What is the idea of adjusting the broadness and phrases of SP ads? I have never had a clear idea of adjustment. I basically run ads with single word groups. For precision ads, I know how to adjust the position of a single keyword to improve conversion, but I have never been clear about broadness and phrases. Because there are many keywords that come out of the broad and phrase categories, sometimes the traffic conversion from this bidding is very good, so I have never adjusted it. But suddenly the performance of this group has deteriorated and I don’t know where to analyze it, how to analyze it, and how to adjust it (there is no problem with these keywords, they are all highly relevant keywords) Sometimes the traffic matched by the bid is always very poor. The key is that the keywords are all highly relevant. I don’t know how to adjust it.
I would like to ask the experts to give me some ideas. For phrases and broad terms, I usually adopt the bidding mode of only reducing, also for single groups of words.
Lawrence Young Agree with: I will be in the mood in the future, the walking shrimp, wingchu, you are also very Qin Che, 465693726 more » " For targeted advertising, I know how to adjust the position of a single keyword to improve conversion, but I have never been clear about broad and phrase advertising, because there are many keywords that come out of broad and phrase advertising. Sometimes the traffic conversion from this bid is very good, so I have never adjusted it. But suddenly the performance of this group deteriorates, and I don’t know where to analyze it, how to analyze it, and how to adjust it (there is no problem with these keywords that come out, they are all highly relevant). Sometimes the traffic matched by the bid is always very poor, and the key is that the keywords that come out are all highly relevant, so I don’t know how to adjust it... "
1. Automatic, broad and phrase ads, which can run many customer search terms in one targeting, generally have two purposes: expanding keywords and covering long-tail keywords . Expanding keywords is self-explanatory, which is to help us find good keywords that we don’t know yet. Covering long-tail keywords refers to some keywords with low traffic but low ACoS (for example, keywords that get one order after one or two clicks). Such keywords will perform like this whether you choose them for precision or not. Moreover, we cannot choose too many keywords. If we choose too many, we don’t have enough budget to cover them, so the keywords we choose in the end have no data. It’s good to let such keywords run for a while in the automatic broad phrase.
2. There are two ways to analyze this one-to-many advertising type:
The first method: Comprehensively judge the click volume, number of orders, ACoS, and conversion rate of customer search terms with a lot of data. The three common methods to deal with it are denial, raising the price, and lowering the price.
The second type: For long-tail words and single customer search words, the data volume is very small, so small that it is impossible to find patterns to distinguish them, but there are many such words. Considering the randomness of the data, we cannot take action, but the cost of not taking action advertising is unbearable. At this time, we have to change a dimension to do root analysis to see which data in the root dimension is worse, pick out the roots with good performance, combine them with the core words to form new words for broad matching, and use phrase negation for the roots with poor performance. Anyway, there are many ways to operate. Here is a table for your reference.
3. For large amounts of data, respecting the objective facts of the data is more important than considering relevance . If the relevance is high but there is no order after many clicks, it means that my product is not competitive enough under this word and I have to deny it. As for why the product does not perform well under such relevant words, that is another thing to analyze. For example, if it is a new product or the current product status is not suitable for competing for these words, we can deny it first. After evaluation, when our listing status is better (evaluation growth or BD, etc.), we can release these denied related words to test the effect;
4. Don’t consider the display position in one-to-many advertising, because without the support of AMC report data, we simply cannot separate the performance of each customer search term in different display positions, so simply don’t consider it, just use the data results directly. It is also not recommended to significantly adjust the position premium of these types of ads, because the words displayed in the top position before and after you adjust the position premium may not be the same.
The above are just some scattered thoughts. I will say whatever comes to my mind. I hope it will be helpful to the OP.
Big Lion 0912 • Jinhua Can I ask a simpler question? To remove the keywords from the negative, do I click on the save button?
Love to sleep with the little fan • Shenzhen @Big Lion 0912: Yes
Big Lion 0912 • Jinhua @爱困告小饭: OK, thanks
Anonymous User • Shenzhen Wow, you actually replied to my question, thank you, thank you, this idea is very clear, thank you, I wish you a big order~~
Gnat01 • Shanghai Godfather, I have been thinking about a question recently, which is how to measure the quality of an advertisement. How do you think about or measure this issue?
