For Amazon sellers, they are afraid of losing sales if they don’t advertise, and they are afraid of not being able to control the effect if they advertise. They just look at the data and don’t know where to start making adjustments. Next, let’s talk about solutions to these problems.
Advertising optimization ideas for no display, no clicks, and no conversions
The most common problem that many novice sellers encounter when advertising is no display, no clicks, and no conversions, commonly known as ” For “Three Nos” ads, display, clicks, and conversions are all infinitely close to 0. What should we do in this situation?
First of all, we must understand the core problem of the three-no advertising, which actually lies in the first point – display. Without demonstration, the latter two are naturally out of the question. Therefore, the core of solving the problem of “three no ads” lies in solving the display problem. Once you know the crux of the problem, all you need to do is prescribe the right medicine.
If an ad is not displayed, how should we think about it?
1. Keyword Density
Product keyword density is an important criterion for Amazon to judge whether a product can reach search advertising. Only products that meet the density standard will be displayed more After all, customers searching for a keyword hope to see the corresponding keyword in this product to meet his search needs. If there is no density, it will be difficult for customers to meet their search needs on your products, and your products will be judged by Amazon as having low keyword relevance and insufficient display.
So, for a product, keyword density is very important. Remember, it’s the words your customers are searching for that drive density, not other words. So, it’s critical to know the terms your customers are searching for.
2. Keyword relevance
Keyword relevance should be judged by different advertising forms.
First, automatic advertising. For the relevance of automatic advertising keywords, Amazon calculates it by crawling product pages. Therefore, we are required to find good keywords and put all the words that customers search for on the page. Never upload products based on your imagination, because this method is completely divorced from customers’ searches. All the words are words “you think customers may be interested in” rather than words “customers are actually searching for.”
Second, manual advertising. Since the keywords for manual advertising are set by ourselves, Amazon will determine whether the keywords you set appear on your product page, and will also determine whether the keywords you set are really relevant to your product. Therefore, sellers should not be smart and come up with some “fancy ideas”.
For example, a lipstick seller feels that his customer base overlaps with that of those selling women’s bags, so he puts some keywords for women’s bags in his lipstick ad group in an attempt to The lipstick advertisement is displayed under the category of women’s bags, hoping to capture these “marginal customers”.
In fact, this approach is completely unrealistic. In Amazon’s judgment, your lipstick and women’s handbags are completely unrelated, so they won’t be displayed to you at all. Therefore, the keywords of manual advertisements must be closely related to your own products. Don’t try to skirt around the edges, as that will not be effective.
3. Bid
Although the bid of the advertisement is not the main ranking factor, the bid still affects our display volume. If our ad bids are far lower than Amazon’s recommended bids, or we fail to raise our bids in time during peak seasons, and our performance is not particularly good, then our impression volume will inevitably be very low. Therefore, if you want to increase the number of impressions, in addition to paying attention to your own listing, you also need to pay attention to whether your bid is too much lower than that of your peers. Especially during peak seasons, it is normal for click costs to double.
4. Account weight
What matters to Amazon is always the interests of its customers. When the health of your account is poor, there will naturally be problems with your ad display. The details of all aspects of your account health that Amazon considers are actually the details of the user’s shopping experience. If we do not do a good job, Amazon will naturally not display our products to customers. It is more willing to display products with good customer experience to customers, which will not only increase product sales conversion, but also improve customer satisfaction.
5. Review
It is undeniable that Review is a very important factor that reflects the quality of a product. A product with a higher Review score means a better conversion rate and a lower customer complaint rate. On the contrary, the conversion rate will be poor and there will be more customer complaints.
Amazon is naturally more willing to have more reviews Good products are displayed in the front, which can not only ensure customer satisfaction, but also maintain a high conversion rate, killing two birds with one stone.
If we encounter display problems, we should optimize from the above aspects, increase keyword density, improve the quality and relevance of listings, reasonably increase our click bids, pay attention to account health and maintain Your Review score, etc.