Defensive and Conquesting

Defensive and conquesting targeting bid your ad onto product detail pages, either your own or a competitor's.

You use product targeting to place ads on ASINs. Defensive means targeting your own detail pages so a rival ad does not sit on them; conquesting means targeting a competitor's page so your ad shows to shoppers already looking at theirs.

You defend your best seller by targeting its own ASIN, keeping competitor ads off the page. Then you conquest by targeting a slower rival product whose reviews are weaker and price higher than yours.

Conquesting a stronger product burns money. If the rival has more reviews and a lower price, shoppers glance at your ad and buy the page they are already on, so pick targets you actually beat on price or rating.

Defend what converts. Raid what you outrank.