Several Reasons for the Increase of PPC Advertising Cost
For most of the sellers, in PPC advertising, it is expected to bring higher grades with lower input, so what are the traps that we need to pay attention to in the advertising?
1. advertisement suspended
Ppc advertising tends to pay attention to a continuity, if one seller suspends advertising for a period of time for certain reason, and then 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 that it is difficult to return to the original stage even give a higher bids .
2. listing is optimized frequently
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 rank and the increase of PPC advertising cost.
In general, the listing should be optimized or adjust when listing sales decline seriously or are in the absence of sales for a long time. you don't have to adjust your listing when your listing have a stable performance.
3. Add variants
When some sellers see a listing selling well, it is customary to add varieties to the original listing in order that the hot listing could bring flows for new variants, 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 , but if the price has a big change during the sale, it will lead to a decline in conversion rate, resulting in the cost of PPC advertising higher.
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 storage
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 , the result is the decline in listing, the weight of each key words declined, resulting in the PPC cost increase.