Targeting strategy

To direct your ads to the right target audience, you can set relevant keywords or categories within your campaign. We recommend using both targeting strategies when you start your campaign. This is good for your reach, but also to learn what works best and to act on that.

Keyword targeting

Keyword targeting within Branded Shelves works via exact keyword match. This means your ad will be shown when there's an exact match between the keyword set in your campaign and the keyword a customer searches for. Initially, add as many relevant keywords as possible, and make sure to improve your keywords as you go.

Tip

You can add keywords in bulk!

Set your bid at keyword level

As an advertiser, you can easily set your bid at keyword level. This way, you improve your targeting strategy within a single campaign.

Competitor keyword targeting

You can advertise on search terms related to competitor brands or items. This is a common tactic in online advertising.

How does it work?

For example, if someone searches for “Brand X shoes”, and your items fit that search well, your ad will appear as a relevant alternative. It can also work the other way around: you can protect your own brand by advertising on your brand name. To improve the relevance of our ads and refine our algorithm, we research how customers search, what performs well, and what we can improve.

What is allowed?

Bidding on keywords of competitor brands.

What is not allowed?

Using competitor brand names in ad texts, images, or titles.
Creating ads that confuse users about who the advertiser is or what brand the item is.

Category targeting

Choose the most relevant categories for your campaign. You decide how specific you want to be.

Broad targeting: Select a main category (for example: kitchen appliances) to advertise in all related subcategories (blenders). This allows you to reach a wider audience within your category, perfect for, for example, item introductions or a shelf with various items.
Targeted targeting: Focus on specific subcategories to refine your reach and address a more specific target audience.

Set your bid at category level

As an advertiser, you can easily set your bid at category level. This way, you improve your targeting strategy within a single campaign.