Hello, this is Seungah Jo, the representative of Momentum, a global online marketing consulting company. I am grateful for so many people attending after the Corona, and I am excited and happy to see you all. Today, I have prepared a session on how to set up sponsor fraud and then optimize it after running the sponsor fraud. Therefore, even if we invest a lot in advertising budgets, especially in the case of Amazon, it is important to conduct advertising from a more long-term perspective. Securing a sufficient budget is important, but in any case, if we do not use advertising more efficiently to save advertising costs a bit, we may have to stop advertising sooner.

There seems to be some difficulty in achieving efficiency due to the fact that the difficulty of becoming is important for increasing sales, and what is more important than anything else is that in the case of advertising optimization, it is actually carried out simultaneously with Amazon's campaign advertising campaign, so it should be seen as being carried out in real-time, not stopping. Therefore, since today's session is quite short, I will briefly explain only the essential points, and even with this alone, I can promise that continuous progress through search is possible. So, the main topic for today is as follows: First, an overview of campaign optimization. When carrying out any task, it is important to clearly analyze and proceed with the purpose and reason, which I always consider important. You

While running advertisements, it is not simply about the ad metrics being poor or the ad budget being heavily spent. It's important to analyze the overall current situation, such as why our product is competing with certain products and what circumstances we are facing right now. By analyzing the current situation comprehensively and optimizing the advertisements, you can achieve the desired results. Therefore, through a brief overview of the campaign's lowest cost, we will discuss these aspects and talk about which metrics should be focused on. The second topic is the direct campaign optimization strategy. So, we will discuss how we should optimize and I personally believe that although many people find advertising too difficult, in my opinion, having experienced various marketplaces, Amazon's advertising system is the most rational and generates significant revenue.

I can say that it will be strategically helpful. Trust me, I am not an Amazon representative, so you can trust me. Therefore, I will guide you on how to surely and accurately optimize this advertising campaign strategy. Today's session will be brief, but if you proceed through this, I am confident that you will definitely feel the improvement in your sales through the effect of the lowest advertising cost. So, let's proceed with today's session. First of all, it's an overview of optimization. You just need to remember two things. First, where is our ad currently placed? So, when setting operational goals and optimizing, you might think that you need to optimize quickly, but the operational goal I am talking about here is whether our product is being exposed enough. If it is being exposed, then...

It is essential to first understand whether customers are clicking and then making purchases, and why they are not doing so. Through comprehensive consideration of how we can improve these aspects, optimization can be achieved. Therefore, it is recommended to thoroughly assess our current situation before proceeding. To do this, you need to first operate. Specifically, you must run Amazon advertising campaigns. For those who are about to start advertising for the first time and those who have just started, when is the best time to proceed? From a long-term perspective, Amazon advertising should ideally be carried out for at least 6 months to a year. However, initially, when analyzing the first advertising data, it is important to accumulate.

We recommend accumulating data for about 30 to 60 days. For example, even if you only run ads for a day or two, if you invest a lot in advertising and accumulate data, you can certainly optimize your ads. However, if you have used an appropriate budget, I think it will take some time. Therefore, what I recommend is 30 to 60 days, and please keep in mind that this may vary depending on the category or product situation. Also, if you have been running for 30 to 60 days and the data hasn't accumulated well during that time, it could be due to a lack of advertising budget. The advertising budget was explained by the home manager earlier, but personally, I think it's good to consider an advertising cost of about 1 million won per SKU. Of course, for major promotions or weekdays, you may need to invest more, but generally.

I believe it's good to start with a budget of around 1 million won, even for a monthly budget. So, when the period and budget are appropriately allocated, you can consider that we are accumulating basic data for optimization. Then, what is the ultimate goal of advertising production? Is it to save advertising costs? That's correct, but fundamentally, the saved reduced advertising budget can be utilized to secure additional budget for further advertising campaigns, promotions, or discounts on products to be provided to customers on Amazon more widely. Therefore, going through all these processes, ultimately, advertising will be conducted more effectively, and sales can only be increased. This is the important conclusion in terms of the reasons and objectives of advertising optimization. Now, since time is limited, let's move on to specific campaign optimization strategies.

Let's move on and discuss. Well, when it comes to optimizing advertising campaigns, the most basic thing is analyzing the advertising reports we are running. When I consult with many people, analyzing and reviewing data seems to be quite difficult. However, Amazon's advertising data is structured in a way that is easy to understand. So, first of all, you need to download the advertising reports. While logged into Seller Central, click on the menu tab, where you can see the report as shown in the example image. Click on the report, then click on the advertising report, and you can download the desired advertising report anytime. You must definitely proceed with that step. Today, due to time constraints, the reports are divided according to the type of advertisement. In today's Sponsored Projects, I will be utilizing two types of reports.

