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 Ad Strategies
03/ Common Ad Reports
Matching Types and Purposes#
- Automatic Ads: Mainly used for link recognition and extraction + expanding keywords + optimizing copy + expanding ASINs for ad delivery;
- Broad / Phrase Match: Expand appropriate keywords through order expansion links;
- Exact Match: Improve keyword natural rankings through effective orders;
- ASIN Targeting: Seize competitors' 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 ad 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 based on ACOS.
Holiday Ad Expansion#
- During holidays with high traffic, it is recommended not to change the core ad groups that are grabbing positions;
- Increase the bid selection for broad traffic groups, only reduce it, and try to grab more broad traffic. Holiday conversions are higher than usual, so this traffic can be captured;
- Create a few large groups, pull in all the ordered words to do broad only reduction, negate by clicks, observe in real-time for any issues, and 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, the holiday broad traffic pool.
Common Ad 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 ad reports. It is recommended to set them to automatically download monthly reports so that you can access the relevant ad data when needed. There are many other types of ads available for download based on your needs.