When PPC is set up correctly, the same ASIN can occupy two separate slots on one search results page at once: a sponsored ad placement and an organic ranking placement. This isn't just "running ads" — it compounds visibility, click share, and total sales versus relying on organic rank alone, because the shopper sees the listing twice while scanning the page instead of once.
This is the underlying payoff that justifies the setup cost of doing keyword research and campaign structuring rigorously (see Helium 10 Four-List Keyword System (Main, Related, Misspelled, Master), Automatic Campaign Four-Way Split (Close Match, Loose Match, Substitutes, Complements)) rather than dumping keywords into one undifferentiated campaign. It also compounds with the PPC Honeymoon Period boost right after launch, and depends on winning bids per Amazon PPC Auction Model.
Choosing keyword targeting vs. product targeting for a Sponsored Products campaign does not restrict WHERE the ad can appear — it only signals intent to Amazon's ad algorithm. Amazon can and does show the same ad in both search results and on competitor/complementary product detail pages regardless of which targeting type was selected. The targeting-type choice is a signal, not a placement filter. See Placement Bid Adjustments (Top of Search / Rest of Search / Product Pages) for the two real placement categories this affects and how to bias spend toward one.
Choosing keyword targeting vs. product targeting doesn't restrict where the ad can actually show — Amazon can serve either type of campaign in both search results and on product detail pages regardless of which targeting method was chosen. The presenter notes he doesn't fully understand the mechanism himself ("why is that — don't ask me, this is just how Amazon works"), treating it as an observed platform behavior rather than a documented rule.
Из тем: PPC Campaign Structure & Bidding