Based on a large number of advertising system comparisons and money-burning experience, advertising budget is an important factor affecting exposure. Many people are afraid of spending too much money on advertising and thus limit their advertising budgets. In fact, this is wrong.
How should I set my advertising budget?
Set the maximum advertising consumption based on the three levels of advertising consumption: the largest daily advertising group, advertising campaign plan, and advertising account. The larger the level, the larger the budget should be. (Account level can choose to use only campaign level budget)
Disadvantages:
While slowly increasing the advertising budget, invalid traffic should be eliminated, because increasing the advertising budget also has disadvantages. Once you encounter competition, you may hire internet trolls or use programming to make spoofs. The larger the budget, the greater the loss.
Amazon’s advertising system has an automatic system for determining if ads have been hacked.
The fees incurred by malicious clicks will be refunded accordingly, but after all, it is a system and there may be misjudgments, so you can only blame yourself for your bad luck.
How to determine whether an ad has been maliciously clicked?
Malicious clicks generally come from a few core keywords. If you find that recent advertising consumption is abnormal, you can determine from the background which advertising group or advertising plan has abnormal consumption data, download the automatic advertising report, analyze the advertising group with abnormal data, and judge based on experience whether the click-through rate of these keywords is a bit abnormal, the conversion rate decreases, and the ACOS increases. Use these three indicators to make a judgment.
Scientific method of Amazon advertising
Suitable for people: those who want to go the boutique route or each operator is responsible for a LISTING
(1) Automatic campaign planning
One product corresponds to one automatic advertising campaign plan group, and the following can be one variation and one advertising group
Function: Discover traffic entrances, make associations, understand customer search habits, and understand market changes. One ad group for each variant is convenient for analysis, bid management for different variants, and understanding of the traffic entrances of each variant.
(2) Manual extensive campaign plan---manual extensive rooting
One product corresponds to one manual broad campaign plan, which can be one variant and one ad group. Each ad group has the same root word and uses the broad matching mode.
Function: According to the rules of the broad matching mode, the root word can be matched to all traffic entrances containing the root word to the greatest extent, and most of the search terms containing the root word are accurate traffic, which increases the exposure while excluding invalid traffic and controlling the conversion rate.
(3) Manual precision activity planning
One product corresponds to one manual precision activity plan, which can be one variant and one ad group. Each ad group contains the same high-efficiency keywords and uses the precise matching mode.
Function: It accumulates a large amount of data from automatic advertising and manual advertising, which serves as the basis for efficient keyword delivery and precision model. It manually adjusts the price to the homepage and enables the BID+ function.
Two root ideas for broad matching:
Root examples: 1. iphone 6 case
It consists of three elements: iPhone=I, 6=6.6s, case=cover
After analysis, it is found that only when these three elements exist at the same time, the matched traffic can be considered accurate traffic.
Root Example 2: Led Light Bar
It consists of three elements: led, light and bar
After analysis: led light bar, light bar, led bar, in these three matching modes, the traffic that is widely matched is considered accurate traffic.
*Never place a broad match ad for a single keyword, such as led (it will match a lot of invalid traffic)
Under what circumstances should the search terms be moved to precise?
1. The search term performs well in the broad search, but the front-end advertising ranking is not ideal. When analyzing the report, the number of clicks on the search term reaches a certain objective value (clicks>=10), the ACOS is low, the keyword relevance is high, and the supervisor determines that the order is not accidental, but the front-end search ranking is low. In order to make this good word get more exposure, we need to increase the bid to let it get a better advertising position. However, if the bid is increased for automatic or broad keywords, it will affect the average click price of all matched search terms. At this time, precise matching is needed.
(Pull out this word and target it precisely, and go back to the automatic and broad campaigns to precisely negate this word, ensuring that all exposure comes from the campaign with precise matches. In this way, you can control the bid for this good word separately to increase exposure)
*Note: When you pull out a search term to place targeted ads, you pull out the singular and plural forms, not a single search term. You must consider the performance of the singular and plural forms of this term before deciding whether to place targeted ads.
2. Similarly, when analyzing reports, the number of clicks on a search term reaches a certain objective value (click>=10), the ACOS is high, and the keyword relevance is high. In order to lower the average price of such a good search term, we need to lower the keyword bid to lower the average price per click. However, if automatically or widely lowering the bid for keywords will affect the exposure of all matching search terms, then precise matching is needed.
