Targeting size
Every day, Amazon consumers reach your product through search terms or by browsing from other competitors' product pages.
Advigator analyzes this data to choose which keywords to sponsor and ignore. If, for example, a consumer buys your product as a result of searching 'iphone cover', Advigator will automatically sponsor this keyword. The bid per click will be chosen based on the number of clicks, orders, sales price, and your target ACoS.
In Advigator there are 3 preset criteria for filtering keywords:
  • Conservative (At least one order): Only keywords that led to at least one order. Those with no orders are then ignored
  • Balanced (At least one order or high CTR): In addition to keywords with orders, keywords without orders are also included but only if they have a CTR% above the average for the product and a minimum of impressions.
  • No filter: All keywords that have resulted in clicks continue to be sponsored
We recommend the most stringent filter that guarantees at least 100-300 targets (keywords + product pages).
Campaigns without historical data
If you choose the 'Balanced' or 'No Filter' strategy, keywords taken from the product page and competing products in your subcategory could be added. This will allow you to start campaigns even if they don't have historical data yet, without having to waste time searching for keywords with search tools (e.g. Helium10, MerchantWords etc.).

Custom keywords

If you prefer, you can add a few keywords in 'custom keywords' to make sure they always get sponsored (even if they don't meet the strategy criteria).
Be careful not to copy-paste from other tools (e.g. Helium10). Carefully check that the keywords are highly relevant to your product. For each one ask yourself if the consumer searching with that keyword is referring to your product or others.
The custom keywords you add are not checked by Advigator, so by including general or misleading terms you can risk lowering your product's CTR% and worse positions in search results. Once the campaign is up and running and has some data (10-20 keywords with sales) you can remove the manual keywords.

How does the set of targeting keywords grow?

In addition to keywords filtered from historical data, your product is also visible on new similar search terms. The clicks/orders generated by the latter are evaluated by Advigator, and, according to the filtering strategy chosen, added to the new keywords of the manual campaigns (SP, SD, SBV) with a special offer per click.
  • Automatic targeting - Sponsored products (SP) Each product has an automatic targeting campaign - Amazon's algorithm will make the product appear with relevant search terms and competing products. This campaign uses your negative keywords, so it will receive traffic only for new keywords.
  • Phrase match type Each search term is entered as a keyword in the three matches (exact, phrase, generic). The phrase/generic matches allow you to extend the keyword with other words at the beginning or end. For example with 'phrase' match, the keyword 'iphone cover' is also visible with the search term 'transparent iphone cover'.
  • Targeting expressions The 'Expensive' and 'No Prime shipping' ad groups respectively sponsor the product over competitors in the same category that have a higher selling price or are not eligible for Prime shipping (e.g. no buybox).
  • Scraping from Amazon's public pages If you have activated the 'Balanced' or 'No Filter' strategies, keywords present in the title of the product and competitors products, best-selling products in the category (browse node), new releases, and those most given away or often bought together could be added
In all strategies, we recommend using negative keywords to discard terms that are misleading or irrelevant to your product. Don't exclude those with high ACoS because Advigator already takes care of reducing the bid per click.

Strategies preview

You can change the strategy at any time from the campaign list page, or by going to 'Change targeting strategy' - where you will also see previews.
Here you'll see how keywords that meet the strategy criteria in the past have been rendered, as well as a keyword preview.
Last modified 20d ago