Based on the logical principle of automatic advertising, we can determine whether our products have been correctly included by Amazon by running automatic advertising! After running automatic advertising for a period of time, we can download the advertising search term report in the seller’s backend to see the situation of consumer search terms (Customer Search Term) accumulated by automatic advertising. The header of this table is divided into two parts.
The first part is the consumer search term. All consumer search terms are run based on Amazon’s cognition of the seller’s product page. We can check the inclusion of the terms run by automatic advertising. The larger the proportion of consumer search terms in product page related terms, the better the inclusion; otherwise, it means that there is a problem with the inclusion.
The second part is the ASIN of other product pages. If Amazon believes that the seller is selling apples, then the ASINs run by automatic advertising must be apples or products related to apples. The purpose is to allow the seller’s product page to appear in the advertising column of the detail page of these ASINs, so that it can take away some of the associated traffic. The fundamental purpose of automatic advertising to run out so many ASINs is to help us get traffic from competing products or related products. In addition, this part of ASIN can also help us with product placement. As long as there are ASINs with orders, they can be put into product placement.
In addition to testing the function of product inclusion, automatic advertising can also provide consumer search terms. After running for a period of time, automatic advertising will accumulate a lot of consumer search terms. These search terms have a high weight. They are all real search terms used by target consumers. Compared with words that are only clicked and have orders, they have a higher weight. These consumer search terms can play a big role in the following two aspects.
First, it can help fill in the gaps in the keyword research done by sellers in the early stage, because even if sellers do keyword research in the early stage, it is difficult to be foolproof. At this time, the consumer search terms that come out of automatic advertising, especially the out-of-order words, can serve as an effective supplement.
First, it can deliver “ammunition” to manual advertising. For the consumer search terms that have orders in automatic advertising, we can set them as advertising keywords in manual advertising, so that the limited budget and exposure can be concentrated on some out-of-order words.