Many sellers ignore this key information during the peak season!

The recently popular series of short videos "Sailor Plan" has opened a new chapter of the story. The protagonist of the latest chapter, usmile, is a fast-rising comprehensive oral care brand company. Within five years of its establishment, it has achieved impressive sales performance and gained a good reputation in the domestic oral care field.

But the overseas journey has just begun. The road ahead is full of thorns and bumps when exploring the overseas expansion of brands from scratch. But "sailors" are born to be fearless of wind and waves. What wonderful performance will these brave people bring us? Let's wait and see!

It’s a hit on the entire network. Set your alarm at 12:00 every Wednesday and watch it on time!

In order to solve the problems encountered in going overseas, the usmile overseas operation team went to the Guangzhou headquarters to learn. In the process of data analysis, they found that the return rate in the overseas market was high. After research, they found that the return rate of different packages was different. It turned out that it was because of the misjudgment of the preferences of overseas consumers, which led to the return rate storm . After finding out the reason, the team quickly thought about and adjusted the product packaging.

This shows the importance of data analysis. When sellers advertise their products, they also need to pay attention to data analysis. Amazon Advertising’s advertising reports can provide us with great help!

For example, when launching multiple types of ads during the peak season, you can integrate and study various ad reports. By analyzing the same or similar indicators in different ad reports , you can find high-conversion ASINs that should be focused on during the peak season. Or you can use indicators related to ACOS in ad reports to help determine the gap between actual sales and estimated sales, and adjust advertising strategies such as bidding and budget in a timely manner to avoid slow sales.

Advertising reports are so important, how should sellers, especially those who are new to data analysis, operate? In fact, you can start with the ad position report. Compared with the keyword report, the ad position report is a report that is easily overlooked, but it can help sellers understand the performance of each product in different ad positions.

The placement report allows you to clearly understand the performance of an ad campaign in three different ad positions. The three Amazon ad positions refer to "Top of search (first page) on Amazon", "Rest of search on Amazon" and "Product pages on Amazon". Of course, the ad spending and sales of the ad campaign in the three different ad positions are also different .

When faced with three different ad positions, you can first analyze the product types and then perform corresponding product placement operations based on the types.

For example, for standardized products (such as 3C products), users will generally buy them on the first page of search results, so it is recommended that you place ads in the Top of search (first page) position. For non-standardized products (such as clothing), consumers will often make repeated comparisons before placing an order, so it is recommended that you place ads in other positions except the Top of search (first page) position.

It is recommended to place promotional products (such as setting coupons) on the Top of search (first page) because the promotional label of the product will only be displayed on the search page, but not on the product page .

After clarifying which advertising positions your product should be placed in, you can also pay attention to the search term display share report .

The search term impression share report in product promotion allows sellers to understand the percentage of ad impressions brought by a certain search term in the total impressions, and the ranking relative to other advertisers under the same conditions. It can help sellers "identify" the "combat effectiveness" of keyword placement in advertising accounts.

For example, on March 22, Advertiser A ranked fifth in terms of ad impressions for the search term “men shoes” on the UK Amazon site. This means that on the same day and on the same Amazon site, four other advertisers had more ad impressions for this search term than Advertiser A.

Sellers can use the search term impression ranking index and search term impression share index to optimize advertising performance in conjunction with their own advertising exposure goals. First set the advertising display ranking and share goals, and then compare the actual data in the search term impression share report with the set ranking and goals. Combine other indicators in the report to evaluate and adjust the overall advertising strategy.

In operation, you may encounter a situation where the actual share > target share and the actual ranking > target ranking . This means that the ad exposure performance exceeds the target and can be maintained. However, high exposure may also lead to high advertising costs, so you should refer to indicators such as cost, ACOS and the overall goal to consider whether you need to optimize the bidding strategy and improve other indicators such as ACOS.

On the contrary, if the actual share > target share, but the actual ranking < If the target ranking is not reached , it means that there are relatively few competitors and they are stronger than us in terms of advertising display. At this time, we can learn from their advantages to optimize our own advertising activities. Interested friends can click [here] to view the details.

After reading these advertising report tutorials, do you feel like you have suddenly realized something? Hurry up and use them to achieve brand sales during the peak season. If you want to learn more about Amazon advertising, please scan the QR code on the poster below and follow the "Amazon Advertising" public account to get ahead of others!