Both rely on using keywords to help customers find your product.The use of one or the other will depend on the needs of each seller, the type of product and the sales strategy that you want to follow.
The use of advertising campaigns is becoming essential to sell your products on Amazon in a stable and secure way. However, many times it can be difficult to know which is the best option out of all those available in the Sponsored Products section .
When asked what kind of advertising campaign it is preferable to invest in, in automatic or manual, at EN Marketing Agency (ENMA) we have clear ideas: in both .
In the hybrid model, the two types of advertising campaigns are retroactivated, so it is considered the most effective most of the time, as data from one campaign can be used to take advantage of another.
On the other hand, it is important to underline that the decisive factor in a campaign within Amazon are the keywords, through which you will be able to reach potential customers.
Below, we explain what each type of campaign consists of and how you can benefit from them.
Automatic campaigns
They are ideal for connecting with the One Click Payment (PPC) system. In this case, Amazon is in charge of selecting the keywords that will guide customers to your product.
Once you have selected the inventory items you want to advertise, the platform lets you choose the type of coincidence, that is, with what kind of products or search terms you want yours to be related to:
Close match: related words or products that would be the descriptive terms of your product, based on titles, descriptions, bullet points , etc.
Loose match: products that have to do with but are further away.
Substitutes: Amazon will show your ad to shoppers who view the detail pages of products similar to yours..
Complements: Amazon will show your ad to shoppers who view the detail pages of products that complement your product.. For example, if our keyword is "premium gin", the browser will match anything to do with gin, including glasses, spices, or a book for making cocktails.
Depending on the strategy you adopt, you will need to increase the bid for one type of match or another to better position your product on the platform. Additionally, there is an option to block items that Amazon relates to you if you don't care about that type of match.
Manual campaigns
In this case, since you are the seller, YOU choose the keywords that will drive your campaign by segmenting the ads. To do this, do some good keyword research and determine the type of segmentation that best fits your business goals. There are three types of concordance or coincidence:
Broad: Amazon may increase the reach of your keyword by using variations such as plurals, abbreviations, use of a single word (in case a keyword consists of more than one), change the order or add terms.
Phrase: this is more restrictive than the previous one and needs the keyword to appear exactly as you wrote it.
Exact: Only ads will be shown if shoppers use the term you selected.
However, the most important aspect of manual campaigns is the ability to bid for each keyword . This involves developing different strategies to make a bigger profit based on your budget.
Hybrid campaigns - the most complete option
In general, automatic bells are ideal for launching a new product within Amazon. This is due to the fact that at the beginning it is difficult to know what the buyers' behavior will be. Furthermore, it is not even known what search terms are used to find it or what the status of that market is.
On the other hand, manual campaigns are very useful when you know the sector very well, the competence and when the keywords are clear. In this way, it will be easier to advertise your products where you want and when you want.
At EN Marketing Agency we think that the ideal is to combine both models, starting with an automatic campaign from which to extract the keywords with the best profit and observe how the advertised products behave. Afterwards, you can start using the manual, checking the keywords as you like, investing more or less funds to control the campaign in a more complete way.
However, switching from automatic to manual campaign does not mean abandoning the former, since it is a good option to keep both active and use them at the same time, thus obtaining results and profit from the keywords that can be decisive for achieving success.
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