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How to make accurate use of every penny of our advertising budget on Amazon and reduce advertising losses are the top priorities of our daily operations. A good advertising strategy plays a critical role in increasing our links and sales.
I have summarized this "truth" as follows: buy accurate traffic at the right time to generate enough clicks and place orders at the right position, thereby leveraging the natural ranking and getting a large number of orders after entering the position before the homepage .
Speaking of "appropriate positions", what are the positions of Amazon ads? There are three positions for ads: the search homepage, the rest of the search results, and the product details. These are what Amazon usually calls ad positions.
What is the underlying logic behind the existence of ad slots? First, the size of keywords produced by different CPC bidding is different. Second, the advertising positions of different CPC bidding ads for the same keyword are different.
02.
What will happen if you don’t understand the logic of ad placement? 03. What are the factors that affect advertising space?
04. Ad bidding strategy
1. Fixed bidding:
Amazon will use precise bidding for all impressions and will not adjust bidding based on conversions. Compared with dynamic bidding, fixed bidding may allow advertising costs to get more impressions, but the conversion volume will decrease.
How to understand it? Fixed bidding can maximize exposure and obtain a relatively fixed number of clicks, but the conversion rate may not be good.
When to use fixed bids?
Fixed bidding calculation: Fixed bidding CPC bid is fixed (regardless of quality weight). For example: AB keyword bids 0.8, CPC bid = 0.8*1 = 0.8
When is it appropriate to use?
New product period and newly launched ad groups: when a large number of exposures are needed to test the order placement of ads and the appropriate bidding;
It is better to place orders in other locations: Amazon does not need to adjust CPC bidding at will;
When gradually moving the ad placement up the rankings: from the product details page to other locations, and then slowly to the home page;
2. Dynamic bidding - only reduce:
Dynamic Bidding - Only Down: Amazon may lower the bid for the corresponding auction if it finds that your ad is unlikely to convert into sales. This may happen for less relevant search queries or poorly performing ad placements, for example.
How to understand it? The first point is relevance - copywriting. Secondly, if CPC is relatively high, or you don’t want the advertising budget to be consumed quickly, you can choose to only reduce it;
When to use dynamic bidding - only lower:
Dynamic bidding - only lower the bid calculation: only the bid that is lowered is variable, but it will not exceed the highest bid (without considering the quality score weight).
For example: bid 0.8 for AB keywords CPC bid range = 0.8*(0~1) = 0~0.8
When is it appropriate to use?
Used to make up for missed orders during the mature stage: It is naturally located on the homepage, used to pick up missed orders;
It is better to place orders on the product page, but the CPC click cost is relatively high;
CPC is too expensive, exceeding $2, and the budget is burned quickly;
3. Dynamic bidding - increase and decrease
Dynamic Bidding - Up and Down: Amazon will increase your bids for clicks that are more likely to convert into sales. With this scheme, Amazon will also decrease your bids for clicks that are less likely to convert into sales.
How to understand it? First, the relevance of the copy. Second, the judgment of "possible and unlikely" is mainly measured based on the conversion rate. Finally, good use can improve conversion.
When to use dynamic bidding - up and down?
Increase and decrease bid calculation: The bid for the first page of search results will not exceed 100%. The bid for other positions and product pages will not be increased by more than 50%.
For example: bid 0.8 for AB keywords The highest CPC bid on the home page = 0.8*(1+1) = 1.6 The highest bid for other locations and product pages = 0.8*(1+0.5) = 1.2
When is it appropriate to use?
7-day conversion rate greater than 10%
Not enough clicks, but enough budget to burn through
Most orders are placed on the first page and product page
During the peak season, we will strive to get more orders through activities
summary:
Product in the middle and late stages: If there are many orders in the first place and on the product page, but few clicks, and the budget cannot be fully used up, you can use the increase and decrease methods to carry out activities.
New products and mid-to-late stage: If the orders are the most in other positions, it is more suitable to use fixed, which is easy to control the position. Mid-to-late stage: If there are many orders on the product page, the CPC is expensive, and the budget is quickly burned out, it is most suitable to use only reduction. CPC bidding strategy is not fixed. It needs to be adjusted according to market changes and intervene in the system to choose the right direction.