Gnat01 • Shanghai My understanding is that it depends on the purpose of each product at different stages, what you need, the promotion method you use, and what it brings you. You can't use absolute ACOS and Tacos as a measurement standard, right?
Lawrence Yang Yang Shenzhen @Gnat01: There is nothing wrong with what you said, but the reality is that we have to have a bottom line. What is the stop loss line that we can accept at different stages of ACoS and Tacos? If it exceeds the bottom line we set, even if the goal has not been achieved yet, I do not recommend rushing forward mindlessly. Instead, look for other opportunities to try again, or look back to see if the goal is too idealistic, and then calibrate it again according to the actual situation.
Anonymous User • Shenzhen @Lawrence Yang Yang: Boss, I have another question. How can I judge whether the bid for this phrase or the general phrase is reasonable? How can I judge whether the bid is too high, resulting in some marginal words being used, or the bid is too low, resulting in unreasonable word positions and no conversion? Why does the conversion of a phrase become worse after running for a while? How can I analyze this? Two questions (●'◡'●)
Abu ABC • Shenzhen The current product status is not suitable for competing for these words, so you can deny it first. After evaluation, when our Listing status is better (evaluation growth or BD, etc.), we can release these denied related words to test the effect. I think this is very well said, because the market changes in real time, and the position of your ad slot also changes in real time. Although they are all very relevant words, your ad slot may change, or the competitors around this slot may change, then your ad group performance will also be different. At this time, you can give priority to adjusting the BID or keyword bidding. If there is no effect after adjustment, you can consider denying the keywords with poor conversion first, and release them later depending on the situation.
AZ Luka King • Jiaxing @Anonymous user I, Yang Ge, have a lot of orders every day
pinkmermaid • Shenzhen The original group is not rejected, and additional precise bidding is opened to increase the bid. It often happens that the newly opened high bid has exposure and clicks, and the exposure in the original group is almost gone. Has anyone encountered the same situation? How to deal with it?
Super Blood Sea Xiaobai • Xiamen @大狮子0912: Which archive is this? Please tell me
rikkaj • Hangzhou @pinkmermaid: I think if the original group is also accurate, then opening another accurate group with a higher bid will compete with itself for traffic, so the original group will have no traffic. How to deal with it depends on the purpose of opening an additional accurate bid.
Big Lion 0912 • Jinhua @超级血海小白: In the negative delivery, click the small box in front of the word, there is a batch operation on it, and there is a save button inside
Mumu is not Sen · Linyi I have an automatic ad that was performing well before, but suddenly one day it only spent money and no orders were made. What is the problem?
Super Blood Sea Xiaobai • Xiamen @大狮子0912: Clicking Save means putting the negative keywords back into the ad group, right?
Lawrence Yang Yang Shenzhen @pinkmermaid: If two ads are placed on the same word, they will interfere with each other. However, if we have already made the decision to place a single precise ad, we can directly abandon the performance of this word in the old ad. If the performance is good, we can keep it at the same time. If the performance is not good, we can directly deny it in the old group.
Lawrence Yang Yang Shenzhen @Anonymous User 1. Observe the distribution of data. If the click volume is small, 1-2 times, it is basically because the bid is too low. There is no reasonable or unreasonable statement. It depends on what our purpose is and whether the current advertising results meet our needs.
2. If the data is getting worse, you need to compare the before and after in terms of customer search terms to see which terms are performing poorly and whether you can find some patterns. If all terms are getting worse, then it is basically due to changes in the listing or the market.
Anonymous user Agree with: Hipo tempo, Little Newbie 6657, Broccoli, The Madonna of Paris, Cross-border Malo works hard to move bricks more » The main goal of broad match ads is to expand keywords and find potential keywords that you didn't expect. It can help you find some long-tail traffic. Although the traffic of these words is relatively small, the ACoS is usually low. So broad match is to cover more words. Whether they are particularly relevant to your product or not, you can run them first to find those potential keywords. Then see which keywords are performing well, and then take them out and run them with precise match, which can convert traffic more effectively.
