For sustainable advertising growth, three things must be true at the same time:
- Architecture: clear layering
- Prediction: First distinguish between potential entrances and money-eating entrances
- Bid: Execute price discipline by tier target
1) Do the architecture first
Entries are separated by type and role:
- Keyword line and product line
- Volume level, incubation level, and risk control level
2) Do prediction and classification again
Based on historical performance signals, resources are prioritized for high-probability conversion portals.
3) Finally make bidding discipline
The bidding strategy must serve the goals of each layer, rather than one global rule.
Business results
When the three work together, the account will be more stable:
- Lower structure-borne noise
- Greater budget concentration
- TACoS is more predictable
Authoritative reference
- Amazon Ads official terminology and optimization language https://advertising.amazon.com/
- Amazon Advertising Official: SP Advertising https://advertising.amazon.com/solutions/products/sponsored-products