Amazon DSP (ADSP) has introduced multi-signal Keyword targeting, enabling advertisers worldwide to enhance reach and performance by combining contextual signals with Amazon’s behavioral shopping signals within a single ad line using free-form keywords. This feature enriches traditional contextual-only targeting by integrating Amazon’s unique behavioral data, improving key metrics such as CTR, DPVR, and ROAS.
How It Works
Advertisers can create or update keyword-targeted ad lines via the Rodeo UI by selecting keywords from Amazon search queries, detail pages, third-party sites, or entering their own. By default, targeting uses both contextual and behavioral signals, but advertisers can opt to restrict targeting to contextual signals only.
Importance
This unified approach streamlines campaign setup by merging proven contextual relevance with behavioral signals based on the same keywords. Early results indicate improved mid-to-lower funnel performance metrics, making keyword targeting more effective.
Availability
The feature is available across multiple regions including North America (US, Canada, Mexico), South America (Brazil), Europe (UK, Germany, Spain, Italy, France, Belgium, Switzerland, Poland, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg), the Middle East (Israel, Egypt, Turkey, Morocco, UAE, Saudi Arabia, Bahrain, Kuwait), and Asia Pacific (Australia, New Zealand, Japan, China, India, Singapore).
Access and Usage
Multi-signal Keyword targeting is accessible via self-service through the Advertising Console, Amazon DSP, Amazon Ads API, and Bulk Tool Spreadsheet. API endpoints support creating, listing, and deleting targets under universal targeting.
This enhancement allows advertisers to leverage Amazon’s comprehensive data signals in a single, efficient keyword targeting strategy to increase campaign effectiveness.
