Detailed explanation of Amazon CPC advertising structure and optimization strategies

The Amazon CPC advertising system is a complex and detailed mechanism designed to help sellers increase product exposure and sales. This article will combine Amazon’s CPC advertising campaign structure, keyword advertising strategy, brand advertising management, negative word skills and advertising report analysis to provide readers with a comprehensive analysis of how to build an efficient CPC advertising system.

1. CPC advertising campaign structure

1. Keyword advertising

Keyword ad groups are usually divided into two categories: brand keywords and non-brand keywords:

• Brand Keywords: Target customers who already have brand loyalty to increase conversion rates.
• Non-brand keywords: Target potential customers who are looking for similar products.

2. Automatic advertising

Automatic advertising is mainly used in the early stages of new product promotion to assist in optimizing keywords.

3. Brand advertising

To enhance brand awareness, sellers should set up dedicated brand advertising campaigns.

4. Ad group naming

Reasonable naming rules help manage and analyze data efficiently.

2. Negative word strategy

1. What is “no word”

“No words” refers to excluding certain specific words to prevent irrelevant traffic from consuming advertising budgets.

2. Add standards

• High exposure but very low click-through rate.
• Excessive spending but no conversions.
• Multiple clicks but no sales.

3. Dynamic bidding strategy

1. Dynamic bidding definition

Adjust bids intelligently to adapt to conversion needs in different scenarios.

2. Strategy selection

“Dynamic Bidding – Lower Only” and “Dynamic Bidding – Increase and Lower” each have their own pros and cons.

4. Interpretation of CPC advertising reports

1. Report classification

Amazon provides various types of reports for sellers to analyze:

• Product promotion.
• Branding videos.
• Display promotion, etc.

2. New indicators

• Search term impression share: Assess keyword competition.
• Search term impression ranking: Measures relative market share.

5. Advertising activity tracking

1. Basic data monitoring

Regularly check key indicators such as exposure, clicks, and spending.

2. Optimization and adjustment

Adjust advertising strategies based on report feedback.

6. Establish a reasonable advertising structure

1. Structural level

CPC advertising consists of three levels: ad portfolio, ad campaign and ad group.

2. Data granularity

Appropriately refining the data granularity helps in refined management.

The above content combines the views of multiple articles and aims to provide Amazon sellers with a complete set of CPC advertising management guidelines. By scientifically planning the advertising structure, cleverly using no-word technology, flexibly adjusting bidding strategies, and in-depth analysis of advertising reports, sellers can significantly improve advertising efficiency and ROI.