亚马逊广告新功能详解：优选广告商品与基准设定
很多人都不知道，亚马逊最近推出了两个新功能，一个是"优选广告商品"，一个是"基准设定"。请不要着急，今天，我就将为您简单介绍一番，这样您就可以快速了解了。
一、新功能位置
在新建亚马逊广告，增加希望在这次广告宣传活动中推广的商品时，你就会看到这两个新增的标志。
二、新功能介绍
1、优选广告商品
亚马逊利用机器学习模式，根据消费者可浏览的产品信息，如产品说明、客户评价等，识别出哪些产品在促销活动中会有更高的点击。
注：当有促销活动时，推荐物品比无推荐物品有46倍的几率产生归因于广告。
2、基准设定，也就是绿标，当前的产品包括：
- 塑造品牌形象 - 已经识别出能够帮助提高各品牌之间的交互作用的产品。消费者在与某一产品进行交互后，还可以继续与该品牌进行交互。
- 新商品上市 - 不到90天的产品，在促销时，最有可能获得消费者的青睐。
- 趋势 - 目前正处于商品详情页浏览量增长阶段的品类中的商品。
- 预计的需求量 - 在未来4个星期里，商品详细信息页面的访问量在历史上都是上升的。
- 基准化分析 - 商品销量或转化率(CVR)低于同类商品的商品。
Many people don't know that Amazon recently launched two new features: "Featured Ads Products" and "Benchmark Settings". Don't worry, today I'll give you a simple explanation so you can quickly understand.
1. Feature Location
When creating a new Amazon ad and adding products you want to promote in this campaign, you'll see these two new indicators.
2. Feature Introduction
1. Featured Ads Products
Amazon uses machine learning models to identify which products are likely to get higher clicks during promotions based on consumer-viewable product information like descriptions and customer reviews.
Note: During promotions, recommended items are 46 times more likely to generate ad-attributed sales than non-recommended items.
2. Benchmark Settings, indicated by green labels, currently include:
- Brand Building - Products identified to help increase brand interactions. Consumers can continue engaging with the brand after interacting with a product.
- New Product Launch - Products less than 90 days old that are most likely to attract consumer attention during promotions.
- Trending - Products in categories currently experiencing growth in detail page views.
- Projected Demand - Products expected to see increased detail page views in the next 4 weeks based on historical patterns.
- Benchmark Analysis - Products with sales or conversion rates (CVR) below category averages.
好啦~以上就是今天分享的全部内容啦~希望能够对你有所帮助哟~
That's all for today's sharing~ Hope it helps you~