But the difficulty of broad matching is that it will run a lot of words, and some of them are completely unexpected and even irrelevant. At this time, you have to check the Search Term Report frequently and negate those irrelevant or poorly performing words in time. Those long-tail words with small traffic but high conversion, although few people search, but they are bought once they are searched, and the ACoS is low, you can continue to run them and don’t waste them. As for those highly relevant words that have been clicked a lot but no orders, you have to think about whether your product is not so competitive or the page is not attractive enough. If it really doesn’t work, negate it first and try again when the product is more competitive.
Phrase match is similar to broad match, but the range of phrase match is more precise, so you can use it to control some more relevant traffic. For the initial launch, especially for new products, it is best to start with precise keywords and accumulate some data first. Once the product has some foundation, start trying broad and phrase match.
If the bid you give still does not perform well, or there is no conversion, you have to look at the competitiveness of the product itself. Sometimes, although some keywords are very relevant, you may not get the traffic, so you can only deny it and run other words. You can consider using these denied words for targeted advertising, bid lower, and see if you can "pick up leaks". Sometimes this method can get conversions at a low cost.
In summary, broad and phrase ads are tools for expanding traffic, but you can’t expect them to bring good results immediately at the beginning. You should analyze the advertising data frequently, reject ineffective words, find those high-conversion words, and obtain higher conversion rates through precise advertising. Xiao Meng Xin 6657 • Suzhou After reading it, I feel my thoughts are much clearer
Cross-border Malo works hard to move bricks • Meizhou A sudden enlightenment
No Words 0427 • Zhumadian I think your idea is right but not completely right. Broad and phrase ads are tools for expanding traffic, but they are not completely tools for expanding words. They have the attribute of expanding words for you, and the words expanded for you are not completely useful words. Some words may work well in phrases, but if you take them out for precision, they will become useless words. Phrases and broad are more like the mainstream choice of some sellers who pursue stability. They don't go head to head with big sellers for some big words, but use the orders generated by phrases and broad to make profits. Taking the words generated by phrases and broad to precision is more like a way chosen by those who are more ambitious and want to rush to rank, occupy positions and increase sales.
No Words 0427 • Zhumadian Your idea is good for small and low-priced products, but for large products, it feels like seeking death to compete with the group of people on the BS list who are born to grab the precise word ranking. It is likely that the advertising ranking will not grab the advertising and will take off directly. Our FBA shipping fee alone is 60 US dollars, but they dare to sell it for 89 US dollars.
Little Yellow rushes in the waves Agree with: Yeguixinghe, CHAN1127, meiklo, Shisishishishi, Hantan, Shenmore » Let me explain. Before I explain, I will attach the advertising data I was responsible for this month. The average order value was below 10 USD, and Tacos was at 8-9%.
SP advertising, in manual product placement, I use precision, phrase, and broad advertising. As long as the product is not bad, my advertising data is running well.
The problem of the original poster is that SP is broad and has phrases. Sometimes the traffic matched by the bidding is always very poor. The key is that the words used are all highly relevant words. I don’t know how to adjust it. How to adjust it? Here I take the new product as an example of my operation
How to adjust SP broad and phrases?
Answer: If it is a new product that you have never made before, and the company has no similar products, the price advantage is not very obvious, and the product is a standard product, it is not recommended to use broad and phrase advertising in the early stage.
If you really want to use broad and phrase ads, then you need to pay attention to the order situation of your automatic ads. If there are few automatic orders and acos is high, adjust the copy first, and then turn on automatic and manual broad and phrase ads. The matching data in manual ads and the data from automatic ads are very related and cannot be analyzed separately.
