As an important means of active marketing, Amazon PPC, CPC advertising can bring more traffic to listings, drive more sales. It is a necessary tool in daily operation, but in the actual operation process, many sellers will encounter a variety of problems. This article provides the most common7 Q&A for PPC.
Question 1: Will I be charged for the fee if a Chinese IP user click on my PPC advertisement in the United States? If I log in to the seller's account and search on the Amazon search page using my own advertising keyword, I see my product and click it, will I be charged ？
A: Whether it is China IP or other countries IP, click on the ads will be charged and deducted advertising costs. Because each seller account corresponds to a buyer account, so using seller account and click on your own ads will lead to deduction.
Question 2: The same account click the the same product with the same keyword, how many times I will be charged?
A: The same IP click the same ad through the same keyword within 24 natural hours, Only charged for one time.
Question 3: Under normal circumstances, How I bid for broad-matched keyword to make the product appear in the search home page? Can I refer to the maximum recommended value in the background? Or higher than the maximum recommended bid?
A: There is no accurate answer for how to bid to show your product in the first search home pages. Because among the factors that affect the ad rankings of products, in addition to the seller's own bid, other factors including the bid of the competitor, the seller's own keyword quality score and the competitor's keyword quality score. The changes of competition bid will change the ranking of the ad position, and the keyword quality scores of your and your competitors will also affect the ranking of the ad position. The keyword quality score is a frequent variable that changes from time to time according to the Amazon listing conversion.
The above analysis shows that their own bids, competitors 'bids, their own keyword quality scores, competitors' keyword quality scores and other factors are important parameters affecting the advertising ranking, and the constant changes in these parameters make the seller almost impossible to lock their listing on the first search results page. The suggested bidding in the back-end for ad serving is only a rough estimate given by the system at the time the ad was set based on the seller's own listing status and the status of peers on the platform, just for reference.
Question 4: in normal circumstances, how many are keywords in one ad group is appropriate?
A: The number of keywords is determined by the product itself, some product has many keywords, and some products have less keywords, it can not be generalized. All the keywords are set based on — Consumers will use the word to search for the product, if you lose this position, the number of keywords will lose their meaning.
Question 5: Two different products, using the same keyword and the same auction, their quality are close, and will it affect each other's search ranking?
A: Theoretically it will, but it will not in fact. Because as a seller, they can not determine the exact quality scores of each Listing and keywords, and secondly, each Listing faces thousands of competitors, only some differences will make two Listing rankings different.
Q6: When does the ad appear in both the main and right sub-columns of the search page?
A: The seller serves more than one ad plan for the same listing, and the ad position is similar to the main column of the search page and right sub-column position.
Question 7: How to define the order formed by advertising?
For example: After the customer saw our product ads, click and add to the shopping cart, but did not generate the order, however, it generate orders in the future when the customer next log in account, does it counted as an advertisement order or a non-advertisement order? Because viewing the advertisement report, there are few orders and the ACOS is high, thus we think that the advertisement effect is unsatisfactory.
However, the actual situation is that our advertisement cost proportion probably accounts for 20% of the total sales. This ratio is not too high, but advertising reports show that there are very few sales generated by ad. Does the ads actually has good impact on the natural sales? Does the sales will be affected if I stop my ads?
A: The orders are purchased within 24 hours after the customers click your ads, this order is included in the advertising performance orders; If it is purchased after 24 hours, this order is not included in advertising performance orders. However, the conversion rate of advertising can not be judged simply by the short-term conversion. The data of a day can not explain anything. The advertisement needs to be measured in a long period. It is generally recommended 1-2 weeks as a measurement period.
In addition, an important factor affecting the ACOS advertising is the unit price of the product. If the unit price is high, the ACOS will naturally be lower. However, it is better to compare the ACOS with the profit margin. As long as the ACOS is lower the profit margin or is consistent with the profit margin,It is ok. At the same time, the effectiveness of advertising also need to consider the growth of the total number of orders. If the total order quantity of Listing increases significantly through the advertisements compaign, in this case, the advertisement should continue running even if the ACOS data is not satisfactory.