OTTO Advertising launches keyword targeting for Sponsored Product Ads (SPA)

"Our data shows that advertisers can significantly increase the relevance of their product ads through manual targeting. This offers partners, in addition to the already high-performing context-based targeting, another strong option to boost the sales of their assortments," says Sabine Jünger, Vice President of OTTO Advertising. Partners can book their SPAs based on specific search terms. When customers enter these terms in the OTTO app or on otto.de, the corresponding product ads are prioritized in the search results. "This not only leads to increased campaign effectiveness but also helps our customers find the desired product much faster," explains Jünger.

Comprehensive analysis as a campaign foundation

Every campaign begins with an analysis. This starts simply with researching suitable search terms, for example, through the auto-suggest feature of the shop search or the category filter, and extends to the automated keyword report. This report shows partners which search terms customers have used to find their products so far. This allows campaigns to be adjusted to the respective advertising phase within the marketing strategy—such as promoting a product at launch, driving growth, or increasing conversion rates.

Strategic targeting

Manual targeting also serves as a lever to strategically tap into new segments. Partners can specifically target keywords that shift the boundaries of their core focus. For instance, a brand that typically focuses on sports shoes can also target "trail running shoe" as a keyword if a product has cross-category potential.

This approach resonates with partners: "Especially in strategic campaign planning, targeting specific search terms will continue to provide us with real added value to promote our products more precisely and grow further with OTTO," explains Alexander Vogel, Senior Marketplace Manager at Snocks.

Philipp Merkel from the agency consortium Remazing Group adds: "Keyword targeting from OTTO Advertising enables us to support our clients even more effectively in the conception and implementation of their individual marketing strategies. We are convinced that this strategic approach will be reflected in optimized campaign performance and improved goal achievement."

Efficient budget utilization

With keyword targeting, advertisers gain control over their advertising budget at a much more granular level. Strong keywords can be specifically pushed, and bids for individual search queries can be optimized individually. Targeting by keywords also allows for greater comparability of CPC according to market standards.