Finally, assuming that the copy description is not off track, sometimes the traffic matched by the bid is always very poor. The key is that the words that are run are all highly relevant. In this case, two parts of work need to be done: 1-Timely negation of words, judging whether your own links are capable of eating this traffic for this highly relevant word, and turning the click of this word into a transaction. This includes the competition of comprehensive strength such as price, pictures, comments, etc. when the link competes with other products. If you can't grab this traffic after comprehensive analysis, promptly negate the search words that are widely matched with this word and phrase. 2-Use the words that are negated above, open a precise advertisement, bid low, 0.6 times the recommended bid, and use dynamic bidding to test whether you can use the leaked price to place an order. The reason is that the relevance is high, and you are reluctant to give up this word, so you test it at a low cost. In this case, you should use precision and low bid to place it.
CHAN1127 • Guangdong I want to ask you guys, if it is SBV product advertising, and the ASIN of the strong competitor is fixed, many very general keywords will appear, such as the long-tail keyword of accessories, and the cost of these keywords will account for about 40% of the total cost of this advertisement. The other keywords of this advertisement have good order results and the keywords are relatively accurate, but because of the keywords such as accessories, a lot of budget is eaten up, and the advertising budget cannot be fully utilized. However, SBV product advertising can only be based on ASIN but not keywords. . I would like to ask how you usually adjust in this situation?
Anonymous User • Shenzhen OK, thank you. However, during the adjustment process, I also found that the conversion rate of the same search term with different bids is different. For example, if I run a phrase with a large word alone, the search term A does not convert at a bid of 1.5. However, if I adjust the bid of this large word phrase to 1.6, it can convert. How can I judge whether it is because I did not bid enough that these search terms did not convert?
BruceGong • Dongguan I would like to ask you, how come the CPC of this ad is so low? My average order value is also less than ten dollars, but the ACOs of the ad is very high.
Little Yellow in the Waves - Shenzhen @CHAN1127: Good morning. If the SBV has been running well before, then you can open a new ad group for this SBV ad first. When opening it, check if it is accessories. Then it should run less often. I suggest bidding with a lower CPC than the previous ad, so as to avoid competition in the traffic layer. For the old ad group, lower the bid by 0.01 every day. The main purpose of doing these two steps together is to transfer the ad and negate invalid traffic in the early stage. I hope you can reply to me if there is any effect later.
Little Yellow in the Waves - Shenzhen @BruceGong: Low CPC is first related to the category, so you should pay attention to this when selecting products. If the acos of products under $10 is high, it is difficult to make money.
Poetry Teacher Test • Guangzhou I would like to ask the original poster, is there any deviation when using automatic testing for copy relevance? Doesn’t this mean there is no automatic negation?
Yun Buzhiqiu · Shenzhen @浪里小黄冲哒哒: Good morning, I don't know if I understood it wrongly, I want to confirm, he said that the SBV's ASIN targeting ran out of accessories, but the SBV ASIN ads cannot be keywords; so I want to confirm that you said reopening an ad group means opening keywords or targeting ASIN.
Cross-border Ten-Year Slacking King • Ningbo @CHAN1127: There should be no solution. SP fixed investment can be advertised to the next level. SBV can only see which ASIN is naturally ranked first for this word and deny that ASIN.
Little Yellow in the Waves - Shenzhen @诗思师试: I don't understand what you mean. My test is to accurately deny the irrelevant words and words with traffic in the early stage when the automatic is turned on. If the words that come out later are highly relevant to your copy description, then the copy basically does not ask
Private Butler Financial and Tax Accounting • Shenzhen @浪里小黄冲哒哒: Yes
Wake up dreaming • Shenzhen But your precise BID is so low, will there be any exposure?
Wake up dreaming • Shenzhen This question is a bit tricky. First of all, you said that the performance was good before. How long did it last? How much data is there? If there is little data, it may be accidental. If there is a lot of data, and it is slowly getting worse. Then you have to consider some issues. First, has the quality score of your listing deteriorated? Your rating, return rate, etc.; secondly, see if there are any price cuts or advertising sales of competing products; then make sure that the search terms of previous customers and current customers are the same, and then consider whether the overall search volume or sales of this keyword has decreased; generally speaking, broader traffic is generally more difficult to control.
