Detailed explanation and management skills of Amazon manual ad settings

Amazon advertising has two methods: automatic and manual placement. Automatic advertising relies on algorithms to match corresponding keywords and types for products, while manual advertising requires merchants to set keywords or ASINs themselves to achieve precise promotion. This article will introduce in detail how to set up Amazon manual advertising and its application in different situations.

Manual ad setup process

1. Enter the advertising management interface

Enter the Amazon management backend, find “Advertising” in the navigation bar, and click “Advertising Campaign Management” to enter the creation page of manual advertising management.

2. Select ad type

Select the type of advertising campaign, including product promotion and brand promotion. Product promotion allows consumers to directly view products by searching for keywords; brand promotion displays a series of brand products on the search page.

3. Set bidding method

According to the platform prompts, choose an appropriate bidding method, such as “dynamic bidding-lower only”, and set a default bid to reduce delivery risks.

4. Determine delivery type

Select keyword placement or product placement. Keyword placement includes three matching methods: broad matching, phrase matching and exact matching, while product placement covers category and product matching.

Manual advertising application scenarios

New product promotion stage

Manually targeted advertising can help increase new product exposure and sales opportunities. By using the big word matching method of manual precision advertising, merchants can independently control the spending and bidding of big words to ensure that their products receive sufficient traffic and exposure.

Precise control of specific keywords

Manual precision advertising is suitable for situations where you want to increase the conversion rate of specific keywords and obtain better display effects in natural rankings. By granularly controlling ad placement and budget, merchants can better match the needs of potential buyers.

Improve advertising effectiveness and reduce ACOS

After broad match advertising accumulates data, the keywords that generate orders can be extracted and transferred to manual targeted advertising, thereby reducing advertising costs (ACOS) and improving conversion rates.

Highly competitive market

In a highly competitive market, manual precision advertising can help merchants more accurately match potential buyers and attract more relevant target audiences.

Specific target groups

For products with clear target audiences, manual precision advertising can more accurately display ads to interested users, increasing conversion rates and return on investment.

Keyword setting tips

Merchant needs to fully understand the characteristics of the product and set keywords through the following steps:

1. Automatic ad acquisition keywords: After running for two weeks, select higher performing search terms.
2. Collect keywords from peer listings: Learn from the advertising keywords set by similar merchants in the background.
3. Third-party software assistance: Find keywords with high traffic.
4. Filter keywords: Check the relevance to the product and delete unmatched items.

Summary

Amazon manual ad settings need to be adjusted according to product characteristics and market conditions. Reasonable use of manual advertising can not only increase product exposure, but also reduce costs and increase revenue. Merchants should regularly track advertising effects and adjust strategies in a timely manner to achieve the best promotion results.