Pay-Per-Click (PPC) advertising, also known as Sponsored Products (SP) advertising. About the basic settings of PPC advertising, etc.
PPC ads usually appear in the Top of search (home page ad space), Product pages (product details page) and Rest of search (other search locations.
The first major display location is Top of search, which we call the home page ad space. The so-called home page ad space is not all search result page ad spaces. When PPC ads are displayed on the search result page, sometimes they appear in the first row, ranking higher than the first-ranked product; sometimes they appear in the middle of the home page; sometimes they appear at the back of the home page. The home page ad space only refers to the ad space in the first row of keyword search results, that is, the ad space in front of the first-ranked product.
The second major display location is Product pages, which is the Amazon product details page. The product details page ad space is divided into two parts. One part is the well-known “Sponsored products related to this item” ad space. The other part is hidden deeper in the product details page, and many people may not have discovered it: it appears on the shopping cart page (Add to Cart) after clicking Add to Cart. Page), although this part is also on the product details page, the location where it appears can be said to be quite hidden. In addition, we also need to know that product promotion ads will be displayed on different devices, not only on computers, but also on tablets and mobile phones.
The third major display location is Rest of search, that is, the remaining ad positions, which refer to ad positions on other search result pages except for the home page ad positions, for example, the ad position that appears in the middle of the search results home page, the ad position at the end of the search results home page, and the ad position on the second page of search results.
After introducing the three main display positions for Amazon PPC ads, let’s talk about the relationship and difference between the three.
First of all, the Top of Search position has the best CTR (effective click-through rate) and CVR (conversion rate). This is not difficult to understand, because the Top of The product ranking of the Search ad position is higher than the product ranked first naturally. According to consumer habits, buyers will choose to buy the top three products, and buyers will assume that the product ranked first is the best. Some people may ask when they see this: “Don’t they know that the one ranked first is an advertisement?” To be honest, many buyers really don’t know. Most buyers will not notice the small “Sponsored” logo above the product.
Generally speaking, among the three display positions of PPC ads, whether it is CTR (effective click-through rate) or CVR (conversion rate) data, the product details page has the worst overall performance. Why is this so? Because the associated traffic belonging to the details page is inherently inferior to keyword search traffic. For example, if you want to buy an apple, will you go directly to the Amazon search box to search for “apple”? Either you will buy the apple on the first page of the search results directly, or you may flip a few more pages and buy the apple ranked on the second or third page. If you have already chosen an apple you like, and then find other apples in the advertising column of the details page of this apple, will you give up this apple and buy other apples? The possibility is very small, unless the apples in the ad column of the detail page are much better than the original apples. In the final analysis, there is always a strong demand for purchases behind the keyword search traffic, but the demand for purchases behind the associated traffic is not strong, and in the ad column of the product detail page, not all products are similar to the original products. There may also be products with complementary properties to the original products. For example, socks are products with complementary properties to shoes. These will further reduce the demand for buyers to buy.
Based on the above situation, do sellers only need to put more budget and high bids on the homepage ad position? This is definitely a bit hasty. It is still necessary to make adjustments based on the data feedback of different positions, rather than making decisions based on some experience. Sometimes the situation may change if the product category is different. For example, for some high-value products, or products such as clothing and accessories that need to be carefully selected, the data performance of the ad position on the detail page may be the best among the three positions. The reason is also very simple. For such products, buyers are in a shopping mentality and will choose as many as possible but will not easily place an order. When some buyers are shopping for clothing and accessories, after clicking on a product page that they think is good, they may be attracted by the products in the related columns under the details page, and then they continue to select by clicking on the related column products under different product pages, and finally place an order after multiple comparisons. Therefore, in this case, the product details page advertisement has the best CTR (effective click-through rate) and CVR (conversion rate) among the three positions.
In addition, in the process of sellers actually operating PPC advertisements, sometimes they may find that the data performance of other advertisement positions is the best. Therefore, when sellers decide which position to put more advertising budget, they must first observe the data for a period of time and speak with data instead of subjective assumptions, so as to ensure that there will be no mistakes in advertising decisions!