To adjust the ad position:
- First lock the target: adjust the click to the position where the current ad is suitable. See whether the conversion rate reaches 10% or which position has the best order effect.
- Analyze data for diagnosis: Analyze 7-day and current day data to see if clicks go to the desired location
Determine the adjustment plan: whether to adjust CPC, increase the percentage, adjust the budget, and how to adjust the bidding strategy
How to judge whether CPC is adjusted or not:
- Check whether the clicks in the last day have taken you to the desired location
- If there are more than 10 clicks, CPC will not be adjusted.
- If the conversion rate is less than 10 times but the target is reached, the CPC will not be adjusted.
- If the click and conversion rates do not meet the target, the CPC will be adjusted.
- If the click meets the target, but the transfer does not meet the target, the CPC will be adjusted.
Look at clicks first, then conversions, and then decide whether to adjust CPC or not
How to adjust CPC when playing ranked games:
- If you pull from the product page to other locations: increase CPC + fine-tune the percentage
- If you want to pull the first place from other positions: increase CPC + percentage
When CPC bid is less than 2 USD: if the number of pulls is less than 5, CPC will be adjusted by 0.05-0.1; if the number of clicks is less than 8, CPC will be adjusted by 0.2; if the number of clicks is less than 12, CPC will be adjusted by 0.3.
How to adjust the budget:
The increase or decrease of the budget is also based on the conversion rate:- If the conversion rate is lower than 10%, you need to reduce the budget to control the flow, but at least give 10 clicks.
If the conversion rate reaches 15%, the budget will increase by 2-3 US dollars. If the conversion rate reaches 20%, the budget will increase by 3-4 US dollars. If the conversion rate reaches 30%, the budget will increase by 5-6 US dollars.
CPC and percentage combination 1:
If the CPC per-click deduction cost is too high (more than 2 USD), it is expensive to get the first place. Then adjust to the homepage and reduce CPC: low CPC + high percentage + only reduce (fixed)
- CPC cannot be too low: too low will result in no exposure. The minimum recommended bid is 20% floating
- The percentage is determined by the final score: the final score cannot be higher than the existing homepage bid, otherwise it will be meaningless
- Flexible adjustment of bidding strategy: if the number of clicks is less than 10, change to fixed
No guarantee of success
CPC and percentage combination 2:
If the remaining positions and product pages still have good performance: high CPC (normal CPC bid) + low percentage (no more than 50%) + fixed/only reduce
Note:
Low CPC cannot reach other positions
Only lowering the limit can pull some clicks to the product page
Keep good data records
CPC and percentage combination three:
If the conversion rate is high, the number of clicks is low, and the budget cannot be used up, multiple ad positions are required (each position has a good conversion rate): high CPC (normal CPC bid) + low percentage (no more than 50%) + increase and decrease/fix Note: Click to activate and it can be adjusted to fixed
CPC and percentage combination 4:
If the conversion rate is high, the number of clicks is small, and the budget cannot be used up, you only need to go to the first place: low CPC + high percentage + increase and decrease / only decrease / fixed Note: Click to activate can be adjusted to fixed or only lower
05. How to analyze advertising data models
Each operator needs to know what the data model of their advertisement is. Then they need to know from which dimensions to adjust the advertisement.
Finally, I leave a few questions for you to think about
- The advertisement has conversions for a period of time and no conversions for another period of time, but the overall data is good. How should I adjust it?
- When adding new ads, how can you complement the old ad groups instead of competing with yourself?
- An ad group that was running well suddenly has only clicks but no conversions. The front-end page copy has not changed, and the review score has not changed much. How can I optimize it?
When running manual advertising, how can we efficiently select advertising words with high traffic and high conversion?
I like to drink Wahaha- ? Don't be too picky Agree with: mi596314, HeroMoon, Bird's Eye Horizon, Phoebe Wang, Color South City More » Come and see that you are deeply involved in various advertising optimization strategies and cannot extricate yourself. Let me briefly explain a few sentences. How much you can understand depends on your understanding of Amazon's advertising sickle.
