What? You don’t even know how to analyze the most basic data of in-site advertising?

When Amazon white hat sellers use in-site advertising, the most basic and important thing is to analyze the following situations:

1) Low number of impressions: This may be because the keyword bid is too low

Solution:

2) Fewer keywords: To solve this problem, you need to add a large number of relevant keywords. Refer to the Ad Keywords module for more information.

3) Incorrect keyword matching method . Generally, the impression volume of broad match is greater than that of phrase match and greater than that of exact match. Different keywords are suitable for different delivery methods.

Generally, if the number of words in the keyword group of our product is s3 (core keywords), all three matching methods of this keyword are applicable; if the number of words in the keyword group is >3 (long-tail keywords), the precise matching method is more suitable.

4) The keywords of the advertisement are not selected accurately . Many keywords with poor relevance to the product are placed, and the keyword relevance is poor. When selecting keywords, it is necessary to pay attention to the relevance of keywords and related indicators such as search popularity. Usually, keywords with low search popularity often result in fewer impressions of the keyword.

5) The advertising time is too short (insufficient data) . Advertising is a long process that requires time to wait for results. My personal judgment standard is: display volume > 3000 within 30 days. For keywords with less display volume, you can increase the bid and observe some indicators after 3-5 days: such as display volume, click-through rate, CPC (cost per click), ACoS (advertising cost to sales ratio).

Many sellers believe that placing an ad will definitely result in exposure and clicks. In fact, it takes a while for an ad to generate data. Sometimes the keyword may be too popular, causing the ad to be pushed to a distant position, or it may be too unpopular to result in a lack of search clicks.

In this case, you can consider adjusting keywords or increasing bids. If the data is abnormal, you can also use manual matching and automatic matching of multiple advertising plans in turn to monitor different keyword data and make adjustments.

High exposure means that the keywords set in the advertisements are relatively popular, belong to popular search terms, and have a large amount of traffic.

However, consumers may not click on your ad to enter your product page. In this case, you need to consider whether there are problems with the title, picture, price, and reviews displayed in the ad.

Generally speaking, the reasons that affect conversion rate are either that the merchant's traffic input is not accurate enough, or that the product itself lacks competitiveness, or that the competition environment the product is in is too fierce. The purpose of advertising is clear, which is to increase store sales, test new products or increase exposure. If the click-through rate (CTR) is low, merchants can start from product page optimization, matching core keywords, evaluation and other aspects.

Product page optimization : Merchants need to check whether the images, details, selling points, etc. when the advertisements are placed are clearly expressed, and whether the styles of the main image and the sub-image are consistent. The product description should be concise and clear, avoiding overly long descriptions or piling up a large number of descriptive words.

Matching core keywords : Generally speaking, consumers who click on ads have clear purposes, which means that the product may be exactly what they need. However, if consumers find that it does not meet their needs after clicking, merchants need to consider whether it is because the product information does not match the key core words.

If the click-through rate of an ad is very high, but the conversion rate is very low, the merchant needs to optimize it according to the actual situation. This may be because the merchant has chosen the wrong category or set inaccurate keywords, or the ad has attracted the attention of consumers, but after clicking, the image display is found to be inconsistent with expectations, or the ad is ranked at the bottom because the bid is too low.

These problems are basically minor ones, and businesses must be careful when placing advertisements, because after all, this also costs money.

This result may be affected by many factors. For example, product pricing may result in a too narrow target customer base, the matching degree of keywords is not high enough, or the difference from competing products is not obvious enough . For these problems, we can find that the main reason is still the problem of exposure . The keywords selected should not be too unpopular, and we need to continue to pay attention to the exposure of the product.

In terms of product promotion , our first step is to ensure that we get a high enough exposure rate. When placing advertisements, many sellers, on the one hand, pursue the characteristics and quality of the products, making the advertising copy vague in pursuit of the so-called "high-end atmosphere", which will lead to customers not being able to understand and naturally not attracting attention. On the other hand, in order to reduce advertising costs, lower bids are set, resulting in almost no exposure. It can be imagined that in this case, orders will not increase significantly.

Therefore, our attitude towards the primary goal of advertising - exposure - should be :

Therefore, the balance between keywords and bidding is crucial.

In addition, adopting different price tiers and segmenting target customers is also an effective way to increase click-through conversion rate. Sellers should be reminded that not all products sold on the Amazon platform are suitable for advertising. Advertising is suitable for products with few competitors and high profits. Even if it takes 50 clicks to generate 1 order, the profit of the product is enough to offset the advertising costs.

In addition, before deciding to place an advertisement, sellers must ensure that all indicators of the listing that can achieve exposure have been optimized and perfected, and have obtained the "Golden Shopping Cart" qualification.