ACOS refers to the advertising input-output ratio, which is the proportion of advertising costs to advertising revenue 14 days after clicking on the ad. Judging from the statistics of all orders, advertising orders account for a high proportion, much higher than natural orders. But what should I do if Amazon Advertising ACOS is very high?
1. What should I do if Amazon Advertising ACOS is very high?
1. Improve advertising conversion rate.
(1) Optimize listing
Advertising activities can only guide the listing to obtain traffic sources. What really affects the conversion is the competitiveness of the listing under the words. You can optimize the listing for specific words to improve the competitiveness of the listing under the words, so that when the advertisement is placed under these words, you can get more orders.
(2) Find product-related words. By looking for words related to the product, among the words related to the product, words that compete with the product are screened out and put into the target market, that is, words with a higher conversion rate are screened out and put out.
2. Optimize the single-click price of advertising activities.
As the performance of advertising campaigns and competitors adjust their advertising strategies, we must optimize the bidding of ad words in a timely manner so that advertising campaigns can maintain a high price per click at a relatively low price. Conversion rate.
3. Optimize the selling price of products.
When a product is first put on the shelves, due to factors such as evaluation and conversion, the competitiveness is not strong, and the sales price will be lower than that of competitors. As product competitiveness increases, we need to make corresponding adjustments to the price of the product. Through continuous adjustments to the selling price, the product can reach a balance point between sales and profits.
2. What are the reasons why ACOS is too high?
1. The price is too high.
Since the exposure rate of the advertisement is already very high, but there is no conversion rate, the main reason is that the price is not attractive enough. It is recommended to investigate other products to see why the price is so low. There can still be profits.
2. The product description is too poor.
Buyers click on the ad to enter the details page, which means that the picture is still well modified, but if the description is not ideal enough, it will live up to the beautiful and attractive main picture. Bad description It will make people lose the desire to buy.
The above are relevant knowledge points about the excessively high ACOS of Amazon advertising. Amazon Advertising is an important operational tool for us, driving traffic to Amazon. Most big sellers rely on Amazon’s advertising and platform activity to secure sales. On the premise of ensuring advertising traffic, reducing advertising costs is an important indicator for measuring operators’ advertising performance. Sellers should remember that Amazon’s ACOS does not mean the lower the better, but should be considered comprehensively based on the products they actually sell and the current store conditions.