First: advertising campaign, advertising group, SKU, keyword

First, let’s understand the relationship between them through a diagram:

This is the organizational structure of advertising units. There can be n advertising groups under an advertising campaign, n SKUs under an advertising group and N keywords under a SKU. Advertising activities are in charge of all advertising groups. Our advertising activities can set a daily consumption limit. Then the consumption ceiling is shared by all advertising groups under this advertising campaign. For example, our budget is $100. As for the composition of each advertising group, it depends on the specific performance of each advertising group. For example, advertising group 1 has better advertising performance, higher click through rate and higher transformation. Naturally, it burns faster and higher. But here, you will also find a problem. If we create advertisements according to this logic, we cannot manually interfere with the budget of each advertising group. Therefore, the best way is to promote a product in an advertising campaign, create an advertising group, which can contain multiple variant SKUs of the product, and then contain multiple keywords. This is the best form of advertising to prove management.

Secondly, the relationship between automatic advertising and manual advertising

What is automatic advertising? As the name suggests, automatic advertising is that the system will automatically match your advertisement with keywords and goods similar to those in your advertisement. The system will automatically select keywords and product matching for you according to the buyer search related to your product information, and then display them.

So what is the role of automatic advertising? First, test new products. Because whether our new product titles and keywords are set properly or not is actually just our own subjective judgment. Through automatic advertising, we can see which keywords have the highest click through rate and the most click times. This helps us optimize our titles and keywords. Second, prepare to collect keywords for manual advertising. We can filter keywords through automatic advertising to prepare for our manual advertising in the next step. Third, make up for the shortage of manual advertising and improve the single volume.

What is manual advertising? Manual advertising is to target keywords and products. You can choose different matching types and bids for your keywords independently.

So what’s the use of manual advertising? First, create keyword ranking. By pushing a keyword, push the natural search of this keyword to the home page. Second, increase the single quantity and improve the overall ranking.

There are several logics about automatic advertising and manual advertising. First, do you have to turn off automatic advertising when you turn on manual advertising? The answer is, of course not! Second, the words in manual advertising should be selected from automatic advertising, not from your own thoughts or other channels.

Thirdly, the relationship and function of extensive matching, phrase matching and accurate matching

Wide matching: this type of matching can give your advertisement a lot of exposure opportunities. If the search term contains all keywords in any order, the search term will match your advertisement. Extensive matching also matches the complex forms of keywords, related searches, and other variants similar to keywords.

Phrase matching: the search term must contain the exact phrase or word order. It is more restrictive than wide matching, and generally makes advertisements displayed in more relevant advertising spaces. Phrase matching also matches the plural form of keywords.

Accurate matching: the search term must be accurately matched with the keyword or word order to display the advertisement, and it will also match the approximate variants of the exact search term. Precise matching is the most restrictive type of matching, but it is more relevant to search. Exact matching also matches the plural form of keywords.

This is the official original interpretation. As always, it’s not easy to see what it means. Let’s take an example.

Take this keyword as an example: women dress shoes

Extensive matching: the key words searched by guests have no specific order requirements. Other words can be inserted in the middle. At the same time, it supports common spelling errors and the matching of synonyms. It is suitable for collecting keywords in the new product promotion period when you are not sure what keywords your products should match.

For example, searching for the following keywords will display advertisements:

Women Dress Shoes

Womens Dress Shoe

Women Dress Shoes Yellow

Dress Shoes Wome

Women Ankle Strap Dress Shoes

Searching for the following keywords will not display advertisements:

Women Pants

Men Shoes

Women

Dress Shoes

Phrase matching: the keywords searched by the guest have the exact order. It supports adding other keywords before and after, and supports plural forms. It is suitable to be used when you know the core keywords but don’t know the attribute words. It can be used to collect long tail words under the core keyword.

For example, searching for the following keywords will display advertisements:

Women Dress Shoes

Womens Dress Shoe

Women Dress Shoes Yellow

Dress Shoes Wome

Women Ankle Strap Dress Shoes

Searching for the following keywords will not display advertisements:

Dress Shoes Wome

Women Ankle Strap Dress Shoes

Men Shoes

Women

Dress Shoes

Exact matching: the user’s search term must match the keyword, and only singular and plural matching is supported. The ultimate goal of manual advertising is to create keyword ranking, improve sales and transformation.

For example, searching for the following keywords will display advertisements:

Women Dress Shoes

Womens Dress Shoe

Women’s Dress Shoes

Women’s Dress Shoe

Searching for the following keywords will not display advertisements:

Dress Shoes Wome

Women Ankle Strap Dress Shoes

Women Dress Shoes Yellow

Men Shoes

Women

Dress Shoes

The above is the meaning of these three kinds of matching and what is suitable for matching in those cases.