Amazon Advertising Case Study (I)

Q: I’m currently working on a product in a certain red ocean category, but the ad click cost is too high, with an average of 1 to 2 US dollars per click, and the click rate is low, averaging less than 0.3%. For a product that costs 20 US dollars, the ACOs often soar to the sky. How can I effectively reduce the click cost?

A: First of all, we need to know the components of acos, acos=advertising expenses/advertising sales.

If we want to lower ACOs, we only have two options: one is to reduce advertising costs, and the other is to increase advertising sales.

Here are my tips for reducing your advertising costs:

1. Limit the buyer search terms with low conversion rates and switch to buyer search terms with high conversion rates (you can limit them by using negative keywords)

2. If it is automatic advertising, negate the ASIN of the product details page with poor conversion

3. Continuously analyze advertising reports and slowly convert large and broad keywords into small and precise keywords (if small keywords are all high-conversion keywords, you won’t waste unnecessary advertising costs)

Here are my tips for increasing your ad sales:

1. Undoubtedly, the first thing is to increase the link conversion rate

(1) Test images and select the ones with the best conversion rate

(2) Manipulate the homepage reviews and include as many videos or product pictures as possible

(3) Compare prices with competitors to see if you have an advantage

(If the profit margin is not good, urgent small batches will be shipped by air, and other large batches will be shipped by sea as much as possible)

(4) Browse more negative reviews of the product, identify pain points, upgrade the product, and optimize the copywriting

(5) Find out the main questions buyers have about the product and manipulate Q&A. Because it takes a long time for buyers to contact sellers to get answers, Q&A can directly allow buyers to get answers.

(6) A+ pages are a must.

2. Continuously test ads, select long-tail words with high conversion rates, and continuously increase the number of long-tail words delivered

(For red ocean products, hundreds of precise long-tail keywords are no problem)

- END -

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