How to Run Target Product Ads in Target Plus? What is Target Roundel? By Masei & Ryland eCommerce

By Alan Luusama Lee

Target Product Ads is an on-site sponsored search designed to meet the customer quests where they shop in Target.com. These sponsored product ads appear within shopping results pages and on product detail pages. They can help you reach shoppers who want to buy and are actively looking for the products they need. This is much similar to Amazon Product Ads and PPC/CPC, but easier in managing its advertising campaigns.

According to the data from Target retailers, up to 76% Of Target shoppers use the Target app or Target.com while shopping in store. Conversion rate on sponsored ads is higher, compared with that on Amazon platforms.

Premium cost-per-click (CPC) native ad placements can prominently boost & highlight our brands products across Target.com & the Target App, which can also meet a variety of objectives from building awareness to driving conversion. Like other marketplaces & platforms like Amazon & Walmart, pricing on product keywords is bid-based. 

Target marketplace currently partners with Criteo & CitrusAd to inform bidding strategies on keyterms & keywords via their own in-house marketing & media program called Roundel. Target Plus sellers can get 100% of the merchandising credit for this Roundel media (not inclusive of fees paid towards Criteo & CitrusAd).

What is Target Roundel?

In 2016, Target launched an in-house media company called Roundel, which has been a source of profitable growth for Target, while helping guests save time and money and driving strong sales results for our nearly 1,000 partners, from Disney and Dyson to Mastercard and Unilever.

At its core, Roundel’s about using Target’s rich insights to create smart, personalized campaigns that connect our guests to information and offers they’ll find most relevant. That means working with some of the largest brands and advertising agencies in the world to reach the right guest, with the right message, at the right time and on the right channel, whether that’s Target’s own platforms or more than 150 brand-safe external channels like Pinterest, PopSugar and NBC Universal.

Currently, Roundel collaborates with Criteo & CitrusAd to facilitate Target Product Ads. In order to understand & consult how the Target product ads work and how to activate the Roundel services for your Target Plus accounts, please contact Masei & Ryland eCommerce for more information to work on them.