Most of the problems with old products are not "lack of traffic", but:
- Excessive noise from the entrance pool, cost dilution
- The architecture does not converge and the system is always relearning
Core Principles
Not to tune more diligently, but to converge more cleanly.
Track A: keywords and undertaking layer
- Incorporate multi-source vocabulary into Keyword Refiner
- Run the Relevance Test (Qualification)
- Run the Ranking Test (opportunity)
- Only keep executable keywords
- Use AI Listing to update the undertaking structure
Track B: SP advertising delivery layer
- Make hierarchical organization in SP Panoramic View
- Clear division of labor (volume expansion/incubation/risk control)
- Review the market on a 7-14 day basis and do not make major changes to the day-level structure.
Cycle discipline
- First 3 days: Look at the bottom line of click growth and advertising return
- Days 7-14: Remove persistently inefficient entrances
- Next cycle: Incorporate new verification entries into the structure
Optimized performance
- Increased proportion of natural orders
- Invalid spending decreased
- Enhanced reusability of effective search terms
Authoritative reference
- Amazon Ads official terminology and indicator description https://advertising.amazon.com/
- Amazon Ads Official Performance Analysis Guide https://advertising.amazon.com/