After the advertisement is placed, the seller may be most concerned about where and how the advertisement is displayed. This question needs to be answered from two aspects: consumer habits and the operating principle of Amazon A9 algorithm. From the perspective of consumers, when consumers want to buy a certain product, they enter the keywords of the product they want to buy in the search box according to their needs. Amazon A9 algorithm receives the instruction and starts to run, displaying the results that match the consumer’s search terms. The products that have been placed in-site advertisements are also displayed to consumers in these search results.
According to the current Amazon page layout, the search results page generally contains 6, 9 or 12 in-site advertisements, distributed at the top, middle and bottom of the search results page. For the advertisement position, Amazon will use the “Sponsored” (product promotion) logo to prompt.
In addition to the in-site advertisement position on the search results page, there is also an advertisement position on the product details page, which is divided into two columns, namely “4 stars and above” and “Sponsored products related to this item”.
Looking back at the process of setting up in-site advertising, we did not add any advertising keywords in automatic advertising. The exposure of automatic advertising mainly depends on the system’s identification and matching of product details. According to the logic of Amazon’s A9 algorithm, for a product that has been placed in-site automatic advertising, the system will capture and identify its details and compare it with other products on the platform. If the two products are consistent, the advertising product may be associated and displayed in the advertising position of the corresponding product’s details page.
In the process of setting up manual advertising, we either add advertising keywords or add categories or products for advertising targeting. In the Amazon system, when a consumer searches for keywords for a certain product, the system will match the advertising keywords set by the seller and display the matching results in the advertising position on the search results page.
Although the display principles of automatic advertising and manual advertising are slightly different, they cannot be separated. The Amazon system will also capture keywords when identifying product details. For products that have been placed in automatic advertising, there is also the possibility of being displayed in the advertising position of the search results page. In addition to keywords, the specific location where the advertised product is displayed will also be affected by factors such as ad bidding, product weight, and ad keyword quality score. Therefore, for a specific ad position, we cannot be sure whether it is automatic or manual.
However, no matter whether the cat is black or white, a cat that can catch mice is a good cat. In terms of advertising, if the seller has enough advertising budget, it is better to turn on both automatic and manual advertising to obtain more on-site traffic for the product.