Several reasons for the increase in the cost of Amazon PPC advertising
There are many sellers to reflect the same situation, a product at the beginning of the launch of advertising, click on the low price, advertising costs are low, but good exposure, flow and conversion, but through other things, the same advertising plan, the price of higher conversion is much lower.
For most of the sellers, in PPC advertising, it is expected to bring higher output with lower input, so what are the pits that we need to pay attention to in the advertising?
1. the advertisement is suspended
Ppc advertising tends to pay attention to a continuity, if one seller suspends advertising for a period of time, and then after restarting the advertising plan, it will find that the accumulation of key word quality scores in the pre – advertising release has disappeared, at this point, because the keyword quality score is reduced, resulting in even higher bids it is difficult to return to the original state.
2. listing optimization is frequent
For some sellers, the adjustment to listing is the optimization of listing, but it is important to note that the adjustment of listing may make the overall performance of listing decline because of inappropriate adjustment. on the other hand, the adjustment of listing means that the Amazon system needs to reconsider the weight of listing, and if the weight of the system is to be re – fetching, the weight of listing itself will decline, resulting in the decrease of listing and the increase of PPC advertising cost.
In general, the optimization of listing should be to minimize the frequency of optimization adjustments when listing sales decline seriously or are in the absence of sales for a long time.
3. increase variation
When some sellers see a listing selling to good times, it is customary to add varieties to the original listing to achieve the role of hot listing, but in fact, adding variants and listing optimization is similar to breaking the weight of listing in the system, so the increase of variants will also lead to increased advertising costs and sales decline.
4.Price increase of products
In the whole operation, the product price is the most sensitive factor affecting the sales volume, a product upfront price low sales, but if the price does a large price in the sales, it will lead to a decline in conversion rate, resulting in the cost of PPC advertising.
The purpose of the operation is profit. the low price is the result of loss or profit is not expected, so the price promotion is also necessary, but suggest that in the process of price adjustment, we should do " jog" price adjustment, each time a little adjustment, after a few days of sales, see little impact on sales, and then gradually adjust, once the price is found to reduce sales, to decisively put the price back.
5. out of stock
Many sellers in the operation will be due to the financial problems or logistics supply chain problems caused by frequent shortage, each time is out of stock is a loss of the original weight of a damage, the result is the listing of the decline in listing, the weight of each key words declined, resulting in the late PPC advertising in the cost of advertising.
In order to stabilize the cost of the PPC advertising, sellers should try to ensure that if they are out of stock due to uncontrollable factors, it is recommended to sell a listing to ensure that when FBA shipments are 0, listing can still be online to reduce the damage caused by listing.