A detailed explanation of the algorithm of the Amazon advertising ranking system
19-10-09
Amazon has two ranking systems：
A ranking system is a natural ranking system, which we call an organic ranking. Another ranking system is the advertising ranking system, which is the product with the sponsor logo, they also have their own rankings, we call it ad ranking or paid ranking. Ad rankings and organic rankings actually coexist under one page, with their own ordering and sorting rules.
Campaign site listing basic requirements:
1, the first picture should be beautiful and meet Amazon requirements
2, Review more than ten, star 4 or more stars
3, if necessary, adjust the title, the most core selling point is placed in the front section of listing
4, competitive price
PS: Review star calculation method: (5 stars number * 5 + 4 star number * 4 + 3 star number * 3 + 2 star number * 2 +1 star number * 1) / total number of reviews.
CPC ad ranking：
In fact, the advertising booth is similar to the search booth. It has its own ranking system. The ranking of the search position is determined by factors such as sales volume and conversion rate. The ranking rules of CPC advertising space are determined by performance and bid (bid). Then, the limited number of booths are continuously rotated every hour every day. However, the weight of performance is often greater than the bid, because as Amazon, everything is to bring more conversions and more sales to the platform.
Because he can't make you a few clicks of money, regardless of your quality or not, put you on the front page, who has a high conversion rate, who can bring more sales, who has priority.
What are the main ranking factors for Amazon CPC advertising?
1. Within a certain range, the higher the bid, the more likely it is to be in the front, but there is a limit. The bid auction is only a secondary factor and will never be the mainstream.
You have to know that for any search engine and platform, it will only give priority to products that are of the highest priority and that are most beneficial to consumers. The so-called money to buy the traffic, always ranked second.
In the background advertising promotion management, you can view the predicted auction and CPC for each keyword. The CPC's click price is a combination of the second place bid + the percentage difference between the first and second places + your performance. In other words, there is a certain amount of cap, not the higher the bid, the more competitive.
2, performance, attributed to one point, is to see the conversion rate, his weight is far more important than the auction. The conversion rate can be viewed in two ways. One is the ctr click conversion rate (ie, the click volume divided by the impression volume), and the other is the ACOS ad cost-to-sales ratio. These metrics can be seen in the ad report or in the background.
The better these two indicators perform, the more competitive your product will be and the more attractive it will be to buyers.
Conversion rate is always the number one determinant of natural search rankings and ad search rankings. If the conversion doesn't work, then the natural ranking or the ad position must not work. The better the conversion rate, the more the placement is in front. Constantly deleting the keywords that perform well, and constantly optimizing the listing, can continuously improve the conversion rate, and the performance of the advertisements will get better and better. Only good performance will accumulate weight over time.
How to analyze the performance of your ads?
1, CTR (Click-Through-Rate):
This is a big weight to decide on the advertising booth. How many impressions, how many people are interested in clicking into it, CTR is a good indicator. Looking at the report, if the CTR is too low, it is a very bad reflection for the advertising booth, competitiveness, and the effect and booth of the advertisement will be greatly reduced. The solution that CTR is too low to solve: change the main picture. The main picture must be able to eye-ball catching; optimize the title; optimize the price.
2, Order conversion rate (Conversions Rates):
Conversion rate is always a core factor in natural search rankings and ad search rankings. After the click is generated, how many people will buy your product, the deciding factor is the product details page. First check the two basic elements: First, the in-page optimization of the product, if the product page is not optimized, or not to advertise easily.
Second: go to the business report to see your ASIN conversion, if the conversion is low, such as less than 5%, which shows that the listing market is not competitive and needs to be optimized.
3, set the keywords of the advertising (keywords)
Campaign keyword selection
Use some keyword tools to select keywords
Words derived from the Amazon search box
Products are related to hot search words or other hot brand words (the conversion rate of these words is generally low, the product is attractive enough to choose to add such words)
Opponent review
For products with good sales and high search rankings, you can use some big words. New products can use more long-tail words with more accurate positioning to improve conversion rate.
4. More impressions, higher click-through rate, higher conversion rate (and lower ACoS)
Keywords and product fit are an important factor affecting conversion.
For example, if you sell flat-panel brackets, don't use mobile phone brackets or brackets as keywords. Selling rear-seat flat-panel brackets also try not to use flat-panel brackets as keywords. The more appropriate the keywords, the more precise the positioning, the more helpful it is to improve the conversion (provided that Keywords have a certain amount of search.) Advertising effects are related to various other factors, not just keywords, but also need to be continuously optimized.
CPC ad impressions is 0
Product does not have a shopping cart qualification (advertising status is "Not in Boy Box")
The set keywords are not related to product information such as title, bullet points, brand, and deion.
Set Bid too low
Cost overrun
Ensure that the product information is complete, if the product is suppressed, inventory 0, etc., it is not displayed.
Amazon In-Store Advertising - ACOS
1, ACOS's high and low standards depend on the seller, there is no absolute value standard.
2, the level of ACOS depends largely on the customer unit price.
3,listing conversion rate is the core factor affecting ACOS.
4, the impact of the order /clicks reaction keyword on listing.
CTR: Dynamic assessment of CTR and ACOS is the core standard for keyword advertising. (/impression)
Low CTR - low quality advertising, poor keyword matching; the first picture is not attractive enough; whether the price is competitive.
Whether the keyword is a big word or a general word, try to accurately end the long tail word, remove irrelevant traffic;
Whether the category competition is too intense, and whether the advertising investment is reasonable.
