In the operation process of Amazon, advertising occupies an increasingly important position and is an indispensable promotion tool. However, it is not easy to place good Amazon advertising. Many sellers will have such doubts as to why they invested in it. A large number of ads, but no significant increase in order volume? Sometimes the bid is very high, but the ads still cannot get high exposure. If you want to successfully place Amazon ads, you need to have certain abilities. So, let’s learn about what Amazon does. What are the reasons for advertising losses?
1. The advertising budget and bid are too low. Compared with a few years ago, the average Amazon advertising click cost today has increased too much. If more and more sellers are willing to use Amazon advertising and are willing to invest There are more and more sellers spending a lot of money on advertising, and the bidding and cost per click of advertising are rising. When the advertising budget and bidding are relatively low, the traffic allocated by Amazon will definitely be very small, and the quality will be very poor.
2. Advertising needs to be analyzed and adjusted. At present, the requirements for the operating logic and data analysis capabilities of advertising are getting higher and higher. Some seller friends may adjust the bid and budget after advertising, while others will completely ignore it. Advertisements run freely. The failure rate of such advertising is too high. Within a certain period of time, advertising data is analyzed and targeted adjustments are made. Of course, it is not advisable to adjust ads frequently. Advertising operations require a certain amount of time to collect data attribution, and frequent modifications will also cause the ads to be restarted, leading to a continued decline in quality.
3. Too much advertising spam traffic. The garbage traffic here not only refers to the traffic brought by irrelevant words, but also includes the traffic brought by some super popular industry words that consume advertising fees. Too much of this traffic will lead to lower and lower conversion rates and affect the quality of advertising. Advertising effectiveness will get worse and worse. This situation is mostly caused by the failure to filter the ads and not update the ad words negatively after the ads are placed.
4. There are problems with the advertising settings, such as incorrect analysis of the matching method of the selected keywords, wrong keyword selection, low relevance to the product, etc. In addition, too many keywords are set, resulting in many words for which advertising fees are not allocated, and the feedback data obtained is not very effective.
5. There are also questions about product selection and delivery methods. The first situation is that the selected product has poor performance. For example, the star rating of a product is relatively low, there are many negative reviews on the homepage, or there are no reviews, and the listing is not complete enough. This timely advertising brings in quality customers. It is also difficult to convert. The second is to advertise all multi-attribute products without filtering, so that morning traffic will repeatedly charge advertising fees. The third situation is for sellers with a large number of products in the store. In this case, you should choose products to advertise on so that advertising fees and traffic can be concentrated. If the advertising is too scattered, the traffic will also be scattered, and naturally you will not get good results.
The above introduction is related to the reasons why Amazon loses money in advertising. Complicating simple things will make advertising very complicated. It is often seen that many sellers use three matching methods for one word and open one SKU. Three or four advertisements of the same type, in fact, do not understand the internal structure, competition logic and interrelationship at all. The more complex the advertisement, the worse the effect.