If you understand the three sections first, your advertising will not have many major problems. Sometimes your investment may not be effective, and some products require a combination of multiple advertisements.
Do you understand the professional terms such as CPC, PPC, etc.? Can you distinguish them clearly?
1. PPC advertising (Pay-per-click): A pricing model that pays based on the number of users who click on the advertisement.
2. CPC advertising (Cost-per-click): The cost of each click is charged based on the bid price according to the number of times the ad is clicked.
3. CR (Conversion Rates): Order conversion rate. Conversion rate is always the core factor of organic ranking and advertising search ranking. After the click is generated, how many people will buy your product is determined by the product details page. I will not go into detail about the optimization of the details page here. There are only a few basic elements: the first is the product page optimization; the second is to check your ASIN conversion in the business report. The optimization of the listing is nothing more than comprehensive optimization from pictures, titles, selling points, reviews, etc.
Brief introduction to the display mechanism of broad, phrase/exact
A9 displays search results and ranks them based on the relevance of keywords, so there are three situations for search terms and the keywords you fill in:
1. Broad Match:
Only a small portion of the keywords searched by buyers are matched or relevant
Intent: Single words, generic phrases
Keyword: cable
Customer Search Term：charging cable
2. Phrase Match:
Buyers’ search phrases will be consistent with some of the keywords
Intent: Detailed Search Phrases
Keyword: data cable
Customer Search Term：usb data cable
3.Exact Match:
The buyer's search terms are exactly the same as the keywords you filled in
Intent: Precise Goal Phrases
Keyword：usb to micro usb cable
Customer Search Term：usb to micro usb cable
Do you understand that one of the functions of auto is to include your listings, and manual can check your listings?
Auto: Make your own links more easily included in the platform and get the final consumption words of buyers
Manual: Check the accuracy of each link word based on the matching results.
Big words bring traffic, small words increase conversion rate
Consciously use big words to import traffic, but the final conversion is done by long-tail words
Traffic import : Phone holder
Final Conversion : Car Phone Holder Windshield
Combining big words with small words, the strategy of surrounding the city from the countryside
When there is no ranking for the previous major words, use long-tail words and precise words to occupy the front page, constantly occupy the effective position, and finally completely occupy the core word advertising position
PPC report analysis, pivot table filtering data
1. Independent products: such as the popular sweeping robot
High-bidding automatic advertising
Low bid extensive manual advertising
High bidding precision manual advertising
Negate invalid words/model words
2. Matching products: such as Car Phone Holder
Adjust automatic bidding according to the timing
High bid extensive manual advertising
High bidding precision manual advertising
Opportunity to negate matching products
CPC Advertising Details
1. Advertising plan selection:
Regarding the setting of keywords for Listing ads, the Amazon platform provides two keyword setting methods, Automatic Targeting (automatically generated by the system) and Manual Targeting (manual setting). If you are familiar enough with the product and can grasp the core keywords well, it is recommended to choose the manual setting method to set keywords. If you are not very familiar with the product attributes, you can use the automatic generation method of the system to set them.
2. Bidding selection:
Keyword bid is higher than cost per click (Est page 1
If your bid is 0.2-0.5 USD higher, you will have an advantage. If it is more than 1 USD higher, it will be meaningless. This is because the click price is a combination of the second place bid + the percentage of the difference between the first and second place bids + your performance. In other words, there is a certain upper limit, and the higher the bid, the more competitive it is.
In fact, advertising booths are similar to search booths, and both have their own ranking system. The ranking of search booths is determined by factors such as sales volume and conversion rate. Advertising booths are generally determined by your performance and bid. Therefore, sellers who cannot find their own advertising booths should quickly remedy their account performance.
3. Ad group selection :
You can set multiple Ad Groups under one Campaign, and multiple keywords under one Ad Group.
The keywords of the group are common, so if they are similar products, they can be placed in one Ad Group. However, if the products are different or the differences are obvious, it is recommended to set up separate Campaigns or Ad Groups.
Group.
4. Keyword delivery volume:
In terms of keyword selection, it is not recommended to select too many keywords for promotion. Usually, it is OK to select 5-10 keywords for a product for promotion. Many so-called marginal keywords, long-tail keywords and even long-long-tail keywords are not necessary. At the same time, setting too many keywords will only distract the operator's attention and neglect the core key.
5. Advertising orders:
①Suppose there is a new product that has no similar products on Amazon. After running an ad for a while, the click-through rate is there, but the conversion rate is too low. You need to consider whether there is a large market for this product, and pause the ad in time to analyze it yourself.
② If it is not a new product, then you need to consider whether there is any problem with your listing, and optimize and modify the pictures, titles, and content again and again.
6. Rules for filling in keywords:
① Amazon's search algorithm does not recognize punctuation marks, especially Chinese punctuation marks, so when filling in keywords, it is best not to use punctuation marks to separate them. Just use the space bar to separate them.
② Keywords cannot appear repeatedly. In Amazon’s search algorithm, repeated keywords will be judged as keyword cheating. Moreover, buyers always see repeated words, which also affects the reading experience.
What I want to share with you today is a systematic analysis of the detailed quantitative indicators of CPC advertising operations at all stages.
For those who want a clear and complete version, you can share the official account article to your circle of friends or send it to two Amazon seller communication groups with more than 200 people, and then contact me to claim it after 24 hours.
