New changes in Amazon advertising: how should sellers respond?

Many netizens said that these days some people have huge orders while others have huge ACOS.

Since the new regulations were changed, people say every day that if they continue to advertise according to the previous routines, it will easily cause the ACOS to explode.

"The data is exploding, but the quantity is not increasing, and a lot of money has been spent."

"It was bad enough that the monthly order volume didn't increase, but the data also became very bad. It took me two months to get the data back to normal. It was completely in vain."

This major change mainly involves the broad matching of sp ads. Compared with the previous broad matching logic, the new rules have a broader logic after the change, which makes it difficult for sellers to locate them.

For example, the previous A+B search can accurately locate customer search terms related to A and B. However, after the new regulations are changed, the A+B customer search terms will appear in the form of "A+C" or "B+C" roots appearing alone.

However, some merchants reported that after searching A+B, completely unrelated word roots C+D appeared.

Widely recommending keywords can easily lead to traffic deviation. Originally, the advertisement could be accurately promoted to 500 people, but now it can only be accurately recommended to 200 people. The remaining 300 people may not be the intended customers of this type of product.

Broad word matching has caused word meaning delays. More and more buyers have said that the results of broad matching searches were good before, but since the changes, broad word searches will recommend irrelevant things, resulting in a much lower conversion rate.

Secondly, Amazon’s new sp advertising rules are moving closer to sb advertising and Google advertising.

Sellers believe that this is equivalent to an invisible sickle, cutting precision, increasing traffic, not caring about conversion rate at all, and pushing a lot of inaccurate traffic.

Amazon has been updating its advertising system this year, especially launching dynamic advertising and automated advertising.

The key points of advertising strategy are to grasp the timely update of policies, timely understand and master new functions, and use them flexibly to obtain better advertising effects and investment-production ratios. This year, Amazon changed the way it plays SBV ads, and now SBV ads can be directly placed on the search homepage.

However, in order for SBV ads to be displayed on the first line of the search results page, two conditions must be met: the store must have brand registration and a brand flagship store, and when turning on SBV ads, the Amazon brand flagship store must be selected as the landing page location.

For sellers, if these two conditions are met, they can consider using SBV advertising to increase brand exposure and advertising effectiveness.

Of course, sellers can also use short videos to promote their products to better convey their product value and appeal.

However, it should be noted that the production and optimization of video ads requires certain professional knowledge and skills, and they need to be fully prepared and tested before being released to ensure that the ads can achieve the desired effect.

The decline in the investment-output ratio may be due to market saturation and fierce competition. It is common for the budget to exceed the target and the advertising investment-output ratio to be very poor.

In the face of this change, we can pay close attention to the advertising situation and adjust the advertising strategy in time for ads with poor conversion rates. We can also set budget limits to ensure that the ads delivered each day do not exceed the limit and control the daily advertising expenditure. If the click-through rate is too low, we can observe whether the ad position is in the primary position.

The most important thing is to optimize the advertising strategy in a timely manner, adjust the selection of keywords, accurately locate the target audience, and maximize the effect of advertising.