1. Keyword advertising data for individual products and stores
(1) Keyword advertising data for individual products, including exposure rate, clicks and other indicators, can not only be used to measure individual product keywords The performance of the advertisement can also be adjusted accordingly.
(2) The main indicator to measure the effectiveness of keyword advertising.
①Impression (exposure): The number of buyers who saw the keyword advertising promotion of the product.
②Clicks: The number of buyers who clicked on the keyword advertising promotion of the product.
③CTR (clicktroughrate): The ratio of clicks to exposure. The higher the click-through rate, it means that more buyers are interested in the advertisement and click on it.
The CTR optimization method is as follows.
a. The main picture of the product is clear and the functions are clear at a glance. It is best to use the local language for the text on the picture.
b. The product title contains appropriate keywords, brand status, etc. are clearly written. You can try to add some front-end hot search terms in the title.
c. Check product prices to ensure competitiveness, preferably with discount tags to attract buyers’ attention. d. Set up methods such as paying attention to likes, praise and courtesy to increase the number of likes and evaluations of the product.
e. Operate carefully and strive to get Shopee preferred, mall and other platform labels (for specific rules, please contact the account manager for consultation).
f. Check similar hot-selling products on Shopee, and then optimize the product (note that you cannot use the same product title or picture, otherwise it may be removed from the shelves).
④Orders: The number of orders generated by clicking on the keyword during the keyword advertising promotion period.
⑤CR (conversion rate, conversion rate): The ratio of order volume to click volume. The higher the CR, the more click users are converted into store order buyers.
The CR optimization method is as follows.
a. Store coupons will be displayed on the products. Good store coupons will increase the conversion rate and drive orders for other products.
b. Product descriptions are detailed, do not use misleading language, product inventory is accurate and sufficient, and labels such as LPG (lowest price guarantee) are used.
c. The options in “Variation” are clear and clear, such as color, size, material, etc. Do not use 12, 3, etc. d. The pictures should be clear and comprehensive. Put as many pictures as possible (up to 9 pictures), including size diagrams, details, etc. The text on the pictures should be in the local language as much as possible.
e. Good store decoration and clear in-store classifications will retain buyers and increase conversion rates.
f. Better customer satisfaction, improve various store indicators (good reviews, store ratings, product reviews, chat replies, etc.), and increase the overall conversion rate.
⑥Items Sold: The number of sales generated by clicking on the keyword during the keyword advertising promotion period (there may be multiple products in one order).
⑦GMV (gross transaction): The sales generated by clicking on the keyword during the keyword advertising promotion period. ⑧Expense: The amount of advertising spent during keyword advertising promotion.
⑨CPC (cost per click, average price per click): The ratio of advertising costs and clicks, that is, the actual cost to obtain an advertising click. The lower the CPC, the lower the cost. Get a click.
⑩ROI (return on investment, investment-output ratio): that is, the ratio of advertising spending to sales. Breaking it down further, ROI is the conversion rate multiplied by the average customer price and then multiplied by the average single click price. The higher the ROI, the higher the investment-output ratio of the advertising promotion.
The ROI optimization method is as follows.
a. Continuously optimize product conversion rate.
b. Make good plans in product selection, and combine traffic diversion and conversion. Products with low customer orders are mainly used to attract traffic to the store, driving the order volume of the whole store to increase. Products with high customer orders are mainly used to drive the ROI of the whole store, thus Increase overall sales.
c. Optimize the average single click price of keywords: first, optimize quality points (refer to the aforementioned methods to optimize click-through rates, adjust keywords, improve the relevance of products and keywords, etc.); second, regularly Optimize keyword bids (timely optimize keyword bids based on front-end rankings).
d. ROI optimization is a long-term process. In terms of data monitoring, it is best to adjust and optimize on a 7-day or 15-day cycle.
Average Ranking: The ranking of the product under the keyword search during the keyword advertising promotion period.
Comprehensive analysis and flexible use of keyword advertising data reports can continuously improve the effectiveness of store keyword advertising.
(3) The keyword advertising data of the store refers to the sum of the data of all products that are undergoing keyword advertising in the store, and is used to measure the overall effect of keyword advertising.
2. Skills in using keyword advertising
(1) Product selection skills
Select different products in the store for testing and analyze the potential of the product Depending on customer or market trends, keywords with higher ROI can be retained during the test process, while keywords with lower ROI should be re-selected in a timely manner with new keywords or products. It is recommended to select as many products as possible in the early stage for keyword advertising testing, and decide which products to retain and optimize based on the actual advertising data. In terms of quantity, it is recommended to select at least 20 products in the early stage. Based on your needs, it is recommended to choose the following types of products to place keyword ads.
1. Hot-selling products in the store
Products that have already sold well before advertisements are played in the store. This type of product is mainly used to bring more traffic to the store.
2. Hot-selling products on the platform
It is a hot-selling product on the platform, but the sales performance in your store is not good.
3. High-profit products
High-profit products that are sold in the store are mainly used to increase the ROI
4. Low prices Traffic-driving products
For products with lower unit prices that are sold in the store, this part of the product is mainly used to drive traffic, and the ROI effect may not be good.
(2) Product selection
The product recommendations for setting keyword ads must meet the following requirements.
(1) The main image of the product is beautiful and clear and properly displays the selling points. The title has many keywords and uses local language. The product description is detailed. If there is size and material, it must be marked.
(2) The product is not a pre-sale product.
