Amazon’s advertising team reaches out to sellers

Recently, a netizen complained that the data of Amazon's advertising team was unbearable to look at. The Acos was directly pulled to 500+. Instead of solving the problem, the team questioned the seller. The netizen joked that he had hired this old man for 25,000 US dollars, and couldn't help but sigh that some people have explosive orders these days, while others have explosive Acos.

“This must be Amazon’s undercover team, going deep into the sellers to make money.”

"This, this, this, I am shocked. This is a blatant scam. When the free advertising support just came out in early 2022, I listened to his advice and the data was so bad in half a month that I gave up and never answered his calls again! It took me two months to get the data back to normal."

“We’ve done it before, and it was a mess.”

“How can I join their team? I think it will be easy to make money.”

Recently, many sellers have reported that the data from Amazon ads is terrible. They want to turn it off, but are blocked in every way. Amazon's advertising team is ineffective. Not only has the ACOs data been pulled to 500+, but the marketing team has also been constantly shifting the blame. Sellers have not been able to increase their order volume and have spent a lot of money, but they are being blamed for not having ideal order volume, so the data must not look good. In response to this, many sellers said that it was okay for the monthly order volume to not increase, but the data also became very bad. It took more than two months to adjust the data to normal, which was completely in vain.

In response to the sellers' dissatisfaction, the team itself has its own explanation. According to the team's explanation, the poor performance of the data is because the advertising group is used to pursue exposure, and it is normal for the data to be ugly.

This statement is just to continue to drag the seller until the three-month agreement expires. It can be said to be a blatant attempt to cut leeks .

So, facing such a shameless team, should we turn off the ads? Will turning off and then turning on the ads affect conversions?

First of all, turning off and then on ads will not affect conversions at all . Turning off ads has nothing to do with conversion rates. It mainly depends on the product itself. Secondly, the advertising data is ugly. Turning off ads can help replan how to advertise, which is what the store products need. Re-evaluate the audience, plan your own product list, help yourself better understand customers and the market, and develop more sophisticated advertising strategies.

The suggestion is to evaluate and adjust the existing advertising strategy, first consider optimizing the advertising words, narrowing the scope and increasing targeted positioning, creating attractive advertising materials, etc. to improve the performance of the advertisement.

You can also choose different target groups when placing advertisements and select corresponding strategies according to search keywords.

At the same time, you can also use advertising data analysis to deeply explore elements and hot content to further improve the exposure and effectiveness of advertising.

First of all, what is Acos? Why do all sellers dare not let Acos go off the charts? First of all, Acos = advertising expenditure ÷ advertising revenue , which is an important indicator to measure the performance of sellers' advertising activities. It can be understood as the percentage of sales you spend on advertising, and it is also an indicator to measure whether the advertising is good or bad.

Every year before Amazon's big promotion, the store's advertising budget will increase by a factor of 10, usually by about 10 times. It was set at around 5 USD and suddenly soared to over 100 USD. Sellers reported that the usual advertising budget of several dozen USD suddenly went to 200 USD. Some sellers mentioned that the advertising expenses on that day exceeded the budget by more than 3 times. In addition, the budget set at 300 USD went directly to 2,000 USD, and it has not stopped and has been rising.

When faced with the problem of price increases before a big sale, methods to reduce Acos can be fully applied. For example, reducing advertising costs is the simplest and most effective method. Of course, reducing advertising costs means that you have to abandon some advertising campaigns or ad groups with very high ACOS, or even eliminate some keywords, etc.

Secondly, you can also increase the number of orders and increase profits, but you need to add advertising costs on the basis of this high ACOS, and the sales volume of orders must be greater than the current sales divided by the average advertising expenditure and show a growth trend, in order to ensure that your ACOS will gradually decrease.

Consider whether the team's professional field meets the seller's requirements and avoid blind selection. Different business areas require different marketing strategies, so it is very important to find a highly professional marketing team.

To analyze the team's strategic capabilities, in addition to professional knowledge, it is also necessary to understand the strategic capabilities of the marketing team. Marketing strategy is a complex task. They need to have a sufficient understanding of Amazon's mechanisms and have sufficient experience to develop and promote sellers' products. They need to recruit teams with market insights, have keen insights into market trends, and be able to seize big opportunities.

Recently, we held a closed-door meeting on core advertising in Hangzhou. We focused on discussing various issues related to Amazon, such as how to find leaks in Amazon advertising under this environment, the relevance issues involved in this Amazon update, the underlying logic of advertising, low-bid advertising gameplay, and advanced strategies. We will also discuss this with you.