Product targeting is CRUSHING in the brands I work with.

It often has the lowest New-to-brand CAC. Interestingly, I see Exact match single keyword campaigns frequently have the highest NTB CAC - and that's typically where accounts put most of their spend!

Here's how I structure my product targeting ad campaigns.

It is stupid simple and effective.

1 - Target your best competitors

Go to your category page. Find the top 10-30 best-selling ASINs.

These listings already get the most impressions - you just need to hijack that traffic.

Create a manual campaign → sponsored products → exact product targeting only.

Turn off expanded.

Set placement to product pages only (not top or rest of search).

If your product is better, you’ll win.

Higher CPC, yes - but also the highest volume and conversion.

2 - Target your weak competitors

Now flip it. Find listings with:

• Fewer reviews

• Higher prices

• Bad ratings

• Terrible images

These are your easiest steals. You’ll pay less per click and convert higher.

It takes a bit of manual digging, but ACOS here is often the lowest in the account.

3 - Target Frequently Bought Together products

This one’s criminally underrated.

Scroll to the “Frequently Bought Together” section on listings in your niche.

If you sell a guinea pig bed → target guinea pig toys, cages, food.

Start with low bids (suggested -20%).

Even if conversions are lower, you’re buying cheap traffic and building organic placements.

When Amazon sees your product consistently bought alongside others, it starts showing you organically in those FBT rows. (that’s free visibility).

4 - Turn on Extended Product Targeting (only after the first three)

Amazon will automatically expand your ASIN list to similar products.

You’ll reach new audiences without building dozens of campaigns.

Downside: less control, broader spend.

Use this once you’ve nailed your core strategies and want to scale.

5 - The secret sauce - go crazy with it

Launch every campaign as a single ASIN campaign for max control.

In the campaign name include the competitor ASIN and brand name. This structure makes it easy to identify trends across what brands you're easily stealing from. Also, it makes it easy to check what ASINs you're already targeting when you go to add more targets next week.

Launch 100s. Yes, 100s. Not 10 or 20.

Start with low bids so they don't go crazy spending immediately. Inch up bids 10% at a time if you have no impressions after 3-4 days.

6 - Scrape you category every month - target the new ASINs

I use SoldScope to search for brands that just launched in my category last month. Then I target every single one of them. Low hanging fruit if you have the time to keep up with it.

How I can help:

👉 Reply “AUDIT” with your Amazon storefront link. If I see an opportunity, I’ll tell you exactly where. If I don’t, I’ll tell you that too.

Tools I use in my business (with discounts):

👉 Scale Insights for PPC automation (10% off for life)

👉 SellerRise for P&L (10% off for 12 months)

👉 Sold Scope for everything else (1 month free + 10% off for life with code EVANAUG267HF2).

Keep building,

Evan

600 1st Ave, Ste 330 PMB 92768, Seattle, WA 98104-2246
​Unsubscribe · Preferences​