How to reduce the proportion of advertising and overall ACOS of mature old products? Welcome to leave a message for discussion.
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Product details: The vertical sub categories of household kitchen category rank among the top 8 BSR categories all the year round, and the daily sales volume is about 100.In the past year, 65% of the advertisements were issued, and Tacos 15%. Advertisement: Two groups in total.A group of 50 releases includes the precise+broad matching method of big words and long tail words, and a group of 30 releases is the precise+broad supplement of words.Accuracy: phrases: the cost ratio of broad words is 4:6, and that of core words is 30%.The proportion of orders issued by each location: 65% on the home page, 20% on other locations, and 15% on the commodity page.Overall ACOS: 15%. Location: The advertising positions of core keywords+long tail words are basically in the top four of the home page (high conversion, low bidding+home page premium), the actual single click cost is about 0.2 dollars lower than the suggested bidding price, and the natural positions are basically in the front and middle of the home page. Particularity of product performance: if you look at external data, it's a good link, but the actual profit performance is not ideal. Most of them rely on advertising alone, and advertising costs remain high.In general, the proportion of advertising orders is too high because the natural position is behind, and the advertising position is higher than the natural position.However, the weight of the old product is very high. The advertising position is basically on the home page (don't waste it), and the natural position of the core keywords ranks in the top 10. There is little room for the position to rise. Moreover, the data of the original advertising group is very stable, and there is no way to start. Appeal: reduce the proportion of advertising and TACOS while stabilizing the amount of orders. Next steps: 1. Reshape advertising and separate key words.The single group of core big words is launched accurately. After the data is released, the original advertising group's bidding is reduced until it is closed.The key keywords are separately budgeted and the number of orders is controlled by the cpc, so that the position of big words can be closer and more stable, and the advertising position is stable on the home page. 2. The same root of middle and tail words shall be put into classified phrases, and the appeal is the same as above. 3. After the separation of advertising words, the original advertising group will launch the basic remaining broad matching method, and control the budget (gradually reduce to the node that has an impact on the unit quantity). Difficulties: 1. Don't dare to reduce the budget on a large scale to avoid affecting the order issuance. 2. They dare not lower the cpc, and worry about affecting the advertising space. 3. The overall cost will increase during the launch of single word group. 4. The original advertising group has many advertisements and data, and its performance is stable with high weight. 5. The words are very scattered. If you have experience and views in this regard, welcome to exchange new ideas.
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At present, the proportion of advertising orders is too high, and your keyword natural ranking has been higher. At this time, you can lower the CPC and try to let the natural position order.You can reduce the CPC slowly, such as 0.1.0.2 dollars;Of course, we can reduce the price a little more and cooperate with the promotion.It is not good if the advertising space and natural space are on the home page.Put the advertisement on the next page or two, so that the product can be exposed more widely.After lowering CPC, pay more attention to the change of natural position.
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