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Anonymous user It is a non-standard product with a low average order value. It has been in the market for two years. Perhaps because it caught up with the trend, it became popular in just two months and was once ranked in the top 3 . At that time, there were not many competing products, and the price was 12.99. It sold well for half a year, but as time went by, there were more and more competing products, and the ranking slowly dropped to about 10th in the small category. I wanted to stabilize it, so I held flash sales every month and slashed the price to 6th. The flash sales ranking would rise a few places, but it was not obvious, and it was a loss. It was also difficult to raise the price after the price reduction. Recently, it has slowly dropped from 10+ in a small category to 20-30. I have studied a lot and selected two precise long-tail keywords. I turned on the precise targeting to the homepage, but the conversion rate is average and the ACOS has also exploded. Now I don’t know how to optimize it.The core keywords are a bit general, and the front row is occupied by big sellers, making it difficult to squeeze in and the conversion is not good. At the same time, I opened several groups of small words for broad advertising, but the conversion rate was not good. The more detailed the work, the more confused I was.
At the same time, I studied the data of the top 20. Most of them have very high natural positions . The SP advertising positions checked by software are either non-existent or very far back. Natural traffic accounts for the majority, and advertising traffic only accounts for about 10 (see picture). Are they all off-site?
On the other hand, my natural traffic is only 10%, advertising traffic is 30%, and the remaining 60% is all referral traffic. I don’t know what’s going on. The advertising is so popular, but the natural traffic is getting less and less. If the advertising is reduced, the order volume will decrease, and the natural traffic will not increase.
How to optimize the low unit price of non-standard products and bring the ranking back?
The top 20 competitor keywords all rank high without any advertising, occupying the positions. How does this work?
Here to give an update. I stopped all advertising this week and tried off-site activities. The effect was quite good and the ranking came back. The next step is to work hard to stabilize it.
"Wonderful Reply"
If you think what I said is wrong , then you are right. Agree from: AGI rookie Chen Zichuan, ccdzd1, any123456, 18 Full Moon Scimitar, Xiao Bashen More » We had a brief discussion in the group and the conclusion is as follows. The answer comes from Alex , but he doesn't have the identity of the answerer, so I helped him post it.
Alex and Meng Xiang agree:
This link says it’s 12.99 USD, but the current transaction price is around 7 USD, which shows that the market is being rolled up;
The total CVR of all ads is 10%, but in the last seven days it is only 7.22%;
The seven-day advertising budget is $171.72, an average of $25 per day, but there are 9 campaign groups
Our conclusion is: We were lucky to succeed before, and it is only natural that we are going to die now.
Alex's advertising suggestions:
Now let's analyze how I would handle this matter if it were me:
According to the actual data of CPC and CVR, CPA is about 9 USD, that is, the cost of placing an order is 9 USD. Assuming that there is a 20% gross profit at the transaction price of 7.46 USD, there is about 1.5 USD gross profit per order, that is, 7 orders are required to offset one advertising order, and the proportion of advertising orders needs to be controlled within 15%;
I have prepared a lot of goods for this product. I have to do it anyway. Now there are about 30 people in the small category. There are about 3 orders per day for advertising orders, and the proportion of advertising orders may be 80%. (In contrast, my natural traffic is only 10, advertising traffic is 30, and the remaining 60 is all recommended traffic. I don’t know what happened. The advertising is flying, and the natural traffic is getting less and less. The reduction of advertising will reduce the number of orders, and the natural traffic has not increased.) Therefore, this link has only 4 to 5 orders per day. Our goal for the first stage is 15 orders. According to the 85% advertising order proportion, the advertising needs to have 13 orders per day, that is, we need to spend 117 US dollars on advertising every day;
If you can spend so much budget in a day, you can reduce the advertising activities to the one with the most orders, first meet the growth of orders, and the best ads still have a CVR of 13%.
My personal question: Is the third ad in the first picture 807 clicks 29% ASIN Target or a small word? I bet it is ASIN Target, they all say it is a small word haha. Anonymous user • Yichang • 2024-01-13 10:01 Thanks for your reply, your analysis is very insightful. The market is getting more and more competitive. If you want to be on the homepage, you can only increase CPC, so the cost of placing an order is getting higher and higher, and ACOS will explode.
There are about 3 orders per day for advertising orders, and more than 10 to 20 natural orders. As you said, I tried to turn off the others a few days ago and only opened one, paying $25 a day, but only one or two orders were converted.
I have tried many advertisements, but the conversion rate was not good and there was no obvious growth in advertising orders. It may be that I am too obsessed with in-site advertising.
I recently analyzed the top 20. They hardly give out any advertisements, but their natural rankings are all high and they hold a firm position. I think it may be due to other methods.
So next I want to use this advertising budget outside the site and give it a try. Do you think this will work?
The last question is, that ad was for ASIN and it had very good conversions for a while, but in the last one or two months there were no conversions, so it was turned off.
