Why are there three targeting strategies?
In Advigator there are 3 preset Targeting strategies to filter the search terms on which to sponsor your product.
  • Conservative (at least one sale)
  • Balanced (at least one sale or high CTR)
  • No Filter
In general, targeting an ad campaign should reach our ideal consumer but also leave room to collect new data.
Keywords with orders
Sponsoring on keywords that have led to an order ensures we are relevant to consumers. There are rare cases where, due to Amazon's sales attribution methods, orders can result from keywords towards other products as well, but this can be easily corrected with negative keywords.
Keywords with high CTR
The reason to choose keywords with high CTR% comes from the method by which Amazon calculates cost per click and position in search results.
In order for the end consumer to always have a great search experience, Amazon wants the search results to be relevant to the consumer's search term. That's why Amazon uses CTR% and bid per click to order sponsored results (Ad rank). Keywords that have a high CTR% will rank better even if the bid per click is lower.
The actual cost per click (CPC) calculation takes into account both the bid per click entered by the seller, and the CTR% of the competitor with the lower position than the seller. If the competitor has a better CTR% then the CPC will be higher and vice versa. The intent is to economically discourage the seller from sponsoring the product on irrelevant keywords, to avoid worsening the end consumer's browsing experience.
No filter
The 'no filter' criterion is useful for collecting new data for products that have no historical data. The data could grow quickly so it is recommended to switch to 'Balanced' once the first sales are generated.
Last modified 5mo ago
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