漸進式打法基本邏輯剖析——最適合新手的產(chǎn)品推廣玩法打造屬于你的爆款產(chǎn)品1.

“漸進式”

打法的誕生背景2.

廣告中關(guān)鍵詞投放的基礎(chǔ)邏輯3.

“漸進式”

打法的前提條件4.

“漸進式”

打法的操作要點5.

如何突破瓶頸更上一層樓1.

“漸進式”

打法的誕生背景這是我做的第一款FBA的產(chǎn)品廣告根本不會玩；幾乎是以速賣通的邏輯生搬硬套到亞馬遜這個平臺；但是卻取得了比較好的效果。廣告的ROAS不怎么樣，但是當(dāng)時的自然訂單占比很高。在不到2個月的時間內(nèi)，這個單品就突破了每天20單的單量。于是，我膨脹了……牛仔褲的坑就這個牛仔褲&休閑褲，虧了我至少30萬。女鞋的坑美腿靴，腿圍問題——栽了，騎士靴，鞋跟問題——栽了！又是幾十萬進去了。我們當(dāng)時的情況沒錢了：我合伙人拿房子抵押貸款30萬出來，其中17-8萬立馬就給供應(yīng)商和物流結(jié)算了欠款。另外當(dāng)時還有幾十萬的外債背負。并且答應(yīng)每月償還2-3萬。再也經(jīng)受不起嚴重的失敗了。扛風(fēng)險能力已經(jīng)趨近于0！不需要一夜暴富，但是必須盡快做到一個月有3萬以上的凈收入。當(dāng)時速賣通大概每月還能提供2萬凈利潤。我們當(dāng)時迫切需要一種風(fēng)險更小、投入更小，同時我也不指望要爆單，但是能迅速實現(xiàn)盈利的運營方法。不要多，每個月能賺3萬以上，我就滿足了。2.廣告中關(guān)鍵詞投放的基礎(chǔ)邏輯大詞&長尾詞理論-流量邏輯搜索量變化趨勢120000010000008000006000004000002000000搜索量趨勢大詞&長尾詞理論-競價邏輯競價變化趨勢$1.60$1.40$1.20$1.00$0.80$0.60$0.40$0.20$0.00競價趨勢大詞&長尾詞理論-轉(zhuǎn)化率邏輯轉(zhuǎn)化率變化趨勢14%12%10%8%6%轉(zhuǎn)化趨勢4%2%0%廣告位曝光邏輯廣告位曝光變化趨勢120001000080006000400020000曝光變化趨勢3.“漸進式”打法的前提條件漸進式打法的選品模型轉(zhuǎn)化率變化趨勢1400000大類目二級類目120000010000008000006000004000002000000三級類目競爭需求量某些子類目某些子類目偏門產(chǎn)品偏門產(chǎn)品類目熱度眾多類目下的小眾冷門類目漸進式打法的基本模型長尾詞大詞大詞大詞中等詞中等詞長尾詞長尾詞……長尾詞長尾詞長尾詞長尾詞的自然排名訂單收益補貼大詞的推廣投入長尾詞帶動大詞的權(quán)重漸進式打法測品的邏輯1.低庫存量2.控制風(fēng)險3.尋找高點擊率高轉(zhuǎn)化的產(chǎn)品4.尋找有推廣價值的產(chǎn)品5.強化選品分析4.“漸進式”打法的操作要點給大家看兩款產(chǎn)品1.

兩款風(fēng)格差不多，請問你認為哪一款會更受歡迎？2.

你能看出來哪一款打起來的概率更高嗎？3.

