As a world-renowned online retailer, Amazon provides an important way for sellers to promote advertising. However, over time, Amazon’s advertising standards have changed, posing a challenge to sellers. Failure to understand the latest standards may cause the advertising cost to sales ratio (ACOS) to get out of control, endangering advertising effectiveness and revenue. This article will explore the changes in Amazon’s advertising rules and how to avoid ACOS soaring.
Changes in Amazon’s advertising rules
Keyword matching type adjustment
Amazon’s advertising matching types include broad match, phrase match, and exact match. Recently, Amazon has adjusted broad match to increase the matching of ads with more search terms. However, this may cause ads to be displayed in irrelevant search results, which in turn affects ACOS.
Ad ranking algorithm optimization
Amazon continues to improve its ad ranking algorithm, which ranks ads based on factors such as ad views, conversion rate, and bid price. If the quality of an ad is poor, it may cause the ad ranking to drop, reducing the exposure and views of the ad.
Brand keyword restrictions
Amazon restricts the use of competitor brand language, and merchants cannot use competitors’ brand keywords for advertising marketing at will. This requires merchants to choose keywords more cleverly to increase the click-through rate and conversion rate of ads.
Methods to avoid ACOS surge
In response to changes in Amazon’s advertising rules, merchants can take the following methods to avoid ACOS surge:
1. Continuously improve advertising strategies
As advertising rules change, companies should continuously improve advertising strategies. Monitor advertising characteristics and adjust keyword selection, bidding strategies, and advertising copy based on data to improve advertising effectiveness.
2. Accurately select keywords
It is crucial to select keywords that are relevant to the product and have high conversion rates. Keyword tools can be used to analyze potential high-value keywords and incorporate them into advertising strategies.
3. Rationally formulate advertising budget
Based on product costs and expected sales, formulate a reasonable advertising budget. Don’t blindly pursue ad impressions, but focus on conversion rates and return on investment (ROI).
4. Use negative keywords
Negative keywords are those keywords that you don’t want your ads to appear in their search results. By using negative keywords, you can exclude search terms that are irrelevant or inappropriate to the product, thereby reducing unnecessary click costs.
5. Improve the quality of product pages
After clicking on the ad, the user enters the product page, and the quality of the product page directly affects the conversion rate. Improving the photos, descriptions and reviews of the product page can improve the level of customer consumption behavior.
6. Conduct small batch advertising tests
Use small batch advertising test standards to test the performance of different keywords, bidding strategies and advertising copy to find the best advertising composition.
Amazon Advertising Marketing Solutions
In order to better cope with the changes in Amazon’s advertising rules, merchants can consider the following solutions:
1. Layered advertising composition
According to product type, keyword type or advertising goal, the advertisements are layered, and the advertising composition of broad match, phrase match and exact match is set respectively. This helps to regulate advertising characteristics more effectively.
2. Pay attention to advertising data improvement
Amazon provides rich advertising data, including page views, conversion rate, ACOS, etc. Merchants should pay attention to these data to better understand the actual performance of the advertisement.
3. Improve ad ranking
By improving the quality of product pages and increasing click-through and conversion rates, it helps to improve the ranking of ads, thereby increasing ad exposure and page views.
4. Combine with other marketing methods
In addition to Amazon advertising, merchants can also consider combining other marketing methods such as social media marketing and email marketing to increase product exposure and sales.
In short, the constant changes in Amazon’s advertising rules make advertising marketing more complicated, but through effective advertising countermeasures and continuous optimization, merchants can avoid ACOS surges and improve advertising return on investment, thereby achieving better advertising results and sales. Through continuous learning and adaptation, merchants can succeed in Amazon’s highly competitive market.