Have you ever wondered how Amazon’s targeting types work? The documentation provided by Amazon isn’t entirely clear. On top of that, you cannot see performance data by targeting type—until now. We tested a new Amazon campaign structure where we segmented campaigns according to Amazon’s targeting types: close match, loose match, complements, and substitutes.

We sought to expose the true performance of each ad type and develop a more robust negative keywords strategy using this data. We’ve compiled the entire experiment into this whitepaper. It covers how we set up the campaigns, the results of this test, and the benefits this structure holds for your business.

Using this campaign structure, you can set data-driven budgets and bids that truly reflect the value of the ad to your business. You can also leverage suggested bid metrics and placement modifiers more effectively, making your campaigns more competitive. Finally, this structure lends itself well to a robust negative keyword strategy, which is crucial for limiting wasted ad spend!