A seller asked: During the automatic advertising process, I checked the advertising data report and found that more than half of them were ASIN codes. How to interpret and solve this situation?
I think almost every seller who runs automatic ads will encounter this problem.
The reason why a large number of ASIN codes appear in the automatic advertising report is related to the display principle of automatic advertising. Sellers who have set up automatic advertising know that during the automatic advertising setting process, sellers do not need to add any keywords. The system will automatically identify the content in the listing details of the advertisement, and then match it to the pages of similar and related products for display.
The result is that when a consumer opens a product page and sees your product and becomes interested in it while browsing the product details page, it may trigger the consumer to click on your link, and this click will be recorded in the Amazon advertising data as the ASIN code of the original listing.
Some sellers may also find that if the Listing is optimized, the effect of placing automatic advertisements is often good. This is also related to the above-mentioned display and click principles. Unlike manual advertising, which gives priority to displaying ads on the search results page, automatic advertising gives priority to displaying on the relevant product details page (it is "priority", but not "absolute", and the current manual advertising settings also have product positioning settings. Choosing product positioning settings can also increase the chances of listings being displayed on the product details page to a certain extent). According to common logic, on the search results page, consumers may only have a preliminary intention to buy a product, and when a consumer opens a listing, he or she will be relatively more interested in the product, especially when a consumer browses multiple listings. The more products a consumer browses, the stronger his or her intention to buy. A consumer who has browsed multiple product pages happens to see your ad in the middle of the product page and then clicks on it. His or her intention to buy is very high, which is why automatic advertising performs well.
Of course, sales psychology calls this phenomenon: the more you invest in a relationship, the more you expect to gain.
Now that we understand the origin of ASIN in the advertising data report, how can we optimize the advertising in a targeted manner based on these ASIN in our operations?
The optimization in this process probably includes the following aspects:
1. For ASINs with high exposure, high clicks, and high conversions, you need to search for the ASIN, check the corresponding listing, compare your listing with the other party's listing, think about the reasons for the high conversion, think about the advantages of your listing over the other party's listing, and try to maintain this advantage;
2. For ASINs with high exposure, high clicks, and low conversion (no conversion), you should also check the ASIN and analyze whether your listing matches the listing of the ASIN. If it does not match, you should consider the reason why the system associates the two listings. If it is determined that this association is due to the system's misjudgment caused by inaccurate or even misused keywords in your listing, you should optimize your listing and delete or modify irrelevant keywords. If the listings are related, you should consider why your listing did not bring the final transaction, and consider further optimizing the details of the listing. The standard for optimization is to try to perform better than the content of the associated ASIN.
In addition to the ASIN in the data, some sellers also have doubts: If a certain word in the automatic advertisement performs well, is it necessary to negate it in the automatic advertisement after adding the word to the manual advertisement?
The answer I give is no.
The reason is simple. The core of advertising is to look at conversion rate and ACOS. If the conversion rate of automatic advertising is cost-effective, why should we deny the best performing words? If these words are added to manual advertising, and both advertising plans perform well, wouldn’t it be a better result?!
As for the concerns of some sellers about wasted advertising, that is an unnecessary worry. As long as the advertising input-output ratio is cost-effective, it cannot be considered a waste, right?
