Requirements for pay-per-click advertising on the Amazon platform:
1. The seller’s product must have a Buy box before they can participate in pay-per-click advertising campaigns.
2. The seller's sales plan must be a professional seller.
3. Do not set competing brands as bidding keywords, such as setting Adidas as a keyword when selling Nike shoes.
4. Do not set keywords that are completely irrelevant to your products. For example, if you are selling clothing products, but set the keyword as phone case, the system will automatically identify and judge this type of advertisement and block these advertisements so that they cannot be displayed.
5. Pay-per-click advertising is not allowed in the digital camera and jewelry categories of the US site, and the clothing and health care categories of the UK site.
Ads and ad groups
Multiple ad groups can be created in one ad, and multiple products can be created in one ad group. Similar products can be placed in the same ad campaign, such as the same product in different colors.
Ads under the same campaign use the same keywords and are displayed in turn. Only ads that occupy the buy box can be displayed. When adding ads, please pay attention to whether they are shipped by yourself or by FBA.
Basic requirements for Campaign in-site advertising listings:
1. The first picture should be beautiful and meet Amazon's requirements.
2. More than ten reviews and a star rating of 4 stars or above.
3. If necessary, adjust the title and place the core selling point at the beginning of the listing.
4. Competitive selling price.
PS: Review star calculation method: (number of 5 stars*5 + number of 4 stars*4 + number of 3 stars*3 + number of 2 stars*2 + number of 1 star*1)/total number of reviews.
CPC Ad Ranking
In fact, advertising booths are similar to search booths, and both have their own ranking systems. The ranking of search booths is determined by factors such as sales volume and conversion rate; the ranking rules of CPC advertising booths are determined by performance and bids, and then the limited booths are rotated continuously every day and every hour. However, the weight of performance is often greater than bid, because for Amazon, everything is to bring more conversions and more sales to the platform. Because it is impossible for him to put you on the homepage just to earn a few clicks from you regardless of your quality. Whoever has a higher conversion rate and can bring more sales will have priority.
What are the main ranking factors for Amazon’s CPC in-site advertising?
1. Within a certain range, the higher the bid, the greater the possibility of being ranked at the top, but there is a limit. Bid bidding is only a secondary factor and will never be mainstream. You have to know that any search engine and platform will only give priority to the products that are most beneficial to consumers. The so-called traffic purchased with money will always rank second.
The predicted bid and cost per click for each keyword can be viewed in the backend advertising promotion management. The CPC click price is a combination of the second place bid + the percentage of the difference between the first and second place + your performance. In other words, there is a certain upper limit on the amount, and the higher the bid, the more competitive it is not.
2. Performance, it all comes down to one thing, which is conversion rate. Its weight is far greater than bidding. The conversion rate can be viewed from two aspects: one is the CTR click-through conversion rate (that is, the number of clicks divided by the number of impressions), and the other is the ACOS advertising cost-to-sales ratio. These indicators can be seen in the advertising report and in the background. The better these two indicators perform, the more competitive your product will be and the more attractive it will be to buyers.
Conversion rate is always the first determining factor of natural search ranking and advertising search ranking. If the conversion fails, then the natural ranking or advertising ranking will definitely fail. The better the conversion rate, the higher the placement. By constantly selecting keywords with good performance and optimizing listings, you can continuously improve the conversion rate and the performance of your ads will get better and better. Only good performance will continue to accumulate weight over time.
How to analyze advertising effectiveness?
1. CTR (Click-Through-Rate):
This is a major factor in determining the advertising booth. CTR is a good indicator to reflect how many impressions there are and how many people are interested and click in. Check the report. If the CTR is too low, it will reflect badly on the competitiveness of the advertising booth. The effectiveness of the advertisement and the booth will be greatly reduced. Solution to low CTR: change the main picture. The main image must be eye-ball catching; optimize the title; optimize the price.
2. Conversion Rates:
Conversion rate is always the core factor in natural search ranking and advertising search ranking. After a click is generated, the number of people who will buy your product is determined by the product details page. First, check two basic elements: first, the product's on-page optimization. If the product page is not optimized, don't advertise easily. Second: Go to the business report to check your ASIN conversion. If the conversion rate is low, such as less than 5%, it further indicates that the listing is not very competitive in the market and needs to be optimized.
3. Set keywords for your ad
Campaign keyword selection
1. Use some keyword tools to select keywords.
2. Words derived from the Amazon search box.
3. Hot search words related to the product’s zodiac sign or other hot-selling brand words (the conversion rates of these words are generally low, and if the product is attractive enough, you can choose to add such words).
4. Opponent review.
5. For products with good sales and high search rankings, you can use more big words. For new products, you can use more long-tail words with more precise positioning to improve conversion rates.
High impressions, high click-through rate, high conversion rate (and low ACoS)
The fit between keywords and products is an important factor affecting conversion. For example, if you are selling tablet holders, do not use mobile phone holders or holders as keywords. If you are selling car rear seat tablet holders, try not to use tablet holders as keywords. The more relevant the keywords and the more accurate the positioning, the more helpful it is to improve conversion (provided that the keywords have a certain search volume). The advertising effect is related to various other factors, not just keywords, and needs to be continuously optimized.
CPC ad impressions are 0
1. The product is not eligible for shopping cart (the ad status is "Not in Boy Box").
2. The keywords you set are irrelevant to product information such as title, bullet points, brand, and description.
3. The Bid is set too low.
4. Expenses exceed daily budget.
5. Ensure that the product information is complete. If the product is in a suppressed, inventory 0 or other status, it cannot be displayed.
Amazon In-site Advertising-ACOS
1. The ACOS standard depends on the seller, and there is no absolute value standard.
2. The level of ACOS depends largely on the average order value.
3. Listing conversion rate is the core factor affecting ACOS.
4. Orders/clicks reflect the impact of keywords on listings.
CTR: The dynamic evaluation of CTR and ACOS is the core standard of keyword advertising. (CTR = clicks/impression)
Low CTR - the advertising quality is not high, the keyword matching is poor; the first picture is not attractive enough; whether the price is competitive.
Whether the keyword is a big word or a general word, try to use precise long-tail words to remove irrelevant traffic;
Is category competition too fierce? Evaluate whether advertising investment is reasonable.
High CTR - whether the display base is small, evaluate the search volume of the keyword.
