For in-site advertising, “delivery is the foundation, and optimization is the guarantee”. As the number of sellers increases, more and more sellers find that the cost of in-site advertising is getting higher and higher, and the effect is getting worse and worse. Many sellers are even in a very embarrassing situation: after delivering advertising, the conversion rate is very low, the ACOS value remains high, the input-output ratio is unreasonable, and the store has no traffic and no orders, which makes people more anxious.
We need to understand that competition exists objectively, and no one can succeed by avoiding competition. In-site advertising is just a tool. Any tool has a convenient method, and any skill has room for optimization and improvement. The same is true for the use of in-site advertising. “If you want to do your job well, you must first sharpen your tools.” If you want to use the in-site advertising tool well, you must be familiar with its basic functions and master the operating skills. Only in this way can the tool play the greatest role. In the optimization of in-site advertising, the following aspects must be done well.
(1) Before delivering advertising, you must optimize the product. The purpose of delivering advertising is to display the product at the front of the search results page to obtain more exposure and traffic. If the product details are not well written, the Amazon system may not be able to capture or capture them accurately due to insufficient matching with the category or consumer search, resulting in poor advertising exposure. Alternatively, the product description may not be good enough and attractive to consumers, resulting in low clicks and conversion rates. Therefore, before selecting a product for advertising, the details of the product must be complete and detailed. The details of product optimization include pictures, titles, five-element characteristics, product descriptions, search term keywords, and product reviews. The selection of relevant attributes during the product release process must also be accurate. (2) The price should be moderate and the selling price should be competitive. In-site advertising can allow products to be displayed at the top of the search results page, but consumers often compare prices horizontally when purchasing. If the price of a product is higher than that of other sellers, even if the product is displayed on the homepage with beautiful pictures and detailed descriptions, consumers may choose other sellers’ products because of price factors. Price is the most sensitive factor in the transaction process. We should start from the upstream of the supply chain and do a good job of cost control to ensure that the price is competitive while maintaining a reasonable profit. This is an important factor in improving conversion rates.
(3) The more product reviews and the higher the star rating, the better the advertising effect. To a large extent, reviews represent word of mouth. Consumers are influenced by the herd mentality. The number of reviews and the star rating will affect the effect of advertising. Therefore, before placing in-site advertising, sellers should try to add some good reviews for the product through early reviewer programs, Vine programs, fan evaluations, etc.
(4) Automatic advertising and manual advertising are combined to promote mutual optimization. On the basis of product optimization, automatic advertising is enabled first. The “three highs” (high exposure, high click-through rate, and high conversion rate) keywords are extracted from the automatic advertising report to create manual advertising, and the “two highs and one low” keywords in the automatic advertising are negated.
(5) The advertising budget should be adjusted in time according to the creation goals and delivery effects. The daily budget of an advertising campaign should not be too small. It is generally recommended to be more than 30 times the bid price. During the advertising operation, if the conversion rate of the advertising campaign is high and the input-output ratio is cost-effective, but the budget is exceeded and the advertising is suspended, the advertising budget can be appropriately increased. When the product ranking enters the top position of the list, the advertising bid and budget can be appropriately reduced to increase the proportion of natural orders.
After understanding the content that needs to be optimized for in-site advertising, you must also grasp the optimization rhythm. After an advertising campaign is launched, it is not recommended to over-judge the data of one day for three reasons: (1) The data of any day is accidental, and accidental performance is not of reference significance; (2) The data of one day is too little, and too little data cannot be analyzed accurately; (3) Amazon’s backend data updates are delayed, and there may be errors when viewing the data of the day or the previous day. Therefore, it is recommended that sellers at least examine the advertising data in weekly units. In other words, in the advertising data, at least the data of the “last 7 days” should be used. Of course, the data of the “last month” can also be selected for reference and evaluation. The same is true for viewing data and the optimization rhythm.
After an advertising campaign is launched, first observe for at least one week, and then call the “last 7 days data report” to extract useful data from it, including exposure, clicks, click-through rate, order quantity conversion rate and ACOS. Values, etc., analyze these data to see whether the expected effect of advertising has been achieved and whether there is room for optimization. If the advertising effect is good and the input-output ratio is cost-effective, then it is naturally gratifying. If these data are not ideal, adjust the corresponding data, such as increasing or decreasing keyword bidding, adding or deleting advertising keywords, and reversely optimizing products by referring to competing products. After the adjustment, continue to observe the adjusted advertising effect for no less than one week, and compare the advertising data before and after optimization. In addition, the advertising effect of the complete cycle should be evaluated and considered to see whether the advertising effect is getting better and better with the optimization of the advertisement. If the overall effect of the advertisement is getting better step by step, at this time, even if the advertising input-output ratio does not meet expectations at certain stages, as long as the advertising fee is within the overall budget, it is worth continuing to place. In short, in grasping the rhythm of advertising optimization, sellers must have enough patience, analyze advertising data, and leave enough time for each adjustment to observe its changes. In the process of advertising optimization, we must be cautious and prudent!