Managing targets
Targets are the individual keywords, product ASINs, and audiences within your campaigns. The target manager lets you view, filter, edit bids, and take bulk actions at the most granular level.
Prerequisites
- At least one Amazon account connected
- Active campaigns with targeting enabled
Target table overview
Switch to the Targets view using the toggle at the top of the Ad Manager. Your targets appear with these key columns:
| Column | Description |
|---|---|
| Target | The keyword text, ASIN, or audience name |
| Match Type | Exact, Phrase, Broad, or context-specific types (Auto, Theme, Category) |
| Target Type | Keyword, Product, Auto, Audience, or other Amazon-defined types |
| State | ENABLED, PAUSED, or ARCHIVED (editable) |
| Ad Product | Campaign type — SP, SB, SD, or ST |
| Delivery Status | Amazon delivery status for the target |
| Automated | Whether bid optimization is active for this target |
| Campaign Name | The parent campaign this target belongs to |
| Bid | Current bid amount (editable) |
| Target ACOS | Campaign-level target ACOS percentage (editable) |
| Spend | Total spend attributed to this target |
| Sales | Sales attributed to this target (7-day attribution) |
| ACOS | Advertising Cost of Sales — Spend / Sales |
| ROAS | Return on Ad Spend — Sales / Spend |
| Impressions | Number of times the target triggered an ad |
| Clicks | Number of clicks from this target |
Additional columns are available through the column settings button, including Ad Group Name, CPC, CTR, CVR, RPC, Orders, Creation Date, and ID columns. You can resize columns by dragging column borders, reorder them by dragging headers, and toggle visibility using the column settings button. Click Reset Layout in the toolbar to restore defaults.
Target types
AdTrix displays all Amazon target types with color-coded badges:
- Keyword — manual keyword targets
- Product — ASIN or product targets
- Auto — automatic targeting
- Audience — audience-based targets
- Category — product category targets
- Theme — Sponsored Brands theme targets
Filter targets
AdTrix supports 25 filter types for targets across two categories:
Attribute filters (14)
- Target Type — Keyword, Product, Auto, Audience
- Match Type — Exact, Phrase, Broad
- State — Enabled, Paused, Archived
- Delivery Status — filter by Amazon delivery status
- Ad Product — Sponsored Products, Sponsored Brands, Sponsored Display, or Sponsored Television
- Campaign — select specific parent campaigns
- Campaign Names — filter by campaign name list
- Target ACOS — filter by assigned ACOS values
- Keyword Contains — search for keywords matching specific text
- Keyword Not Contains — exclude keywords matching specific text
- Keyword Is — exact keyword match
- Campaign Name Contains — find targets in campaigns matching text
- Campaign Name Excludes — exclude targets in campaigns matching text
- Bid Amount — less than, greater than, or between values
Performance filters (11)
- ACOS, ROAS, CTR, CPC, CVR, RPC — with comparison operators
- Spend, Sales, Impressions, Clicks, Purchases — with comparison operators
You can apply up to 10 filters at once. Filters persist between sessions and apply immediately as you add them.
Edit inline
Click any editable field to modify it directly in the table:
| Field | How to edit |
|---|---|
| State | Click the state badge, select ENABLED, PAUSED, or ARCHIVED from the dropdown |
| Bid | Click the bid value, enter a new amount ($0.02 – $999.99), press Enter |
| Target ACOS | Click the value, enter a percentage. A confirmation dialog appears because this updates the campaign-level ACOS for all targets in that campaign |
Changes save automatically. If an error occurs, the value reverts to its previous state.
Inline editing is disabled while grouping is active or a bulk action is in progress.
Bulk actions
Select multiple targets using the checkboxes, then open the Actions menu to choose an action:
Change state
Change the state of all selected targets at once — enable, pause, or archive them.