I will talk based on the criteria. In the Sponsored Products Report category, you just need to select the type of advertisement that is currently running. Next, there are ten types of reports available. Some may find it complicated to go through all ten from the start, saying it gives them a headache. It's okay. Today, I will only cover two topics: Search Term Report and Placement Report. Please download these two reports for review. Therefore, it would be good if you mark these. The time units in these reports are summary and daily. Depending on the time frame of the report, we sometimes look at summarized data and sometimes at daily data. So, it would be helpful if you understand the flow. Once again, I emphasize that you must download and analyze both the Search Term Report and the Placement Report. You can download the reports in Excel format. The first one is the Search Term report.

This is a report analysis. I have edited the actual advertisements you are running to make them easier for you to understand. So, when you look here, you will see that under the item A Course, you can see blue, green, magenta, and orange colors. After filtering in Excel, please classify the A Course in descending order based on the advertisements you are running. So, if the A Course is initially low, it means it is a good advertisement in terms of efficiency. Let's try to think about it easily at first. Then we can approach it more easily, right? So, if the A Course is low, it means the advertisement is performing well. However, the second thing you need to consider is that even if the advertisement is performing well, it should not have low ad revenue. Therefore, if you look at the Excel file in detail, you will see that even though the blue color indicates good advertising efficiency,

In terms of amount, actually, you should go for the green one because the revenue from the green one is over $8,000, so there is a possibility of reaching $10,000. So, for keywords where competition is fierce, Course A may not be as good, but it can generate more revenue. You must keep this in mind. So, please keep this in mind, and only remember the items listed here. This Excel provides more data, but even with the data I have classified now, it is possible to proceed with Amazon ad optimization analysis. So, what should you look at here? First, you need to look at customer search keywords. What kind of report is this? It's a search term report. We confirm the keywords that customers searched for. Which customers came to us by searching for which keywords, and what was the frequency of that.

So, after reviewing the customer search keywords, what you should look at next is the exposure frequency. Advertising on Amazon is free, right? Therefore, if we maximize exposure to the appropriate target audience, you can expect to see an increase in the number of potential customers coming in. So, please pay attention to exposure, clicks, advertising spending, advertising revenue, and finally, you should look at the overall advertising efficiency through a metric called ACoS. ACoS stands for Advertising Cost of Sales, which is the advertising spending divided by the corresponding advertising revenue generated. So, the lower the percentage compared to 100%, the better. Of course, for new sellers, it might initially be around 80%, 100%, or even 120%, but through optimization, you can lower it. Therefore, it would be good to remember this report. You will see that there are things other than keywords in the customer search keywords.

I've seen this question a lot, so don't be surprised. In the case of customer search keyword automatic advertising, there are two types. One is keywords, and the second is products. So, for codes that start with non-youth like this, it seems that recognizing the code of competing products or products registered by us would be helpful. Therefore, when it comes to these advertising metrics, it would be good to review comprehensively which keywords are generating sales and how we can increase exposure more, or why people click a lot but don't make purchases. It would be good to review if our content lacks persuasiveness. Next, if you have categorized keywords that generate sales for us through the search term report, now through our campaign bidding strategy, we can increase the exposure of those keywords.

You can set up the setting to make your competitors bid more so that we can win more bids. That's the campaign bidding strategy. So, if you click on the ad currently running in the ad menu and go to the campaign settings, you will see a screen like this. As explained in the previous session, there are three types of bidding: dynamic bidding, fixed bidding, and new seller focus. For new sellers, it is recommended to focus on these three. So, in dynamic bidding, there are reductions and increases. What is a reduction? A reduction is like this. Think about it easily. If we bid fixed at $1 and bid for the second time at $2, then we are bidding $1 each time. If a competitor bids, for example, 70 cents, we will bid a portion. So, we can set a higher price for our overpriced bids.

We are bidding, but if we want to operate advertising more effectively, we do dynamic bidding with a decrease. So, even if our competitor bids 70 cents, we bid $1, making it 71 cents to effectively manage advertising costs. The algorithm manages this for us. On the other hand, bidding with an increase is the opposite. It can increase our bid price by up to 100%, allowing our competitor to win by bidding $1.51 if we bid $1. If we have found keywords that are helpful to us, there are also keywords that are not helpful, right? In that case, you can add those keywords to the exclusion keywords. Click on the exclusion keyword in the menu and add them to the exclusion keyword through the re-enter keyword addition item.

