Recently, the competition pressure on Amazon has been extremely fierce, and the cpc has also continued to rise. How to spend every penny of advertising on the edge, here we will share with you a few simple Amazon advertising practical tips.
1. Do the ultimate listing optimization and keyword research before advertising:
All listings should try their best to optimize the link status to the extreme before placing advertisements, such as: pictures, related videos, QA, five-point description, A+, etc. This is the most basic requirement, but many sellers still Did not do it.
Before opening the advertisement, you should conduct in-depth research on the QA pain points of competitors and buyer reviews, and write the most suitable QA for you;
Investigate the market category keywords you have done, and you will be sure to hit when you open an advertisement;
Make the best use of all the resources around you to make videos and pictures;
According to the buyer's needs, write selling points that can echo the buyer's pain point;
It is best to have the blessing of A+ pictures and brand stories from the beginning;
Use warranty and promotion to create momentum for your new product listing;
2. Different matching methods are distributed into different campaigns:
It is better to open several matching methods in different advertising campaigns when automatic advertising is launched, and one advertising campaign corresponds to one matching method, which makes it easier to control the advertising budget and advertising position of each matching method.
for example:
If it is better to closely match the click rate and the conversion rate of the insertion order on the product page, you can strictly control the click rate and the conversion rate of the insertion order by raising and lowering the bid and adjusting the bid price of the page, so as to find the most suitable advertising position and advertising order. out words.
The same is true for other matching methods, and so on... Advertising campaigns that do not perform well can also be closed directly, without worrying about affecting other matching methods or eating up the budget of other matching methods.
3. Timely negate poorly performing asin and keywords:
Every Amazon operation should have its own way of negating keywords and asin. Our suggestion here is to negate irrelevant words directly when opening an advertisement. On the one hand, it is to avoid lowering the listing conversion rate. , on the one hand, we can also make better use of our budget.
A few tips for ad negation:
The irrelevant root can be directly negated by "phrase";
Keywords/ASINs with too much exposure but never clicked can be accurately denied to avoid lowering the overall CTR;
The click volume is too large (the click volume reference of different categories is different), but the keywords/ASINs that have not been converted can be accurately negated;
4. Regularly monitor ad performance:
In fact, in general, if you want to do a good job in Amazon advertising, it is ultimately attributable to the degree of operation. Therefore, it is necessary to monitor the advertising effect in time, control it in time when the cpc is high, and adjust it in time when the click rate is low. Actions.
Generally speaking, it is best to have at least 1-2 hours of advertising optimization and monitoring time a day. It is not that monitoring must be adjusted, but that you must have a very keen perception of data. Once anything happens, the first Immediately detect and optimize.
5. Know how to read advertising data reports:
Measure the performance of the advertising campaign by the number of impressions, clicks and click rates, and the conversion rate of the insertion order, not just simply acos to measure the quality of the advertising effect.
The performance of an advertising campaign is actually more closely related to the purpose of operation and delivery. Let’s put it this way, when a listing is in the new product period, both the advertising quality score and the quality score of the listing itself are not very high, and the CPC must be reduced. Going down, so advertising acos as a whole will not be much better.
Therefore, the data indicators of the overall advertising report should be based on the click-through rate (CTR) and the conversion rate of advertising orders (CVR). .
Here are a few useful ad reporting tips:
In the new product period, don’t pay attention to the overall acos, just try to improve the click-through rate and conversion rate of some keywords, and then the natural ranking will follow;
The click rate is not the higher the better, but the best when the conversion rate of the insertion order is the highest;
In fact, it is not necessary to add bid on the product page and the search page at the same time, you only need to control the original bid;
If the keyword only has exposure and no clicks, the estimated click-through rate is already lower than 0.01%, and it will not be launched first;
Have a general understanding of the CTR of your own category, the conversion rate of advertising orders, the amount of exposure, and optimize the data before you optimize the advertisement, and respond in time if it exceeds it;
The overall advertising idea can be said that the structure is always very simple, but not all sellers can grasp the essence. There are some skills and ideas that need to be repeatedly used and constantly adjusted and tested to be able to integrate themselves with them.
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