Ubuchwepheshe BokukhangisaIzibalo nokuhlolaAmathuluzi Okukhangisa

I-Sellics Benchmarker: Ungalinganisa Kanjani I-akhawunti Yakho Yokukhangisa ye-Amazon

Kuvame ukuba nezikhathi lapho sizibuza khona, njengabakhangisi, ukuthi imali esetshenziswa yizikhangiso iqhuba kanjani uma kuqhathaniswa nabanye abakhangisi embonini yethu noma esiteshini esithile. Amasistimu ebhentshimakhi aklanyelwe lesi sizathu - futhi i-Sellics inombiko webhentshimakhi wamahhala, ophelele wakho I-Akhawunti Yokukhangisa ye-Amazon ukuqhathanisa ukusebenza kwakho nabanye.

Ukukhangiswa kwe-Amazon

Ukukhangisa kwe-Amazon kunikeza izindlela zabakhangisi zokuthuthukisa ukubonakala kumakhasimende ukuthola, ukubhekabheka, nokuthenga imikhiqizo nemikhiqizo. Izikhangiso zedijithali ze-Amazon zingaba yinoma iyiphi inhlanganisela yombhalo, isithombe, noma ividiyo, futhi zizovela yonke indawo kusuka kumawebhusayithi kuye ekuxhumaneni nomphakathi nokusakazwa kokuqukethwe. 

Ukukhangisa kwe-Amazon inikeza izinketho eziningi zokukhangisa, kufaka phakathi:

  • Imikhiqizo exhasiwe - izindleko zokuchofoza ngakunye (CPC) ezifaka uphawu lomkhiqizo wakho, isihloko esiyinhloko, nemikhiqizo eminingi. Lezi zikhangiso zivela emiphumeleni yokuthenga efanele futhi zisiza ukushayela ukutholakala komkhiqizo wakho phakathi kwamakhasimende athenga imikhiqizo efana neyakho.
  • Imikhiqizo Exhasiwe - izindleko zokuchofoza ngakunye (CPC) ezikhuthaza ukufakwa kuhlu komkhiqizo ngazinye ku-Amazon. Imikhiqizo exhasiwe isiza ukuthuthukisa ukubonakala kwemikhiqizo ngayinye ngezikhangiso ezivela kwimiphumela yosesho nasemakhasini emikhiqizo
  • Ukuboniswa okuxhasiwe - Isixazululo sokukhangisa sokubonisa ukuzisiza esikusiza ukuthi ukhulise ibhizinisi lakho nomkhiqizo wakho ku-Amazon ngokubandakanya abathengi kulo lonke uhambo lokuthenga, ukuvala nokuvala i-Amazon.

Amabhentshimakhi wesikhangiso se-Amazon

Ukuze udlule umncintiswano, udinga ukukuqonda. Futhi yilokhu okwenza ithuluzi le-Sellics Benchmarker libe ngcono kunanoma yini enye emakethe: lizokwenza beka ukusebenza kwakho kumongo futhi ikunikeze imininingwane engenzeka ukuze ukwenze umkhangisi onenzuzo ethe xaxa ku-Amazon. I I-Sellics Benchmarker ihlaziya ukusebenza kwakho kumikhiqizo exhasiwe, ama-Sponsored Brands, naku-Sponsored Display futhi ikubonise ngqo lapho wenza khona kahle nalapho ungathuthukisa khona.

Amamethrikhi wokubika wokulinganisa abalulekile aqhathaniswa yilena:

  • Amafomethi ezikhangiso axhasiwe: Ngabe usebenzisa wonke amafomethi afanele i-Amazon okufanele inikele ngawo? Ngamunye unamasu namathuba akhe ahlukile. Hlaziya imikhiqizo exhasiwe, ama-Brands axhasiwe nokubonisa okuxhasiwe
  • Amaphuzu anemininingwane: Qonda ukuthi ungowaphezulu kwama-20% - noma phansi
  • Qhathanisa nezindleko zokukhangisa zokuthengisa (I-ACOS): Ayini amaphesenti wokuthengisa okuqondile okwenze kusuka kumikhankaso yezikhangiso exhasiwe ngokuqhathanisa nomkhangisi ophakathi? Ngabe nawe uyakhathalela kakhulu? Qonda amandla wokwenza inzuzo esigabeni sakho
  • Benchmark Izindleko Zakho Ngokuchofoza ngakunye (I-CPC) Abanye bakhokha malini ngokuchofoza okufanayo? Funda ukuthi ungayithola kanjani ibhidi ephelele
  • Khulisa izinga lakho lokuchofoza (CTR): Ngabe amafomethi wakho wesikhangiso ayedlula imakethe? Uma kungenjalo, funda ukuthi ungawandisa kanjani amathuba wokuchofoza
  • Thuthukisa isilinganiso sokuguqulwa kwe-Amazon (I-CVR) Amakhasimende aziqedela ngokushesha kangakanani izenzo ezithile ngemuva kokuchofoza isikhangiso. Ngabe imikhiqizo yakho ithengwe kakhulu kuneminye? Funda ukuthi ushaye kanjani imakethe futhi uqinisekise abathengi

