Advertising is an item that is inseparable from Amazon. We spend money on advertising every day. But many times, you may not receive the return you want, and you may even have to spend a lot of energy and money. Advertising optimization is a very important link. Your exposure rate, click-through rate, and conversion rate will be the focus of your daily attention. This chapter will talk about an Amazon advertisement that you have never heard of. Get rid of those annoying data and directly analyze what we need to do through the results. The data only serves us. Since you can’t understand it, let’s skip it and go directly to the results we want.
How to choose between manual or automatic advertising
Automatic advertising is very easy to make, just set it up, but some sellers don’t quite understand it. Manual advertising allows sellers to know how every penny is spent, but setting keywords is a headache. This chapter will sort it out and see how to choose between manual advertising and automatic advertising.
1. Distinguish between manual advertising and automatic advertising
On Amazon, manual advertising refers to setting keywords, setting various bids and various budgets. The most important thing is that The point is that you need to set various keywords yourself. This is the biggest difference between manual advertising and automatic advertising, and also the biggest difficulty. So simply put, if you have very precise keywords, you can start by choosing manual advertising.
On Amazon, automatic advertising is a “fool-like” advertising form. You only need to set your ad name, default cost-per-click and maximum daily click budget to get started. This advertising method is suitable for sellers who don’t know much about the product and have advertising needs.
Automatic advertising is only relatively simple at the beginning. If you really think of it as an automatic washing machine, where clothes can be washed just by putting them in, you will definitely be scared. The difficulty with automated advertising is not getting started, but monitoring and making adjustments along the way. So this type of advertising is far from as simple as everyone thinks. You must have a certain understanding of advertising and be able to make timely adjustments to some negative reactions to advertising. Otherwise, this advertisement will be very expensive.
The relationship between manual and automatic advertising forms is certainly not a competitive relationship. On Amazon, you don’t let your automated ads compete with your manual ads. Amazon has helped you avoid this problem.
So, how do these two types of advertising work together?
As mentioned before, Amazon’s manual advertising and automatic advertising have different entry points. Manual advertising requires accurate keywords, while automatic advertising requires accurate judgment. Although we can get accurate keywords through Google, Amazon’s own data can also give us some new ideas.
So, if it is a new product that needs to be advertised, you should start with automatic advertising first, and then look at the data after two or three days of automatic advertising, because two or three days of automatic advertising will also bring inspiration, and at the same time It also allows us to see actual customer search terms. For these real customer search terms, we should actively extract them as the starting words for manual advertising.
So, regarding the cooperation of these two advertising forms, you can first pass the test of automatic advertising to see customer feedback. Firstly, the listing can be repaired based on customer feedback; secondly, the customer’s real search terms can be seen, and we can add these words to manual advertisements later. Especially those precise words that can generate conversions should be well utilized in manual advertising.
2. Things to note when choosing automatic advertising
Automatic advertising is a powerful tool for Amazon promotion, because it allows you to display directly under your competitors’ products, so you must use it well. this form of advertising.
1. Learn to add negative keywords
The biggest misunderstanding in doing automatic advertising is not to look at the advertising report at all, and just let it go, thinking that setting a bid and a budget when doing automatic advertising is enough. It’s done. Even if there are sales, I don’t know how they came about, and I don’t know why the advertising budget has exceeded.
If you have the above misunderstandings, you are definitely not suitable for Amazon automatic advertising. So, what should you look for when looking at automated advertising reports?
Let me tell you here that the first thing you should do when adjusting automatic advertising reports is to add negative keywords. We can find this function and add negative keywords on the ad group management page.
What you need to do here is to check the latest automatic advertising report every day. As long as we find any words that do not belong to our products, we must decisively add them to our negative keyword list. If only a single word does not meet our product, choose precise negation; if a certain type of word does not meet our requirements, choose phrase negation.
For example, we sell men’s belts. If we find the word womens belt in our automatic ads, we should add the word womens to the negative keyword list and select phrase matching. This way, our ads won’t appear for any searches for the word women.
For another example, our men’s belt size 40 is out of stock recently, but there is a word in the phrase “mens belt size 40”. In this case, we can add this word to our precise negation. list so that the word is not displayed until this yardage is restocked. But remember to adjust and archive this word from the negative keywords after replenishing the product.
So, adding negative keywords is a key step in our automatic ad adjustment. Adding negative keywords can help us save a lot of advertising costs.
2. Why are there so many “*” in the automatic advertising report?
Many sellers who have downloaded the automatic advertising report will wonder why the Keywords column of the automatic advertising report is all *, customers Where did the search keywords go?
When this problem occurs, you should first check whether your report is downloaded correctly. The automatic advertising report we need to download is the automatic advertising at this location.
After downloading this report, many sellers will habitually find the Keywords column.
At first glance, I was dumbfounded. They were all *. Some students even thought that Amazon had deliberately hidden customer search keywords. In fact, this is not the case, because the Keywords column in the manual report is used to record the keywords we set ourselves. The keywords searched by customers are displayed in the column to the left of Keywords, called Custmer search term. Therefore, the content here is the keywords that customers search for that we really want to look at. Our decisions on automatic advertising adjustments and subsequent adjustments that need to be made based on advertising are made from here.
3. Why are there so many other people’s ASINs in the automatic ads?
After reading the above content, many sellers will also find another question: Why is there in my Customer search term? So many weird combinations of numbers and letters?
In fact, these combinations of numbers and letters are the ASINs of other people’s products. You don’t have to worry, it’s not customers searching for other people’s ASINs. Instead, your ad will appear under someone else’s ASIN in Sponsored products related to this item.
3. Things to note when choosing manual advertising
I talked about automatic advertising above, let’s talk about it below. Manual advertising.
1. Where do manual advertising keywords come from?
Many sellers are confused by a question: Where do manual advertising keywords come from? I seem to have limited imagination when editing it myself, so I can’t edit much, and Amazon seems to have very few recommendations. So where do manual advertising words come from?
In fact, there are two main sources of manual advertising words.
First of all, the automatic advertising keywords mentioned earlier are the first source of automatic advertising words. The words that have appeared here or that we have analyzed and can be added to manual ads are all valid and reliable.
Secondly, another effective source of automatic advertising words is the keywords selected using the method mentioned in Chapter 1. These keywords are also keywords searched by verified customers, so you should put them into the keyword list of manual advertising without hesitation.
So, the keywords of manual advertising come from the click data of automatic advertising, and the second one comes from the customer keywords found by Google. Both of these are real search data from customers. Put them into our manual advertising keyword list and set reasonable bids, and you can start our manual advertising.
2. How to choose between different matching modes
When doing manual advertising, you need to figure out how to choose the matching mode of manual advertising. As shown in Figure 6-3, when we use the keywords we provide for manual advertising, we need to choose a reasonable matching form.
Broad match: This match type gives your ad broad exposure. A match will be considered if the buyer’s search query contains all keywords or their synonyms. Buyer search queries can contain keywords or their synonyms in any order. Broad match also includes misspelled keywords, related searches, and other variations that are similar to the keyword.
? Phrase match: The buyer’s search query must contain the exact phrase or word order. This type is more restrictive than broad match and will typically show your ad in a more relevant position.
Exact match: The buyer’s search query must exactly match the word order of the keyword for the ad to be displayed. Additionally, variations that are close to the exact keyword will be matched. Exact match is the most restrictive match type, but its results are more relevant to the buyer’s search.