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Our amazon class has written about amazon's selection, review, off-site promotion, key words mining and on-site traffic inlet drainage. Today's content is mainly about the optimization thinking analysis of amazon's CPC on-site advertising. For more related articles, please refer to amazon knowledge class.

 

In fact, CPC station advertising optimization can be carried out according to the following ideas and process flow chart.

 

(1) define the purpose of CPC. The purpose is different in different periods of product promotion.


(2) the premise of CPC is to have an excellent Listing, otherwise it will cost time, effort and money, hurt the brain and hurt the money.

 

(3) what needs to be paid close attention to at all times is the advertising conversion rate. However, the difference in conversion rate is caused by two factors, namely keyword setting and Listing optimization.

 

(4) problems that may appear in advertisements: more displays, less clicks; Click more, deal less; Bid high, do not show. All of these problems have their own causes, and you need to make a careful doctor to diagnose and treat them.

 

(5) precautions: whether there is a shopping cart, whether it is a professional seller, bidding keywords do not contain competitive brand, also do not completely unrelated to their own products.

 

(6) select key words.

 

(7) pay attention to the factors affecting CPC ranking.

 

(8) pay attention not to step into the mistakes of advertising.

 

(9) advertising effect analysis.

 

(10) keep adjusting keywords, bidding and budget based on the above 9 points, until the advertising effect is good enough, until the ACOS is low enough, until the advertising is no longer the leading factor of listing traffic, the leading factor of listing, and the auxiliary effect is minimized.

 

Here I focus on four parts

 

I. the relationship between advertising and listing, optimize the synchronization of listing and advertising, and complement each other.

 

When you choose a product, the first thing you should do is to make good use of the new product period. For the new product, the best advantage is the special support from amazon, which will give you more resources to test the potential of your product. Therefore, when the product is put on the shelf, the following points should be done:

 

(1) the main picture must be 1001*1001 above (with magnification effect); Do some special effects, such as waterproof can put a little bit of water, but do not go too far, easy to be warned by amazon; Can clearly show the highlights of the product, all these, in order to attract buyers eye, improve click;

 

(2) title, in line with foreign grammar habits, the core keywords in the first half;

 

(3) five selling points, these five are where you strengthen keywords, put the keywords that did not appear here and describe the selling points of the product;

 

(4) graphic description. Now amazon is opening A+ page one after another, trying to improve this place, increase the length of stay on the page, and reduce the bounce rate of buyers;

 

(5) background keywords, the title and description did not appear in the word, fill in, do not require more, but require accuracy, do not match the word.

 

After completing these, try to finish 5-10 reviews by emailing the top1000 reviewer or completing the evaluation platform. Listing without review do not open advertising, if open, it is probably a waste of money.

 

For new AD groups, it is recommended to start with a high click price and budget. Why are they all tall? In fact, you can think of the advertising system as an auction system, where you bid a high price and tell amazon that you are rich and that you are rich. Amazon will maximize your AD placement and duration so that you have enough traffic to see if your product has real potential.

 

As for keywords, depending on personal situation, it is recommended to obtain them through some paid software. There are so many free tools online that the core feels unreachable. It's not a big investment. After obtaining keywords, choose the most matching words, and suggest that an advertising group should not exceed 20 words. It is said that some sellers make only one word in an advertising group to improve the weight. Set a small number of words, in order to concentrate the use of funds, improve the weight of a single word. Set up hundreds of words, each weight is very low, but is useless.

 

On matching mode, suggest a word, turn on all three matching modes, to test the effect.

 

One must pay attention to the problem is that advertising is turned on, as far as possible not to suspend, such as your inventory is not enough, suspended advertising, waiting for you after the arrival of the goods and open advertisement, in general, short time ok, time is longer, more than a week, the advertising group no matter how good performance before, basic is waste, and open, it is difficult to restore the past. So inventory to plan, do not run out of stock.

 

Advertising and listing grow together

 

Once the AD is up and running and the data is available, track it daily, look at CTR and ACOS, and the actual click price.

 

CTR is related to your main diagram, you can try different main diagram effect to test, ACOS is related to the page itself is perfect.

 

As for the click price, if I follow my method, the click price must be relatively high. At this time, based on the number of page views, CTR and the order rate, I will decide whether to give a high price or change the matching mode. For example, for the word with extensive matching, I will reduce the click price and keep the high price for the word with accurate matching. Filter out invalid words and add new words to test the effect.

 

Advertising optimization and listing optimization are inseparable. Advertising cannot only be done for the sake of advertising. They need to be synchronized and coordinated.

