【Practical Tips】Amazon CPC Advertising Optimization

Step 1. Start an Auto Campaign

Step 2. Create a Suggested Campaign using recommended keywords

Step 3. Take the words with the highest CTR and CVR from the Auto Campaign & Suggested Campaign created in the previous two steps and upgrade them.

At the level, create a Broad Campaign , and then be patient and let it run for a while before moving on. (The specific time is

It depends on your budget )

Step 4. Select more precise keywords from the broad campaign to make phrase campaign

Step 5. Select winning keywords from the phrase campaign to make an exact campaign .

The most money is spent on the cutting edge, open a bid+ , and then adjust the budget .

So we see that the way to optimize delivery is to screen keywords over and over again, and then distribute them at all levels, which is very competitive.

The best performing ones are matched accurately. It should be noted that in the process from one level to another, such as opening up the automatic matching extraction word

It is not recommended to deny the word in automatic advertising immediately, because the word may not be better in manual advertising.

So what words can be promoted to winning keywords ? The supervisor can decide based on the actual situation and the product

Understanding of products and setting corresponding standards

In addition, it is not recommended to turn off Auto after a listing has accumulated a certain number of reviews . Auto is a product of Amazon’s big data analysis.

To help you match, the data obtained is more accurate than any third-party keyword tool, so in fact, automatic advertising is

The most powerful keyword tool

More importantly, Auto not only uses search traffic, but also recommends traffic.

The products are similar to his and sell better than his, as follows

3) Set poorly performing keywords as negative keywords

Especially with automatic advertising, you will find that many words involved in the listing may be far from your product, but there are advertisements.

This results in low CR and CTR .

Keep analyzing advertising reports and negate the ones with poor conversions. This is because bad words will lower the weight of your entire ad.

The method of using word bidding to violently increase rankings is not feasible, and is equivalent to forcing things to grow.

4) Give priority to increasing bids for words with low exposure and high conversion rates

5) Understand the CPC calculation formula and optimize bidding

First, the system calculates your position based on your bid and performance. Your click price = the price closest to your performance.

+ (your bid - the bid of the person who performed closest to you) ✖Performance percentage

So it is useless to bid significantly higher than the suggested bid. For example, within the bidding range ( 0.5-0.8 ), if you bid $ 10 , it will be roughly the same as the bid price.

The price is 1.6 USD, no difference

Therefore, we often see that without analyzing competitors and optimizing, the bid is directly higher than the recommended bid to win advertising.

Ranking.

Deduction price = Bid ​​2.5 + (Bid 2.8 - Bid 2.5 ) ✖Performance percentage

= 2.5+ ( 2.-2.5 ) *90% = 2.77

Optimization should analyze the bidding range, estimate the performance level of the competitors following you, and maintain the ranking at a slightly lower price.

The simplest optimization method: When you don’t have time to do a detailed analysis, you can compare the cost per click in the ad report with your

bid :

1. If the bid is much higher than the click cost, it means that you have not wasted any possible display opportunities, but you have also paid

In order to avoid higher costs, you can lower the bid price and the display will not drop much.

2. If the bid and click cost are very close, it means you still have room to increase your impressions. If the conversion rate is good, you can increase

Bid or open bid+

6) Optimize phrase matching to accurately guide traffic while optimizing bidding

Optimize the launch strategy: The product's efficiency in the top of search position is higher than others , strive for the top of search position

Extremely important.

Although automatic advertising and broad matching have wide coverage and low click costs, the chances of winning a good position are slim .

A tool that can help you get more top of search results without significantly increasing your bid

Step 1: List all possible results that match the first item " photo light box" and check the recommended results.

Negotiate bidding

We can see that the first group of broad matches is not easy to get a good position, the third and fourth groups are too high to bid, and the second group is the same.

The phrase matching effect has the lowest bid and can be selected.

7) Campaign grouping strategy

7.1) CPC strategy - promote new ASIN (copycat or follower product)

1. Before starting CPC , check whether your price is significantly better than that of your competitors (similar products + same keywords, lower price).

is the key to improving conversions)

2. Analyze the legitimate traffic source words and background search term settings ( Surtime , Miku and other software are both OK)

3. Look at the genuine traffic source words, which do not appear in the title, selling points, search terms and descriptions (indicating genuine

If you don't know your traffic source word or don't pay attention to it, then you need to focus on the phrase and precise matching firepower to attack it.

Occupy a pit)

4. Uncover the dark horse words

7.2) CPC Strategy - Mature & Hot-selling Products

1. Always online strategy (sufficient advertising budget)

2. Full coverage strategy for brand words, big words, hot words, parameter words, and long-tail words (using manual broad matching as the main advertising force, to expand

Large coverage area)

3. Phrase and precise matching for words with good CTR and ACOS performance (the product itself performs well and the bid is lower than others).

To block the entrance of advertising traffic)

4. Optimize the title with words that have high traffic and ranking (the title should be short and powerful, and have a domineering aura)

7.3) CPC strategy - new product categories

1. Always online strategy (sufficient advertising budget)

2. Bidding for sub-category words (bidding for phrases and exact match words is very bold and ruthless)

3. Negate the big words in automatic advertising (try to reduce the coverage and avoid inaccurate traffic)

4. Optimize the title with words that have good CTR and ACOS performance (combine traffic words and subdivided category words in the title)

5. Pay attention to whether there are clicks from other ASIN pages and purchases in the automatic advertisement (check whether

Are there any followers and products that you might be able to beat?

7.4) CPC Strategy - Low Price Competition for High Volume Products

With a product that is priced at $ 4.9 and has such fierce competition, it’s easy to lose money by selling products on a CPC basis. . . .

8) Diagnosis of common advertising problems - Fishbone diagram

Accumulate experience, constantly enrich possible situations, and be able to diagnose errors in a targeted manner every time you encounter a problem.