Three matching modes for advertising keyword delivery
1) Broad—Broad Match
Give keywords maximum exposure
If the user's search terms contain all the advertising keywords, the ads will be matched and activated. Supports unordered matching, singular and plural, supports misspelling matching, and supports synonym matching.
Example: Delivery matching mode: Broad match
Keywords: table lamp
Supports exact matching: table lamp
Support unordered matching: lamp table
Support long tail matching: led table lamp, table small lamp, table lamp for bedroom.
Supports singular and plural matching: table lamps, tables lamp (available in Oxford Dictionary)
Supports misspellings: tabel lamp (you can ignore this)
Supports synonym matching: desk lamp (almost never appears)
Support prepositions, conjunctions, linking verbs in any position: No/YES, be, in, on, to , for, with, about….
2) Phrase—Phrase (phrase) matching
Phrase matching should view the entire keyword as a whole. As long as all customer search terms contain this keyword, or long-tail words are added before and after the keyword, and the order of the keywords is not messed up, there is a chance that our ads will be displayed.
Keyword: ABC
Exact match: ABC
Long tail match: *(ABC) , (ABC)*
Singular and plural matching: ABCs, AbsC, AsBC
Supports prepositions in any position: A for BC / AB with C / AB be C, etc.
(3) Exact---Precise (accurate) matching
Maximum exposure limit, most accurate exposure.
Only singular and plural matching is supported. No ads will appear for other search terms except singular and plural.
Delivery matching mode: Exact matching
Keywords: table lamp
Supports exact matching: table lamp
Supports singular and plural matching: table lamps, tables lamp (available in Oxford Dictionary)
Does not support long tail matching: led table lamp.
Unordered matching is not supported: lamp table
Does not support misspellings and synonym matching
Prepositions can be added in the middle of words, and function words can also be displayed, and it doesn’t matter whether they are capitalized or not.
How to understand exact matching:
Exact matching means the word you cast is the one you cast. Our ads will only be displayed when the customer's search terms are the same as our ad keywords or plural.
Keyword: ABC
Exact match: ABC
Singular and plural matching: AB Cs / A Bs C / As BC
Supports prepositions in any position
Two Negative Modes of Negative Words in Advertisements
(1) Negative Phrase
If the customer's search term is the same as the negative word, or if long-tail search terms are added before and after the negative word, the ad will not appear. Supports negation of singular and plural. Does not support disorder or incorrect spelling.
Negation mode: phrase negation
Negative keyword: table lamp
Support precise negation: table lamp
Support long tail negation: led table lamp, table lamp for bedroom
Supports singular and plural negation: table lamps, tables lamp (can be found in Oxford Dictionary)
Negation of keywords is not supported: table small lamp
Unordered negation is not supported: lamp table
(2) Negative Exact
If the customer's search term is exactly the same as the negative term, the ad will not be displayed. Supports singular and plural negation.
Negation mode: exact negation
Negative keyword: table lamp
Support precise negation: table lamp
Supports singular and plural negation: table lamps, tables lamp (available in Oxford Dictionary)
Does not support long-tail negation: led table lamp, table small lamp, table lamp for bedroom
Unordered negation is not supported: lamp table
How to understand phrase negation:
The phrase (group) negation should regard the entire negative keyword as a whole. Our ads will not be displayed in all customer search terms that contain this negative word, or have long-tail words before and after this negative word, and the word order is not messed up.
Negative keywords: ABC
Precise Negation: ABC
Long tail negation: *(ABC), (ABC)*, *(ABC)*
Singular and plural negation: AB Cs / A Bs C / As BC
How to understand precise negation:
Precise negation: our ads will not be displayed only when the customer’s search terms are the same as our negative words or plural.
Negative keywords: ABC
Precise Negation: ABC
Singular and plural negation: AB Cs / A Bs C / As BC
The relationship between the two negation modes:
Limit exposure (negative scope): phrase negation > precise negation
Controllability: precise negation > phrase negation
Inclusion relationship: phrase negation includes exact negation.
The above are some tips for Amazon advertising. I hope they can help you.
