Although the funnel model has clearly outlined the overall process of advertising conversion, in the actual operation process, it is often necessary to face dozens or even hundreds of links, and the products under some links are different in color, size, quantity, and specifications. If there is no advertising structure corresponding to the funnel model, it is difficult to analyze the real problems reflected by the data, and it is also difficult to reduce ACoS.
In this automatic advertisement, skirt A divides the products into two ad groups, A black and A white, while skirt B does not subdivide. When the search term “summer dresses for women” is placed, skirt A can accurately deny the keyword under the A black ad group, thereby saving nearly 30% of the budget and further improving ACoS. Skirt B cannot be optimized more carefully. It is not difficult to see that a good advertising structure can effectively improve the final delivery and optimization effect.
Amazon provides three levels of settings: ad portfolio, ad campaign, and ad group. There can be multiple ad campaigns in an ad portfolio, and there can be multiple ad groups in an ad campaign. By building a pyramid structure, refined advertising settings can be completed.
Since ad combinations are independent and do not interfere with each other, and a daily budget can be set for each ad combination, links with the same sales cycle and similar product types can be placed in the same ad combination. Ad combinations can also obtain the overall cost of the ad combination by downloading the bill with one click, greatly improving the efficiency of advertising management.
The structural settings between advertising campaigns and ad groups are more commonly used. For the same product, automatic advertising, manual advertising and display promotion can be enabled separately. Through different matching methods and bidding strategies for promotion, after comparing the data in the later stage, you can find the best bidding plan, so as to accumulate experience for the advertising of similar products.
It is worth noting that only products in the same ad group can share the traffic brought by keywords. Therefore, when adding an advertising campaign, if there are products with high relevance, you can add them to the ad group of similar products with better performance, so as to share the same keywords and increase the possibility of advertising exposure.