Improving advertising performance is a major strategy for Jumia merchants. To make ads more attractive, merchants can optimize keywords, create eye-catching pictures and videos, provide attractive offers or promotions, and regularly update advertising content. Let’s take a look at how Jumia merchants can improve advertising performance?
What should merchants check when their ads are not performing well?
1. Price
2. Content
3. Product relevance
How to improve the merchant’s product Acos?
Lower prices, optimize content, and set up manual bidding ads
1. Check the merchant’s product conversion rate. If the merchant’s Acos is high and the conversion rate is low, the merchant should give discounts to their products.
Check the merchant’s click success rate: If the merchant’s click success rate is less than 0.6%, the merchant’s product content and related information need to be optimized.
Change manual bidding ads: Merchants can limit the Acos value by adjusting the bid.
Adjust the bid for each product
Select the product (check if the bid is lower than the average winning bid to see if there is a risk of full exposure)
Click setbid
The recommended bid is 20% higher than the avg winning bid
How merchants create manual bidding ads: How to manipulate a larger ACOS through bidding – Apply Bidding Calculator
The formula for ACOS is this:
ACoS=Total investment/Total sales=(bid*clicks)/(clicks*conversion rate*product quotation)
So when determining the maximum ACOS, merchants can calculate the maximum bid: Bidding=ACoS*conversion rate*product quotation
The merchant’s bid in the advertisement is the maximum bid
The cost per click of the product is always lower than the merchant’s bid
When the merchant reaches the return on investment they want, it’s time to make sure the merchant’s advertising budget is sufficient: because if the budget is exhausted, every moment will miss the increase in page views and potential sales
Merchants also need to know these:
Establishing multiple ad groups based on product categories or models will help the merchant’s products, especially when the merchant has a variety of products.
It’s not that the higher the price, the higher the traffic: according to ensuring that the merchant’s product content is good, it will be more efficient to increase the merchant’s product click success rate.
The merchant’s consumption rate depends on the category traffic: when the merchant wants to bring new direct traffic to their store and products, the merchant may need to consider other value-added services.
When the merchant’s advertising performance is not good, it is necessary to check the price, content and product relevance. To improve the ACOS of the product, you can reduce the price, optimize the content, and establish manual bidding ads. By adjusting the bid, querying the conversion rate and optimizing the advertising content, merchants can improve the advertising effect.
Understanding the calculation formula of ACOS can help merchants formulate a reasonable bidding strategy. Ensuring that the advertising budget is sufficient is also the main thing. Establishing multiple ad groups, increasing the click success rate and considering other value-added services can also improve advertising results.