Amazon advertising is not as difficult as we think, as long as the three big blocks to figure out that our ads basically no major problems, and sometimes your investment may not be effective, and some products require a combination of advertising to do.
Is your category suitable for advertising?
adult products can not advertise
category price is too low is not recommended to advertise
Because we found that there are accounts for some big-ticket and public companies, they spend more than $ 2,000 a day on advertising, but the average unit price does not exceed $ 12.
Their purpose is to water, but our consideration is whether our products to advertise, do not do how to fill our traffic, when we have enough unit price, the repayment rate enough, then we can do advertising, if we When the unit price is not enough, we are not directly select the keyword rankings and lower dimensions of the PD ads to do will have a better effect.
Your financial strength enough?
Advertising is steady. Rational use of working capital, 10% of expected sales for the advertising budget.
Accounting for the return rate can reach 55% or more?
Repayment rate = (product price - commission - FBA costs - advertising sharing - general promotion costs) / product price
If you do not reach more than 55%, then do not easily use ads. Early investment is very large, hard-line payments are difficult to be effectively utilized.
Do you understand CPC, PPC, CTR, etc. these terms?
Many sellers are talking about these terms, but seldom sellers can distinguish them.
1.PPC Advertising (Pay-per-click): A pricing model based on the number of users who click on an ad.
2.CPC (Cost-per-click): the cost of each click, according to the number of clicks on the ads bidding.
3.CTR (Click-Through-Rate): Directly determine the advertising booth a big weight, how much the amount of the show, how many people interested in click into, CTR is a good indicator of the reaction. Check the report, if the CTR is too low for the advertising booth, competitiveness, is a very bad reflection, then the effectiveness of advertising and booth will be greatly reduced. CTR too low solution: change the main picture. The main map must be able to eye-ball catching (eye), the main map of the fine production is a necessary condition.
4.CR (Conversions Rates): order conversion rate. Conversion rate is always a natural factor in search and advertising search rankings. How many people will buy your product after the click is made, the deciding factor is the product's detail page. First check both
The basic elements: First, the product page optimization; Second: go to your business report ASIN
Conversion, as to how to optimize the listing, is from the pictures, titles, selling points, Review, etc., comprehensive optimization page detail information.
You understand broad, phrase, exact these different presentation mechanism?
When a client searches for a keyword, A9 displays the search results based on the relevancy of the keywords and ranks them, so there are three cases for the search term and the keywords you type:
1.Broad Match (broad match):
Only a small percentage of keywords searched by buyers match or are related
Intent: Single words, generic phrases
Keyword: cable
Customer Search Term: charging cable
2.Phrase Match (phrase match):
The buyer search phrase will be consistent with the part of the keyword
Intent: Detailed Search Phrases
Keyword: data cable
Customer Search Term: usb data cable
3.Exact Match (exact match):
Buyers search terms exactly the same keywords you fill in
Intent: Precise Goal Phrases
Keyword: usb to micro usb cable
Customer Search Term: usb to micro usb cable
Do you understand the role of auto is included your listing, manual is able to test your listing?
Auto: make your own link can be better included platform, come to the final consumer word consumer
Manual: According to the matching results, check the link accuracy of the word
Big words with traffic, small words to improve conversion rate
Conscious use of large words for traffic import, but the long tail words for the final conversion
Import traffic: Phone holder
Final Conversion: Car Phone Holder Windshield
Big words combined with small words, rural encircling the city strategy
When there is no pre-test ranking in the current period, the long-tailed words and precision words are used to make the previous page and continue to occupy the valid position, finally occupying the core word advertisement
PPC Report Analysis, PivotTable Filter Data
Three directions focus on data: customer search terms, exposure & clicks, conversion rate
Do you know that PD advertising has now surpassed CPC to become the largest conversion rate model?
So for the seller, you can convert ideas into PD advertising.
Do you know HSA ads can use your opponent's brand words for their own drainage it?
Backstage keywords must not put each other's brand words, but ASA ads are okay.
CPC can not be separated from keyword planning
Keyword Source:
Top Asin backstage words
Top Asin flow word, purchase word, click word, add shopping cart word
Automatic advertising purchase words
HSA advertising recommendation
Keyword Design:
Long tail words: Car Phone Holder Windshield
Precise words: Car Phone Holder
Word: Phone Holder
Scene words: iPhone 8/7 / 7P / 6s / 6P / 5S, Galaxy S5 / S6 / S7 / S8, Google, LG, Huawei
Substitutions: stand / Mount / cover / vehicle / bus / truck
Easily overlooked spots in your ads
CPC to create rhythm
Different products are completely different two ways to create, must not be confused, first distinguish the product rhythm and product type.
- Independent products: for example, now the fire sweeping robot
High bid automatic advertising
Low bidding for extensive manual advertising
High bidding precision manual advertising
Negate ineffective words / paradigms
Matching products: such as Car Phone Holder
Timing adjustment automatically bidding
High bidding for extensive manual advertising
High bidding precision manual advertising
Depending on the timing negative matching products
CPC Advertising Details
- Advertising program options:
Lies in the setting of the keyword of "Listing Advertisement", the Amazon platform provides two methods of keyword setting, Automatic Targeting and Manual Targeting. If you are familiar with the product, you can grasp the core key well Words, it is recommended to choose manually set the way to set the keyword, if the product attributes are not very familiar, you can use the system automatically generated set.
