Amazon Advertising Optimization Guide: From Rule Changes to Detailed Explanation of Bidding Strategies
Changes in Amazon Advertising Rules
Keyword matching type adjustment
Amazon’s ad matching types include broad match, phrase match, and exact match. Recently, Amazon made adjustments to broad match to increase the number of ads that match more search terms. However, this may result in ads being shown in irrelevant search results, impacting ACOS.
Advertising ranking algorithm optimization
Amazon continues to improve its ad ranking algorithm, which ranks ads based on factors such as ad views, conversion rate, and bidding. If the ad quality is poor, it may cause the ad ranking to drop, reducing the exposure and views of the ad.
Brand keyword limitation
Amazon restricts the use of competitors’ brand language, and merchants cannot freely use competitors’ brand keywords for advertising and marketing. This requires merchants to choose keywords more cleverly to increase the click-through rate and conversion rate of advertisements.
Methods to avoid ACOS surge
In response to changes in Amazon advertising rules, merchants can take the following steps to avoid ACOS spikes:
Continuously improve advertising strategies
As advertising rules change, companies should continue to improve their advertising strategies. Monitor ad properties and adjust keyword selection, bidding strategies, and ad copy based on data to improve ad performance.
Accurately select keywords
It is crucial to choose keywords that are relevant to your product and have a high conversion rate. You can use the Keyword Tool to analyze potential high-value keywords and incorporate them into your advertising strategy.
Determine a reasonable advertising budget
Develop a reasonable advertising budget based on product costs and expected sales. Don’t blindly pursue ad impressions, but focus on conversion rates and return on investment (ROI).
Use negative keywords
Negative keywords are keywords for which you do not want your ad to appear in search results. By using negative keywords, you can exclude irrelevant or inappropriate search terms, thereby reducing unnecessary click costs.
Improve product page quality
After clicking on the ad, the user enters the product page, and the quality of the product page directly affects the conversion rate. Improving photos, descriptions, and reviews on product pages can increase the level of customer spending behavior.
Conduct small batch ad testing
Adopt small-batch ad testing standards to test the performance of different keywords, bidding strategies and ad copy to find the best ad composition.
Smart adjustment of Amazon ad bidding
Find the correct time period, adjust bidding, and capture traffic
The peak sales period is the prime time for Amazon advertising to obtain orders. Sellers should find out the peak time periods for their products and increase their bids during this period to capture more high-quality traffic.
Different ad slots, different bidding strategies
Continuous changes in ad positions also affect bidding performance. Sellers need to flexibly adjust bidding according to different advertising positions. By understanding the performance of different ad slots, you can adjust your bids to better adapt to changes in ad positions.
Coordination of bidding and budget
Bidding and budget need to work together when reducing advertising costs. Sellers should not just focus on lowering bids, but consider the relationship between bids and budget. It is a wiser choice to control the click volume rather than blindly lower the bid.
Data analysis driven strategy
Sellers should conduct in-depth advertising data analysis based on data. Understand the performance of different keywords, analyze the relationship between advertising costs and sales, and adjust bidding strategies based on data. Strategies driven by data analytics are more likely to achieve long-term improvements in advertising effectiveness.
Long-term goal planning
Sellers should have long-term goal planning instead of focusing too much on short-term advertising adjustments. Establish a systematic advertising optimization strategy to continuously improve advertising effectiveness and product exposure.
The rhythm and frequency of Amazon advertising optimization
Maintain the pace of ad optimization
After an advertising campaign is launched, you must first observe it for no less than a week, and then call the “data report for the last 7 days” to extract useful data, including exposure, number of clicks, click-through rate, and order quantity conversion rate. and ACOS values, etc., analyze these data to see whether the expected effect of advertising is achieved and whether there is room for optimization.
Frequency of product optimization
When optimizing products, we must grasp the rhythm and frequency. When the sales volume and ranking of a product are relatively stable and meet the seller’s operational expectations, it is recommended not to make any adjustments to the product.
Summary
The continuous changes in Amazon advertising rules make advertising marketing more complex, but through effective advertising countermeasures and continuous optimization, merchants can avoid the surge in ACOS, improve advertising return on investment, and achieve better advertising effects and sales. By continually learning and adapting, merchants can succeed in Amazon’s competitive marketplace. Reasonable bidding adjustments should be based on in-depth data analysis and understanding of market conditions to avoid excessively frequent adjustments that have a negative impact on advertising effectiveness. By identifying the correct time period, adjusting ad positioning strategies, and coordinating bidding and budget, sellers can optimize ad bidding more intelligently and achieve greater returns.