General products are usually in large quantities and of various types, which makes it inconvenient to do unified delivery management. The advertising delivery will become more and more chaotic in the later stage. What we need to do is to gather these general products as much as possible and manage them in a standardized manner according to categories.
We can classify a series of general products in the store according to advertising campaigns. The classification here does not need to be so detailed. It can be divided according to Amazon’s first-level category standards. For example, stationery products are a separate advertising campaign, pet products are a separate advertising campaign, and outdoor products are a separate advertising campaign. If your entire store sells stationery, then you can divide the advertising campaigns according to the standards of the second-level categories. For example, pens can be used as an advertising campaign and notebooks can be used as an advertising campaign.
After completing the classification of advertising campaigns, the classification of the next level, that is, the classification of the advertising group, only needs to be automatically downgraded according to the classification of the advertising campaign. For example, if the advertising campaign is to promote notebooks, there are two advertising groups, one for diaries and the other for notebooks. If the advertising campaign is to promote pens, then one advertising group is a ballpoint pen and the other is a water-based pen. The rest is to put the corresponding products and keywords into the corresponding advertising groups.
There is still one problem that has not been solved, that is, should we choose automatic or manual for our advertising campaign? If we choose manual, how should the keyword matching mode be set?
For the advertising structure setting of these ordinary products, I suggest that sellers can set up an automatic advertising campaign in the early stage, and then set up a manual advertising campaign after running for a period of time. Move the consumer search terms that place orders in the automatic advertising campaign to the manual advertising campaign as keywords that can be placed, and set the products, categories, and advertising group structures under the manual advertising campaign and the automatic advertising campaign to be exactly the same, and use the broad matching (Broad) mode for all keywords under the manual advertising campaign.
The above advertising model is very suitable for managing ordinary products in the store, and after the advertisement has been running for a period of time, if there is a “dark horse” product with particularly eye-catching performance among the ordinary products, we can also upgrade it to a key product and focus on it, which can also indirectly play the role of testing the model.