How to run Amazon variation ads? Should I turn them off?

Some of the merchants that open stores on Amazon are domestic merchants, so they are not very adaptable to Amazon's advertising methods. The variants on Amazon have stumped many domestic merchants. Many people are asking how to run Amazon variant ads. In fact, you will know if you understand the advertising delivery method. The following is an introduction.

How to run Amazon variation ads?

Use Amazon advertising grouping to help determine the main variant. Steps:

1. Put all multi-variant ASINs in the same ad group and enable automatic delivery: After the automatic delivery campaign you set for all variants has run for a while, you can easily filter out unique search terms that match different variants: such as specific colors, model features, etc., and discover shoppers' preferences. Next, enable manual advertising for the variants and set the unique search terms that perform well in the search term report as the delivery keywords for the corresponding variants.

2. Split advertising campaigns: After the first step, we will find that the variant ASINs are divided into two camps, variants with excellent performance and variants with average performance. At this time, we can use different ad groups to strategically reallocate budgets, put variants with excellent performance into the same ad group and increase budget investment; put variants with average performance into another ad group and set an appropriate budget.

3. Enable manual advertising for variants with better performance: In order to give excellent variants more display opportunities and the opportunity to obtain better advertising positions, it is necessary to continuously screen out high-performing keywords according to the automatic advertising report and add them to manual advertising to further optimize the advertising campaign.

Should Amazon variation ads be turned off?

Although the variants at this time perform poorly, they are still opportunities for sales conversion after optimization. Try to consider from the following perspectives: Is the bid too low? Is the search term not precise enough? Is the product details page not attractive enough?

1. Create automatic campaigns for variants: Automatic campaigns can help you capture traffic automatically, but when your bids are not competitive, the impressions you get will be very limited. Therefore, you can create automatic campaigns for these poorly performing ASINs, increase keyword bids appropriately, and observe for two to three weeks to monitor whether traffic increases. If traffic increases, it means you have found the cause; if there is still no significant change, you need to proceed to the next step.

2. Create manual ad groups: If traffic is still low after increasing the bid, you need to filter keywords that represent the unique characteristics of these variants from the search term report, create manual ad groups, and further monitor traffic changes.

3. Optimize the product details page. If the above two problems are eliminated, the product details page may not be attractive enough and needs further optimization.

We have introduced the delivery methods of Amazon variant ads. It can be seen that there are many advertising techniques. In addition to understanding these advertising techniques, merchants must also do a good job in the basic work of the store. Otherwise, it will be a waste of effort if the traffic cannot be converted.

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