I believe that many Amazon sellers have experienced this kind of pain, that is, a large amount of advertising fees are burned but they still fail to bring conversions. It can be said that Amazon's on-site advertising is like a double-edged sword for sellers. In the case of various cost increases, the profit of the product itself is very small. If you add the advertising expenses beyond your means, it will be difficult.
Amazon's on-site advertising is also very important for sellers. In the case of fierce competition, advertising means getting more exposure and a greater chance of placing orders. Advertising is one of the daily tasks of Amazon's operations, and it is also a must-have capability for Amazon's operators. Operators need to constantly make adjustments based on product categories, cost budgets, and competitive product analysis.
What can be done to make the advertising costs paid back? Below we summarize several common methods and methods that are easily overlooked by operators.
1. Keyword classification. When we advertise, we can choose keywords, but there are many keywords, and it is not just a few that can bring conversions. Therefore, we need to classify these keywords, and choose keywords and play methods according to the stage of the store. For example, when new categories and new links are launched, they should choose to launch big words first, broad match, and control costs. For stable links with a certain number of comments, we can open accurate advertisements and spend the advertising costs on the cutting edge.
2. Optimize and filter keywords. Through keyword classification, we can also judge the effectiveness of some keywords, so as to properly filter out some. But this is relatively rough. We need to compare and analyze more keywords that ran out during the advertising process, and based on actual data, we can promptly reject keywords that do not perform well, and further increase the exposure of the advertisement.
3. Adjust the advertising structure in time. When many operators see that ACOS is too high or too low during the advertising process , the first thing that comes to mind is to adjust the bid and budget. This is actually a misunderstanding. We should analyze whether the ad structure is reasonable, and then optimize it to improve ROI . Also, frequent changes and lower advertising budgets are not advisable, as most advertising reporting is delayed, and it is important to ensure the reliability and value of advertising data.
4. Both automatic advertisements and manual advertisements are opened. There are three types of advertising campaigns in the Amazon backend, namely Sponsored Products, Sponsored Brands, and Sponsored Display. Among them, there are two delivery methods for product promotion: automatic advertising and manual advertising. It is recommended that sellers open both advertising methods, especially novice sellers, because manual and automatic advertising methods are complementary in many aspects, and only one will inevitably miss some traffic. Moreover, the respective characteristics of the two methods are relatively obvious. Generally speaking, the effect of using together is better.
The mid-year promotion is coming soon. While stocking the shelves and optimizing the listing , the advertising strategy must also be implemented. I hope that this year's membership day everyone will no longer explode ACOS , but really explode orders!