In the early stage of product promotion, Amazon sellers can use automatic advertising. Sellers mainly achieve the goal of helping Listing expand the included words and prepare for the next stage of manual advertising word selection. The following mainly analyzes how to browse and view the advertising report data, understand the status of automatic advertising, and complete advertising optimization.
The following are three steps for actual combat in the early stage of promotion:
The first step: Check yesterday’s advertising materials every day and analyze the advertising status
For example, on the second day of the launch of automatic advertising, it was found that the new product click-through rate of this beauty tool was very high (5.37%), proving that the display advertising position setting is effective, but the CPC in the advertisement is also very high (US$1.98). Given that the new product is in a stage where more contact is needed, it is not recommended to reduce the budget and cut investment.
After 1~2 days of delivery, the advertising report shows a high click-through rate (5.21%), indicating that the product main picture and the price are fine; at the same time, the conversion rate is high (10.00%), indicating that it is necessary to speed up the review in preparation for manual advertising.
In addition, the CPC of the advertisement is still very high (US$1.99), and the advertising budget is being consumed at a faster rate. Therefore, in addition to appropriately increasing the advertising budget, further optimization is required.
Step 2: Adjust the quotation combination settings
In order to better control the CPC value, adjust the quotation setting combination, but one adjustment is not “once and for all”. It is recommended that sellers try to find a more suitable quotation setting agency based on the comprehensive situation of CPC reduction and exposure improvement to ensure that new products can have sufficient exposure during the automatic advertising period.
Step 3: Adjust advertising traffic
Search for different keywords on the Amazon website, and determine whether a search term matches the product based on the search term, so as to find a “negative keyword” list.
Key points:
When automatic advertising achieves what advertising goals, can you start to switch to manual advertising?
Generally, when automatic advertising starts to generate reviews, the automatic advertising budget will be appropriately reduced and manual advertising will be turned on. Turning on manual advertising when there are reviews can better guarantee the conversion effect. At this time, manual advertising has also changed from product delivery to keyword delivery.
The above are the three practical steps for the initial stage of Amazon product promotion compiled by the editor. I hope it will be helpful to you.