- Bidding options:
Keyword bid is greater than the cost per click (Est page 1
bid 0.2-0.5 US dollars high, you already have an advantage, if more than $ 1 US dollars, it makes no sense. Because click-through prices are the result of second-place bids + the percentage difference between first place and second place + your performance. In other words, there is a certain amount of cap, not the higher the bid more competitive.
In fact, advertising booths and search booths are similar, have their own ranking system, search ranking is determined by the sales volume, conversion rate and other factors. Advertising booths are generally determined by your performance and bidding bid. So, can not find their own advertising sellers quickly remedy their account performance.
- Ad group selection:
A Campaign below can set up more than one Ad Group, an Ad Group can set multiple ad keywords, and the same Ad
Group keywords are public, so, if it is similar products, can be placed in an Ad Group, but if the product is different or the difference is obvious, it is recommended to set Campaign or Ad
Group.
4 key amount:
In the choice of keywords, it is not recommended to choose a lot of keywords to promote, under normal circumstances, a product selection of 5-10 keywords to promote OK, many so-called very partial marginal keywords, long tail keywords or even Long tail keywords, and not much needed. At the same time, setting too many keywords will only distract operators and neglect their core issues.
- Advertising orders:
① Suppose a new product, Amazon does not have the same paragraph, made an advertisement for some time, click rate, but the conversion rate is too low. You have to consider whether there is a big market for this product, the timely suspension of the ads themselves and then analyze it.
② If it is not new, it is necessary to consider whether there is any problem with your listing, pictures, titles, content optimization and revising again and again.
- keyword fill rules:
① Amazon search algorithm does not recognize punctuation, especially Chinese punctuation, so fill in the keywords, it is best not to use punctuation separated by a spacebar directly separated on it.
② keywords can not be repeated, in the Amazon search algorithm, when repeated keywords will be judged to be keywords cheating, and buyers always see repeated words, but also have an impact on the reading experience.
CPC Advertising Notes
- Can not choose too low price of the product.
Although a shop may be in order to balance the operation, there will be high-priced and low-priced products, but when advertising, we must resolutely exclude low-priced products. The high unit price of a product means that the absolute profit of the product is large and the absolute profit is large enough to support the advertising expenditure so that the output produced by the advertisement is larger than the input. If you are selling a $ 5.99 tempering film, no matter how superb advertising you play, I'm afraid the result is a loss, because the margins are too small to support advertising costs.
- Variant products preferred public recognition of the color (style) can be put.
Do not put all your variations on them, nor do you just put on a color (style) that looks like a personality but has a small audience. The reason is very simple, no matter what the product, no matter how many color choices, there must be some colors more in line with the public's aesthetic, for such products, we call the public models, decisive put these mass products put ads , These products into the Listing into the flow, if you click into the consumer has personalized needs, he will naturally pay attention to the variant of the personality section. For sellers, there is no need to personalize personal models out put ads, although it may have earned the eye, but not be able to get too good conversion.
3 ads without display rate
① check the advertisement product whether there is a shopping cart (no shopping cart can not advertise, may be on the shopping cart after being robbed).
②. Check the ad group for errors.
③ Check whether the keywords are not displayed in other ad groups, which we often call self-competition, competitive words usually share the ad's display, or appear to be rejected by the Amazon advertising system.
- Low ad impressions
① is the advertising budget is too small.
Check the search term inside the keyword set whether there are special characters, such as colon, period.
③. Check if your product is located in the category (this is the most common and most common mistake).
④. Check whether the ad bid is too low, you can refer to the home page advertising recommended price
⑤. Check whether the keywords appear in the product title in the middle.
⑥. Check the advertising keywords appear in the background search terms inside.
- The ad did not show up during the search
①. The first page auction is only applicable to the most corresponding category in the product, check whether the advertisement bid is too low in the same category.
② competitors take the highest weight accurate keyword ads, and your ads are only phrase matching, or GF match the advertising weight of the lower operating mode.
③. Competitors' ads have a good historical performance in Amazon and are expected to have better conversion rates.
④. Check the advertising settings are wrong settings.
- High advertising costs, low conversion returns
①. Check if Amazon has given a large number of highly competitive industry keywords or clicked maliciously.
②. Display your ad on the competitor's page, but the listing review level is far behind.
Blind spot of advertisement
1.Acos computing elements:
ACOS = Spends / Sales = (Bids * Clicks) / (Price * Qty)
CTR = Clicks / Impressiond
2.VE advertising how to improve:
①. HSA ads added to the top ASIN brand word drainage
②PD ad single product more than one group to seize all associated positions
③. HSA / PD two campaign with SP essential difference is that, AMS ads do not automatically recognize the complex number, misspelled.