Click Create Campaign to enter the new ad interface. Enter the name of this ad campaign. The name can be easily identified later. The daily budget is the daily spending limit. The budget sets a limit on the expenditure of this ad campaign. In addition, you need to select the start and end time of the ad and the type of ad delivery.
(1) Automatic ad delivery settings:
1) Name the ad group and select the products to be advertised. You can select multiple items.
2) Fill in the default bid, which is the maximum price you are willing to pay for an ad click. It should be at least $0.05. Click “Save”. The ad will usually take effect after 5 minutes.
(2) Manual ad delivery settings:
1) Name the ad group and select the products to be advertised. You can select multiple items.
2) Set the default bid and fill in the keywords. Sellers can use the keywords in the Amazon system or provide their own keywords. The bids for all keywords can be unified or set separately. Then select the keyword matching type and click “Save”.
Keyword matching types include broad matching, phrase matching, and exact matching:
The first type: broad matching. When the search keyword is synonymous, near-synonymous, or related to the promotion keyword, or the search keyword is part of the promotion keyword, the ad will be displayed. This is the default matching method of the system. For example: for the promotion keyword soccer socks, when buyers search for socks, soccer socks boys, socks soccer, etc., the ad will be displayed.
Advantages: Broad matching is an effective method that can both conduct highly targeted delivery and reach a wide audience, and can bring more potential user visits to sellers.
Disadvantages: Click-through access is not targeted enough, and the conversion rate is not as good as exact matching and phrase matching. It may bring a large number of clicks and cost more click fees.
The second type: phrase matching. When the search keyword completely contains the promotion keyword, or contains the promotion keyword in reverse or inserted form, or a synonym, the ad will be displayed. For example: when the promotion keyword soccer socks is used, the ad can be displayed when the buyer searches for men soccer socks, but the ad will not be displayed when the buyer searches for socks soccer.
Advantages: Compared with exact match, it is more flexible and can obtain more potential customer visits. Compared with broad match, it is more targeted and may have a higher conversion rate.
Disadvantages: The number of impressions obtained is between broad match and exact match. The conversion rate is not as high as that of exact match.
The third type: exact match. The ad will only be displayed when the search keyword and the promotion keyword are exactly the same. For example: when the promotion keyword soccer socks is used, the ad will only be displayed when the buyer searches for soccer socks.
Advantages: You can obtain the most targeted click visits and the conversion rate is high.
Disadvantages: It will reduce the number of ad impressions and obtain a narrow range of potential customers.
Comparison of these three keyword matching methods in terms of display volume: broad match > phrase match > exact match; comparison in terms of accuracy: exact match > phrase match > broad match. When choosing a matching type, sellers can make a specific analysis based on the specific situation.