We enter the CPC advertising campaign architecture. According to our logic, each product or product group will correspond to multiple different CPC advertising campaigns. The purpose of doing so is simple, which is to cater to the customer’s purchase path under different exposure methods. Different advertising campaigns have their own functions in the “funnel” model of brand exposure, attracting customers and guiding customers to place orders. Our new CPC advertising architecture contains 2 major categories and 5 to 6 subcategories. Next. Let’s explain them one by one.
1. Keyword advertising
1) Targeted advertising group
In the early years, Amazon opened a new advertising option called advertising targeting. Advertising targeting includes category targeting and product ASIN targeting. Sellers can use advertising targeting to select specific products. Categories, brands or products with similar characteristics to your advertising target. The advertising targeting strategy helps consumers find your products when browsing detail pages, classification categories or searching keywords. Similar to the targeting rules of DSP. We cannot simply use ROAS to measure it as a strategy for short-term ASIN category positioning and long-term brand growth. The role of advertising targeting is self-evident.
2) Keyword Ad Group
For keyword ad groups, I have divided them into two directions, including brand keywords and non-brand keywords. Brand keyword ads target fans of the brand in order to increase their conversion rate and repurchase rate. At the same time, to a certain extent, competitors are blocked from the brand word bidding ranking; non-brand keyword ads target customers who are considering buying the target product from the perspective of market demand. Keyword ads are used to guide customers to place orders.
3) Automatic ad group
Automatic ads play the role of the vanguard in the entire ad group type. In our advertising architecture, automatic ads will play the role of classification positioning and associated search in the early stage of new product promotion to assist in the optimization of advertising keywords. Of course, if you consider the principle of precise and high-volume advertising, sellers can keep automatic ads, but they need to lower their budgets.
2. Brand advertising
Generally, for each group of advertising products, we will open two brand advertising campaigns, which are distinguished by keyword types, including brand keywords and regular keywords (non-brand keywords). I usually use “SPB” to represent brand advertising groups. Seller friends can evaluate the ROI of brand advertising and formulate CPC brand advertising strategies based on the development status of their own stores.
3. Naming of advertising groups
In the process of training corporate personnel, I found that many people’s advertising campaigns and advertising groups are disorganized. Clicking on the functional module of store advertising will make people want to turn off the computer.
With such an advertising structure, if you want to optimize CPC after downloading the advertising report, you don’t know where to start. So everyone should pay attention to the naming of advertising groups. If there is a unified naming rule for advertising groups, it can keep the advertising accounts neat and uniform, thereby effectively guiding us to analyze data, optimize keywords and check reports. The standardized naming of advertising campaigns can help us quickly identify the content of advertising campaigns without having to click in and check them one level at a time, thus saving time. Especially when there are multiple people in your team operating CPC ads, you will find its advantages.
Among them, there are several points to note.
1) First, make sure that the naming rules can cover all advertising campaigns, that is, all advertising groups are common;
2) Secondly, all important target levels in the CPC advertising campaign report must be included;
3) Finally, use numbers 1, 2, and 3 to identify the advertising priority level. For example, the order in my CPC advertising naming rules is: 1. KW Target; 2. Category Target; 3. Auto Target. This level is divided according to the budget weight. As you can see, the budget weight of automatic advertising in the later stage of my operation is very low.