Showcase your product to millions of shoppers directly in their search results. This guide covers key topics for using our self-serve platform.
This article explains how to use the placement inclusion section in Manual Campaigns. If you chose Manual as your targeting tactic, you have the option to include additional placement options.
Placement inclusion
By default, the Search In-grid placement is toggled on and cannot be toggled off.
Note: Inclusion of additional placements is optional but is highly recommended to expand reach.
Placement types
Search In-grid: This is the default placement for Manual campaigns. When a customer makes a search query and you are bidding on that keyword/match type, your item may be eligible to serve on the Sponsored Products In-grid placements within the search results.
Search carousel: When a customer makes a search query and you are bidding on that keyword/match type, your item may be eligible to serve on the Sponsored Products carousel placement below the search results.
Buy Box & item carousel: When a customer lands on an item page and you are bidding on a keyword/match type of one of the anchor item entities, your item may be eligible to serve on the Sponsored Products Buy Box and/or carousel placement on the item page.
An anchor item is an item page where you want your ads to appear. The following are considered anchor item entities:
Below is an example of an anchor item, the anchor item entities and possible keywords to target:
Match types for item page placements
Exact-match: All bidded keywords should be present in the same order and should be continuous (except for stop words or functional words). There cannot be any additional words in the entity.
Phrase-match: All bidded keywords can be in any order, however all the words should be in one entity and should be continuous. There can be any additional words in the entity before and after the bidded keywords.
Broad-match: All bidded keywords can be present in any order and do not need to be continuous.
How to use keywords and match types to target item placements
Example 1: If you want to target shampoo item pages but unsure of which item(s) to specifically target:
Start by targeting item pages based on their taxonomy using broad- or phase-match. It could be any level of the hierarchy such as "beauty", "hair care" or "beauty hair care". Use the on-demand Keyword Performance report to identify the item pages your ads appeared on and performed well on. Narrow match types and/or target specific item entities to specifically target those pages.
Example 2: If you know which item pages you want to target:
Use the item title of the targeted item page as the bidded keyword with exact-match, such as "Equate Everyday Clean Dandruff Shampoo, 33.8 fl. oz." Or, use "Equate Everyday" as the bidded keyword with phrase- or broad-match to target any/all items that contain the keyword in their item title such as:
Example 3: Target your own item pages to ensure competitor ads are not appearing.
Use the item brand of your items as the bidded keyword to target all the item pages under your brand, such as "Equate" with exact-match.
