社区 发现 Amazon 3个关于广告匹配方式以及否定关键词的问题...
3个关于广告匹配方式以及否定关键词的问题。更新20180608
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AI 摘要
本文适合从事亚马逊广告投放的卖家与运营，理解匹配类型与否定关键词。
本文聚焦亚马逊广告中的匹配类型与否定关键词的实操要点及成本控管。
1.
匹配规则：
同一出价时，搜索关键词“kids cars”时 exact 匹配将优先展示；若出价不同，印象由最高出价决定。2.
否定关键词的必要性：
在本情境下，暂不需要为避免竞争而强制设置否定关键词。3.
否定关键词的选择：
否定关键词的具体类型应随着关键词而异，需研究后再为否定词选择匹配类型。4.
否定关键词的作用：
否定关键词可阻止与负面查询相关的展示，帮助排除低效搜索、降低成本并提升 ROI。5.
匹配类型决策原则：
对 exact 与 phrase 的否定选择没有统一规则，应结合具体词条逐一分析并选择最合适的匹配类型。
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AI 摘要
亚马逊的回复 欢迎大家一起讨论
1.Same bid, the exact match type will be preferential when customer searches with the keyword “kids cars”
different bid, the highest bid price for the keyword match type would be recording the impression.
2.No, there is no need to set negative keywords in this case.
3.We cannot suggest you to use the which type of negative keyword as this varies from keyword to keyword. In this case you need to research on the negative keywords and select the match type for the negative keyword.
Negative keywords prevent your ads from displaying when a shopper’s search query matches to the negative keywords. They help you exclude poorly performing search queries, reducing your advertising cost and increasing your return on investment (ROI).
以下为原问题
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1. 如果广告broad exact phrase同时投放相同的关键词kids cars ，当买家搜索kids cars 这个关键词时 优先展示哪种匹配类型的？
2. 如果广告broad exact phrase三个广告组同时投放相同的关键词，如何避免竞争，是否需要互相添加否定关键词？比如投放关键词 exact match："kids cars " 那么 negative keywords是否需要添加【 否定phrase】"kids cars"
3. 否定关键词exact和phrase 优先用哪种？（两种的区别我知道 但是脑回路不够，不知道该如何添加这两种否定，是同时添加2种还是优先一种）
1.Same bid, the exact match type will be preferential when customer searches with the keyword “kids cars”
different bid, the highest bid price for the keyword match type would be recording the impression.
2.No, there is no need to set negative keywords in this case.
3.We cannot suggest you to use the which type of negative keyword as this varies from keyword to keyword. In this case you need to research on the negative keywords and select the match type for the negative keyword.
Negative keywords prevent your ads from displaying when a shopper’s search query matches to the negative keywords. They help you exclude poorly performing search queries, reducing your advertising cost and increasing your return on investment (ROI).
以下为原问题
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1. 如果广告broad exact phrase同时投放相同的关键词kids cars ，当买家搜索kids cars 这个关键词时 优先展示哪种匹配类型的？
2. 如果广告broad exact phrase三个广告组同时投放相同的关键词，如何避免竞争，是否需要互相添加否定关键词？比如投放关键词 exact match："kids cars " 那么 negative keywords是否需要添加【 否定phrase】"kids cars"
3. 否定关键词exact和phrase 优先用哪种？（两种的区别我知道 但是脑回路不够，不知道该如何添加这两种否定，是同时添加2种还是优先一种）
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