The pain points of this problem may be different from the previous ones. There is not much display, but customer interest is strong and the conversion rate is high, but not particularly high. What are the causes of this?
1. Click cost
Undoubtedly, when encountering this situation, the first thing we should consider is to increase the click cost. Since there are both clicks and conversions, it means that our product performance still meets Amazon’s requirements, so click costs are our first choice to expand our results. However, you must pay attention to ACOS while expanding your results. It is also undesirable to increase click costs without paying attention to ACOS.
2. Keywords
There are very few displays. If it is just automatic advertising, it can be initially solved by increasing the click cost. But if it is manual advertising, you can also start from the number of keywords. manpower. Increasing the number of keywords is another direction we can work on. Expand keywords a few more times, expand keywords from multiple different angles, use less exact matching and more phrase matching. These methods can improve our display. quantity.
For this kind of advertising problem, there are two ways to solve it. But please be careful not to confuse this solution with the first one. There are essential differences between the two.
What should a reasonable ACOS be?
Many people will ask this question: What should a reasonable ACOS be? In fact, this question itself is impossible to answer, because the ACOS of each station is different, so we will discuss it in each station below.
First, the US station. The ACoS of the US station should actually be divided into categories, but that is unrealistic, so we can only roughly give an average value. According to statistics, the online threshold value of ACOS in the United States is around 25%. If it exceeds this value, your advertising performance and the profits of the product itself will begin to be negatively affected. However, this category can still be controlled at 10% to 15%. This needs to be looked at in detail.
Secondly, the United Kingdom and Japan. The reason why these two countries are mentioned together is because their performance is similar. A normal performance of 10% to 15% is considered qualified, and a performance below 10% is considered excellent.
Again, France, Germany, Italy, and the West. The ACOS in these four countries are in the third tier. Since these sites have few competitors, buyers have a smaller range of choices and the conversions will be higher. Generally, ACOS within 10% is considered normal. Therefore, the gate of ACOs Value must be measured based on your site and must not be generalized. This article explains in detail how to deal with various difficult and miscellaneous diseases caused by advertising, and how to find the root cause of the disease one by one and prescribe the right medicine. There are very few places that can be adjusted in Amazon’s advertising settings, except for click costs, daily budgets, keywords, and negative keywords.
There are not many things that can really be adjusted in these areas, so we can also see that what Amazon ultimately wants us to adjust is actually our own products, hoping that we can provide a product page with a high conversion rate. At the same time, we should provide customers with high-quality products (these two aspects are the goals we should strive for), rather than thinking about saving advertising fees every day.
So, we must always understand what we want, what customers want, and what Amazon wants, so that we can know what should be adjusted instead of moving forward blindly.