How to achieve precise and efficient placement of Amazon ads?
Achieving precise and efficient placement of Amazon ads
Amazon operation is cute, not only to achieve accurate and efficient delivery of Amazon advertising, but also an important skill, which is to effectively analyze the delivery and see the results through data.
The significance of analyzing the effectiveness of advertising delivery is to better understand the entire advertising delivery cycle and assist operations in adjusting delivery strategies. Solving the problem of “extensive delivery” through data analysis promotes the process of refined operation. Therefore, it is necessary to merge the data of all types of Amazon ads, calculate advertising operation indicators of different dimensions, and observe the changes in various indicators on the timeline to judge the effectiveness of advertising delivery and improvement, and promptly form early warning for abnormal indicators.
I. Data cleaning and analysis The most important thing in analyzing the effectiveness of advertising delivery is to measure various dimension indicators, such as:
1. According to the summary of advertising campaigns, display impressions, clicks, costs, orders, sales and other data are calculated, and multiple indicators such as CTR, CR, ACOS, ROSA are calculated using the summarized data.
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2. Perform same-period and year-on-year calculations. II. Data visualization, convenient real-time monitoring
After analyzing the data, through the configuration of the dashboard and filters, the data viewing dimensions can be flexibly switched, and key indicators and trend changes are clear at a glance, which provides a lot of convenience for subsequent judgment work.
III. Optimize advertising delivery strategy Based on multi-dimensional measurement and analysis of various indicators, you can grasp the real-time status of advertising delivery by viewing the interactive dashboard. With the reminder of data warning, you can carry out the next step of optimizing the advertising delivery strategy. (I) Some key indicators to focus on:
Advertising data: Focus on analyzing the exposure volume, click-through rate, conversion rate, CPC price changes and the proportion of advertising orders in the overall situation.
Exposure: Exposure is the foundation of clicks and conversions, which is self-explanatory and a key indicator to focus on.
Clicks and Click-through Rate (CTR): Clicks are closely related to orders. Assuming a product conversion rate of 10%, ten clicks are required to generate one order. Sufficient clicks are needed to achieve the target advertising order volume.
CTR: CTR is one of the most critical indicators of advertising. The CTR of most products needs to be above 0.4%. If the product’s CTR cannot achieve this effect, it is considered unqualified.
Conversion Rate: The conversion rate is the ultimate goal. Based on the previous analysis of category issues through ranking, observation of QA to increase influence, and optimization of exposure and conversion rate, all are ultimately for the conversion rate.
(2) Abnormal Data Warning and Strategy Adjustment: It is important to set data warning based on various indicators and changes to remind timely optimization of promotion strategies. Two examples that require setting warning values are:
Set data warning when the conversion rate decreases by a certain percentage or the advertising cost increases by a certain percentage.
In terms of keyword advertising, select keywords that have not been delivered but have reached a certain number of orders, supplement delivery, and observe their effects in a targeted manner.
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