ACOS
如何降低 ACOS？
md
ACOS = 广告花费 / 广告销售额
= 平均 CPC x 广告点击数 /（商品单价 x 广告销售数量)
= 平均 CPC x 广告点击数 /（商品单价 x 广告点击数 x 广告转化率）
= 平均 CPC /（商品单价 x 广告转化率）结论：降低 ACOS 只能从这三个指标入手：
- 降低平均 CPC
- 提高平均单价
- 提高转化率
Charge Rise II, SFQ-20, Keywords
| CPC | U/P | CVR | ACOS |
|---|---|---|---|
| $1.0 | $40 | 6.5% | 38% |
| $1.2 | $40 | 6.5% | 46% |
| $1.5 | $40 | 6.5% | 57% |
| $2.0 | $40 | 6.5% | 76% |
Conclusion: for Charge Rise II, the average CPC should be controlled under $1.20, unless for selected keywords, your expected conversion rate is much higher than current CVR 6.5%.