During the manual advertising setting process, if you select the “keyword placement” type, you need to add the corresponding advertising keywords. There are several suggestions for collecting and filtering keywords.
Filter from the system recommended keyword list. After selecting the product to be advertised, the system will automatically recommend many keywords for sellers to choose from. It should be noted that most of the keywords in the recommended list are consistent with the product and can import accurate traffic for sellers, but there are also many keywords that do not match the product itself and the target consumer group, or even have nothing to do with it, so these keywords must be filtered one by one
to select the keywords that can really bring conversion rates to sellers.
Select keywords from the perspective of common sense. As a seller, you must have both a product perspective and a consumer perspective, collect keywords in both directions, and find the words that consumers use to search for the product.
Collect and organize keywords through the drop-down list in the search box. You can use core keywords, 26 letters and numbers (such as Bluetooth Speaker A, Bluetooth Speaker B, Bluetooth Speaker C or Bluetooth Speaker l, Bluetooth Speaker 2, etc.) to filter out precise keywords and long-tail keywords that are highly relevant to your products from the drop-down list in the search box.
Combined with automatic advertising, filter out efficient keywords from the automatic advertising data report. Sellers can download the data report of automatic advertising, filter out the “three highs” (high exposure, high clicks, and high conversions) keywords in the report, and add them to manual advertising.
Use third-party tools to collect and organize relevant keywords. You can use Junglescout, Merchantwords, and Google Adwords Keywords Planner (Google Keyword Planner) and other third-party tools, through big data analysis, sort out more advertising keywords. Through the above methods, you can collect and sort out enough accurate keywords for advertising, but only the right keyword matching type can make the in-site advertising play the greatest role. Therefore, in the process of setting manual advertising, you also need to pay attention to the choice of keyword matching type.
In the Amazon system, there are three types of keyword matching: broad match (also called broad match), phrase match (also called phrase match) and exact match (also called exact match). Combined with the official explanation given by Amazon, the following is an analysis of the three matching types. Using the broad matching type, keywords support unordered matching, singular and plural matching, synonym matching, etc. The formula is summarized as “pop up if there is overlap, and the exposure threshold is low”. For example, the advertising keyword set by the seller is Cat Bowl. Using the broad matching type, when consumers search for Bowl Cat (in reverse order), Large Cat Bowi (add words before the word), Cat Food Bowl (add words in the middle of the word), Cat Bowl 200ml (add words after the word), Kitty Bowl (synonym), Cute Cat Bowls (add words before the word and make the original word plural), the system will match it and the ad will be displayed in the search results.
Choose the broad match type, the ad can be displayed to a wider range of consumers, and the product can get the maximum exposure. At the same time, using this match type is convenient for discovering new words during the advertising process, which is suitable for use during the new product promotion period.
Using the phrase match type, the keyword supports matching singular and plural, adding modifiers before and after the original keyword, but does not support disordered matching, nor does it support adding words in the word. The mnemonic can be summarized as “adding ingredients before and after the phrase, never splitting it in the middle at will.” For example, the seller sets the advertising keyword Cat Bowl. When consumers search for keywords such as Large Cat Bowl (add words before the word), Cat Bowl 200ml (add words after the word), and Cat Bowls (plural), the system can match it and display the ad in the search results: when consumers search for Bowl Cat (in reverse order), 200ml Cat Bowls (add words before the word and make the original word plural), and Cat Food Bowl (adding words in words), the system cannot match, while these can be matched using the broad match type. Compared with broad match, phrase match narrows the search terms that trigger ads, limits a certain amount of exposure, can save advertising costs to a certain extent, and achieve more targeted advertising. At this stage, sellers can still obtain new words through feedback from advertising data reports. The precise match type only supports completely identical words or singular and plural variations, and other words cannot be matched. It can be summarized as “only completely identical words are released, and strict gatekeeping is guarded.” Taking the keyword Cat Bowl as an example, using the precise match type, when consumers search for Cat Bowl, only Cat Bowl, Cat Bowls, Cat’sBowl, and Cat’s Bowls can be matched. Precise matching is more targeted, and ads will only be displayed when the search terms entered by consumers and the keywords in the ads are exactly the same or have only slight differences. Precise matching limits advertising exposure to the greatest extent, and the audience range of the ads is small, and the exposure and click volume are also small.
Through the above analysis, it is not difficult to find that the use of broad match type can match more consumer searches, which is conducive to more exposure and traffic for products. However, if the keywords are not set accurately, it will also bring a lot of invalid exposure and traffic. Although the use of phrase match type and precise match type can match more accurate searches, it also limits the display of advertisements and misses some searches with real purchase intentions.
Combined with years of operation experience, it is recommended that when placing manual ads, precise keywords should be the first choice, and in terms of matching type, broad match type is recommended. In short, “precise keywords + broad match” is the best combination for manual ads, which can not only get as much exposure as possible, but also reduce invalid exposure to a certain extent.
In addition, unlike the constraint that writing other trademarks in product details will infringe, in advertising activities, the trademark name of competitors can be added as advertising keywords to achieve the purpose of attracting traffic for themselves through competitors. This setting neither violates the rules of the Amazon platform nor involves infringement.
In the process of operation, different sellers have different ways of creating advertising campaigns depending on the budget and operation strategies.
If you are a new or small seller with little capital, poor operational skills, and limited advertising budget, you can take advantage of the large coverage of automatic advertising. After optimizing the product, you can place an automatic ad. If there is budget left after automatic advertising, you can filter the precise keywords based on your understanding of the product and the data fed back by the automatic advertising report, and add a manual “keyword placement ad. The placement method should give priority to the “precise keywords + broad matching” mentioned above.
If this product is a hot-selling product that the seller focuses on creating, and the advertising budget is sufficient, in order to obtain more traffic and conversions, you can also place the product simultaneously or sequentially. Create multiple advertising plans.
For example, while running automatic ads, start three advertising campaigns: manual broad match, manual phrase match, and manual exact match. Then, during the running of the ads, optimize them separately according to the actual performance of each advertising campaign. For ads with good conversion effects, you can increase investment to obtain more orders, and for advertising campaigns that still cannot achieve the expected conversion rate after optimization, you can pause or stop them.
This advertising delivery method that forms a more accurate match from large to small based on the amount of ad exposure and clicks is called the advertising funnel model.
Will multiple advertising campaigns for the same product conflict with each other? This is a question many sellers have, but there is no need to worry about it. There are three reasons for this. In order to distribute traffic fairly, the Amazon system will basically not allow ads for the same product to appear multiple times on the same page.
Sellers can set differentiated bids for different advertising campaigns and use price factors to adjust the exposure of ads on different pages.
The quality of an ad is determined by its effect. If multiple ad campaigns are created for the same product, and the input-output ratio of each ad campaign is very good, there will be no conflict.