Sellers who pay a little attention to the details of the platform have discovered that Amazon has recently adjusted the layout of the product details page, gradually cutting out the "viewed again" and "bought again", and turning these two positions into "4 stars and above" advertising positions. This adjustment means that the natural traffic entrance will be reduced, which means that in order to operate well and create hot products, the role of in-site advertising will become more important.
But many sellers are confused because they have been running in-site advertisements all the time and have a considerable budget. However, when faced with advertising input-output ratio data, they always feel "uneasy" - the ACOS is too high and the input-output ratio is not cost-effective.
When many sellers place advertisements, their original expectation is to achieve scale and create hit products. As long as the investment does not kill the customer, they will invest as much as possible. However, if the conversion rate of the advertisement is not cost-effective, the customer will slowly die.
Advertising should be cost-effective, but how to achieve this goal depends largely on the interpretation of advertising data and optimization based on these data. Next, we will interpret several core data in the advertising process and provide some optimization suggestions.
Exposure:
This is the first variable we should pay attention to after the ad is launched. Under a certain bidding price and budget, if the exposure is very small, then we should think about two directions: Listing optimization and bidding high or low.
If the Listing optimization is done poorly, the system will not recognize it or recognize it incorrectly, which will often lead to inaccurate ad matching data. In this case, it may lead to low exposure. What we need to do is to re-optimize the Listing, including the title, category, ST keywords, etc.
If your listing optimization is already very good, but the ad exposure is still small, for automatic and manual ads, we must first consider whether the ad bid is too low, increase the ad bid appropriately and then observe. If it is just manual advertising, then another possible factor is that there are too few ad keywords (targeting products), which can be reconfirmed and increased appropriately.
When the ad has gained enough exposure through the above adjustments, our goal should shift to the next important advertising data: clicks.
Clicks:
Mere exposure will not cost us advertising fees, but it will not bring us orders either. Only clicks can generate orders, and orders are the purpose of our operations. Therefore, for advertising data analysis, the number of clicks is a very important parameter.
If the number of clicks is too small, it is normal that there are no orders. You can't expect to generate an order with just one click. In order to get enough orders, there must be enough clicks to support it. But often, we may face the situation of "high exposure, low clicks", that is, a lot of exposure but not many clicks. How to solve this situation?
In this situation, we also have to think about two aspects: First, how is the Listing optimization done? Second, where is the ad location?
In the case of "high exposure and low clicks", from the perspective of Listing optimization, it may be that our Listing main image is too poor and cannot arouse consumers' desire to click, or it may be that our price is too high and the Reviews are too bad. Therefore, in this case, our optimization direction should be the Listing main image, price, number of Reviews and star rating. At least, it should not be worse than that of other sellers.
If there is no problem with the listing content, then you should try to find where your advertisement is located. On the same page, the ad slots at the top generally have more clicks than the ad slots at the bottom, but their exposure is the same. So, if you find that your ad is at the bottom of a page, all you need to do is change the ad position by adjusting the ad bid.
There are two directions for adjusting advertising bids: if the profit margin of the product is high enough, increase the bid to move the ad to the top of the page; if the profit margin of the product is not large, lower the bid appropriately to display the ad at the top of the next page.
Through the above adjustments, on the basis of obtaining a certain number of clicks, we should focus on the next parameter: the number of orders.
Order Quantity:
In terms of order quantity, we need to compare the number of orders with the number of clicks to see their conversion rates. At the same time, we also need to compare the advertising order conversion rate with the overall order conversion rate in the business report. It is best to find a balance.
If the order conversion rate in the advertising data is lower than the overall order conversion rate in the business report, we should think: my advertising is wasted.
Finding ways to avoid invalid clicks is key.
How to reduce and avoid invalid clicks on ads?
A core method is to adjust the bidding for ads by time period. Increase ad bids during peak sales periods and lower ad bids during off-peak sales periods.
Of course, it is also necessary to combine the data report analysis of specific advertising keywords in the advertising data to negate some keywords with high exposure and high clicks but low conversions, so as to reduce the advertising waste caused by inaccurate traffic.
Through the above adjustments, the ACOS of in-site advertising will begin to gradually decrease, and the placement of advertisements will become more and more cost-effective.
