如何高效投放亚马逊广告？价值千金的SEO运营策略解析
亚马逊广告投放的核心问题
Core Issues in Amazon Advertising
很多卖家在广告运营上存在诸多问题，投入大量广告费却无法带来有效转化。究其根本原因，是运营者未能100%吃透产品和流量入口。
Many sellers face various problems in advertising operations, investing heavily in ads but failing to achieve effective conversions. The root cause is that operators fail to fully understand the product and traffic sources.
关键词选择的关键
The Key to Keyword Selection
运营者必须找到最适合产品的关键词。以手机壳为例，不同型号、款式、设计和材质需要不同的精准关键词。最精准的关键词必须能准确描述产品特性。
Operators must find the most suitable keywords for their products. Taking phone cases as an example, different models, styles, designs and materials require different precise keywords. The most accurate keywords must precisely describe product features.
广告结构的重要性
The Importance of Ad Structure
亚马逊广告结构分为：广告活动、广告组、SKU和关键词。不同结构间存在预算共享和流量竞争，运营者需要理解其中的竞争关系并做好平衡。
Amazon's ad structure includes: campaigns, ad groups, SKUs and keywords. There is budget sharing and traffic competition between different structures. Operators need to understand these competitive relationships and maintain balance.
不同类型广告的作用
Roles of Different Ad Types
手动广告、自动广告和展示型广告各自承担不同角色，覆盖不同流量范围。特别是自动广告常被忽视，其实它能覆盖手动广告无法触及的流量入口。
Manual ads, automatic ads and display ads each play different roles and cover different traffic ranges. Automatic ads are often overlooked, but they can actually cover traffic sources that manual ads cannot reach.
展示型广告的优势
Advantages of Display Ads
展示型广告位置多样，从listing上方到站外都有覆盖。通过精准筛选竞争对手ASIN进行定位，可以有效蹭取竞品流量，获得更好的投资回报率。
Display ads have diverse placements, covering from above listings to off-site. By precisely targeting competitors' ASINs, you can effectively leverage competitor traffic and achieve better ROI.
广告策略规划
Advertising Strategy Planning
在产品上架前就需要制定详细的广告运营方案，包括广告结构、关键词筛选和广告类型组合。执行过程中需要持续测试、调整和优化。
A detailed advertising operation plan should be developed before product listing, including ad structure, keyword selection and ad type combinations. Continuous testing, adjustment and optimization are needed during execution.
竞价策略选择
Bidding Strategy Selection
根据情况选择"只降低"、"提高和降低"或"固定竞价"策略。每个细节的优化叠加起来将决定最终效果。
Choose "down only", "up and down" or "fixed bid" strategies according to the situation. The optimization of each detail will ultimately determine the final result.
