Analysis of why Google’s automatic advertising is not working well when switching to manual advertising

1. Why is it not working well to switch from automatic ads to manual ads?
   An ad group consists of various key elements, such as bids, budgets, bidding methods, and ad positions. Although your keywords may perform well in one ad mode, the introduction of other ad modes will lead to the repositioning of keyword performance depending on the budget and bidding method.
   One case is to solve the problem of traffic diversion by manually guiding traffic instead of relying on automatic settings. To ensure that traffic is protected, the CPC bid must be higher than the automatic ad. If the bid is not increased, the traffic may not be successfully transferred, and even if the bid is increased, it may cause changes in ad positions, which may affect conversion rates. Another case is that manual delivery of keywords will lead to changes in audience or delivery timing, resulting in unsatisfactory conversion rates. Therefore, we generally recommend not to completely deny automatic ads, because there is no guarantee that manual ads will outperform automatic ads and achieve lower ACOS. Automatic ads may exhaust some ads, while manual precision ads can target more selectively, although not every keyword is guaranteed to convert. Despite this, most products can show acceptable conversion rates when transitioning from automatic keyword performance to manual keyword performance. If the results are satisfactory, you can return to automatic delivery mode and exclude specific keywords, allowing automatic mode to handle the other keywords without repeating delivery.

Automatic ads have more ad slots than manual ads

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If the precision ads are unstable, the same word that appears in manual will also appear in automatic. Due to the high cost of manual precision, it is not feasible to spend a whole day’s budget on manual precision. Maybe it only takes two hours for automatic ads to take over. Therefore, the performance of automatic ads will be limited. In this case, if the performance of manual ads is satisfactory, we can continue with automatic ads and cancel manual ads; but if the performance of manual ads is not good, we should not cancel automatic ads at this time.
The logic must be flexible. It is not that a word is good in this group and good everywhere. Advertising keywords are just one of the variables. We must think about the real effect of this group in multiple dimensions, and do not attribute it to a certain keyword, a certain budget, or a certain bidding issue. Maybe some words may be suitable for running in a certain group, so let them run. We should not pull them out hard. Sometimes pulling them out will drive away the weight, and it is difficult to get them back.
There is also a situation where some categories of traffic keywords perform particularly well in manual mode, accounting for 80%-90% of the conversion rate. However, when it comes to manual ads, the conversion does not produce good results. Solve this problem and deactivate manual ads while keeping automatic ads running. In addition, open a new automatic campaign, deny this big word, run new words with new ads, and expand the scope of keywords.
It is critical to handle this situation with flexible logic. Not all words that perform well in a certain group will work elsewhere. Ad keywords are just one variable to consider; we must evaluate the overall impact of the group of keywords from multiple dimensions, rather than attributing success or failure entirely to specific keywords, budgets, or bids. Some words may be suitable for specific groups and should be allowed to continue running rather than forcibly pulled out. In some cases, removing these words may have a negative impact on the weight and make it challenging to reopen these words later.

2.Tips to improve the ranking of core keyword natural traffic

Core keywords play a vital role in promoting products. This is especially true for standard products and traffic products, and core keywords must be targeted and utilized to remain competitive. Some core keywords have hundreds of times higher search volumes than other keywords. However, this also means facing fierce competition. After the initial link promotion, you must compete with your competitors for high-search volume keywords, which can be a protracted battle.
It should be noted that when improving the natural ranking of keywords, you should pay attention to the conversion rate. In the Amazon system, the conversion rate is a considered indicator. Therefore, sellers must focus on improving the conversion rate of products to improve the natural ranking of keywords and ensure higher sales. When improving keyword advertising rankings, the focus should be on improving click-through rates. Ads are paid based on the number of clicks. The more clicks, the more you pay, and the higher the ranking may be. High-quality listings are essential for optimizing rankings. It is essential to carefully check whether the core words are included in the title, bullet points, product details, and other copywriting. Efforts should be made to improve the overall quality of the listing page, including pictures, titles, bullet points, product details, ratings, reviews, prices, etc. The higher the quality of the product itself and its listing, the greater the impact on the ranking improvement effect.

There are two situations in advertising

One of the situations is that when using manual precision, it is important to focus on high bidding and high budget, while performing effective link and conversion maintenance, which can improve advertising and natural rankings. When manual precision effectively targets keywords, their rankings may rise. Another situation is that manual precision fails to improve keyword rankings. This may be due to excessive bidding without sufficient budget support, or fierce competition hindering ranking improvement. In this case, using long-tail keywords can help improve the main keyword. By using broad matching, expanding related words can strengthen the weight of the main keyword. Adding smaller related words around the main keyword can also improve ranking and weight, because they usually have higher click-through and conversion rates. Some long-tail keywords can even have a conversion rate of twice or more, thereby strengthening the weight of the main keyword. In addition, long-tail keywords can also improve the ranking and weight of the main keyword. Conversely, once the ranking of the main keyword improves, the ranking of related long-tail keywords will also improve, provided that your keyword data is accurate.