You've been running this account for four months. The ASIN Coverage page is doing its job — most of your SKUs are running across the full matrix of campaign types. New launches get their gaps filled within a couple of monthly cycles. The page is no longer surprising.
What's still surprising is how much volume you're leaving behind on individual keywords.
You have a keyword in one of your SP Exact campaigns — "weeknight chicken recipes" — that has produced 47 orders over the last 90 days at 18% ACoS. You added it from your harvest workflow back in the second month, and it's been a quiet winner ever since. What you didn't notice until BulkSheet Pro's Target Coverage page showed you: the same keyword isn't running in any of your Sponsored Brands campaigns. Not as exact, not as phrase, not as broad. Same for Sponsored Brands Video. Your headline ads at the top of search results — the ones that drive new-to-brand customers — aren't bidding on "weeknight chicken recipes" at all, even though SP has proven it converts.
This is what Target Coverage is for.
The nine slots
Where ASIN Coverage maps products against fourteen campaign-type slots, Target Coverage maps keywords against nine:
- SP Exact, SP Phrase, SP Broad
- SB Exact, SB Phrase, SB Broad
- SBV Exact, SBV Phrase, SBV Broad
That's it. No Auto column (Auto campaigns don't have explicit keywords — they discover them). No Product Targeting columns (PT targets ASINs, not keywords). No Sponsored Display column (SD doesn't use keyword targeting the same way the others do). Just the three keyword-driven ad types across the three match types.
For each row in the table — one row per unique keyword text — the page shows you whether the keyword is currently running in each of those nine slots. "Currently running" has a specific meaning: the keyword's status is enabled, AND its ad group is enabled, AND its campaign is enabled. All three need to be true. A paused campaign with the keyword inside doesn't count as coverage — Amazon isn't actually showing your ad on that keyword right now.
What qualifies a keyword for the page
The page doesn't show every keyword you've ever added. It shows keywords with at least one order across all the rows in your bulk sheet that share the same keyword text (regardless of which campaign or match type they're in). The reason: keywords with zero orders haven't proven anything yet. The page is designed to surface gaps in proven winners, not gaps in unproven targets.
"Modified Broad" match types collapse into the Broad column. Amazon's plus-sign syntax (+weeknight +chicken) is technically a variant of Broad, and from a coverage perspective, having "weeknight chicken recipes" running as Modified Broad in SP is the same coverage as having it running as plain Broad. The collapse keeps the matrix clean — three columns per ad type, not five.
How the page is organized
The default sort is by gap count, descending. Keywords with the most missing slots float to the top. If "weeknight chicken recipes" is running in SP Exact only — 8 missing slots out of 9 — it appears near the top. A keyword running in all 9 slots (gap count zero) drops to the bottom.
For each row, the gap pattern tells a story. A keyword running in SP Exact, SP Phrase, and SP Broad but missing all SB and SBV slots is "fully covered in SP, not in SB/SBV." A keyword running in just SP Exact is "harvested but never extended." A keyword running in SB Exact only is "tested as a headline but never as a Sponsored Products keyword" — which is unusual and worth a closer look.
You can filter by status if you want to focus on a subset. The summary bar at the top shows account-level coverage stats: how many keywords you have, average gap count, total slots filled vs. total slots possible. Useful for benchmarking against yourself month over month.
What you do with the gaps
Unlike ASIN Coverage, the Target Coverage page doesn't have one-click campaign builders. The reason is the same as why SB and SBV builders are deferred on the ASIN Coverage page: SB and SBV campaigns are driven by your brand, your headline copy, and your creative assets (image or video) — not by the keyword alone. You can't say "build me an SB Exact campaign for 'weeknight chicken recipes'" because the campaign also needs everything else that makes SB an SB ad.
So Target Coverage surfaces the gaps; you fill them in Amazon's UI. The value is in the visibility: a keyword you'd never have thought to add to your SB campaigns is now sitting at the top of the page with eight missing slots highlighted, making the case for itself.
The right cadence: open the Target Coverage page once a month, when you're already running your monthly bulk sheet cycle. Look at the top 10–20 rows by gap count. Pick the two or three proven keywords you most want to extend into SB or SBV. Build those campaigns in Amazon. By next month's cycle, those gap counts will have come down.
The relationship to ASIN Coverage
The two coverage pages answer different questions about the same account.
ASIN Coverage asks: "for each of my SKUs, am I running ads across the full mix of campaign types?" Useful for catching unlaunched products and incomplete campaign portfolios.
Target Coverage asks: "for each of my proven keywords, am I running ads across the full mix of match types and ad types?" Useful for catching keywords that have earned their place in SP but never got promoted to SB or SBV.
If ASIN Coverage is the macro view (do all my products have ads running?), Target Coverage is the micro view (are my best keywords getting the surface area they've earned?). Most accounts need both — and most accounts notice the gaps on the macro view first, because those gaps are bigger and more obvious. The keyword-level gaps tend to surface later, after the ASIN-level coverage is mature.
What BulkSheet Pro won't do
It won't show keywords that haven't earned the page. Zero-order keywords don't appear at all, regardless of how much spend they've accumulated. The page is about extending proven winners, not surfacing every keyword you've ever set up.
It won't build SB or SBV campaigns for you. The campaigns require your brand assets and creative decisions that BulkSheet Pro can't infer from a bulk sheet alone. The page tells you where to build; you build it in Amazon.
It won't suggest match types or bids for the gaps you fill. When you decide to extend "weeknight chicken recipes" into SB Exact, that's a decision you make in your campaign setup — what bid to start with, what creative to use, what budget. BulkSheet Pro doesn't pretend the gap fix is mechanical.
It won't auto-pause keywords that are running but converting poorly across slots. Just because a keyword is in 8 of 9 slots doesn't mean all 8 are working. The Target Coverage page shows running-or-not, not winning-or-losing. Performance lives on the per-keyword and per-campaign pages elsewhere in BulkSheet Pro.
The cycle after
You spend ten minutes on the Target Coverage page. You identify five SP keywords that have produced 20+ orders and aren't running in any SB or SBV slot. Three of them are obvious candidates for extension — strong margins, broad appeal, your brand could plausibly own that search result. Two of them are more niche, and on closer look you decide they're best kept in SP only.
You build the three SB campaigns in Amazon over the next couple of days, using your existing brand creative. By next month's bulk sheet cycle, the three keywords have moved from 1 slot covered to 4. The new SB campaigns produce another 18 orders combined in the first month, with healthier ACoS than the keyword was getting in SP alone — because SB at the top of search drives a different shopper than SP placements.
The point of Target Coverage isn't that BulkSheet Pro finds untapped opportunity. It's that BulkSheet Pro shows you what you've already proven works, and where you haven't yet given that proof room to compound.