为什么自动广告效果比手动广告更好？深入解析亚马逊广告匹配逻辑

为什么自动广告效果比手动广告更好？深入解析亚马逊广告匹配逻辑

Why Do Automatic Ads Perform Better Than Manual Ads? In-Depth Analysis of Amazon Ad Matching Logic

很多卖家发现一个有趣的现象：在相同竞价的情况下，自动广告的效果往往比手动广告更好。这似乎与我们的常识相悖，因为手动广告拥有更精准的匹配方式（广泛匹配、词组匹配和精准匹配），理论上应该表现更优。

Many sellers have noticed an interesting phenomenon: With the same bidding, automatic ads often perform better than manual ads. This seems counterintuitive because manual ads have more precise matching methods (broad match, phrase match, and exact match), which theoretically should perform better.

自动广告的四大匹配类型解析

Analysis of the Four Matching Types in Automatic Ads

1. 紧密匹配 (Close Match)：类似手动广告的精准匹配，主要匹配产品标题中的关键词。

1. Close Match: Similar to exact match in manual ads, mainly matching keywords in the product title.

2. 宽泛匹配 (Loose Match)：类似手动广告的广泛匹配和词组匹配，会匹配listing中的所有相关信息。

2. Loose Match: Similar to broad match and phrase match in manual ads, matching all relevant information in the listing.

3. 同类商品 (Substitutes)：当客户搜索替代产品时展示广告，类似商品定位广告。

3. Substitutes: Shows ads when customers search for substitute products, similar to product targeting ads.

4. 关联商品 (Complements)：当客户搜索互补产品时展示广告，类似品类定位广告。

4. Complements: Shows ads when customers search for complementary products, similar to category targeting ads.

为什么自动广告表现更好？

Why Do Automatic Ads Perform Better?

自动广告之所以表现优异，关键在于它一次性开启了四种匹配方式，覆盖了几乎所有相关客户群体。而手动广告需要卖家分别设置各种匹配方式和定位广告，操作繁琐且容易遗漏。

The reason automatic ads perform so well is that they activate four matching methods at once, covering almost all relevant customer groups. Manual ads require sellers to set up various matching methods and targeting ads separately, which is cumbersome and prone to omissions.

优化建议

Optimization Suggestions

1. 新品期：建议使用自动广告，让系统快速了解产品特性

1. New product period: It is recommended to use automatic ads to let the system quickly understand product characteristics

2. 成熟期：根据表现数据关闭效果不佳的匹配类型

2. Mature period: Turn off poorly performing matching types based on performance data

3. 特殊品类：如SD卡等关键词较少的产品，可重点开启"同类商品"和"关联商品"匹配

3. Special categories: For products with few keywords like SD cards, focus on enabling "Substitutes" and "Complements" matching

小贴士：阅读亚马逊帮助页面时，建议同时查看中英文版本，以英文版为准，因为中文翻译可能存在专业术语偏差。

Tip: When reading Amazon help pages, it is recommended to check both Chinese and English versions, with the English version as the standard, as Chinese translations may have professional terminology deviations.