Hello, this is AC. Today, I would like to explain about Amazon PPC, which many people find difficult. Recently, I have been assisting in advertising optimization, and over a period of 2 weeks of PPC management, I improved the A course from 280% to about 38%. Actually, 38% is not a very high figure, but I will focus on explaining how I improved poorly performing ads. Before discussing the improvements I made and the ads, you need to understand advertising terms. When managing ads, I mainly look at metrics such as impressions, clicks, click-through rate, CPC, orders, and ACoS. Additionally, I combine sales amount and advertising cost to analyze them together. However, for the purpose of illustration, I temporarily excluded the advertising cost and sales amount. Impressions indicate how many times my ad was displayed, as the name suggests.

Click-through rate is a metric that indicates how many clicks your ad received out of the number of times it was shown. For example, if my product was displayed 100 times and one person clicked on it, then the CTR would be 1%. If there were 10 clicks, it would be 10%. Cost per click (CPC) shows how much advertising cost is incurred per click, it is the cost per click. The number of orders is the quantity of products ordered through the advertisement. Now, here, you might find it difficult to distinguish between Course A and ROAS. Course A and ROAS both represent advertising efficiency. If we look at the difference between Course A and ROAS, Course A is based on product price, while ROAS is based on advertising costs. For example, let me explain. In the case of Course A, if the price of the product I am selling is 10,000 won and I spent 2,000 won on advertising, then the advertising cost compared to the product price would be 2,000 won out of 10,000 won.

A course is about 20%. On the other hand, for companies like Rohas, since advertising expenses are the standard, if they sold a product worth 10,000 won for 2,000 won in advertising expenses, the sales compared to advertising expenses would be significant. Because 10,000 won is 5 times more than 2,000 won, Rohas becomes 5. Therefore, the lower the A course, the better, and the higher the Rohas, the better. Some prefer A courses, while others prefer Rohas. There is no right answer. If you decide how much percentage of the product price you will use for advertising expenses, A course may be more comfortable, and if your advertising budget is at this level, those who set a goal of achieving a certain sales through this advertising budget will find Rohas more comfortable. For your information, I mainly focus on A courses. I briefly explained advertising terms, so from now on, maybe Amazon.

I will show you some advertising data and explain. Recently, the product I have been helping with advertising optimization is not a newly launched product but an existing one that has already been sold. Honestly, when I saw the A-cut, I was surprised that the A-cost was as high as 280%. This means that to sell a product worth 10,000 won, you have to spend 28,000 won on advertising. Even without explanation, it was a situation where we were in the red, and even though you studied a lot to optimize the ads, the efficiency was not good, so I felt a little uneasy. It would be a shame to waste the hard-earned money on Amazon ads. That's why advertising optimization seemed very urgent. For those who have done a bit of Amazon advertising, just by looking at this data, they will know exactly what the problem is. The CPC is 100 yen, which is about 1,000 won, so it is by no means a low price.

However, despite that, the number of exposures is very low. This is not based on a daily basis, but on a weekly basis. In a week, there were only 9,300 exposures. In this case, it means that there was an issue with the exposure not happening properly. There seem to be two main reasons for the lack of exposure. One is that the listing was not optimized, and the other is that the ads may not have been set up correctly. Looking at the click-through rate of 5%, it seems quite good. However, even with this rate, if the target audience for the ads is too narrow, the number of exposures can be low. So, upon checking, I found that there were two simultaneous issues. Firstly, the listing was not well optimized, and secondly, both ads had a very narrow target audience. As a result, since the exposure was only to that limited target audience, it was inevitable that the number of exposures was low.

First of all, since today's video is related to advertising, let's briefly touch on the listing. A good listing is not just about having all the title, description, and bullet points written. In the title, bullet points, and description, keywords that I aim to target must be included so that my product can be exposed. Sometimes, when you see Korean sellers, they often just translate the items they sell in Korea directly into Amazon listings. Of course, the title, description, and bullet points exist for product descriptions, but it is essential that our target keywords are included. Therefore, when writing the title, bullet points, and description, I always make sure to incorporate the keywords I am targeting.

