The average daily advertising cost of ten thousand dollars! Set off the cover of the advertisement, an advertiser's confession! (Amazon CPC Feature I)

Full.About.5344, 12 figures, reading about the need14 minutes

Directory.

1/Advertising funnel

2/Advertising interpretation

3/Ad type

4/Advertising logic

5/Ad bit report

6/Strategy and time

Into.After three years in the business, he chose Amazon's German station because of his college major, and then sought to further challenge the U.S. station's thief shipIt's true that the U.S. station ships are big and the waves are big.Looking at the surging waves, I had to force myself to keep improving.

Several companies that have had the privilege of previously running several different categories have experimented with a variety of resources.In the process of trying - failing - to sum up, a little bit accumulated their own understanding and understanding of advertising.Although unlike the road gods can four or two kilos, but also small gains, but also hope that in the future can better and more in-depth understanding of advertising functions, to the bland brick life to add a little fun.

"There are a thousand Hamlets in the eyes of a thousand people", the understanding of advertising everyone has a different perspective, I take out my apple, youTake out your apples and we'll have two.Open the bar

Share guests：Lennard(Undergraduate 211, German special eight, three years of Amazon operating experience, strength trader.)）

The original purpose of advertising function is to use the paid way to further expand the source of traffic, and strengthen the targeted control of traffic, so as to achieve performance growth.In general, advertising is oneClick.——Pay.the ability to do so.

This article does not involve too much advertising play or strategy, more is to focus on the advertising system of a framework of cognition, know each other can win. Mainly mentions the understanding of advertising, the type of advertising, the choice logic of advertising, the analysis of advertising positions, bidding strategy function and the time of ad delivery.

01 ▊ Advertising funnel

SIXIS learns advertising with you

Advertising funnel

As for the effect, it may be useful to quote China's traditional choice of mates, "door-to-door." Buddha said: 10,000 times in the past (show) in exchange for a passing of this life (click). What kind of accident is your acquaintance (browsing page) in the vast sea of people? From acquaintance to lifting the lid (forming a transformation), what kind of fate?

The transformation from the generation of traffic to its formation is in the form of a funnel:

In the end, a transformation can be formed, which requires:

1. Pay attention to the accuracy of delivery: select keywords or positioning ASIN and their own products have a strong degree of relevance, clear direction.

2. Delivery direction in line with the product - customer positioning: to ensure that their product style, price and the crowd you put is consistent.

3.Listing content is basically qualified: title, picture, five points, A-plus, long description and other text content express clearly in place, picture design clean and beautiful.

4. Don't forget that Review, Q.A.: Review, Q.A. are essential factors to improve your Listing persuasion, and buyers' voices must be used.

So if you want to advertise well, you must be prepared in advance. Products and listing have to be too good, otherwise no matter what delivery strategy is used, it's just a change of approach to spend money. After all, "beautiful" can be in the vast sea of people will be more return rate.

02 ▊ Ad interpretation

SIXIS learns advertising with you

The type of ad

Let's start with branding and display advertising. In terms of traffic type, it's divided into search traffic and "big data" traffic, and from the way it's run, it's divided into automatic and manual ads (brand ads are actually a type of manual ads). Looking back almost, we know each other with advertising, if you want to maximize the use of it, you must first familiar with it:

▼ Traffic type:

Search traffic, as the name suggests, is to attract customers to the listing page through a direct search of the customer.
"Big Data" traffic is based on the system's perception of the product or the customer's search and browsing behavior, and is placed on a similar or related ASIN details page.

Don't hang from a crooked neck tree. Avoid paying too much attention to keywords while ignoring the competition details page of this large forest. Rich traffic inlet is certainly the only way to break through the sales bottleneck.

How to deliver:

Automatic ads can bring more keyword traffic and associated traffic that might occur
Manual ads can deliver targeted keyword traffic and target ASIN traffic
The difference is:
Automatic advertising has great flexibility and rich possibilities
Manual ads are clearly targeted

Personal point of view:

When we use any mode of delivery, we should make full use of and amplify the characteristics of this mode of delivery.
Get the most out of your flexibility and tap with automated adspotentially availableability.
Use manual advertising to get the most out of it.To achieve "budget-target flow-output" coordination.

Many friends tend to use manual ads as the main part of the run, automatic ads as a supplement, or after some testing in the pre-push to be shut down. In this case, you may want to explore the effectiveness of automatic advertising, automatic advertising potential may not stop there.