上面的問題，你的答案是？選詞技巧—找出更多的長尾詞該數(shù)據(jù)為7月1日-9月2日數(shù)據(jù)客戶搜索詞lolita

shoesplatform

mary

janesplatform

shoes展現(xiàn)量

點擊量

點擊率(CTR)

每次點擊成本(CPC)花費總銷售額$493.87$257.93$73.98$0.00$35.99$75.98$35.99$71.98$37.99$0.00廣告成本銷售比(ACoS)26.1101%38673115562318188117811738163410019186501554556373926332839231.6808%1.3413%1.9413%2.9771%2.0775%2.2440%1.5912%3.2967%3.0501%4.8327%3.0144%$0.20$0.22$0.31$0.25$0.18$0.21$0.34$0.24$0.19$0.25$0.22$128.95$34.31$14.09$13.97$6.67$8.21$8.93$7.82$5.40平均點擊率1.79%，13.3021%19.0457%cosplayshoes①lolita

platform

shoeslolita

shoes

for

womenmary

jane

shoes

womenmary

jane

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shoes

womenblack

lolita

shoes18.5329%10.8055%24.8124%10.8641%14.2143%平均轉(zhuǎn)化率2.56%；maryjaneshoeswomenplatformmaryjaneplatform807763$9.72$5.07$0.00客戶搜索詞lolita

shoesplatform

mary

janesmaryjaneshoeswomenplatformshoesplatformshoesforwomencosplayshoeslolita

shoes

for

womenblack

lolita

shoes展現(xiàn)量

點擊量

點擊率(CTR)每次點擊成本(CPC)$0.25花費$115.16$36.49$20.12$17.12$7.94$10.42$7.43$6.40$6.93$1.60$6.62$6.51總銷售額$225.94$37.99$0.00$0.00$0.00廣告成本銷售比(ACoS)50.9693%4340111231548218491527147613328074581215144223225232251.0553%1.0774%0.9303%2.3797%1.4407%2.1680%1.8769%2.8501%2.9851%0.6831%3.4965%3.3588%平均點擊率1.22%，$0.30$0.39$0.39$0.36$0.33$0.30$0.28$0.3296.0516%②$0.00平均轉(zhuǎn)化率1.06%；$37.99$37.99$0.00$0.00$0.0019.5578%16.8465%maryjaneplatformplatformheelsmaryjaneshoeswomenplatformmaryjaneplatformshoeswomen737732$0.32$0.26$0.307156552522$0.00☆☆☆有這些數(shù)據(jù)支撐的情況下，現(xiàn)在你能回答我剛剛的問題了嗎？怎么才能獲得這些數(shù)據(jù)呢？—SP自動廣告進入廣告活動管理，點擊創(chuàng)建廣告活動選擇商品推廣亞馬遜商品推廣之自動廣告創(chuàng)建流程1.

在頁面中部先選擇你要推廣的SKU（可模糊搜索）2.

選中并添加后能看到系統(tǒng)的建議3.

0.73為最佳建議競價4.

0.63為最低建議競價5.

1.09為最高建議競價亞馬遜商品推廣之自動廣告創(chuàng)建流程1.

在頁面頂部，設(shè)置你的廣告組名稱；2.

設(shè)置你的預(yù)算（至少保證你的廣告組每天能獲得20次以上的點擊量）計算公式：最佳建議競價*20；3.

選擇自動投放；4.

選擇廣告動態(tài)競價策略-固定競價5.

廣告競價策略詳情可參考賣家大學(xué)-亞馬遜廣告3.4的課程亞馬遜商品推廣之自動廣告創(chuàng)建流程設(shè)置你的子廣告組名稱亞馬遜商品推廣之自動廣告創(chuàng)建流程1.

通過投放組設(shè)置出價，選擇最佳建議出價；2.

前2-3周盡可能的把預(yù)算消耗在緊密匹配和寬泛匹配；3.

如果預(yù)算較足，可適當(dāng)跑出同類商品和關(guān)聯(lián)商品的數(shù)據(jù)為最佳。自動廣告前期操作要點1.

通過控制競價和預(yù)算，讓你的廣告盡可持20小時以上處于投放狀態(tài)；2.

通過控制你的競價，盡可能花完你每天算；3.

至少保證每天能獲得20個以上的點擊數(shù)4.

競價和預(yù)算相對穩(wěn)定之后，持續(xù)一段時（一般總共為7-10天）；5.