Amazon is a platform for selling products. I believe that the core keywords of a product will not exceed 5 (I will not elaborate on what core keywords are. I will post a post to talk about them one day if I am interested)
A stool is just a stool, plus the color attribute, plus the functional attribute, plus various so-called differentiated attributes, that's all, the rest is small Karami traffic, putting too much time and budget on those small Karami is nothing more than getting familiar in front of a large number of buyers, and it's useless. Maybe you're lucky enough to get a single order, so there is a kind of advertising strategy called leak-picking advertising
There are only a few core keywords for a product, so what can you do with all kinds of advertising operations? The reason why Amazon has come up with so many fancy tricks is that it essentially wants you to pay tuition fees in various ways, and then reward you with a few orders. Therefore, most people's ads end up being a mess, with garbage data, and they end up thinking that there is a problem with their own advertising operation capabilities, and never doubt whether there is a problem with their products or whether they are competitive. Well, they post everywhere, read newspapers, look at various advertising optimizations, etc., listen to the instigation of those "big guys", and do this and that.
What is the purpose of advertising? Is it to help you place orders? Without advertising, you cannot sell products.... If the product you choose is like this, don't doubt your own operational capabilities. It is really not that important, nor that profound and complicated. Tell yourself affirmatively that it is the product that is not good. The most amazing thing about successful people is not that they can accomplish everything, but that they know when to give up.
The time and money you invested in this product will eventually be worth more than what you get from Acos. Giving up is a skill that many people don't have. They are exhausted by a junk product, and finally doubt themselves and give up on Amazon. Hahahaha
The only purpose of advertising is to make people see it. The only purpose of advertising is to make people see it. The only purpose of advertising is to make people see it. I can't go into more details. I'll just say this. It's already very straightforward and has already affected the interests of many sickles.
The last sentence is, product is king. What is really worth talking about is the product, and no one will tell you. Bird's eye view of the horizon Most of what they said is right, but not many people can understand it, because products are much more difficult than advertising. It's like most people like to endure physical hardships (because it's easy) and don't read books. You know, concentrating on reading not only destroys (double quotes here) the spirit, but also consumes physical strength, hahahahaha.
I like to drink Wowhaha @鸟观视野: I want to hear your opinions on what you think is wrong. If it is about the product, I think not everyone is suitable to be a designer. It depends on the person. Some people are not suitable for a certain industry or a certain industry is tailor-made for them. Learn to give up. This ability is very important and requires clear self-awareness and courage.
li nux0628 Since the product is king, the same is true for the operations position. . .
Qualified operators tend to be able to quickly complete sales even if they encounter junk products (the premise is to make assessments in advance: gross profit target, promotion cycle, whether to continue to replenish stocks in the future, etc.)
Eat eight meals a day @linux0628 : There is a reason for 70% product and 30% operation. What he meant is that you should not rely on research on advertising to promote the product, but focus on product selection. However, 30% operation is not useless. The basic work such as product understanding, listing, A+ cannot be neglected.
cha ngtian This is indeed the case. I spent three months to develop a set of advertising bidding strategy frameworks, and then adjusted the ads according to this framework. In three months, I accumulated a lot of keywords, but in fact, the orders were all from the core keywords. Long-tail keywords only occasionally made an order, showed up for a while, and then there was no follow-up. Most of the orders came from core keywords (at least medium and large keywords), and long-tail keywords almost only made one order.
For those who hope to survive by picking up leaks and advertising, I advise you to give up as soon as possible, because the orders for long-tail keywords are very scattered and unstable, which has little effect on the listing. In the long run, it will cause great harm to the listing. Therefore, for sellers, it is better to spend time on product selection than to concentrate on studying advertising methods. Choosing a suitable product is a hundred times better than adjusting the advertising effect.
Bear dry Yes, we used to study various operation methods, but later we found that the product is king and the supply chain cooperates. If a product is often returned and often has bad reviews, can Amazon consider it a good product? Their mechanism is to eliminate bad products.
8-pack abs Eddie Peng 1: Advertising models, advertising theories, and advertising masters are just different in efficiency. Spend more words, create more ads, and build your understanding of this category through trial and error. In other words, you spend money to buy other people’s experience in this category.
