Amazon’s SP advertising types are divided into automatic advertising and manual advertising. Due to the update of some fixed-investment advertising positions, the positions of automatic advertising and manual advertising are not very clear now, but the application logic has not changed. Let’s take a look at the application logic of automatic advertising and manual advertising.
1. The application logic of automatic advertising:
1) The most important keywords should be written before the title to increase the correctness of automatic advertising matching with similar products;
2) Some descriptive words that must be written in the listing are accidentally washed away by automatic advertising, and the negation function needs to be used as soon as possible, that is, irrelevant words in automatic advertising are rejected;
3) After the launch of new listing products, automatic advertising can help sellers quickly complete vocabulary testing, quickly obtain data, understand the words and conversions related to the listing, deny irrelevant words, and improve the listing conversion rate;
4) The same is true during the stable sales period of listings. Automatic advertising is a good helper to expand the bottleneck of traffic.
2. The logic of manual advertising:
1) From the perspective of manual advertising, the use of manual advertising should be to expand keywords, that is, it is not as random and free as automatic advertising, but it is more accurate than automatic advertising;
2) Since manual advertising is based on existing keywords, the choice of matching method for manual advertising is very important;
3) Although the broad matching method is a good method for expanding keywords, due to the different expansion methods, the general matching method is relatively loose, and it is often necessary to cooperate with the accuracy of negation when manually delivering;
4) The precise matching method of manual advertising is generally effective when a new product is promoted with a certain word or small word;
5) The combination of manual advertising and automatic advertising often makes automatic advertising achieve more unexpected results.
Here is a little trick. When automatic advertising closes other matching methods, only the close matching method is left. It can be used to see the keyword embedding situation. If the keywords that come out in this way are very accurate and there are fewer ASINs, it means that the embedding is more accurate. I hope the above content will help everyone’s business.