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The purpose of automatic advertising for new products: (1) increase the number of included words (2) increase exposure So based on this, how do we automatically advertise our new products? After new products are launched, we usually choose to turn on automatic advertising first. We believe that automatic advertising is a very good type of advertising, and automatic advertising has many functions. First, automatic advertising can help detect the quality of the listing . Since automatic advertising captures words from the listing, we can see from the search term data of automatic advertising whether the matched words are closely related to the product. If they are not relevant, it proves that there is a problem with the listing's keyword embedding, and the listing needs to be optimized in time. Second, automatic advertising can increase exposure and inclusion . The advertising settings for the two purposes of increasing exposure and increasing inclusion are different, and I will introduce them to you in detail below. 1. How to add more included words? An important purpose of the new product period is to increase the included words, because the included words represent the traffic entrance. When the more included words, the more traffic entrances the product has, the more likely it is to generate conversions . In order to achieve the purpose of expanding the included words, we need to have a direct association with the keywords, which means that our ads must appear in the search results page of the keywords, not in the product details page. Therefore, when expanding the included words, the advertising strategy we recommend is "low bidding and high advertising position". The basic bid is generally set to half of the recommended bid, and the advertising position is set at a premium of 300%-500% at the top of the search results (home page). Under such advertising settings, most of the advertising traffic will come from the top of the search results (home page), and the effect of expanding the included words will be very obvious. However, due to the high bidding for the advertising position at the top of the search results (home page), the cost of this advertising method is very high. In addition, during the new product period, there are fewer product reviews, the conversion effect is average, and the ACOS will be relatively high, so this method is generally only used during the new product period. 2. How to increase exposure? After opening the expanded automatic campaign, we usually open another automatic campaign to increase exposure and clicks while reducing advertising costs . The reason for opening a new campaign is that the traffic of the expanded campaign will only be concentrated on the top of the search results (home page), and the other two ad positions actually have different attributes, so a new campaign needs to be opened to test the effects of the other two ad positions. Before introducing the settings for advertising campaigns to increase exposure, let’s first introduce the properties of these three ad positions. This is the rule we have summarized by reviewing a large amount of advertising data: In terms of exposure, product pages generally have the highest exposure , followed by other search results, and the top of search results (home page) has the lowest exposure; In terms of click-through rate and conversion rate, the click-through rate and conversion rate at the top of the search results (home page) are generally the highest among the three positions , followed by the rest of the search results, and the click-through rate and conversion rate of the product page are generally the lowest. In terms of ACOS, since ACOS is related to bidding and conversion rate, even though the conversion rate at the top of the search results (home page) is generally the highest, the bidding for this position also needs to be very high, so the ACOS for this position is generally higher. The ACOS at other positions in the search results is generally the best . Since the exposure and ACOS of the product page and other search results are relatively better, the setting of the advertising campaign to increase exposure needs to take these two ad positions into consideration. Usually our settings are: the basic bid is 1.5 times the recommended bid, and the bidding strategy uses dynamic bidding - increase and decrease. Under this high bid and dynamic bidding strategy, the bids of the three ad positions will not differ too much. Let's use data examples to compare the effects of the two advertising campaigns [Increase inclusion] and [Increase exposure]: First, we can observe from these two advertising campaigns: 1 The [Exposure] campaign had a larger exposure, which was 6 times that of the [Inclusion] campaign. It also received more clicks, and had lower CPC and advertising costs. However, its click-through rate and conversion rate were lower than those of the [Inclusion] campaign. Only 135 search terms appeared, which was also less than that of the [Inclusion] campaign. The [Inclusion] campaign had 194 search terms. 2 Although the exposure of the [Inclusion] advertising campaign is lower than that of the [Exposure] advertising campaign, its click-through rate and conversion rate are much higher than those of the [Exposure] advertising campaign. The click-through rate of [Inclusion] is 6 times that of [Exposure], and the conversion rate is 1.7 times that of [Exposure]. Entering the ad slot level, we can see: The exposure of both advertising campaigns is concentrated on the product page, but the click-through rate of this position is very low. Even though the exposure is high, the click-through rate is not large. The clicks for [Exposure] are mainly concentrated in the two ad positions on the search results page; the clicks for [Inclusion] are only concentrated at the top of the search results (home page), which is also our expected goal. In terms of click-through rate, the top of the search results (home page) has the highest click-through rate, and the click-through rate drops a lot in the rest of the search results. In terms of conversion rate, the conversion rates of the two ad positions on the search results are comparable, and the conversion rate of the product page is as low as less than 2%. Therefore, the conclusion of the test is that in the future, advertising campaigns for this product need to appear on the search results page as much as possible. Finally, ACOS and CPC are both better data for other search results. Finally, let’s take a look at the search terms for these two campaigns. Judging from the data, [Exposure] generated 135 search terms, of which 91 were keywords and 44 were ASINs; [Inclusion] generated 194 search terms, of which 188 were keywords and only 6 were ASINs. The number of search terms for [Exposure] is less than that for [Inclusion]; and the number of keywords for [Inclusion] is more, so the effect of the expansion terms of [Inclusion] is very obvious. The above two types of automatic advertising promotion are more suitable for the new product stage. So how should these two automatic advertisements be optimized in the future and how should automatic advertisements be implemented in the mature product stage? 3. Mature stage strategy (reducing costs) When the product matures, we recommend opening another automatic campaign. The automatic campaign settings at this time are: the basic bid is the recommended bid, the dynamic bidding (increase and decrease) strategy is used, and the ad slot is not set . The purpose of opening a third campaign is to reduce the bid of the automatic campaign and save advertising costs. Why not lower the bid on the original campaign? Why start a new campaign ? Because the original campaign has its own purpose. When automatic advertising gradually transfers keywords to manual advertising, the original keywords will gradually be negated in the original campaign, allowing automatic advertising to continue to expand new keywords. If the price is lowered, the purpose of expanding keywords cannot be achieved. After the product reaches maturity, expanding keywords is no longer the main purpose, so we can appropriately reduce the budget of the old campaign. For the new campaign, use a low bid, add a sufficient budget, and ensure that it runs all day, so as to achieve the purpose of picking up leaks. You can test and verify the above three methods according to your actual situation, because the market and products are not fixed and the situations are also different. The best way is to verify, analyze and summarize more. How to set up ads during flash sales? In the second half of the year, we noticed a problem: the peak season was coming, and we signed up for a flash sale. Looking at the advertising data for the day, we found that there was a word with a very large exposure, which was "Today's deal placement". This search term would consume most of the budget for the day, resulting in the inability of automatic advertising to develop new words for the day, and even if it was denied, it would continue to consume the budget . We believe that this word is actually the advertising position for the flash sale of the day, which may help to push up our flash sale display ranking, but because this word consumes too much budget, our suggestion is to suspend automatic advertising during the flash sale, or reduce the budget for automatic advertising, and other manual advertising and brand advertising can be run normally. |
