Amazon Manual vs. Automated Ads: Strategy and Optimization Guide

Amazon Sponsored Products Ads are divided into two types: manual advertising and automatic advertising. There are certain differences in the placement methods and placement of these two advertising types. Understanding their characteristics can help sellers better formulate advertising strategies.

Detailed explanation of Amazon manual advertising

Manual advertising requires sellers to set keywords by themselves, so the exposure and traffic of the advertisement mainly depend on the selection of these keywords. When a buyer searches using the keywords set by the seller, the seller’s listing may appear in the search results page. However, taking into account factors such as bidding and quality score, the seller’s advertising listing may not appear on the first three pages of search results. In addition, the choice of keyword matching method (broad matching, phrase matching or precise matching) will also affect the display results of manual ads.

Steps to create manual ads

1. Enter the Amazon management backend: Log in to the Amazon merchant backend, click the “Advertising” option, and enter the “Advertising Activity Management” page.
2. Select campaign type: Select Sponsored Products or Sponsored Brands to choose the appropriate ad type based on your needs and goals.
3. Select a bidding method: Choose an appropriate bidding method and set an appropriate default bid.
4. Select delivery type: Choose keyword delivery or product delivery, and choose the appropriate delivery type based on your advertising goals and actual situation.
5. Start advertising campaign: After the settings are completed, click “Start advertising campaign” to complete the manual advertising settings.

Manual ad exposure strategy

• Create a campaign: Create a campaign in the context of Amazon Advertising, select an ad type, and set an ad group name and ad goal.
• Add keywords: Select relevant keywords through the keyword tool or manually add them. The selection of keywords should be related to the product, and consider the competitiveness and conversion rate of the keywords.
• Set ad bids: Adjust ad bids based on competition and budget, and make real-time adjustments based on keyword bidding and ad rankings.
• Monitor advertising effects: Monitor advertising effects at all times, and make adjustments and optimizations based on advertising effects to improve the conversion rate and exposure rate of advertising.
• Optimize ads: Based on ad performance and data analysis, optimize ads, adjust keywords, ad bidding, change ad groups, etc., and improve the conversion rate and exposure rate of ads through continuous optimization.

Reasons for low manual ad exposure

• High competition: In some target markets, many sellers are competing to place ads, creating a fiercely competitive environment.
• Unreasonable ad settings: The selected keywords are not relevant enough or the ad content is unattractive, which may affect the exposure of the ad.
• Lower ad quality score: The Amazon advertising system will set a quality score for the ad based on the quality and relevance of the ad. If the ad quality score is low, the system will give a lower exposure opportunity.
• Advertising Budget Limitation: The exposure of Amazon ads is also limited by the advertising budget set by the seller.
• Newly published ads: Newly published ads may take some time to gain sufficient exposure and data accumulation.

Three types of manual advertising and their advantages

• Keyword Advertising: By selecting appropriate keywords, the ad will be displayed to potential buyers who are searching for related products to increase the exposure and click-through rate of the ad.
• Profit Management Ads: Select specific product attributes to display ads to potential buyers who meet specific target audiences to improve the relevance and conversion rate of ads.
• Profit Management Dynamic Ads: Display brand advertising videos to attract users to click and learn more about the brand and products, further promoting the brand image.

Amazon automatic advertising analysis

Automatic advertising means that Amazon places sellers’ ads based on the seller’s product information. This kind of advertising has high exposure but is not accurate enough. Automatic ads will be displayed on the details page of related listings, and their traffic comes from imports from other related listing pages.

Automatic ad creation

1. Enter Amazon management backend: Click the “Advertising” option to enter the “Advertising Campaign Management” page.
2. Select campaign type: Select “Automatic delivery” and click the “Continue to next step” button.
3. Fill in the campaign name: It is recommended to write it in the form of automatic + product name.
4. Set a daily budget: It is recommended to enter at least $20.
5. Select search directory: Select SKU as the search directory.
6. Fill in the bidding price: It is recommended to fill in $1 first, and then adjust according to the data.
7. Save campaign: After completing the above steps, click Save.

Optimization ideas for automatic advertising

• Keyword placement and negation: What is the appropriate budget for a single click of a keyword and what are the specific criteria for negative keywords? These are all issues that need to be considered in refined operations.
• Adjust bids: If your product exposure is low and you have expanded your keyword list, you can try raising your bid to get more exposures.
• Data analysis: Regularly analyze advertising data, adjust bidding and keyword selection, and track and adjust advertising strategies in a timely manner.

The application logic of automatic advertising

• The importance of keywords: The most important keywords should be written before the title to increase the accuracy of matching automatic ads with similar products.
• Negativity: Irrelevant terms should be negated in automatic ads to increase conversion rates.
• Vocabulary test: Automatic advertising can help sellers quickly complete the vocabulary test, quickly obtain data, and understand the words and conversions related to the listing.

Conclusion

Amazon manual ads and automatic ads have their own characteristics. When placing ads, you need to choose the appropriate ad type based on the specific situation. Manual advertising focuses more on keyword selection and optimization, while automatic advertising focuses more on using the system’s intelligent matching to increase exposure. With proper settings and optimization, sellers can make full use of these two advertising types to increase product exposure and sales.