測品期間需要重點關(guān)注產(chǎn)品的廣告數(shù)據(jù)如何處理報告中的異常數(shù)據(jù)①廣告成本銷售比(ACoS)客戶搜索詞展現(xiàn)量732點擊量

點擊率(CTR)

每次點擊成本(CPC)0.6831%

$0.32花費總銷售額$0.00platformheels5$1.60問題：1.明顯鞋子并不是高跟鞋2.展現(xiàn)超500，點擊率過低后果：1.浪費錢2.拉低廣告組權(quán)重處理方式：精準(zhǔn)否掉該關(guān)鍵詞的投放如何處理報告中的異常數(shù)據(jù)②客戶搜索詞展現(xiàn)量

點擊量

點擊率(CTR)

每次點擊成本(CPC)花費總銷售額

廣告成本銷售比(ACoS)

投入產(chǎn)出比(RoAS)maryjaneshoeswomenplatformshoes5482184951440.9303%2.3797%$0.39$0.39$20.12$17.12$0.00$0.000.000.00問題：1.點擊數(shù)高不出單2.第一個詞點擊率低后果：1.浪費錢2.第一個詞還會拉低廣告組權(quán)重處理方式：損失20美金以內(nèi)，能承受，可繼續(xù)觀察。第一個詞預(yù)計超80次點擊后不出單就否掉，第二個詞預(yù)計超120次點擊還不出單就否掉。如何處理報告中的異常數(shù)據(jù)③客戶搜索詞b000yr2tjo展現(xiàn)量517點擊量1點擊率(CTR)0.4608%每次點擊成本(CPC)$0.23花費7天總銷售額(￥)$0.00廣告成本銷售比(ACoS)$0.23問題：1.點擊率比較低2.展現(xiàn)超5003.產(chǎn)品差異性比較大后果：1.拉低廣告組權(quán)重處理方式：直接否掉該商品的定位投放。如何處理報告中的異常數(shù)據(jù)④情況分析：對于這種點擊次數(shù)極小的詞，因為數(shù)據(jù)太小，并不具備什么代表性，所以只能繼續(xù)觀察；處理方式：持續(xù)關(guān)注累計數(shù)據(jù)，數(shù)據(jù)拉大之后再根據(jù)表現(xiàn)進行處理。經(jīng)過優(yōu)化之后，第二階段自動報告數(shù)據(jù)情況單次點擊成本持續(xù)下降，ACoS也持續(xù)下降該數(shù)據(jù)為7月1日-9月2日數(shù)據(jù)客戶搜索詞展現(xiàn)量點擊量點擊率(CTR)每次點擊成本(CPC)花費總銷售額廣告成本銷售比(ACoS)lolitashoesplatformmaryjanesblacklolitashoesplatformshoeslolitacosplayshoeslolitafashionlolitaplatformshoesplatformshoes796541015048803597415235423027195815222824300228872300106457612021258767625852494236323232272221201.5090%1.2315%1.7828%1.8627%1.4933%1.6375%1.7179%2.5026%2.7595%1.2748%1.0660%1.1084%1.3913%2.5376%3.8194%1.3133%5.1813%$0.10$0.10$0.09$0.10$0.09$0.11$0.10$0.10$0.10$0.09$0.12$0.10$0.03$0.11$0.10$0.10$0.10$124.90$12.21$7.75$6.40$5.77$6.27$4.95$4.82$4.18$3.39$3.90$3.16$0.90$3.00$2.22$2.05$2.00$829.78$113.97$37.99$0.0015.0522%10.7133%20.4001%$0.00$75.98$35.99$37.99$111.97$0.00$37.99$0.00$35.99$0.008.2522%13.7538%12.6875%3.7331%①maryjaneshoeswomenplatformlolitashoesforwomenwomen'spumpslolitaheels10.2659%2.5007%b07l2b1d3cmaryjaneplatformmaryjanesplatformlolitashoe$0.00$0.00$73.981599386lolitamaryjanes2.7034%客戶搜索詞lolitashoesplatformmaryjanesblacklolitashoeslolitafashionlolitashoesforwomencosplayshoesplatformshoeslolitalolitaplatformshoeslolitabow展現(xiàn)量8874017160610559555004367437402789113516071101598點擊量

