CPC advertising: a tutorial on how to create a super hit

Everyone who does business on Amazon knows that with the increasing number of new sellers, competition in various categories is becoming increasingly fierce. In such a fierce environment, it is probably not enough to rely on natural traffic to highlight your products, and you also need the assistance of in-site advertising.

The following is an article shared by forum Doudou on his understanding of Amazon CPC . I hope you like it. The full text is as follows ↓

During the process of advertising promotion, have you ever had this question: Why am I not ranked first in the search results even though I have bid the highest ?

Today, in addition to scientific overseas shopping to increase traffic, CPC can also be used. Today Doudou will talk to you about CPC .

1) Keywords

As for keywords, in the early days, automatic advertising was also used to filter out precise keywords. Now, the main thing is to retrieve the ARA keyword traffic report of all relevant ASINs to find out all the words that can generate orders. Moreover, I require only precise keywords, so I generally do not consider optimizing negative keywords. Of course, you can also do tests in the early stages and deny keywords while planting them.

In addition, keywords will not affect the bidding internally. It is recommended to hold a good CAMP for a long time. You can add words to it, and the weight will be improved. As for those CAMPs with poor performance , it is recommended to stop, archive, and reopen. Bid takes into account the average price of the past week. If the adjustment is too high and the bid is several times higher, then this display should be considered according to your own budget.

TOP20000 hot search terms ( real data ) :

Open a separate advertising group for each product, which can control the budget and make bids. Select no more than 20% of SKUs for variations , and add ads to the ASIN that sells well based on the report.

You know, the reason why the advertising is not good is nothing more than not spending money, or not getting the money back. At this time, you need to make some adjustments and optimizations:

The promotional words should be put in the listing: Title > Five points > ST > Description

1) Optimization of automatic advertising

■ Add all words with exposure >1000 , CTR>0.5% , 0 orders , and words with orders to manual advertising. Make three types of manual advertising, and negate automatic advertising and manual advertising separately to prevent internal competition.

■ For words with exposure > 1000 , CTR < 0.5%, and 0 orders , negate the phrases/precisions in automatic and manual ads respectively .

2) Manual advertising optimization

■ Add all words with exposure >1000 , CTR>0.5% , 0 orders , and words with orders to manual ads, and make three types of manual ads, with automatic ads and manual ads negated separately to prevent internal competition ;

■ Put the words with click volume > 10 and order = 0 into the manual three groups and negate them ;

■ Pick out the words with order volume > 3 and create a separate precision ad group named ' Sub- ASIN- Manual - Position ' , and precisely negate them in other ad groups ;

■ If ACOS < organic order gross margin, the corresponding keyword bid can be increased by $ 0.1; if ACOS > organic order gross margin, the corresponding keyword bid can be reduced by $ 0.1;

■ Ensure that the budget for advertising campaigns is sufficient ;

CR control needs to consider industry conversion data. Under normal circumstances, the conversion rate of advertising must be higher than the natural conversion rate. Of course, the higher the better, which means that your advertising and products are well optimized, and the consumer experience is better.

7. Methods to improve CR

■ Internal page optimization and SEO (Search Term, Product Description, Image, Bullet Points)

■ Review quantity and quality and click YES or NO . ( Write a soft negative review yourself, click no and click most critical. If you don’t want a product with very bad reviews to fail, you can find a good one to merge it with, move the good reviews to the front, and split it after the reviews of the product with the most negative reviews are resolved )

■ Foreigners love to see QA ( functional products must have it )

■Add To Wish and Give away (Wishlist is meaningful only if you click on it to enter the list )

It is considered healthy if the advertising order volume can account for 30-40%. It is not good if it is higher or lower. ACOS 10-20% is also normal. It is best to be lower than this ratio. If it is too high, it needs to be adjusted.

The general adjustment direction: price, order volume, profit ; improve conversion. The higher the conversion, the higher the advertising weight, the lower the click cost, etc.

As for the saying that the smaller the ACOS, the better, it is correct. However, it is not really possible in practice. There are two important variables that affect ACOS: the bid per ad click and the unit price of the product. If a product has fierce competition, the bid per click will inevitably be higher, and if the unit price of the product is low, the final total sales amount will generally be lower.

Therefore, the ACOS value cannot be generalized due to differences in products and selling prices, but generally speaking, if your product profit margin is 30% , an ACOS value of 30% is a good performance and is considered healthy. Of course, the smaller the better.

8. Advertising time

As for the time of advertising, it varies from person to person and product to product, so it is hard to say for sure. ( For your reference only )

Ultimately, the essence of advertising optimization is to optimize the listing. Listing optimization here refers to the product pictures, titles, five-element features, product descriptions, Search Terms , and related attribute selections during the product release process to be accurate.

Do the basics well ( do Listing interaction, that is, the relevance of words ) , negate the words with low performance, and find the right time to deliver.