Ngokusekelwe kudatha emelela u-$2.5B emalini engenayo yezikhangiso yonkana imikhiqizo engu-170,000 nezigaba zemikhiqizo engu-20,000, I-Sellics Benchmarker iyithuluzi elinamandla kakhulu lokusebenza kwesikhangiso emakethe. Futhi kumahhala. Indawo yemakethe ngayinye, imboni, iqoqo lefomethi lihlanganisa okungenani izinhlobo ezingama-20 ezihlukile. Izilinganiso yizibalo eziphakathi kwezobuchwepheshe ezenzelwe ukuphendula abathengisa izinto ngaphandle.

Beka uphawu lwe-Akhawunti Yakho Yokukhangisa ye-Amazon

Ukuqalisa Ngombiko Wakho Webhentshimakhi ye-Sellics

Uma usufake isicelo sakho Iwebhusayithi yeSellics, uzothola umbiko wakho wamahhala engakapheli amahora angama-24. Uma uvula umbiko, uzobona ibheji lokusebenza ekhoneni eliphezulu kwesokudla ikunikeza isikolo sonke se-akhawunti. Ngokushesha, uthola umbono omuhle wokuthi wenza kanjani nokuthi yini yakho amandla okukhula kuyinto. 

Umbiko we-Amazon Benchmarks ovela kwaSellics

Amabheji ahlukene abonisa ukuma sekukonke kwe-akhawunti yakho ngale ndlela elandelayo:

  • IPlatinum: I-10% ephezulu kontanga
  • Igolide: I-20% ephezulu kontanga
  • Isiliva: I-50% ephezulu kontanga
  • Ibhulonzi: Okuphansi okungu-50% kontanga.

I-TIP PRO: Sebenzisa ibhuku inkinobho yokushaya ukuze ube nengxoxo yamahhala nomunye wochwepheshe bezikhangiso ze-Sellics' Amazon. Bangakusiza utolike eyakho I-Sellics Benchmarker kubika noma ukukutshela kabanzi mayelana nokuthi ungasebenzisa kanjani i-Sellics ukuze uthuthukise imikhankaso yakho yokukhangisa.

I-Amazon Ad Comparison Benchmark

Ngezansi nje uzothola isigaba sesifinyezo, esibonisa ukusebenza kwakho kukonke kanye Nezinkomba Zokusebenza Ezibalulekile ezisebenza kahle kakhulu nezimbi kakhulu (I-KPIs) ngokubuka nje. Ungasebenzisa inkinobho engaphezulu kwesokudla ukuze ukhethe ukuthi ungathanda yini ukuqhathanisa ukusebenza kwakho namabhentshimakhi ahlobene noma nokusebenza kwenyanga yakho edlule.

Qonda izinguquko kuma-KPI akho e-Amazon Advertising 

Ama-KPI asezingeni eliphezulu njenge-ACoS athonywa izinto eziningi ezahlukene, kungaba nzima ukwazi ukuthi yini edala izinguquko ekusebenzeni. 

I-Amazon KPIs - Ifaneli Yokusebenza

I-funnel yokusebenza muhle ngoba

  1. Ungabona wonke amamethrikhi akho endaweni eyodwa.
  2. Ifaneli ibonisa ukuthi imethrikhi ngayinye ingena kanjani kuma-KPIs akho, ikuvumela ukuthi ubone kalula ukuthi yini edala izinguquko.

Esibonelweni sombiko wedemo ngenhla, ungabona ukuthi i-ACoS ikhuphuke ngoba ukusetshenziswa kwezikhangiso kukhuphuke ngaphezu kokuthengiswa kwezikhangiso. Ngaphezu kwalokho, ngiyabona ukuthi ukwehla kwezinga lokuguqulwa kanye nenani le-oda elimaphakathi (I-AOV) ibambe ukuthengiswa kwezikhangiso.

