Most of the traffic on the Amazon platform comes from keyword search and category ranking traffic. According to the funnel model, we know that conversion can only be achieved after accumulating traffic. After attracting traffic, sellers need to analyze and finally determine the optimization ideas. For the data of advertising, sellers can directly download the table, and generally do not need to be “cleaned” twice. Only by setting up a good advertising structure can sellers perform later operations more effectively.
Amazon’s CPC (Cost Per Click) advertising is divided into three levels: advertising portfolio, advertising campaign, and advertising group. Compared with traffic reports, advertising reports can provide more granular data such as exposure, clicks, and traffic sources (keywords/related products). For the clothing category, sellers need to create separate advertising groups for all sub-SKUs of each pattern, so that they can be more effective in later optimization.
Let’s take a look at the advertising campaign of skirt A, where two advertising groups “A black” and “A white” are set according to color. At this time, the data shows that both black and white have exposure and clicks in the phrase “summer dresses for women”, but only white has orders. At this time, the seller can deny this keyword in the “A black” ad group, thereby saving nearly 1/3 of the funds under this keyword. On the contrary, it will be like the “skirt B” ad group. Although the advertising sales cost ratio is around 44%, it cannot be further optimized.
It should be noted that the finer the data granularity, the better. For the clothing category, accuracy to color can meet the needs of most occasions, and generally does not need to be subdivided into sizes.