In fact, the key to the advertising optimization process is just one sentence -
Reduce ineffective delivery and put efficient and convertible words at the forefront as much as possible.
So, the same thing goes, how to optimize the automatic advertising that has just been launched is essentially a process of finding efficient keywords and eliminating invalid keywords.
On the one hand, we should make good use of the time-sharing price adjustment function to help Amazon sellers save advertising budget
On the other hand, we need to scientifically set up the advertising structure, eliminate invalid traffic, and efficiently deliver PPC ads.
The optimization process of an automatic advertisement is as follows:
The first step is to download the search term report in the background
Circle the key points. For easier analysis, please download the Daily report instead of the Summary report.
Because the aggregated data will automatically blur out the extreme values, making the changing data less obvious.
After downloading the report, look at the Customer Search Term in column H, which is the customer search term.
From the list of customer search terms, we can determine the customer's search habits, understand the customer's needs, and figure out the customer's search intent. Of course, it is sometimes also used as a supplement to keywords and is one of the channels for expanding keywords.
And from the ASIN that comes out, we can determine whether it is related to our products and verify whether the listing optimization is in place.
Step 2: Sorting and data organization
Generally, we refer to impressions, CTR, CR, ACoS,
Operation method, descending order: Impr descending, CTR descending order to determine whether the high exposure keywords are related to the listing, if so, wait and see, generally combined with CTR to determine the traffic size of the keyword, sometimes the traffic volume of the keyword is not suitable for new products,
At the same time, if you look at the overall exposure and find that the exposure is very low, in this case, it is very likely that the advertising bid is too low. CTR descending order determines the click-through rate of keywords. High click-through rate keywords confirm whether they are related to the listing. If so, you can upgrade to manual ad groups and add search terms to increase keyword exposure. CR descending order will determine which words have conversions. These words can be added to copywriting or st. In the new product advertising stage, you should focus on words with conversions. As long as there are orders, they can basically become the focus of observation. ACoS descending order ACoS should set different ACoS targets according to your own products. Products with different prices have different requirements for ACoS. Therefore, when the ACoS of a keyword exceeds the target ACoS, we should have judgments: whether the keyword is accurate, whether the current product or keyword competition is too fierce, and the listing conversion should be adjusted.
Step 3: Analyze reports and adjust delivery strategies
1. Output the word to determine whether it is related
Find the 7 day orders column, highlight all the keywords related to orders, and determine the relevance between the words and listings.
If it is not relevant, we will take comprehensive considerations into account, such as whether this keyword frequently generates orders and whether it takes up a lot of advertising budget, and then combine ACoS to determine whether it needs to be eliminated and negated.
2. The attributes are vague and it is difficult to determine whether they are related?
The simple and crude method is to take it out for a walk, whether it’s a mule or a horse!
We search directly on the Amazon front-end and see whether the products found are relevant from the search results, so as to judge the relevance of the keyword to the listing and decide whether to continue the placement or add a negative one.
3. What to do if there are no orders for the words
In this case, we need to analyze the relevance between keywords and listings. We can make choices based on intuitive parts of speech. First, determine whether the search term and the product are relevant. If they are not relevant, directly deny them. If they are relevant, we should determine why this term does not generate orders, find out the reasons, and optimize them one by one.
4. High exposure, high clicks, high ACoS, are these keywords acceptable?
Imagine the consumer’s behavior path, which is equivalent to a buyer seeing your product, clicking in to take a look, but not buying it.
In this case, since automatic advertising will be placed on the product details page, let’s take a look at who are the competitors that appear on the details page?
Compare and see where our product's "weaknesses" are, and optimize selectively. You can consider making breakthroughs in product details pages, price, discount, review, and selling point adjustments. Is there a price advantage?
Is the product copy worse than competitors? Is the number of reviews too small? Is the rating too low?
5. How to deal with keywords with low conversion and high traffic?
You may consider accurately denying these big words first to avoid wasting advertising costs and diluting conversion rates, and then try to re-launch after the basic listing modules such as product reviews are completed.
In general, there are only three ways to optimize automatic advertising: product details page optimization, ad bidding, and invalid keyword negation.
At the same time, it is recommended to view advertising reports in weekly units, because Amazon advertising data has delays, and some people may even add items to the shopping cart when they click on your ad, but the purchase may occur in the following days.
So, keep calm and be patient with ads!
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