Marketplace Sidekick
AMAZON · REPORTCSV / XLSX

The SP Targeting Report.

You want a verdict on every target you bid on — including the ones taking no clicks at all, which the Search Term Report cannot show you.

What the file contains.

Performance for the things you chose to bid on — keywords with their match types, product targets, category targets and the automatic targeting groups. Impressions, clicks, spend, attributed sales and orders, per targeting.

The distinction from the search term report is the one that causes most confusion, and it is worth being precise about. This file describes your decisions. The search term report describes what those decisions caught. A broad keyword here is one row; in the search term report the same keyword appears once per query it matched, which is often dozens of rows.

Read this one to judge the targets you already have — which justify their bids, which never win impressions, which win clicks that do not convert. Read the search term report to find targets you have not created yet. Doing it the other way round is how sellers end up with hundreds of keywords and no idea which are earning.

The automatic campaign groups deserve separate attention. Close match, loose match, complements and substitutes behave differently enough that a single auto-campaign bid is almost always wrong for at least two of them, and this is the only report that splits them.

What it can tell you.

  • Which of your keywords and product targets are earning their bids
  • Which targets take impressions but almost never convert
  • How the four automatic targeting groups perform against each other
  • Which match types are carrying the account's volume

Columns worth understanding.

Targeting
The keyword, ASIN, category or auto group you bid on. On auto campaigns this is close-match, loose-match, complements or substitutes.
Match Type
Broad, phrase or exact. The same keyword running in two match types competes with itself unless one is negated in the other.

How to export it.

  1. 01Login to Amazon Seller Central
  2. 02Open Amazon Ads
  3. 03Navigate to Measurement & Reporting
  4. 04Click Sponsored ads reports
  5. 05Click Create report
  6. 06Under Report category, select Sponsored Products
  7. 07Under Report type, select Targeting Report
  8. 08Set the Report period and your required Date Range
  9. 09Click Run report
  10. 10Download it once it has finished running.
  11. 11Upload the downloaded CSV/XLSX file here.

You end up with a CSV / XLSX file.

Where reading it goes wrong.

  1. 01

    Treating this as the search term report

    It cannot show you a query you are not already targeting. Every discovery opportunity — the whole point of running automatic and broad campaigns — lives in the search term report instead.

  2. 02

    Running one bid across all four auto groups

    Close match behaves like a keyword campaign; substitutes shows your ad on competitor pages. Their conversion rates are usually far apart, and one bid overpays for one and underbids the other.

ANALYSE IT

SP Targeting Report

Every keyword and product target you bid on, with a call on each: raise, reduce, cut or leave. Shows the targets that took no clicks at all — the ones the Search Term Report cannot list — and where a converting target is barely reaching the top of search.

  • Raise / Reduce / Cut Verdicts
  • Zero-click Targets
  • Top-of-Search Reach
Open SP Targeting

The file is parsed in your browser. Report rows never reach our servers.

Reports to pull alongside it.