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1. Why use the negative delivery function? Sellers of high-end bags, with an average product price of more than US$500, use the category keyword women bag and use broad match. The advertising goal is to fully expose and continuously collect high-performance customer search terms as new keywords. After a while, I found that I was matched with the search term "affordable women bag". Many clicks were generated under this search term, but no conversions were brought. How can I avoid being matched with this search term? --Use the negative delivery function reasonably to avoid unnecessary expenses! Set affordable as negative delivery - phrase negation to further optimize the accuracy of traffic (II) Negative delivery function Negative targeting is applied at the ad group level -Reduce unnecessary advertising (irrelevant traffic) -Can be used to exclude poorly performing keywords/deliver ASINs to improve ad performance (traffic that cannot be converted for a long time) Risks to be aware of: Excessive use of negative delivery will cause the overall traffic of the ad account to be too low and block high-quality traffic PS: Even if the conversion rate of a big word is very low, don’t deny it easily, otherwise it will cause low overall traffic. The system will automatically determine that this big word is irrelevant to the product, and you can adjust the bid to a very low level. (III) Negative placement types of product promotion (1) Matching type of negative keywords Deny precise usage scenarios Eliminate search terms that are not highly relevant For example, if you sell pure gold necklaces and some gold-plated earrings, you don’t want buyers who want to buy gold-plated necklaces to find you, but you still want sellers who want to buy earrings to find you. You can set “gold plated necklace” as an exact negative. Negative phrase usage scenarios Remove words that you don’t want to be associated with your product or brand If a seller sells high-end bags with a relatively high unit price, he can use a negative phrase for the word cheap. - If the negative phrase negates the word cheap, the word will not be displayed when the customer searches for cheap bag or bag cheap (2) Negative placement type - Negative product placement Negative product placement: Set negative products in the last step of creating a manual campaign in Advertising Console (after filling in the bid). Negative Brand: Negative all ASINs under the selected brand Examples of negative brand usage scenarios: Through data, it is observed that when the promotional product advertisement appears on the product details page of a big-name product with a strong brand effect, no conversion can be generated even if the price is low. Negative products: Custom upload the ASIN you want to negate Examples of scenarios where products are not accepted: Through data, it is observed that when the promotional product advertisement appears on the product details page of a specific product, it cannot generate conversion for a long time due to lack of competitiveness. PS: Negative delivery is mainly used for precision advertising. In the early stage of casting a wide net, when you need to test customer search terms, the proportion of automatic advertising is relatively high. As time goes by, the proportion of precision advertising continues to increase. The main research is the negative delivery of precision advertising. In addition, automatic advertising itself is low-bid and low-budget. If you set too many negative delivery, it will lose its function. (IV) Automatic advertising negative keyword placement (1) Source of automatic advertising negative keywords---search word report Irrelevant traffic from automated advertising: deny it immediately! -Automatic ads are a great way to review your listings! -If the proportion of irrelevant traffic generated by automatic advertising is large, re-examine whether the settings of the listing background classification nodes, hidden keywords, and front-end titles, five-point descriptions, product descriptions and other display elements are reasonable. Traffic from automatic ads that is related to the product but has no conversions: It is recommended to deny it carefully, but lower the bid of the corresponding matching method to tilt the budget. - Consider adjusting the match type first For example, if the conversion rate of broad match is very low, you can consider lowering the bid of broad match to see if this will have any effect. PS: This does not mean that you cannot set negative delivery, because setting negative delivery will reduce the relevance to this word. If the big word is closely related to you, the first step is always to consider lowering the bid. Do not easily reduce your relevance to this word, which will easily lead to an increase in CPC. (2) Frequently asked questions by sellers ① Take it out and type in the high-performance customer search terms manually After taking out high-performance search terms from automatic advertising and manually placing them as keywords, do you need to deny these terms in the original automatic advertising group? · No negation is recommended 1) There is no competition between keywords placed under the same account 2) Set as negative to affect the relevance of the product and these words themselves 3) The purpose of automatic ad groups is to continuously accumulate high-performance customer search terms. As long as ACOS is within an acceptable range, it is not recommended to set too many negative keywords in automatic ad groups. ② After using the high-performance keywords found in the automatic advertising search term report for manual advertising, not only did the CPC increase, but no orders were generated? Question review: Are these high-performance keywords negated in the automatic advertising, reducing the relevance of the high-performance keywords themselves and the product? Solution: Remove negative keywords, consider reducing or stopping the placement of poorly performing matches, and shift the budget to the best performing matches (V) Automatic advertising denial of product placement Negative product targeting: Set negative product targeting as the last step in creating an automatic campaign in Advertising Console Example of usage scenario: Through data observation, when the promotional product advertisement appears on a specific product detail page, due to insufficient competitiveness and low relevance, when no conversion occurs for a long time, consider setting the ASIN as negative placement. Frequently asked questions for sellers Question: I found that all the automatic ads in the data report are other people's ASINs, and there is no conversion. Should I deny these ASINs? ① At this time, we should first check the bidding. Relatively speaking, the CPC on the product details page will be lower, and the CPC on the search results page will be higher. If the historical ranking is not good and the bidding is very low, the system will easily put the product on the product details page, resulting in all ASINs in the search term report. At this time, we need to adjust the bidding strategy ② Review the listing while reviewing the bid to see if there are not enough words embedded on the page. In many cases, if there are not enough words embedded, it will affect the relevance of the page. Automatic advertising ASIN source - search term report Negative product strategy: Set ASINs in the search term report that are not highly relevant to the category or have not been converted for a long time as negative placements to improve the input-output ratio If the proportion of ASINs in the search terms generated by automatic advertising is particularly high, review the bidding, listing, and bidding strategy (consider slowly tilting the bidding on the homepage of the search results page and continue to observe the effect) (VI) Summary of automatic advertising negative delivery strategy Negative keyword placement ① Negative keyword placement matching type: Negative precision & negative phrase ② Negative keyword sources - search term report Irrelevant traffic - immediately deny Relevant traffic - it is recommended to use negation with caution (the purpose of automatic advertising is to increase exposure and collect high-performance customer search terms) · Negative product placement ① Set irrelevant or non-convertible ASINs as negative ② If the automatic advertising goal is to run the word, but there are many ASINs running, it is recommended to try to increase the bid, embed the word in the listing, increase the bidding measures in the first place on the search results page, and do not set all ASINs as negative |
