If you’ve been advertising on Amazon, the thought of targeting your own ASINs with Sponsored ads may have crossed your mind.
It’s a strategic move to safeguard your listing from competitors who might snatch your customers.
But is it a worthwhile strategy, or are you just throwing money away?
In this blog, we’ll delve into the pros and cons of targeting your own ASIN on Amazon and provide some strategies to do it right.
Pros of Targeting Your Own ASIN on Amazon
- Defending Your Own Brand: Targeting your own ASIN prevents competitors from stealing your customers, ensuring your product appears prominently in search results and product detail pages.
- Cross-Promotion: Targeting your own ASINs allows cross-promotion of related products, potentially increasing overall sales and average order value within your product line.
- Boost Organic Ranking and Sales Velocity: Running ads on your own ASIN improves visibility and sales velocity, signaling to Amazon’s algorithm that your product is popular and relevant.
- Cost Efficiency and Improved ACoS: Targeting your own ASINs often comes with a lower bid amount, leading to reduced Advertising Cost of Sales (ACoS).
- Improve Share of Voice (SOV): Dominating ad placements for your product increases your Share of Voice, establishing your brand as a market leader.
Drawbacks of Targeting Your Own ASIN on Amazon
- Cannibalization of Organic Traffic: Running product targeting ads on your own listing may divert organic traffic to other similar products, impacting organic sales and long-term visibility.
- Additional Cost: Running ads, even on your own products, incurs costs and may reduce profit margins and return on investment.
- Limited Reach: Focusing solely on targeting your own ASINs may limit reaching a broader customer base.
Strategies to Use for Amazon ASIN Targeting
Now if you want to Amazon ASIN targeting, do it right. Here are a few strategies to use for better Amazon ASIN targeting.
- Strategy 1: Identify competitor ASINs where your product outperforms in rating, reviews, and pricing. Manually target them with your ASIN targeting ads to redirect their customers to your listing.
- Strategy 2: Identify competitors’ ASINs who are not offering any deals or offerings. Now, Create compelling offers on your listing and target them with ads.
- Strategy 3: Identify brands heavily investing in Sponsored Brand ads, and target inferior products in these brands for optimal ad performance.
- Strategy 4: Target Your Own Complementary/Substitute Amazon ASINs to Cross-sell or upsell products.
Final Thoughts
The decision to target your own ASIN on Amazon isn’t one-size-fits-all.
It depends on your business goals and the competitive landscape.
While it defends your brand and boosts organic ranking, drawbacks like cannibalizing organic traffic and limited reach exist.
Evaluate the pros and cons, and implement the right strategies to make ASIN targeting profitable for your business.
Read the complete blog here.
