The proportion of Amazon's advertising orders is too high. Must it be that the natural position under certain keywords is lower than the advertising position?Is it necessarily bad that the proportion of advertising sheet is greater than that of natural sheet?Briefly analyze and make decisions according to the actual situation
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In the process of operation, we often encounter the situation that the advertising list is more than the natural one. Generally speaking, this situation will occur in the stage of new product promotion. So the problem must be that the natural position under certain keywords is behind the advertising position?Is it necessarily bad that the proportion of advertising sheet is greater than that of natural sheet?The following is my brief analysis logic, which I hope will be supplemented later.
1. Time period If the product is a new product, it has not been promoted for a long time, and there is almost no natural order. The order is only issued through advertising, and the budget is limited. This is normal If the product has been promoted for a period of time and there are certain data, both the natural bill and the advertising bill, but the proportion is unbalanced, the reason needs to be analyzed If the proportion of advertising is still high after a long time of product promotion, other factors need to be considered 2. Cause analysis Download the data within a certain range of the business report product (parent) and all ad click data of the product at the same time, including the closed advertising activities in the same time period, and download all order data in the same time period A. The number of page views in the business report subtracts the total number of clicks in the advertisement, and the number of clicks is the natural number of views (this logic may not be so rigorous, but it is only for reference. If there is a better calculation logic, you can teach me more and earnestly) For the right or wrong problem of this conversation number - advertisement click=natural click calculation logic, I feel meaningless, a little funny, a little waste of time, self consumption
In fact, before we understand the logic of right and wrong, we need to judge whether the number of pages and ad clicks is UV or PV. This programmer may understand that if the number of sessions is UV and the number of ad clicks is also UV, then subtract the number of ad clicks from the number of sessions. If PV is defined, subtract the number of ad clicks from the number of page views. I wonder if we can get it here.
I can't give a clear definition because I don't know how the foreground source code views the fixed UV and PV code, or where the UV and PV count data is, so I can't give the actual verification, but I think the definition of UV will not be based on IP alone, that is, the number of sessions is not only calculated according to the logic of fixed IP,There should be other factors that judge UV as a secondary factor, but I don't know.Because people can move and IP can move, the device will be used by different people
So I think: The same IP address, the same search path, click the same product multiple times, UC is once, PV is multiple times, With the same IP address and different search paths, click the same product several times, and UC and PV are both multiple times,
So my understanding is: 1. Number of ad clicks: for the same IP, click the same product ad position three times and refresh five times through different search paths within 24 hours, so there are three ad clicks, three business report sessions, eight business report page views, and the same IP, click the same product ad position three times and refresh five times through the same path within 24 hours,There will be one advertisement click, one conversation and eight page views 2. Within 24 hours in the business report, the same IP clicks the advertising position or natural position of the same product three times through different search paths, and the number of sessions is also counted into three times. Within 24 hours, the same IP clicks the advertising position or natural position of the same product three times through the same search path, and the number of sessions is counted into one time only But no matter what is the use of right or wrong, the calculated data is definitely not accurate. The data will not be disclosed officially, and we will not know the accurate data
The core of this article is to guide thinking, not to do scientific research. We do Amazon to ensure that constant data is used as a reference value to judge the proportion of fluctuations. We do not know the specific amount, but it is OK to measure a high or low level. This analysis is aimed at analyzing the proportion of traffic. If we think that the data is different or incorrect, we can ignore it and do not use it as a reference,When I discussed this afternoon with my friends, I found that this problem was really a long time ago, but it was meaningless and there was no answer. I searched for the simplest calculation method later, without considering so many factors
B. The natural order is obtained by subtracting the order quantity of the advertisement in the same time period from the total order quantity of the product in the same time period (the attribution problem is not considered here, and if there is no certain quantity, the attribution order quantity can be ignored) C. Advertisement list/number of advertisement clicks=advertisement conversion rate D. Natural orders/natural clicks=natural conversion rate Possible situations: a. Advertisements have more clicks than natural ones, and advertising orders have more clicks than natural ones. The conversion rate is close to b. There is little difference between the number of ad clicks and the number of natural clicks. There are more ad orders than natural ones, and the conversion rate of ads is greater than the natural conversion rate That is to say, whether it is a traffic difference or a conversion rate difference Flow difference: Judge the source of advertising traffic, SP, SD, and SB. The type of advertising that brings the most traffic. If the keyword based traffic analysis can remove the SD/SB traffic, analyze the SP and natural order traffic again. If the situation a still occurs, continue the analysis We can sort the keywords included under the traffic comparison link, and at the same time, we can see the traffic proportion of nature and advertising, and then optimize the keywords with low natural proportion. Refer to the ranking. If the natural position is very far behind the advertising position on the same page, and the duration is very long, we need to consider whether to reduce the advertising CPC,Control the advertising position a little in front of the natural position or behind the natural position. How to adjust it? At present, we are considering the CPC and bidding mode to test. I