I'm writing this, and when you write this, you can entrust it to Fiverr or Kmong. It's good to entrust it, but when you do, you must make sure to include several keywords that I am targeting so that this content can be included. In the case of product descriptions, you can do enough in the listing porter and A+ content, so the title, description, and black points should be about the product description, but the keywords I am targeting must be included. There is a video related to this, which is your indexing video. After watching that, you must make sure to check if the target keywords are properly indexed after updating the title, black points, and description. If they are not indexed, the ad itself will not run. Therefore, in my judgment, I think improving the listing comes first, so I improved the listing and it seems like there are many keywords missing, so automatically.

I extracted some keywords from the advertisement and set up manual advertising as well. So, the data I am showing you right now is the data after setting up both automatic and manual advertising. This data is also for one week. Previously, there were only two advertising groups in the data, but this time, you can see that I added two more advertising groups, making it a total of four groups. As I mentioned in the previous video related to PPC, I advised to set up auto and manual advertising at first and wait for one to two weeks. However, in this case, the ads for the flowers were exposed relatively quickly, perhaps because it was a product that was already being sold. Previously, the CPC was over 100 yen, which I thought was too expensive, so I lowered the bids for the two existing groups. I received recommendations for manual and auto advertising.

Since there was no significant difference in the bidding price, I adjusted it to a similar level. So, you can see that within just a week, the A course has dropped from 280 to 75%. Also, you can see that the number of impressions has more than doubled from 12 to 27. Although the click-through rate has slightly decreased, due to the increased overall exposure, the click-through rate can only decrease, and yet you can see that the actual number of clicks has increased. Since money is spent for each click anyway, I believe that even if the click-through rate is slightly lower, it is more important to increase exposure as much as possible to increase the number of clicks and convert them into orders. Therefore, I could see that the existing ads were properly displayed as a result of improving the listings, and I could also see that the newly set manual ads and auto ads were displayed properly. So, I believe that I have somewhat resolved the listing issues, and now.

I focused more on advertising management. The reason the A-course of the last advertising group showed 140% was because it was an auto ad. In fact, I tried to lower the CP cost a bit, but the person who requested it said it's okay even if the advertising cost is high, so I increased the auto ad bid value to lead to sales. Then, while continuing with negative targeting, I optimized the auto ad. As a result, the A-course of the auto ad dropped from 140% to 47% compared to the previous week. I also think the CPC unit price of 50 yen for auto ads is a bit expensive, so I plan to adjust it later. Initially, there were almost no organic purchases, but after about two weeks, organic purchases increased significantly, so the advertising cost compared to the total sales volume of the entire TA course increased a lot.

I could see that it has decreased significantly. In fact, as I mentioned at the beginning, if the witch does not remain more than 40%, and if the A course is 38%, it is not that efficient. When I compared it before starting advertising optimization, there was a significant improvement in a short period of time, so I brought it as an example. In the case of this advertisement, we plan to lower the CPC price later, and separately, as the product ranking is gradually increasing, the A course is expected to improve, and organic sales are also expected to increase. So, this advertisement was resolved in this way. Please do not just focus on efficiency like the A course or ROAS. If you want to run ads with a high click-through rate, it is natural to narrow down the target and take only a few keywords. In my case, the reason was that the product sales were not going well.

Even if the click-through rate is low, I chose a method to increase exposure and clicks. The fundamental issue of increasing CPC is that the listing is not done properly, and the advertising settings are not correct, resulting in poor product ad efficiency. Just because the bidding price is low and exposure is low, some people simply raise the CPC. In the case of CPC, it is important to find the right bidding value by adjusting the CPC unit price like finding the appropriate BD value for CPC in the past. There is no correct answer to this, and the results vary depending on my product listing, as there are many variables. Therefore, I cannot say that my advertising method is the correct answer, but basically, if the exposure is low, optimize the listing, add more advertising keywords, raise the CPC unit price, or if the exposure is good but the number of clicks is low, you need to check the main image.

If the number of notes and clicks is good but there is no purchase conversion, it could be due to pricing issues, listing issues, or the need to improve the A+ content. This is where you should look for the problem. For now, this is all I have prepared. Today's video briefly showed examples while explaining. If you have any questions or topics you would like to know more about, please leave a comment, and I will consider making a video about it. Thank you for watching today.

[아마존 셀러] 아마존 PPC 광고 최적화 방법, 2주만에 ACOS 280%에서 38%로 개선시킨 후기!

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[아마존 셀러] 아마존 PPC 광고 최적화 방법, 2주만에 ACOS 280%에서 38%로 개선시킨 후기!

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