Amazon has a total of four types of ads and multiple matching methods. The most frequently asked questions are about when to use various matching types. Today, I will talk to you about the types of ad matching.
Table of Contents#
01/ Matching Types and Purposes
02/ Holiday Advertising Strategies
03/ Common Advertising Reports
01 / Matching Types and Purposes#
- Automatic Ads: Mainly used for link recognition and extraction + expanding keywords + optimizing copywriting + expanding ASINs for ad delivery;
- Broad / Phrase Match: Expand suitable keywords through order expansion links;
- Exact Match: Improve keyword natural rankings through effective orders;
- ASIN Targeting: Seize opponents' orders and protect your own link positions below;
- Category Targeting: Increase product exposure
The above are some common ad matching types on Amazon, suitable for SP, SD, SB ads. Pay attention to the ad situation in a timely manner to avoid ineffective ads. In addition to using fixed bidding for exact matching, other matching types can be used to reduce and save advertising costs. If the ad performance is poor, you can also try different matching methods for testing. Do not be too rigid in your thinking.
Keywords for ranking should be conversion-oriented, while others can be ACOS-oriented.
02 / Holiday Ad Expansion#
- During holidays with high traffic, it is recommended not to change the core ad groups that grab positions;
- Increase the bid selection for broad traffic groups and try to grab more broad traffic by lowering the bid. Holiday conversions are higher than usual, so this traffic can be captured;
- Create a few large groups, include all order words for broad lowering, and observe in real-time based on clicks. Grab positions for all traffic words;
For other parts, follow the previous ad framework and increase the budget to get more clicks. This part serves as an expansion, a holiday broad traffic pool.
03 / Common Advertising Reports#
- Product Promotion Search Term Report [Summary]
- Product Promotion Promoted Products Report [Summary]
- Product Promotion Purchased Products Report [Summary]
- Product Promotion View Effect by Time Report [Daily]
- Product Promotion Ad Placement Report [Summary]
- Product Promotion Search Term Impression Share Report [Daily]
- Brand Promotion Search Term Report [Summary]
The above are some common advertising reports. It is recommended to set them to automatically download monthly reports so that you can access the corresponding ad data when needed. There are many other types of ads available for download based on your needs.