Q1: If an automatic advertisement has a high acos, high exposure, average clicks, and low conversion, how do you generally deal with it?
First of all, you need to see which word the money was spent on, and then you need to look at the effect. If it is a big word, you need to look at your own positioning. If you want an order, you must deny the money spent. If you want to promote keyword rankings, you should optimize links, increase comments, reduce prices, and open coupons to increase conversions, and Go increase the bid competition for the first row, and test the CTR and conversion rate.
Q2: Excuse me, one of my new advertisements did not convert well. In addition, the reason for lowering the bid every afternoon is that the suggested bid is getting lower and lower. According to the suggested bid, there are only three clicks in one night. Is this a case of reopening the ad? Or do you raise your bid to a higher price yourself?
Go straight to the high price point to see ad placements and conversions.
Q3: The click rate of the new product is very high, the conversion rate is very low, and the search terms of the advertisement are also relevant. How to deal with it?
First, you have to judge whether your exposure is enough; second, you have to judge where your ads are mainly spent, whether they are spent on the first line of the home page or the details page; If you have enough exposure, the conversion rate will be relatively high; third, if you have enough exposure, the click rate is also very good, and then the advertisement hits the first line, and the first place still does not convert, then you must check the details of the customer entering you On the page, you check whether the title description is accurate, and then whether your price has an advantage, your picture, and your video, whether your A+ has problems, and how many comments you have, whether your comments are too If there are few or bad reviews, compare them with your competitors.
Q4: At present, the product has been on the shelves for two months. There are not many advertisements, but there are more natural orders. Some precise words have clicks, but no orders have been issued. Some words in the natural ranking have already been made. Is this time to improve the conversion rate? The method is to pay more attention to the amount of comments, how to grab traffic from peers?
1- There are not many advertising orders, but naturally there are more orders, so how about advertising ACOS? How many times a day is the exact word clicked, and where is the clicked ad slot?
2- Natural ranking for some words already done? Which words, what is the search volume?
If you want to increase the conversion rate, you need to check whether your title, product image, A+, A+ video, price, five points, the number of reviews and stars are related, and whether it is properly optimized.
3- To grab traffic, you need to advertise on the detail page.
Q5: Excuse me, I have a new product, which has been in operation for a week. For the main core keywords, my bid is twice the suggested bid, and the homepage bonus is 120%, but I still cannot click on the homepage. There is a conversion on the product page, and the conversion is good. Should I stop seeking to hit the homepage and focus on the conversion of the product page? Automatic ads have been out of order. Do I still need to keep playing? There is also a sub-keyword, the conversion is not good, and the order is occasionally issued. The unit price of my product is currently including coupons, which is 2-3 dollars lower than the peers. In this case, how should I adjust it?
If you can't make it, don't force it. The weight is too low, resulting in the bid being too high, which is not cost-effective. It is better to start smoothly first.
If the automatic advertisement does not produce a single order, then you need to see if the running words are off-track and whether they are all related words. If they are related words, it may not be converted due to price problems or evaluation problems. Words, it means that there are still some problems with the copy, or there are problems with the categories.
In addition, the coupon is 2 dollars lower than the peers, it is better to have the original price lower than the peers, because the coupons cannot be seen on the details page.
Q6: An old product with manual and automatic advertisements. Recently, the conversion is not very good. There are many variants. The two models promoted by the advertiser cost a lot every day, and the conversion is not good. Do you need to differentiate in price in this situation? Or Turn off the manual, the effect was ok before the manual, but it has not been very good recently.
If the conversion is not good, it depends on how the price compares with the opponent, and whether the competition under the link details page has a low price to steal traffic.
Manual conversion is not good. You can see if there is any change in the advertising space. If not, you can adjust it a little; Open a new ad campaign, test the effect, and if which one performs well, keep which ad.
Q7: I have two new products on the shelves, no comments, and they are low-cost products, priced at $11.99, $12.99, the price is medium, and I have a 10% coupon, multiple color variants, and a high single click on the advertisement. , at about $1.6, the budget for each product is about $10 per day, often burning more than 20 dollars a day, no orders, or ACOS is also very high, manual typing is regarded as medium and long tail words, too long tail is afraid that there will be no exposure, yes What is the best way to reduce the ad bid and ACOS and increase the conversion rate?
Your advertising budget is too low. It is recommended to open a larger coupon for new products, more than 30%, and the advertiser should focus on core big words, try to open the first line of the homepage, and open an automatic advertisement. If the ad runs out, add 5 clicks to each ad campaign budget per day.
Q8: If the conversion rate of organic traffic orders of the product is 8% and stable. The exposure and clicks of the automatic ads are also sufficient, and the ad search keywords and products are also matched, but the conversion rate of the insertion order is 2-3%. What is the reason for this situation? Which aspects should be optimized?
Your ad conversion rate is 2% to 3%, which means that your ad performance is still relatively poor.
First of all, you have to check whether your exposure and click base is too small, which means that if your clicks are only clicked 3, 4 times or less than 10 times a day, your conversion will appear to have a small base and not representative. .
Secondly, you have to look at whether your ad word search volume and relevance are relatively strong. If the search volume is small, even if you hit the homepage, you won’t be able to get many orders; if your word is not very relevant, it will lead to a particularly low conversion rate, so you need to check.
Once again, if the search volume and relevance of your product ad’s exposure and click keywords are no problem, then you need to take a look at your ad slot, mainly at the top of the search results, other positions, or detail pages. Generally speaking, at the top of the search results, conversion rate > other locations > detail pages.
Finally, you want to check that your links, titles, images, five-point descriptions, videos, A+ pages, product reviews and ratings are well optimized? Is there a problem?