CHAN1127 • Guangdong @浪里小黄冲哒哒: This is a product positioning advertisement of SBV. I can't do any negation at the keyword level. I can only do ASIN
lEtmIheArU • Shenzhen Do you have clothing and accessories? Especially accessories
dianesss • Shenzhen Hi, I would like to ask, what should we do with words that have high relevance in broad phrases, high exposure and clicks, but very low or even no conversion?
A newbie who is willing to ask for advice • Japan @lEtmIheArU: Also looking for advice on accessories (men's accessories)
lEtmIheArU • Shenzhen @Xiaobai who is asking for advice: American? American men's accessories, a little unpopular,
A newbie who is willing to ask for advice • Japan @lEtmIheArU: Currently in the US, the price is quite high, but there is nothing I can do. I really want to find someone to give me some advice.
lEtmIheArU • Shenzhen @Xiuminwenjiaoxiaobai: Why don't you make accessories for women? But the competition is fierce. The price is normal. Now there are a lot of self-delivery 1.99 fried fish. It depends on the node you choose. If there are some quantities, you should still be able to make them. If you go for low prices, you should change to another category... Many of the people who are getting started now are those who smash the cabinets
A newbie who is willing to ask for advice • Japan @lEtmIheArU: We are a factory that has been doing TO B foreign trade for a long time. We just started doing Amazon this year. I am a newbie and no one has taught me. We haven’t hired anyone yet. I have to rely on myself. I am anxious and confused. I have no idea what to do (our boss is targeting mid-to-high-end products, not low-priced ones)
lEtmIheArU • Shenzhen @Xiuminwenjiaoxiaobai: Does Amazon still want to make accessories in the mid-to-high end? Forget it. Only action-packed ones like Gifon 129$ or branded ones like CDE lefil POVAI can be popular. Only those that cost hundreds of dollars can afford the high price after a long time. It's hard to say for newcomers. If you are also a newbie, it's hard to bear. I guess you don't even know how to give it away~
Kabuda in the Amazon Support from: Zeemen, Happy Coco, Bryce About broad, phrase and precision in manual advertising on Amazon.
What kind of words are widely used?
1. What is Broad Match
In the broad matching mode, keyword matching supports unordered matching, singular and plural matching, misspelling matching, synonym matching, etc. For example, the keyword set by the seller is projector, and the advertisement adopts the broad matching mode. When the user searches for the following words: projector, projectors, proje, proyector, projector, movie projector, mini projector, etc., they can all be matched and displayed in the advertisement position on the search results page.
2. Broad Purpose
First of all, we must understand the purpose of broad advertising. If you don't want to know this clearly, don't run the advertisement. The purpose of broad advertising is to expand the word base. Broad advertising has the most and most diverse words, which is most in line with the needs of expanding the word base. However, because too many words are exposed, some irrelevant words will be denied every day after the campaign is launched.
3. What kind of words are widely used
Generally speaking, I like to open a group and use the core keyword to play a broad match (the keyword with the largest traffic, such as selling projectors, the core keyword is projector). If it is not a very special new product, I will accurately deny this core keyword (the core keyword is generally not very effective in new product advertising). When the product is relatively stable (with more sales and reviews), I will release the big keyword (if you don’t want to deny, you can deny it for a week, and then not deny it for a week to conduct AB testing, and choose one with better effect to play). In addition to big keywords, it is recommended to use long-tail keywords (four words or more) that are very relevant to the product to play a broad match. Such words generally have a small amount of traffic, and it is easier to control them when playing a broad match, and some very surprising words can also be released.
Abu ABC • Shenzhen Thanks for sharing. When should we use broad terms and when should we use phrases?
No Words 0427 • Zhumadian What if I open a broad phrase just to fish for low prices in these words? Because the CPC of the precise words in my category is very high, the average CPC is 1.7, and if I open a broad phrase with 0.6 precision, the product competitiveness will be insufficient, and the ACOs will be unlimitedly high, resulting in no profit for the product. On the contrary, if I open a broad phrase to fish for low prices, the ACOs profit will be much higher.
