如何做亚马逊广告

如何做亚马逊广告

How to advertise on Amazon

Amazon Sponsored Ads 就是在亚马逊站内搜索买关键字，用这样的方式来提高商品曝光率、点击率，进而提升转化率。亚马逊的站内广告是使用竞标的方式，同个分类内出价高者得，以点击量付费。

Amazon Sponsored Ads searches keywords within buy information on Amazon.com to increase product exposure and clickthrough rate, and thereby increase conversion rates. Amazon's in-site ads are auctioned by bidding, the winner should have the highest bids in the same category, moreover, it is paid by clicks.

一、广告会出现在哪里？

I. Where will ads appear?

1. Desktop search搜索结果

1, Search results of Desktop search

您的广告会被放在分类搜索结果的最后一行，如图。

Your ads will be placed on the last row of the category search results, as shown in the figure below..

2. Desktop browser 浏览页面

2. Browsing pages in Desktop browser

您的广告会被放在分类浏览页面的最下方、侧边栏、如图。

Your ads will be placed at the bottom of the category browsing page, in the sidebar, as shown in the figure below.

3. 产品细节页面(Product detail page)的下方

3. Below the Product detail page.

您的广告会被放在相关产品细节页面的下方。

Your ads will be placed below the relevant Product detail page.

除此之外，亚马逊也持续测试，寻找更多放广告的位置，来帮卖家达到提升销售的效果。而所有广告的阅读率、点击率、转化率，也都可以在sellercentral support的 Reports > Advertising Reports 看到。

Besides, Amazon is constantly testing and looking for more advertising locations to help sellers achieve sales improvements. The read rate, clickthrough rate, and conversion rate for all ads are also available in Sellercentral support Reports > Advertising Reports.

二、如何做亚马逊站内广告？

II, how to launch in-site ads in Amazon?

1. 到卖家中心，Advertising> Campaign Manager，点击 Create a campaign。

1. Go to the Seller Center, Advertising> Campaign Manager, and click Create a campaign.

2. 进入创建广告的页面后，按照指示填入您活动的名称、您每天的预算限制，以及起始日期。

2. After entering the Create a campaign page, follow the instructions to fill in the name of your campaign, your daily budget limit, and the starting date.

3. 再来进入重点，选择关键字获取方式，亚马逊提供您两种选择，Automatic targeting 自动生成与 Manual targeting手动键入。

Next, let's go to the point and choose the way to get keywords. Amazon offers you two choices: Automatic targeting (automatically generated) and Manual targeting (manually entered).

如果没有特定的关键字想要加入，建议先选择Automatic targeting，就如字面上的意思，亚马逊会帮您直接根据您的产品，广义的列出所有相关搜索字，这个方式可以迅速扩大你产品的点击率。

If there is no specific keyword you want to add, it is recommended to select Automatic targeting first. Just like literally, Amazon will help you to list all relevant search words directly based on your product. This method can quickly increase the click-through rate of your product.

4. 再来要建立欲广告的商品，一个Campaign下可以建立多个Ad group，用不同的点击预算，同个Ad group里的商品是共用关键字的，所以您可以根据分类，来建立Ad group。按照下图，填写您的群组名称、每个点击的预算，以及选择您要做广告的产品。

Then, in order to establish the product you want to promote, you can create multiple Ad groups under a Campaign with different click budgets, the products in the same Ad group share keywords, so you can establish Ad groups according to the category. Follow the figure below, fill in the name of your group, the budget for each click, and select the product you want to advertise

选好产品之后，Automatic targeting 会帮您自动找关键字，直接储存即可。

After you select products, Automatic targeting will help you find the keywords automatically, and you can save them directly.

选择 Manual targeting 的话，会出现建议关键字(如下图)，可以自行添加。

If you choose Manual targeting, the Amazon suggested keywords will appear (as shown below), you can add them yourself.

Campaign设置好之后，一小时后即可开始供买家点击。

After the Campaign is set up, it is available for buyers to click after one hour.

注意您的listing必须要有Buy Box才会显示您的广告，出现以下警示表示广告无法显示。

Please note that Buy Box in your listing is necessary to display your ads., and your ads cannot be displayed if the following warning appears.

三、如何利用Sponsor Ads来优化您的Listing？

III. How to use Sponsor Ads to optimize your Listing?

第一次做亚马逊站内广告时，建议方式是先使用Automatic targeting，观察哪些关键字的转换率最高 ( 到Reports > Advertising Reports ) 因为有些单词的搜索率高，但并没有转换成销售，这样会浪费预算。所以测试之后，用 Manual targeting 设立另个 Ad group，只放转换率高的单词，并提高竞标点击预算，才能达到最好的广告转换效果。

It is recommended to use Automatic targeting first when making Amazon in-site ads for the first time to observe which keywords have the highest conversion rate (go to Reports > Advertising Reports). Because some words with high search rate are not converted into sales, they usually wastes the budget. So after the test, you can set up another Ad group with Management target, only add words with high conversion rates, and increase the bid click budget to achieve the best ads conversion effect.

除了广告之外，很多卖家在建立Listing时，常常不知道250字的search term要怎么填写，不填满又很浪费，这时就可以利用Sponsor Ads的Automatic targeting 功能得到亚马逊提供的关键字，优化您的listing。

In addition to advertising, many sellers often do not know how to fill in 250 words search term while creating a listing. In this case, you can use the Automatic targeting function of Sponsor Ads to get the keywords provided by Amazon and optimize your Listing.

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