What are Product Attribute Targeting (PAT) Ads?
Product Attribute Targeting is a new way to target manual Sponsored Product campaigns. It allows sellers to target ads by either ASIN or Category (brands, prices, and ratings). This allows shoppers to find your product by choosing categories, products, brands, or features related to your own ASINs.
How does Flywheel work with PAT ads?
Flywheel now supports PAT ads! Our algorithm is able to make daily bid changes and you can see them under Change History listed with the "Keyword" listed as
To learn more about bid change reasons, click here.
On which pages can my PAT ads show up?
PAT ads can show up in all the same places that a Sponsored Product ad can.
These places are:
- Search Results
- Product Details
- Check Out
- Thank You
When should I use PAT ads?
1. Capture Market Share
Use PAT ads to attack your competitors and capture market share from them. If you have a clear picture of which brands or products are being considered against your own, advertise against them to see how you fare.
2. Defend Your Market Share
The flip side to the strategy above is that your competitors are going to be using PAT ads to target you. Do not try and defend everything you sell. Products with low prices, good sales rank and good reviews are going to be expensive for your competitors to steal from you. Instead, spend money on your weaker products and brands.
3. Brand or Product Launch
When launching something new, use PAT ads to target similar products or brands and ride their searches. This will give you immediate reach with people looking for what you want to sell. This is particularly powerful if your product is disrupting something already on the market.
4. Opportunistic Advertising
If a brand in your category gets hot off social media, ride the wave! Target them and their products to benefit from the search boost they are getting.
How should I bid on PAT ads?
We recommend reviewing bids daily (or, at least, weekly). Increase MACS where you see strong performance or instances where you don't see any traction at all. Decrease MACS on poor performers. Learn more about setting MACS here.
💁Expert Tip: We are currently seeing much lower cost-per-click for PAT ads, relative to other SP campaigns (especially ones targeting competitors). This is likely because they are relatively new and not a lot of people are using them. Take advantage of this to play around, experiment and see what works for you!
Learn more about PAT ads straight from the source. Check out this blog post from our CTO, Aatish Salvi 👨💻.