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Alowree2025-04-28
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Ads Maintenance Log ​

This article captures the weekly notes that I keep from managing the advertising campaigns on Amazon. The ultimate goal is to streamline a proper workflow for managing ads, particularly adjusting biddings for the base bids and the premiums at three different placements.

Objective ​

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）

Maximum affordable CPC for Charge Rise II - category

CPCU/PACOSCVR
0.5039.9933.16%3.77%
0.6039.9939.80%3.77%
0.7039.9946.43%3.77%
0.8039.9953.06%3.77%

Theoretically, given these three constraints, (Unit Price=39.99, CVR=3.77%, and ACOS<=40%), the average CPC of this ads group should never exceed $0.60.

In short, the day to day task is to decide what bids we should offer for each keyword/asin, so that the target CPC<=0.60 (hence the target ACOS<=40%) of each ads campaign is met.

Other Goals ​

There are other important goals, but they are out of the scope of managing ads and require extra resources:

  1. increase click through rate (industry average=?)
  2. increase clicks (on average 9K click per month)
  3. increase conversion rate (on average between 3%-7%)

Existing Ads ​

  1. Where to look for valid and effective keywords, on a regular basis? a. sif: ?? b. menu → growth → product opportunity explorer: past 360 days c. menu → brand analytics: 2025 q1
    • output: 20 keywords every other week
  2. What are the criteria to pick a keyword?: a. relevancy 相关性 b. search volume 搜索量 c. 竞价接近
  3. Where to add the new identified keywords for test run? To maintain a track record versus easy to manage?
    • add to the existing ads campaigns?
    • create new ads campaigns?
  4. How to structure the ads portfolio properly?
  5. How to set different bids for the same keywords? a. clock radio vs. alarm clock radio b. ihome vs. ihome alarm clock
  6. What are the upper limits when setting target CPC for each keyword? a. Maximum bidding for sfq-16 b. Maximum bidding for sfq-18 c. Maximum bidding for sfq-20
  7. How to manage bids with a properly structured process, using bulksheets? a. download and analyze historical data in Excel b. propose bids to be implemented for the coming week in Excel c. review, cross-check, approve d. update approved bids online (through manual input or bulksheets upload) e. weekly?
  8. How to avoid/reduce wasted spends on irrelevant keywords/asins? a. download and analyze search term reports b. spot and propose negative keywords c. bi-weekly? monthly? bi-monthly?
  9. sfq-20 ads portfolio
    • charge rise ii - keywords--------------|
    • charge rise ii - keywords 02-----------|> keywords 001/002/003
      • three groups created, 2025-04-27, placement=0/10/20, target cpc=.9/.99/1.08, fixed bidding, phrase match, black and white
      • grouping criteria - similar level of suggested bids
      • grouping criteria - similar CVR
    • charge rise ii - competing brands------|not working, paused 周一 2025-05-12 21:06:30 +0800
    • charge rise ii - category Tue 2025-04-29 10:54:55 +0800, do you still receive impressions & clicks after reducing bids to market price .26/.31/.42?
    • charge rise ii - asin 3: bulksheets upload, test run, Tue 2025-04-29 14:29:29 failed; Wed 2025-04-30 14:06:39 succeeded:
      • Is it proper to use these two ratios (ros/pp and tos/pp) as placement premiums?
      • Does not work, paused 周一 2025-05-12 21:07:22 +0800
      • Goes back to original asin, which not much spends, bad recent acos, but with historical legacy
      • pending bulksheets upload
      • asin bidding should be cheap, ours are too high >0.73
    • will keywords 001/002/003 perform better than original keywords? 周一 2025-05-12 21:11:54 +0800
  10. sfq-16 ads portfolio: a. asin - acos=74.35%, so this does not work, paused Wed 2025-04-30 b. do we have any asin campaigns that ever worked? lessons learned? c. is is worthwhile to run any asin targeting, at all? d. if so, what should we do differently this time, as compared to previous ones? e. 出单词；鸡肋词（零出单，低点击，消耗未超客单价），定标准 停止投放，大词活动内亦精准否定。手动建立黑名单 (keywords and asins)。
  11. sfq-18 ads portfolio Thu 2025-05-15 12:10:09 +0800 a. soundfreaq b. competing brands c. category 2503
  12. questions to ask a. how to come back on "bluetooth speaker" again? (16 orders, acos=88.50%) how to reduce waste this time? b. exact match did not work: 1. bluetooth speaker 2. portable bluetooth speaker c. competing brands appears to be working; others? ue/jawbone/beats bluetooth speaker d. check again on attributes: xxx bluetooth speaker, bluetooth speaker with xxx, ... e. what are the differences between category and category 2503?
  13. sfq-16 category 2503: a. added wood taupe 周五 2025-05-23 14:40:00 +0800 b. because there is no significant proof on the ad group of new keywords, between black and wood taupe
  14. sfq-18 asin targeting: a. B0D6WD2QSQ B0748N1BZD bose b. B0CXL4FQBK B086DBR6T7 B0B445JCZ3 B0DYBNC4SG sony c. B0DGRBWLJZ B01DKGP5QO B01IOD7KB6 marley d. B0CY6S748H B0CY6TTR3C sonos
  15. uk sfq-17 dab keywords, more keywords (new campaigns? add on existing one?) 周二 2025-05-27 11:10:41 +0800
  16. uk sfq-20 charge rise ii, take from the US, keywords 001/002/003
  17. download search terms report every first week for the previous month, screen and output the negative keywords repository
  18. sfq-16 sound rise ii, start a new category campaign, compact radio & stereo
  19. 周三 2025-05-28 08:07:09 +0800
  20. sfq-18 主图优化的两个设计思路（以显示产品相对尺寸）
    1. 产品旁边加一台 iphone，或 充电线配件 (6ft)
    2. 产品放在手掌中
  21. sfq-16 类目试投： a. home audio speakers → bookshelf speakers (probably not suitable?) b. electronics → home audio & theater → compact radios & stereos → stereo shelf systems (similar price level, form factor) c. alarm clocks (mostly cheap clocks, need similar price, similar features) d. sound machines
  22. 周四 2025-05-29 07:51:12 +0800
  23. review the newly created campaigns for uk sfq-17 and sfq-20
  24. find new & update existing negative keywords for sfq-18 camapaigns
  25. dig keywords from customer reviews
  26. 周五 2025-05-30 07:47:23 +0800
  27. Review the category 20250325 Search Terms Report and define the criteria for negating ineffective keywords and ASINs. Keep track of all negative keywords and ASINs, comprehensively and with supporting data.
  28. There are 34 negative ASINs on the list. How can we verify that these negations are valid decisions?
  29. 周二 2025-06-03 10:34:22 +0800
  30. Shall we deactivate the white from keywords 001/002/003?
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