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Amazon Advertising

Should you target your own ASIN on Amazon? 

Reading Time: 5 minutes

If you’ve been advertising on Amazon for a while, you may be wondering if it’s a good idea to use sponsored ads to target your own ASINs

After all, you want to safeguard your listing against a competitor that bids on your keywords and steals your sales. 

But does this plan fair dinkum work, or is it just a waste of cash? 

In this blog, we will explore the pros and cons of targeting your own ASIN on Amazon, and we will provide some effective strategies to excel at it. 

Sponsored Ads Placement on Amazon Product Targeting Ads

Amazon’s product targeting ads provide various ad formats and the opportunity to strategically position your ads on the platform for maximum impact. 

You have two primary targeting options: 

  1. Sponsored Product Ads – Manual Targeting 
  1. Sponsored Display Ads – Product Targeting 

Sponsored Product Ads – Manual Targeting 

These ads appear in the “Products related to this item” section on the detail page of the targeted ASINs, encompassing both competitor ASINs and the advertiser’s own products. These ads snag the interest of folks who are mulling over their options before making a purchase. 

Sponsored Display Ads – Product Targeting

Now, these ads give advertisers ripper spots right across the product detail page. 
What’s great about Sponsored Display Product Targeting ads is that they stand out on their own—they don’t get lost in a sea of other products. 

Pros and Cons of Targeting Your Own ASIN on Amazon 

Just like anything else in life, targeting your own ASIN on Amazon comes with its fair share of advantages and disadvantages, depending on what you’re aiming for. 

Here are a few potential upsides and downsides of targeting your own ASIN on Amazon: 

Pros

Protecting your Brand: 

By targeting your own ASIN with ads, you can stop your competitors from snatching your customers. They won’t be able to hog the ad space on searches for your brand or on your product pages. 

It means that whenever someone looks up your brand or product name, only your listing will pop up at the top of the search results. And when they’re checking out the details of one of your products, they won’t see any competitor’s products lurking just below the “Buy Now” button.
 
Instead, they’re front and centre, giving advertisers a fair dinkum chance to get heaps of eyeballs and interaction. 

Cross-Promotion: 


If you’ve got multiple products in your brand, targeting your own ASINs allows you to promote related or complementary items. This can boost your overall sales and increase the average order value across your product line. 

Boosting Organic Ranking and Sales Velocity: 

Running ads on your own ASIN increases your product’s visibility and sales speed, improving your organic rankings. 

This boost in sales speed and positive engagement signals to Amazon’s A9 algorithm that your product is popular and relevant, potentially earning you better placement in product recommendations, “Customers Who Bought This Also Bought” sections, “Frequently Bought Together” areas, and other prime spots on the platform. 

Cost Efficiency and Improved ACoS: 


Targeting your own ASINs usually means lower bid amounts compared to going after competitive keywords. 

Since these ads pop up when customers are almost ready to buy, they’re more likely to convert, which can lower your ACoS

Boost Share of Voice (SOV): 

Share of Voice measures how much visibility your brand has compared to your competitors.
 
By targeting your own ASIN, you can dominate the ad spots for your product, boosting your Share of Voice. This dominance can help position your brand as a top player and reduce the visibility of competing products in the ad space. 

Cons

Cannibalisation of Organic Traffic 

When you run product targeting ads on your own listings, shoppers might find your product through organic search results but then switch to a different similar product from your ad that has a lower price or more reviews. This can affect your organic sales and hurt your long-term visibility and ranking on Amazon. 

Additional Costs 


Running ads, even for your own products, incurs costs. If there’s not much competition, you could be paying for clicks that would have gone to your product anyway. This can reduce your profit margins and ROI. 

Limited Reach 

By only targeting your own ASINs, you might miss out on attracting a broader customer base that is looking for similar products but doesn’t know about your brand. This limits your reach and can reduce your sales potential. 

Strategies for Amazon ASIN Targeting 

Now that you’re aware of the pros and cons of targeting your own ASIN with ads, it’s clear you shouldn’t stick to just that. 

Amazon’s ASIN targeting is a unique tool that offers sellers various advertising opportunities with great potential. 

First, identify the ASINs in your product range with the highest conversion rates. You can do this using the Sponsored Product Advertised Product report. 

Open the report and sort the ASINs in descending order based on ACoS.  
All the strategies we’ll discuss are aimed at the high-performing ASINs. 

Add the low-performing ASINs as negative targets to avoid wasting money on them.
 
Strategy 1: Target Superior and Inferior Competitors’ ASINs 

  1. Identify competitors’ ASINs where your product has a clear advantage, like a lower price, more reviews, or better customer ratings. 
  2. Manually target them with your product-targeting ads. 
  3. This boosts your chances of snagging more sales from your competitors’ product detail pages. 
  4. On the flip side, identify competitors’ ASINs with better product listings than yours. 
  5. Use negative ASIN targeting to keep your ads from appearing on those listings. 
  6. This cuts down on ad waste and helps lower your ACoS. 

Strategy 2: Make deals and target competitors’ ASINs without promotions. 

  1. Search competitors’ ASINs that do not provide any promotions or discounts. 
  2. Then, create an appealing deal on your own listing, such as lightning deals, coupons, or discounts, and direct your product-targeting advertising to these competitors’ ASINs. 
  3. Note: Look in the “Frequently bought together” and “Customers who viewed this item also viewed” sections for complementary and alternative products to consider. 

Strategy 3: Aim for Popular Brands with Amazon Brand Targeting 

  1. Here’s a clever tactic that often goes unnoticed by many. 
  2. Identify competitor brands that splash out on Sponsored Brand ads. Ideally, these brands will attract a heap of traffic. 
  3. Zero in on the lower-tier products (high price, low ratings, and reviews) within these specific brands using category refinement. This amps up the effectiveness of your product targeting ads, allowing you to make the most of their high traffic. 

Strategy 4: Target Your Own Related or Substitute Amazon ASINs 

  1. Last but not least, focus on your own ASINs to sell complementary or substitute products. It’s also a better way to keep competitors off your Amazon product page. 
  2. Head to one of your top-performing product listings.
  3. Check out what items are often bought together and target them accordingly with product ads. 

Final Thoughts 

Deciding whether to target your own ASIN on Amazon isn’t a one-size-fits-all gig. You have to suss out your business goals, competition, and the whole advertising scene. 
On one hand, you’ve got perks like defending your brand, cross-promotion, and boosting organic ranking. But on the flip side, there are a few downsides, like losing organic traffic, limited reach, and wasting ads. 
So, it’s vital to weigh up these cons against the pros and put the right strategies in place to make targeting your own ASIN profitable. 

Got any ace ASIN targeting tricks up your sleeve? Chuck a comment below, and let’s have a yarn that could take your advertising game to the next level! 

  

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