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2025-04-28
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Ads Maintenance Log ​

This article captures the daily 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
    • 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。
  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?
Note
  1. 实际 CPC < 设定 Bid 的底层逻辑 A. 广告质量得分 (Quality Score) 高：广告相关性（关键词/商品匹配度）、点击率 (CTR) 及转化率 (CVR) 表现优异，触发亚马逊的“动态竞价折扣”，实际扣费低于设定 Bid B. 竞争环境宽松：竞品广告主对该关键词/位置出价低，系统无需触发竞价上限即可赢得曝光 C. 长尾词主导：广告主要触达搜索量低但精准的长尾词，竞争热度低导致 CPC 被压制
  2. 预算花不完的核心矛盾 A. 曝光量不足：广告未获得足够展示机会（可能因竞价过低或广告排名靠后） B. 点击率 (CTR) 偏低：广告创意（图片/文案）吸引力不足，用户浏览后不点击 C. 时段限制：广告活动设置中时段或地域定向过窄，限制了流量覆盖
  3. 归因后再决策 A. 情况 A：展示量低 + CTR 高 + CVR 高 → 流量池过小，需扩量 B. 情况 B：展示量高 + CTR 低 + CVR 低 → 创意/定向失准，需优化内容 C. 情况 C：展示量中 + CTR 中 + CVR 中 → 竞价策略保守，可测试提价
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