Advertising during the peak season has skyrocketed, and sellers’ ACOS has soared by 500%!

2020 can be said to be the first year of disaster for cross-border e-commerce sellers.

With the resurgence of the epidemic in Europe and the United States, sellers have started the nightmare cycle at the beginning of the year again.

Nowadays, sellers are in dire straits due to problems such as falling exchange rates, falling sales, rising raw material costs, rising freight rates, triple storage fees during the peak season, and shipping restrictions.

With the arrival of "Black Friday", we thought we saw the dawn of hope, but who would have thought that the sellers' sales volume did not improve at all!

Many sellers said: It’s Black Friday, but the sales are terrible!

Some sellers even said: Not only are there no orders, but the shopping cart is gone too...

▲ The picture comes from the seller communication group

In the seller communication group, a seller tried to make the best of a bad situation and said: Although the sales volume did not explode, the ACOS grew explosively!

▲ The picture comes from the seller communication group

Coincidentally, another seller posted a screenshot of ACOS in the seller communication group, which left people speechless.

▲ The picture comes from the seller communication group

So, does the ACOS of 516.5% really exist?

In this regard, many sellers expressed their opinions:

Seller A: This 516.5% ACOS is at the charity level!

Seller B: This protection fee is quite high!

Seller C: Could this be the person behind my brother-in-law?

Seller D: I have nothing, but I still want to cheer for my brother-in-law’s dream!

In addition to joking, some sellers also said: It’s a small scene. I have encountered 800+ before.

Ah this? Those who spend 800+ must have a lot of money at home, right? Anyway, I have learned something new!

▲ The picture comes from Weibo

Many sellers understand that it is reasonable to spend more on advertising during peak seasons or holidays.

However, there are many sellers whose ACOS has exploded despite the peak season orders not exploding. For a while, it seemed like a competition to see who has the highest ACOS.

Seller A: I have seen ACOS of more than 300%

Seller B: ACOS directly reaches 260%+

▲ The picture comes from the seller communication group

Some sellers even posted screenshots directly: It’s only 273.87% ACOS~

▲ The picture comes from the seller communication group

If you don't advertise, you won't get any orders. If you advertise, you'll lose money. Invest in an Audi and get an Alto . This should be the true portrayal of sellers doing advertising during the peak season.

It turns out that what everyone says is true: Don’t be impatient when it comes to cross-border e-commerce, you have to persevere, it is normal to lose some money at the beginning, and you will naturally go bankrupt after a long time.

What’s infuriating is that there are still “Versailles sellers” who come out to stir up hatred: the monthly advertising cost is $100,000, and the ACOS is around 13%.

▲ The picture comes from the seller communication group

Another seller said: "It's really annoying. The ACOS of any product I make is about 10%. It's really a headache. There are too many good products. I don't know how to choose. I couldn't sleep last night."

▲ The picture comes from the seller communication group

I believe that many sellers are getting impatient after reading this, because if we simply discuss the high or low ACOS, it actually doesn’t make much sense, and ACOS does not mean that the lower the better.

The ideal ACOS varies depending on the product and the seller's purpose of advertising.

For example, you need to analyze which stage the product is in, is it the early stage of a new product, or the late stage? When launching a new product, you may set a higher ACOS for yourself. The main purpose of the seller is to play the long game and catch the big fish. For mature products, sellers naturally set a lower ACOS for the advertisement. At the same time, you also need to look at the category to understand what the excellent ACOS of the category to which the product belongs tends to be.

So, how can we control ACOS within a reasonable range? Of course, turn off all the ones that are not effective.

Back to the topic, the editor has collected and sorted out the following points to control ACOS for sellers’ reference:

In addition, for peak season advertising, sellers can also start from comprehensive analysis of keywords, continuous advertising during promotional periods, improving advertising management efficiency, and utilizing negative keywords and negative product functions.

Finally, how are the sellers’ peak season advertising results? What is the ACOS level? Welcome to leave a message in the comment area~