亚马逊否定ASIN功能真的能提升广告效果吗？深入解析相关性逻辑
亚马逊否定ASIN功能真的能提升广告效果吗？深入解析相关性逻辑
Does Amazon's Negative ASIN Feature Really Improve Ad Performance? Deep Dive into Relevance Logic
最近亚马逊悄悄推出了否定ASIN的新功能，虽然没有官方公告，但在卖家圈引起了巨大反响。许多卖家认为这个功能能帮助节省广告开支，但事实真的如此吗？
Recently, Amazon quietly launched a new Negative ASIN feature. Though unannounced, it created huge waves in the seller community. Many sellers believe this feature can help reduce ad spend, but is that really the case?
经过两周的测试，我们发现：否定不出单的ASIN后，曝光减少，点击减少，自然排名下降。这背后的原因与亚马逊的相关性逻辑密切相关。
After two weeks of testing, we found that: after negating non-converting ASINs, impressions decreased, clicks dropped, and organic rankings fell. The reason behind this is closely related to Amazon's relevance logic.
相关性逻辑解析 | Understanding Relevance Logic
亚马逊有两种相关性：
1. 广告相关性 - 决定广告排名
2. 自然搜索相关性 - 决定自然排名
Amazon has two types of relevance:
1. Ad relevance - determines ad ranking
2. Organic search relevance - determines organic ranking
点击率(CTR)是计算相关性的重要指标。当用户搜索产品时，点击越多，系统认为该关键词与产品相关性越高。
Click-through rate (CTR) is a key metric for calculating relevance. When users search for products, more clicks indicate higher relevance between the keyword and product in the system's view.
为什么否定ASIN会影响排名？ | Why Does Negative ASIN Affect Rankings?
举例说明：
假设你的产品ASIN #A与ASIN #B、#C都关联关键词"iPhone case"。否定ASIN #B后，你的相关性从100%降至67%。这意味着：
Example:
Assume your product ASIN #A is related to ASIN #B and #C for the keyword "iPhone case". After negating ASIN #B, your relevance drops from 100% to 67%. This means:
- 自然排名下降 | Organic ranking drops
- 广告展示机会减少 | Fewer ad impressions
- 点击量减少 | Fewer clicks
- 订单量下降 | Fewer orders
重要建议 | Key Recommendations
1. 不要盲目否定ASIN | Don't blindly negate ASINs
2. 保持足够的点击率 | Maintain sufficient CTR
3. 关联流量多的产品要特别谨慎 | Be extra cautious with products that rely heavily on related traffic
记住：不是所有不出单的ASIN都应该被否定。相关性是亚马逊搜索算法的核心，需要全面考虑。
Remember: Not all non-converting ASINs should be negated. Relevance is at the core of Amazon's search algorithm and requires comprehensive consideration.
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Want to learn more about Amazon ad optimization? Stay tuned for our follow-up articles.
