Amazon multi-variation advertising management tips

1. The variants that cost more money have fewer orders and higher ACoS; the variants that cost less money have more orders and lower ACoS. In this case, the overall advertising effect of the listing is not ideal. When multiple variants are launched under the same campaign, the budget of the variants cannot be controlled, and a certain variant cannot be optimized separately. At this time, we recommend that you single out the variants with good (poor) effects.

Above: Product 1 costs more and has a high ACoS, while Product 2 costs less and has a low ACoS;

2. The ACoS effects are similar, but there is a clear bias in traffic. For sellers, it would be best if every variant sells well. For the phenomenon that some variants consume traffic, it is also necessary to consider separate delivery.

Above: The difference between product 1 and product 2 ACoS is not big, but the click rate is obviously biased;

In addition, the following points need to be noted during ad delivery:

1. Variant Inventory Management

Pay attention to the inventory status of variants in a timely manner. When the inventory is insufficient, consumers may have concerns about the arrival time of the product, which will affect conversion. If the ACoS fluctuates greatly during the out-of-stock period, you can consider pausing the advertisements of the corresponding variants and pausing the keywords of the corresponding models or colors to avoid unnecessary expenses. Of course, after confirming that the inventory is stable, you need to enable the variants and related keywords in time.

When red words reminding you of inventory appear on the product page, you need to pay attention to the conversion rate.

2. How to deal with variants that are removed from Amazon?

Many sellers may have experienced variants being removed from the shelves by Amazon. Once a variant is removed from the shelves, it cannot be put online for a short period of time, but the variant-related keywords continue to be spent. At this time, we need to stop the loss in time and suspend the variant ads and the corresponding related keywords.

3. How to deal with the situation where some variants are snatched from the shopping cart?

Some variants were robbed of shopping carts, resulting in a decline in overall conversion. We have also encountered this situation before. The conversion rate of product A continued to decline. Through keyword data, we found that the conversion of almost all keywords was declining. After checking the product details page, we found that several variants whose ads were suspended due to out-of-stock were robbed of shopping carts. The reason was that the seller raised the price of the variant to 3 times the original price, which affected the conversion rate of other variants on sale. So we decisively suspended the ads of all variants to avoid continuous advertising spending.

Summarize

In the process of variant advertising, it is not advisable to throw all variants together or run an ad for each variant. Only by using data can we truly manage variants. We should not only focus on keywords, but also understand the performance of each variant and adjust the advertising strategy of the variant according to the variant situation.