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1. Why do we need to place keywords?
2. Comprehensive understanding of keywords 3. Classification of keywords 4. Different keywords serve different goals 1. Why do we need to place keywords?
Increase product exposure and maximize import traffic
2. Comprehensive understanding of keywords Search Term (hidden keyword): Keywords that can be entered when uploading listings in the backend. They will not be seen by consumers in the frontend and are used to help the system identify products. Keyword Targeting: Keywords placed by sellers in the background; User search terms: The phrases that consumers search for in the search box at the top of the Amazon website. ST & classification nodes are very, very important factors that help the system identify what you are selling. Many sellers say that their pages are well designed and compared with those of competitors. After automatic advertising is launched, why is it found that the proportion of irrelevant traffic is particularly large, even half of the cases are like this? In fact, at this time, you should first check the hidden keywords and classification nodes to see if they are accurate. If you find that there is a lot of irrelevant traffic after launching automatic advertising, it proves that the system's judgment of your product is not particularly accurate. In this case, it is useless to turn on automatic or manual. ST is also very important to the relevance of the product itself. The higher the relevance of ST to the product, the lower the CPC of the advertisement. If the user's search terms match the keywords of the advertisement, the advertisement will have a chance to be displayed. Keyword Targeting: You can target other people’s brand words when setting up keyword targeting, but you cannot upload other people’s brand words to the listing itself or the hidden keywords in the background, as this involves infringement. Any point on the listing is a search object Listing is not only related to conversion and click-through rate, but also to whether the advertisement will be exposed. Some sellers even embed keywords in the names of pictures when uploading them.
3. Classification of keywords Keyword classification - classification based on advertising performance Also called category words, examples: Table lamp, LED Table lamp Features: Modifies big words and category words, has a wide range, and relatively vague requirements The purchasing intention of relevant consumers that can be captured is relatively unclear, and the possibility of direct conversion is relatively low ＞High conversion long tail words/core keywords Example: Dimmable LED Table Lamp Black Features: Contains one or more attribute words and the requirements are very clear The purchasing intention of the consumers captured is relatively clear, and the possibility of conversion is greater Comprehensive understanding of keyword tips - There is no good or bad keyword ① The same keyword will produce completely different conversion effects for different promotional products ② The same keyword will produce different conversion effects for the same product at different stages ③ The same keywords will produce different advertising effects for the same promotional product according to the continuous changes in the market. ④ Different types of keywords serve different goals PS: Review your search terms frequently, because the market is changing, keyword rankings are changing, and the conversion effect of the terms is also changing. Multi-dimensional analysis of keyword performance Question: Are only keywords that can convert good keywords?
4. Different keywords serve different goals ＞High conversion long tail words/core keywords——Conversion High-converting long-tail words/core words (with one or more modifiers) 1) Consumer demand is obvious and serves more conversion goals 2) It is recommended to set high bids and high budgets for high-conversion long-tail keywords to gain more exposure 3) You should continue to expand the vocabulary of high-conversion long-tail words/core keywords to improve account advertising performance If product promotion has reached the stage of improving conversion and reducing ACOS, you can give low bids and low budgets to big words, and high bids and high budgets to long-tail words. At this stage, big words play the role of expanding exposure and continuously expanding the vocabulary of long-tail words. 1. Keyword matching method 2. A mature advertising account should use three matching methods at the same time 1. Keyword matching method Broad match: can match the middle & front and back words, synonyms, misspelled words, etc., with the largest matching range. Synonyms are only supported by broad match Phrase matching: You can only add words before and after, not in the middle Exact match: supports singular and plural, but does not support synonym matching Summary of three keyword matching methods When other influencing factors, such as bidding, are exactly the same, what different effects will it have if different matching methods are set for the same keyword? Effects of using exact match Use the keyword touch base table lamp and use exact match ① The scope of relevant consumers that can be captured is small. For example, consumers who search for "table lamp touch base" or "rechargeable touch base table lamp" have no chance of matching ② When bidding, CPC and other related conditions are exactly the same, accurate matching brings relatively less exposure and clicks, and spends a smaller proportion of the budget The effect of using