This number is assigned when sellers create a new product on Amazon’s catalog.

What is product targeting on Amazon?

Product targeting on Amazon allows sellers to focus their ads on specific products, categories, features, or brands relevant to the product in the ad. They can target individual ASINs, entire product categories, or products with certain attributes (like pricing or ratings) to ensure shoppers discover their products on organic search results when browsing similar products, pages, and categories.

What is the difference between source ASIN and target ASIN?

Source ASIN is the ASIN sellers who want to merge or transfer, and target ASIN is the ASIN that retains the merged ASIN and remains active. Sometimes, duplicate or incorrect ASINs appear in the Amazon catalog, which might confuse sellers. That’s why Amazon allows sellers to request merging the duplicate ASINs with the ‘source ASIN’ with the ‘target ASIN.’