Why do ASINs show up in search terms? And how can you leverage them?

Ever wondered why you see ASINs in your auto campaign search term report? Especially knowing that shoppers don’t necessarily search by ASINs? 

Here is why. 

When your sponsored product auto campaign ads show-up on a product details page, Amazon does not have a search term to share. Amazon shares the ASIN of the product listed on the page. 

You can leverage this information for optimization in a couple of ways:

  1. Competitor ASINs in your search term report that are driving revenue are great candidates for product targeting campaigns
  2. You can negative match ASINs that are consuming spend, but underperforming
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