关键词定位和商品定位

您可以通过按关键词定向或使用商品定向来确定您的广告有资格在哪些场景中投放,以获得展示次数。

关键词和商品定向选项因您使用的广告活动类型而异。关键词定向适用于商品推广和品牌推广活动。商品定向适用于商品推广、品牌推广和展示型推广活动。展示型推广活动可配置为通过各种第三方出版商吸引亚马逊网站外的受众。

关键词定向

通过关键词定向,您可以选择关键词以在顾客搜索结果和商品详情页中展示您的商品。如果您知道顾客在搜索与您的商品类似的商品时所用的搜索词,请使用此策略。

例如,如果您的商品为手机壳,您可以选择关键词“手机壳”。 当顾客使用搜索词“手机壳”搜索商品时,您的广告就有可能展示在搜索结果和商品详情页中。

商品定向

通过商品定向,您可以选择与您的广告商品相关的特定商品、品类、品牌或其他商品功能。使用此策略有助于顾客在浏览商品详情页和品类时发现您的商品,或者对于商品推广和品牌推广,使用此策略有助于顾客在亚马逊上搜索商品时发现您的商品。您可以单独定向投放品类和商品,也可以在同一广告活动中定向投放品类和品牌的组合。

为了帮助您开始使用,我们在“商品定向”部分的“建议”选项卡下提供了定向建议。为了防止不必要的展示,您可以指定不将广告与之匹配的品牌和 ASIN 的否定列表。

例如,如果您的广告中的商品是“品牌 A”女鞋,您可以选择针对与“女款跑鞋”品类相关的所有搜索结果和商品详情页投放该品类。您还可以选择定向投放品牌“品牌 B”,因为它是与“品牌 A”类似的品牌,或者您可以定向投放价位、星级评分或类似商品的变体。

“品类”选项卡

在“品类”选项卡中,您可以根据与商品的相关性定向投放相应的推荐品类。您还可以按品类搜索,也可以浏览“搜索”字段下方列出的品类。其他细化品类适用于商品推广、品牌推广和展示型推广:

  • 借助商品推广和展示型推广,您可以按品牌、价格范围、评论星级评定和 Prime 配送资格细化品类。

注意: 对于“玩具和游戏”品类中的商品推广和展示型推广,您可以按商品的适用年龄范围进行细化。对于图书和电子书,您可以按流派进行细化。

  • 借助品牌推广,您可以按品牌、价格范围和评论星级评定细化品类。

“商品”选项卡

在“商品”选项卡中,您可以定向投放与您的广告商品类似的推荐商品。您还可以在“搜索”字段中搜索特定商品。



 亚马逊官网原文详情:


Keyword and product targeting

You determine what scenarios your ad is eligible to serve impressions in by targeting by keywords or using product targeting.

Keyword and product targeting options vary depending on the advertising campaign type you're using. Keyword targeting is available for Sponsored Products and Sponsored Brands campaign. Product targeting is available for Sponsored Products, Sponsored Brands, and Sponsored Display campaigns. Sponsored Display campaigns can be configured to reach audiences off amazon across third-party publishers.

Keyword targeting

Keyword targeting allows you to choose keywords to show your products in customer searches and detail pages. Use this strategy when you know the search terms that shoppers use to search products similar to yours.

For example, if your product is a phone case, you may choose the keyword “phone case.” When a shopper searches for a product with the search term “phone case,” your ad is eligible to show in search results and detail pages.

Product targeting

Product targeting allows you to choose specific products, categories, brands, or other product features that are relevant to the product in your ad. Use this strategy to help shoppers discover your product when browsing detail pages and categories, or for Sponsored Products and Sponsored Brands, when searching products on Amazon. You can target categories and products individually or target a combination of categories and brands in the same campaign.

To help you get started, we provide targeting recommendations under the “Suggested” tab in the Product targeting section. To prevent unwanted impressions, you can specify a negative list of brands and ASINs that the ad will not be matched to.

For example, if the product in your ad is a "Brand A" shoe for women, you can choose to target the category “women’s running shoes” for all search results and detail pages relevant to this category. You can also choose to target the brand “Brand B” because it’s a brand similar to "Brand A", or you can target price points, star reviews, or variations of similar products.

Categories tab

In the categories tab, you can target suggested categories that are based on relevance to your product. You can also search by category, or you can browse categories listed below the search field. Additional refining categories are available for Sponsored Products, Sponsored Brands and Sponsored Display:

  • With Sponsored Products and Sponsored Display, you can refine categories by brand, price range, review star ratings, and Prime shipping eligibility.

Note: For Sponsored Products and Sponsored Display in the Toys & Games category, you can refine by the product's age range. For the Books and eBooks, you can refine by genre.

  • With Sponsored Brands, you can refine categories by brand, price range, and review star ratings.

Products tab

In the products tab, you can target suggested individual products that are similar to the product in your ad. You can also search for specific products in the search field.

 文章来源:亚马逊官方网站