點擊率(CTR)每次點擊成本(CPC)$0.15花費$120.65$22.39$8.23$8.07$6.07$5.93$4.58$4.56$2.82$4.19$3.63$2.53總銷售額$863.77$73.98$75.98$35.99$0.00$0.00$37.99$0.00廣告成本銷售比(ACoS)13.9678%816138695950443736302826200.9195%0.8042%1.1302%0.9908%0.9992%1.1976%0.9893%1.2908%2.6432%1.7424%2.3615%3.3445%$0.16$0.12$0.14$0.12$0.13$0.12$0.13$0.0930.2649%10.8318%22.4229%②12.0558%11.0292%$0.00$37.99$0.00maryjaneplatformmaryjaneshoeswomenplatformlolitamaryjanes$0.15$0.14$0.13$0.00兩個階段的數(shù)據(jù)分析結(jié)論：①號款式持續(xù)表現(xiàn)優(yōu)異，具備爆款潛質(zhì)，2021年春季有望沖擊到較高排名。②號產(chǎn)品數(shù)據(jù)一般，但整體ACoS夠低。自然訂單占比逐步提升，不具備打造高排名的潛力。但有利可圖，每天能有幾單，可持續(xù)經(jīng)營。測品期產(chǎn)品表現(xiàn)極差怎么辦？量點擊率0.240.260.310.370.490.990.530.540.660.790.87RetroMoccasinBootsforWomenFauxSuedeFringeAnkleBootsSewingSideZipperFlatHeelBuckleStrapWinterBootieswithRivetWomenFashionFauxSuedeBootiesFlatHeelSideZipFringeRivetShortBoots1.檢查2.檢查廣告，下載報告看所獲得的點擊來自哪些關(guān)鍵詞，是否出現(xiàn)燒歪的現(xiàn)象。測品期產(chǎn)品表現(xiàn)極差—重開廣告1.修2.因為之前的數(shù)據(jù)太爛，表現(xiàn)依然不好，但是已排查listing質(zhì)量問題，第一周數(shù)據(jù)出來之后，開始優(yōu)化廣告。測品期產(chǎn)品表現(xiàn)極差—優(yōu)化廣告客戶搜索詞展現(xiàn)量點擊量點擊率(CTR)每次點擊成本(CPC)花費7天總銷售額(￥)廣告成本銷售比(ACoS)bootsforwomenwomensboots5954349993387957456655245344637734731525322121219313012110710799281560.4703%0.4287%0.6431%1.3652%0.5226%1.7668%1.0870%0.6623%0.4484%0.7958%1.7291%2.8571%1.9763%1.3575%3.3019%2.5907%0.7692%1.6529%0.9346%6.5421%1.0101%$0.72$0.81$1.03$0.92$1.00$0.42$0.85$0.82$1.08$0.97$0.77$0.83$0.97$0.64$0.45$0.92$1.18$0.70$0.80$0.73$0.56$20.18$12.13$6.15$10.98$3.00$4.24$5.09$2.46$2.16$2.91$4.59$7.50$4.85$1.91$3.18$4.60$1.18$1.40$0.80$5.11$0.56$0.00$0.00$0.00$0.00$0.00$0.00$0.00$0.00$0.00$0.00$0.00$0.00$39.99$0.00$0.00$0.00$0.00$0.00$0.00$0.00$0.00winterbootsforwomenbootiesforwomen123women'sankleboots&bootiesfringebootsforwomenanklebootsforwomenbootsforwomenwithheelwomen'smid-calfbootsmidcalfbootsforwomenwomenboots1063236ladiesboots9womens

booties512.1280%brownbootsforwomenfringeboots37blackbootsforwomenb0852w4bmp51womenswesternbootsheelsforwomen21moccasinbootsforwomenflatbootsforwomen711.根測品期產(chǎn)品表現(xiàn)極差—重開廣告1.剔2.亞馬遜的“飛輪”效應(yīng)逐漸其效果，自然流量越來越大。測品期產(chǎn)品表現(xiàn)極差—持續(xù)優(yōu)化客戶搜索詞印象數(shù)點擊量點擊率(CTR)每次點擊成本(CPC)花費7天總銷售額廣告成本銷售比(ACoS)fringe

