Monday, February 25, 2019

keyword list

keyword list


Do Amazon's New 'Dynamic Bid' Ads Improve Sales? - Practical Ecommerce

Posted: 24 Feb 2019 06:26 AM PST

Amazon's new bidding options for Sponsored Product ads can be effective so long as seller-advertisers do not spend more than the gross profit of each item.

Amazon's new bidding options for Sponsored Product ads can be effective so long as seller-advertisers do not spend more than the gross profit of each item. Image: Amazon.

The Amazon Marketplace continues to evolve. Amazon is improving its seller tools for success on the platform. The key is understanding how to use them.

Last month Amazon announced improvements to its Sponsored Product ads with the addition of dynamic bids and the option to adjust bids by placement.

My firm has been testing these additions. Are they driving sales and profits or do they simply increase ad spend?

Advertising Automation

Many sellers use third-party automation tools to manage ads. In my estimation, in launching the new tools Amazon is trying to eliminate the need for third-party options.

To be sure, automation can be a valuable tool. It can help a brand scale faster. But I have not been impressed with third-party ad automation platforms for Amazon sellers. I have tested a lot of them. Many do not perform as promoted. They frequently use simple automation rules. But ad effectiveness is not as simple as basic rules.

For example, we have tested automation tools that increase keyword bid prices. The goal is to get a certain number of clicks. These programs do not use artificial intelligence. I've seen keywords reach the target without converting, which prompts the systems to move the search term to the negative keyword list. If you're not paying attention, the tool could remove high-value keywords that had a bad week.

Thus increasing bid prices doesn't always work. Yes, the increased bid might get the required clicks. But, at what cost? Ad spend can skyrocket. It's especially risky if you have over 100 keywords in an ad group.

As such, the problem with rules-based automation is that it doesn't think critically. It doesn't consider other product attributes. Efficient advertising analyzes a lot of data. Gross profit, for example, is often overlooked in automation. Some items have low gross profit. The cost of acquiring an order needs constant management. Otherwise, advertising isn't profitable.

Also, consider product variations when advertising. An item may come in multiple colors, but just one color dominates. In that case, promoting the popular variation is sufficient. The customer will see color variations when they get to the page.

There are subtleties to consider when building ads. Hard and fast rules about clicks and negative keywords aren't effective.

Amazon's Dynamic Bidding

Dynamic bidding is one of the best improvements I've seen on Amazon's ad platform. Amazon has added dynamic bidding and "adjust bids by placement" selections. These options are available when you build a Sponsored Products ad campaign.

Here is a quick rundown.

  • Dynamic Bids Down Only. This option has always been in place. It was never publicized. How does it work? If you bid $1 on a keyword, you could get clicks for any amount under $1.
  • Dynamic Bids Up and Down. This option raises the bid if it converts. Amazon will automatically increase the bid up to a maximum increase of 100 percent — if you bid $1, you may see clicks at $2.
  • Fixed Bids. You set the bid price per keyword and Amazon doesn't change it. It's fixed.

With the "adjust bids by placement" option, you can enter a percentage that you're willing to increase the bid. Automation adjusts the bid to get the product higher on first-page search results. Also, it will attempt to place ads on product pages. You can increase your bids by up to 900 percent.

Dynamic bidding and bid adjustments work together, with the adjusted bids occurring first.

Here's an example. Say your initial bid is $1. The ad is set to use adjust bids by placement. To get to the top of the search page, you are willing to increase your bid by 50 percent. In this case, the bid may start at $1.50. Dynamic bidding may increase this to a maximum of $3, as follows.

$1 (initial bid) * 1.5 (50 percent bid adjustment) = $1.50 + $1.50 (100 percent dynamic bidding max) = $3 click cost.

Evaluation

Does it work?

Yes, but with a caveat.

I have employed this strategy for a few ad accounts. Traffic and sales have increased across the board. I can see improved ad placement and more clicks and sales.

So, what's the caveat?

Before you build a pay-per-click ad strategy, understand the data, especially the relationship between cost per click, product conversion rate, and product profitability. Knowing this helps determines how much you can spend to acquire an order.

For example, say a product page typically converts at 11 percent. The average cost per click is $2. The average cost of acquisition would be $18.18, as follows.

Cost per click ÷ Conversion rate = Cost of acquisition

$2 ÷ .11 = $18.18

Thus the gross profit for this product needs to be higher than $18.18. Otherwise, you're losing money. Unfortunately, many sellers don't use this calculation. But, it's a fundamental ecommerce metric.

So, yes, Amazon's dynamic bids and adjusted bids can be effective if the maximum spend maintains profitability.

Oscars 2019: Full Winners List - Vanity Fair

Posted: 24 Feb 2019 05:00 PM PST

After months of glamorous preamble, anxious speculation—and more than a few controversies—Oscar night arrived on Sunday, filled with both expected wins (Rami Malek as best actor; Alfonso Cuarón as best director) and upsets—specifically best picture, which went to Green Book over Roma, and best actress Olivia Colman, who received a stunning victory over expected victor Glenn Close.

