创建展示广告活动

展示型推广活动使用自动生成的展示广告素材,可以帮助激发顾客的购买欲望,并且在外观和感觉上与亚马逊一致。

要创建展示型推广活动,请执行以下操作:

  1. 转到“广告活动管理”,点击创建广告活动,然后选择展示型推广。

  2. 在设置部分输入信息。

    1. 广告活动名称: 您选择的广告活动名称只有您可以在“广告活动管理”中查看。它不会出现在您的广告中,顾客无法查看。您可以根据要推广的商品类型或季节性商品来为广告活动命名,这很有帮助。

    2. 每日预算: 每日预算是指您愿意在一天内为广告活动支出的平均金额。它分摊在一个月内,适用于该月内的每一天。详细了解每日预算

    3. 开始/结束日期: 选择适合您的开始日期和结束日期。您可以立即开始您的广告活动,也可以设置未来的开始日期。您可以随时暂停广告活动,并在稍后重新启动。

  3. 通过在【创建广告组】部分输入标题来创建广告组

  4. 选择一个可用的投放选项。详细了解展示型推广投放

  5. 选择要推广的商品。

  6. 如果您选择了“商品投放”,则可以添加自定义标题和您的品牌徽标来自定义您的广告素材。

    注意: 无法更新没有标题和徽标的现有广告活动。要向正在开展的广告活动中添加自定义标题和您的品牌徽标,您可以停止广告活动,然后创建新的广告活动。

  7. 输入您的竞价。详细了解竞价

  8. 提交您的广告。在提交之前,请检查所有信息,确保顺利通过审核。

没有自定义广告素材的广告活动通常可以在您提交后的 1 到 2 小时内上线。对于具有自定义广告素材的广告活动,您的广告通过我们的审核后,广告活动才能上线。我们会向您发送电子邮件,告知您的广告是否获得批准或是否需要进行更改。审核流程通常会在 24 小时内完成,但最长可能需要 3 个工作日。

注意:

  • 您还可以为【浏览】受众批量创建展示型推广活动,方法是使用批量操作。

  • 展示型推广广告仅在首选商品来自广告卖家时投放。

商品选择

展示型推广的商品投放可识别每个 ASIN 的首选商品来自哪个供应商。因此,仅当亚马逊是您添加到新商品投放广告活动的任何 ASIN 的首选商品供应商时,供应商的广告才会投放。这可确保您仅为自己的品牌商品的促销和直销付费。如果您想推广您直接向顾客提供的任何商品或您作为供应商提供的任何亚马逊物流 (FBA) 商品,您可以改为在卖家账户中创建展示型推广活动。

展示型推广广告仅在首选商品来自广告卖家时投放。


 亚马逊官网原文详情:

Create a Sponsored Display campaign

Sponsored Display campaigns use auto-generated display creatives to help inspire purchase and have the familiar Amazon look and feel.

To create a campaign for Sponsored Display:

  1. Go to the campaign manager, click Create campaign, and select Sponsored Display.

  2. Enter information in the Settings section.

    1. Campaign name: The campaign name you choose will be seen only by you in the campaign manager. It won't appear in your ads and will never be visible to shoppers. It's helpful to name your campaign based on the type of products you'll be advertising, or seasonal products you'll promote.

    2. Daily budget: The daily budget is the average amount you’re willing to spend on a campaign in one day. It’s spread out over 1 month, and applied across all the days in that month. Learn more about daily budget

    3. Start/End Date: Select a start and end date that works for you. You can start your campaign immediately, or set a start date in the future. You can pause a campaign at any time and start it up again later.

  3. Create an ad group by entering a title in the Create an ad group section.

  4. Select one of the available targeting options. Learn more about Sponsored Display targeting

  5. Select the product you want to advertise.

  6. If you selected product targeting, you can add a custom headline and your brand logo to customize your creative. Make sure that your headline meets all Sponsored Display Creative Acceptance Policies.

    Note:

    • Existing campaigns without headline and logo can’t be updated. To add a custom headline and your brand logo to an active creative, you can stop the campaign and create a new one.

    • Campaigns with headline and logo may only contain up to 100 ASINs.

  7. Enter your bids. Learn more about bidding

  8. Submit your ad. Before submitting, review all of your information to ensure you're happy with the results.

Campaigns without custom creatives are generally eligible to go live 1 to 2 hours after you submit them. For campaigns with custom creatives, your ad will go through our review process before your campaign goes live. You can check if your ad was approved or if changes need to be made in the Creative tab within the campaign manager. If changes need to be made, you'll be able to edit your custom creative instead of creating a new one. The review process is usually completed within 24 hours, but may take up to three business days.

Note:

  • You can also create Sponsored Display campaigns for the Views audience in bulk using bulk operations.

  • Sponsored Display ads will only serve when the featured offer is from the advertising seller.

Product selection

Product targeting for Sponsored Display recognizes which supplier is the featured offer for each ASIN. Therefore, ads for vendors will serve only if Amazon is the featured offer for any ASINs you add to your new product targeting campaigns. This ensures that you only spend on the promotion and direct sale of your brand's products. If you'd like to advertise any products you supply directly to customers, or any products fulfilled by Amazon (FBA) where you’re the supplier, you can create Sponsored Display campaigns in your seller account instead.

Sponsored Display ads will only serve when the featured offer is from the advertising seller.

 文章来源:亚马逊官方网站