Stupid Sheep noih • Hangzhou • 2024-01-13 16:10 @Anonymous Poster: Actually, you can abandon this product and stop the loss. With this average order value, without stable keyword positions and natural orders, it will not bring profits in the end. Off-site is just icing on the cake, don't expect it to be a life-saving help.
Anonymous user • Yichang • 2024-01-14 13:07 @笨羊noih : OK, thanks for your reply. Now I am losing more and more business, especially with temu’s actions, the situation is getting worse and worse. I still want to open a business with a higher average order value in the future.
Open Society • Shenzhen • 2024-04-26 11:47 @笨羊noih : It turns out that in addition to teaching people how to advertise to achieve good results and profits, you can also help fellow sellers avoid losing money by judging the products and stopping losses in time. Great!
Often walk by the river • Dongguan • 2024-08-08 11:51 The key question is how other sellers get to the top. They basically don’t advertise, but they are ranked high naturally and firmly occupy the top.
Kick your bottle away • Shenzhen • 2024-08-08 18:09 According to Alex's advertising operation suggestions, the subsequent problems are: the traffic of keywords is still very small, and they rely on advertising to make orders. The low advertising conversion leads to large fluctuations in the ranking of link keywords, and the advertising budget cannot be reduced later.
It should be like this -God helps those who help themselves Agree from: ccdzd1, any123456, Allthetime, and tutttt "A two-year-old product that was very popular in the early stage, but was squeezed out by new competitors half a year later. Its ranking dropped, and both organic and advertising conversions dropped. Price cuts didn't work either. The proportion of advertising for the same product is low, and its search ranking is high."
Advertising is just a means of attracting traffic. Is it possible that your product’s life cycle itself is in the decline stage?
How do the product styles, parameters, cost-effectiveness, appearance and other comprehensive aspects compare with competitors?
How does the marketing effect of the link compare to that of the competitor’s link?
Your competitor’s natural ratio is high, and its advertising ratio is low, so it ranks higher than you. This is either because its link conversion rate, click-through rate, and other aspects perform better than yours, or because it is supported by gray operations.
In general, according to the information you provided, when the advertisements and conversions are getting worse and worse, you should think more about and investigate the reasons for the decline in link conversions, because your continuous optimization and adjustment of advertisements will only affect the relevance between the advertisement position and the search term content. If the link conversion rate itself is not good and price reduction cannot increase the conversion rate, then the point that needs to be optimized has little to do with the advertisement. Anonymous user • Yichang • 2024-01-12 09:07 The product is not like that. My competitor's product is the same as mine, but the pictures are different. They have been on the market for more than a year. They don't advertise, but the conversion rate is very high, and it's basically all natural traffic. I advertised, but the conversion rate was average, ACOS exploded, and the advertising accounted for the majority, with natural traffic accounting for only 10%.
What I don’t understand now is how the competitors are promoted without advertising and are firmly in the front row.
Should be like this • Shenzhen • 2024-01-13 13:01 @Anonymous poster:
The other party's link itself has good conversion conditions. In the early stage of growth, it may use other means of attracting traffic to increase the link weight. High conversion and superimposed traffic will improve the stability of the link. If the conversion rate of your link itself is relatively poor among the same products in the category, it will be difficult to adjust it by relying solely on traffic-attracting advertising.
Anonymous user • Yichang • 2024-01-13 22:36 @应如是: Yes, they definitely used other means. I have always used advertisements, so I rely heavily on advertisements now.
Anonymous user Agree from: ccdzd1, any123456, black It is difficult for low-priced products to make a profit through advertising. A few dollars of product ads are gone after a few clicks. To make a profit, it is more about relying on natural traffic, or free traffic. The proportion of big sellers' ads is low, because they have a stable position, and the search keywords are basically in the front, so the natural proportion is obtained.
The historical advertising data is still good, but the recent data is getting worse. A product with a conversion rate of 10% and a price per customer of a few dollars is considered to be biased. This means that your product competitiveness is not enough.
Comparing the data, your conversion rate has not changed much, but CPC has increased by 40%. This is probably related to changes in market conditions. Restoring rankings means increasing the promotion of keywords. Low customer orders + low conversions are very disadvantageous for advertising, and the effect may not be very good. It is likely that it will be difficult to achieve good results. Instead of pursuing the top position, it is better to see clearly where you are, lower your target positioning, control acos, and control CPC. Lowering CPC will reduce traffic in most cases, but as long as a lower CPC can get good traffic, it is also an option. Now CPC is around 0.7, you can gradually control CPC to below 0.5, create two advertising campaigns, one is a direct bidding method, control CPC at around 0.5. The other is a floating position form, control CPC at around 0.5. Finally, compare these two advertising campaigns and keep the good ad groups. Other ads can also take this form, or add some SBV and product placement ads that are not so competitive. Anonymous user • Yichang • 2024-01-15 14:19 Thanks for your reply, your answer is feasible, I will try it according to your suggestion. Now I can only put my mind at ease, place orders as fate dictates, and pursue cost-effectiveness.
