MindMap Gallery CPC algorithm operation knowledge learning summary
Summary of CPC algorithm operation knowledge learning, including A9 algorithm, correct understanding of CPC, preparation before advertising launch, creation of advertising activities, ROI investment return analysis, etc.
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Avatar 3 centers on the Sully family, showcasing the internal rift caused by the sacrifice of their eldest son, and their alliance with other tribes on Pandora against the external conflict of the Ashbringers, who adhere to the philosophy of fire and are allied with humans. It explores the grand themes of family, faith, and survival.
This article discusses the Easter eggs and homages in Zootopia 2 that you may have discovered. The main content includes: character and archetype Easter eggs, cinematic universe crossover Easter eggs, animal ecology and behavior references, symbol and metaphor Easter eggs, social satire and brand allusions, and emotional storylines and sequel foreshadowing.
[Zootopia Character Relationship Chart] The idealistic rabbit police officer Judy and the cynical fox conman Nick form a charmingly contrasting duo, rising from street hustlers to become Zootopia police officers!
CPC algorithm operation knowledge learning summary
A9 algorithm
A9's mission
Buyers maximize profits
The core of the A9
Correlation
Conversion rate (CR)
Retention rate
Repurchase
Good reviews
Correct understanding of CPC
1. Main factors affecting advertising performance
Correlation
Bid bid
Budget settings
Click-through rate (CTR)
Conversion rate (CR)
2. Amazon’s display space (generally buyers complete the purchase within the first 3 pages of search)
Headline
Brand registration
Can't choose words
The cost is higher than PPC
Top three search boxes
bottom of search box
Right of search box
For example: A's quality score is 10 points, Bid bids $1.5; B's quality score is 8 points, Bid bids $1.8; C's quality score is 5 points, Bid bids $2.0. Then, A’s ranking score = 10*1.5=15; B’s ranking score = 8*1.8=14.4; C’s ranking score = 5*2=10. All, the ranking order is A>B>C
3. Principle of advertising ranking
Ad ranking score = quality score (QS) * Bid bid
Factors affecting quality score
Click-through rate (CTR): greater weight
Conversion rate (CR)
Since we don’t know the quality score, we can swipe orders from CTR CR. Choose the correct advertising words, directly increase the CPC at a high price, and improve the quality score. After occupying the pit position, the price of PPC will also be reduced.
When the quality score (CTR/CR) is not high, our ranking is low, and the quality score of the next one is lower. At this time, our bidding (actual PPC payment) will be very high, which means that the money cannot be spent.
4. Advertising triggering mechanism and charging model
trigger mechanism
ad activation
Keywords are exposed
Customer clicks on ad
Charging model
Ad quality score
Bid bid
Actual charge = next Bid bid * next person (QS) / own QS 0.01
For example: A's QS is 10 points, and Bid bids $1.5; B's QS is 8 points, and Bid bids $1.8; C's QS is 5 points, and Bid bids $2.
A’s actual deduction=1.8*8/10 0.01=1.45; B’s actual deduction=2*5/8 0.01=1.26
5. Top 10 common misunderstandings buyers make when doing CPC
1. Create all ASINs into one ad
2. Don’t bid for keywords that are too high
3. Keep the budget very low and save money
4. Keywords with too high ACOS are not used.
5. Simply open an automatic advertisement and wait for orders to be placed.
6. Advertising is useless. Advertising does not bring much traffic.
7. Automatic advertising generates more orders and is more effective than manual advertising.
8. I think the higher the bid (Bid), the higher the display will be.
9. Keywords that do not convert will be stopped.
10. Once the ad is created, forget about it.
extraction point
Reliable buyers recognized by Amazon (high-quality brush buyers)
Buyer's real credit card payment
The buyer’s purchasing trajectory is reliable
Prime membership (student prime membership is much cheaper)
Query related traffic tool: reverse query
Tool for finding bad reviews: Doubi Forum plug-in
extraction point
① Create an advertising campaign for one listing. You can add more variant SKUs in the early stage, and eliminate those with poor performance in the later stage (SKUs participating in advertising <20%) - Since the company has too many SKUs, it is not suitable, but this method can distinguish the ones in the report The data
② After the advertisement is paused, the weight will remain for a period of time, then decrease, and QS will decrease at the same time.
③ Negate
Negative invalid words
avoid internal competition
④ Use "accurate" advertising to study advertising "stuck positions": In fact, it is impossible to accurately position the ads, but it can determine the trend.
⑤ During the new product introduction/promotion period, ACOS cannot be forced to be too high. ACOS has nothing to do with the conversion rate to a certain extent, but has something to do with the QS of the listing.
Preparation before advertising launch
1. Create a keyword dictionary
Keyword entrance anti-check tool: merchantwords.com
Competitor traffic entry tool: surtime
2. Listing words
High-quality copywriting: The quality of the copywriting before it is put on the shelf is very important. It has a greater impact on the QS and accuracy of the link. It has a snowballing effect on the sales of later products, and it also affects CR.
Maximize the effect: bury relevant words in the title, selling point, description, review, and QA
Expand the scope: The words in the search term can be associated with other words, without using the words used in the above places.
3. Quick and safe review of new products
New products: It is recommended to review and avoid placing orders. Don’t be afraid of bad reviews, it will help product improvement and avoid large orders/stocking of defective products.
Old product: you can brush orders, less evaluation. In order to improve reputation, resources are used intensively and orders can be manipulated. Evaluations are not necessarily good reviews and there are many uncertain factors.
