How to adjust if the proportion of advertising orders exceeds that of natural orders?What should I do to make the position of keywords higher?
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Hello, everybody My product has been on the market for almost a year. At present, according to one month's data, the proportion of advertising orders has reached 70% - 80%. Of course, the number of orders is poor, but the overall number of orders is OK, so the ranking of sub categories can always hover in the top 10,The current dilemma is that there are too few natural words, and I have used Western search and SIF to search for my keywords. I find that my position is at the end of the first page or even the second or third page, whether it is the subject or some other words. Even though I am currently in the 10 position of the sub category, most keywords are relatively backward. I see that other people use natural advertising as an auxiliary tool, so advertising is less than natural advertising. But my current situation is that advertising is far more than natural advertising. What should I do to make keywords more forward,I hope to reduce the proportion of advertising orders and increase the proportion of natural orders, because too many advertising orders lead to good sales but no profit. The profit is spent on advertising. Please help me.
First of all, you can check whether most of your keyword ads, SP ads (non ASIN), and placement clicks go to the details page?If the approximate rate leads to the limited role of advertising in promoting your search weight, it also leads to the long-term high dependence on advertising. Two factors must be met to promote the natural ranking growth of keyword A through advertising: 1. Most of the clicks/conversions at placement are focused on top search and other location searches, and the conversion of product pages can't directly promote the growth of search rankings, because even if you advertise keywords, if most of the clicks/conversions are focused on product pages, it means that the buyer has searched for word A and clicked on other products under word A,When you see your ad position on the detail page of other products and then enter it to generate click/conversion, this transaction environment cannot directly promote the natural ranking of keywords.I once converted 100+times a month to a certain keyword, but the first two pages of the natural ranking of keyword search could not be seen. After a background check, it was found that 90% of the clicks/conversions were concentrated on the product page.
2. The content of search terms is consistent with your keywords. If you type the word Bluetooth speaker, but the click conversion of search team is basically white Bluetooth speaker, it must be more obvious in the natural ranking of the latter.This is mainly the case of extensive and phrase matching that needs to be checked, and precise matching is relatively rare. If you want to push the keyword natural search ranking of A word, I suggest the main advertising directions are as follows: 1. A big words are widely used/phrases are matched, and placement focuses on the top search location,The bid value should be filled in the bidding range of the top search, or the bidding range of other search locations (this can be judged by the data of placement running for a period of time). The bidding method should be judged according to your actual exposure effect. If the exposure is stable, click stable, and the fixed bidding is no problem. If the exposure is not stable (low, it is difficult to get data out),In the early stage, you can use up and down to pry data.In the end, most of the hits of this ad group are concentrated in the top search location or other search locations, and they are also located in the A word. If the matching method is extensive/phrase, on the one hand, it can meet some of the requirements of the so-called "small words run large words"; on the other hand, it also runs large word top positions, and the word/extensive matching method, the bid cost is lower than accurate matching.
2. First summarize under the word A, collect your competitors of the same model (with high substitutability) who rank top naturally (preferably under the 48 pits of the largest page on the PC, the top 24, and finally these competitors not only rank top naturally under the word A, but also top naturally under the long tail word A), and then launch SP ASIN ads to locate these ASINs,Placement is the same as running top search and other location search. The search exposure logic of ASIN advertising is: for example, if you locate the A Race to Run ASIN advertising, buyers search for certain keywords, and see the position of A Race to Run (advertising position or natural position), your advertising position will also be paired with A Race, and the associated exposure will be in the keyword search position.The click/conversion generated by the search position of the ASIN advertisement can also promote the natural ranking growth of keywords. The advantages of this method are: the same keyword top search position requires lower bid value, and the disadvantage is that there is no way to invest in/follow up the performance of specific keywords, so we need to first collect the competition for ASIN with high keyword ranking relevance.
3. Category advertising, through collecting the competitive information of the same category with high keyword relevance, summarizes their brand, comments, prices and other information, and selects these information in detail when launching category advertising.Placement and ASIN advertising run the same logic of search location, and category advertising has the same disadvantage as ASIN advertising, which can not track the data of specific keywords.But the most important thing about it is that the bid requirements can be particularly low when it runs search for the top position. The actual cost of $0. X may stabilize the top search position. The cost performance ratio is extremely high, because there are few sellers running search for the top position through category ads at present, and there is less competition among advertisers.
4. Precise matching. In the time when there is a large opportunity for listing conversion, such as during the period of deal and large amount of coupon, we can consider opening accurate matching, because the above three methods are all indirect ways to run the search of A word to expose the click, which may be more extensive and phrase related.The accuracy is to directly run the search position of the big word itself. If the conversion is good, the natural ranking under word A will increase, and the expected effect will be more significant.Of course, the disadvantage is that the search page that accurately matches the big words will have a high bid value, so the conversion rate needs to be guaranteed, otherwise the cost will be very uncomfortable.
5. Other advertising types, such as SBV SD SB DSP, have relatively weak promotion effect on keyword ranking. Targeted SP advertising is the most effective and controllable way to promote keyword natural ranking.With regard to automatic advertising, under certain conditions, it can be supplemented. For example, under tight matching or broad matching, placement can also be used to search for locations.
The above five top search/other location search methods are carried out synchronously or in part, and ultimately achieve the search position of A-word from different matching methods, advertising types, and bidding levels (advertising space competition level). The purpose of advertising is to focus on the natural ranking of A-word.
