If the acos of Amazon merchants has always been relatively high, it indirectly proves that the input-output of Amazon PPC advertising is relatively low. As we all know, Amazon PPC advertising brings considerable benefits to merchants, but this does not prove that as long as merchants do Amazon PPC advertising, they will definitely be able to receive orders. Therefore, merchants should pay more attention to acos. Let’s take a look. What are the reasons why Amazon’s automatic advertising acos is high?
1. The product is priced too high.
If the CTR of the advertisement is up, but the CVR is relatively low, then it is very likely that the quality of the merchant’s advertisement is better, but the price is difficult to attract consumers, or the price is relative to the same category of goods. If it does not have a competitive advantage, this will cause the cvr to remain unable to rise and the acos to remain high.
2. The quality of advertising is relatively low.
From the perspective of advertising conversion, if the advertising quality of the product is not high, then the CTR will not be high, let alone the CVR. Even if there happens to be a little conversion, then the probability is An accidental event, if it continues like this for a long time, the final result will definitely be that ctr gradually increases, cvr gradually decreases, and acos will become higher and higher.
3. Product listing optimization is not in place.
If the quality and price of the default advertisement are both advantageous, the CTR is also considerable. After entering the product details page, consumers do not see effective product content, and the product introduction is also ambiguous. , the main picture of the product is not clear enough, the size of the product is relatively small, or it is out of stock, etc. These factors will reduce consumers’ desire to buy.
It can be seen that the consequences of high Amazon automatic advertising acos are quite serious. If Amazon automatic advertising acos remains high, then the advertising will not bring a good conversion rate to the products. Therefore, merchants should reduce acos as much as possible, optimize advertising and adjust the selling price of products, so that the products can be competitive among similar types of products and attract consumers to buy.