Kabuda in Amazon • Chongqing @阿布ABC: This requires observing some market data of the product in advance, such as 1: product keyword ABA ranking, 2: market competition difficulty, 3: keyword PPC bidding. Taking some of our own products as an example, most of our product keyword biddings are in the range of 0.7-1.5. In the early stage of new product launch, we will mainly use manual precision. The main purpose is to include and observe the conversion rate. If the conversion effect is OK, the next step is to go broad, and then phrases. The core point is: when there are sufficient conversions, add other advertising models, step by step.
Kabuda in Amazon • Chongqing @不言0427: First of all, before we promote, we must clearly know the purpose of our promotion, whether it is to clear the stock, pave the way for the future, or profit. Each goal has different advertising strategies. In the current Amazon market, for individual sellers, I suggest that profit should be the main focus. In your question, the biggest problem that interferes with you is that your bid is too high, which affects the extension of your other strategies. In the case of insufficient conversion rate, even if you expand other words widely, it will be difficult for you to achieve results. Personally, I suggest that your current goal should be to focus on conversion rate, and manual selection should be mainly manual and precise. Before doing it, understand the average conversion rate of the product in the market in advance.
Bad Classmates • Guangzhou @不言0427: My fellow countryman, this is the first time I see an IP from Zhumadian. I am from Zhumadian and I am in Guangzhou.
Small City Stars and Moon • Shenzhen @卡布达在Amazon: In the early stage, you should look at the conversion rate instead of Acos
Anonymous user "I basically run ads with word combinations" - Everyone has their own advertising methods here, depending on what product you are making. If you don't need to worry so much about selling the product at the front, then it will be too tiring to adjust the word combinations. At least for your current confused state, it may be more irritating.
"I know how to adjust the position of a single keyword to improve conversions for targeted advertising, but I have never been clear about broad and phrase advertising, because there are many keywords that appear in broad and phrase advertising. Sometimes the traffic conversion rate from this bidding is very good, so I have never adjusted it. But suddenly the performance of this group has deteriorated and I don't know where to start analyzing it." -
According to my personal experience, the keywords in the ad group will fluctuate. The good/bad performance of these keywords in a certain period of time does not necessarily reflect the good/bad performance of your product. So if you don’t know how to adjust, just leave it alone. Try not to adjust it more frequently than once a week. We cannot change the fluctuations of the market, so it is best to remain unchanged in the face of changes.
After about a month, you can check which keywords are performing well and which ones are not performing well. Generally speaking, if your product is not good, the core keywords will definitely perform poorly , but if they perform well in the long tail and have conversions, then these keywords can be kept first; you can try to expand the scope of the core keywords, such as lengthening them by 1-3 characters, and try how they perform; phrases are rarely used, so it is recommended to use them as an auxiliary, and it is not recommended to focus too much on them during the new product launch period.
Lin Xiaojun's Jin Xiaojun Agree with: Xiaodouzitian, KianaKaslan The purpose of phrases and broadness is to expand keywords and cover long-tail traffic. Many people have explained this above, so I will not go into details here.
Let's discuss the original poster's question [For phrases and broad terms, I generally adopt the bidding model of only reducing, and also for single groups of words].
The reason why single word groups are common and accurate is that they need to collect more accurate data on large word ad positions and performance in the form of single word groups; however, the broad and phrase matching method itself determines that it is not easy to obtain clearer data when using single word groups, which makes it difficult for the host to face relevant data. The processing of these delivery words and search words mainly depends on the purpose of the host's advertisement, so as to set the corresponding ACOS and conversion standards.
In addition, for words that are ranked low or even worse in the ABA ranking, it is not very meaningful to use a single word group because their traffic is limited and it often takes a long time to obtain sufficient data samples. Therefore, you can consider putting keywords with similar rankings or similar scenarios into one advertising campaign at the same time to extend the observation time, which can also reduce the time wasted on broad and phrase ads, so that the campaign can run enough data for judgment.
dandandan123 Support from: Happy Coco, shiyi11, Our Lady of Paris, Anober, 5805ABC More » Let me briefly explain the idea: the essence of broad and phrase is "finding words in large quantities", and the core of adjustment is just two steps - screening words + controlling flow.
