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 about the types of ad matching.
Table of Contents#
01/ Matching Types and Purposes
02/ Holiday Ad Strategies
03/ Common Ad Reports
01 / Matching Types and Purposes#
- Automatic Ads: Mainly used for link recognition and expansion of keywords, optimizing copy, and expanding ASINs for ad delivery;
- Broad / Phrase Match: Expand appropriate keywords through order expansion links;
- Exact Match: Improve the natural ranking of keywords through effective orders;
- ASIN Targeting: Seize competitors' orders and protect the pit below your own link;
- Category Targeting: Increase product exposure
These are some common ad matching types on Amazon, suitable for SP, SD, SB ads. It is important to pay attention to ad performance and use negative keywords to avoid ineffective ads. Apart from using fixed bidding for exact matching, other matching types can be used to reduce and save ad costs. If the ad performance is poor, try different matching methods for testing and avoid being too rigid in your thinking.
Keywords for ranking should be conversion-oriented, while others can be based on ACOS.
02 / 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 but lower it, try to grab more broad traffic as holiday conversions are higher than usual, and this traffic can be captured;
- Create a few large groups, include all ordered words and do broad lowering, observe in real-time, and grab positions for all traffic words;
For other parts, follow the previous ad framework, add some budget to get more clicks, as an expansion, for the holiday broad traffic pool.
03 / Common Ad Reports#
- Product Promotion Search Term Report [Summary]
- Product Promotion Promoted Product Report [Summary]
- Product Promotion Purchased Product 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]
These 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.