Sponsored Products backend settings are divided into automatic advertising and manual advertising. Automatic advertising means that Amazon places the seller’s advertisement based on the seller’s product information. This kind of advertising has a high exposure rate but is not accurate enough; manual advertising requires the seller to set it up by himself. Keywords, the seller’s advertisement will be displayed when customers search for the corresponding keywords.
1. Manual advertising
Publishing manual advertising requires setting keywords, and these keywords are the main source of manual advertising exposure and traffic. When buyers use the keywords you set when searching for products, your listing may be displayed on the search results page. In Amazon, the number of ad listings displayed on each search results page is limited. If the impact of factors such as bidding and quality score on ad ranking are taken into account, your ad listing may not appear on the first three pages of search results. Generally speaking, most buyers will browse the first page of search results, while the number of buyers who will browse the second page of search results will decrease, and only a very small number of buyers may browse to the third page. Therefore, if the manual advertisement placed by the seller cannot appear on the first three pages of search results, it will inevitably not be able to obtain high ad exposure, let alone clicks. In addition to bidding and quality score, the keyword matching method chosen by the seller will also It will affect the display results of manual ads in the search results page. Display results for manual ads will vary depending on whether the seller selects broad match, phrase match, or exact match.
2. Automatic advertising
Automatic advertising will be displayed in the details page of the relevant Listing, and its traffic comes from the import of other related Listing pages. Amazon does this to provide buyers with more options and give buyers more control.
From a buyer’s perspective, the Amazon page is opened in a recommended way by default (the new page overwrites the original page) instead of popping up a new page. The buyer uses keywords to search for products, sees the product he likes in the search results, and clicks on the listing. At this time, the search results page is pushed to the product details page, and then the buyer will enter the traffic closed loop built by Amazon. , switch between and view different product detail pages. At this time, manual ads have no chance to be displayed, and all ad displays tend to be automatic ads. This also leads many sellers to find that the traffic of automatic ads is greater than manual ads. Therefore, automatic advertising cannot be ignored when advertising. It can also bring considerable exposure opportunities and traffic to products.