03 ▊ The type of ad

SIXIS learns advertising with you

Target ads automatically

Next we go back to the textbook. After Amazon's refinement of advertising functions: automatic targeting matching types are divided into tight matching, loose matching, alternative products, supplementary products(Backstage also known as: tight match, broad match, similar goods, associated goods)

Here's Amazon's official category:

Here's amazon's official interpretation of automatic ad types backstage:

Tight match:Buyers use it with your merchandiseClosely related search termsWhen we search, we'll show them your ads. If your product is "Doppler 400-count Cotton Sheets," we'll show ads when buyers use search terms such as "cotton sheets" and "400-count sheets."

Loose match:Buyers use it with your merchandiseSearch terms that are not closely relatedWhen we search, we'll show them your ads. If your product is "Doppler 400-count Cotton Sheets," we'll show ads when buyers use search terms like "bed sheets," "bath sheets," and "bath towels."

Substitutes:Buyers view with your merchandiseSimilar product details pagewe'll show them your ads. If your product is "Doppler 400-count Cotton Sheets," we'll show ads on the product details page that contains "300-count Cotton Sheets" and "Queen 400-count Sheets."

Supplemental goods:Buyers view with your merchandiseComplementary product details pagewe'll show them your ads. If your product is "Doppler 400-count Cotton sheets," we'll show ads on the product details page that includes "queen quilt" and "feather pillows."

▊ SIXIS Guest Sharing:

Category:

Tight matching and broad matching are targeted at traffic sources that are keyword search traffic.

The source of traffic for similar and associated items is the traffic for the product details page.

Target ads manually

The keyword matching method of manual advertising is divided into broad, phrase and precision

Here's Amazon's official category:

Here's a conceptual analysis of manual ad types in the Amazon background, noting the difference between green and blue fonts:

▼ Broad match:This type of match lets your ads get itLots of exposure opportunities。 If the search term is includedAll keywords in any order(Prepositions and crowns can be ignored), the search term will match your ad. Broad matching also matches the plutched form of keywords,Related searches and other variants that are similar to keywords。

Phrase match:The search term must containThe exact phrase or sequence of words。 It is more restrictive than a broad match and generally makes advertisingShow in more relevant ad spaces。 Phrase matching also matches the plutched form of keywords.

▼ Precise match:The search term must be associated withKeywords or word order match preciselyads will appear and will matchAn approximate variant of the exact search term。 Precision matching is the most restrictive type of match, but is more relevant to the search. Precision matching also matches the plutched form of keywords.

▊ SIXIS Guest Sharing:

Based on the energy of the exposure opportunity:
A wide range of phrases is precise
Based on the relevance of the matching results:
A wide range of precise phrases
Depending on the difficulty of regulating the matching type:
A wide range of precise phrases
Based on how often most friends use it:
A wide range of precise phrases

Although these are basic, it is important to clearly understand the differences that exist for each feature, because each small difference may give you more room to operate.When we're already familiar with the differences between these choices, we can start thinking about launching.

04 ▊ Delivery logic

SIXIS learns advertising with you

Ask questions

When we're already familiar with the differences between these choices, we can start thinking about launching. Before you do it, the problem comes. Key: Hey, friend! What is the purpose of opening this ad? Please answer this proposition 6 questions:

Why advertise?
Why choose automatic and manual ads?
Why choose these match types in automatic ads?
Why did I select these keywords in my manual ad?
Why did this keyword choose this match type?
Why did this keyword choose this match type and this bid?

Can you answer these questions in the face of the advertisements you've already advertised? In addition to new products are not familiar with keywords, a more important advertising, should be given sufficient consideration in order to improve targeting, to ensure that you in the advertising mode of delivery selection, matching type selection, keyword selection and bidding are ultimately serving your advertising purposes and expected results, shorten the pre-adjustment time of advertising, accelerate the promotion of advertising performance.

Even if the ad is to try and error, but also to find out what the error may be in which link, so as to better reverse back.

In this consideration of the answer, also provides the usual adjustment of advertising ideas:

1. Is there a problem with Listing itself, which leads to poor advertising performance or traffic bias?

2. Is the keyword/ASIN selected correctly?

3. Does the match type give the expectation that it should be?

4. Is the auction appropriate, which affects whether traffic is sufficient/excessive, the appropriateness of the advertising location (CTR), Acos (input-output efficiency), etc.?

5. How's the keyword negative?

The choice of any one step is not isolated, and unthresponsive consideration of each link can trigger a chain reaction. Everything is pre-set, not pre-set. Since advertising is paid traffic, it's better to know which to hit than which to hit.