Update bid
Adjust bids for all selected targets using one of these methods:
| Method | Description | Example |
|---|---|---|
| Increase by % | Raise bids by a percentage | Increase by 20% |
| Decrease by % | Lower bids by a percentage | Decrease by 15% |
| Increase by $ | Add a fixed dollar amount | Increase by $0.25 |
| Decrease by $ | Subtract a fixed dollar amount | Decrease by $0.10 |
| Set to specific value | Set all bids to the same amount | Set to $1.50 |
All bid changes respect a minimum of $0.02 and maximum of $999.99.
Update Target ACOS
Set a target ACOS percentage for all selected targets. This value is used by the bid optimizer to calculate recommended bids.
Selection limits
- Select All selects every target matching your current filters, not just the visible page
- Bulk actions on more than 10,000 targets show a confirmation prompt
- Bulk actions on more than 25,000 targets are blocked — narrow your filters first
Optimize bids
The Optimize Bids button in the toolbar uses your performance data to calculate recommended bid adjustments automatically.
- Select one or more targets
- Click Optimize Bids in the toolbar
- The optimization modal shows a table with:
- Current bid and recommended new bid for each target
- The percentage change and the condition that triggered it
- Performance metrics (Spend, Sales, ACOS, Clicks, ROAS, RPC, CPC)
- Review the recommendations, deselect any you want to skip
- Click Apply to send the changes to Amazon
Bid conditions
The optimizer classifies each target based on its performance:
| Condition | Meaning | Action |
|---|---|---|
| High ACOS | Spending too much relative to sales | Decreases bid |
| High spend, no sales | Spending with zero conversions | Decreases bid |
| Low ACOS | Strong performer with room to grow | Increases bid |
| Low visibility | Not getting enough impressions | Increases bid |
Targets that fall within acceptable ranges keep their current bid.
Bid settings
Click the gear icon in the Optimize Bids modal to configure optimization parameters:
- ACOS mode — use the campaign's Target ACOS or set a custom value
- Bid ceiling multiplier — maximum factor applied to the current bid (1.0x to 5.0x)
- Max increase/decrease % — cap on how much a bid can change in one optimization
- Thresholds — customize what counts as high ACOS, low ACOS, low visibility, or high spend
For a detailed explanation of the formulas, presets, and settings, see Bid optimization explained.
Group targets
Drag a column header into the group zone above the table to organize targets. You can group by:
- Target Type — see keywords, products, auto, and audience targets separately
- Match Type — compare exact, phrase, and broad match performance
- State — view enabled vs. paused targets
- Delivery Status — group by Amazon delivery status
- Ad Product — group by campaign type (SP, SB, SD)
- Automated — separate optimized from manual targets
- Campaign Name — organize targets by their parent campaign
Groups show aggregated metrics so you can compare performance across segments. Stack multiple groupings by dragging additional columns. Each group supports expand/collapse and has its own infinite scroll for loading more rows within the group.
Metrics panel
Click a target row to open the metrics panel at the bottom of the page. It shows:
- Summary cards — up to 12 metrics visible by default: Spend, Sales, Revenue, ACOS, TACOS, Impressions, ROAS, CPC, CVR, Clicks, Orders, and CTR
- Comparison metrics — how the current period compares to the previous period
- Trend charts — daily time series for up to 4 metrics on the same chart
Click a metric card to add or remove it from the chart. Use the metric visibility button to customize which cards are shown.
Export data
Click the Export button in the toolbar options menu to download your target data:
- CSV format — for spreadsheet analysis
- Excel format — for formatted reports
The export includes all visible columns with the current filters applied. When targets are grouped, you can export all data or only the visible (expanded) groups.
Beginner mode
When beginner mode is active, the target manager shows a simplified view:
- Fewer columns focused on the essentials (State, Target, Bid, Spend, Sales, ACOS, Target ACOS)
- Chart is locked to Spend and Sales
- Metric visibility controls are hidden
- A guidance panel provides tips for new users
What's next
- Managing campaigns — manage campaign budgets, strategies, and labels
- Harvest & Negate — automatically discover high-performing keywords
- Dayparting — optimize bids by time of day