How to effectively prevent Amazon PPC advertising from malicious click?
Many sellers worry about Amazon PPC advertising is ineffective, cast a lot of money, listing is perfect enough, the picture is beautiful, but the conversion rate is always gone, thump, thump, and the problem is where?
With the development of Amazon, more and more sellers are flocking to Amazon, and Amazon is a platform for soft products, so the competition between products is more intense, some Amazon sellers start something seemingly smart, but no ethics, malicious click advertising.
There are two factors influencing the display of Amazon PPC advertising: default bidding, daily budget; Some sellers in order to increase the advertising exposure rate of their products, malicious click on the competitor's similar products advertising, through the rapid consumption of the competitor's advertising budget, reduce the competitive exposure rate, thereby improving the exposure of their products!
Faced with such annoying malicious clicks, how can sellers effectively prevent Amazon PPC ads from being maliciously clicked?
1. do not once bitten by a snake, twice shy
Many sellers are afraid of malicious clicks, a lot of money burn and no effect to stop advertising, in fact, this is you scare yourself. Because Amazon's rankings and the rules for advertising, there are several key metrics:
Presentation of customer keyword search results ( thanestimated )
Customer clicks ( clicks )
Conversion rate ( conversion )
So, the opponent's malicious click may be helping you advance the ranking, do not once bitten twice shy!
2. Amazon looks at you: invalid, click fee to remove
Amazon, as the world's top internet company, has accurate statistics and assessments of user habits. For advertising, Amazon has been trying to improve the buyer experience by constantly trying new advertising bits and advertising methods.
For " malicious click" behavior, Amazon has made a clear statement on the " effective pay click" page; And you will judge each click from the following metrics:
A sudden surge of hits
Malicious click through the software;
Illegal ( not conforming to specification ) click
Repeat clicks for a certain amount of time
Amazon typically removes all the advertising costs that are due to the seller within 3 days.
3. viewing the advertising report analysis, judging malicious click
To prevent work, you need to " separate your bets" on key words. In short, you need to open 2 – 3 advertising groups for 1 asin; Second, you need to be able to quickly determine whether your ad has a " malicious click ", which requires every seller to see an advertising report every 2 – 3 days, and compare the following indicators of the same keyword:
The display quantity ( thanestimated ) suddenly dropped
The advertising input – output ratio ( acos ) suddenly increased
The conversion rate ( conversion ) suddenly decreased
From the activities, ad group, products, keywords four major horizontal dimensions, Dismantling, and vertical analysis show, more positive impact on their PPC advertising evaluation, improvement. Once the data determines that your ad is maliciously clicked, you need to immediately complain to Amazon.