If you go in the wrong direction when doing anything, the harder you try, the more likely you are to fail, so think twice before doing anything. Many times when my friends ask me about advertising, I always tell them one thing first: Amazon advertising, and even the entire bidding advertising, is a way of precise traffic diversion. Only by establishing such an idea first can you understand the essence of advertising.
Here we need to think about a question, whether the keywords we paid for are completely consistent with the listing or the product. The higher the consistency, the better your conversion will be. From this we can understand that the essence of our advertising lies in using keywords that are highly relevant to the products, that is, precise keywords.
So how do you create a high-quality advertisement?
First: Build a product vocabulary
The way most people advertise is: listing on the shelves, FBA arrival, automatic opening at high prices, continuous word testing, and manually selecting a few words to start manual advertising. Is such an operation really ok? Or can such an operation bring good advertising account results? The result is obvious. Most of such operations end with extremely high ACOS and constant self-doubt: Why is my ACOS so high? Then I continue to reduce the delivery, and then the advertising becomes worse and worse, and the product is not promoted.
Where does the problem lie? When making any product, you first need to conduct a comprehensive analysis of the product, which words can be used, which words cannot be used, which words are available now, and which words are not available now. This all requires skills. On this basis, you can optimize the listing title and search terms. More importantly, you can negate words that are not product attributes, so as to ensure accurate matching of early advertising accounts.
Second: Deep understanding of keywords
When many friends discuss advertising with me, this question always comes up: Why is my term so precise, but there is no conversion even after a lot of clicks? Some friends don’t want to reveal their products so they don’t tell me the keywords, while some are more straightforward and just talk about the product directly. I find that they all have a very big problem – they don’t have a deep understanding of the keywords.
Third: The quality of advertising should be thoroughly controlled
The ranking of bidding ads CRI (Comprehensive Ranking Index) = bid * quality
The principle of deduction is as follows: your fee = next person's bid * (next person's quality score / your quality score) + 0.01.
The quality of keywords has a profound impact on the effectiveness of advertising in many cases. Amazon advertising does not have specific keyword quality score indicators like Google, Baidu, and Taobao, but is invisible, so we need to control the quality indicator as perfectly as possible throughout the entire process of advertising establishment. We can optimize from the following aspects:
IV. Advertising Account Structure
A. Improve the advertising structure
A good advertising account has a certain structure. The structure of an advertising account can be classified in two ways: first, based on product classification, I personally recommend a separate advertising group for each product; second, based on the attributes of keywords, the different attributes of keywords can be classified according to population classification, usage scenario classification, synonym classification, and activity groups can be subdivided according to user search needs; some people will also classify according to different matches, which actually depends on personal needs.
B. Use as many keywords as possible, but the premise is that they must be accurate
Keywords should cover as many types of words as possible, from core to precise to long-tail, and at the same time cover different search intentions. Try to find as many long-tail words as possible to get greater returns with less investment, but the premise must be accuracy. Only precise words can bring conversions.
Some friends may wonder: Why do some people say that advertising does not necessarily require conversion? I will explain this in detail later, but it is definitely a top priority to achieve conversion in the early stages of advertising.
5. Key Optimization
A. Individual monitoring
Establish product core word advertising campaigns and manage advertising groups separately
B. Increase your bid
By adopting a higher bid + core word broad/phrase + negative setting and maintaining stability for a period of time, the quality of the keywords will be improved, and at this time you can slowly lower the bid.
C. BID+
Use BID+ to push your core keywords to the homepage or even the first line.
D. Operations of B+C need to be performed after proficiency, after all, drivers sometimes fail in this way.
In general, the ACOS indicator is uncertain, and the reference weights of high and low ACOS are different in different stages. However, it is very important to control the proportion of advertising expenditure to sales. It is important to understand that the purpose of advertising and optimization is to generate substantial profits.
