Why is it that Amazon sellers have no effect on PPC advertising? That’s because the sellers have fallen into a misunderstanding.
Misconception 1: Just doing PPC can increase the conversion rate of Listing and bring in a large number of orders.
Some sellers think that just doing PPC can increase the conversion rate of Listing and bring in a large number of orders. However, the fact is that many people have not seen much increase in the number of orders after doing PPC advertising. Therefore, it should be noted that PPC is only an auxiliary tool. It is only the main promotion method used to increase product exposure in the early stage of new product launch. Spending money to buy traffic cannot change the competitiveness of the product itself.
The main determinants of sales are product competitiveness, conversion rate, and traffic. When there is traffic, the key is to look at the conversion rate of the product. If the conversion rate is not good, it is unrealistic to expect traffic to save the bleak order volume. The increase depends on the competitiveness of the product itself, and all marketing and promotion methods can only play an auxiliary role.
Misconception 2: After setting up an advertising campaign, only look at the advertising effect, never analyze the report, either increase or decrease the advertising budget, or increase or decrease the keyword bidding.
The final result of doing this is definitely unsatisfactory. Most sellers may think that to do PPC automatic advertising, they only need to set a default bid, and then they basically don’t look at the advertising report, do no analysis, or only look at the data occasionally. Even if there is sales, they don’t know where the sales come from. This is actually a very cost-effective practice. Without optimizing the advertising report, the ACoS value of the advertisement is basically very high, of course, it is also related to the average order value of Li.ing. Only by controlling the input-output ratio can you make a profit. Generally speaking, the ACS value is best to be below 10%. Sellers should download the advertising report after a period of activity (about 2 weeks), carefully analyze the data in the report, and constantly adjust and optimize keywords and products to achieve the goal of getting higher output with lower costs.
Misunderstanding 3: When the product promotion advertising display position report is already on the homepage, lower the keyword bid to save advertising costs.
The advertising ranking of the main keywords of Listing has rushed to the homepage, which does not mean that the seller can always “reside” on the homepage. Some sellers want to save costs, so they lower their bids after reaching the homepage. Although lowering the bid can save advertising costs to a certain extent, competitors may also increase their bids. Once competitors increase their bids, the seller’s top display position may be lost. In fact, at this time, as long as the conversion rate is not a problem, there is no need to lower the bid.
In addition, if sellers want to further improve the Listing, they can choose to adjust the bids of other keywords to allow more and more accurate traffic words to have a top display position. Because when the main keyword ad position of the Listing is already displayed on the homepage, it means that the overall quality of the Listing is already relatively high, and the weight score of the main keyword is very high, the conversion rate is also very high, and the Listing as a whole already has a certain degree of competitiveness. Therefore, at this time, the ranking of other keywords in the Listing can also be quickly raised in a relatively short period of time at a lower cost.