Amazon is a top eCommerce platform for a reason: it attracts numerous sellers and shoppers to the site, leading to a competitive marketplace. Although this can put some sellers off from expanding their reach on Amazon, the platform is constantly innovating and creating new opportunities for brands and advertising vendors to get their products in front of potential customers.
One of the most effective ways to leverage your products is by utilizing Amazon Product Attribute Targeting (PAT). This tactic allows sellers to find potential customers by targeting ASINs and categories beyond keywords. Amazon PAT plays a crucial role in boosting visibility, which, in turn, can help drive brand awareness and sales. In this guide, we'll delve deeper into how Product Attribute Targeting works and how you can use it to your advantage.
Key takeaways
- Amazon Product Attribute Targeting (PAT) allows sellers to refine their ad campaigns further, helping them boost their conversion rate.
- An effective PAT ad can help you steal market share from competitors and target your audience more precisely.
- With PAT campaigns, you can target a specific ASIN or product category.
- To get the most out of your campaign, analyze your data regularly and set a budget that works for you.
PAT campaigns increased total reach 34% with only a 12% rise in ACoS compared to keyword-only campaigns (n=67 PAT campaign additions).
What is product attribute targeting?
Amazon Product Attribute Targeting is available alongside Sponsored Product campaigns that Amazon offers. It gives sellers the opportunity to claim ad space beside a specified set of brands or products. With PAT, you leverage more in-depth targeting capabilities, such as a product's ASIN, category or price. This differs from selecting a keyword match type, which is the type of advertising many sellers are comfortable with. However, PAT is still similar in that you'll have the chance to bid for ad space on the page the buyer is viewing. If your ad wins the bid, it will be shown on that page.
A PAT ad can be displayed in several different areas of Amazon's website. These include the search results, the product details page, the add-to-cart page, the checkout page and the thank-you page. These are all the same areas where sponsored Amazon ads can appear. However, the advantage of PAT ads is that they can secure the top banner on a product detail page. For some lucky sellers, it's even possible for a PAT ad to win a spot on Amazon's front page.
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How does product attribute targeting impact ad campaigns?
PAT ads allow you to further refine your campaigns and improve your targeting. Compared to auto campaigns, which assign keywords and ASINs automatically based on their relevance to your product, PAT ads allow you to specify your targeting strategy further. For example, if there's a particular product attribute that will drive more traffic to your product page, you can plug that detail directly into your Product Attribute Targeting campaign. This is crucial to maximizing visibility and increasing your conversion rate.
Benefits of using product attribute targeting for sellers
There are numerous benefits of Product Attribute Targeting that you can discover as a seller. Understanding these benefits can allow you to get the most out of your ad campaigns.
Steal market share from competitors
On Amazon, sellers and vendors are constantly vying for customers' attention. With Product Attribute Targeting, you can divert a buyer's attention from another product and redirect it to the item you're selling. Every second of a customer's attention is precious, and if you find a way to point it toward your own products, you can gain serious momentum in your promotional strategy.
In any given product category, countless sellers compete for the same market share. Buyers make split-second decisions when faced with an array of options, which is why it's crucial to grab their attention in any way you can. By strategically placing your sponsored products alongside your competitors' items, you can steal market share and maximize your sales.
Precise targeting
One key benefit of PAT ads is that they allow you to achieve more precise targeting. This sets PAT apart from keyword targeting, which can be general depending on what shoppers are searching for. With Product Attribute Targeting, you can choose specific ASINs and categories to target your listings to. This means that Amazon will display your ad to buyers who search for that particular attribute. Overall, PAT allows you to achieve a level of precision that automatic Amazon ads don't offer.
Targeting techniques using Amazon PAT
You now know that Product Attribute Targeting can have a significant impact on sales. However, you need to apply the right targeting techniques to use this campaign strategy to its fullest potential. Whether you use listing software or a different method, don't hesitate to explore the options available to you.
Amazon category targeting
With over 12 million products currently sold on Amazon, it can seem overwhelming to even attempt to market your own product. Fortunately, category targeting gives you a good starting point. Honing in on a specific category helps you cast a large net and find buyers interested in the type of item you're selling. By solely targeting customers searching for products in your chosen category, you can boost brand awareness at a key stage and win over more loyal buyers.
