The effect of in-site advertising is immediate. For a product with excellent performance, the number of orders will inevitably increase as long as in-site advertising is placed. For a product that is currently advertising, if the advertising is stopped, the number of orders will be greatly reduced and the ranking will also drop significantly. The role of advertising is obvious to all, but the effect will vary greatly depending on the different strategies of different sellers.
The following is a summary of some questions that sellers often ask
Question 1: How to advertise low-priced products?
In the current situation where competition on the Amazon platform is becoming increasingly fierce, the bidding for advertisements has generally risen, and the profit of low-priced products is small. From the perspective of input-output ratio, it is difficult for low-priced products to make profits by advertising, and it is not suitable for advertising.
Sometimes the purpose of placing in-site advertising is not entirely to make profits. At different stages of operation, there will be different needs. For example, if more orders need to be obtained in order to push up the BSR ranking of the product, then it is necessary to place a certain amount of in-site advertising.
Therefore, for the advertising strategy of low-priced products, we should pay attention to two aspects.
If the purpose is to obtain orders and push up the BSR ranking of the product, you can place an appropriate amount of advertising. This type of advertising can temporarily ignore the input-output ratio and only focus on the number of orders generated by the advertising and the order conversion rate. The purpose of advertising in the first stage of the spiral explosion-building method mentioned later in this book is for this purpose. As the ranking of the product rises, the natural traffic reaches a certain amount, but the natural traffic is limited, and the BSR ranking of the product has not yet reached the expected ranking. At this time, you can place advertisements. At this time, you must grasp the proportion of advertising in the total traffic, which cannot be too high. If the advertising traffic is greater than the natural traffic, the orders depend on the advertising traffic. On the one hand, the cost is high, and on the other hand, it will destroy the balance of traffic. Once the advertising is suspended, it will lead to a significant reduction in product traffic and a significant decrease in weight, disrupting the normal operation rhythm.
Question 2: In the process of advertising, what should be the ideal ACOS value?
Regarding the ACOS value, many people always hope that the smaller the better, but out of actual operation, the hope that the ACOS value is as small as possible is nothing but an illusion of a mirage.
From the perspective of actual operation, there are several reference values for ACOS. . The ACOS value is less than the gross profit margin of the product. If possible returns are not considered, the advertising input-output ratio is cost-effective at this time, and advertising is profitable and worth continuing.
The ACOS value is equal to the gross profit margin of the product. In this case, on the surface, advertising has not brought profits to the operation, but if the number of advertising orders, natural orders and total orders are compared, it may be found that in the comparison of the number of orders before and after advertising, the result obtained by subtracting the number of advertising orders from the total number of orders is very likely to be greater than the number of natural orders before advertising, that is, as the advertising generates a part of the orders, the number of orders for natural traffic also increases, which is the blessing effect brought by advertising. Therefore, if the advertising ACOS value is exactly equal to the gross profit margin, in my opinion, this
advertisement is also worth continuing.
The ACOS value is greater than the gross profit margin of the product. If the higher value is not large and the total amount is within an acceptable range, then such advertising naturally does not need to be worried about. However, if the ACOS value is too high, and after a period of advertising optimization, the ACOS value has not been effectively reduced, it is necessary to suspend advertising at this time, find the reasons from the perspectives of product optimization, market analysis, etc., and then formulate a targeted delivery strategy.
Question 3: What kind of products need to be advertised in the station?
In-station advertising is part of the operation, but not all products should be advertised, and not all products are worth advertising. In the selection of products, refer to the following points.
· If the unit price of the product is too low, be cautious in advertising.
Advertising should be focused, avoid average delivery, and put the advertising budget on the key products.
If there are multiple products in the same series, select the one that best meets the public’s aesthetic taste for delivery; if there are multiple sub-bodies in a variant product, also select the sub-body that best meets the public’s aesthetic taste for delivery.
For products that are not cost-effective in the long term input-output ratio and still cannot achieve the expected sales after various optimizations, advertising should be suspended. When the cause of the loss cannot be determined, not acting blindly is the correct operation
strategy.
Question 4: My product has been advertised in the station, but no orders have been placed. What is the reason?
The effect of advertising is to bring orders to the product independent of natural traffic. If the product has been advertised in the station, but still no orders have been placed, you need to think about it from the following aspects.
Too little advertising data and too short advertising time. If the ad has just been opened and the number of clicks is very small, in this case,
even if no orders are generated, you should not be anxious. Sufficient data is the basis for generating orders. Therefore, either observe patiently or increase the bid to get more clicks, and then observe the effect.
The product optimization is not in place, resulting in the system not being able to identify, the system judgment is not accurate, and the matching of suitable display positions cannot be made. In this case, the advertising effect is bound to be poor. At this time, the product needs to be adjusted, including optimizing the product category, keywords in the title, main picture and other details.
The product price is high, the number of reviews is small, and the star rating is poor. During operation, attention should be paid to cultivating horizontal comparison thinking, and e-products should be compared with competing products. On the basis of excellent product performance, competitive product prices and good product reviews, the conversion rate of advertising will be high.
Question 5: How should advertising be optimized during the advertising process?
Only by optimizing advertising during the advertising process can the advertising effect be better and better. Optimization based on advertising data analysis during advertising includes three aspects.
Reversely adjust advertising bids and budgets through advertising data. Make advertising adjustments around the four core variables of exposure, clicks, orders and ACOS values. If the exposure is small, increase the advertising bid appropriately; if the exposure is large enough but the clicks are small, optimize the product; if the clicks are large but the order quantity is small, it is necessary to consider whether it is not competitive because of the high unit price, or the product page is not displayed well enough to stimulate consumers’ desire to buy, etc. Finally, sellers also need to sort out and optimize the previous three variables to make the ACOS value return to a reasonable range as much as possible.
Keyword screening and new advertising plans based on advertising data reports. During the advertising process, sellers need to analyze advertising data, summarize the “three highs” keywords with high exposure, high click-through rate, and high conversion rate, and add them to manual advertising plans, or create new advertising plans separately, so as to maximize the advertising effectiveness of these keywords.
Reverse product optimization based on advertising data. For the “three highs” keywords mentioned above, it is necessary for sellers to compare them with their own product details. For keywords that are not reflected in the product details, it is necessary to add them to the product details during the later optimization, so as to increase the quality score of these keywords, thereby increasing exposure and reducing advertising costs. Question 6: How to prevent malicious clicks during advertising?
Generally speaking, the Amazon system has its own error correction mechanism. If the system detects a large number of malicious clicks, the platform will return the fees generated by these clicks to the seller. Sometimes, there are some malicious clicks that cannot be identified by the system. The most typical one is the non-malicious but non-conversion clicks when competitors do market research. How to prevent these clicks? The most effective way is to adjust the advertising bid in different time periods.
Specifically, it means lowering the ad bid during non-peak sales hours. In this way, the ad position will be ranked later as the bid is lowered, which can reduce the number of times the ad is clicked by competitors; before the peak of consumption, the ad bid is raised to the expected bid, so that the ad can be displayed in a front position, increasing the exposure of the product to real consumers, thereby obtaining more orders.
Sellers need to note that there are many advertising operation skills, which need to be constantly summarized and summarized during operation, and then verified in practice in the next operation.