First look at the search term report
In weekly reports, separate the converted words into precise groups and add negation to the original broad/phrase groups (to avoid competing with yourself);
If relevant words come out but have not been converted, just reject them (such as material words and scene words).
Don’t just bid “lower only”
Use dynamic bidding for groups with good performance (such as phrases with ACoS 15%), and let the system help you grab a good position;
The group that suddenly deteriorates should be checked first:
✓ Has the conversion rate been lowered by negative reviews recently?
✓ Are competitors offering off-site discounts for this keyword?
✓ Did the ad space drop to the product page? (Compare historical click-through rates)
Open a group with another word
Merge the same type of words (for example, put "Bluetooth headset" and "wireless headset" in the same group) to concentrate the budget and make it easier to generate data;
If you really don't know how to use it, just be rough: use broad matching only to expand the keywords, and transfer all the keywords that come out to the phrase/precise group and readjust them.
Finally, remember: the broad scope/phrase is the fish pond, and precision is the net for catching fish. Take out the fish (good words) regularly, and drain the remaining trash (junk traffic) (negation).
Pretend to be a mask 1. Diagnosis stage•Download the search term report and accurately negate all the junk terms that consume the budget but do not generate orders (such as free shipping keywords)•Use the brand analysis report to find the long-tail terms with the top 20% conversion rate, and open a separate precise matching ad group to compete for ranking
2. Adjustment stage • Broad match group: maintain but reduce bid (70% of recommended bid), budget share ≤ 30%, specifically used to develop new words • Phrase match group: focus on maintaining core words (such as "wireless headphones"), enable dynamic bidding and only reduce, budget share 50% • Create a new precise match group: use the selected high conversion words, set a fixed bid + 50% increase in the first place on the homepage, budget share 20%
3. Monitoring red lines• Matching groups with ACOS exceeding gross profit by 20% for 7 consecutive days will be suspended immediately (policy red line: continuous losses affect account health)• Broad matching groups must add ≥5 negative words per week, otherwise they will be shut down directly (don’t let junk traffic burn money)
HiPP tempo Agree with: Small Town Stars and Moon The previous logic was that, under the premise of matching product competitiveness, the promotion of keyword natural ranking mainly depends on precise dynamics, and broad and phrases are used to expand keywords or low-cost orders. However, in the recent promotion process, it was found that in the fiercely competitive red ocean categories, such as female T, the early core big words cannot pry traffic at all, and the conversion rate is extremely low. On the contrary, low-bid phrases and broad low-cost orders have better results. Moreover, as long as the number of orders reaches a certain level, the promotion of core keywords will also have an effect. It feels that there is no fixed standard and form for advertising now. It can push the natural position forward and increase the number of orders. No Words 0427 • Zhumadian That's what we said. Our company sells the same product for $130 to break even, while our competitors are already selling it for $89. The FBA shipping fee alone is $60. It's undoubtedly suicidal to compete with these desperate people for precise keywords to pull rankings. On the contrary, we don't pursue rankings and let them compete at low prices. We raise prices to hit phrases and hit broad targets. Although the order volume is not large, the profit can reach 20% or even higher.
Anonymous user
Let's discuss the next direction: The word with the largest traffic in the category ABA is also the main word to be targeted next. Currently, ABA has not grabbed the ranking, and the listing ranks T3, priced at $9.99. There are broad and phrase matches. This week, it is pulled out for precision, but the data is unstable. As shown in the figure, CPC is 0.76, I give it 0.84, and the homepage weighting in Placement is 10%, and the bidding model only reduces it. But there are only 17 clicks today.
Amazon's recommended bid is $1.08. The current bid is gradually increasing. Is it necessary to give Amazon the recommended price directly? Or try to lower or increase the bid mode? But I am afraid that Amazon will push the bid to an extremely high level.
