Before setting up Amazon Ads, The login of the account requires the socks5 proxy to be configured with a residential IP, and the residential IP should not be changed. In addition to making preparations, we cannot take it as an easy task when placing advertisements on the site, although setting up advertisements on the site is very simple of. But to really do a good job of an on-site advertisement, we need to perform some necessary operations during the delivery process.
We often talk about similarity optimization and on-site advertising optimization. In fact, although these two optimizations are different modules, they have some things in common. In similarity optimization, product keyword optimization is very important. For in-site advertisements, we also need to analyze the advertising data reports of the products during operation, extract different keywords from them, filter and analyze these keywords, and determine which keywords are more effective. This involves the choice of keywords when we launch.
Of course, if you are running manual or automatic advertising, then automatic advertising itself does not need to set keywords. The performance quality of Auto Ads depends on what you write in the listing details. If the content in the details does not match the ad, the ad may not be matched to the detail page of related similar products. But manual advertising requires us to add some product keywords. When setting up manual advertising, the system will automatically recommend some keywords. I know that some new buyers or buyers with poor English will directly select all these keywords. In the ad settings page, there is a "select all" button, click to select all the words. But this is a completely wrong way to choose. Because if you look carefully at the words recommended by the system, you will find that there are many words that have nothing to do with your product. Why do these words appear? It is because these words once appeared in your listing details, and the system automatically grabbed them. That is to say, all nouns in your listing details may be crawled by the system and recommended as optional keywords. But can you guarantee that every noun in your listing is highly relevant to your product? Of course not. Therefore, when publishing advertisements, we need to screen and carefully select keywords recommended by the system, and only select words that are highly relevant to your product.
After selecting keywords, you will find that the words recommended by the system are limited. In this case, how should we add keywords? Or we found some useful words, but the system didn't provide them, what should we do? At this time, we need to manually add these words to our advertising plan. Adding keywords is just the first step. During the running of the advertisement, the seller also needs to check the data report of automatic advertisement and manual advertisement regularly or at any time.
In the automatic advertising report, we can see that some words have high exposure, high click, and high conversion rate. For such three high words, we need to analyze to determine whether they are highly relevant to our products, and if so, they should be added to our manual advertising keyword list. We can also remove words that have no exposure or exposure but no conversion in manual ads. Through such adjustments, our advertisements will become more reasonable and the conversion rate will be higher. This is an important operation that we must perform on advertisements and keywords in the course of operation.
In the discussion just now, I mentioned adding words with high exposure, high clicks, and high conversion in the automatic advertising report to the manual advertising. Some sellers may worry whether this will lead to conflicts between the two types of advertisements, reducing the risk of price wars. But in fact, in the process of operation, we will find that the display tendencies of automatic advertisements and manual advertisements are different. So there is no conflict in adding words from an automatic ad to a manual ad.
The system will give priority to recommending manual ads in the search results page. These ads are usually marked as "sponsors" because they appear in the search results based on the keywords you put in. Auto ads, on the other hand, appear on product detail pages, which typically have two columns of ads labeled "sponsor" in the middle. The system will match the content of the product details page with the content of the currently displayed page. This means that even if you manually and automatically advertise a term at the same time, their display channels are different, which means that you can get more exposure and traffic without conflicts.
Even if two ads appear in the same placement, they don't necessarily conflict. why? You can try to create two identical ads yourself, and then you will find that the data displayed on their ad data reports are not exactly the same. Some data will be better, some data will not be so good, we don't know which is good and which is not. However, the reason for this difference is that the content displayed by the two ads is different.
Additionally, there are many factors that affect how your ad is shown, in addition to keywords and bids, there is also the keyword Quality Score. In different advertising plans, the quality scores of keywords for the same product advertisement will be different, which will lead to differences in their click costs and display positions, so this situation will not make your ad appear on the the same location.
What does it matter if your two ads are displayed together? Imagine if all four ad slots on a product page were yours, what difference would it make? That means you can get more traffic, right? Because when it comes to evaluating ad performance, what are we ultimately looking at? What we focus on is the advertising report itself, which is the most intuitive data that many sellers pay attention to.
What is the value of x? As long as the percentage of your x-value is less than your gross profit margin, the ad is working. Whether I create one ad program, two, three, five ad programs, as long as the x value in each of my ad programs is less than my gross margin, it means that each ad program is making money for you . So why not do it? So we don't have to worry too much about whether our advertisements will cause price competition because of such creation. Such worries are excessive.
Of course, when choosing advertising keywords, there is another point that is very important: if we choose some broad keywords, the so-called "big words", they can bring more traffic, but these traffic may not necessarily bring to a good conversion rate. Therefore, when setting up advertisements, I suggest that you give priority to choosing precise keywords as the main keywords, and then choose long-tail keywords as auxiliary ones. When choosing a keyword matching method, it is recommended that you use the broad matching method.
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