CTR High - Whether to display a small number of bases, evaluate the search volume of the keyword.
A ranking system is a natural ranking system, which we call an organic ranking. Another ranking system is the advertising ranking system, which is the product with the sponsor logo, they also have their own rankings, we call it ad ranking or paid ranking. Ad rankings and organic rankings actually coexist under one page, with their own ordering and sorting rules.
Campaign site listing basic requirements:
1, the first picture should be beautiful and meet Amazon requirements
2, Review more than ten, star 4 or more stars
3, if necessary, adjust the title, the most core selling point is placed in the front section of listing
4, competitive price
PS: Review star calculation method: (5 stars number * 5 + 4 star number * 4 + 3 star number * 3 + 2 star number * 2 +1 star number * 1) / total number of reviews.
CPC ad ranking：
In fact, the advertising booth is similar to the search booth. It has its own ranking system. The ranking of the search position is determined by factors such as sales volume and conversion rate. The ranking rules of CPC advertising space are determined by performance and bid (bid). Then, the limited number of booths are continuously rotated every hour every day. However, the weight of performance is often greater than the bid, because as Amazon, everything is to bring more conversions and more sales to the platform.
Because he can't make you a few clicks of money, regardless of your quality or not, put you on the front page, who has a high conversion rate, who can bring more sales, who has priority.
What are the main ranking factors for Amazon CPC advertising?
1. Within a certain range, the higher the bid, the more likely it is to be in the front, but there is a limit. The bid auction is only a secondary factor and will never be the mainstream.
You have to know that for any search engine and platform, it will only give priority to products that are of the highest priority and that are most beneficial to consumers. The so-called money to buy the traffic, always ranked second.
In the background advertising promotion management, you can view the predicted auction and CPC for each keyword. The CPC's click price is a combination of the second place bid + the percentage difference between the first and second places + your performance. In other words, there is a certain amount of cap, not the higher the bid, the more competitive.
2, performance, attributed to one point, is to see the conversion rate, his weight is far more important than the auction. The conversion rate can be viewed in two ways. One is the ctr click conversion rate (ie, the click volume divided by the impression volume), and the other is the ACOS ad cost-to-sales ratio. These metrics can be seen in the ad report or in the background.
The better these two indicators perform, the more competitive your product will be and the more attractive it will be to buyers.
Conversion rate is always the number one determinant of natural search rankings and ad search rankings. If the conversion doesn't work, then the natural ranking or the ad position must not work. The better the conversion rate, the more the placement is in front. Constantly deleting the keywords that perform well, and constantly optimizing the listing, can continuously improve the conversion rate, and the performance of the advertisements will get better and better. Only good performance will accumulate weight over time.
How to analyze the performance of your ads?
1, CTR (Click-Through-Rate):
This is a big weight to decide on the advertising booth. How many impressions, how many people are interested in clicking into it, CTR is a good indicator. Looking at the report, if the CTR is too low, it is a very bad reflection for the advertising booth, competitiveness, and the effect and booth of the advertisement will be greatly reduced. The solution that CTR is too low to solve: change the main picture. The main picture must be able to eye-ball catching; optimize the title; optimize the price.
2, Order conversion rate (Conversions Rates):
Conversion rate is always a core factor in natural search rankings and ad search rankings. After the click is generated, how many people will buy your product, the deciding factor is the product details page. First check the two basic elements: First, the in-page optimization of the product, if the product page is not optimized, or not to advertise easily.
Second: go to the business report to see your ASIN conversion, if the conversion is low, such as less than 5%, which shows that the listing market is not competitive and needs to be optimized.
3, set the keywords of the advertising (keywords)
Campaign keyword selection
Use some keyword tools to select keywords
Words derived from the Amazon search box
Products are related to hot search words or other hot brand words (the conversion rate of these words is generally low, the product is attractive enough to choose to add such words)
Opponent review
For products with good sales and high search rankings, you can use some big words. New products can use more long-tail words with more accurate positioning to improve conversion rate.
4. More impressions, higher click-through rate, higher conversion rate (and lower ACoS)
Keywords and product fit are an important factor affecting conversion.
For example, if you sell flat-panel brackets, don't use mobile phone brackets or brackets as keywords. Selling rear-seat flat-panel brackets also try not to use flat-panel brackets as keywords. The more appropriate the keywords, the more precise the positioning, the more helpful it is to improve the conversion (provided that Keywords have a certain amount of search.) Advertising effects are related to various other factors, not just keywords, but also need to be continuously optimized.
CPC ad impressions is 0
Product does not have a shopping cart qualification (advertising status is "Not in Boy Box")
The set keywords are not related to product information such as title, bullet points, brand, and deion.
Set Bid too low
Cost overrun
Ensure that the product information is complete, if the product is suppressed, inventory 0, etc., it is not displayed.
Amazon In-Store Advertising - ACOS
1, ACOS's high and low standards depend on the seller, there is no absolute value standard.
2, the level of ACOS depends largely on the customer unit price.
3,listing conversion rate is the core factor affecting ACOS.
4, the impact of the order /clicks reaction keyword on listing.
CTR: Dynamic assessment of CTR and ACOS is the core standard for keyword advertising. (/impression)
Low CTR - low quality advertising, poor keyword matching; the first picture is not attractive enough; whether the price is competitive.
Whether the keyword is a big word or a general word, try to accurately end the long tail word, remove irrelevant traffic;
Whether the category competition is too intense, and whether the advertising investment is reasonable.
CTR High - Whether to display a small number of bases, evaluate the search volume of the keyword.