Advertising skills that Amazon must master
As an “old operation” in the cross-border e-commerce industry for many years, Amazon’s agency operation must not only be able to accurately and efficiently place Amazon ads, but also must master a very important skill, that is, to be able to effectively analyze the advertising data and see through the data. result. Let’s take a look at the key elements of the advertising skills that Amazon’s agency operation must master.
- Data cleaning and analysis
The most important thing to analyze the effect of advertising is to measure various dimensional indicators, such as: aggregate data such as impressions, clicks, spending, orders, and sales according to advertising activities, and calculate CTR, CR, and ACOS through the aggregated data. , ROSA and many other indicators.
- Data visualization, convenient for real-time monitoring
After analyzing the data, through the configuration of the dashboard and filters, the data viewing dimensions can be flexibly switched, and the key indicators and change trends can be seen at a glance, which facilitates subsequent optimization work.
- Optimize advertising 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. Coupled with the reminder of the data warning, the next step of optimizing the advertising strategy can be carried out.
- Indicators to focus on
Focus on the analysis of advertising exposure, click-through rate, conversion rate, price changes in cpc and changes in the overall proportion of advertising orders.
Exposure: Exposure is the basis for clicks and conversions, and it is also an indicator that Amazon needs to focus on for its operations.
Click volume: Click volume is closely related to the order. If the product conversion rate is 10%, then 10 clicks are required to generate an order, and there needs to be enough click volume to reach the target advertising order volume.
Click-through rate: Click-through rate is one of the core indicators of Amazon advertising, and the click-through rate of most products needs to be more than four thousandths.
Conversion rate: The conversion rate is the ultimate goal of Amazon’s operation. The higher the conversion rate, the better the effect of the operation.