 

2. Factors that influence the ranking of CPC station advertisements

 

1. Within a certain range, the higher the bid, the more likely it is to be ranked first. But there is a limit. Bid bidding is a secondary factor and will never be mainstream. Remember, any search engine or platform will only prioritize the best products for consumers. Buy the traffic, always ranked second. In the background advertising promotion management, you can see the prediction bidding of each keyword and the cost per click. Your bid is 0.2-0.5 dollars higher than the cost per click, which is already an advantage. However, if you are more than 1 dollar higher, it is meaningless. CPC click price is a combination of the second place bid + the percentage difference between the first place and the second place bid + your performance. That is to say, there is a certain amount of ceiling, not the higher the bid is more competitive.

 

2, the second point is the most important: performance, it comes down to the conversion rate, its weight is far more than bidding. Conversion rate can be seen from two aspects, one is CTR click conversion rate (i.e. click rate divided by number of displays), and the other is the cost-sales ratio of ACOS advertising. These indicators can be seen in the advertising report, but also can be seen behind the scenes. The better you perform on these two indicators, the more competitive and attractive your product will be to buyers. Conversion rates are always the first determinant of natural search and AD search rankings. If conversion does not work, then natural ranking or advertising ranking must not work.

 

Any e - commerce is the same, into the king. Keep screening keywords with good performance and optimizing listing, and you will keep improving the conversion rate, and the performance of advertising will be better and better. Only good performance will accumulate weight over time. Finally, many sellers are scared when they see that ACOS is a little higher. In fact, they should not attach too much importance to ACOS, but analyze the data behind ACOS to see whether it is worth it. If you are loading new products and charging hot style, it doesn't matter if it is higher.

 

CPC is always just an auxiliary, and the biggest effect is drainage. Before CPC, you can at least pass your listing. CPC is also a process of optimizing keywords and optimizing listing. A lot of people think that making CPC does not bring benefits, which means that the CPC effect is not good. A lot of people also think that making CPC and sending FBA without orders is a problem of transformation, data! Data! Did you analyze it? Did CPC work? If you don't have any traffic, don't say you don't sell well.

 

3. Misunderstanding of CPC advertising

 

Myth (1) : the higher the Bid, the higher the presentation, ignoring the performance.

 

In fact, advertising booth and search booth similar, have their own ranking system, the ranking of search position is determined by sales, conversion rate and other factors; CPC's ranking rules are determined by performance and bid, and then the limited number of booths is rotated every hour of every day. However, the weight of performance tends to be greater than bid, because for amazon, it's all about bringing more conversions to the platform and more sales. Because he can't make a few clicks on your money, regardless of your quality, and put you on the front page, who has the highest conversion rate, who can bring more sales, who has the priority.

 

Myth (2) : the CPC can improve the conversion rate and make a lot of orders.

 

CPC is only an auxiliary, it only increases the exposure and introduction flow of products, but it cannot change the competitiveness of products themselves, namely the conversion rate. The main determinants of sales: product, conversion rate, traffic. Flow, the key to see the product conversion rate. Conversion rates don't work, and it's unrealistic to expect drainage to save your dismal mono. All the promotion depends on the product itself bidding power, all marketing promotion means is only an auxiliary.

 

Myth: if you do CPC advertising, set up an automatic pay-per-click system. After basically also do not see report form, laissez faire. Occasionally look at the data, even if there are sales, do not know how to come in. This is a highly irresponsible practice. Paid reports also require downloading paid advertising reports, analyzing data, continuously adjusting and optimizing keywords, and optimizing products.

 

Iv. Advertising effect analysis

 

(1) CTR (click rate) : this is an important concept that determines the weight of the advertising booth.

 

CTR is a good indicator of how many shows there are and how many people are interested in clicking in. View the report,

 

If the CTR is too low, it reflects that the competitiveness of the advertising space is too low, and the advertising effect and booth will be greatly reduced. Say,

 

Amazon thinks they're giving you a chance, but if you don't take it, they won't give you a second chance

 

Opportunity.

 

Low CTR solution: change the master chart. The main chart must be eye-catching.

 

(2) order conversion rate:

 

Conversion rate will always be the core factor of natural search ranking and advertising search ranking. How many people are there after the click is generated

 

Will buy your product, the determining factor is the product details page. (so you need to keep optimizing listing)

 

First check two basic elements:

 

First, optimize the page of the product. If there is no top reviewer, few pictures or video, review even 10

 

No, four stars down, so the on page experience is probably poor. You need to be careful, or you need to improve right now.

 

Or no advertising.

 

Second, go to the business report and check your ASIN transformation. If the transformation is low, such as less than 1%, it will be even higher

 

This listing is not competitive in the market and needs optimization. How do you optimize listing?

 

Selling points, Review and other aspects, comprehensive optimization of details page information.

 

(3) set keywords of the advertisement:

 

Exclude keywords that do not have search volume and those that cost too much, and consider some long tail keywords with high conversion rate and low cost. Keep track of your search habits and use tools to find the keywords that best suit your product.