18 questions and answers about the advertising ( PPC and CPC ) in Amazon
In the Amazon, PPC and CPC advertising as an important means of the seller's active marketing, can bring more active traffic to the seller, pull up shop sales, become a necessary operational tools in the daily operation, but in the actual operation, many sellers will encounter a variety of problems. This article will give a detailed analysis and answer to the eight questions concerned by the seller, for your reference.
An analysis and solution to the problem of the CPC advertising in the Amazon
Adjusting PPC needs to focus on conversion rates ( gold conversion rate is 3 % to 6 %? ), does this conversion rate refer to the order conversion rate or the value of clicks / thanestimated?
Answer: you should pay attention to the value of acos.
Is the advertising word priority in search term or in title?
A: priority is placed in search term.
There is a batch of new products FBA arrival, the traffic support period of 15 days how to do the promotion is better?
A: if your store feedback is over 1000, you can try slide. If not, you can try the Amazon tracker.
The ad drives a lot of keywords, but more than 90 % of them are one of the words and the big word has a deal. But acos two months or about 35 %. Isn't it a product? The precise word doesn't flow.
A: in general, many advertisements are sold only in big words, not because your products are not. Acos control is 35 %, which is not high in the new model. You can dig some words to test it.
This is the product, the day before yesterday I ba the keywords in search terms. As a result, acos is up to 90 % for these two days, does it take a few days to make the transition?
A: it takes time to make a transition. you can lower the price. Let him slowly burn.
Is it possible to lower the bid to control your own ROI when the high price bid makes the product stable?
A: yes, it is.
In addition, the manual advertising I choose the phrase match is appropriate, the other two like to open at the same time?
Answer: you can manually advertise and automatic advertising at the same time, do not need to wait for automatic advertising after the word comes out. Your search term ensures that potential words are added.
After a period of advertising, in addition to reducing the number of words without the bid, how to make the word for each bid to reduce? Is it possible to try to lower the bid when the product is high and the overall product ranking is good?
A: yes. It is in the product transformation high, the product overall ranking good situation to try to reduce the bid.
What happened to my ad suddenly all over the budget?
A: because someone else will buy the deal's products after your ad.
I have a product that is not a big category, but the main tweet bid $ 3.5 a single click on the front page. Do you still need to continue to increase your bid? Or what should I do?
A: if your product is not a big category, but you need to pay a high price of $ 3.5, I suggest not to increase the bid, using a relatively safe price to promote, for example, about $ 1.5. The search engine has time, and we can cumulate to improve the quality of your keywords by a month's ranking.
An analysis of the Amazon PPC advertising problem
Will Chinese IP users charge a fee for clicking on my PPC ads in the United States? If I login to the seller account, search the Amazon page with its own advertising keyword search, see your products and click, will charge a fee?
Answer: whether China IP or other countries IP, click advertising will be counted and deducted the cost of advertising. Because each seller account number corresponding to a buyer account, so their own sellers account number after click on their own ads, also the same deduction fee.
The same account number, the same keyword multiple points in the same product, is only a one-time charge or multiple charges?
Answer: the same IP through the same keyword click on the same advertisement, in 24 natural hours of multiple clicks, will only withhold one fee.
In general, the widely matched keywords should be how to bid to make the product appear on the page of the search page? Can you refer to the highest value in the background proposal bidding? Or is it a little higher than the highest value in the proposed bid?
A: how to make a bid to show your product to the page of the search page, this is a question without the answer. Because of the factors affecting the product ordering, in addition to the seller's own bid, the influence factors include the bidders' bids, and the seller's own keyword quality score and the keyword quality score of the competitors. the competitor's bid change will change the ad – ranking, and the key word quality score of the competitors will also affect the ad – ranking, and the key word quality score is a relatively frequent variable, according to the transformation of Amazon listing, at any time to change.
The above analysis shows that their bid, the bid of competitors, the quality score of their key words, the key words quality score of competitors are important parameters affecting the ranking of advertisements, and the changes of these parameters lead to the seller can hardly lock their own listing on the front page of the search results.
As for the proposal bid in the advertising, it is only a rough estimate of the system at the time of the advertising setting according to the seller's own listing on the peace table, it is just a reference.
In general, how many keywords is appropriate for an advertising group?
Answer: the key words setting is decided by the product itself, some product keywords are many, some product keywords are few, some product keywords are few, cannot generalize, but the seller cannot for keywords, all keywords setting basis is – consumer will use this word to search for this product, lost this position, the key words also how much also lost meaning.
Two different products, using the same keyword bid, listing quality approach, will each affect the search rankings?
A: theoretically, but not in practice. Because as a seller, it is not possible to determine the precise quality score of listing and keywords, and then each listing faces thousands of competitors, and some differences will stagger the two listing.
In what case, the advertisement appears at the main column and the right side of the search page at the same time?
A: the seller puts more than one advertising plan on the same listing, and the advertisement rank is almost the same as the location of the main column and the right side column of the search page.
How to define the order form through advertising? For example: after customer search, see our product ads, click and add to the shopping cart, but do not generate orders, but in the subsequent login again in the shopping cart to generate orders, so that the advertising orders or non – advertising orders?
Because of the view of advertising statements, the number of orders is very small, acos comparison is relatively high, leading to the advertising effect is not ideal, but the actual situation is that our advertising costs accounted for about 20 % of the overall sales. This is not a high proportion, but the ad reports show that there are few orders from the ads. Is it actually advertising that has had a good impact on us? Stop the advertising, the natural exit will be affected?
Answer: the customer clicks on the purchase order within 24 hours after the advertisement, and takes into account the advertisement performance order; The customer does not place an order within 24 hours after the customer clicks, or orders purchased after 24 hours, not counting the advertising performance order.
But the conversion rate of advertising cannot be judged solely from the short-term transformation. one day's data cannot be described. advertising needs to be measured in a relatively long period. generally, it is recommended to use 1 – 2 weeks as a measurement cycle.
In addition, an important factor affecting the advertising acos is the product unit price, if the unit price is high, acos naturally appears lower, but it is best to compare acos and profit margins, as long as acos is lower than the profit margin or the profit margin is consistent, it can.
At the same time, the effect of advertising should also consider the growth of the total number of orders, if through the placement of advertising, the total order of listing increased significantly, in this case, even in acos data is not ideal, advertising should be continued.
How should the extensive match, phrase match, accurate matching type of advertisement be chosen? At present, in our advertising, each product has about 100 – 150 keywords, basically is widely matched, because click is not high, so there is no other types of matching or increase negative keywords. But I understand that some of the same key words will be set up a wide range of matching and accurate matching of two forms of advertising, so that the exposure to the impact of advertising? Will it bring greater traffic?
A: first, I think a product set 150 keywords a little more, you can set yourself in the place, do you really use every word of the 150 words to search for your product and then buy it? unable So, you should consider setting keywords from a precise point of view, and each key word is the key word you want to understand.
Second, the widely matching way can get more traffic, if the keyword setting is accurate, wide matching is a good way, but if the keyword set blindly, the widely matching method will also bring a lot of invalid traffic.
Third, as to whether there is a need to set a wide matching and precise matching settings, this depends on whether you are willing to set up two separate advertising plans, and then filter according to the conversion rate.
But in the advertising plan itself, the quality of an advertisement should be returned to the conversion rate, the conversion rate is expected to be a sustainable advertising