New changes to advertising! Amazon will help you optimize

Let’s first take a look at the presentation of the brand promotion function to help us understand this new change.

What is framed in the picture is the display position and form of brand promotion. There is no doubt that this is a display position that occupies the most popular search position, and the exposure and display volume it brings can be imagined.

The display content of the brand promotion function is divided into three parts:

1. Brand Logo

2. Customize the title

3. You can choose up to three ASIN products to display

What has changed is the display mechanism of these three products. In the past , the sellers had to manually select which products to display in these three positions, and they would be displayed based on the products they selected.

This new automatic adjustment feature allows the algorithm to match all products in the seller’s flagship store/landing page based on the words searched by the buyer, and select the three products with the highest matching degree to display.

Before this, sellers may need to set up different advertising groups based on the keywords corresponding to different products so that consumers can see product ads related to their search terms.

After the new matching mode is launched, sellers only need to set the corresponding keywords and Amazon will automatically display what consumers want to see.

According to the information currently released by Amazon, this new matching algorithm makes a comprehensive judgment based on the correlation between product content and search terms, as well as the sales performance of the seller's products. The matching results are relatively reliable.

This is definitely good news for sellers who operate different products at the same time. Automatically matching the most relevant products not only reduces the seller’s workload, but also improves conversion efficiency.

Brand promotion, also known as headline advertising in the past, was once a function that only suppliers and AMS accounts could use. Since it was delegated to ordinary accounts, it has been discussed and paid attention to by sellers.

Compared with Sponsored Products, brand promotion has many advantages, the most important of which is that the display position is much better. Needless to say, as you can see above, brand promotion is displayed at the top of the page.

In addition, brand promotion has more matching mechanisms and can cover a wide range of potential customers browsing the Amazon website.

More matching mechanisms mean that the traffic brought by the display is more accurate and the chance of a deal is higher.

The advantages are so obvious, why wouldn’t everyone be scrambling to use them?

Behind the advantages of brand promotion, there are also many disadvantages. For example, if the bidding fails to get the best top position, the display volume of other positions will be worrying. In addition, the bidding price for brand promotion is relatively high, and many sellers are scared off by the bidding price.

To sum up, the advantages and disadvantages of brand promotion are very prominent. It is obviously not suitable for novices to spend money to promote rankings. The usage of brand advertising is actually the same as its name. It is suitable for sellers who already have a lot of stable orders and need to increase their brand awareness.

Sellers who want to try the brand promotion function should pay attention to the following two points after this revision:

1. Only newly created brand promotion plans will have this automatic adjustment function. Old advertising groups need to be deleted and re-created.

2. With the addition of the automatic product matching function, there may be a situation where the custom title and the displayed products do not match. When setting this place, be careful not to use certain specific words.

Sellers who want to know the detailed setting steps can scan the QR code below to get a brand promotion setting skills package from me~

PS. If you want to join the seller discussion group, you can also private message me to let me add you to the group

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