What should I do if the order ratio is unbalanced and more orders are placed through advertising than through organic transactions? How can I use tools such as "Business Report" to analyze and adjust?

During the operation, we often encounter the situation that the proportion of advertising orders is higher than that of organic orders. Generally speaking, this situation occurs in the stage of new product promotion. So does this problem necessarily mean that the organic position under a certain keyword is behind the advertising position? Is it necessarily bad if the proportion of advertising orders is higher than that of organic orders? The following is my brief analysis logic and I hope that later people will supplement it.

1. Time period
If the product is new and has not been promoted for long, there are basically no organic orders, and it relies entirely on advertising for orders, and the budget is limited, this is normal. If the product has been promoted for a period of time and has certain data, there are both organic orders and advertising orders, but the ratio is unbalanced, then you need to analyze the reasons. If the product has been promoted for a long time and the proportion of advertising orders is still high, you need to consider other factors
 
2. Cause Analysis
Download business reports, product data within a certain range (parent body) and all ad click data of the product at the same time, including advertising activities closed in the same time period, and all order data in the same time period.
  

 
A. Subtract the total number of clicks in the ad from the number of page views in the business report to get the number of clicks, which is the number of natural page views (this logic may not be so rigorous, but it is for reference only. If you have a better calculation logic, please teach me more. I will teach you seriously and learn from you sincerely)

Regarding the question of whether the calculation logic of session number - ad click = natural click is right or wrong, I feel it is meaningless, a bit funny, a waste of time, and self-consuming.

In fact, before understanding the right or wrong of the logic, we need to judge whether the number of page views and ad clicks are UV or PV. Programmers may understand this a little bit. If the number of sessions is UV and ad clicks are also UV, then subtract the number of ad clicks from the number of sessions. If PV is defined, then subtract the number of page views from the ad clicks. I don’t know if you can get it here.

I can't give a clear definition because I don't know how to view the UV and PV fixed code in the front-end source code, or where the UV and PV counting data is, so I can't give something to actually verify, but I think the definition of UV is not based only on IP, that is, the number of sessions is not only calculated according to the logic of fixed IP, there should be other factors to determine UV as a time, but I don't know. Because people move, IPs also move, and devices are used by different people.

So I think:
The same IP, the same search path, clicks on the same product multiple times, UC is once, PV is multiple times,
The same IP, different search paths, click on the same product multiple times, UC and PV are multiple times,

So my understanding is:

1. Ad clicks: For the same IP, clicks on the same product ad three times and refreshes it five times through different search paths within 24 hours, then there will be three ad clicks, three business report sessions, and eight business report page views. For the same IP, clicks on the same product ad three times and refreshes it five times through the same path within 24 hours, then there will be one ad click, one session, and eight page views.

2. In the business report, if the same IP clicks on the ad or natural position of the same product three times through different search paths within 24 hours, the number of sessions will also be counted as three times. If the same IP clicks on the ad or natural position of the same product three times through the same search path within 24 hours, the number of sessions will only be counted once.
 
But no matter whether it is right or wrong, what is the use of this? The calculated data is definitely not accurate. The official data will not be leaked, and we will not know the accurate data.

The core of this article is to guide thinking, not to do scientific research. We work for Amazon to ensure constant data as a reference value to judge the proportion of fluctuations. We don't know the specific amount, but we can still measure a high or low. This analysis aims to analyze by traffic share. If you think the data is different or incorrect, you can ignore it and don't use it as a reference. When I discussed this with my friends this afternoon, I found that I had actually struggled with this problem a long time ago, but there was no point and no answer. Later, I sought the simplest way to calculate without considering so many factors.
 

B. The total number of orders for the product in the same time period minus the number of orders for the advertisement in the same time period (here the attribution issue is not considered, and the attribution order volume can be ignored if there is no certain quantity) is obtained.
C. Advertisement order/number of ad clicks = ad conversion rate
D.Natural orders/Natural clicks = Natural conversion rate
 
Possible situations:
a. The number of ad clicks is greater than the number of organic clicks, the number of ad orders is greater than the organic orders, and the conversion rate is close
b. The number of ad clicks and organic clicks are not much different, there are more ad orders than organic orders, and the ad conversion rate is higher than the organic conversion rate. This means that the difference is in traffic or conversion rate.

 
Traffic Difference:
Determine the source of advertising traffic. There are three types of ads: SP, SD, and SB. Which ad brings the most traffic? If the traffic analysis is based on keywords, you can remove the SD/SB traffic and analyze the SP and natural order traffic again. If the situation a still occurs, continue the analysis.

 
We can sort the keywords included under the link by traffic share, and at the same time we can see the traffic share of natural and advertising, and then optimize the keywords with low natural share, referring to the ranking. If the natural position is very far back in the advertising position on the same page and lasts for a long time, we need to consider whether to lower the CPC of the advertisement, and control the advertising position to be a little bit in front of the natural position or behind the natural position. As for how to adjust it, we are currently considering testing it through CPC and bidding mode. We don’t know if AI has this function, or we can find ways to increase natural traffic, such as buy with it, post, under other competing videos, etc.
 

   
 
Difference in conversion rate:
If the number of ad clicks is not much different from the number of natural clicks or is less than the number of natural clicks, there are more ad orders than natural orders, and the ad conversion rate is higher than the natural conversion rate

Analyze the natural position display time and the advertising display time period. You can use the tool to check the search result page aisn situation under the keyword within 24 hours, or make a brief judgment based on the advertising delivery time period; if it is reasonable, we need to consider the increment instead of blindly improving the so-called natural ranking.

Normally, the organic position display variants and the ad display variants show the ones with better sales, but the organic position variants will change. Whether the organic traffic source is accurate, organic traffic may also contain some recommended traffic, or the keywords included in the link itself are too general.

The conversion rate issue is difficult to optimize. After all, each point is just a guess and it still needs to be broken down into specific situations. However, the probability of this happening is half low, but it cannot be ruled out.
 
So is it necessarily a bad thing if the ratio of natural orders is larger than that of advertising orders?
If the category is very competitive and it is difficult to stabilize the natural position of a certain keyword, then the accumulation of advertising orders will increase the weight of the advertising campaign and reduce the CPC of the advertisement. If there is enough profit by calculating the CPA, it is not unacceptable for the advertising orders to be higher than the natural orders. After all, some categories need time to accumulate and settle.
 
If the traffic source of the ad is very small compared to the traffic of the same category or product category itself, I think it is acceptable to obtain conversions generated by traffic through ASIN positioning or category or other similar products.
 
As for the appropriate ratio between advertising flyers and natural flyers, I don't think there is a strict standard. It depends more on how much you can accept. After all, advertising is always an investment process, and even if there is profit, it will not be as good as natural flyers.
 

Since the youth, I have made lofty aspirations and am unwilling to be ordinary
Accept the ordinary in the autumn of life
To become ordinary people who are also wandering in the world
How much reluctance and helplessness will there be?
Who in the world doesn't know you? In fact, there is no one to meet after leaving Yangguan Pass. How lonely and confused are you?