boots

for

womenmoccasin

boots

for

womenfringebootswinterbootsforwomencowboy

boots

womenmoccasin

bootswomen'sankleboots&bootiesbootiesforwomenanklebootsforwomenwomenboots2993244919351873147114561401137111388298007277216215524723593174668401210501215141013137221214211331.5369%2.7766%2.0672%0.6407%0.6798%3.4341%0.8565%1.0941%1.2302%1.2063%1.6250%1.7882%0.9709%3.5427%2.1739%2.9661%5.8496%4.1009%1.0345%2.4476%$0.41$0.42$0.30$0.76$0.69$0.38$0.68$0.83$0.74$0.70$0.72$0.48$0.73$0.32$0.46$0.75$0.42$0.54$0.54$0.82$18.96$28.89$12.07$9.06$6.90$19.11$8.20$12.43$10.33$6.96$9.40$6.25$5.10$6.99$5.55$10.50$8.79$6.97$1.61$5.72$157.96$115.97$0.0012.0030%24.9116%$0.00$39.99$239.94$0.00$0.00$0.00$0.00$39.99$0.00$0.00$39.99$0.00$0.00$39.99$0.00$39.99$37.9917.2543%7.9645%womens

booties23.5059%17.4794%21.9805%flatbootsforwomenbootsforwomenwithheelmoccasin

bootiesflatbootsladiesbootsmoccasins

women

bootsmoccasinswomenwomens

cowboy

bootsblack

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for

women2902864.0260%15.0566%71.3.制定明年的排名沖刺計劃。4.進一步優(yōu)化ACOS。測品期產(chǎn)品表現(xiàn)極差—扭轉(zhuǎn)數(shù)據(jù)如何篩選關(guān)鍵詞來打手動？每次點擊成本投入產(chǎn)出比(RoAS)3.837天總訂單客戶搜索詞展現(xiàn)量

點擊量

點擊率(CTR)花費7天總銷售額(￥)

廣告成本銷售比(ACoS)7天總銷售量(#)

7天的轉(zhuǎn)化率(CPC)$0.20$0.22$0.31$0.25$0.18$0.21$0.34$0.24$0.19$0.25$0.22$0.19$0.41$0.42$0.16$0.18$0.22$0.19$0.22$0.16數(shù)(#)13720121210000000lolita

shoesplatform

mary

janesplatform

shoes38673115562318188117811738163410019186501554556373926332839231812111312101315131.6808%1.3413%1.9413%2.9771%2.0775%2.2440%1.5912%3.2967%3.0501%4.8327%3.0144%2.3747%1.8433%1.9231%2.7957%2.9197%2.7701%4.4828%5.6818%4.9430%$128.95$34.31$14.09$13.97$6.67$8.21$8.93$7.82$5.40$9.72$5.07$3.38$4.91$4.61$2.11$2.19$2.22$2.48$3.26$2.13$493.87$257.93$73.98$0.0026.1101%13.3021%19.0457%1372012121000000000002.0000%4.5161%4.4444%0.0000%2.7027%5.1282%3.8462%6.0606%3.5714%0.0000%0.0000%0.0000%0.0000%0.0000%0.0000%0.0000%0.0000%0.0000%0.0000%0.0000%7.525.250.005.409.254.039.207.040.000.000.000.000.000.000.000.00cosplay

shoeslolita

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shoeslolita

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heels$35.99$75.98$35.99$71.98$37.99$0.0018.5329%10.8055%24.8124%10.8641%14.2143%807763758651$0.00$0.00$0.00$0.00$0.00$0.00$0.00$0.00platform

heelsplatform

shoes

for

womenlolita

shoe572465411361290264263lolita

fashionplatform

shoes

lolitamary

jane

platform

shoesmary

janes

platformmary

janes

lolita00000.000.000.00$0.00$0.00為什么篩選這兩個詞來打手動？1.點擊率高、轉(zhuǎn)化率高、Acos可控。2.數(shù)據(jù)樣本夠大，最低點擊次數(shù)都有155次，數(shù)據(jù)參考價值高。選詞技巧—盈虧測算每次點擊成本(CPC)投入產(chǎn)出比(RoAS)3.837天總訂單數(shù)(#)13客戶搜索詞展現(xiàn)量

