Amazon PPC advertising high - order play, how much do you know?
Want the product sales to grow greatly, cannot leave the PPC advertisement exposure, but does the advertisement also need certain skill, if did not do well, can only be the whitecap money, how can the correct grasp the method of the advertisement? The following is an introduction to the factors affecting advertising and how to optimize it:
1. factors affecting the PPC
The ranking of PPC search sites is determined by performance ( performance ) and the bid ( bid ), which refers to factors such as sales, conversion, etc., so Amazon PPC advertising, not the higher the bid, but the performance of which product, Amazon officials will give it priority to show the right to form a virtuous cycle.
How do you improve performance? The seller can analyze the two indicators in the background of the advertising report, one is CTR, if the CTR is low, the main reason is that the main figure is not enough in the west, the seller can test several more pictures, from which to find the most appropriate one.
Another is the conversion of the product, it depends on the product of the optimization of the product, so before the PPC advertising, it is better to do the main chart, selling points, description, review, and so on, suggested that at least 20 review of the product to consider doing PPC, otherwise, the initial will spend a lot of money, empty flow rate without conversion.
2. how to optimize the keywords of PPC
When you start to choose the Amazon PPC keywords, it is recommended to conduct a small batch test, and then gradually optimize, because only enough data to do the basis of the large volume of PPC can be more effective; In the small batch test, a two – week – two automatic advertisement is used to determine which keywords are the highest conversion rate, filter them and organize them, and put them manually, and then add the words that are not converted, and add the words that are not converted in the automatic advertisements, and add them to negative keywords, and add them in a precise matching manner.
In order to avoid the multiple SKU's internal competition in an ad group in a campaign, it is not possible to clearly determine the specific competition situation of a SKU and suggest a campaign to put a SKU. If multiple variants of a product are advertised simultaneously, an ad group can be created per child under one campaign, and the performance of each SKU will be analyzed at a later stage.
In the high conversion of keywords are found, ROI also maintains a reasonable balance, the seller can use the keyword tools to carefully dig the long tail keywords, so as to continue to improve the turnover rate and sales. Finally, through the analysis of advertising statements, calculate the input – output ratio, select the most appropriate bid, so as to achieve the best interests of advertising PPC.
In fact, to do Amazon PPC advertising, the most important is to find a balance between click rate and conversion rate, because the more click rate, the product exposure rate is also large, which needs a lot of money input, but these keywords also contain some ineffective keywords, affecting the conversion of the product, investment is equivalent to waste; If only the conversion rate, then the selection of the key words will be more accurate, and also reduce the advertising exposure and click rate, so the seller to do is to find the balance between the two.