When viewing the in-site advertising report, especially the automatic advertising report, you will see a lot of strings starting with “b00”, that is, ASIN codes. Many ASIN codes are displayed in large quantities, and the conversion rates vary. High conversion rates naturally make people happy, but ASINs with a lot of clicks (click volume), high advertising costs, and few or even no orders are really heartbreaking. The following explains the origin of ASIN in the in-site advertising report and how to optimize it.
The large number of ASIN codes in the automatic advertising report is first closely related to the display principle of automatic advertising. As mentioned in the advertising setting section, automatic advertising does not require sellers to add any keywords during the setting process. The system will automatically capture the keywords in the product details and display the products in the advertising positions of similar product details pages and related product details pages.
The result is that if a consumer clicks on the product link in the advertising column while browsing a product page, this click will be recorded by the system and reflected in the advertising data report, which is the ASIN code of the product just mentioned.
Careful sellers will find that if the product is well optimized, the effect of placing automatic ads is often good, which is also related to the above-mentioned display and click principle.
Unlike manual ads, which are displayed on the search results page based on the advertising keywords, automatic ads are displayed on the details page of related and similar products. It should be noted that it is “priority” rather than “absolute”. Manual ads will also be displayed on the product details page. If you select “product positioning” during the setting of manual ads, you can also increase the probability of the product being displayed on the product details page ad position.
According to the usual logic, on the search results page, consumers may only have a preliminary purchase intention, and when a consumer opens a product information, or even repeatedly switches and browses multiple product information, his purchase intention is also stronger. In this case, clicking on the seller’s ad will increase the probability of the consumer placing an order. In psychology, this phenomenon is called the “principle of giving back”. Compared with viewing the search results page, consumers invest more emotions in the product during multiple switching and browsing of the product details page, have a stronger purchase intention, and are more likely to buy. Of course, this is both the cause and the result. It is precisely because consumers have a strong purchase intention that they repeatedly switch and browse more product pages, and it is easier to make a purchase decision when they encounter a favorite product. For automatic advertising, its display just fits this principle.
After understanding the origin of ASIN in the advertising data report, how can we optimize advertising in a targeted manner based on these ASIN data in operation? Optimization based on ASIN data includes the following aspects. . For ASINs with high exposure, high click-through rate, and high conversion rate, sellers should search for the ASIN, view the corresponding products, compare their own products with them, find out the advantages of their own products, and maintain these advantages as much as possible.
For ASINs with high exposure, high click-through rate, and low conversion rate (zero conversion rate), sellers should also search for the ASIN, check the corresponding products, and analyze whether their products are related to the ASIN products. If the two products are not related, you should think about the reason why the system associates the two products. If it is due to the inaccurate use of keywords in your own products or the misuse of irrelevant keywords, you should optimize your product details in time and delete or modify irrelevant keywords: If the two products are related, you should think about why your products have no orders and further optimize the details of the products. The optimization standard is to be better than the related ASIN products.
In addition to the above methods, we also need to know that according to Amazon’s official statement, ASIN codes cannot be denied, so when facing ASIN codes in advertising data, we can only optimize, not deny.
Some sellers ask, if the keywords with good effects in the automatic advertising report are added to the manual advertising, is it necessary to deny them in the automatic advertising? The author’s answer is no.
The reason is very simple. The purpose of advertising is to achieve a high conversion rate and input-output ratio. Since the automatic advertising has good results and a high input-output ratio, why deny it? Add these keywords to the manual advertising. If both advertising campaigns have good results, wouldn’t it be better!