Transition to automatic advertising campaigns

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On the same dates, the marketplace announced a gradual transition to automatic advertising campaigns and Booster mechanics. At the end of August, WB clarified that placements in the “Search”, “Catalogue” and “Search + Catalog” campaigns will be reduced in search results, and priority advertising spaces will become available to products promoted using the Booster. At the moment this is true: products advertised using the Booster mechanics are shown at a higher position in the search results depending on the delivery time, promotion rate and degree of relevance to the search query. How to promote on Wildberries taking into account the introduction of auto advertising

An example illustrates the distribution of places in the search results Email List : a product card promoted using an automatic advertising campaign was 1444th in the catalog, and according to advertising it is shown in 21st place; advertising in the catalog (card with a yellow plate) occupies the first advertising space, but only the 22nd is shown in the catalog. Such changes have seriously excited the community of sellers and analysts, not only because of the obvious trend towards replacing advertising campaigns of the “Search”, “Catalog” and “Search + Catalog” types with automatic ones, but also due to the current features of the automatic advertising campaign. We will consider these features further.

       

Automatic advertising campaign and its capabilities Today, the functionality for creating an automatic advertising campaign does not allow the advertiser to optimize it in any way. Firstly, when creating such a campaign, the service immediately gives a forecast for the number of ad impressions, which depends on the budget. When this budget runs out, the campaign will stop. In our experience, impressions can “turn around” very quickly. This is what the initial settings field for automatic radio looks like: This is what the initial settings field for automatic radio looks like: Secondly, in the advanced settings, you can only select the location where your ad is displayed: product card, recommendations on the main page, or the “Search / Catalog” Booster. “On the one hand, maximizing display zones leads to greater audience coverage and increased traffic, on the other hand, for each product, all these zones will work differently, and launching all of them at once can lead to a very quick and ineffective waste of the budget.” Thirdly, when setting up an automatic advertising campaign, you cannot choose for which key phrases the product card will be shown.