When conducting specific group analysis, you also need to insert an important indicator, which is exposure time. The first two columns in the advertising report are the start date and the end date, which represent the time of the advertising report. Since the advertisement is adjusted in real time, although the report is downloaded in a 7-day cycle, there is still a probability to intercept keywords that have just been exposed for 1~2 days. In order to conduct a more accurate analysis, you need to enter the end date and the start date in the formula field by clicking, and set the field name to exposure duration. The exposure duration value is 0-6, corresponding to 1-7 days of exposure respectively.
When conducting group analysis, you need to add the name of the advertising combination to the filter field, add the name of the advertising campaign and the name of the advertising group to the row field, and add the exposure duration to the first place in the value field.
Through the overall analysis, it can be seen that skirt products have the most clicks and the ACoS is high, which needs to be addressed. At this time, select skirts in the filter to find all skirt ads.
Sort the click-through rate in descending order to get relevant data.
It is not difficult to see that the exposure click rate and click conversion rate of the first automatic ad have not reached the average level of the store, and the ACoS has reached 98.64%, and the click volume accounts for nearly 1/3 of the entire skirt ad, which obviously needs to be optimized.
Add the ad group name to the row field to get the relevant table.
It can be seen that the ad group with an automatic bidding of $0.5 has the highest cost but the worst performance, so it needs to be negatively keyworded. At this time, add customer search terms to the row field and sort the exposure time in descending order to get the relevant table.
For keywords with an exposure time of more than or equal to 4 days and no conversion, you can add them to the negative keyword list of the automatic ad through precise negation. This operation alone can save about $42 in advertising expenditure, which is equivalent to reducing the advertising ACoS from the original 84% to 79%. For keywords with an exposure time of less than 4 days and only 1 click, you can temporarily ignore them and analyze them in the next cycle.
After the above operation process, it is not difficult to see that the most suitable automatic advertising bid for this product is about $0.25. Therefore, after completing the operation of negative keywords, you can also appropriately reduce the budget of the ad groups with bids of $0.5 and $0.75, and increase the budget of the ad group with bids of $0.25. By step-by-step checking the performance of all ad groups and focusing on solving the advertising problems of hot-selling items, the overall ACoS of the store will naturally decrease gradually.
If the operator wants to adopt an expansive advertising strategy, he can reduce ACoS by improving advertising conversion. In the “Formula” text box, enter “Spend/Clicks” and “Spend/Total Sales in 7 Days”, and add the average cost per click and average cost per conversion fields respectively.
At this time, analyze the skirt advertising combination and get a table.
In addition to detailed analysis of the ad groups, another important function of the search term report is to infer the buyer’s search habits by analyzing customer search terms, and to achieve precise delivery through manual advertising to improve advertising conversion.
Double-click any cell in the first row of data to display the corresponding detailed information in the original table.
At this time, filter the keywords with more than 20 impressions and more than 2 clicks to get the table.
From the types of these phrases, it can be seen that they are all scene words, so after optimizing them to the five-point description of the link and the A+ page, use the phrase matching of manual advertising to promote them. In addition, for keyword phrases consisting of 4 or more words, broad matching will derive results with different word orders and singular and plural forms. At this time, judge the buyer’s search habits based on the difference in the number of clicks. When editing the page, try to use these fields to create a shopping experience that is more in line with the other party’s language and cultural environment.