2: Build traffic, draw graphs, and reach the basic line. The follow-up is icing on the cake. What is the basic line? If you have multiple models, then compare the CTR and CVR of each model in each month. There is really not much difference. The difference is very big. In essence, it is the difference between you and your competitors in the efficiency of finding effective traffic words. How to make up for this gap? Test first. At least you have enough samples to analyze. Don't search on QQ. If you come across someone else's good advertising theory and you do it and find it effective, you think it's awesome. Don't spend money to buy enough sample data first!
3: What is difficult for most operators? The difficulty is that you know the product you got is not good, but you don't have the courage to leave. The difficulty is that the only changes you can make are operations and advertising, and you can't change anything about the product. Isn't such a company a waste of yourself? Take some time to find a good company, after all, it will accompany you through the golden years of your life.
4: I find that the more I talk, the more I want to say. Let me stop here. I haven't posted for a long time because of operations. There are only a few things about advertisements. Products are the biggest topic. Try to get more exposure to the product side on the basis of doing the basic work well.
Romaine Lettuce • Xi'an I'd like to ask you guys, is it really useful to see others say that opening ads in various positions, or do I have to pay attention to which position my product is on the page? Isn't Amazon advertising different for each person? Different zip code addresses also push different products, not to mention the buyer's own search and browsing history. Please help me solve this problem.
I like to drink Wahaha · Shenzhen @罗生菜: Blocking the ad space, how much time and energy do you have to do this? Are you so bored? You do this for one product, try two more. You use all kinds of messed up keywords. I admire those who block the ad space all day long, and never get tired of it.
Efforts equal gains • Foshan “The only purpose of advertising is to make people see it.” Whenever you are confused about advertising, just read this sentence to clear your mind.
Manual Gates Shanghai @linux0628 : I used to think so too, but later I really found that choice is more important than hard work. The crudely optimized sales of the right products are far better than your sophisticated operations.
Ya ra827 • Nanjing As an operation worker, most of the time we can only give feedback and give suggestions. If the product is really bad, we will naturally give up. Good products are hard to come by, so advertising is still important, otherwise it will be questioned by the developers...
John AnMr. Don't Think Too Much • Shenzhen Don't make diodes. It's true that products are king, but opportunities for good products are limited; and the bonus period of products is also limited. A good operation is to be able to quickly promote to the front in the early stage, and to be able to maintain the position profitably at the end of the bonus period.
syclv mm • Shenzhen Our company developed a product that another company wanted to make. We provided the ID, but they didn't want to make it in the end, so we made it and put it on the shelves. We only wrote a title with a core word, no five-point description, no A+ or anything, and it became popular overnight and lasted for two or three months.
wang boy • Dongguan Correct answer: If the conversion rate of core words cannot be raised, or if it is raised, there is no money to be made, then give up on such products, as they are not suitable for you. These are not problems that can be solved by advertising. Unfortunately, if you don’t give up, you will try your best to improve the advertising and doubt yourself.
zjh 123 • Nanjing Be brief and concise. The boss of the previous company moved aside a lot of ads, and took out some long-tail keywords that were running out and singled them out. In the original ads, Irrelevant keywords that were only clicked once and had no search volume were also rejected. . .
winwi nwin • Xiamen At first glance, it seems to make sense. The purpose of advertising is to make people see it. However, if you only know this, in this era of sellers, unless you encounter a big hit or a super blue ocean, you will definitely lose money. In the long run, there is only one standard for measuring an operator's advertising: to get more conversions at a lower cost, and advertising optimization is to do just that.
Practical skills should not have a high price! Zhiwubuyan Community offline seller circle - City Club! We encourage multiple people to group order to ensure that sellers can conduct course activities at the lowest possible cost, so that sellers can afford the course! How to join? RoseLeee -Labrador Agree with: Money comes from all directions, GW17816116490, 123456y, Boiled meatballs, Hibiscus marshmallows more » The four questions left by the brother above are all classic advertising questions. I would like to answer questions 1 and 3 here, and make some of my own practical thoughts and operations.