Please add it. However, there is a common mistake that new sellers often make. If you add too many keywords at once, there may not be any keywords left for advertising. Think about it. Only exclude keywords after a certain number of clicks have occurred without any purchases. Don't just think, I clicked ten times, but no purchases, and exclude keywords. Keep in mind that we may not have reviews at the moment, and as new sellers, purchases may not happen immediately. It may not be helpful now, but it could be in the future. So, it's important to adapt accordingly to the situation. This is for excluding keywords. Next is the batch report. Until now, we have focused on keywords that will generate sales. Therefore, when these keywords bring in revenue, we analyze the efficiency of these keywords.

I talked about the part where we aggressively or efficiently proceed with the method and bidding. So, what is a placement report? Then, we can analyze where our optimized ads are most effective when they are exposed. That's what the placement report is for. In other words, you can think of it as understanding where our ads are most effective when they are exposed. So, if you look here, when you see the placement report Excel file, it may seem difficult and make your head hurt, but just remember this: remember only the ad placement. Where is the ad placement? There were a total of three Sponsored Products, excluding the top search results, and the rest were on the product detail page and competitor's homepage. Among these three, where our ad was placed most effectively.

Please check right here whether it was good or not based on Course A. So, if Course A has low costs but high advertising revenue compared to advertising expenses and generates many clicks, then we can proceed with adjusting the exposure frequency on Amazon. As you can see from the flow so far, advertising is conducted in real-time, so it is possible to review it daily or maybe every three days. First, it is necessary to download the accumulated data and thoroughly review it. By doing so, you will gradually understand the numbers better and reach better conclusions. Also, you don't have to approach this purely from a numerical perspective. Just saying it's not effective is not enough.

You must not forget, even if the A course is high, if you sell products to us now, we may need to maintain this advertisement unless the A course is too bad. In the early stages, because ultimately we have to sell products to raise our sales ranking. However, the appropriate A-course figures are actually less than 5% or less than 20% for well-established products. I recommend around 5% to 30% assuming that optimization has been carried out well for new sellers. Therefore, it is necessary to remember that just with the search term report and placement report, you can handle more than enough information. So, now we can compete for exposure positions. Therefore, through direct placement bid adjustments, we can compete more. If you click on the placement from the ad menu in the operation ad menu, you will see this menu.

Through here, you can now adjust the bidding, so you can see the exposure position and in the third menu, under bidding adjustment, only two slots are empty. We cannot control all three exposure positions, and we can adjust either the top search results or the front page competitive product page. This is what we can control. Therefore, what you are seeing now is immediate. The current A course probably shows a 13% exposure and a revenue of 5.8 trillion won, which is the actual ad data. So, if you look now, I have increased the exposure by 50% in the bidding adjustment. Earlier, we raised the keyword bid, but now, don't be confused. We are raising it further to ensure better exposure in the current position. That's bidding adjustment. Therefore, through bid adjustments by placement, we can place ads more effectively where we want them.

One key point is that you can set exposure frequently at a high level to increase exposure. So, earlier we focused on keywords, and now we have focused on exposure position. If you proceed with optimization step by step like this, it should work. Have you followed along until now? By gradually understanding these metrics, in the end, it comes down to exposure and clicks. If you have generated a lot of exposure but no clicks, it is highly likely that the content is unsatisfactory, the price is too high, or there are no reviews or the reviews are not good. Therefore, you need to address this aspect and progress to this stage in order to conduct advertising optimization at a good level. It would be helpful to remember that. So, in conclusion, it is about summarizing key metrics for significant revenue growth. Many people may not prefer reducing metrics like this, but I don't prefer it that much because...

Because every situation is different, but still, I think it would be good to provide some basic guidance, so I've organized some figures. First of all, as I mentioned earlier, for those of you who don't know anything about advertising, I will teach you just one thing. For A course, we don't know anything about advertising. We have never touched advertising. Even if you download an Excel file and filter it in descending order, just look at A course. If the A course is low, consider it a good advertisement for now. So, it's best if the A course is maintained at around 5 to 30%. So, even if it's not this figure now, if you aim to achieve this figure, it will be good. Secondly, it's the minimum advertising cost per product. If your budget is too low, the truth is that you need to invest to get exposure. So, I recommend a minimum of 1 million won or about 1,000 dollars for some flexibility.

I think it would be good to consider this product as a flagship product. Another important point is that many people miss it. After at least about 30 clicks, this product really cannot help us in the current state. Before adding it to the J keyword, it would be good to proceed like this if about 30 clicks have been made. Please continue to remember this figure, and for today's improvement in efficiency, I have proceeded with the topic of Amazon advertising optimization strategies. Since it's short, there may be some regrets, but I will try to address more advanced aspects next time. I have sparked momentum, and our booth is right there, so feel free to use our services. If you have any questions about Amazon or any issues with the current advertisement, we provide free support.

I am here to provide counseling, so it would be great if you could visit the booth once and share many stories. Until now, I have been the representative of Momentum. Thank you.

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