为什么竞价那么高了还没有曝光？解析亚马逊广告相关性逻辑
亚马逊广告相关性逻辑因素解析
Analysis of Amazon Ad Relevance Factors
在上篇文章《亚马逊否定ASIN对你广告效果真的好吗？》中，我们讨论了否定ASIN的弊端。一味地否定ASIN会影响产品的相关性，导致排名下降和订单下滑。然而，很多卖家更关心的是：具体哪些ASIN应该否定，哪些应该保留？
In the previous article "Is Negating ASINs Really Good for Your Ad Performance?", we discussed the drawbacks of negating ASINs. Blindly negating ASINs can affect product relevance, leading to ranking drops and order declines. However, what most sellers really care about is: which specific ASINs should be negated and which should be retained?
为什么相关性如此重要？
Why is Relevance So Important?
相关性是亚马逊赋予广告系列和自然搜索排名的重要因素。如果没有相关性，你的广告可能不会根据你所出价的关键词展示。也就是说，只要不相关，无论你出价多少钱，都不会有展示。
Relevance is a key factor Amazon uses to determine ad campaign and organic search rankings. Without relevance, your ads may not show for the keywords you're bidding on. In other words, no matter how much you bid, you won't get impressions if your ad isn't relevant.
没有曝光的两大原因
Two Main Reasons for No Impressions
- 竞价是否太低 (Whether the bid is too low)
- 是否具有相关性 (Whether it has relevance)
如果你的竞价已经很高但仍然没有曝光，那就说明是相关性出了问题。
If your bids are already high but you're still not getting impressions, then it's a relevance issue.
亚马逊官方对相关性的解释
Amazon's Official Explanation of Relevance
"为了确保良好的客户体验，我们尝试显示与客户的搜索和浏览活动最相关的广告。"
"To ensure a good customer experience, we try to show ads that are most relevant to customers' search and browse activities."
影响相关性的关键因素
Key Factors Affecting Relevance
- 点击率 (Click-through rate)
- 转化率 (Conversion rate)
- 产品详情页内容 (Product detail page content)
- 广告素材 (Ad creative)
- 评论内容 (Review content)
- 星级评分 (Star rating)
提高相关性的实用建议
Practical Tips to Improve Relevance
- 在产品详情页嵌入广告关键词 (Embed ad keywords in product detail pages)
- 通过广告获取更多点击 (Get more clicks through ads)
- 提升listing转化率 (Improve listing conversion rate)
记住：相关性得分是基于关键词/定位和ASIN(着陆页)效果的综合指标，而不是基于总体广告系列的效果。
Remember: Relevance score is a comprehensive metric based on keyword/targeting and ASIN (landing page) performance, not overall campaign performance.
来源：Kris浩 (Source: Kris Hao)