What is the core of the Amazon PPC advertising a9 ranking algorithm?
Amazon PPC advertising is a quick way to learn about Amazon's data and a quick way to build Moldbaby! Ppc ads a few years ago are very cheap, usually a few cents, and even ordinary mobile phone cases advertise good profits. Today, with the upgrade of the platform, advertising is not only expensive, but often low output. There are many problems, such as the following:
Why some sellers use advertising to blow the more and faster the ranking down the faster!
Why my bid is high, but not show!
Why are my acos indicators up to 50 % – 200 %?
The Amazon advertising system itself has a a9 ranking algorithm that gets a good ranking in the PPC ad, but more importantly, in addition to the high bid: how good the PPC advertising technology is in the Amazon platform, the product is fundamental, and the conversion determines everything. In the Amazon, the conversion determines the customer experience, the pit sales amount and conversion determine the Amazon proceeds ( transaction Commission ). The comprehensive conversion low advertising will certainly allow for the high conversion rate of advertising! So from the conversion rate this fundamental thinking about all advertising problems! Even the overall ranking rules to the Amazon are all this!
The conversion rate is divided into two parts:
A show and click conversion CTR = click click / show thanestimated. some can achieve 1 % – 3 %.
B click on purchase conversion: acos indicator = advertising expense / advertising sales. Acos index is less than 10 % is ideal, the most extreme can be 2 % – 4 %.
Ps: different products different shops different indicators, conversion rate is also different, for reference only.
1. product price and advertising
Low unit price products or some common there is no products, advertising is usually more difficult, bid high, show little, acos indicators are high! High – value, unique high – price products are easy to occupy the advertising pit, acos is lower than the opponent, the conversion of the purchase will be high. So advertising, the price, quality, style, technology and so on need one or more aspects of competitiveness. We often meet the product stage, acos indicators are higher than 50 % or even more than 100 % of products, this time to investigate why this is the result! Kedanjia high quality products are more competitive than others! Note: so it's important to choose the product! Sometimes really choose to be greater than effort, about Amazon a9 selection can participate in our free offline activities.
2.keywords and advertising
There are many keyword tools in the market, and the search volume is different, Amazon advertising is a tool to detect the word search and market heat. Put all the tools into the ads test, and then select the appropriate keyword to put in the search term. Suggested that the search term should fit your own words, from the words, the layout system long tail word. Therefore, your advertising keywords are related to your background search term keywords and the title description core words similar, so can improve your advertising relevance, if the big words too much, their own listing cannot hold these big words will pull the effect of low advertising. Remove the low conversion words from the advertising, remove irrelevant words, and constantly optimize your advertising, the effect will be better and better! ( note: the use of words should be prudent. )
3.variation and advertising
A listing variant typically 3 to 5 best ( individual product exceptions ), too much experience can lead to increased inventory, large capital usage, and will also lead to listing without a focus SKU, no advertising firepower point. So before advertising, listing must identify the main SKU, converting orders from the other SKUs on the same listing to our main SKU, increasing the conversion rate of this SKU and widening the gap with the competitor! On the Amazon platform, the product is king! The conversion rate is also king!
4. Li siting dynamic performance and advertising
When the new product is put into advertising, there will be two kinds of bad things. First, persistent non – exposure, persistent acos indicators are high, low conversion of products. The other is that after a period of product sales, the negative feedback increase, the performance of the SKU's performance growth continues to reduce or even negative, will also affect advertising performance. The better the performance of Li siting in the Amazon platform, the better the advertising performance will be.
5. automatic advertising and manual advertising strategy
Amazon's automatic advertising is also valuable, for the new product is not too familiar, the keywords are difficult to determine 100 %, can be used for automatic advertising testing a week. Through keyword display, to understand the customer's search habits and determine what is their own focus on the promotion of words. Then delete the original automatic advertising and create a new manual advertising group.
6. group – building advertising and single – establishment advertising
There are more than one listing under an ad group, which is not recommended because:
The first advertising group did not determine the key optimized listing, without centralized firepower, the overall effect is less than the opponent.
Second: poor performance ads may drag down good ads.
Third: keyword positioning is not accurate, chaos. Low correlation with search and title keywords, affecting the conversion rate.
So we recommend a separate listing to create an ad group and even create an ad for the flagship SKU! No point, the sheep – style advertising in the fierce competition now very difficult to have survival space!
7. number of reviews and advertisements
If it is a new product, without review direct test a few days, without special treatment of listing the most can test whether the product has Moldbaby gene! Of course, if there is a safe review resource, you can also push this listing at the same time, will be faster to hit the home page! If it is a common product, you can ask your American friends to do a few reviews in advance. Because the stars and the number of review also affect the conversion rate. Currently, the universal PPC advertising product rating is at least 4 stars, or even 4.5 stars above the rating.
8. advertising pit and category monopolies
A shop can occupy the advertising position and natural ranking position is limited, some professional category senior players through multiple stores, and mold advantages and price advantages to establish industry barriers. In the ad PPC acos indicators, the conversion rate is much ahead of the opponent. Steven has seen the first three pages of ads that have been monopolized by a company. This is the future professional category of sellers, it is worth us to study.
Advertising traffic and natural flow
The cost of advertising traffic, in most cases, will bring new traffic to listing, and sometimes do not look at acos indicators completely, so recommend sellers and friends to regularly observe the changes in traffic before and after advertising, orders and conversion changes. Another case is that the acos indicator continues to be high, with a natural flow of listing reduced and even lower, as Amazon finds that this listing is a low – value, low – output listing, with timely adjustment of products and advertising.