05 ▊ Ad bits

SIXIS learns advertising with you

Ad bit report

Monitoring ad spaces as a routine part of ad delivery follow-up is always a headache. Monitoring of ad bits often has these issues:

1. Do we see that advertising space is not allowed? Browser cache, what are the implications of customer search habits?

2. In the end, what position is better for advertising positions? Is it worth robbing top ad space?

3. Vote for keywords or drop them under someone else's Listing?

We may wish to use the advertising space module to provide ourselves with the basis for judgment. Ad search location reports aren't new, they've been in ad reports before, and they've been featured on ad campaign pages for 19 years. On the one hand, it is in line with the improvement of ASIN targeting advertising, and on the other hand, it explains the importance of distinguishing the output effect of each advertising location. I recommend following the relationship between the three references at the top of the search results (home page), the product page, the rest of the search results, and the data comparison between the three references. So what needs your attention?

1. There are several situations in which top ad bit traffic should be considered

A. The percentage of ad bit traffic at the top of the search page is too high, or the conversion rate is significantly less than the average conversion rate for the product (total order volume/total traffic)
B." The conversion rate at the top of the search results is similar to "the rest of the search results" and can be considered irrational and can result in wasted resources
C. CPC is one of the reference factors if the corresponding Acos at the top of the search results is too high, considering whether Bid is higher than reasonable
D. If a pop-up product has too many ad bit clicks at the top of the search results, you should check to see if there is an ad bit higher than the excellent natural bit and adjust it
E. Estimate the difference in exposure between the top ad spaces and other locations of certain keywords based on exposure comparisons at the top and rest of the keywords

▼ 2. To compare the conversion rate of keyword traffic with the conversion rate of product pages, and adjust the time period, adjust the traffic type ratio and other ways to determine which way of advertising on the target product is the best

3. The click-through rate of the top ad bit should be high, if the click-through rate of the location is low, consider whether it is the accuracy of the delivery word or its own title, main map, review attraction is not enough.

4. If the main push product in the search term location click proportion is too low, should consider the keyword delivery effect, whether the input is sufficient, can achieve the expected draining effect.

5. Product page ad space, according to the different locations in the two rows of advertising space, click parameters will be very different, should be based on the expectations of the delivery of the actual advertising space, and according to the data before and after the comparison, choose the most suitable location.

▊ SIXIS Guest Sharing:

Please note: Ad report reports, ad bit interface and delivery interface data may (often) appear on the right situation, please take the actual data of the ad report report. (I also have doubts here, if you have a better understanding, please help demystify)

06 ▊ Strategy and time

SIXIS learns advertising with you

Advertising strategy

In order to help sellers enrich the means of advertising competition, but also for Amazon to better generate revenue. Amazon has transformed the original Bid Plus feature into today's bidding strategy. As for the basic introduction of bidding strategy, Amazon's white and black writing is very clear.

Let's talk about the relationship and difference between "improve and decrease" and "search top (home page)"?

1. First of all, they are all used to increase the bid way to stimulate the promotion of advertising space
2. Second, it can exist at the same time and be superimposed. Look at the picture:

3. The main difference is the "top". The aim of raising and lowering is to give the right Listing a better position by floating the auction, but not necessarily to the top. The top of the search ranking (home page) is a direct and brutal bid to raise the upper limit, competing for top advertising positions.

▊ SIXIS Guest Sharing:

If we have money, we have to spend it in a planned way to get a better competitive advantage.

Delivery time

Advertising budget is not unlimited, to maximize the limited advertising costs to play a role in improving output, you may want to consider time-0 running, you can according to their own store products a single time and peak to arrange the main time period of advertising, a large proportion of the budget concentrated in the hot time period.

At a time when there is almost no single: you can bid on a virtually zero budget/very low price
There's a lot of time to make an order: take a low-budget, low-to-mid-bid approach
Main time to sell: consume a large proportion of the budget, high bidding

▊ SIXIS Guest Sharing:

After trying and exploring with friends, we think that the move to raise the bid is a little faster on Amazon's system, and the budget will be a little slower to increase after spending, please be careful to pinch.

That's where today's sharing comes in. The above is only a small brother for advertising, the content is theoretical, I hope you combine their own products and the actual situation of operation to make a selection. Next time I have the opportunity, I will share the strategy of advertising and practical analysis. If you have any novel angles about advertising that can be shared in the comments area, we open the door to a new world together! Thanks to the SIXIS platform! Aspiring people, things have come true, we grow together!

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