Sellers with operational experience can find that advertising is definitely a technical job, and how to understand and grasp the keyword quality score selection is the most important thing.
The principle is easy to remember, but it is a bit difficult to understand and apply it appropriately.
The keyword quality score directly affects the performance of the advertisement and the input-output ratio of the advertisement. So what are the factors that affect the keyword quality score of the advertisement?
In my daily lectures, I divide the changes in advertising keyword quality scores into two stages: before advertising is launched and during advertising operations.
When the ad is turned on, the factors that affect the keyword quality score mainly include:
The consistency between keywords and listing content;
The matching degree between product information and its category;
The consistency between the user intention retrieved and identified by the system and the one expressed in the listing;
In the advertising operation, the factors affecting the keyword quality score are gradually transformed into the following aspects:
Conversion rate (CTR, CR);
Bad reviews and review star rating;
Ad breaks;
If we analyze it in depth, we can easily find that when advertising is launched, the core factor affecting the quality score of advertising keywords is the optimization of the listing. This is why I often emphasize the importance of Listing optimization. For consumers, the listing is the product, and for advertising and the performance of the listing after release, listing optimization means the keyword quality score and the listing weight.
After the ad has been running for a period of time, the quality score of the ad keywords changes from the "first impression score" of the listing to the "actual performance score", that is, the conversion rate of the ad begins to play a major role. Therefore, the two conversion rates (CTR and CR) in the advertising parameters largely influence the changes in the keyword quality score. If the conversion rate is high, the keyword quality score will increase. If the conversion rate is low, the keyword quality score will also decrease.
Of course, some sellers also ask, which one has a greater weight, CTR or CR? Let's make a comparison.
CTR is the abbreviation of Click Through Rate, which refers to the conversion rate from exposure to click, and CR is the abbreviation of Conversion Rate, which refers to the conversion rate from click to order. So let me ask you: In advertising, which link creates value for Amazon and makes Amazon money?
The answer is CTR.
When an ad is only exposed but not clicked, Amazon will not charge the seller any fees. Only when a click occurs will Amazon charge the seller. From the perspective of value creation, Amazon will inevitably give greater weight to CTR.
It is precisely because of this that, as sellers, we must pay attention to CTR during the advertising process. If the CTR is too low, the Amazon system will downgrade your listing display, and then the performance of your ads will get worse and worse.
But different products have good or bad CTR performances. How can we grasp it? This involves the issue of product selection when placing advertisements.
When I coach students on a daily basis, I always emphasize that advertising must be placed as independently as possible, that is, independent advertising plans should be created for independent products. Only by creating advertising plans in this way can good-performing ads not be affected and dragged down by other listings. Similarly, what if it is manual advertising? If possible, you can even create independent advertising plans for several core keywords. In this way, you can avoid the situation where good-performing keywords are dragged down by poor-performing keywords due to the uneven quality of multiple keywords.
