In Amazon advertising management, sellers often face a series of misunderstandings. Over-control of ACOS, ultra-low advertising budget, low bidding, failure to deny invalid traffic in time, lack of staged analysis of advertising reports, and failure to distinguish time periods may affect the effectiveness of advertising campaigns. Here are some key misunderstandings:
1. Over-control of ACOS
In advertising campaign management, sellers often pay too much attention to ACOS and rush to close ads or reduce advertising bids. However, over-control of ACOS may lead to the loss of early investment. In the new product promotion stage, focus on increasing exposure and sales, rather than reducing advertising investment too early. For mature products, pay more attention to ACOS and increase profit margins by adjusting bidding and optimizing keywords.
2. Ultra-low advertising budget
In Amazon advertising, thrift is important, but too tight advertising budget may lead to too low ad clicks, affecting the effectiveness of advertising. Wisely allocating advertising budget is the key, and too low budget may prevent advertising from generating orders.
3. Low Bids (Except for Pick-up Ads)
Too low bids may result in the product not being exposed or only being exposed on irrelevant ASINs, which will have a negative impact on the product’s keyword ranking and ad quality. Pick-up Ads are an exception. By setting the bid far below the recommended value, orders can be obtained on high-heat short-tail keywords.
4. Failure to timely deny invalid traffic
Ignoring the importance of daily ad keyword exclusion may result in wasting advertising budget on invalid keywords. Sellers should analyze ad reports every day and exclude irrelevant keywords in a timely manner to reduce invalid clicks and reduce advertising costs.
5. No staged analysis of ad reports
Stage analysis helps to exclude poorly performing keywords, find high-performance keywords, and further optimize the ad structure. The purpose of stage analysis includes denying keywords with low conversion rates and screening out high-performance keywords for separate manual ads.
6. Not distinguishing time periods
Improper selection of time periods for ad delivery may affect ad performance. There is less traffic and relatively low conversion rates in the early morning hours. It is recommended to lower bids or shut down some ad campaigns during this period. Prevent spending too much budget in the early morning, which will result in a lack of exposure during the best order-making time period.
By overcoming these key misunderstandings in advertising management, sellers can use the Amazon advertising platform more effectively to improve product exposure and sales results. Detailed advertising strategies and regular optimization analysis are the keys to successful advertising management.