When should a seller prioritize 'automatic targeting' over 'manual targeting' in a Sponsored Products campaign, and why?

A seller should prioritize 'automatic targeting' over 'manual targeting' in a Sponsored Products campaign primarily when launching a new product or when seeking to discover new, relevant keywords and search terms. Automatic targeting allows Amazon's algorithm to automatically match ads to relevant customer searches based on the product listing's content. This is beneficial for identifying potential keywords that the seller may not have initially considered. By analyzing the Search Term Report generated from an automatic campaign, sellers can identify high-converting keywords and then incorporate them into manual targeting campaigns for more precise control and optimization. Automatic targeting acts as a research tool to uncover profitable keywords and refine overall advertising strategies, especially when launching a new product where the optimal search terms are not yet known. It provides a broad net to capture relevant traffic and gather data for subsequent optimization efforts.