Amazon Advertising Experience Sharing: What is the structure of a regular product advertisement? How to operate it?

Advertising is a form of product promotion. Sellers who conduct advertising promotion need to pay attention to the following three points to maximize profits.

First, don’t advertise all products in your store at the same time. Choose products that are profitable and are being focused on.

Second, for listings with multiple variations, it is recommended to prioritize the styles and colors that best suit the public’s aesthetic tastes. If you don’t know which style is popular with the public, look at the orders for your listing, or put multiple variations into the ad at the beginning to see which variation is more popular and has a higher click-through rate.

Third, if there are multiple products in a similar series, it is recommended to prioritize the easiest style or the one with a price advantage for launch. Use a single product to conduct low-cost trial and error, and then consider launching other products after summarizing the experience that can be referenced and replicated.

Common ad structures

1. Automatic advertising and manual advertising are turned on at the same time;

2. Each ad group is set up as a single listing.

The most commonly used method by sellers is precise keywords + broad matching. This combination can not only obtain as much traffic as possible, but also avoid the traffic obtained being invalid traffic. In any advertisement, irrelevant words should be promptly denied to avoid affecting the advertising effect.

How should an advertising plan set up an ad bid? Generally, you can consider three aspects:

1. Product gross profit,

2. The system default recommended bidding range:

3. Advertising budget and advertising expectations.

From the perspective of product gross profit, when setting up an advertising plan, the advertising keyword bid can be set to about one-tenth of the gross profit. There is no need to refer to Amazon's recommended bid, because even if the budget is set at US$0.1, Amazon will spend as much of your advertising fee as possible.

Such a setting is mainly based on the consideration of ensuring the conversion rate is as cost-effective as possible. According to the normal product conversion rate of about 15%, assuming that the advertising bidding is one-tenth of the gross profit, it means that every ten clicks can generate 1.5 orders, and the profit brought by one order can offset the cost of ten ad clicks, and the remaining 0.5 orders are the profit brought by the advertisement.

If you do not consider profit and conversion rate, you can refer to the system default recommended bidding range to set it during the advertising setting stage. Although the system recommended bidding range is not absolutely accurate, it often provides a reference range based on the Listing weight coefficient when setting the advertisement and the advertising data of similar listings in the system. Setting the bid according to this range can largely ensure that the advertisement can be effectively exposed, and exposure is the first data parameter to be paid attention to in advertising operation.

How to set advertising bids based on advertising budget and advertising expectations?

Some sellers who are more aggressive in the creation process often expect to see the effect of the advertisement more quickly. Based on such demands, they generally have a larger advertising budget. In this case, the advertising bid can be appropriately higher. When all other variables remain objectively unchanged, the higher the advertising bid, the higher the advertising ranking will be, and it can obtain higher exposure and clicks.

In order for the advertisement to truly play its due role, it is better to have a larger advertising budget. If the budget is limited, at least one basic fact should be ensured: the daily advertising budget should be more than 20 times the bid. The reason is that, based on a normal conversion rate of 15%, 20 clicks can generate about 3 orders. Even if the conversion rate is a little lower, the advertisement should be able to generate 2 orders. Only when orders are generated can the effect of the advertisement be reflected. If the budget is too small and the click data generated is too little, it becomes questionable whether the effect can be shown. Even if the effect is produced after a period of delivery, it is a waste of time to a certain extent.