I structure my product targeting ad campaigns in 4 layers.
It is stupid simple and insanely effective.
1 - Target your best competitors
Go to your category page. Find the top 10-30 best-selling ASINs.
These listings already get the most impressions - you just need to hijack that traffic.
Create a manual campaign → sponsored products → exact product targeting only.
Turn off expanded.
Set placement to product pages only (not top or rest of search).
If your product is better, you’ll win.
Higher CPC, yes - but also the highest volume and conversion.
2 - Target your weak competitors
Now flip it. Find listings with:
• Fewer reviews
• Higher prices
• Bad ratings
• Terrible images
These are your easiest steals. You’ll pay less per click and convert higher.
It takes a bit of manual digging, but ACOS here is often the lowest in the account.
3 - Target Frequently Bought Together products
This one’s criminally underrated.
Scroll to the “Frequently Bought Together” section on listings in your niche.
If you sell a guinea pig bed → target guinea pig toys, cages, food.
Start with low bids (suggested -20%).
Even if conversions are lower, you’re buying cheap traffic and building organic placements.
When Amazon sees your product consistently bought alongside others, it starts showing you organically in those FBT rows. (that’s free visibility).
4 - Turn on Extended Product Targeting (only after the first three)
Amazon will automatically expand your ASIN list to similar products.
You’ll reach new audiences without building dozens of campaigns.
Downside: less control, broader spend.
Use this once you’ve nailed your core strategies and want to scale.
TL;DR:
• Manual targeting > auto
• Exact > expanded
• Product pages only
Build in order:
1. Best competitors
2. Weak competitors
3. FBT
4. Extended
👉 First time reading? Read the full FBA Notebook here.
If you’re looking for a daily P&L dashboard, SellerRise is my favorite. Use THIS link to get 10% OFF Sellerise for 12 months. It’s $16/mo for loads of beautifully organized Amazon data.
How I can help:
👉 Book an Amazon strategy call.
Tools I use in my business (with discounts):
👉 Scale Insights for PPC automation (10% off for life)
👉 DataDive for in-depth keyword research ($50 off per month)
👉 Finaloop for amazingly clean bookkeeping (50% off for 3 months)
Enjoy your weekend,
Evan
113 Cherry St #92768, Seattle, WA 98104-2205
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