Some additional additions are: During the period of promoting the growth of product keyword ranking, in addition to advertising effect, the performance of variance value in advertising data is also very important. The smaller the variance, the higher the stability of data performance, and the greater the stability of keyword growth. For example, if the variance is relatively large, it may be 70 times in the first half of the month and 30 times in the second half of the month.If the variance is small, the first half month and the second half month are basically 55 or 64 points.The greater the variance, the greater the volatility in the process of keyword ranking growth.
First of all, you can check whether most of your keyword ads, SP ads (non ASIN), and placement clicks go to the details page?If the approximate rate leads to the limited role of advertising in promoting your search weight, it also leads to the long-term high dependence on advertising. Two factors must be met to promote the natural ranking growth of keyword A through advertising: 1. Most of the clicks/conversions at placement are focused on top search and other location searches, and the conversion of product pages can't directly promote the growth of search rankings, because even if you advertise keywords, if most of the clicks/conversions are focused on product pages, it means that the buyer has searched for word A and clicked on other products under word A,When you see your ad position on the detail page of other products and then enter it to generate click/conversion, this transaction environment cannot directly promote the natural ranking of keywords.I once converted 100+times a month to a certain keyword, but the first two pages of the natural ranking of keyword search could not be seen. After a background check, it was found that 90% of the clicks/conversions were concentrated on the product page.
2. The content of search terms is consistent with your keywords. If you type the word Bluetooth speaker, but the click conversion of search team is basically white Bluetooth speaker, it must be more obvious in the natural ranking of the latter.This is mainly the case of extensive and phrase matching that needs to be checked, and precise matching is relatively rare. If you want to push the keyword natural search ranking of A word, I suggest the main advertising directions are as follows: 1. A big words are widely used/phrases are matched, and placement focuses on the top search location,The bid value should be filled in the bidding range of the top search, or the bidding range of other search locations (this can be judged by the data of placement running for a period of time). The bidding method should be judged according to your actual exposure effect. If the exposure is stable, click stable, and the fixed bidding is no problem. If the exposure is not stable (low, it is difficult to get data out),In the early stage, you can use up and down to pry data.In the end, most of the hits of this ad group are concentrated in the top search location or other search locations, and they are also located in the A word. If the matching method is extensive/phrase, on the one hand, it can meet some of the requirements of the so-called "small words run large words"; on the other hand, it also runs large word top positions, and the word/extensive matching method, the bid cost is lower than accurate matching.
2. First summarize under the word A, collect your competitors of the same model (with high substitutability) who rank top naturally (preferably under the 48 pits of the largest page on the PC, the top 24, and finally these competitors not only rank top naturally under the word A, but also top naturally under the long tail word A), and then launch SP ASIN ads to locate these ASINs,Placement is the same as running top search and other location search. The search exposure logic of ASIN advertising is: for example, if you locate the A Race to Run ASIN advertising, buyers search for certain keywords, and see the position of A Race to Run (advertising position or natural position), your advertising position will also be paired with A Race, and the associated exposure will be in the keyword search position.The click/conversion generated by the search position of the ASIN advertisement can also promote the natural ranking growth of keywords. The advantages of this method are: the same keyword top search position requires lower bid value, and the disadvantage is that there is no way to invest in/follow up the performance of specific keywords, so we need to first collect the competition for ASIN with high keyword ranking relevance.
3. Category advertising, through collecting the competitive information of the same category with high keyword relevance, summarizes their brand, comments, prices and other information, and selects these information in detail when launching category advertising.Placement and ASIN advertising run the same logic of search location, and category advertising has the same disadvantage as ASIN advertising, which can not track the data of specific keywords.But the most important thing about it is that the bid requirements can be particularly low when it runs search for the top position. The actual cost of $0. X may stabilize the top search position. The cost performance ratio is extremely high, because there are few sellers running search for the top position through category ads at present, and there is less competition among advertisers.
4. Precise matching. In the time when there is a large opportunity for listing transformation, such as during the period of deal and large amount of coupon, we can consider opening accurate matching, because the above three methods are indirect to run the search of A word, exposure and click, which may be more extensive and phrase, relatively high relevance.The accuracy is to directly run the search position of the big word itself. If the conversion is good, the natural ranking under word A will increase, and the expected effect will be more significant.Of course, the disadvantage is that the search page that accurately matches the big words will have a high bid value, so the conversion rate needs to be guaranteed, otherwise the cost will be very uncomfortable.
5. Other advertising types, such as SBV SD SB DSP, have relatively weak promotion effect on keyword ranking. Targeted SP advertising is the most effective and controllable way to promote keyword natural ranking.With regard to automatic advertising, under certain conditions, it can be supplemented. For example, under tight matching or broad matching, placement can also be used to search for locations.
The above five top search/other location search methods are carried out synchronously or in part, and ultimately achieve the search position of A-word from different matching methods, advertising types, and bidding levels (advertising space competition level). The purpose of advertising is to focus on the natural ranking of A-word.
Some additional additions are: During the period of promoting the growth of product keyword ranking, in addition to advertising effect, the performance of variance value in advertising data is also very important. The smaller the variance, the higher the stability of data performance, and the greater the stability of keyword growth. For example, if the variance is relatively large, it may be 70 times in the first half of the month and 30 times in the second half of the month.If the variance is small, the first half month and the second half month are basically 55 or 64 points.The greater the variance, the greater the volatility in the process of keyword ranking growth.
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