Targeting for Amazon PPC is very similar to targeting for any PPC campaign (like Google Search Ads, Facebook Ads, Instagram ads, etc.). You will start by identifying keywords that are important to your brand. For example, if you sold women’s shoes, you would start by all keyword variations related to your products. Some examples would be keywords such as ‘womens sandals’, ‘womens running shoes’, and ‘womens high heels’.
From there, you will have to place a bid on the keywords you wish to target. Like all things in life, money talks, so the highest bidder is the one who gets to display their ads for their targeted keywords. If your bid is accepted, then Amazon takes care of the rest and will put your ads on the top of the search results. Amazon also offers the ability to retarget on Amazon’s website and third-party websites. Retargeting can be another great way to drive traffic to your products.