The process steps and data modeling ideas of Amazon PPC
There are many sellers of PPC advertising on Amazon, but many sellers encounter such a problem: the cost of advertising is not directly proportional to sales, resulting in advertising costs are too high, and the sales are sporadic, which they can not afford to. Perhaps many sellers will think that PPC is a one-time sales advertising, but this is not so, anything can not say that the effect will be very good, is to be adjusted to be possible to achieve.
If the seller wants to succeed on the PPC successful, then read the following content carefully, may be helpful to you! ! !
First, you must understand the meaning of the following basic professional nouns:
Acos: the cost of advertising sales
Ppc: single click charge
Understanding the meaning of the above professional nouns, then the seller needs to know that Amazon PPC advertising is the key to find the right keywords, and other sellers in healthy competition. Because competition with other competitors, then your acos and ROI will be volatile, and will with time migration, different advertising effect is different.
When the seller encounters the low ROI, this time should check the bottom profit, whether is too much cost input, many sellers pay attention to the sales, often ignore the fact that they do not make money, to know the profit margin to 50 % of the transactions, but only 3 % of the profit is more valuable, so when determining the price, must also calculate the profit margin.
In addition, acos high or low conversion rates are largely due to lack of relevance in advertising … for example, " you're bidding cream for men ", but the term can be represented by things that can represent anti-wrinkle cream, Itching cream, or other creams, and sellers who search for such words will not understand what they really want.
1.before the PPC advertising is launched, the seller must understand the following:
1. advertising purposes
Sellers must repeatedly ask themselves before advertising: " what is the purpose of advertising? "," what effect of advertising to achieve what kind of effect " must be understood, because the results of these issues will be the criteria to judge your acos and ROI high and low standards.
2. short – term loss does not need to be tense
Short – term loss is for long-term returns, like the reason for long – haul big fish, for example: " if the seller sells unicorn cans, you must have psychological commitment because eating the can itself is required time to brew, to eat the consumer, or to introduce to the surrounding friends and family, then this stage is really beginning to return, all the loss input is for this subsequent bulk sales preparation ", every seller must have a good sense of loss, and suffer a loss, then wait for you
Another point is that each new asin or new account will be ranked low in the search results, and it is possible that even if you sell the product is very good, but no one sees, the same sales do not go out, this point needs to be taken into account.
To know that the downturn in the ROI or high acos is to push your asin successfully out of the cost, so this time must insist on living, do not because of the loss of the moment, abandoned all the previous efforts, that will never succeed.
3. n testing
PPC ads can help the seller test ads without changing the core listing, such as a buyer searches for " cream that makes me look like Brad Pitt ", but you don't know if anyone will actually search for it, and most sellers don't want to add the title to Brad Pitt's title at this time. So this time can be around this keyword to do PPC advertising, you can know whether such keyword groups are more or less.
For PPC testing, pay attention to three points:
A test of search terms
Suppose you can compare the effects of " George Clooney" and " cream to make me look like George" to see which is better
B photo testing
Sellers can test different pictures, the right and left position of the picture to swap, to see which angle is better, more popular, after all, is also a picture of the society, the picture is good, so naturally attracted more people
C heading testing
The title must be innovative and have their own ideas, do not be similar to the public, and do not ignore the description, other information, a little bit of the factor, will likely let the buyer and you miss the hand
4. PPC rumors
A popular keywords have the best results
Hot – selling keywords are known to be well – exploding, but these are far too distant for new sellers, because even if you invest in costs, your search results are always under way, being pressed by the big sellers, and consumers can see a low probability of your search term, which is tantamount to doing nothing.
On the contrary, if you find a relatively competitive, no number of search terms, this is your opportunity, maybe the search term is really small, but there are often surprises in the small market, and advertising costs can be reduced and acceptable.
B asin and evaluation 1: 10 to release PPC
In fact, it is wrong to understand that, if you want to be evaluated, then the PPC is a good way, even some people will read the comments, but some people do not care about these, they are more want to be protected by Amazon policy, do not worry about damage.
2. use of the seven main points of PPC
1. automatic advertising
You can make automatic ads run for some time first, and it will give you some information, from which you will find that consumers will search for search terms in the near future, and then you can start to adjust the advertising strategy, and make your ads more targeted and more control.
2. relevance of advertising
Don't bid on a word that doesn't have any meaning, such as " face ", there's no sense at all. even when someone is searching for it, they don't know what to do, they're just" huanghuang ", so it's just a waste of your time and cost.
The sellers want to consider the narrow range of terms, such as the word " anti – ageing cream ", more targeted words, use the potential audience to search for your product search terms, and advertising, with appropriate adjustment of the price to the consumer.
3. adequate budget
For the seller, adequate budget is necessary, if the budget is relatively low every day, then maybe just a few clicks to run out, so that the effect, so this early enough budget is to be done, only to be able to see the more accurate data.
Title this is a very important part, to know that the buyer search is mainly reflected in the title above, and 35 characters are limited, if not to control will become as follows:
Your title: " the best anti ageing long, long (, cream on the planet ever."
Buyers see: " the best anti ageing long ( f"
5. set up the negative keywords
Excluding irrelevant search terms, as long as you can use a wide range of matching and absolute matching, then this is not so important. But sometimes you may need to make sure that buyers who search completely not words will not see your ads.
6. an increase in the number of advertisements
If your product is relatively small, you can ignore this point, but if you have a lot of products, you have to know, the number of ads means that you will use the batch operation tools to download your own advertising data, and adjust the download file, and upload it. If you are changing the price and other files to compare or find the related vlookup function, there is no doubt that the tool is convenient.
7. periodic inspections
Many sellers will check the effect of the day on the day, which is understandable, but the results of the day alone have little impact on the overall situation, and sellers often need a month or a week of data to get what you want.
From the weekly or monthly data found in the problem, appropriate adjustment of the advertising strategy, after the adjustment must also have enough time to check the effect of the adjustment.
3.what is the problem with the advertising series?
Many sellers will encounter such a situation, their own advertising series is not put on, the listing status is inactive, and there is " this listing is not eligible" message.If this happens, then the seller will do three things:
1. are you a buybox owner
Assuming you don't have control of listing, it is inevitable that the advertising series cannot be launched
2. is the account functioning properly
If your account is not normal, you can't advertise, such as a – to _ z, high cancellation rate, high rate of claim, etc. Amazon will prohibit you from placing PPC ads
3. adequacy of advertising budgets
This is important, if you don't have enough advertising budget, Amazon will not help you do free advertising, which requires the attention of the sellers
These are some of the suggestions about how PPC advertising can improve sales under the control of cost, and of course not necessarily all, but when you have no plan, you may try, perhaps you can solve the urgent! ! !