Many sellers will encounter such a situation during the process of in-site advertising: in the early stage of advertising, the bid and click deduction are very low, but there is a good exposure, traffic and conversion rate. After some situations occur in the middle, the bid for the same advertising campaign is higher, but the conversion rate is much lower. There are mainly the following reasons for this situation.
Ad suspension. The delivery of in-site advertising requires continuity. The suspension and restart of advertising activities will cause the keyword quality score to drop, and the advertising effect is often not as good as before.
Frequent product optimization. Some sellers mistakenly believe that as long as the product is adjusted, it is product optimization. It should be noted that the adjustment of the product may make the overall performance of the product better, or it may make the overall performance of the product worse due to improper adjustment. In addition, the system will re-sort the product after each adjustment. If the adjusted product is not captured by the system, its weight will decrease. These adverse effects will directly lead to poor advertising results.
Merge variants or add sub-bodies to the variants. Some sellers are used to merging variants or adding sub-bodies to existing variants during operation. Such adjustments will destroy the weight of the original product in the system. If these adjustments cause the weight to drop, even if the advertisement does not change, its effect will be worse.
Product price increase. In the entire operation, price is the most sensitive factor affecting sales. If the seller increases the price during the operation, the conversion rate of the product will drop, which is reflected in the advertisement as a decrease in the keyword quality score and worse advertising effect.
Encountering out of stock. Out of stock is almost inevitable in operation, and its impact on the weight of the product is very large. After out of stock, the ranking and weight of the product will drop, the keyword quality score of the advertisement will also drop, the advertising cost will increase, and the advertising effect will deteriorate.
Received bad reviews. I believe that many sellers have felt the impact of bad reviews on products. Receiving bad reviews will cause a sharp drop in product sales and rankings. This is reflected in the in-site advertisements, which will lead to an increase in advertising costs and worse advertising effects.
The above are all reasons for the deterioration of advertising effects, and sellers must try to avoid them during operation.