PPC burn money every day is not a single! Actually, the problem is here ...
Amazon sellers know that PPC advertising brings more traffic and precision, and the conversion is relatively high. Amazon PPC advertising, on the one hand, can make the post – ranked post more exposure, improve sales, on the other hand, can also occupy the relevant advertising space, have more opportunities to gain access to the leading competitors in the flow, so as to widen the gap between the two sides.
However, not all products are suitable for PPC. It is suggested that a high profit product should be used for product bidding, even if 100 clicks produce only one order, and the profit is enough to fill the advertising investment; Conversely, if a click requires an n order to be low, then there is no need for input.
Therefore, for the competition small, the price of high products recommended priority PPC.
[ 1. clear targets and positioning before making PPC. ]
1. make clear the difference between PPC, patience and perfect, first of all, be patient, many sellers set automatic, constantly point, basically do not look at the report, laissez – faire, and do not see the report, this situation is very wasteful for PPC, must be avoided.
2. PPC advertising is both good and bad, and the natural search ranking is the addition. If done well, the addition is better, do worse, the addition will be worse, and there is no advertising failure, leading to a decline in the natural search rankings, and how much will be added ingredients.
3. PPC is only an auxiliary, similar to the icing on the cake. If a month, 2 – 3 months without an order, hoping that it can save in the erosion is unrealistic. It can only make 100 orders into 150, but it can't be changed from 0 to 100 orders.
[ 2. how to improve the effect of PPC ]
1. optimize listing
Ppc advertising can improve the visibility and Views of products, help to create and form Moldbaby, but can bring more orders, and see if the price of the listing products are reasonable, the title description is accurate, whether the picture is attractive or not. Therefore, it is necessary to optimize listing before releasing PPC.
① optimization of title
The optimization title should consider these: whether the title is accurate, fluent and easy to understand? Is the description attractive, so that people want to click? Keywords include brands, selling points, main parameters, functions, product nature attributes, product core words or colors, etc.
② picture optimization
Optimization of the picture to consider: PPC posts of the head figure is creative, clear and beautiful, whether to meet consumer demand, can attract them to point in? From the perspective of foreign consumers, why don't they point in, what scene will be in?
③ review optimization
Optimization review to consider whether these: PPC posts have a certain amount of review, and are more than 4 stars? If a product is not or has too little review, or the rating of review is low, then this product is not suitable for PPC.
2. words selection and grouping
With regard to the choice of words, it is recommended to " automatic" ( automatic selection ), " manual" ( artificial selection ) is a combination of the two. Automatic ( automatic word selection ) covers a wide range of coverage, slightly involved will be included. And " manual" ( artificial selection ) generally for hot search words, high conversion words, focus on marking. Full coverage of the point, no opportunity to miss any opportunity.
If the novice is not good at keyword search and analysis, it will cause a budget overrun. It is suggested that the word " automatic" be used for half a month or two weeks, and then according to the words " hot search word" and " conversion rate" in the report, the words will be focused on " manual ", which will eliminate the search and analysis of the keyword.
① the business keywords are divided into:
Description: these keywords tend to have very high search volumes. For example: handbags
Problem type: usually describe some conditions or your product can solve the problem. Apple emergency charge, for example
Symptoms:: describe the actual symptoms of the problem, such as: FuDai
When you find the key words related to your product, you can choose two different word roots as a group.
For example: quick, for example, I can get the following words based on the search heat of the words, grouped by this.
The four groups are a large group, under the power bank. In these four groups, there are two separate roots around the word, before or after the word.
Use Google's keywords planner to expand the words associated with that root. For example
Usb battery pack
Battery charger for phone
Phone battery charger
The words are grouped by excel. And then filter. Choose the words you need. Join the ad group, so that a power bank can be divided into numerous groups. Each group is arranged according to the core root word, next make up empty talk about how to create a keyword list, several different attributes of the root mixed, create hundreds, thousands of related keywords come out.
3. real – time test advertising effect
Use broad, phrase, exact to test the advertising effect.
Broad – wide matching: if the user queries the words related to your keyword, a wide match will trigger the display of the advertisement. Can match spelling mistakes, plural, similar keywords.
For example: coffee cups
These words will display advertising: the coffee cup ( singular ) coffe cup ( spelling mistake ) coffee mug ( similar word ) cup coffee ( word order ) blue mugs coffee ( matching only one root ) one of the best uses is to buy research data. You can match multiple search terms, and these words allow you to fully understand the customer's search behavior. The use of search matches another case is when you account for a particularly small amount of search. It is better to match it with a wide range of matches. For example, your product is less popular, the audience is very small, with a wide range of matching can improve the amount of display and click.
Phrase – phrase matching: the keyword of search term must be consistent with the key words of the input ad group.
For example: coffee cups
These words display ads: coffee cups / blue coffee cups / coffee cups blue / red coffee cups for problem / coffee cup ( incorrect spelling ) cups coffee ( incorrectly spelled ) cannot display ads: coffee blue adds any single word to these keywords without triggering the ads. But in the front, the day after tomorrow, add the modified words, or do not add. Single – and – plural, incorrect spelling. The order is different. It doesn't affect.
Exact – precision matching: search queries must be completed with the keywords, and the ads will be displayed.
For example: coffee cups
The words for advertising can be displayed: the coffee cup ( singular ) only supports the plural, does not support spelling errors, and the order.
In general, use a wide match, find the conversion rate to teach high key words, you can set these keywords to precision matching, phrase matching. If the bidding is the same, the keyword ranking – phrase matching – widely matching – matches the precision matching.
Usually, the word precision matches the highest bid. The highest conversion rate is precision matching, followed by phrase matching. If you find that a wide range of matching conversions are higher than phrases and precision, it shows that while you match some of your search terms, your account does not have keywords that correspond to your search terms, and the conversion of these words is higher than the keyword in the account. This is the reason for the wide matching of the wide transformation high. You can download the report and see which words trigger the ads. Add them in.
In a word: " spend money on the blade ", the most important focus of PPC is still on your marketing cost control and input – output ratio, and related preparation and follow-up work is also essential. Most of the process of fumbling with the confused and difficult, after all, the old driver is not a day, but will always be the practice.