The running-in period for each category is different, and the length and height required to run are also different. For products that are sold all year round, the horizontal runway between the running-in period and the downhill acceleration period is relatively long (existing products have continuous conversions and high sales levels), which requires more and longer investment.
On the contrary, for the products of the season, the runway from the top of the running-up period to the middle of the acceleration period is particularly short (all the products of the season are in the running-up period), so they enter the automatic acceleration downhill faster and the search traffic increases on its own.
Knowing the principle is like most people knowing many truths but still can’t live a good life, and still can’t run a good advertisement.
We know that investment in the run-up period is necessary, but how can we make Amazon advertising run at a low ACOs, so as not to lose money or even make a small profit? Where should we start?
These two aspects are actually commonplace:
1. Reduce the cost per click
2. Improve conversion rate
1. How to reduce the cost per click?
Amazon ads, and even ads on many other platforms, are all modeled after Google AdWords ads. The biggest principle is still to rank the best performing ads at the top (in layman's terms, Google's original words are to allow users to search for the content they need most).
It can be seen that the higher the bid, the higher the ranking will not be. On the contrary, the better the ad performance, the lower the cost per click will be, and the higher the ranking will be.
Advertising performance = keyword quality + copywriting. What is objectively reflected in the data is the click-through rate (CTR) of this advertisement.
1. Therefore, we need to filter keywords, eliminate low CTR, and keep high CTR keywords to make the entire advertisement perform better.
2. We need to optimize our pictures, texts, prices, and reviews so that customers have a stronger desire to click in, rather than waiting in the search results (you can look at your own listing from the search results and think from another perspective, why not click in to see, usually the factors that are compared are price, review, pictures, etc.)
3. To increase the overall exposure of the advertisement, because the more keywords are added, the greater the chance of display. Assuming that all added keywords can reach the average CTR level, the click cost will decrease.
Daily fixed limit = exposure * average ctr * cost per click:
100=y*0.02*x
As the y value increases, the x value naturally decreases
2. Improve conversion rate
Factors related to conversion rate include:
1. Flow accuracy
Amazon advertising is too extensive, which brings a wide range of relevant or irrelevant traffic. For example, automatic advertising, such as extensive manual advertising, requires optimizing advertising keywords, narrowing the scope, and extracting keywords with high exposure and high conversion.
Generally, they are classified into two types of objectives:
1. Run volume: a separate advertising campaign, do not care about acos, just focus on placing orders, all tested words are included, including automatic ads in the word category
2. High-quality keywords: The extracted words with high exposure, high click-through rate and high conversion rate are not important, but they are placed here for amplification and promotion.
What we mean by driving natural traffic is actually driving a certain keyword from the running-up period, to the parallel period, to the downhill automatic acceleration period. The only difference is that we push many words at a time to form batch rankings and bring in batch traffic.
2. Overall conversion factors of the listing page
Many people cannot really distinguish the factors of conversion. They can directly regard the listing page as a conversion platform for keyword traffic.
All people who search for keywords will look at all the conversion factors on this page and then convert.
This factor has actually been discussed in many articles, namely price, 5 points, reviews, etc.
Reviews and price are the most important. A bad review ruins everything. I believe many people have experienced this.
Judging from the current situation, Amazon advertising is the simplest and safest channel for promoting listings in the future, but it is also the one that requires the most detailed research. In the future, professional advertising positions will gradually emerge. There are also some companies on the market that specialize in helping people place Amazon ads. If you are interested, you can look for them.
