Talk about the purpose of advertising from the proportion of natural orders. Cognition determines whether advertising can succeed
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Talk about the purpose of advertising from the proportion of natural orders. Cognition determines whether advertising can succeed
Recently, a seller friend C came to me for communication. The problem of seller C is that the product can be searched in the foreground, and the keywords are also included by Amazon.But every day, you can only rely on advertising, which is very popular. Have you ever met this situation?
Obviously, this problem means that product orders are advertising orders, and there are few natural orders.The first thing is to check the keyword ranking and see whether the natural ranking of keywords is on the home page.
It can be seen that seller C's product keywords rank relatively low naturally. In this case, it is difficult to have a natural order.
(The screenshot is from Xi * looking for words)
Of course, what is the other case?The natural ranking of keywords is already on the home page, but the advertising ranking of keywords is higher.For example, the keyword women dresses naturally ranks in the middle of the home page, and the ads for women dresses naturally rank at the top of the home page.
After searching with the keyword "women dresses", the consumer clicks on the advertising position of women dresses at the top of the search results and places an order directly. That is an advertising order.
Two conditions are required for a high proportion of natural orders.
One is the natural ranking of keywords as high as possible, and the second is that the natural ranking of keywords is higher than that of advertising.When the natural order of the product accounts for a high proportion, the product is more likely to be profitable.Of course, if the profit of some products is far higher than the acos of advertising, it can also be profitable simply by advertising orders, and such products are naturally rare. The troubleshooting steps for low proportion of natural orders should be as follows:
1. Check whether the words in the advertisement are keywords or ASIN. You should know that ASIN promotes related traffic rather than search traffic, which is relatively poorly controllable. 2. If the words in the advertisement are keywords, what is the matching method of the advertisement?If it is not an accurate match, the sustainability of improving the keyword weight will be poor. 3. Finally, compare the natural ranking of keywords with the advertising ranking.
How to improve the natural ranking of keywords?The most direct and effective way must be the Amazon advertising, especially the accurate matching in the SP advertising.
What is the purpose of Amazon advertising? If in the seller's perception, advertising is only for order, then the advertising method lacks guidance.Personally, the purpose of advertising is not to advertise in the future.How to understand this sentence?When a product is newly launched, there is no natural flow. Because the product does not have a natural ranking of keywords, it is necessary to attract orders through advertising to improve the natural ranking of keywords. Therefore, advertising is a means to make the product have a natural flow.Many sellers have always accounted for a high proportion of advertising. If the advertising fee is reduced, the product will not be ordered.It is very likely that there is no advertising to promote the thinking of keyword ranking, and only focus on the order or acos level.
Imagine that if 10 advertisements can be issued every day, but the words of these 10 advertisements are scattered, then the promotion of these 10 words is not obvious. If the advertisement is suspended, it is likely to continue to lose its ranking and then no orders will be issued. Therefore, whether the better solution is to find suitable keywords and then push them to a very high position,And can reduce advertising keyword ranking still does not decline.
Note: The content of communication with Seller C has been authorized by Seller C. If Seller C cares, it will not be shared. I still pay great attention to personal privacy and respect everyone's ideas.This is true of all previous posts.
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Cross border barley-Eight years of cross-border experience, plus our V: y16274443976
I think the idea of the subject's sharing is quite correct But I think one detail is that I found that Amazon's advertising position and natural position are not completely constant when searching keywords in the foreground in the traceless mode On the one hand, it will vary with the query time of the day. To put it bluntly, it is a question of the competition degree of the advertising words and whether the budget of the advertising group is sufficient On the other hand, it will vary with the change of zip code. You can try it yourself. Of course, not all words will be like this, but I have tried some of my own words
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