Amazon Sponsored Products Ads are divided into two types: manual ads and automatic ads. There are certain differences between the two in terms of delivery methods and display locations.
Manual ads require setting keywords, so the exposure and traffic of ads mainly come from these keywords. When buyers search with the keywords you set, your listing may be displayed on the search results page. In Amazon, the number of advertising listings in each search results page is limited. If you consider important factors that affect the ranking of ads, such as bidding and quality scores, the seller’s listing may not appear on the first three pages of search results. Generally speaking, the number of customers who can browse the first page of search results is the largest, and the number of buyers who will browse the second page of search results will decrease, and very few customers will browse to the third page. Therefore, if the automatic ads placed by the seller do not appear in the first three pages of the search results page, the exposure of the ads will inevitably not be very high, let alone a high number of clicks.
Of course, the choice of keyword matching method is also a factor that affects the display of manual ads. The display results of ads vary depending on whether you choose broad matching, phrase matching or precise matching.
In contrast to manual ads, automatic ads are displayed on the detail page of related listings, and their traffic comes from the import of other related listings. Amazon does this to provide buyers with alternative options, so that buyers can have more initiative.
The default way to open the Amazon page is recommendation (the new page covers the original page) rather than popping up a new page. Buyers search for products by keywords and click on the listing they initially like from the search results. At this time, the search results page is pushed to the product details page. Then buyers often switch and view between different product details pages in the closed traffic loop built by Amazon. At this time, buyers will no longer see manual ads displayed, and all ad displays tend to be automatic ads. This also leads to many sellers finding that the traffic of automatic ads is greater than that of manual ads. Therefore, when placing advertisements, automatic ads should not be ignored, and they can also bring considerable exposure opportunities and traffic to products.