2. Too low category price is not suitable for ddvertising, Because we found that there are some big selliers and public company accounts who have more than 2,000 US dollars advertising expenses per day, but the average unit price is no more than 12 US dollars The purpose of their spending is traffic, but our consideration is whether our products needs to do advertise, if we do not do, then how to fill our traffic. If our unit price is relative high enough, the rate of repayment is enough, then we can choose to do advertise, if our unit product price is too low, a choice of keyword rankings and PD ads may have a better effect.
3. Is your financial strength enough?
Using working capital rationally, if use the 10% of expected sales for the advertising budget, accounting return rate can reach more than 55%? Repayment rate = (product price – Commission – FBA costs – Advertising sharing – promotion cost) / product price. If it does not reach more than 55%, then do not easily use ads. Early investment is very large, payments are difficult to be effectively utilized.
4. Do you understand the terms CPC, PPC, CTR, etc.?
Many sellers are saying these terms, but few sellers can distinguish them clearly.
①.PPC Advertising (Pay-per-click): A pricing model based on the number of users who click on an ad.
②.CPC (Cost-per-click): the cost of each click, according to the number of clicks on the ads with refference to bidding.
③.CTR (Click-Through-Rate): how much the amount of the show, how many people interested in and click into the page, CTR is a good reaction indicator. Check the report, if the CTR is too low, the advertising' booth, competitiveness are not good, then the effectiveness of advertising and booth will be greatly reduced.
Solution of low CTR: change the main picture. The main map must be able to eye-ball catching (eye), the fine production of the main map is a necessary.
④.CR (Conversions Rates): order conversion rate. Conversion rate is always a core factor in natural search and advertising search rankings. How many people will buy your product after the click, the deciding factor is the product's detail page.
First check the two basic elements: First, the product page optimization; Second: see your ASIN conversion in business report, as to how to optimize the listing, including the picture, title, selling point, Review, etc., comprehensively optimize page information.
5. Do you know the different display mechanisms such as broad, phrase, exact, etc.?
When a client searches for a keyword, A9 displays the search results and ranks based on the relevance of the keyword, so there are three cases for the buyer search term and the keywords you type:
①.Broad Match: the buyer has only a small part of search keywords matched or the relevance.
Intent: Single words, generic phrases
Customer Search Term: charging cable
②.Phrase Match: Buyer searched phrase will be consistent with the part of the keyword.
Intent: Detailed Search Phrases
Keyword: data cable
Customer Search Term: usb data cable
③.Exact Match: the buyer search terms exactly the same as you fill in the keyword
Intent : Precise Goal Phrases
Keyword: usb to micro usb cable Customer
Search Term: usb to micro usb cable
6. Do you know one of the functions of auto ads is to include your listing, manual is to test your listing?
Auto: make your own links better included in the platform, find the buyer final consumption words
Manual: According to the match result, test the accuracy of each word
7. Large words drive traffic, small words enhance the conversion rate.
Consciously use large words for traffic import, but the long tail words for the final conversion.
Traffic import: "Phone holder"
Final conversion: "Car Phone Holder Windshield"
Combined big words with small words. When there is no good rank for the big word currently, the long tail word and the precise word are used to occupy the previous page position, and continue to occupy the valid position.
Substitution words: stand / Mount / cover / vehicle / bus / truck
12. Easily overlooked aspects in your ads
CPC creation rhythm: different products need to match different CPC, seller can not be confused, first distinguish the product product type.
①. Independent products: for example, the sweeping robot
High bidding automatic advertising
Low bidding broad manual advertising
High bidding accurate manual advertising
Negative ineffective words
②. Matching products: such as Car Phone Holder
Seek chance to adjust Automatic bidding
High bidding broad manual advertising
High bidding precise manual advertising
negative matching products
13. CPC Ad Details
①. Advertisment Program Option: On the setting of the keywords of Listing ads, Amazon platform provides two methods of keyword setting, Automatic Targeting and Manual Targeting. If you have enough experience on the products and are able to grasp the core keywords, it is recommended to choose manually way to set keywords, if the product attributes are not familiar, you can choose mannual targeting.
②. Bidding Options: If a keyword bid is 0.2-0.5 USD higher than the Est page 1 bid, then it has an advantage already. If it is $ 1 than it, it makes no sense. Because click-through prices are the result of second-place bids + the percentage difference between first place bid and second place bid + your performance. In other words, there is a certain amount of cap, not the higher the bid, the more competitive. In fact, advertising booths and search booths are similar, they all have their own ranking system, search ranking is determined by the sales volume, conversion rate and other factors. Advertising booths are generally determined by your performance and bidding bid. So, the seller can not find their own advertising booth need to quickly remedy their account performance.
③.AdGroup Selection: More than one Ad Group can be set below a campaign, an Ad Group can set more than one advertising keywords, and the same Ad Group keywords are public, so if it is similar products, you can put an Ad Group, but if the product is different or the difference is obvious, it is recommended to set Campaign or Ad Group separately.
④. The amount of keywords: in the choice of keywords, do not recommend to choose a lot of keywords to promote, under normal circumstances, promote a product with 5-10 keywords to is OK. At the same time, setting too many keywords will only distract operators and neglect their core issues.
⑤. Advertising orders: （1） Assuming a new product, Amazon does not have the same product, it has made an advertisement for some time with some click rate, but the conversion rate is too low. You have to consider whether there is a big market for this product, the timely suspension of the ads themselves and then analyze it. (2) If it is not new product, it is necessary to consider whether there is any problem with your listing, pictures, titles, content optimization and revising again and again.
⑥ keyword filling rules: （1） Amazon search algorithm does not recognize punctuation, especially in Chinese punctuation, so when fill in the keywords, it is best not to use punctuation, separated by a spacebar. ② keywords can not be repeated, in the Amazon search algorithm, repeated keywords will be judged as keywords cheating, and buyers always see repeated words will have an impact on the reading experience.