Keyword conversion rate
In the daily CPC operation, the conversion rate of advertising keywords is the most important indicator. After all, the ultimate goal of running an advertisement is to make money. But for most sellers, what is the standard for judging the conversion rate of keywords? Is the conversion rate 10%, 20% or 30%? Maybe many people don’t have the answer in their hearts. Although we cannot obtain the industry conversion rate of the target keyword, we can get a rough value for reference through careful calculation.
First, we use equivalent substitution to derive the average conversion rate formula of the top 3 target keywords in the industry: Assume that total clicks = AC, 3A clicks = 3AC; total orders = TO, 3A orders = 3AO; 3A order share = 3AOR, 3A click share = 3ACR; therefore, 3AOR = 3AO/TO, 3ACR = 3AC/TC; the average conversion rate of TOP3 = 3AO/3AC = TO/TCx(3AO/3AC).
Advertising-related traffic
When you browse the Listing page, in addition to being able to see the graphic information of your own products. Amazon will also display related competing products by regional distribution. For example, the well-known FBT.
There is also a VAV product list.
Of course, it also includes Amazon’s advertising display.
There are other forms of advertising association.
There are about 10 products of this type displayed on the Listing page, but they all appear in a random combination. Whether it is natural matching or advertising recommendation, the products that appear on the listing page are traffic entrances to the listing and are highly correlated. Therefore, we can use the data of this associated traffic to optimize CPC advertising, especially product-targeted advertising types. Before targeting, everyone must have a clear understanding of the targeted products, and then decide whether to target + or target no. For example, some associated FBT products are complementary, so you can consider targeting +; some advertising-related products are mostly competing products, and you can do targeting + or targeting no according to the actual situation.