In this video, we delve into advanced strategies for optimizing your Sponsored Product Ads by using Focus, Brand Defense, and Tactics strategies. Each of these helps you achieve targeted control over your Amazon ads.

Focus Strategy:
A Focus Strategy is perfect if you want more manual control over specific keywords or product targets. It isolates these targets from the main strategy to follow a unique rule set. Use it for:

Boosting Organic Rank: Target specific keywords to push organic rankings.
Aggressive Competitor Targeting: Focus on competitor products to outbid and increase visibility.

How to Create:

Name your strategy.
Choose an algorithm type.
Manually add up to 20 keyword targets or 250 ASINs.
Save and activate.

Brand Defense Strategy:
A Brand Defense Strategy allows you to control your digital real estate, ensuring competitors don’t advertise on your product pages. This helps protect your listings and funnel customers to your products.

How to Create:

Name your strategy.
Choose an algorithm type.
Select your products or keywords (up to 250 ASINs and 20 branded keywords).
Activate and block competitor ads from your listings.

Tactics Strategy:
Tactics allow for aggressive targeting of specific keywords or products within your main strategy. Unlike Focus or Brand Defense strategies, Tactics adhere to the main strategy’s algorithm, but can:

Force Aggressive Bidding: Prioritize top-of-search placements.
Blacklist Keywords/Products: Prevent the algorithm from bidding on non-converting targets.

How to Create:

Select a tactic type: Keyword or Product.
Choose an existing segment or create a new one.
Enable Top of Search Only or Blacklist options.

Recommendation:

Use Focus and Brand Defense for aggressive, specific targeting with a separate rule set.
Use Tactics for advanced control over placement (Top of Search) and exclusions (Blacklist).

By using these strategies, you gain full control over your ad campaigns and optimize for the best-performing targets. In the next video, we’ll explore more advanced ad types like Sponsored Brands and Sponsored Display ads.