There are two ways to set up PPC ads on Amazon: automatic ads and manual ads.
Automatic ads are relatively simple to set up. You only need to select the products to be advertised. During the ad setting process, sellers do not need to set keywords. The system will display matching products to potential consumers based on the content of the product details page, the user’s search keywords and purchase intentions.
The steps to set up automatic ads are as follows.
Click the “Advertising Campaign Management” option in the “Advertising” drop-down menu.
Click the “Create Ad Campaign” button on the page that opens to start creating an ad plan.
(3)On the “Select Your Ad Campaign Type” page that opens, click the “Continue” button under “Product Promotion”.
(4)Open the “Create Ad Campaign” page and set the campaign name, ad start and end time, daily budget, etc. according to the page prompts, and set the ad targeting to “Automatic Delivery”.
(5) In the “Bidding strategy for advertising campaigns” column, the system provides three bidding strategies and the default is “dynamic bidding only lowers”. Sellers can choose the bidding method according to their own operation strategies and experience. According to the author’s actual operation experience, the advertising effect of “fixed bidding” is better than the other two methods. The three strategies will be analyzed in the following text. In addition to the bidding strategy of advertising campaigns, sellers can also set different bids for advertisements on different pages in combination with “adjust bid according to ad position”.
(6) An advertising group is a group of advertisements that share the same keywords and products. Sellers can create similar products in an advertising group according to the actual situation of the products. This operation requires creating additional advertising groups in “Advertising Campaign Management” after the advertising campaign is created. In the “Product” column, sellers can select the products they plan to advertise and click the “Add” button to add the products to the advertising campaign.
(7) For automatic advertising, the system provides two bidding modes, namely default bidding and setting bids through delivery groups. Sellers can set advertising bids based on product profits, competition conditions, etc. During the running of the advertisement, you can add keywords with high exposure and high clicks, but low conversion, zero conversion and irrelevant to the product to the “Negative Keyword Targeting” column according to the actual advertising data to save advertising costs. After the settings are completed, click the “Start Advertising Campaign” button, and the automatic advertising is set up.
Manual advertising is divided into two types: keyword delivery and product delivery. The steps to set up manual advertising are as follows.
In the “Create Advertising Campaign” page, select the “Manual Delivery” radio button.
If you want to create a “keyword delivery” manual advertisement, you need to select the “keyword delivery” radio button in the “delivery” column, and then add keywords related to your products in the “keyword targeting” column.
If you want to create a “product delivery” manual advertisement, you need to select the “product delivery” radio button in the “delivery” column, and then select the category node you want to deliver in the “category” tab of the “product delivery” column, or select the specific product you want to deliver in the “each product” tab.
For manual advertising, since the keywords and products are carefully selected by the sellers themselves, it is not recommended to make any negative settings during the setting process. You can directly skip the “Negative Keyword Targeting” column and click the “Start Advertising Campaign” button, and the manual advertising setting is completed.