As you can imagine, this type of campaign makes the advertiser’s job much simpler, since there is no need to worry about campaign configuration and, in theory, the system always optimizes to achieve the best results. The major drawback of this type of campaign is that they usually have higher costs , since Amazon focuses on several keywords at once.
Manual campaigns in Amazon Advertising
In this type of campaign, the advertiser must set up the campaign, entering the keywords they want to compete for and deciding the bid for each of them. It is important to note that this bid can be decided individually for each keyword, meaning you can pay more or less depending on the expected performance or other factors.
In addition to entering the keywords
You want to compete for, in manual campaigns you will also need to choose targeting – that is, the degree to which you want the keyword and search terms entered by users to match. There are three main options here:
Broad targeting
When you target your keywords broadly, you’re telling Amazon Special Database to show your ads whenever the search term contains the words in your keyword.
It doesn’t matter if the words are out of order
Or if there are other words before, after, or in between them. For example, if we choose “travel suitcase” as a broad match keyword, the ad could appear when users search for “red 35 liter travel suitcase” or “red 35 liter suitcase for travel,” for example.
Manual campaigns – broad targeting –
Amazon Advertising
Phrase targeting
If you choose phrase targeting, Amazon will show your ads when the search term (what the customer typed into Amazon) contains the exact phrase of your keyword, but you can add more words before or after. Using the example above, your ad would appear for the search term “red 35 liter travel suitcase” but not for “red 35 liter travel suitcase.”
Manual campaigns – phrase targeting – Amazon Advertising
Exact targeting
Finally, if we choose exact targeting, the ad will only be displayed 100% Accurate Lebanon Phone Number Address for verification the search term and the keyword match completely, without adding extra words. That is, the ad would only appear if the user searches for “travel suitcase.”
Manual campaigns – exact targeting – Amazon Advertising-3
Now comes the million-dollar question: what is the most appropriate targeting ?
The answer depends a lot on the advertiser’s needs and the peculiarities of the campaign. If we choose broad targeting, we run a greater risk of including search terms that are not really significant. Exact targeting is more focused and better suited to your product, but it may not cover a sufficient number of searches to achieve good results.
