What is Amazon manual advertising? Amazon manual advertising review

Payment

When consumers click on your ad through a search keyword, they will enter the product details page and pay only when the ad is clicked. By default, an IP will only be charged once for searching the same keyword within 24 hours, and Chinese IPs will also be charged.

Location

After searching for relevant keywords in the Amazon search box, Amazon will display advertising spaces with sponsored logos in the results.

How to choose keywords

1. Enter keywords in the front-end search bar, a drop-down menu will appear, and select keywords from the menu to use.

2. Hot words in the titles and reviews of the top selling listings for the same product.

3. The corresponding categories and the category navigation bar on the left side of the Amazon front desk. As shown in the figure:

4. Refer to other platforms, such as WISH and EBAY, for hot words for the same product.

5. You can also get the software through some keywords, such as Google keywords, merchantwords, Amzdatastudio, Scientificseller, etc.

How to set up ads

First, log in to Seller Central and visit the Campaign Manager section in the Advertising tab.

Next, confirm that your payment information is correct and select "Create Campaign." You will not be charged until your ad is clicked.

Create a campaign – Name your campaign

Determine your average daily budget

Set start and (optional) end dates

Select the type of ad placement

Create Ad Group – Name your ad group

Set a default bid

Create an ad group – Add keywords *Only for campaigns using manual targeting

How to optimize your ads

1. Adjust keywords

(1) Use the Search Term Report to identify high-performing customer search terms and consider adding these as exact match search terms, then adjust your bids to increase impressions.

(2) Look for SKUs with fewer than 5 keywords in your manual targeting campaigns and consider adding more keywords to your ad groups.

2. Adjust your bids

(1) Compare your current keyword bids with the suggested bids and your actual cost per click to set your bidding strategy.

(2) Identify keywords with low impressions and consider increasing your maximum bid.

3. Add advertising

(1) Use the Other ASINs report to identify other ASINs that have sold and see which ads (promoted ASINs) and keywords contributed to those sales.

(2) Consider creating new ads for other ASINs in this category and their related keywords.

4. Adjust your daily budget

For campaigns that are trending over budget but are generating high performance, consider increasing your daily budget to avoid potential loss of sales.

Report Indicator Definitions

Impressions: The number of times your ad was shown.

Clicks: The number of times your ad was clicked by shoppers on Amazon.com.

Advertising Cost: The total amount of click charges accrued by your advertising campaigns.

Sales: Product sales generated within a week through clicks on your ads

Advertising cost-to-sales ratio: advertising cost of sales – ratio of sales spent on advertising to total sales

Cost per click: Also known as CPC, you pay for each click on your ad.

Click-through rate: Also known as CTR, the percentage of clicks to total impressions.

Conversion rate: The number of sales transactions, the percentage of ad clicks that lead to sales

The above are important indicators for analyzing advertising.

References

• 1. Introduction to Amazon product promotion: Official website [cited on 2019-01-15]