For Amazon in-site advertising, run or not, the result of the order results are almost immediate, a not-so-bad performance of Listing, as long as the station ads, the number of orders will inevitably increase, and a running ads listing, if for any reason to stop the ads, Listing's total order number will also have a relatively large decline. Although the results of advertising are obvious to all, but how effective, but because of different sellers of different strategies and very different.

The following summary of a few often asked by the seller's friends, is a brick-throwing jade, we come together to re-examine their understanding and understanding of advertising.

In the current amazon platform competition is becoming more and more intense, advertising bidding is generally rising, low-cost products are very thin profits, from the input-output ratio point of view, to a large extent not suitable for advertising.

But the purpose of in-site advertising is not limited to input-output than a variable, in some stages, such as in order to get more orders in order to push up the Listing ranking faster, then a certain amount of in-site advertising is necessary.

Therefore, for low-priced products, in advertising, we should uphold the concept of two aspects:

(i) If only in order to obtain orders, plus Listing ranking, you can be slightly a large number of delivery, such delivery, can temporarily do not pay attention to the input-output ratio, only the number of orders generated by advertising and order conversion rate (I often emphasize the spiral burst to create the first phase of advertising purposes here);

(2) As Listing ranks rise, when natural traffic reaches a certain ceiling, natural traffic is limited, and at this time Listing's BSR ranking has not yet reached its desired ranking, at this time, the same can be listing ads, but at this time ads do not excessive, because excessive advertising may cause more advertising traffic than natural traffic, high cost not to say, but will also destroy the original natural traffic balance, in this case, once the ad pause, This could lead to a significant drop in the overall Listing weight, which would disrupt the original operating rhythm.

With regard to ACOS values, many people always expect the smaller the better, but it is clear that leaving the actual operational state to expect the smaller the better is just an illusion of the mirage.

From a practical operational perspective, ACOS has several reference values:

(1) The ACOS value is less than the gross margin of the product:At this point, if you do not consider the possible return rate, advertising itself input-output ratio is cost-effective, advertising is bound to be profitable;

(ii) The ACOS value is equal to the gross margin of the product:In this ethonthonal formula, on the face of it, advertising does not generate excess profits for operations, but if you compare ad orders, natural orders, and total orders, you may find that in the comparison before and after the ad runs, the total number of orders minus the number of ad orders will most likely result in more than the number of natural orders before the ad, that is, as the ads run, as the ads generate a portion of the order, the number of orders for natural traffic also increases, which is the increase in advertising So, if your ad ACOS value is exactly equal to gross margin, then in my opinion, this ad is also worth continuing to run;

(iii) The ACOS value is higher than the gross margin of the product:If the proportion is not high, the total amount in the acceptable range, such advertising is naturally not to worry about, but if the ACOS value is too high, and after a period of advertising optimization, ACOS value is effectively reduced, at this time, it is necessary to suspend or stop advertising, from the Listing optimization, market analysis and other angles to find reasons, perhaps not good enough, perhaps the market is not suitable, in short, only to find out the real reasons, in order to develop a targeted response strategy.

In-site advertising is part of the overall operating strategy, not all products should be advertised, not all products are worth running ads, in the product selection of advertising, to adhere to the following points:

(1) If the unit price of the product is too low, it should be placed with caution;

(2) Advertising should be focused, to avoid average delivery, to put the advertising budget on top of the products they are focusing on building;

 (iii) If there are more than one product in the same series, to select the SKU that best conforms to the popular aesthetic view, if there are more than one sub-body in a variant listing, also to choose the sub-body that best conforms to the popular aesthetic view;

(4) For the long-term input-output ratio is not cost-effective, after all kinds of optimization still can not beat the expected Listing, but also to suspend advertising, can not determine the cause of the loss, not blind movement is also a worthy of thinking about the operation method;

As I mentioned at the beginning of this article, the general result of ad serving is to generate orders that are independent of natural traffic, but if your Listing is running in-site ads, it's still not enough to consider the following factors:

(a) Advertising data is too small, time is too short: if the ad just opened, the number of ad clicks is also very small, in this case, even if no order, should not be anxious, the data volume is large enough to generate the basis of the order, so, either patiently observe, or increase the advertising auction and other ways to increase the number of ad clicks and then observe;

(2) Listing optimization is not in place, resulting in either Listing is not recognized by the system, the system is not accurate, matching not the appropriate display location, in this case, the advertising effect is bound to be poor, at this time, the work that needs to be done includes optimizing Listing's class selection, keywords in the title, the main diagram and other content;

(iii) Listing price is high, review quantity is small, star rating difference: in operation should pay attention to learn horizontal comparative thinking, to compare their Listing and competitive peers, on the basis of Listing performance, only the price of products competitive, product Review is good enough, in this case the conversion rate of advertising will be higher;

Only when the ad is optimized during the run of the ad, the performance of the ad may be better, the ad process based on the analysis of ad data after optimization includes three aspects:

(i) Ad data anti-phagy ad bidding and budget: aroundExposures, clicks, orders, and ACOSFour core variables, if the exposure is too small, appropriately increase the advertising auction, if the exposure is sufficient and clicks are not much, need to return to Listing optimization, and if the number of clicks and the number of orders is small, then to reflect on whether it is because the unit price is not competitive, or Listing page display is not good enough, did not stimulate consumers' desire to buy, and finally, the seller needs to be based on the first three variables combing and optimization, so that the advertising ACOS value returned to a reasonable range;

(2) Based on the advertising data report on the basis of keyword filtering and new advertising plan construction: in the process of advertising operation, the seller also through the advertising data analysis, high-exposure, high-click, high-conversion "three high" keywords summary, it is added to the manual advertising plan, or create a new advertising plan, in order to maximize the advertising effectiveness of these keywords;

(iii) Reverse Listing optimization based on advertising data: For the "three high" keywords mentioned in (ii), it is also necessary for sellers to compare with their own Listing details, if some keywords are not reflected in Listing, then it is very necessary to add them in the later optimization to increase the quality score of these keywords, thereby increasing exposure and reducing advertising costs;

Relatively speaking, Amazon has its own error correction mechanism, if the system detects a large number of malicious clicks, the platform will pay back the cost of these clicks to the seller, but at the same time, there will be some clicks can not be detected by the system, the most typical is in the competition peer to do market research and analysis of non-malicious but can not bring conversion clicks, how to prevent this part of the click? The most effective way is to adjust your ad bidding in time.

Specifically, in the non-sales peak hours, the advertising auction will be reduced, so that the advertising location will be lowered with the bid, can effectively reduce the likelihood of ads being clicked by competitors, and in the peak consumer hours, the advertising auction to the expected bid, so that you can stand in front of the position, increase Listing in front of the real consumer exposure, in order to obtain more orders.