don't know whether AI has this function Or find ways to increase natural traffic, such as buy with it, such as post, other competing videos, etc Conversion rate difference If the difference between the number of ad clicks and the number of natural clicks is small or less than the number of natural clicks, the number of ad orders is more than that of natural ones, and the conversion rate of ads is greater than that of natural ones To analyze the natural display time and advertising display time period, you can use the tool to view the search results page aisn under keywords within 24 hours, or make a brief judgment according to the advertising time period;If it is reasonable, we need to consider the increment rather than the so-called natural ranking The natural position display variant and the advertising display variant normally display the ones with good sales, but the natural position variant will change Whether the source of natural traffic is accurate, there will be some recommended traffic in natural traffic, or the keywords included in the link itself are too broad Because it is difficult to optimize the conversion rate, after all, every point is just a guess, and it is still necessary to subdivide it into specific situations. However, the probability of this situation is half small, but it is not ruled out. So it must be bad that the ratio of natural bill is greater than that of advertising bill? If the category is very red sea, the competition is very fierce, and it is difficult to stabilize the natural position of a certain keyword, then the accumulation of advertising orders will also reduce the CPC of advertising activities. If there is enough profit through the calculation of CPA, it is not unacceptable that the advertising orders are higher than the natural ones. After all, some categories need time to accumulate and precipitate If the traffic source of advertising is very small compared with that of the same category or the product itself, I think it is acceptable to obtain the conversion of traffic generated through ASIN positioning or category or other similar products As for the proper proportion of advertising and natural orders, I don't think there will be strict standards, but more about how much you can accept. After all, advertising is always in the process of investment, and even if there is profit, there is no natural fragrance. Lingyunzhi's Unwilling to Be Ordinary Promised by a Teenager To accept the ordinary in several cool autumn days of life To the end of the world, people become ordinary How many unwilling and helpless Who in the world doesn't know the king? In fact, there are many lonely and confused people who have no old friends when going out of Yangguan in the west 2024/04/26 01：26 What are you doing?
1. Time period analysis: It is normal to ensure that the advertising sheet accounts for a high proportion in the early stage of product promotion.However, if the product has been promoted for a long time and the proportion of advertisements is still high, further analysis is needed.
2. Cause analysis: You mentioned that the difference between natural traffic and advertising traffic is analyzed by comparing business reports and advertising data.This method can help determine whether it is a traffic difference or a conversion rate difference.
3. Traffic difference analysis: by analyzing the traffic brought by different advertising types, you can determine the source of advertising traffic and decide whether to adjust the advertising strategy.
4. Conversion rate difference analysis: it is necessary to consider the quality and source of natural flow, as well as advertising display variations and other factors.In addition, the optimization of conversion rate needs more specific analysis, and this may be a long-term process.
5. Ratio of advertising sheet to natural sheet: there is no strict standard, but it depends more on your profit and market competition.In some cases, a high proportion of advertisements is acceptable, especially in the category with fierce competition. 6. Keyword analysis: compare and analyze advertising keywords and natural search keywords to find out which keywords have lower natural rankings, which leads to more reliance on advertising to obtain orders.This can help identify keywords and content that need to be optimized.
7. Advertising strategy: consider adjusting the advertising strategy, including the selection of keywords, bidding and positioning of advertising positions, etc.By optimizing advertising strategies, we can reduce advertising costs and improve the balance between advertising and natural flow.
8. Natural ranking optimization: improve the ranking and exposure of natural search by optimizing the content of product pages, keyword optimization, and improving product quality.This requires continuous optimization and may take some time to take effect, but it can steadily improve the quality and quantity of natural flow in the long run.
9. Monitoring and adjustment: Regularly monitor the change of the proportion of advertising and natural traffic, and adjust the strategy according to the data.Finding problems in time and making adjustments is the key to maintaining the balance between advertising and natural flow.
10. Multi channel promotion: Don't rely too much on a single promotion channel. You can try a variety of promotion methods, such as social media marketing, content marketing, cooperative promotion, etc., to reduce risks and increase exposure. 11. Competitive product analysis: analyze the advertising strategy and natural flow of competitors to understand how they balance advertising and natural flow.Learning from the experience and practice of competitive products can provide reference for their own decision-making.
12. Brand building: strengthen brand building and reputation management, and attract more natural traffic by improving brand awareness and reputation.A good brand image can improve users' trust in products, thus improving the natural conversion rate.
13. Data analysis and experiment: conduct more in-depth data analysis, and use A/B testing and other methods to verify the effects of different strategies.Through the data-driven method, find out the most effective optimization plan, and gradually implement and adjust it.
14. User experience optimization: constantly optimize the product page and shopping experience to improve the conversion rate and purchase satisfaction of users.A good user experience can promote the growth of natural traffic, and also help improve the conversion rate of advertising.
15. Cross platform integration: integrate advertising with other channels to achieve cross platform marketing effect.For example, combine social media, content marketing, offline promotion and other means to form multi-level and multi-dimensional promotion effects and improve the overall marketing efficiency.
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