When reviewing your PAT campaigns in the ThinkAd Platform, you'll notice three distinct spending Placements:
Top of Search (first page)
Rest of Search
Product Pages
Why are my Product Targeting campaigns appearing in search results (either Top of Search or Rest of Search)
In a PAT campaign, you're bidding on ASINs and Category Nodes. If you bid on an ASIN that ranks highly for a specific search term, your ad may also appear on the search results page for that term.
Back in 2019, we were among the first to notice that by targeting competitor categories or specific products, we could maintain strong advertising positions even for a wide range of relevant keywords. The key insight was that when you target a specific category or a competitor's product, Amazon recognizes that your product is similar and begins to promote it across all relevant keywords indexed for that targeted ASIN.
This strategy allowed us to secure top advertising positions at a significantly lower cost by targeting just one ASIN. Interestingly, it didn't always have to be a competitor's product; we successfully targeted our own ASINs, achieving the lowest possible ACoS and driving substantial traffic. This approach remains effective today, and you can easily leverage it.
Additionally, our semantic core-building algorithm incorporates this functionality, ensuring that your advertised ASINs are always effectively targeted across relevant keywords.
Article last updated September 2024. If you find this information to be out of date, please contact [email protected].