After 15 to 30 days of automatic advertising operations, after the platform has collected enough data for advertising listings, sellers need to place products that perform well, convert, and have exposure in manual ads.
Open the Seller Center backend and select the secondary menu of advertising. This step is the same as creating automatic advertisements. All on-site advertisements belong to this population, and it is the only entrance. Click “Advertising Campaign Management”,
Click the “Create Advertising Campaign” button, this The steps are the same as creating an automatic ad.
The way the text is written in the text boxes under “Advertising Campaign Name” and “Daily Budget” can greatly facilitate later advertising management. Amazon’s on-site advertising pays attention to continuity. If two different products are placed In the same group, ACoS will be inaccurate later because the conversion rates and keywords of different products are different.
The keywords of manual ads are filtered out from automatic ads, that is, products with conversion rates.
Finally, select “Manual delivery.” Click the “Continue to Next Step” button.
Fill in the specific product name in the “Ad Group Name”. You need to select “Search by SKU” because SKU is unique among the inventory products in the Seller Center backend. Many people will choose “Search by ASIN”. If the product is a self-shipped product that sells its own products, it will also be the same ASIN. However, self-delivered products cannot be manually advertised, and the words “not meeting the conditions” will be displayed at the end. In addition, if there is no shopping cart, the words “Not Eligible” will be displayed.
The circled area needs to be explained. Adult products cannot be advertised. Sellers who want to sell such products must make a marketing plan in advance.
After selecting the products that can be advertised, scroll down.
You need to fill in the “default bid”, which is the price for each click of the buyer. It is generally recommended to fill in a slightly higher price. In the early stage of manual advertising, it is used to test the display volume.
Next, fill in the keywords. There are two ways to fill in: “Suggested keywords” and “Provide your own keywords”. “Suggested keywords” are keywords suggested by the platform based on your product’s title, five-point description, and background keywords. Before choosing, sellers must search at the front desk to see if it is related to their products. If the seller is selling Bluetooth headsets and the search result is a blue T-shirt, there is no need to fill it out. “Provide your own keywords” are keywords provided by sellers with large display volume and high conversion rate. Words filtered out by automatic advertising will be used here.
When sellers fill in their own keywords, it is recommended to select “broad match” for the first time, so as to maximize exposure. Manual advertising is divided into several rounds. The first round is used to test data, the second round is used to sprint rankings and reduce the unit click price, and finally it will start to make profits.
Finally, click the “Save and End” button, and the manual ad is created.
When manual advertising runs for 7 to 15 days, it officially enters the stage of product ranking and budget reduction. It can be said that automatic advertising and manual advertising are coherent and have strong logic.
We still use the most common mobile phone case as a product case demonstration. After collecting some high-exposure and high-conversion words in the automatic advertisement, we can add them to the manual advertisement and use them as keywords. Manual ads generally create two groups.
The text box pointed by the arrow is a key reminder, which we mark as normal manual, which can also be called the first group of manual ads.
The keyword bidding for normal manual ads, that is, the buyer’s single click price, is only $0.1 higher than the recommended price. It will take 7 to 15 days to observe the performance of this set of normal manual ads. .
The second group of advertisements is called automatic long-term low-price advertisements, also called phishing advertisements. The function of this kind of advertising is to spend a small amount of money to do big things. You can earn more advertising space with a small advertising fee, and basically do not need to spend extra time on management.
Because daily expenses are so small, the daily budget can be boldly written as a few hundred dollars. Click the “Continue to Next Step” button. After selecting the products to be advertised, we need to fill in the default bid for automatic long-term low-price advertising to 0.1-0.4 US dollars. Some people may wonder, this is not exposed! The principle of ultra-low price automatic advertising is that most sellers do not pay attention to advertising during their night vacation, or when some buyers are idle and look at the products on the later pages of the page. Saw your product advertised.
In half a month, I only spent a small amount of money, but got good conversions, with a total cost of only $0.93. This advertising method has obvious effects on some small language sites. If you are on the US site, you need to check the impression volume at least half a month. If the impression volume is too low, increase it by US$01. Everyone’s advertising style is different, and the one that suits you is the best.