Amazon PPC advertising how to optimize this optimization directly bring transformation!
To do Amazon operations, want to become a big seller, essential to the grasp is a certain product drainage and exposure skills. Amazon PPC advertising has been the seller's new product quickly to accumulate the exposure of the effective way, when it is not easy to make the PPC advertising to achieve the final effect!
Today, give you some tips on how to optimize the Amazon PPC ads and Amazon PPC advertising:
1. to determine the objectives of PPC advertising activities
First, make sure that the Amazon PPC ad series is created to put our advertising on top of the list and increase the exposure.
The two main objectives of running PPC advertising are:
Get the maximum profit ( the acos target needs to be calculated );
Get the maximum sales ( need to calculate acos breakeven )
2. define target acos and maintain product profitability
What is acos?
Acos ( advertising sales cost ) is a key indicator to measure the effectiveness of PPC advertising. Acos is the ratio of advertising expenditure to sales, and the formula is as follows: acos % = advertising expenditure / sales
If the sales of the product is $ 100, the advertising cost is $ 25, the acos will be 25 / 100 = 25 %. In other words, the seller can earn $ 1 a quarter at a cost of $ 0.25.
Assuming that the seller's PPC advertising goal is to keep the product profitability, the seller needs to determine the acos and the target acos set for the profit and loss balance. This will allow sellers to check advertising spending more closely and ensure that products are always profitable.
* note: another typical use for running PPC advertisements is to increase sales and improve the bsr ranking of new products. In this case, the seller may want to intentionally increase acos, and may need to use short-term loss of profits to achieve sales or bsr growth.
The profit and loss balance refers to the profit margin before the seller takes into account advertising spending. As long as the seller's advertising spending is lower than profit margins, there will be no loss. The profit margin is the amount of the seller's sales deduction of all expenses ( Amazon platform sales fee, FBA fee, freight, etc. ).
3. optimize the bid for the long tail keywords
With the increase in the number of CPC bids for all products in the Amazon this year, it will become increasingly difficult and costly to bid on " key" key words that can create high sales volumes for products.
Long tail keywords usually contain three or more key words, and can highlight the customer's more specific search intent. This means that the seller can further position the customer to the conversion channel, and because of the less competition on the Amazon product long tail keywords, CPC costs are usually lower.
So how does the seller find the long tail key word?
First, sellers want to browse their str search word reports, search for keywords with high conversion but low exposure, and add these keywords to the manual campaign ( manual keyword advertising ).
However, because the seller needs a broad list of long tail keywords, it is not enough to comb str to get the long tail of the search. This is also a rather tedious process, generating only about 20 related keywords.
Use Amazon free keyword search tool " purple bird data cube" to quickly expand the long tail keyword list. The seller only needs to enter the keywords related to the product, and select the most relevant key words from the result.
4. remove the negative keywords as soon as possible
With regard to the negative keywords, suggest that the seller actively and quickly remove some negative keywords, because the seller may waste more advertising costs on the there is no keywords.
The goal of using the negative keywords is to delete those keywords that have generated clicks but do not translate and perform poorly. Avoid sellers to spend advertising spending on keywords that will never be translated. But remember, the more negative keywords the seller uses, the greater the search limit for a particular product.
Use str search word reports in PPC automatic advertisements to determine your own negative keywords list. The seller wants to delete the key words of high CTR ( CTR ) but low conversion rate ( Cr ) because these keywords will only generate CTR, but will not generate any sales.
5. optimize the effect of PPC advertising
We must pay attention to the payment advertising report of Amazon website, because the analysis of the effect of Amazon PPC advertising, we can find the reasons from the problem, and better optimize the advertising skills from the reasons. Therefore, many sellers will study the Amazon's ad report ( Amazon )
This side suggested that you can use the " cool bird seller assistant" PPC advertising management: after the PPC advertising license, and after the ad synchronization, the system will be you to synchronize the PPC advertising data, let you more convenient to see the overall profile of PPC ads in the cool bird, the activities, advertising groups, products and related word data.
Compared to the advertising report, cool bird multi-dimensional display advertising data let you more intuitive analysis of the effect of advertising, and help the seller more positive evaluation of their PPC advertising effect.