自动和手动定位

“定位”是指使用关键词和商品在搜索结果页和商品详情页面上向相关买家展示您的广告。对于商品推广活动,您可以创建两种类型的定位:自动定位和手动定位。

自动投放

通过自动定位,我们会将您的广告与关键词以及与您广告中商品相似的商品进行匹配。我们会根据与您的商品信息相关的买家搜索为您选择关键词和商品匹配。自动定位可让您轻松快速地创建广告活动。广告活动投放后,您可以在“广告活动管理”中查看广告活动业绩,以监控广告的展示次数和点击次数,并修改定位以实现业务目标。

如果您选择自动定位,我们会为您使用多种默认策略,将您的广告与寻找您商品的买家进行匹配。例如,如果您的商品与买家的搜索结果紧密匹配或松散匹配,您的广告就有可能在搜索结果中显示。同样,我们将向查看您的广告商品的替代品或补充品的商品详情页面的买家显示您的广告。在创建广告活动后,您可以在“广告活动管理”中查看这些不同的定位策略(即,紧密匹配、松散匹配、替代品和补充品),并进行更改以满足您的广告活动目标。例如,您可以提高一个策略的竞价(相对于另一个策略),以实现您的目标。

手动投放

对于拥有定位经验的更多高级广告主而言,手动定位有助于针对性地定位关键词和商品。您可以为关键词选择不同的匹配类型,并选择与您的商品相关的分类、商品、品牌或功能。


 亚马逊官网原文详情:

Automatic and manual targeting

Targeting uses keywords and products to show your ads on search and detail pages to relevant shoppers. For Sponsored Products campaigns, you can create two types of targeting: automatic and manual.

Automatic targeting

With automatic targeting, we match your ad with keywords and products that are similar to the product in your ad. We choose keyword and product matches for you based on shopper searches related to your product information. Automatic targeting allows you to easily and quickly create a campaign. After your campaign has been running, you can view your campaign’s performance in campaign manager to monitor impressions and clicks to your ad and modify the targeting to meet your business goals.

When you choose automatic targeting, we use multiple default strategies on your behalf to match your ad to a shopper looking for your product. For example, your ad will be eligible to be shown in the search results if your product closely or loosely matches searches results from shoppers. Similarly, we'll show your ad to shoppers who view the detail pages of products that are substitutes or complements of your ad products. After you create your campaign, you can view these different targeting strategies (i.e., close match, loose match, substitutes and complements) in campaign manager and make changes to meet your campaign objectives. For example, you can increase your bid for one tactic versus another to meet your objectives.

Manual targeting

For more advanced advertisers who have targeting experience, manual targeting helps you to specifically target keywords and products. You can choose different match types for keywords, and choose categories, products, brands or features related to your product.

 文章来源:亚马逊官方网站