Amazon CPC advertising operation skills

Hello, I’m Regan, an entrepreneur who has been working at Amazon for four years.

Before explaining the skills, let me briefly introduce the basic knowledge related to advertising:

Advertisement level:

Advertising portfolio: control the total budget, aggregate all advertising campaigns for the same product (or a series of actions), and manage advertising campaigns for different products

Advertising campaigns: mainly control bidding strategies and budgets for different advertising groups.

Ad groups: Ad groups are more about controlling bids. Different keywords can be divided into different ad groups.

Summary: Ad portfolio > Ad campaign > Ad group

CPC advertising indicators explained in detail:

1. Ad start time: Automatically set the start time

2. Ad end time: No end time

3. Advertising budget: The total amount of money spent within a certain period of time, such as per day or per month. Although a daily budget is set, the budget will fluctuate by 10%-20% every day.

4. Impressions: Strictly speaking, it is not the number of times a buyer sees your product, but the number of times your product ad is displayed on the search results page.

5. Number of clicks: The number of times the ad is clicked by different users within a certain period of time (clicks from Chinese IP addresses are free of charge)

6. Click-through rate: equal to the number of clicks divided by the number of impressions

7. Spending: refers to how much money was actually spent on advertising within a certain period of time.

8. CPC: This is the bid price, which is actually an average value. , the advertising cost divided by the number of clicks in the past period of time

9. Orders: Orders generated by advertising

10. Sales: Sales generated by advertising

11. Advertising cost of sales (ACOS): advertising expenditure/advertising sales as a percentage

12. Conversion Rate : Equal to the number of orders divided by the number of clicks.

13. Return on advertising expenditure (ROAS): equal to advertising sales/advertising expenditure. It is generally normal to keep it above 2.5, but it is difficult for new products to achieve this effect and needs to be optimized.

14. Acoas: Advertising expenditure/total sales Advertising expenditure as a percentage of total sales (a reference indicator for products with low average order value)

CPC ad placement

Currently, there are two possible locations where Amazon ads may appear:

Search page: Amazon will reserve display space for listings with PPC ads on the search results page. The listings may appear above, below, in the middle, or on the right side of the search results.

Ads appear directly in Amazon product search results, at the top, middle, and bottom of product pages.

What to do if your ad is out of inventory

Out of stock within two weeks:

High discounts + high-budget advertising can quickly increase the number of orders and improve the ranking. After restocking, the ranking will be reduced. After the product arrives, maintain a stable advertising budget and reduce discounts.

Out of stock for more than two weeks:

Raise prices + reduce advertising budget, increase sales time, high discounts + high budget advertising to quickly increase sales

Preparation before advertising:

1. Check whether our listing is optimized

2. Whether keywords are screened and analyzed

3. Is the image optimized?

4. Product Pricing Strategy

5. Number of star ratings for the product

6. Does the product have a shopping cart?

7. Ensure adequate inventory

The key to advertising is quality rating

Same bid: High quality score, higher ranking.

Bids are different:

1. High quality rating, save money

2. Low quality score, burning money

Ad positions with higher bids are not necessarily at the front, so don’t raise your bid blindly.

How to optimize your ads:

Time planning: Pay attention to changes in advertising data every day, but do not change ads every day (because advertising data is delayed)

Optimization direction:

1. First adjust the words: adjust according to the Acos

If acos is less than gross profit margin, increase bid and gradually move keyword advertising position up to the previous page

Acos is greater than gross profit margin, and the bid cannot be increased. At this time, evaluation is needed (to improve conversion), lowering Acos, or eliminating keywords.

2. Adjust exposure and clicks without orders: optimize from high to low clicks

More keyword exposure, more clicks, total cost > gross profit , evaluators artificially lower acos in order to increase the advertising score, reduce subsequent bids, or pause keywords.

The keyword exposure is small and the clicks are small. The total cost is less than the gross profit. The keyword bid is gradually increased to the previous page. Continue to observe.

3. Adjust orders without clicks

First check whether the keyword can be on the homepage. If it is, there is no need to adjust the bid and optimize the click-through rate factor. If not, gradually adjust the keyword ad position to the homepage