Unlock Hidden Sales: Why Substitute Targeting Might Outperform Manual Keywords on Amazon

For many Amazon sellers, “manual keyword targeting” is the bread and butter of their advertising strategy. Meticulously researching keywords, setting bids, and optimising for specific search terms has long been the go-to method for driving sales. However, in Amazon’s ever-evolving advertising landscape, a powerful alternative is gaining traction: Substitute Targeting. This often-overlooked strategy, typically found within Amazon’s automatic campaigns, offers a unique way to capture high sales by reaching customers already in a buying mindset.

The Traditional Approach: Manual Keyword Targeting

Manual keyword targeting gives sellers granular control. You choose the exact keywords (broad, phrase, exact match) you want your ads to show for, allowing you to be incredibly precise. This is fantastic for:

• Reaching specific search queries: If a customer searches for “organic cotton baby blankets,” your ad for that exact product can appear.
• Controlling ACoS (Advertising Cost of Sale): You can bid higher on high-converting keywords and lower on less effective ones.
• Targeting high-intent buyers: Customers using specific keywords often know exactly what they want.

However, manual keyword targeting can have its limitations:

• Keyword discovery: It requires continuous research to find new, profitable keywords.
• Long-tail keyword challenge: Identifying and bidding on every relevant long-tail keyword can be time-consuming.
• Missing unconsidered options: You might miss customers who aren’t searching for your exact product but are open to alternatives.

The Game Changer: Substitute Targeting

Substitute targeting is a feature of Amazon’s automatic Sponsored Product campaigns. Instead of focusing on search terms, it places your ad on the product detail pages of items that Amazon identifies as substitutes for your product.

How does it work?

Imagine a customer is Browse the product page for “Brand X Wireless Earbuds.” If your product, “Brand Y Wireless Earbuds,” is identified by Amazon’s algorithm as a viable substitute (similar features, price point, reviews, etc.), your ad might appear directly on Brand X’s product page, or within the “Customers who viewed this also viewed” or “Compare with similar items” sections.

Why this is an alternate way of getting high sales:

1. Capturing “In-Market” Buyers: Customers on a product detail page are typically in a strong buying cycle. They’re actively evaluating options, comparing features, and nearing a purchase decision. Your ad positions your product as a direct alternative at a crucial moment.
2. Competitor Conquesting: Substitute targeting allows you to directly present your product to customers who are looking at a competitor’s listing. This is a powerful way to “steal” sales from rivals by offering a compelling alternative.
3. Passive Keyword Discovery: While not direct keyword targeting, substitute targeting in automatic campaigns can reveal high-performing ASINs (Amazon Standard Identification Numbers) that Amazon deems relevant. This data can then inform your manual product targeting campaigns.
4. Broader Reach Beyond Keywords: It broadens your reach beyond just search queries, tapping into a different segment of the shopping journey. This is especially useful for products with less common search terms or those that customers might discover through Browse.
5. Lower Barrier to Entry for New Products: For new products without established keyword rankings, substitute targeting can be a quick way to gain visibility by leveraging the traffic of established competitors.

Combining Strategies for Maximum Impact

It’s important to note that substitute targeting isn’t about replacing manual keyword targeting entirely. Instead, it’s about complementing it for a more comprehensive advertising strategy.

• Start with Auto Campaigns: Many experts recommend starting with an automatic campaign (which includes substitute targeting) to gather data.
• Harvest High-Performing ASINs: Analyse your automatic campaign reports. Identify the competitor ASINs where your products performed well through substitute targeting.
• Create Manual Product Targeting Campaigns: Take those high-performing competitor ASINs and create dedicated manual product targeting campaigns. This gives you granular control over bids and allows you to aggressively target your top competitors.
• Defend Your Own Listings: Don’t forget to use product targeting to defend your own ASINs! Place your own ads on your product pages to prevent competitors from siphoning off your traffic.

How Bettersell.co.uk Can Empower Your Sales Growth

Mastering Amazon PPC, including the nuances of substitute targeting, requires continuous analysis and strategic adjustments. This can be a significant time commitment, especially for sellers managing multiple products or juggling other business operations.

At bettersell.co.uk, we specialise in optimising Amazon advertising campaigns for maximum sales and profitability. Our experts can help you:

• Set up and refine your substitute targeting campaigns within automatic ad groups.
• Analyse performance data to identify the most lucrative competitor ASINs.
• Develop robust manual product targeting strategies to convert Browse customers into buyers.
• Implement defensive targeting to protect your brand and existing sales.
• Integrate substitute targeting seamlessly into your overall PPC strategy, working alongside your manual keyword campaigns.

Don’t leave sales on the table. Embrace the power of substitute targeting and discover an alternate path to high sales on Amazon. Let bettersell.co.uk guide you to unlock your full advertising potential.