4. Obtain high-quality and massive overseas evaluation resources (can be ignored)
PPC will stop at a certain level and cannot continue upward until it reaches the ceiling. At this time, for better sales/best seller, you can do it outside the site. In order to improve CR, you can use links with keywords (note the timestamp)
Advertising campaign creation
1. Automatic ad creation
Naming rule: Sub-ASIN - Automatic (Note: If there are variations, create a separate advertising campaign for each variation)
Since our company has too many variations of a single listing, it is not applicable to all.
Purpose: Get more effective keywords to use, and find more invalid keywords to negate.
Ad Type: Automatic
Budget setting: $10
Default bid: $0.75/system recommended bid
Period: Lower default bid after 30 days
2. Manual ad creation
Naming rules: Sub-ASIN - Manual (Note: If there are variations, create a separate campaign for each variation)
Purpose: Get more effective keywords to use, find more invalid keywords to negate, find high-quality words, and key positions
Ad Type: Manual
Budget setting: $20
Default bid: $1.5/system recommended bid
Creation form: broad, phrase, precise
Ad group naming: Sub-ASIN-manual-broad1, sub-ASIN-manual-phrase1 sub-ASIN-manual-exact1
Keyword source: system recommendation, early copywriting accumulation, keyword tools, competitive product traffic entrance
Negative word settings
negative in campaign
Negate in group
Automatically negate ""extensive" phrase" and "accurate"; broadly negate "phrase" and "accurate"; in phrases negate "accurate".
Period: Lower default bid after 45 days
ROI return on investment analysis
Natural order profit = sales - product purchase cost - packaging cost - first-way shipping - Amazon sales commission - FBA operation and processing fee - FBA warehousing fee
Natural order gross profit margin = natural order profit rate/sales >=40% (normal) - attached table (sample size: click volume, N: natural order gross profit margin)
ACOS=advertising spend/sales
Advertising gross profit margin=Natural order gross profit margin-ACOS
Advertising profit = sales * advertising gross profit margin
Advertising maximum bid = product selling price * conversion rate * natural order profit
Quickly seize traffic pits
Brush ads: CTR CR
1. Obtain and identify high-quality keywords
2. Use CPC keyword slots to quickly increase sales
3. Use CPC to consolidate sales rankings
4. Use accurate off-site traffic to quickly improve keyword rankings
Occupy a pit
① Main words/big words: they have the largest traffic, but the bidding is high. If you want to get the homepage, if the funds allow, you can use the short-term sprint method to rush to the homepage. After stabilizing the pit, the QS is very high at this time, you can Start to gradually lower the bid. At this time, the sales volume and ranking are basically stable and will not drop/not drop significantly.
It is recommended to work on one word at a time. If you have less funds, you can start with small words and then move on to hot words.
② Small words/long-tail words: Although the traffic is small, in the long run, it is still considerable, which can occupy the pit. In the future, when the main words/big words are basically stable, we can develop in this direction and then expand. , then stable.
③ The above two are valid keywords, but there are some keywords that have not been converted. Should they be eliminated? It is still necessary to operate based on the actual situation after analysis. There is one situation where you can keep it. Although there is no order or conversion, it occupies the first page/first position, so other competitors cannot take advantage of it, which suppresses the competitor's market.
④ Some keywords are bound to lose money, but you can’t let them go, occupying the pit and not giving your opponents a chance. After you have stabilized your position, you can then occupy/exploit new areas. At the same time, when the homepage is at the first place, it needs to be stuck. If it can be ranked first (natural advertising), and when most of the homepage is your own products, you can control the market price (many big sellers do this)
Analysis and optimization of advertising reports
You can refer to Google for related information. Amazon has invested a lot of money and can be related.
1. Optimization of automatic advertising
① Add all words with exposure > 1000, CTR > 0.5%, orders of 0, and words with orders to manual ads. Make three types of manual ads. Automatic ads and manual ads are negated respectively to prevent internal competition.
② For words with exposure >1000, CTR<0.5%, and order of 0, negate the phrase/precision in automatic advertising and manual advertising respectively.
2. Optimization of manual advertising
① Add all words with exposure > 1000, CTR > 0.5%, orders of 0, and words with orders to manual ads. Make three types of manual ads. Automatic ads and manual ads are negated respectively to prevent internal competition.
② Put the automatic words with click volume >10 and order=0 into the manual three groups and negate them.
③ Select the words with order volume > 3 and create a precise ad group named "Sub-ASIN-Manual-Card Position", and at the same time, accurately deny them in other ad groups.
④ For ACOS<natural order gross profit margin, the corresponding keyword can be bid at 0.1 USD; for ACOS>natural order gross profit rate, the corresponding keyword bid can be -0.1 USD.
⑤ Ensure adequate budget for advertising activities.
How to analyze keywords
① Valid keyword
The CTR is very high, but no order has been placed. At this time, the QS of the listing is very high and has potential.
There is CR, an intuitive and effective word
② Invalid keyword
Not relevant
No/low CR, or extremely low CTR
③ASIN/customer search term will automatically appear
ASIN often appears in automatic ads, which can be understood as clicks through related/other off-site channels.
Another situation is that there are customer search terms in the automatic advertisement, which can be understood to mean that the customer clicked on this search term.
The CTR is very high, but no order has been placed. At this time, the QS of the listing is very high and has potential.