Sharing the advertising experience of an Amazon seller selling low-unit-price products, with a PPT by an Amazon advertising manager (62 pages)

In order to better control low-value advertisements, strict control should be implemented from the early stages, which requires modifications to be made based on the original advertisements.

Under normal circumstances, our product promotion advertising method is: automatic group + broad + phrase + precise + product delivery.

So let me briefly explain these two methods:

Because it is low value, we cannot have many groups, so we will put all the manual groups into one group, and make a dynamic budget based on your order situation and ROAS. Then someone will definitely say, didn’t we say that the automatic mode should be turned on all the time? Why is the second method not turned on automatically? Because the effect of low-value automatic advertising is much worse than that of high-value advertising, we can give up appropriately in order to save money and control the initial budget. In fact, we still have many ways to know how to choose keywords, and there are only a few root words, and the others are all long tails, and they can also be added according to the words that are widely matched. There is also the product launch. This will only be considered in the later stage if the rankings of major words are stable. What is said above is just a framework, which can be changed in real time according to your own products.

TIP: Flexibly use the bidding for ad positions to place orders quickly!

I think ACOS is a problem that almost all operators are concerned about. It is not as important as you think. It is not important, but it plays a very important role in measuring the quality of your advertisement. Therefore, we need to look at this value objectively and dialectically.

So how do we control it, or how do we optimize it?

At this time, some people will do this: lower the bid and budget. This will certainly control it appropriately, but your order volume will also decrease, which is not the result we want. Our goal is just to place more orders rather than control ACOS as low as possible.

At this point, we have a clear idea. We need to combine ACOs and ROI to analyze what value is the most appropriate. (Each product is different, and the company's positioning is different, so your value will of course be different.)

Here’s how:

1. In the early stage, we can avoid big words and focus on long-tail words first (because the conversion rate of long-tail words is much higher than that of big words, and then add big words in the later stage)

2. Adjust bids and budgets by time and segment. The more detailed the better (adjust according to the peak and trough periods of purchases in the destination country. This needs to be done every day)

3. Regularly and accurately negate invalid words and add new words (new products require 7-10 days of data accumulation)

4. Increase the exposure and conversion of words based on ad space bidding and advertising strategies. (This is a difficult point and requires a report summary)

5. Set up different ad groups based on low-value and high-value products to achieve the best configuration possible.

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