Overview

When setting up a Sponsored Product campaign, advertisers will see two placement options:

• Dynamic
• Dynamic + Search Term Controls

Both operate within Zitcha’s intent-driven discovery engine. The difference is the level of manual control applied to eligibility.

As a general principle, Zitcha recommends starting with Dynamic and introducing keyword controls only where additional refinement is required.

Placement Options Explained

1. Dynamic

Intent-led discovery only

This is the default and recommended approach.

In this mode:

• No keywords are required
• The engine interprets shopper intent automatically
• Semantic relationships determine eligibility
• Relevance safeguards remain in place

The system evaluates product meaning, contextual alignment, and shopper behaviour to determine when a Sponsored Product is eligible to appear.

For most campaigns, this delivers strong contextual alignment without manual keyword management.

2. Dynamic + Search Term Controls

Intent-led discovery with manual refinement

This option enables additional keyword controls.

When selected, keyword fields will appear under Placement. These typically include:

• Positive Keywords
• Negative Keywords

Positive keywords guide your ad to appear for specific high-priority search terms.
Negative keywords prevent your ad from appearing for search terms that are not relevant.

This mode should be used when:

• Specific exclusions are required
• Brand defence terms need to be defined
• Competitive conquesting is strategic
• Additional targeting clarity is necessary

Even in this mode, contextual relevance still applies. Keywords refine eligibility, but they do not override the intent model.

Zitcha’s Recommendation

In most cases:

Use Dynamic only.

The intent-driven engine is designed to:

• Interpret meaning beyond exact keywords
• Capture semantic variations
• Align placements to shopper mission
• Reduce manual setup

Dynamic + Search Term Controls should be introduced only when there is a clear commercial reason to refine or restrict eligibility.

Keywords are a control layer, not a requirement.

Step-by-Step: Creating a Sponsored Product Campaign

Step 1: Create a New Ad Set

Navigate to your plan and create a new Ad Set.

Step 2: Select Channel

Choose Onsite as the channel or navigate directly to Sponsored Products.

Step 3: Set Campaign Schedule

Follow the prompts, starting with the ad schedule. Select when you want the campaign to go live and end.

Step 4: Choose Placement

When selecting placement, you will see a range of options defined by the retailer.

• If you need your Sponsored Product to appear in a specific category or location, select the relevant placement option available to you. These are configured and controlled by the retailer.
• Alternatively, choose Dynamic or Dynamic + Search Term Controls for intent-based targeting.

Step 5: Add Keywords (Optional)

If using Dynamic + Search Term Controls, add:

• Positive keywords to guide opportunity
• Negative keywords to protect efficiency

Keep keyword lists focused and strategic.

Step 6: Select SKUs

Choose the SKUs you would like to promote within this campaign.

Step 7: Set Budget

Enter your campaign budget. Ensure it meets the retailer’s minimum requirements.

Step 8: Review and Submit

Review all campaign settings carefully, then submit the campaign for approval.

Final Principle

Intent remains the foundation of Sponsored Products in Zitcha.
Keywords are an optional refinement layer used only when additional control is required.