What should I do if the ACOS value of Amazon products is too high?Optimize to solve the problem that ACOS is too high

Because the ACOS is too high, many Amazon sellers are running PPC ads, so they lower their offers, thinking that the ACOS will also be lower.

What should I do if the acos value of an Amazon product is too high?Optimize to solve the problem that acos is too high

Because ACOS is too high, many Amazon sellers are advertising PPC, so they cut prices, thinking that ACOS can also reduce prices.

However, reality is always inconsistent with people's imagination.While bids are directly related to ACOS, there are four cases in which lowering bids does not directly lower ACOS, and sometimes even increases ACOS:

keyword exposure

Assuming your Amazon ads are running for a long time, you will definitely see some keywords that you didn't expect.

Assuming you've calculated your bids correctly and your performance is still poor, you should start by lowering your keyword's bid and lowering your ACOS.However, in practice this does not achieve the purpose of reducing ACOS.

The biggest problem is that your bids are low, and your bids are too low to get exposure.Not showing ads means there will be no new data, no data to show that your ads are stagnant.Therefore, after lowering the bid, ACOS still does not increase due to the lack of new clicks and the low conversion rate.

So you can only choose to increase the bid to get traffic, so the ACOS is also high.Or do you have to sacrifice traffic to achieve your target ACOS?

Ad rank

Sometimes lowering bids also increases ACOS, mostly due to ad position.An ad's position is determined by the ad's Quality Score and bid.

Amazon determines the quality of your ads based on factors such as relevance, ratings, sales velocity, and more.Your bids are mainly for the position of the ad.

If your ad has a higher Quality Score and a higher bid, your ad position will increase accordingly, allowing your ad to appear at the top of search results.

Therefore, when you lower your keyword bids, your ad position will drop accordingly.Low-end ads mean your ads rank low in search results, lowering conversion rates and ultimately causing ACOS to go up?

Advertising

An ad slot is similar to the ad slot level and refers to the actual location of the ad.

You can place ads in three places:

1. at the top of the results page.
2. product page.
3. Search results pages in other locations.

The conversion rate, click-through rate, and click cost of the three are different.It is recommended to adjust bids based on placement.

If you raise or lower your keyword bids, you can change not only ad placement, but also where your ad appears.

If the bid is successful, your ad will appear more on product pages, with lower product page competition and CPC.

But the conversion rate is also low.Then, your ACOS will rise sharply as well.

Keywords too diverse?

A final reason to lower your bids but increase your ACOS is keyword variety.

When using automatic ads or broad match, multiple search terms appear in the ad, making the search terms even more varied.

The above four reasons lead to a decrease in the bid price, which in turn increases ACOS.Does the seller already know?