Qiniseka ukuthi uchofoza ku- Izinguquko zenyanga-Phezu kwenyanga inkinobho ngaphansi kwefaneli ukuze ulandelele ukusebenza kwakho ngokuhamba kwesikhathi. 

Thola Imikhiqizo Ye-Amazon Ngomthelela Omkhulu Kakhulu (Omuhle noma Omubi)

Nge Impact Driver Analysis, ungakwazi ukubona ngokushesha ukuthi imiphi imikhiqizo enikela kakhulu—kokubili okuhle (okuluhlaza) kanye nokubi (okubomvu)—ezinguqukweni zakho zokusebenza zenyanga nenyanga yawo wonke ama-KPI ayinhloko, okuhlanganisa ukusetshenziswa kwemali kwezikhangiso kanye ne-ACoS.

I-Amazon Bechmarks - Imikhiqizo Enomthelela omuhle kakhulu futhi omubi

I-Impact Driver Analysis izophendula imibuzo ebalulekile, njengokuthi:

  • Kungani ukuthengiswa kwesikhangiso sami kunyuke/kwehla?
  • Yimiphi imikhiqizo ebangele ukwehla/ukwenyuka kwe-ACoS, ukuthengiswa kwezikhangiso?
  • Ikhule kuphi i-CPC yami kunenyanga edlule?

Usebenzisa noma yimaphi amashadi kulawa mathuluzi amathathu (impophoma, imephu yesihlahla, noma ithebula lomkhiqizo), ungakwazi ukuhlonza ngokushesha futhi kalula abadlali bakho abaqine kakhulu kanye namathuba akho amakhulu okuthuthukisa. 

Leli ithuluzi elibalulekile kunoma yimuphi umkhangisi!

Beka uphawu lwe-Akhawunti Yakho Yokukhangisa ye-Amazon

Thola i-Deep-Dive Yama-ASIN Akho aphezulu ayi-100

Isigaba Sokuhlaziywa Komkhiqizo siyingxenye engiyithandayo yethuluzi ngoba sikunikeza idatha yokusebenza kwezinga le-ASIN. Njengefaneli yokusebenza, idizayini ikuvumela ukuthi wenze ukuhlaziya okunamandla kalula, futhi okubaluleke kakhulu, kulula ukuyiqonda.  

isithombe 6

Okokuqala, ngithanda ukusebenzisa i- Izihlungi inkinobho yokuhlunga ngenani elincane lemali echithwe yizikhangiso. Ngale ndlela, ngiyazi ukuthi ngilungiselela imikhiqizo enomthelela omkhulu ekusebenzeni sekukonke. 

Bese kuthi ngemikhiqizo esele, ngibheke imibuthano enemibala eduze kwama-KPI ukuze ngibone ukuthi ingaphezulu noma ingaphansi kwebhentshimakhi yesigaba esingaphansi. Isistimu yokubhala ikhodi isebenza kanje: 

  • Okuluhlaza: uphezulu ku-40% = umsebenzi omuhle
  • Ophuzi: uphakathi 20% = udinga ukuthuthukisa
  • Okubomvu: ungaphansi kuka-40% = unamathuba amakhulu okukhula.

Ngenxa yokuthi i-ACoS inqunywa izinga lokuchofoza (CTR), izinga lokuguqulwa (CVR), kanye nezindleko ngokuchofoza ngakunye (CPC), ngivame ukubheka amachashazi abomvu naphuzi eduze kwe-CTR, CVR, noma i-CPC yami, bese ngiqala. nokuthuthukisa labo abane Isofthiwe ye-Sellics.

Nakuba ungadingi isofthiwe ye-Sellics ukuze thola umbiko wakho wamahhala we-Sellics Benchmarker, ngiyayincoma impela! Banezici ezizenzakalelayo kanye nezici ze-AI ezisebenzisa amandla edatha enkulu ukukwenzela konke okukusindayo. 

Beka uphawu lwe-Akhawunti Yakho Yokukhangisa ye-Amazon

Isu Lomkhankaso Wezinga Eliphezulu 

I-inthanethi igcwele izeluleko mayelana nendlela yokuthuthukisa ama-KPIs akho, kodwa bambalwa kakhulu abantu abazongena emfundisweni yokuthi kufanele uyihlele kanjani imikhankaso yakho yezikhangiso. Ngaphandle uma ubakhokhela imali eningi, okungukuthi. 