點擊量

點擊率(CTR)花費7天總銷售額(￥)

廣告成本銷售比(ACoS)7天總銷售量(#)

7天的轉(zhuǎn)化率lolita

shoesplatform

mary

janes38673115566501551.6808%1.3413%$0.20$0.22$128.95$34.31$493.87$257.9326.1101%13.3021%1372.0000%4.5161%7.527lolita

shoes這個詞盈虧測算單次點擊成本不變的情況下測算盈虧，以及不虧錢的情況下支持的最高競價轉(zhuǎn)化率：2%，意味著每出一單需要50次點擊，每次點擊成本0.2，算出每出一單預(yù)計廣告花費10美金。該產(chǎn)品毛利14.11美金。測算出廣告訂單盈虧平衡點最高出價0.28美金。但是自然訂單占比有56.8%，所以算上自然訂單，最高出價可接近0.4-0.5美金左右。盈虧算法公式：單均毛利-1/轉(zhuǎn)化率*單次點擊成本最高競價測算公式：單均毛利/（1/轉(zhuǎn)化率）選詞技巧—找出更多的長尾詞每次點擊成本(CPC)$0.20$0.21$0.19$0.27$0.24$0.13$0.23$0.11$0.14$0.17$0.16$0.17廣告成本銷售比(ACoS)26.1101%10.8055%14.2143%6.1765%投入產(chǎn)出比(RoAS)3.839.257.0416.190.000.00客戶搜索詞展現(xiàn)量點擊量

點擊率(CTR)花費總銷售額lolitashoeslolitashoesforwomenblacklolitashoes3867317389181381065428191016650392891.6808%2.2440%3.0501%6.5217%7.5472%7.4074%10.7143%15.7895%30.0000%12.5000%18.1818%40.0000%$128.95$8.21$5.40$2.47$1.90$0.52$0.69$0.32$0.43$0.34$0.31$0.34$493.87$75.98$37.99$39.99$0.00$0.00$0.00$0.00$0.00$0.00$0.00$0.00redlolitashoeswhitelolitashoes84333222platformlolitashoeswomenslolitashoeslolitashoeswhitelolitashoesplatformlolita

shoes

black0.000.000.000.000.000.00black

lolita

shoes

platformlolita

shoes

black

platform115操作流程：1.報告里搜索包含lolitashoes的關(guān)鍵詞2.篩選至少點擊次數(shù)3詞以上，表現(xiàn)好的長尾詞3.把這些詞加入手動廣告4.拉大數(shù)據(jù)后如果點擊率和轉(zhuǎn)化率依然可以，且自然排名不斷的打起來了，可繼續(xù)保留。反之，舍棄。5.繼續(xù)這個流程，找更多的長尾詞。6.所有能找到的相關(guān)的長尾詞都打起來之后，再去打大詞的排名。選詞技巧—找出更多的長尾詞每次點擊成本(CPC)$0.20$0.21$0.19$0.27$0.24$0.13$0.23$0.11$0.14$0.17$0.16$0.17廣告成本銷售比(ACoS)26.1101%10.8055%14.2143%6.1765%投入產(chǎn)出比(RoAS)3.839.257.0416.190.000.00客戶搜索詞展現(xiàn)量點擊量

點擊率(CTR)花費總銷售額lolitashoeslolitashoesforwomenblacklolitashoes3867317389181381065428191016650392891.6808%2.2440%3.0501%6.5217%7.5472%7.4074%10.7143%15.7895%30.0000%12.5000%18.1818%40.0000%$128.95$8.21$5.40$2.47$1.90$0.52$0.69$0.32$0.43$0.34$0.31$0.34$493.87$75.98$37.99$39.99$0.00$0.00$0.00$0.00$0.00$0.00$0.00$0.00redlolitashoeswhitelolitashoes84333222platformlolitashoeswomenslolitashoeslolitashoeswhitelolitashoesplatformlolita

shoes

black0.000.000.000.000.000.00black

lolita

shoes

platformlolita

shoes

black

platform115操作流程：1.報告里搜索包含lolitashoes的關(guān)鍵詞2.篩選至少點擊次數(shù)3詞以上，表現(xiàn)好的長尾詞3.把這些詞加入手動廣告4.拉大數(shù)據(jù)后如果點擊率和轉(zhuǎn)化率依然可以，且自然排名不斷的打起來了，可繼續(xù)保留。反之，舍棄。5.繼續(xù)這個流程，找更多的長尾詞。6.所有能找到的相關(guān)的長尾詞都打起來之后，再去打大詞的排名。積累廣告組權(quán)重—關(guān)注點擊率、轉(zhuǎn)化率客戶搜索詞印象數(shù)點擊量點擊率(CTR)

