There are four types of Amazon automated ads:
Close Match: Amazon will show your ad to customers when they search using search terms that are closely related to your product.
Loose Match: Amazon will display your ad when a customer searches using search terms that are not closely related to your product.
Substitutes: Amazon will show your ad to shoppers when they view product detail pages similar to yours.
Complements: Amazon will show your ad to customers when they view product detail pages that complement your product.
Analysis of the four major matching methods:
The first one is Close Match: When buyers use search terms that are closely related to your products to search, Amazon will show them your ads. You can mark it as an exact match for manual ads, and your ads will only be displayed when buyers search using keywords closely related to your products.
Therefore, closely matched traffic is the most accurate of the four matching methods of automatic advertising. Similarly, everyone should have a concept that the more accurate the traffic is, the more expensive it is, because the more accurate the traffic brings, the higher the conversion rate and the higher the value. (It's like if you are selling apples, and you place your ads to people who want to buy fruit or to people who want to buy apples, which type of traffic will be more accurate and more valuable?)
example:
If the data of your listing in the close match is still very poor, then you need to look back and see if your listing needs to be optimized. At the same time, find the core optimization points of the listing based on the corresponding data in the advertising report. (This is very important. Many operators know that listings need to be optimized on a daily basis, but they just can’t find a point to focus on.)
The second type: Loose Match: Amazon will display your ad when buyers use search terms that are not closely related to your product. We can compare this to the broad match in Amazon manual advertising.
Let me give you an example: if you are a user who wants to buy apples, you search the platform using the keyword "apple", and a seller selling fruit platters will appear (at this time the seller is using the broad match in automatic advertising). When the buyer searches using keywords that are not closely related to your product, your ad will also appear. This is the "general traffic" in automatic advertising. The general traffic is of course cheaper. Therefore, when the bid is the same, the cost per click will be lower for broad matching than for tight matching, so the conversion rate will also be lower.
The third type: Substitutes: Amazon will show your ad to buyers when they view product detail pages similar to yours. It's like: you sell apples, and your competitor also sells apples (or sells fruit platters with apples). There is a concept of "similar" here. The so-called similar means not exactly the same, so here I propose the concept of "fruit platter with apples", and everyone should understand and experience it carefully. At this time, you have displayed similar products through automatic advertising, and customers will find your ads under your competitors when they search.
The fourth type: Complements: When buyers view product detail pages that complement your product, Amazon will show them your ad. What does this mean? Let me give you an example: let’s say you are selling tripods, and another seller is selling cameras. Cameras and tripods are complementary products in the definition. So when you run automatic advertising for related products, your ads will appear on the detail page of your competitor’s complementary products.
This is the end of the introduction to Amazon automatic ad matching in this issue. If you want to get more information about Amazon automatic ad matching, please pay attention and we will continue to answer you~
