How to optimize advertising for products with poor advertising data?

background:

First, let me tell you about my product. There are 2 variants. The target group is children. The attribute is cute.

These two products have an average of about ten orders per day, which are basically organic orders. The advertising orders have a very high acos. After analyzing the keywords in the advertising report, they are also matched with the product attributes. Completely unrelated words have been rejected, but the advertising orders have always been scattered.

The data of organic advertising is poor and I can't pick out a word with particularly good performance to start manual advertising in a targeted manner. I want to ask

How should we advertise this kind of product and how should we optimize its advertising?

answer:

Download advertising data reports and conduct data analysis. Advertising data from exposure to clicks, add-to-cart, and conversion is itself a funnel shape, and each link has different indicators.

The first step is accurate flow:

The most basic thing is whether the exposure words (advertising words) you choose are accurate. The words are accurate and match the products and target consumers.

Step 2: Exposure-Click:

Is the ad exposure sufficient?

Only when the bid is reasonable and the exposure is sufficient can we discuss the click-through rate. If the exposure itself is not enough, then increase the bid to increase the exposure. If the click-through rate is not right when the exposure is sufficient, it means that the information presented on the search page is not attractive!

The information presented on the search page includes: whether the main image matches the target consumers' preferences, price, event logo, and the first few words of the title (this varies depending on the category). During this period, the click-through rate is continuously optimized.

Step 3: Click on Add to Cart and Conversion:

After enough clicks have accumulated, check out the add-to-cart and conversion rates.

If it is a high-order-unit product and there is add-to-cart but no conversion, then it has no advantage during the customer's comparison phase. High-order-unit products must inevitably go through the test of comparison. It may be that the product's unique selling point is not as good as that of competitors, it may be the price, or it may be activities. After all, it is a high-order-unit product, and this judgment needs to rely on the understanding of its own category.

If it is a low average order value product, people usually buy it directly and rarely add it to cart. As long as the low average order value product has obvious unique advantages, customers often buy it directly without comparing prices. If the conversion rate of low average order value products is low, it is time to optimize the listing.

The selling points are prominent and the price is appropriate (it does not have to be the lowest, after all, low-order customers will not compare), and other related products on the details page are not as good as yours (selling points, price, reviews, etc. can all be advantages).

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