During the operation of advertising, you will encounter various situations. The following is an explanation of these typical situations that often occur.
Situation 1: There is delivery, but no display (there is delivery, but low exposure)
There are three reasons for this situation: low advertising bid; wrong product category: keyword weight is too low or too few keywords are added in manual advertising, or there are too many negative keywords in automatic advertising.
For this situation, you can solve it from the following aspects:
(1) Increase advertising bid;
(2) Refer to the category nodes of competing products and adjust the products to the category nodes of accurate matching;
(3) Optimize product details and include more keywords, especially in the title, core keywords should be appropriately used;
(4) Check the keyword list in manual advertising. If it is too small, increase it appropriately. You can adjust the keyword matching method from accurate matching to phrase matching or broad matching;
(5) Check the negative keywords in automatic advertising. If there are too many negative keywords, reduce them appropriately.
Case 2: There are displays but no clicks (more exposure, fewer clicks)
There may be three reasons for this situation: poor product optimization (especially the main image); unfavorable ad position, at the back of the search page or at the bottom of the page; the price is higher than that of competitors, and the rating is lower than that of competitors.
For this situation, the following aspects can be used to solve it: (1) Optimize the product details in all aspects, including the main image (is the main image not good enough? Compare it with competitors and optimize it), keywords (are there too many irrelevant keywords? Delete irrelevant words), title (are the keywords, feature words, aesthetic words, etc. in the title appropriately matched), rating and quantity of reviews, price, etc.; (2) Adjust the bid and change the ad position by raising or lowering the bid; (3) Find ways to reduce costs and selling prices, while improving the quality of the main image, increasing the number of reviews and improving the rating.
Case 3: There are clicks but no orders (many clicks but low conversion)
There may be three reasons for this situation: insufficient optimization of product details; too low ratings and negative reviews at the top; lack of promotion by discount prices and coupons.
For this situation, the following solutions can be used: (1) Comprehensively optimize all details of product details, including pictures, videos, A+ pages, five-element features, product descriptions, etc.; (2) Optimize reviews, and push good reviews with detailed descriptions and good reviews with pictures and videos to the front through manual intervention; (3) Re-edit the price combination, and set the manufacturer’s suggested retail price (MSRP), standard price (Your Price/Standard Price) and discount price (SalePrice) to create a discount effect on the search results page and product details page, and set coupons for the products to attract more consumers’ attention; (4) Set time-sharing bidding to display ads during peak sales periods.
Situation 4: High costs, low orders (high input, low output)
When a campaign costs a lot but has few orders, the typical characteristic is that the input-output ratio is not cost-effective and the campaign is a loss. In this case, you can solve it from the following aspects: (1) Comprehensively optimize product details; (2) Find ways to improve BSR ranking and gradually reduce advertising bids. In terms of improving BSR ranking, you can use a spiral low-price approach to activate sales at low prices, drive order growth and BSR ranking, exchange ranking for traffic, and reduce reliance on advertising. At the same time, you should note that as the BSR ranking rises, you should gradually raise the price of the product to a reasonable profit level. In terms of on-site advertising, based on the actual data of advertising operation and the principle of living within your means, optimize the advertising. If advertising is not cost-effective for a long time and there is still no improvement after optimization, you can consider stopping advertising.