phrase matching Place the keyword touch base table lamp and use phrase matching ① The scope of relevant consumers that can be captured is in the middle. For example, the search for "table lamp touch base" cannot be matched, but consumers who search for "rechargeable touch base table lamp" have a chance to be matched ② For fixed phrases such as "paint brush" and ambiguous keywords such as "glass", it is recommended to skip broad matching and directly select phrase matching to avoid bringing in too much irrelevant traffic and affecting click-through rate. The effect of using broad match Use the keyword touch base table lamp and use broad match ① A wider range of relevant consumers can be captured. For example, consumers who search for "table lamp touch base" or "rechargeable touch base table lamp" can have a chance to match ② When other relevant conditions such as bidding are exactly the same, the exposure and clicks brought by broad matching are relatively large, and a larger proportion of the budget is spent. Selection of keywords and matching methods When is broad match recommended? ① When launching a new product for the first time, there is no way to control the core keywords of the product and the long-tail keywords that bring sales conversion rates. ② When you first start advertising, in the initial stage of advertising, we generally recommend that you first choose broad match. This match type can give your ads a lot of exposure opportunities so that you can understand as much as possible in which aspect of your ad is most effective. When is phrase matching recommended? -When your product is ambiguous or has multiple meanings -When your product word is a 2-word proper noun Phrase matching is recommended When is exact matching recommended? When broad match and phrase match accumulate some high-quality keywords Enable precise matching for core keywords that bring high conversions and long-tail keywords that generate orders Note: Once a campaign is created, you cannot change the match type of the keywords that have been served. However, you can add keywords with different match types while the campaign is running. Summary: How to choose keyword matching method action suggestions When selecting a match type, ①It is recommended that you start with broad match so that you can fully understand where your ads perform best. ②Please check the keyword metrics in the Keywords tab in campaign management, or check the targeting report (product promotion) and keyword report (brand promotion) to evaluate the performance of your keywords and matching types. Once you’ve determined which keywords and search terms are performing best, you can change your bids or create a more concise set of keywords to optimize your campaigns and achieve your goals. Flexibly use three matching methods at different times 2. A mature advertising account should use three matching methods at the same time ＞Multi-dimensional analysis of keyword performance I. Keywords are not absolutely good or bad. Different keywords serve different purposes. II. Category keywords 1 Expand traffic coverage, continue to collect good high-performance customer search terms to expand high-conversion long-tail word library III. High conversion long tail word conversion ＞Three types of keyword matching I. Broad match, phrase match, exact match ＞Choose matching types for keywords based on different advertising goals I. Set precise matches for long-tail keywords with the purpose of conversion to increase bidding II. Choose broad match/phrase match (fixed phrases/ambiguous words) to expand the traffic range of the category III. A mature ad group should use all three matching methods at the same time, but the bidding budget and advertising target are set differently. ① Should broad, precise, and phrases be placed in the same ad group or separately? It is recommended to put them separately. If they are put in the same ad group, the budget cannot be tilted. It is possible that the budget of the broad-based ads will be eaten up by the precise ads, resulting in no budget for the precise ads. Especially for the precise ads, it is recommended to put them in a separate ad group. ②Do I need to turn off broad advertising when turning on precision advertising? Don't turn off the broad when you turn on the precision. You can lower the budget and bid. The purpose of turning on the broad is to let the broad ads find some high-performance search terms. If you turn off the broad, you will not be able to detect the popular words in the market. It is also possible that the conversion effect of high-performance long-tail words will gradually deteriorate, but at this time you don't know other high-performance search terms. ③What words are generally used as hidden keywords? Don't pile up. Use multiple angles and channels to leave spaces, colors, sizes, usage scenarios, and user groups. Don't keep using the same word over and over again. ④ How to bid high or low, and should you bid according to the recommended bid? When a new product is just being promoted, because the natural ranking and historical data are very poor, at this time, high bidding and low prices are used to improve the natural ranking. When your natural ranking is getting higher and higher, and the relevance of the keywords and products is getting higher and higher, you will find that the CPC will automatically decrease. At this time, the bid can be lowered, but the exposure will not decrease. If your bid is much higher than the CPC, if you want to increase the exposure by increasing the bid, this is no longer possible. |
