It is said that advertising on Amazon needs to be optimized. How should it be optimized?

Amazon's Q4 peak season is coming, and many sellers are gearing up to make a fortune. After handing over the prepared goods to the service provider for shipment, everyone knows that the next step is to optimize listings and ads for the peak season .

But when it comes to optimization , what should be done specifically? Many sellers are still trying to figure it out on their own or using knowledge they have pieced together from everywhere, and the results are predictable. Without a solid foundation, it seems impossible to expect a big sale during the peak season.

Today, Alice wants to talk to you about one of the two basic optimization problems - where to start with advertising optimization.

If you want to start optimizing your ads, the first step is to know what went wrong with your ad settings and what kind of problems you have. In other words, you need to know how to read ad reports .

So next we would like to introduce our four protagonists, the four core data in the advertising report - exposure, clicks, orders and ACoS.

Exposure is the basis of the four parameters. Clicks, order volume and ACoS are all advanced data based on exposure. Only when the exposure goes up, the following three will have a chance to appear.

If the exposure is not high, the problem usually lies in the bidding and the listing itself. First recheck the content of your listing, whether the relevance of the category and keywords needs to be optimized, and then try to increase the bid appropriately.

The next main character is clicks. Exposure represents the number of times your product is displayed in front of customers, so clicks are the number of times they click in to learn more about your product after seeing it (the ratio of clicks to exposure is referred to as CTR, which is generally around 0.5%).

After understanding these, the factors that affect the number of clicks are obvious: whether the main picture and title are attractive, and whether the product display position is in the front.

Once you know where the problem is, you can make targeted corrections. If the main picture is not good-looking, ask a professional to shoot it. If the title is not attractive, refer to the writing methods of competitors and big sellers. You can master the skills by practicing and learning from them.

The third metric is the number of orders, which is essentially a reflection of the conversion rate. How many customers who clicked in to learn more placed an order? If the ratio of orders to clicks is around 20%, it is a relatively healthy value.

If this indicator is not ideal, it is probably that the product description and five elements need to be optimized, or the listing itself needs to be improved. For example, the price and the number of reviews and star ratings are all factors that determine whether the customer will ultimately pay.

Finally, let’s take a look at the most important indicator of CPC on the site - ACoS. This is an indicator that is easily over-focused, although it is indeed a direct reflection of the effectiveness of advertising. However, in the early stages of advertising, Alice still recommends that you focus on the first three data.

When exposure is sufficient, clicks and conversions are within a healthy range, consider this indicator again. Adjust bidding and time-sharing settings to reduce advertising expenditures and thus achieve the goal of reducing ACoS.