Question

When should a seller prioritize &#x27;automatic targeting&#x27; over &#x27;manual targeting&#x27; in a Sponsored Products campaign, and why?

Accepted Answer

A seller should prioritize &#x27;automatic targeting&#x27; over &#x27;manual targeting&#x27; 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&#x27;s algorithm to automatically match ads to relevant customer searches based on the product listing&#x27;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.

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