What do you think of PPC advertising data? 1, the basic level of industry advertising data performance 2. how to analyze the data in the automatic advertisement 3, how to adjust the advertising strategy according to the data performance First, the basic level of industry advertising data performance When analyzing advertising data, I don't know where to start with so many data, especially inexperienced sellers. The seller's first question is: how do I know whether these advertising data are good or bad? in my eyes, these data are only data and cannot be linked to business performance. In fact, this problem boils down to one point: the seller does not know at what level the good data is. Many people know that they need to find words with a high click-through rate and good conversion rate in the advertisement data report, but what kind of data performance is a good conversion rate. in fact, everyone is not very clear, but they really want to know about the industry level. To say a very practical nonsense: the standard of PPC operating data is in the heart of every operator! However, for many sellers, they still need to have a data benchmark before they can feel more secure. after all, they do not have much experience as a guide. Click rate: the average click rate is 0.4 %, which is a relatively qualified listing. if it is 0.4 % or less, you need to consider the problem of listing itself. Conversion rate: be conservative. the conversion rate I set myself is 8 %, usually 10 % or more. Acos: there is really no way to define this. many people say that it is better to control it at 10 % – 25 %, but I still say that: the target as value is still determined according to the balance point of the product. this is a relatively reasonable way. Second, how to analyze the data in automatic advertisements The purpose of running automatic advertising is nothing more than four: 1. judging from the trigger mechanism: Tell Amazon machine that this is my product, please follow the key words in Li sitting copywriting. 2. judging from the display position: Most of the automatic advertisements appear on the relevant product listing details page, thus promoting the associated traffic. 3. from the perspective of data analysis: Running automatic advertisement is the most efficient way to find " good words" when you don't know which words have better conversion rate, because it doesn't need you to add advertisement keywords at all and can run out of a pile of keywords from the advertisement report. 4. judging from the customer search terms: The customer's search terms are very strange. they may give you more key words and may also give you inspiration for your choice. When we analyze the data report, let's focus on customer search term. In the customer search terms column, there are two types of words: one type is " can't understand" garbled code, and the other type is normal customer search key words. Associated asin code These " garbled code" symbols are actually associated with the asin code of the product. our product advertisements are associated with these asin and appear at the bottom of their product details page. How do you use these asin codes? 1. check the relevance of asin products First of all, what you have to do is to see if the corresponding product of asin is similar to your product. If you find that Amazon's associated traffic to you is actually some irrelevant asin, then you should consider whether your own description of listing deviates. 2. compare the optimization of listing Carefully check the title, picture, five points, review and description of each other's listing, and compare the differences between their own listing TNG and each other's products. Learn from each other's strengths and continuously optimize your own listing copy. In addition, some sellers will ask: how can asin, which has a high click-through rate but a low conversion rate, not be associated with it? Some people think of setting a negative key word and denying this asin in automatic advertisement. theoretically speaking, but in actual application, how many people will search for products by searching asin? Therefore, the proper solution is either you continue to optimize listing, including competitive prices, review; Either by modifying listing, the similarity with this associated asin can be reduced. Customer search terms Through customer search terms, we can dig out more high-quality keywords and how to analyze these high-quality keywords. Three, how to adjust the advertising strategy according to the data performance? There are many strategies to adjust advertisements. today, I mainly share PPC optimization methods with you from the perspective of conversion rate and maximum advertising cost savings. Before this, we need to sort out the meaning of relevant data indicators with everyone: 1. relationship between product balance point and advertisement expenditure Product balance point: profit = product selling price ( $ 30 ) – cost ( $ 10 ) – Amazon fee ( $ 12 ), i.e. profit is $ 8. If an advertisement is put on now, the maximum advertising expense for each product sold is us $ 8, which exceeds this amount. if the product is sold through advertisement, it will be in a loss state. Corresponding acos = advertising expenses / advertising sales = 8 / 30 = 27 %. only when acos is controlled within this number can there be room for profit. 2、CPA ( seeing this English abbreviation, my friend who studies accounting thinks of certified public accountant ) Here, CPA ( cost per acquisition ) = speed / order, i.e. the cost required for each order conversion. This indicator is reprocessed based on Amazon's advertising data, and is mainly used to see the advertising cost obtained for each order. 3. other indicators When analyzing the keyword of manual advertisement, it is suggested that the above proportional data indicators ( CPA, CTR, CPC, Cr ) should not be calculated by averaging the PivotTable report. they can be directly calculated by excel function according to the above formula, and the accuracy is higher. Next, returning to the PivotTable report, we will copy and paste the data into the new sheet after converting the form of the table into what we want according to the method mentioned in the previous article. First, sum up the basic data of Kerry word with a PivotTable report, and then generate a new sheet by selecting all data → copy → paste ( value ) selectively. Secondly, in the new sheet, the values of CTR, CPC, Cr, CPA andacos are calculated based on the existing data.