1) What should you do if a campaign/ad group/ad slogan performs well for a period of time and poorly for another period of time, and is generally lukewarm?
Here I am thinking with the least variables, taking the example of a fixed bidding single activity single ad group single ad word precise matching of word A. If the bidding remains unchanged, this is a fluctuation. If the number of clicks is large enough and the time is longer, the data will be less biased, that is, more budget can be used to test whether the current bid for word A and its method are in compliance.
In addition, I will not make too many adjustments to the 7-day attribution cycle of the aggregate ads. Finally, if the purpose I want for this word is achieved, I will most likely not make any adjustments, assuming that I have achieved my goal of getting this word to the homepage through this ad group.
3) Let’s take the example of a fixed bidding single campaign with a single ad group and a single ad word that precisely matches word A. The performance was good before, but later suddenly there were only clicks but no conversions. I would first look for a few problem points.
1. Are there many competitors for this word? Is it because of market competition that only clicks are made but no orders are placed?
2. Will my natural position of this word compete with my advertising position for traffic, so that the attribute should be attributed to the natural position rather than the advertising position. At the same time, through observation, the advertising position can be placed on other positions.
In addition, considering my purpose, if I need a better natural position, I will continue to strive for a more forward position. If I hope to snatch traffic from competitors, I will strive for a more forward position.
The above are my personal thoughts and operations in practice. I hope you can point out the shortcomings and give me your thoughts and suggestions. gxd511 Agree with: laohai, Trance, NachoWu, 啊哩哩, GW17816116490 more » Compared to product research, advertising is easier to get started with; product research requires a lot of investment, including research, development, proofing, and shipping, which requires too much time, energy, and money, and the threshold is also higher; compared to product research and development, advertising can be invested immediately and the effect can be seen immediately; product is king, which is the foundation, but the trial and error cost of developing new products is also very high, so in developing competitiveness, operating good advertising is equally important
Chiren Dreams Agree with: Youde Fenfang, I like to drink Wahaha, Xiaoqi makes money to support a paper man, NachoWu, I want to go to the beach more » Two people around me were selling the same product at the same time. In the face of the big red ocean products, the one who is familiar with the advertising logic does have better advertising expenses and orders. There have also been cases where two people sold the same product, one sold it well, and the other couldn't sell it.
However, for ordinary products, no matter how much experience you have, they are powerless under white hat operations. 70% product and 30% operation are both very important. Anonymous User • Dongguan There are indeed many such cases, where two people sell the same product at the same time, and one of them is very popular while the other is not. In fact, I think it is more of a matter of luck. How should I put it? I personally think it has something to do with the first wave of traffic from Amazon, or the first few buyers.
Jerry0752 -Born in adversity, die in comfort - The basic traffic volume is not large enough, and the data is in a wave-like shape. Just add more traffic words or increase the bid.
- There is a placement board in the ad, where you can see the keyword placement type and effect. Just avoid the same placement type. Follow the precise phrase broad bidding in descending order to get exposure in different positions
- Eliminating seasonal influences can improve bidding observation. Generally, due to the influence of market competitors, your bidding is not competitive enough, resulting in changes in exposure positions.
High-frequency root words of competitor traffic words, keywords with natural positions
Agree from: little house, Huohuo Jaden, leetaoking Products are definitely the most important. So what is the value of operations? The value of operations lies in thoroughly understanding the product, making a good set of pictures and A+, and planning good copywriting to perfectly present the product to customers. Then run advertisements so that more people can see it. Excellent operations can increase product sales with less cost (time and money, etc.) and ultimately make a profit. The clear stream is very shallow Agree with: Mr. Baozi, Drinking Water out of Boredom, Leetaoking Advertisement, advertise widely. The purpose of advertising is to attract/expand traffic to your product. Once the ad position reaches your target location, you can then observe your results.
Result 1: It is possible that you just lack traffic, so if you divert/expand traffic, you will explode.
Result 2: You spend a lot of money, your ACOS soars, and the images/copywriting is done to perfection, but there is no conversion. That’s a problem with your product.
What the friend said before is very right. We should have the courage to doubt the product instead of doubting ourselves and wasting time.
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