When we place advertisements on the Amazon platform, the first thing we care about is the exposure of the advertisements. Because only with enough exposure can the listing have a chance to be clicked, and only after being clicked can there be a chance of conversion, which is also the so-called advertising conversion funnel.
But what factors affect our advertising display? We must understand these principles so that we can place and optimize advertisements in a targeted manner. Otherwise, we may spend more advertising budget than others, but the effect may be worse. You know, Amazon advertising also follows the Matthew effect to a certain extent (the strong get stronger and the weak get weaker).
Today I will give you the following main factors that affect ad display:
1. Do you get a shopping cart (buy button)?
When your listing does not have a shopping cart, the ad will not be displayed. Therefore, when choosing an ASIN for advertising, you must first determine whether the product has a shopping cart. Of course, the ownership of the shopping cart is constantly changing, and we can choose products that have a probability of occupying more than 50% of the shopping cart for placement. If it’s lower than 50%, what we may need to do is figure out how to win the shopping cart instead of running ads first.
2. Correlation between keywords and advertising products
Amazon advertising is more related to the buyer’s keywords. Whether it is automatic advertising or manual advertising, our keywords must be as relevant to the product as possible. This requires us to skillfully place precise keywords in each module of the listing when writing the listing copy. This is SEO optimization, in order to be captured by Amazon crawlers and to make the advertisement more accurate.
3. Bidding High or Low
When other conditions are similar, whoever bids higher will naturally be ranked higher. On the same page, the exposure at the top and bottom of the page may be the same, but the chance of being clicked may be very different. If the budget allows, we can pay more attention to the position of our ads and adjust the bid according to the actual situation.
4. Classification of advertising products
In fact, this is similar to the principle of keywords. If we fill in the wrong category when uploading a product, it will affect the ad display to a certain extent. Therefore, we need to study the product categories of competitors, be familiar with our own products, and make the correct choices when uploading the listing for the first time.
5. Historical Click-Through Rate (CTR) and Conversion Rate (CVR)
The better the historical data, the more beneficial it is for advertising display. The strong get stronger and the weak get weaker; this is the naked reality. Therefore, we must optimize our listings when we first launch them to increase click-through rate and conversion rate. We also need to continuously optimize advertisements to make them more accurate.
6. Product price
Amazon is also one of the platforms that is committed to providing buyers with the best prices, so that buyers will have higher stickiness. So if your product price is lower than that of your competitors, your ad will be displayed better with the same bid. No matter how low the price is, our goal of making money cannot change.
7. Comments
The more reviews a listing has, the higher its score will be, and the higher its ranking will be. The same applies to advertising display. After all, products with higher review quality will definitely be more popular, and their click-through rate and conversion rate will also be higher, so it is understandable that they will get ad exposure.
8. Overall performance of the account
Amazon also considers the overall performance of the account as one of the factors affecting ad display. The purpose is to allow sellers to pay attention to their account performance and provide better services to buyers. Of course, the impact of this factor is the smallest here, but we have to pay attention to it.
Repeatedly emphasize: "The premise of all investment is a full understanding of the basic knowledge and functions of advertising!"