Background: Currently, the top 10 products in the category have the highest prices, and competing products range from 5.99 to 8.99, and the low-price competition is fierce. lEtmIheArU • Shenzhen What kind of data are all waiting for a jewelry manufacturer?
Anonymous User • Zhengzhou @lEtmIheArU: Home category, not accessories
lEtmIheArU • Shenzhen @Anonymous user, it seems I should go to home and have a look
No Words 0427 • Zhumadian The largest ABA for a keyword is only 0.8. The long-tail keyword in my category with very little traffic has a ABA of 1 and the largest ABA is over 2 US dollars.
Anonymous User • Zhengzhou @不言0427: This one is new, and now it’s recommended.
Gnitliang Agree with: See the road but not zou Let me share a tip about SP broad or phrase advertising that I just discovered these two days: The basic CPC of SP keywords opening broad or phrases is different. Even if the same theoretical bid is achieved by adding BID under the same matching strategy, the traffic level obtained is different.
The cause was the same problem that the poster encountered, that is, the conversion rate of the broad ad group was sometimes high and sometimes low. After downloading the search report in stages, I found that after the operations in the later stages reduced the CPC and increased the BID, 70% of the keywords that came out were different from the original ones. The keyword roots with good conversions could not come out, resulting in poor conversions.
Cross-border Malo works hard to move bricks Broad and phrases are mainly used to expand traffic and expand keywords. When there are relatively good conversion words, they are taken out and targeted. Precision is mainly used to control keyword rankings and promote keyword rankings in natural positions.
Salmon Road The core of adjusting broad match and phrase match lies in data-driven + dynamic optimization
Broad match: initial word test → mid-term screening → late-term stabilization Phrase match: initial precision → mid-term efficiency improvement → late-term cost control
Anonymous user Pick out the words and type them accurately. The broad phrases will eventually play a role in expanding the flow, and it mainly depends on accuracy.
Anonymous User • Shenzhen Yes, that's right. I did put all my energy into precision, but the broad and phrases I opened didn't run well these past two days, and I didn't have a good idea for adjustment.
Unknown Store • Hong Kong What to do if the accuracy is particularly poor
DDAANN • Shenzhen Running big keywords is accurate, expensive, and has no conversions. Using big keywords as root words and running long-tail keywords widely can pick up some single conversions, which is good. Do you really rely purely on luck to do business on Amazon?
SHAD2W3 • Guangzhou @Unknown seller: The product is not competitive enough
7Alkaid • United States @DDAANN:Product problem
Anonymous User • Quanzhou @DDAANN: Then try a single long-tail keyword. It may be that the competition for big keywords is fierce and the product cannot beat it at present.
Anonymous User • Quanzhou @Anonymous user mainly relies on precision and stable orders, so just lower the bid for broad and phrases, and use it as a traffic expansion aid.
lEtmIheArU • Shenzhen @7Alkaid: Advertising performance When it comes to product issues, there are many reasons that can be expanded.
Abu ABC • Shenzhen @Unknown seller: It may also be a link problem
BreathingMark • Hangzhou First of all, we need to distinguish the stage of your product. Within 30 days of launching the new product, you don’t need to consider conversions for the time being. It mainly depends on the exposure, click-through rate and the correlation between the word products. If it is not related, you must deny it in time. If it is already relatively stable, you must first run the word widely, then change it to phrase positioning, and accurately place the order. Of course, click-through rate and final conversion are needed to consider each level. If the conversion is not good, consider competitiveness (such as price or comment related), and the click-through rate is not good, you need to look at the pictures and comments. Sometimes, you need to look at the overall operation. The above is just my humble opinion. Please correct me.
lucky Xiangyang • Shenzhen Please ask all the big guys, I have the same doubts. The word abc is widely opened, and the search term is ab, acos 17%, but I pulled out the word ab and typed it accurately. I clicked 12 times and haven't issued the order yet. I don't know why this is.
Anonymous Users • Quanzhou @lucky Xiangyang: The locations of wide and accurate runs may be different? 12 times are too few, so observe for a while.
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