When sellers use automatic advertising, they should all find a large number of ASINs in the advertising report. Today, let's analyze why automatic advertising runs out so many ASINs and how to efficiently handle these ASINs to improve advertising effectiveness.
Amazon's automated advertising will run many ASINs, which is usually the result of multiple factors working together. Here are some main reasons and explanations:
1、 Listing embedding problem
·Insufficient keyword crawling: Amazon's automated advertising system mainly relies on the content in the Listing detail page to crawl keywords, and then matches them to pages of similar or related products for display. If the keywords in the listing are placed too few or not clearly enough, the system may not be able to effectively capture the main keywords, resulting in advertisements being displayed more in the form of ASINs.
·Keyword weight distribution: In a listing, the weight distribution of keywords can also affect the display of advertisements. If the main keyword does not appear in the most heavily weighted position (such as at the beginning of the title), the system may be more inclined to display the advertisement in the form of an ASIN on the relevant product page.
2、 Advertising matching type
·Matching of similar and related products: Amazon's automatic advertising includes four types of matching: close matching, broad matching, and matching of similar and related products. Among them, the matching of similar products and related products is based on the similarity of the products themselves, so the display results are mostly ASINs.
·The impact of bidding strategy: If the bidding of similar or related products is much higher than that of close matches and broad matches, the system may be more inclined to display these ASINs because their bidding is higher, which can bring more exposure and clicks.
3、 New Product Period Performance
·Insufficient data support: For new products, due to the lack of any data to support keywords, the Amazon platform will not easily assign important search page traffic positions to new links. Therefore, during the new product period, automatic advertising may be more displayed on the pages of similar products, attracting potential buyers in the form of ASINs.
·Traffic allocation logic: Amazon's advertising traffic allocation follows a certain underlying logic. If the new link performs well on the product page, the platform will gradually allocate more search page traffic to that link. On the contrary, if the performance is poor, the traffic will be allocated to other new links that perform well.
4、 Advertising bidding and budget
·Low bidding: If the advertising bidding is too low, it may not be able to grab enough exposure, causing Amazon to misjudge that the link is not related to the keyword, and therefore no longer crawl related keywords, but instead display more ASINs.
·Budget limitations: Insufficient budget may also result in ads not receiving sufficient exposure and clicks, thereby affecting keyword capture and ad display effectiveness.
5、 Optimization suggestions
·Optimize Listing: Increase the number of keywords in the Listing and ensure that the main keywords appear in the most weighted positions (such as the header of the title). At the same time, regularly update and optimize the details page of the listing to enhance the relevance and attractiveness of the product.
·Adjust bidding strategy: Adjust bidding strategies for different matching types based on advertising data to ensure that bids for tight and broad matches are relatively high, while bids for similar and related products are relatively low. Develop a gradient bidding strategy to optimize the display effect of advertisements.
·Monitoring advertising effectiveness: Regularly download and analyze advertising reports to monitor key indicators such as ad exposure, clicks, and conversion rates. Adjust advertising strategies based on data performance, such as increasing budget, optimizing keywords, etc.
Efficiently handling ASINs in Amazon's automated advertising requires a systematic approach to ensure that your advertising budget is effectively utilized and can result in the highest possible conversion rates.
### 1. ** Analyze report data**
-Regularly check advertising reports to see which ASINs have generated clicks and conversions, and which ones have not.
-Identify high conversion ASINs: Identify the ASINs that bring you sales, which may indicate strong relevance to your target market.
### 2. ** Optimize Listing Copywriting**
-* * Fix irrelevant keywords * *: If certain ASINs are causing low-quality traffic or no conversions, check if your listing copy contains vocabulary that may lead to misjudgment and make adjustments.
-* * Strengthen related keywords * *: For ASINs that bring high-quality traffic and conversions, confirm that these ASIN related keywords are fully covered in your listing.
### 3. ** Use negative ASIN**
-Exclude irrelevant ASINs: Add ASINs with high exposure but poor conversion to the negative list to prevent future matches to these non target products.
-* * Reduce wasteful advertising expenses * *: By doing so, potential customers can be more accurately targeted and unnecessary advertising expenses can be avoided.
### 4. ** Adjust bidding strategy**
-Raise or lower the bid for a specific ASIN: Adjust the bid appropriately based on the performance of the ASIN. For ASINs that perform well, increasing bidding can be considered; For those who perform poorly, bidding should be reduced or even stopped.
### 5. ** Create a manual advertising campaign**
-* * Successfully transferred ASINs to manual advertising * *: Transfer valid ASINs discovered in automatic advertising to manual advertising campaigns for more precise control of delivery.
-* * Utilize search term reports * *: Extract valuable search terms from automated ads and use them to build more targeted manual ads.
### 6. ** Monitor and iterate**
-Continuous tracking effectiveness: Maintain close monitoring of new and old advertising campaigns and adjust strategies in a timely manner.
-Making decisions based on data analysis: Continuously optimizing advertising settings through data-driven methods, including elements such as copy, images, and pricing.
### 7. ** Explore different types of matches**
-* * Test broad matching vs. precise matching * *: Try different matching methods to see which one is more suitable for your product and market situation.
-* * Disable undesirable matching options * *: If a matching type continues to produce poor results, you can choose to temporarily disable it.
### 8. ** Enhance product competitiveness**
-Improve product detail page: Ensure that your product page is attractive, including high-quality images, detailed descriptions, and reasonable pricing.
-Accumulate reviews and feedback: Actively encourage customers to leave positive reviews, as more reviews often help improve the credibility and purchase intention of the product.
### 9. ** Consider seasonal and trend factors**
-Adapting to changes in market demand: Taking into account changes in consumer demand over different time periods, adjust advertising strategies in a timely manner.
By using the above methods, you can more effectively manage ASIN issues in Amazon's automated advertising, thereby improving advertising efficiency and overall business performance. Remember, successful advertising operations are a continuous process of learning and optimization.