On the Amazon platform, sellers who adopt a white hat strategy typically rely on on on on site advertising to increase product visibility and sales.
The following is an analysis of the causes of several common advertising problems and corresponding solutions:
1、 Reasons and solutions for low advertising display and click through rates:
1. Low display volume: It may be because the bidding for keywords is too low.
2. Insufficient keyword quantity: A large number of keywords highly related to the product need to be added.
3. Inappropriate keyword matching method: Generally, the display volume of extensive matching is greater than that of phrase matching, and phrase matching is greater than precise matching. Select the appropriate matching method based on product characteristics.
4. Inaccurate keyword selection: If the advertisement contains keywords with low relevance to the product, it will lead to poor relevance.
5. Short running time of advertisements: Advertisements require a certain amount of time to accumulate data.
Judgment criteria:
Run for at least 30 days and have a display volume exceeding 3000.
-Increase bidding for keywords with low display volume and continuously observe indicators such as display volume, click through rate, CPC, and Acos within 3-5 days.
-When selecting keywords, pay attention to their relevance, search popularity, and other indicators. Avoid choosing keywords with low search popularity, as this may lead to insufficient display volume.
-For core keywords (word count ≤ 3), all three matching methods can be used.
-For long tail keywords (with more than 3 words), precise matching is more suitable.
-Solution:
1. Use advertising reports to select keywords.
2. Use keyword tools to select keywords.
3. Adopt the word selection method from A to Z.
-Enhancement strategy:
1. Increase the bidding ratio for the homepage of the advertising space by 10%, and if the effect is not satisfactory, increase it by another 10%.
2. Adjust the bidding strategy of the advertising campaign to dynamic bidding - increase or decrease.
3. For keywords that require an increase in display volume, gradually increase bidding and control the range between 0.03-0.05.
4. The above two or three methods can be used in combination.
Analysis and solution strategies for several situations of high ad display but low click through rates, low click through rates and low conversion rates, and high click through rates but low conversion rates:
High ad display but low click through rate:
Reason: Despite the popularity of the keywords, consumers did not enter the listing through advertising clicks, which may be due to issues with the title, image, price, or review, or low product relevance.
Solution: Review and optimize the copywriting of the listing to ensure that the advertising content is highly relevant to the product.
Low ad clicks and conversions:
Reason: It may be due to inaccurate traffic, lack of competitiveness in the product, or intense market competition.
Solution: Optimize the product page to ensure clear expression of images, details, and selling points; Match core keywords; Maintain good product reviews.
High ad clicks but low conversions:
Reason: It may be due to unreasonable pricing, low keyword matching, or insufficient differentiation from competitors.
Solution: Focus on product exposure and avoid using keywords that are too obscure; Ensure accurate category selection and title keywords for the listing; Increase bidding to gain more exposure; Check the completeness of the listing, including title, brand, description, etc.
In addition, the following points should be noted:
The bidding and keywords of advertisements need to be balanced, and low bidding may lead to insufficient exposure.
The pricing strategy should be reasonable to expand the target customer base.
Not all products are suitable for advertising, advertising is more suitable for products with fewer competitors and higher profits.
Before advertising, ensure that the listing has been optimized and has a golden shopping cart.
Sellers need to realize that advertising placement does not immediately bring exposure and clicks, it takes some time to produce results. If the advertising space is poor or the keywords are too cold, it may lead to inefficient advertising performance. In this case, it is possible to consider adjusting keyword strategies or increasing bidding. If the data shows abnormalities, a combination of manual and automatic matching advertising plans can be used to monitor the performance of different keywords and optimize accordingly.
Finally, if the advertising effect is poor, it may sometimes be due to issues with the product itself, rather than just a problem with the advertising strategy. When implementing advertising strategies, it is necessary to consider multiple factors comprehensively and make adjustments according to the actual situation.