Lena enye indawo lapho I-Sellics Benchmarker iletha inani elimangalisayo. Isigaba Sesakhiwo Se-akhawunti sikunikeza ukubuka konke kokuthi i-akhawunti yakho isethwa kanjani futhi uyiqhathanisa namanye ama-akhawunti asebenza kahle kakhulu.

I-Sellics Benchmarker - Izisekelo Zokusebenza (Amagama angukhiye, i-ASIN, Imikhankaso, Amaqembu Esikhangiso)

Ithuluzi libala amamethrikhi amathathu ahlukene: amaqembu esikhangiso/umkhankaso, ama-ASIN/umkhankaso, namagama angukhiye/umkhankaso. Bese ikunikeza “amabanga” afundeka kalula ngalinye. Isistimu yokugreda isebenza ngale ndlela elandelayo:

  • green: kuhle
  • ophuzi: cabanga ukwenza izinguquko ezithile
  • red: cishe udinga ukuhlela kabusha imikhankaso yakho.

Ngaphandle kwalapho ungumkhangisi osebenzisa imali engaphezu kuka-$10,000 ezikhangisweni ngenyanga, nansi eminye imihlahlandlela evamile etuswa ithuluzi.

  1. Amaqembu ezikhangiso/Umkhankaso: Ukuba namaqembu ezikhangiso ambalwa ngomkhankaso ngamunye kuzokunikeza ukulawula okwengeziwe kubhajethi yakho. 
  2. Ama-ASIN/Iqembu Lesikhangiso: Kubakhangisi abaningi, kufika kuma-ASIN akhangisiwe angu-5 iqembu ngalinye lesikhangiso azofaneleka.
  3. Amagama angukhiye/Iqembu lesikhangiso: Kubakhangisi abaningi, amagama angukhiye aphakathi kuka-5 nangu-20 ngeqembu ngalinye lesikhangiso azosebenza kangcono kakhulu.

I-Amazon Ad Format Deep-Dive

Kubakhangisi abasebenzisa Imikhiqizo Exhasiwe kanye Nokubonisa Okuxhasiwe, ifomethi ye-deep-dive yefomethi ingenye yezingxenye ezihamba phambili ze umbiko we-Sellics Benchmarker

Umfanekiso ubonisa ukusatshalaliswa kwezindleko zami zesikhangiso uma kuqhathaniswa nebhentshimakhi yesigaba, ukuze ngibone kalula ukuthi kufanele yini ngicabange ukutshala imali eningi noma encane ohlotsheni lwesikhangiso. 

Amazon Ad Spend vs Isigaba Benchmark

Ukuskrolela phansi, ungathola amabanga e-KPI efomethi yesikhangiso kanye nama-Benchmarks. Uma uchofoza inkinobho ethi “+” eduze kwanoma iyiphi enye yama-KPIs uzokwazi ukwenza ukuhlaziya kwezinga le-ASIN kuma-ASIN owakhangisa ngemikhiqizo exhasiwe. 

Imikhiqizo exhaswe ama-Amazon

Enye yezinto ezinhle kakhulu ze-Sellics Benchmarker ukuthi ngemva kokubhalisela umbiko wakho wokuqala, uzothola umbiko njalo ezinsukwini ezingu-30 oqukethe idatha yenyanga edlule. Ngale ndlela, ungaqhubeka nokuthuthukisa futhi ulungise kahle i-akhawunti yakho ukuze ufinyelele imigomo yakho yokukhangisa ye-Amazon.

Inani elinikezwa yileli thuluzi likhulu kakhulu. Thola umbiko wakho wamahhala we-Sellics Benchmarker namuhla ukuyisa ukukhangisa kwakho ezingeni elilandelayo futhi unqobe umncintiswano.

Beka uphawu lwe-Akhawunti Yakho Yokukhangisa ye-Amazon

Ukuzikhulula: Ngingumuntu ohlangene we I-Sellics.

Douglas Karr

Douglas Karr i-CMO ye VulaINSIGHTS kanye nomsunguli we Martech Zone. UDouglas usize inqwaba yeziqalo eziphumelelayo ze-MarTech, uye wasiza ekukhuthaleni okungaphezu kuka-$5 bil ekuthengeni nasekutshalweni kwe-Martech, futhi uyaqhubeka nokusiza izinkampani ekusebenziseni nasekuzenzeleni amasu azo okuthengisa nokumaketha. UDouglas uyingcweti yokuguqula idijithali eyaziwa emhlabeni wonke kanye nesikhulumi se-MarTech. UDouglas futhi ungumbhali oshicilelwe wencwadi kaDummie kanye nencwadi yobuholi bebhizinisi.

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