Important skills that cross-border e-commerce “experienced operators” must master!

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As an "old operator" in the cross-border e-commerce industry for many years, it is not only necessary to accurately and efficiently place Amazon advertisements, but also a very important skill, which is to effectively analyze the placement and see the results through data.

1. Data Cleaning and Analysis

The most important thing in analyzing the effectiveness of advertising is to measure various dimensional indicators, such as: 1. Summarize the data such as display volume, click-through volume, expenditure, order volume, sales volume, etc. according to the advertising activities, and use the summarized data to calculate multiple indicators such as CTR, CR, ACOS, ROSA, etc.

Calculate year-on-year

2. Data visualization for real-time monitoring
After analyzing the data, the dashboard and filter configurations enable flexible switching of data viewing dimensions, so that key indicators and changing trends are clear at a glance, providing a lot of convenience for subsequent judgment work.

3. Optimize advertising strategies
By measuring and analyzing various indicators from multiple dimensions and viewing the interactive dashboard, you can understand the real-time status of advertising. With the help of data warning reminders, you can optimize the advertising strategy for the next step.

1. Key indicators to focus on:

Advertising data: focus on analyzing advertising exposure, click-through rate, conversion rate, cpc price changes and changes in the overall proportion of advertising orders.

Exposure : Exposure is the basis of our clicks and conversions. There is no need to say more. This is also the indicator we focus on.

Clicks and click-through rate (ctr): Clicks are closely related to our orders. Assuming that our product conversion rate is 10%, then one order is generated for every 10 clicks. We need to have enough clicks to reach our target advertising order volume.

Click-through rate: Click-through rate is one of the most core indicators of our advertising. The click-through rate of most products needs to be above 0.4%. If our product’s click-through rate does not reach this effect, it will be unqualified.

Conversion rate: Conversion rate is our ultimate goal. That is, according to the previous analysis, we analyze category issues through rankings, increase our influence by observing QA, and operate product exposure and optimize conversion rate, all of which ultimately serve the conversion rate.

2. Abnormal data warning and strategy adjustment
It is also very important to support setting data warnings based on indicators and change rates calculated from various dimensions, which can remind us to optimize promotion strategies in a timely manner. Here are two examples where warning values need to be set:

A data alert needs to be set when the conversion rate drops by more than a certain percentage, or the advertising cost increases by more than a certain percentage.

In terms of search term delivery, filter out search terms that have not been delivered but have reached a certain number of orders, conduct additional delivery, and observe their delivery effects in a targeted manner.

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