How to optimize Amazon advertising strategy through detailed analysis

In the process of Amazon advertising, operators not only need to pay attention to data such as advertising exposure, click-through rate, advertising budget, advertising costs, but also clarify the goals and strategies of advertising based on actual application scenarios. This article will use specific steps to show how to analyze Amazon advertising in depth to optimize advertising performance.

1. Clear advertising goals

There are usually two goals for advertising: one is to give a large amount of exposure to the product; the other is to increase the sales conversion rate. Advertising on cross-border e-commerce platforms is mainly to increase product exposure and thereby promote sales growth.

2. Refined analysis steps

1. Exposure time and group analysis

When conducting advertising analysis, the first thing to pay attention to is the exposure time. The start and end dates in your advertising reports represent the time frame during which your ads were served. Since ads may be adjusted within a short period of time, even if you download a report based on a fixed period (such as 7 days), it may contain data for only 1-2 days of exposure. To do this, you should calculate exposure duration (i.e. end date minus start date) and include this metric as part of your analysis.

2. Ad group filtering and optimization

In the group analysis stage, the name of the ad portfolio, the name of the ad campaign, and the name of the ad group are used as filtering conditions, and the exposure time is used as the primary analysis indicator. For example, by sorting clicks on a certain type of product (such as skirts), you can quickly locate the ad group that needs focus.

3. Keyword management

For poorly performing ad groups, you can reduce invalid exposure by using negative keywords. The specific method is to find those keywords that have been exposed for 4 days or more but have not generated conversions, and set them as precise negative keywords. At the same time, keywords with short exposure time and only a few clicks can be temporarily ignored and will be further observed in subsequent cycles.

3. Advertising creative content and user experience optimization

In addition to technical optimization, attention should also be paid to the improvement of advertising creative content. This includes but is not limited to:

• Copywriting Optimization: Ensure that ad copy resonates with consumers and conveys clear product information.
• Creative content improvement: Enhance user experience by optimizing advertising creative content.
• Marketing strategy adjustments: Adjust marketing strategies based on market feedback to better reach target user groups.

4. Review and continuous improvement

Regular review of advertising performance is very important. This helps identify which strategies are working and which ones need improvement. When reviewing, you should focus on the following aspects:

• Is there room for further optimization of the ad copy?
• Can the advertising creative content enhance user experience?
• Do marketing strategies and channels need to be adjusted to capture a more precise user base?
• Are there any issues with invalid delivery in terms of advertising budget, exposure time, click-through rate, conversion rate, etc.?

Through the above methods, not only can Amazon advertising be effectively analyzed, but strategies can also be adjusted based on the data analysis results, ultimately achieving the purpose of improving advertising effectiveness.