4. Targeting & Match Types¶
This cluster contains 4 wiki page entries. Read it as a mini-module: learn the concept, try the workflow, then practice with a report, campaign draft, or simulator scenario.
Pages in this section¶
- [[4.1 Keyword Match Types]]
- [[4.2 Product Targeting]]
- [[4.3 Audience Targeting]]
- [[4.4 Auto-Targeting Categories]]
Merged from Complete Data-Filled Guide¶
Complete data-filled section notes¶
Targeting decides when your ad is allowed to show. Match types decide how closely a shopper search must match your keyword.
Keyword match types¶
| Match type | Volume | Precision | Best use | Main risk |
|---|---|---|---|---|
| Broad | High | Low | Discovery | Irrelevant spend |
| Phrase | Medium | Medium | Refinement | Still catches some waste |
| Exact | Low | High | Proven winners | Misses discovery volume |
Broad match catches many variations. Phrase match keeps the phrase in order. Exact match focuses on the exact term or close variations. A healthy account usually uses all three, but for different jobs.
Migration pipeline¶
Broad -> Phrase -> Exact -> Scale and optimize
Start broad enough to discover real customer language. Move converting terms into Phrase or Exact. Then add negatives in the source campaign so the same term does not keep competing in the discovery bucket.
Product targeting¶
Use ASIN targeting to target your own products for defense or competitor products for conquesting. Use category targeting when you want scale, then refine by price, brand, rating, or Prime eligibility.
Audience targeting¶
Sponsored Display and DSP can target remarketing, in-market, lifestyle, purchase, and custom audiences. Use remarketing once you have traffic. Use lifestyle and in-market audiences when you have enough budget to learn.
Auto targeting buckets¶
Close Match is the safest. Loose Match is broader. Substitutes targets similar products. Complements targets related products that go with yours. Auto campaigns are useful discovery engines when paired with regular search term mining.
Operator checklist¶
- Explain the topic in plain English.
- Identify the report, console area, or input data needed.
- Make the smallest safe change first.
- Log the action, reason, and expected review date.
- Escalate if the issue touches policy, inventory, account health, or large budget changes.