After we select the product, we go to the listing and start to promote the listing. In-site promotion is definitely an essential part, that is, CPC advertising. So how to operate Amazon CPC optimization more conveniently?
1. Bid bidding for keywords
Bidding is one of the factors that affect the ranking of Amazon CPC ads, but it is not the most important factor; within a certain range, the higher the keyword bid, the greater the possibility of ranking at the top, but there is a limit. Because on any search engine platform, the most favorable and favorite products of users will be displayed to a limited extent, that is, user experience, in other words, your account performance greatly affects the ranking of ads. We can view the predicted bid and cost per click of each keyword in the background advertising promotion management. If your bid is 0.2-0.5 US dollars higher than the cost per click, you will have an advantage, but if you are more than $1 US dollar higher, it will be meaningless. CPC’s click price is a combination of the second place’s bid + the percentage of the difference between the first and second place + your performance.
2. Advertising performance
Advertisers all know that conversion rate is the first determining factor of natural search ranking and advertising search ranking. If the conversion is not good, then the natural ranking or advertising ranking must be bad. In other words, the better the conversion rate, the higher the display position.
The conversion rate can be viewed from two aspects, one is the CTR click-through conversion rate, and the other is the ACOS advertising cost-to-sales ratio. When these two indicators are higher, the performance of your product will be better and more attractive to buyers. You need to constantly delete and select keywords with good performance and continuously optimize listings to continuously improve conversion rates and advertising performance.
Common misunderstandings of Amazon CPC advertising
1. All products are advertised
Although Amazon pays attention to boutique operations, the reality is that there are still many sellers with dozens or even hundreds of thousands of products in their stores. Some sellers think that since there are so many products in the store, CPC ads should be placed on all of them to increase the exposure of the store. Therefore, ads are set up for all products, and then the budget is evenly divided among each product. In this way, each product is advertised, but the advertising budget for each product is limited. It is conceivable that the advertising effect is not ideal.
It is recommended that sellers give priority to advertising the products they focus on when placing advertisements, concentrate on creating key products, and temporarily put aside products that they have no time to take care of. After mastering the CPC advertising skills, they have the energy to slowly place advertisements for other products.
2. Only place manual ads
We all know that there are two ways to advertise on the site, one is automatic advertising, and the other is manual advertising. Many new sellers are worried that automatic advertising will bring invalid traffic, so they do not place automatic ads, but only choose manual ads, and the keyword selection is all precise matching. On the surface, it seems that the ads are accurately placed, but it is easy to miss a lot of potential effective traffic.
3. No follow-up and optimization of the ads
Each ad investment means capital expenditure. If you want the ads to add points to the operation, you need to make sure that the input-output ratio is reasonable. Therefore, sellers need to continuously optimize and adjust the ads during the advertising process. For ads that are currently in operation, sellers need to look at the ad data and select ad keywords based on the data report. They should add what should be added and delete what should be deleted. According to the conversion situation, they should appropriately adjust the daily budget of different ad plans. Only by continuously optimizing the ads can the effect of the ads get closer and closer to the desired level.