As we all know, the A10 algorithm structure of Amazon CPC is relatively complex, with huge data and numerous details, which requires sellers to spend more time to familiarize themselves with and learn the operation of CPC. It is estimated that Amazon CEO Jeff Bezos is also aware of this. In the past two years, we can see that Amazon’s advertising column is indeed constantly updated and optimized, but “the road is long and arduous”, and it still has a long way to go in the direction of user experience and ease of use.
At the beginning, facing the strange advertising reports in the store, I really didn’t know where to start. Later, after my own learning and exploration, I gradually summed up my own advertising framework, and with the improvement of the ease of use of the advertising interface, I became more and more efficient in advertising management, data analysis, keyword optimization and report output. Next, I will share this unique CPC advertising framework with all sellers, hoping that everyone can integrate and study their own CPC advertising framework.
Let’s take Flock Three Wet Bag (waterproof bag) as an example.
Product ASIN Grouping
Before creating a new campaign, I will group all ASINs. After all, it is easy to manage an ASIN ad, but if you have to manage more than 100 SKU ads, plus many variants, if there is no systematic allocation rule, then the later analysis of data will be a huge project.
Here, I want to explain the basis of ASIN classification:
1. ASIN grouping logic
At the beginning, you can raise the level of classification, and then adjust it down as needed according to the advertising data later.
2. ASIN price range
If the advertising data of ROAS is the goal, the setting of keywords should be based on the price range of the target ASIN and then calculate the bidding range of keywords based on the conversion rate and average order value (AP) to achieve the expected value of ROAS. For the accuracy of the data, the target ASIN in the advertising campaign must be in the same price range.
3. ASIN Reporting Model
As mentioned above, Amazon advertising data is too complex and it is difficult to extract data validity. If sellers are faced with putting different ASINs in one advertising campaign, it will make it difficult for sellers to evaluate the advertising performance of different categories of products. Therefore, in general, I follow the “simple rule”, that is, the same ASIN will be placed in the same advertising campaign.
Example:
Example 1
Wet Bag waterproof bag products have different sets. For 4scet Wet Bag (4-piece set) vs Iset Wet Bag (1 piece) vs 3atWer Bag (3-piece set), for different waterproof bag series, I will group them into advertising groups to evaluate their respective advertising data.
Example 2
Wet Bag waterproof bags are divided into different styles according to their uses, such as gym wet bag. Diaper wet bag, etc. Different SKU styles can be used as the basis for advertising grouping, and the grouping is as follows: wet bag-gym, wet bag-diaper.
The conclusion is that for the same type of products, different groups of people and different usage scenarios will lead to different advertising effects. If promotion is carried out in different categories, the data will be more accurate.