ASIN targeting
ASIN targeting is an alternative technique for occupying prime real estate on your competitor's product page. When a customer navigates to a product detail page, they're likely interested in the item and might even plan to purchase it. This is your chance to capitalize on that interest and let them know your product exists. With ASIN targeting, you can strategically place an ad directly on your competitor's product page, boosting the visibility of your product as a result.
When to use category vs. ASIN targeting
Choosing a targeting technique is ultimately a matter of how well you know your competition. For example, if you sell women's sweaters and have a highly successful competitor who sells a similar yet inferior version, you can significantly boost brand awareness by targeting that competitor's ASIN. In this situation, ASIN targeting will put your product front and center on customers' radar.
However, if you sell products in a niche category with low competition, you don't have to worry as much about targeting individual sellers. Instead, you can use category targeting. Sellers with less competition tend to have more success with this kind of targeting, as their product categories are less crowded and are more focused on the relatively small cohort of buyers in your space. Additionally, if you're unfamiliar with your direct competition, we recommend starting out with category targeting to ease your way into PAT ads.
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Strategies for product attribute targeting
To stay ahead of the curve with PAT, it's important to continuously optimize your strategy and make changes when needed. Consider the following:
Identify best-selling products
Product Attribute Targeting works best when you're strategic about your target products. By identifying the best-selling products in your category, you can intentionally place your item on that page or in the search results to maximize impressions. To do this, simply navigate to your product category and search for the top-selling products.
Conduct competitor research
In addition to researching specific products, it's important to keep a close eye on your competition. Researching successful sellers in your category can help you target your ads with greater precision. To conduct effective competitor research, take note of the types of products your competitors sell and the kinds of buyers who purchase them.
Check online forums (Reddit & Quora)
Believe it or not, online forums like Reddit and Quora can be a wealth of knowledge. On these sites, you can receive helpful advice from sellers who have had success optimizing their PAT ads. You may even learn a new strategy from these sites that you've never considered before.
Check product reviews
Your competitors' products can provide a wealth of knowledge simply from their reviews. Amazon reviews help illustrate what customers loved most about a product and what they could do without. Try to glean information about your competition's products and optimize your product listings based on the details you gather.
Test and optimize attributes with Trellis
The best way to improve your Amazon PAT ads is through testing. Our platform will run campaigns with different attributes and see what works. Giving you back the time it would take to experiment with a range of details and ASINs to get a feel for what leads to the best results.
What are the ad placements for Amazon PAT?
Amazon Product Attribute Targeting allows you to place your ads in various areas of the website for optimal visibility. Here are the main options that you can choose from:
- Search results
- Product details page
- Add-to-cart page
- Checkout page
- Thank-you page
Consider employing different ad placements to see which one works best for your specific product. You will likely have differing results based on where you choose to place your ads, and this strategy can prevent you from wasting time on an ineffective ad placement.
Budgeting for Amazon PAT
Before you launch an Amazon PAT ad, set a budget that works for you. This will ensure you stay within your means while running an ad campaign. It's important to understand the costs involved and your return on investment (ROI). Take the time to determine your expected ROI and factor that into your budget. By anticipating how much money you expect to earn on each campaign, you can strategize better.
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Analyzing PAT data for optimization
The single most effective way to optimize your PAT campaign is to analyze your sales data carefully after a reasonable amount of time to provide statistical significance. Take note of which ones drive your KPIs to distribute your budget more effectively. Be mindful of key metrics like impressions, clicks, and conversion rates. These factors easily indicate how well your ad performed and how many people it reached.
Final thoughts: using Amazon PAT to its fullest potential
Amazon Product Attribute Targeting is a highly effective tactic for sellers to promote their products to a more refined audience. To use PAT to its fullest potential, Trellis can help. Our platform uses AI and automation to target the best ASINs and categories based on historical results. We can help eliminate some of the guesswork and boost your chances of success in major ways. Contact us today to find out how.