Why do the “three high” keywords in automatic ads not perform as well as expected on manual ads? Regarding this problem, I got an answer through Amazon’s system explanation and official customer service, but there was no answer.
It may be because the display positions of automatic ads and manual ads are different, that is, the traffic entrances of the two ad types are different.
As far as automatic display is concerned, automatic advertising data reports are often based on ASIN data. What it reflects is that when you place automatic ads, the ads are mainly displayed in related (similar, similar) product details. On the page, manual ads will display accordingly whether you publish keywords or ASIN targeting.
From the advertising data, we can see that the positions where they are displayed are different. Therefore, even if you extract the keywords that perform well in the automatic advertising for targeted placement, in the new In the advertising campaign, the advertising slots cannot be displayed in exactly the same position as in the original advertising campaign, so the performance of the two advertising campaigns will inevitably be different.
So why do keywords that perform well in automatic ads become worse and worse? This is because the traffic entrance of automatic advertising tends to be deeper. Deep traffic entrance usually means that consumers will spend more time, energy and thought when searching for this word, that is, they have higher purchase intention, and the conversion rate is lower. It has a higher conversion rate.
As far as keywords are concerned, you set up a manual advertisement and put a certain keyword in the advertisement. When consumers search for this word, the advertisement will appear on the search results page. If consumers are interested in If you are interested in your product, click on your ad, but at the same time, your product details page will be associated with many other ads for similar products, and consumers will often have doubts when opening the first page and want to buy. You also want to choose a more suitable one through comparison. In this case, consumers may involuntarily click on other people’s advertising spaces displayed on your detailed page. Under such an operation, although there will be some exposure and clicks, in the end it will become The traffic entrance of other people’s automatic advertisements diverts traffic for others, but does not bring any traffic to yourself. This is the traffic entrance of other people’s advertisements.
In addition, due to competition, when artificial advertising is placed, keyword bids are generally high, bidding is high, and conversion rates are low. The direct consequence is that the ACOS of advertising is high and advertising input and output are low. Than deviation.