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Negative Product Targeting for Auto Targeting Campaigns – August 24, 2020

Posted by Jimi Patel | March 22, 2021

Amazon launched negative product targeting controls for Auto Targeting (AT) campaigns and ad groups.

This new feature gives advertisers using AT a frequently asked for optimization tool that allows them to negatively target a product detail page by ASIN, just as they would negatively target a search query by keyword.  The feature has launched for all SP advertisers in all marketplaces.

The control is now available in UCB, UCM, and the Advertising API. Prior to this launch, negative product targeting was only available for Product Attribute Targeting (PAT) ad groups.

Benefits:

  • Advertisers use negative targeting to optimize performance by removing ads from targeting when an ad-context (i.e. search term or detail page) underperforms when measured against some metric of interests such as conversion rate.
  • They also use negative targeting to protect their brand image by stopping their ads from showing on contexts that are not aligned with values associated with their brand. Advertisers have historically been able to see performance on product detail pages through the search term report for all targeting types and can see when detail pages are not meeting their performance expectations.
  • With this launch, advertisers can indicate that they do not want their AT ads to appear on a specific set of detail pages by negatively targeting the associated ASINs.