With Product Targeting being available across multiple different types of Amazon ads, the question often arises as to the differences between them.
The main difference between Sponsored Products Product Targeting & Sponsored Display Product Targeting is their ad placements.
Product Targeting in Sponsored Products shows ads on the Product Detail Page and also in the main search results.
Product Targeting in Sponsored Display is strictly placed on the Product Detail Page of the product you are targeting for On-Amazon placements.
Product Targeting also has bid modifier capabilities, which (as of the initial posting of this article, September 2020) Sponsored Display’s Product Targeting does not.
Because each of these ad types has their own strengths and weaknesses, you’ll need to determine which to use based on the purpose of your ad. Are you targeting potential customers who are earlier in the decision making process, or closer to making a final purchasing decision? Knowing the “why” of your campaign will help you to determine which type of ad to use.
If you’re unsure of how to figure this out, consider downloading the free Amazon Ads Playbook Series. It contains educational content on understanding your Amazon customer’s buying psychology, then teaches you:
The Amazon Ads Playbook series contains the actual ads my team and I have used to manage tens of millions of dollars in ad spend, and even has videos in which I walk you through each strategy.