Novice sellers - the first step to improve refined operations - start keyword mining and optimization

1. Manual advertising vs. automatic advertising

(II) Three steps to start manual advertising for product promotion

(III) Analysis of the primary elements of keyword placement

1. Manual advertising vs. automatic advertising

Why enable manual advertising?

Through automatic advertising, we have found customer search terms with good performance. At this time, we need to optimize the ads. Automatic advertising is based on the match type and cannot bid for high-performing terms separately. Manual advertising is based on one keyword, one match type, and one bid. Manual advertising bids for us at the keyword level, which can achieve more refined management of our ads. At the beginning, 70% of the budget may be on automatic advertising, which automatically finds high-performing terms. After turning on manual advertising, the budget should be gradually transferred to manual advertising.

(II) Three steps to start manual advertising for product promotion

(III) Analysis of the primary elements of keyword placement

Keyword classification

Source of keywords: Automatic advertising search term report

What are high-performing search terms?

Shared by big sellers: All words that generate orders in automatic ads are put into manual ads. At the same time, for automatic ads, words with good exposure and clicks are also taken out for manual ads, but the bid is low. If the exposure is relatively low, there are clicks, but the conversion rate is relatively low, you can deny it in the automatic ads.

Example:

Select keyword matching type

Summary of three keyword matching methods

When is broad match recommended?

When is phrase matching recommended?

When is exact matching recommended?

Bidding for keywords

Bidding for keywords

Negative Keywords

Negative Keywords - Use Cases

Manual advertising FAQs

Keywords Other sources

Keywords Other sources - Case analysis

①What is the difference between negative placement on a campaign and negative placement on an ad group?

It is recommended to operate at the ad group level. The ad group level is more refined and different negative words can be set for each ad group.

②Should the listing be changed frequently?

When running automatic advertising at the beginning, many sellers found that there was a lot of irrelevant traffic. At this time, you must optimize your page. You can change the Listing at this time. In the early stage of ASIN, the start-up stage and the growth stage, those good words can be buried in your page to increase the weight of these words on your page. If the system believes that the word is highly correlated with your page, the bidding does not need to be very high. Change it according to the data and don’t change it frequently. If the acos is very stable in the later stage, it is recommended not to change the page easily at this time.

③What should I do if there are orders from natural traffic but no orders from advertising?

At this time, lower the overall bid and increase the bid on the search results page.