ROAS achieves triple growth! See these points for keyword refinement
Basic information of the seller
As a senior seller who entered eBay early and has a hot account, its business will enter a transition period in 2023, and the publication and operation mode of the items sold will change.
In the face of bottlenecks, we choose to use PLA to improve traffic and sales.
——The seller said
PLA advertising also did not disappoint the seller's expectations. Under the seller's refined operation, combined with PLA's constantly improved product functions, the sales of the store has been greatly improved!
Seller experience sharing
How to set keywords?
★ Expand keyword sources and increase keyword diversity
Source of seller keywords: System recommended keywords, manual positioning advertising search words, intelligent positioning advertising search words
In addition to adopting the keywords recommended by the system, the seller launched both manual positioning advertising and intelligent positioning advertising activities for the same items at the beginning of launch, and combined phrase matching and broad matching in manual positioning to harvest many transformed search words. With the support of real data, the accuracy of keyword placement in later advertising activities has been greatly improved.
★ Search and verify before putting keywords
When the seller launches keywords EBay homepage search bar and Terapeak product research Search for target keywords in the same category of products, verify the relevance of keywords in advance and then launch.
★ Use multiple matching types to ensure the normal exposure of advertising activities
The auto parts category has the characteristics of accurate population, scattered traffic and single search term, so the keyword placement is particularly important.
Auto parts sellers usually include brand, model, product category, year and other attributes when setting keywords, which results in long tail keywords. If only such keywords are put, advertising exposure will not be guaranteed.
At the same time, sellers found that the average ROAS of accurate matching of the same keyword matching was relatively low, so broad matching and phrase matching can help articles to get more traffic. So when sellers suggest putting keywords, Use three matching types to test at the same time (especially long tailed words) In subsequent optimization, the matching type with good performance can be retained.
How to optimize keywords?
★ Optimize once every 1-2 weeks
Adjust keyword bidding, matching type and quantity according to background data; Check the search term report in time to expand the words, replace or screen the existing keywords, and maintain the accuracy of keywords.
Through key Word report adjustment bidding Match Type
View the Exposure, number of clicks, ROAS And other key indicators:
● If all data perform well, it is recommended to increase bidding or match types, and observe whether more conversions can be obtained.
● If the keyword ROAS is high but the exposure is low, it is recommended to significantly increase the bidding to see whether the exposure is improved. If the effect is not as expected, change the matching type before trying.
● If all data of the keyword are poor, it is necessary to check whether the search term corresponding to the keyword is related to the product. For search terms that are irrelevant or cost high or low, it is recommended to consider adding negative keywords to reduce unnecessary costs.
Expand words through search term report
● Find out a single search term
Follow the Sold quantity , it is recommended to add the search term of the order to the keywords for launch.
If the search term is a long tail word, it is recommended to select key information (year, model, etc.) to form a short word launch.
● Look for potential search terms
If the search term has not been ordered, but A small amount of exposure and high click through rate , you can consider adding the search term as a potential term to the keywords for launch.
The seller said
As an important advertising product, PLA has always adhered to the refined operation style. Before doing PLA, we have read many articles on eBay's public account, learned some launch strategies, and understood that keywords are the focus of PLA launch, so we continue to refine and optimize our operational ideas, such as verifying keywords in advance, maintaining enough patience to optimize keywords, and improving the accuracy of keywords step by step, In this process, we have also achieved excellent results, so that our account successfully passed the bottleneck period.
Advertising promotion helps you easily increase traffic
EBay's advertising promotion in the second quarter is in progress! Go to the common mailbox to search for "advanced promotion publication", check whether you have received the promotion related email, and click it to activate the discount!
In addition, PLA promotion should be increased!
If your eBay account received it in the second quarter "75% of the advanced promotion advertisements will save the province, up to 200 dollars/pounds/euros/Australian dollars" If you meet the following conditions during the activity period (from 00:00, April 1, 2024 to 23:59, June 30, 2024, Beijing time), you can continue to enjoy the following advertising expense deduction in the third quarter!
A） At least three eBay accounts have successfully participated in and activated the promotion activities in the second quarter (promotion activity 1);
B） Each eBay account has successfully created at least one PLA advertising campaign on any eBay selected service provider platform (PushAuction, Digital Chief, Tongtu, Business Opportunity SoldEazy) during the "Promotion One" period (from 00:00, April 1, 2024 to 23:59, June 30, 2024, Beijing time).
Cover/Graphic Creativity
(Source: ebay)
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