After running automatic ads for a while, what should I do if the core keywords have high costs but average conversion rates? – Amazon Advertising 1000 Questions Series 1

What to do when core keywords have high costs and average conversion rates after running automatic ads? - Amazon Advertising 1000 Questions Series 1

1. During periods of low traffic in local time at night, should I turn off advertising campaigns? We do not recommend turning advertising on and off at will, and suggest that you set “no end date” for regular advertising campaigns (excluding special holiday advertising campaigns). Keeping advertising campaigns on helps the system better understand your products, continue to gain exposure, and not miss traffic opportunities. In addition, frequently turning advertising on and off may result in loss of historical data, which is inconvenient for subsequent analysis and optimization of advertising. Extension: Under the pay-per-click (CPC) model, advertising exposure is not charged, oh! Only when consumers click on your ad will you be charged. —————— 2. Can I write my competitors’ brands in my own keywords? You can add competitor brand words to your keyword advertising. However, it should be noted that you cannot write it in the product detail page (listing), as this behavior may involve infringement. —————— 3. Is “7 Day Total Orders” in the advertising report only inclusive of sales data from the past 7 days? The “7 days” in the report refers to the sales attribution period of the advertising campaign, which means that if a consumer clicks on your ad, any purchase conversions made within 7 days will be attributed to that click. Extension: The attribution period for product promotion is 7 days, for brand promotion it is 14 days, for display promotion it is 14 days, and the advertising attribution logic: click attribution is prioritized over browsing attribution. —————— 4. If I have enabled precise matching for keywords in product promotion advertising campaigns, do I still need to enable phrase or broad matching? Will they compete with each other? They will not compete with each other, as different matching methods for keywords mean different types of traffic entry. For example, if you enable both precise matching and phrase matching for “boy sneakers”, your ad may be displayed when consumers search for that keyword or “boy sneakers waterproof”. Multiple matching methods can help you expand traffic and achieve the goal of expanding search terms, accumulating more effective keywords for precise targeting in the next step. Extension:

  • Broad Match: If a consumer’s search term includes all of the keywords or close variants (such as acronyms, stems, abbreviations, and accents), it can be matched. Jumbled search terms can also be matched with keywords. Matchable search terms: wireless bluetooth speaker; speaker wireless Unmatchable search terms: wireless headphone Use case: Open advertising, new product cold start, and continuous brand building phase can give your ads a lot of exposure opportunities.
  • Phrase Match: The consumer’s search term must match the exact word order of the phrase, phrase variant, or their variants for the ad to be displayed. In other words, no word can be split, inserted, or reordered. Compared with broad matching, it is more restrictive.
  • Matchable search terms: bluetooth wireless speaker; wireless speaker case Unmatchable search terms: wireless bluetooth speaker Use case: When your product word is a homonym or easily ambiguous, you can add limiting words to form fixed phrases to narrow the matching range and improve matching accuracy. For example, glasses can mean glass, wine glass, or eyeglasses. If you want to open ads for red wine glasses, you can set wine glasses as a keyword and choose phrase matching. Another scenario is when your product word is originally a proper noun consisting of two or more words, such as makeup brush.
  • Exact Match: The consumer’s search term must exactly match the keyword (recognizable in singular or plural) for the ad to be displayed. Exact match is the most restrictive matching type, but it is more closely related to the consumer’s search. Matchable search terms: wireless speaker, wireless speakers Unmatchable search terms: wireless speaker case; bluetooth wireless speaker Use case: When broad matching and phrase matching accumulate to some high-quality keywords, such as long-tail keywords, you can set exact matching for further placement.

—————— 5. What are the methods to collect keywords when promoting new products? We recommend that you collect keywords from multiple channels before promoting new products:

1. Recommended keywords from Amazon Advertising Platform.

2. Recommended keywords from the dropdown box in Amazon’s front-end search.

3. High relevance customer search terms in the “search term report” of automatic advertising, if it has been turned on.

4. High relevance keywords obtained through researching competitor listings.

5. High relevance keywords in Amazon Brand Analytics (ABA) “Keyword Search”.

6. High relevance search terms under the sub-market in the Business Opportunity Detector.

—————— 6. What are the suggested optimizations when encountering core keywords with high cost but average conversion rate after running automatic advertising for a period of time? In this case, we suggest that you:

1. If the conversion is 0, consider accurately negating the keyword in automatic advertising to reduce unnecessary advertising costs in the current stage.

2. If there is a certain amount of conversion and the core keyword is highly relevant to your product, you can open a manual keyword (exact match) advertising campaign specifically for it, controlling the budget and bid, and continuously establishing the association between the listing and the core keyword.

3. Continuously improve the conversion possibility brought by the keyword, such as optimizing the listing, improving product prices, reviews, star ratings, etc. to increase sales, thereby enhancing the competitiveness of your advertising under the core keyword.

Extension: Negative keywords are divided into exact negative and phrase negative. Friendly reminder, please use exact negative for core keywords! Phrase negative may “injure” the traffic of other words related to this core keyword.

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