(3) Products with discounts.
(4) For low-price traffic-draining products, the main image, title or product description should have clear store orientation. Store coupons (ShopVoucher) can be used. The price of low-priced traffic-draining products should preferably be lower than The threshold for freight subsidy requirements attracts buyers to put together orders.
(3) Keyword Selection
1. Keyword Selection Principle
The general principle of keyword selection is: combine big words in categories with precise combinations of words. Category big words have better traffic, precise combination words and long-tail words have higher conversion rates. Combining the two can achieve a better input-output ratio. When selecting words, you can consider taking the buyer’s perspective. Imagine if you were a buyer and wanted to buy a certain type of product on the platform, which words would you most likely search for. Take a beauty seller in the Malaysian market as an example. The product the seller wants to promote is a two-in-one eyeshadow and blush powder tray. When selecting words, you can consider first finding some buyers who are most likely to use this product when searching for it. The root of the word, such as “blusher”, “eye shadow”, etc., and then expand some keywords based on this. In addition, if the product itself has a certain brand awareness, you can also consider adding brand words as root words, such as “OTWOO” here. When setting keywords, pay attention to the search habits and language types of buyers.
2. A more accurate way to select keywords
(1) Based on the product title, the Shopee backend recommends keywords.
(2) Shopee provides sellers with weekly market reports every week, summarizing the most popular keywords and changes in fashion trends.
(4) Product bidding
(1) Recommend product prices based on the set keywords.
(2) Taking into account the current click-through rate and conversion rate of PaidAds, pricing is based on the percentage of product profit.
(3) Set appropriate keywords and click prices according to the purpose of exposure. We can divide the purpose of exposure into the following types.
① Long-tail words aimed at attracting traffic at low prices: A higher price should be set to ensure store traffic.
② Precise words for the purpose of improving ROI: Start setting at a low price and gradually adjust to maximize ROI.
③ Precise words for the purpose of testing new products, pictures and titles: the price does not need to be too high, just ensure that the search ranking is high.
④ Precise words + long-tail words for the purpose of increasing click-through rates: You can gradually reduce the price from high to low and observe changes in traffic.
⑤ Long-tail words, big words or precise words for the purpose of boosting sales: Long-tail words and big words should be set from the high price, and precise words should be set from the medium price. At the same time, the price should be adjusted according to changes in traffic. .
(1) If the recommended bid is high and you are worried that the traffic will be too large with this bid, you can use another strategy, that is, bid with the platform’s lowest bid + broad match bid.
(5) Advertising adjustment and optimization
(1) Adjust and optimize according to the click-through rate (CTR) and conversion rate (CR) of each keyword. If the CTR is high but the CR is low, Low, you should consider whether the keywords you put are less relevant to the product, or the product details page needs to be optimized, the “Variation” is incomplete, the product rating is low, the pictures are unclear, or there are many negative reviews, etc.], if the CTR is very low If it is low but CR is high, you should consider whether the keywords you put are not in line with buyers’ search habits, or the main image is not attractive enough to buyers; if CTR and CR are both low, you should reselect the products and keywords you put in.
(2) Adjust keyword advertising prices based on product profits to achieve optimal CPO (cost per order) and ROI.
(3) Keywords in each market will change over time. Shopee’s weekly market report regularly summarizes the most popular keywords and their trend changes, including changes in search rankings of popular keywords. , click-through rate and conversion rate changes, etc. Sellers can regularly update keywords based on this information.
(4) Choose an optimization method according to the purpose of exposure.
① For low-price traffic-draining products, don’t pay too much attention to ROI, but pay attention to the changes in store traffic and order volume brought about by advertising, so as to filter keywords and adjust prices.
② For products that hope to have a higher ROI, you should pay close attention to the changes in CTR and CR and optimize the product every week.
③For products that have been sold out or have lost sales, try to increase exposure and increase sales as much as possible if allowed by the CPO.
(5) Adjust and optimize the products with keyword ads within a week. Products with normal clicks in the past week (such as 50 clicks a week in the Malaysian market) but no orders have been issued can be First consider optimizing and adjusting product images, descriptions and keywords. For products that remain unchanged after adjustments, you can choose to stop advertising. For products with normal bids in the past week but low click volume (for example, the Malaysian market has less than 50 clicks a week), you can first consider adding keywords. If there is still no change after adding, you can choose to stop advertising and consider adding new products. do a test.
(6) Product main image and title optimization.
Optimizing the main product image is also an important part of continuous optimization. Choose a clear, product-prominent material image as the main product image. You can refer to the hot-selling products at the front desk, prepare multiple material images for testing, and find the one that most attracts buyers to click.
You can also optimize the product title, select high-quality keywords from keyword advertising and add them to the title to optimize the natural traffic of the product.
(7) Use the front-end search skillfully to assist in adjusting advertisements
Sellers can use the front-end search function skillfully to observe whether the current advertising space is suitable for their products. In order to make adjustments according to the situation, the price can be raised, lowered or advertisements suspended. The front desk starts with search. Seller friends can use their mobile phones to search where their products are, and then compare the natural search products around the advertising space with the products in the previous advertising space to see whether their advertising products are competitive compared with surrounding products. If Be competitive and raise prices appropriately. Of course, if your product does not have much advantage in terms of sales compared to competing products, and no orders have been placed in the current advertising space, you can consider reducing the price or suspending it, and re-selecting products for testing.