1、 The key steps and timing of advertising optimization
Attribution cycle of advertising
Amazon advertising has a concept of attribution cycle, which simply means that it may take several days for buyers to click on an ad and make a final purchase. The attribution cycle of CPC advertising is usually 7 days, which means that when adjusting the advertisement, you need to consider the time span of these days and not easily adjust the advertisement due to short-term data fluctuations. The adjustment cycle of keywords generally requires observing the advertising effect of products for 3-5 days. If it is a new advertising campaign, usually the data will gradually stabilize after 72 hours, and observing for a few more days will make the effect clearer. Special categories may need to adjust the observation period flexibly according to specific situations.
2、 Tips for advertising optimization
When optimizing advertisements, you may encounter the following common problems and can refer to these tips:
High exposure but low click through rate: Optimize the main image to make it more attractive. Low exposure but high click through rate: Increase bid to gain more exposure.
Low click through rate but high click through rate: Slightly lower the bid to control costs.
High click through rate but unsatisfactory production ratio: Increase daily budget and try to boost sales. High click through rate and high click through rate: Get ready to welcome sales growth and start increasing inventory. If exposure is low and click through rates are low but conversion rates are high, increase bids to gain more exposure. If exposure is high but click through rates are high and conversion rates are low, stop advertising decisively and do not waste budget. Low click through rate but high conversion rate: Increase your bid and make this keyword your "hot selling" keyword. High click through rates but low conversion rates: Reduce bids, control costs, and re-examine the value of this keyword. 3、 Common Advertising Issues and Solutions
What if a new advertising campaign is not exposed?
Waiting for stability: New activities usually require a wait of 72 hours to have stable traffic.
Check competition: Check if there are other advertising campaigns occupying traffic.
Optimize keyword embedding: Ensure that keywords are reasonably distributed in the title, five point description, details, and A+, and try not to split phrases as much as possible
Enhance Relevance: Improve the relevance between keywords and pages, increase historical click through and conversion data.
Avoiding duplication: To prevent flow restrictions caused by repetitive advertising campaigns.
What should I do if I can't reach the top of the big word even if I raise the bidding price?
Adjust matching type: Try different keyword matching methods and test their effectiveness.
Try changing the ad type: for example, while playing SP ads, play SB or SBV ads with less competition, making it easier to reach the top page.
Competitor placement: Place advertisements on competitor pages and intercept their traffic.
Related long tail keywords: By optimizing long tail keywords, the overall keyword weight can be increased,
What should I do if the conversion of advertising campaigns suddenly deteriorates? Check attribution: Analyze the proportion of advertising expenses to avoid frequent adjustments that may affect traffic stability. Identify reasons: internal factors such as negative reviews, inventory issues, and page violations. External factors: such as intensified competition, decreased consumer willingness, and the emergence of new competitors. Regarding adjustments: addressing internal factors or adapting to external factors, gradually optimizing advertising strategies. What should I do if the effect is poor after picking up the single word? Evaluate traffic: Confirm whether the traffic and relevance of the word are sufficient. Optimize page: For high traffic and high relevance words, optimize the page to increase conversion. Adjust bidding strategy: For words with poor performance, adjust the bidding strategy, observe the effect, and decide whether to continue advertising. Where do we start advertising for new products?
Test recognition: Activate automatic advertising for close matching and targeting of similar products, and test platform recognition. Test acceptance: Select 5-10 core traffic keywords for precise matching and fixed bidding, observe click through rates and conversion rates. Optimize keyword embedding: Adjust the distribution of page keywords based on test results.
6. Where to start adjusting advertisements that take over old links?
Low expectations: Conduct regular keyword and bidding adjustments
High expectations: Refactoring the advertising framework, utilizing high traffic and high conversion main ads, gradually replacing the old settings.
Learn from predecessors: Analyze the advertising strategies of successful operators and optimize them based on their own situation:
How to reschedule after a period of stockout?
Centralized advertising: After resuming sales, focus on the keywords and advertising spaces that performed well before the budget is allocated.
Optimizing pages: increasing page conversion rates to ensure gradual recovery of advertising effectiveness
Avoid frequent stockouts: Maintain stable inventory and reduce the difficulty of re stocking.
8. Are the keywords grouped together or separated?
Group advertising: Reasonably group advertising based on keyword relevance and traffic characteristics. If it can be combined, then it can be combined.
If the overall performance is acceptable, it will be merged; if it is poor, it will be optimized separately. Gradual optimization: For keywords with poor performance, adjust bidding and strategy separately. If it doesn't work, drop them.