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Take a look at the Amazon Ad Ranking System

2024-06-06 17:49:08

Take a look at the Amazon Ad Ranking System

1, two sets of ranking system:


Natural ranking system (Organic Ranking): this is a ranking based on the quality of the product itself, sales, evaluation and many other factors. Natural ranking is the main part of the Amazon search results page, usually occupies most of the position.


Ad Ranking (Ad Ranking or Paid Ranking): This is a ranking system for products that are advertised. Ad Ranking is displayed at the top of the search results page, in the sidebar, etc., with the "Ad" or "Sponsored" logo. The Keyword Quality Score reflects the relevance of the advert to the user's search query, the click-through rate (CTR) and the quality of the advert's landing page. High quality score ads are more likely to get a better display position, and may be lower bidding costs.


2. Factors affecting the ranking of adverts:


Bid (Bid): this is the cost that sellers are willing to pay for each advert click. The higher the bid, the greater the chance that the advert will be displayed. While a high bid may result in a higher ad ranking, it is not the only determining factor.


Quality Score: The quality of an advert includes a number of factors such as the advert's click-through rate, conversion rate, and landing page experience. Amazon evaluates the relevance of the advert to the search query, the attractiveness of the advert, and the user experience on the landing page to give the advert a quality score.


Second Price Auction: Amazon uses this bidding model, meaning that advertisers only pay for the bid of the next advertiser below them in the rankings. For example, if the first advertiser bids 4, but the second advertiser only bids 3, then the first advertiser only needs to pay $ 3 fee.


3.Calculation of Ad Ranking:


Amazon ad rank is jointly determined by bidding and ad quality. Specifically, ad rank is proportional to the product of bidding price and ad quality. This means that even if the bidding price is low, if the advertisement quality is high, the advertisement may still get a high ranking.


4. Optimisation of ad rankings:


Sellers can improve ad rankings by increasing bids, optimising ad copy and images, and improving the user experience on landing pages. At the same time, sellers also need to pay close attention to advertising data, analyse the click rate, conversion rate and other indicators of the advertisement in order to adjust the advertising strategy in a timely manner.


The Amazon ad ranking system is a complex system involving multiple factors and algorithms. Sellers need to understand and master these rules in depth in order to effectively improve advertising results and achieve sales goals.
*** Translated with www.DeepL.com/Translator (free version) ***

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