① If the click rate drops by more than 20%, check whether there are any abnormal ads, open phrases of keywords with good conversions, or broad keywords.

② If the click-through rate of a keyword is low, check whether the relevance is strong and increase the bid. Generally, the click-through rate is highest at the top of the search results, followed by other positions in the search results, and the click-through rate is lowest on the detail page.

③ If the daily clicks increase by more than 20% and the conversion rate of the advertising campaign is stable and good, you can continue to observe; if the clicks increase, but the conversion rate becomes lower, check the search term report, and the automatic advertising negates the poorly performing words and irrelevant words; optimize the manual advertising

(3) Cost per click (CPC)

You should lower your bid by about 10% every day. If the click volume and conversion rate are stable, you can continue to try to lower it. If the click volume decreases and the budget cannot be spent, you should make step-by-step adjustments to restore the click volume.

(4) Expenses

If your recent spending has increased by 20%-30%, observe whether the click volume has increased. If so and the conversion rate is good, no adjustment is required. If the spending has increased, but the clicks and conversions have not increased, check whether the bid is too high.

(5) Order conversion rate

① If your order conversion rate is more than 20% lower than usual, you should first confirm whether the query time range is correct, and then observe for two or three days to see if the conversion rate is still reduced. If the conversion rate is still reduced, you should check your exposure, clicks and ad positions and previous changes, check the content you adjusted last time, and gradually restore it to its original state.

② The conversion rate of an ad with good conversion rate suddenly deteriorates. Check whether the product is out of stock or some SKUs are out of stock, and adjust the bid and budget in time; if the product is not out of stock, check whether your link has bad reviews that cause the score to be too low; finally, check the adjustments you made the day before the sudden deterioration and prescribe the right remedy.

How to adjust product ads with different inventory status

(1) Adequate inventory

Products with sufficient inventory. You need to hit the homepage of the core traffic keyword website, hit the homepage to open the phrase; then hit the second core word. According to our previous experience. From the beginning of the promotion of new products, it takes about 15 days for the core words to be on the homepage. Generally, there are 2 multi-functional precision + 1 automatic advertising to start.

(2) Large amount of unsalable inventory

There are a lot of unsalable stocks and poor link performance. Try to see if it can be activated by using the form of seven-day flash sales + core word advertising with a large budget + large coupons. If this operation fails twice, you need to clear the stock on social media.

(3) Products that are about to be out of stock

By combining the arrival time, current sales volume and advertising sales forecast, we can determine the number of orders to be controlled each day and the range of advertising orders to be controlled in order to reduce the budget.