Once again, I would like to ask how the big sellers were able to keep their positions stable. After all, I had also rushed up there before, but unfortunately I didn’t know how to hold on and ended up falling down.
Anonymous user • Shenzhen • 2024-01-15 14:29 @Anonymous Poster: Your question, from another perspective, is about "how do big sellers keep their keyword rankings stable". The core factors of word ranking are orders and conversion rate (in the short term, there are also software methods for keywords to be on the homepage, which will not be discussed here). For example, keyword A needs 50 orders per day to reach the top three in the natural position, so the top three is our specific quantitative data target, and our operation turns to "how to make this keyword contribute 30 orders stably every day". This depends on the number of orders for this keyword through advertising, the orders contributed by this keyword under natural traffic, and other operations to make up for the orders (S orders, no reviews), which are all part of the creation process. The difference in conversion rate will also affect the order. For example, if the traffic from keyword A to the top three on the homepage is 500/day, and your conversion rate is 10%, then the estimated order is about 50 orders per day. However, other competing products also have 500/day, but their conversion rate has reached 20%, and this order gap is not small.
In general, stabilizing keyword rankings is a goal result. What segmentation needs to do is to stabilize orders and control conversion rates.
Anonymous user • Yichang • 2024-01-15 14:45 @Anonymous user: Thank you for your answer. I will digest your reply first.
I just went to see my ads. In the past two days, I turned off all other ads, leaving only two precise keywords for precision. I gave them a fixed rate of 0.8. They were clicked 15 times and 16 times respectively, but not once converted. The positions they ran on were 10-11 times on the product page, 5 times on other positions, and 1 time on the homepage. The click rate on the product page is very low, only 0.04%. That is, about 20 orders were placed today, all of which were organic orders. I gave 0.8 and added 20% to the other positions, but they still didn't work. Can I still give 0.5 as you suggested, one fixed and one floating?
Anonymous user • Shenzhen • 2024-01-15 15:44 @Anonymous Poster: The data volume is too low and the volatility is too high. You can test the floating first to see if you can run the data. For example, if your target demand is 10,000 traffic per day, the floating can only run to 5K. In this case, either maintain CPC or reduce the target traffic to 5k (recommended)
Jay len157 • Shenzhen • 2024-08-21 14:55 This operation will make the data look better in the short term, but your ranking will naturally keep falling. It is recommended to temporarily maintain the high CPC, limit the budget, and at the same time open a low CPC to pick up traffic and maintain the ranking. Wait until others have lost enough and the CPC has dropped before considering other operations. Otherwise, the data will be worse after a period of time.
tomchen7418 - Available in Shenzhen Agree from: ccdzd1 Take out the ASIN of your competitors and analyze it. Your ad is indeed not that good. Looking at your ad data for three time periods, the bids are getting higher and higher, but the conversion rate is getting worse and worse.
First of all, it is definitely a loss to advertise low-priced products, but the ultimate purpose of advertising is to improve the ranking of keywords. Now you can check the keywords of your link in the background ABA, and give priority to the keywords with good conversion among these keywords.
In addition, this link of yours has been in operation for more than two years and has a foundation. If you want to promote it again, you must ultimately demonstrate the advantages of your product. New competitors can only be promoted because they are better than you in price, style, function, etc. You must first figure these out. If the product is already outdated, you can only get half the result with twice the effort. Anonymous user • Yichang • 2024-01-12 09:10 The competitor's product is the same as mine, but the pictures are slightly different. I feel that they are not gaining link advantage, but rushing forward without advertising and holding steady.
In order to avoid being squeezed out, I had to increase the number of ads, but the conversion rate was average and the ACOS exploded. I couldn't remove the ads, and my ranking would drop if I reduced the number of ads.
tom chen7418 • Dongguan • 2024-01-12 09:54 Then you can check the comparison between your keywords and theirs. Generally, if no advertisement has a higher impact than yours, then it must be because of the good product conversion or good reviews.
50 Points Moon -A gentleman is harmonious but different Agree from: ccdzd1, black After reading your post, I was very curious. You were once in the top 3, so why didn’t you keep it?
When you make links, the first mover is very important. Whoever gets on early will be firmly in the front. You are already in the front, so why do you fall behind? Is it out of stock?
There is a colleague in our company who also has a low customer price and faces fierce competition. He is very good at advertising. He has been able to increase the sales through advertising several times when the product was out of stock. I just checked a product and found that the natural traffic accounted for 93% and advertising accounted for 7%. Anonymous user • Yichang • 2024-01-13 11:00 Yes, I have made it to the top 3, but I still can’t hold on. I still have a lot to learn. The advertising accounts for 7%, which is impressive. It’s not easy to achieve a low customer price. How do you do it? Can you teach me?
50-point moon • Shenzhen • 2024-01-15 16:34 This is made by my colleague. I often watch his ads, but I can't learn it. This ad is made by myself.
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