每次點擊成本(CPC)花費7天總銷售額

廣告成本銷售比(ACoS)投入產(chǎn)出比(RoAS)lolita

shoesmary

janes

platform

shoest

strap

heelsred

mary

janes

womenmary

jane

shoes

womenplatform

shoeswomens

t

strap

shoest

strap

pumpsred

mary

jane

heelst

strap

heel13400101077667157755543335629227920720120116315214514314211010310297139151091089253434354411.0373%1.4851%1.2887%1.3413%1.7331%1.4414%2.0785%0.5618%1.7123%1.0753%1.9324%1.4925%1.9900%1.8405%3.2895%2.7586%2.7972%0.7042%7.2727%6.7961%5.8824%4.1237%2.2222%3.6585%$0.16$0.26$0.16$0.27$0.22$0.30$0.16$0.15$0.20$0.13$0.13$0.15$0.12$0.27$0.29$0.28$0.27$0.19$0.16$0.23$0.28$0.16$0.19$0.32$22.01$3.97$1.61$2.47$2.20$2.39$1.45$0.29$1.00$0.38$0.53$0.46$0.48$0.82$1.46$1.10$1.07$0.19$1.29$1.62$1.66$0.63$0.37$0.97$345.91$0.00$37.99$35.99$0.00$0.00$37.99$0.00$0.00$0.00$0.00$0.00$0.00$0.00$0.00$0.00$0.00$0.00$0.00$0.00$0.00$0.00$0.00$0.006.3629%15.720.0023.6014.570.000.0026.200.000.000.000.000.000.000.000.000.000.000.000.000.000.000.000.000.004.2380%6.8630%3.8168%lolita

dresslolita

dressesplatform

shoes

lolitared

heels

for

womenred

mary

janesmary

jane

shoes

women

platformred

lolita

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womens

shoeslolita

shoe876423pink

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womenlolita

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shoeslolita

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for

womenred

heels9082自動廣告、手動詞組匹配及手動廣泛匹配中跑出來的詞（不管是關(guān)鍵詞還是ASIN），如果點擊率極低（前提是曝光至少500以上）那么可采取精準(zhǔn)否定的策略，提升廣告組的權(quán)重。對于轉(zhuǎn)化極低的詞（點擊次數(shù)至少100次以上），同理。注意觀察表現(xiàn)異常的關(guān)鍵詞競價的樓梯緩下策略哪些詞我們應(yīng)該在排名推起來后降低/關(guān)閉競價：①廣告虧損，且降低/關(guān)閉競價對我們的自然排名沒影響的詞②我的利潤最大化原則基礎(chǔ)上測算下來需要降低/關(guān)閉競價的詞降低競價就像下樓，你可以痛快的選擇跳下來（直接影響你該詞的自然排名）。也可以選擇走樓梯（在能穩(wěn)住自然排名的基礎(chǔ)之逐步試探降低競價）。5.如何突破瓶頸更上一層樓如何找到更多的大詞每次點擊成本(CPC)$0.20$0.22$0.31$0.25$0.18$0.21$0.34$0.24$0.19$0.25$0.22$0.19$0.41$0.42$0.16$0.18$0.22$0.19$0.22$0.16投入產(chǎn)出比(RoAS)3.837天總訂單客戶搜索詞展現(xiàn)量

點擊量

點擊率(CTR)花費7天總銷售額(￥)

廣告成本銷售比(ACoS)7天總銷售量(#)

7天的轉(zhuǎn)化率數(shù)(#)13720121210000000lolita

shoesplatform

mary

janesplatform

shoes3867