Though the Green Book producers hardly seemed fazed at their underdog win—which came after the film had already secured the best-supporting-actor and best-original-screenplay prizes—Colman was as shocked as anyone else as she accepted her award, stammering out, "It's genuinely quite stressful!" as she took the stage. The genuine emotion of her acceptance speech was matched only by the crackling chemistry shared by Lady Gaga and Bradley Cooper, who melted hearts and minds with their soulful rendition of "Shallow"—the Star Is Born rallying cry that wound up winning best original song.

Look below for a full list of winners, recorded in the order in which they were announced. And don't go anywhere—because now that the show is over, it's time for Vanity Fair's Oscar party livestream to begin.

Best Picture

Black Panther
BlacKkKlansman
Bohemian Rhapsody
The Favourite
Green Book
Roma
A Star Is Born
Vice

Best Director

Alfonso Cuarón, Roma
Yorgos Lanthimos, The Favourite
Spike Lee, BlacKkKlansman
Adam McKay, Vice
Pawel Pawlikowski, Cold War

Best Actress

Yalitza Aparicio, Roma
Glenn Close, The Wife
Olivia Colman, The Favourite
Lady Gaga, A Star Is Born
Melissa McCarthy, Can You Ever Forgive Me?

Best Actor

Christian Bale, Vice
Bradley Cooper, A Star Is Born
Willem Dafoe, At Eternity's Gate
Rami Malek, Bohemian Rhapsody
Viggo Mortensen, Green Book

Best Original Song

"All the Stars," Black Panther
"I'll Fight," RBG
"The Place Where Lost Things Go," Mary Poppins Returns
"Shallow," A Star Is Born
"When a Cowboy Trades His Spurs for Wings," The Ballad of Buster Scruggs

Best Original Score

Black Panther
BlacKkKlansman
If Beale Street Could Talk
Isle of Dogs
Mary Poppins Returns

Best Adapted Screenplay

The Ballad of Buster Scruggs
BlacKkKlansman
Can You Ever Forgive Me?
If Beale Street Could Talk
A Star Is Born

Best Original Screenplay

The Favourite
First Reformed
Green Book
Roma
Vice

Best Live Action Short Film

Detainment
Fauve
Marguerite
Mother
Skin

Best Visual Effects

Avengers: Infinity War
Christopher Robin
First Man
Ready Player One
Solo: A Star Wars Story

Best Documentary Short Subject

Black Sheep
End Game Lifeboat
A Night at the Garden
Period. End of Sentence

Best Animated Short Film

Animal Behavior Bao
Late Afternoon
One Small Step
Weekends

Best Animated Feature

Incredibles 2
Isle of Dogs
Mirai
Ralph Breaks the Internet
Spider-Man: Into the Spider-Verse

Best Supporting Actor

Mahershala Ali, Green Book
Adam Driver, BlacKkKlansman
Sam Elliott, A Star Is Born
Richard E. Grant, Can You Ever Forgive Me?
Sam Rockwell, Vice

Best Film Editing

BlacKkKlansman
Bohemian Rhapsody
The Favourite
Green Book
Vice

Best Foreign Language Film

Capernaum (Lebanon)
Cold War (Poland)
Never Look Away (Germany)
Roma (Mexico)
Shoplifters (Japan)

Best Sound Mixing

Black Panther
Bohemian Rhapsody
First Man
Roma
A Star Is Born

Best Sound Editing

Black Panther
Bohemian Rhapsody
First Man
A Quiet Place
Roma

Best Cinematography

Cold War
The Favourite
Never Look Away
Roma
A Star Is Born

Best Production Design

Black Panther
The Favourite
First Man
Mary Poppins Returns
Roma

Best Costume Design

The Ballad of Buster Scruggs
Black Panther
The Favourite
Mary Poppins Returns
Mary Queen of Scots

Best Makeup and Hairstyling

Border
Mary Queen of Scots
Vice

Best Documentary Feature

Free Solo
Hale County This Morning, This Evening
Minding the Gap
Of Fathers and Sons
RBG

Best Supporting Actress

Amy Adams, Vice
Marina de Tavira, Roma
Regina King, If Beale Street Could Talk
Emma Stone, The Favourite
Rachel Weisz, The Favourite

More Oscar Coverage from Vanity Fair:

— Check here for our comprehensive coverage

— See the full list of Oscar winners

— See the best-dressed stars on the red carpet

— The quick, hostless opening riff

— Lady Gaga dazzles with a rare Tiffany diamond

Looking for more? Sign up for our daily Hollywood newsletter and never miss a story.

Get Vanity Fair's HWD Newsletter

Sign up for essential industry and award news from Hollywood.

keyword list


Do Amazon's New 'Dynamic Bid' Ads Improve Sales? - Practical Ecommerce

Posted: 24 Feb 2019 06:26 AM PST

Amazon's new bidding options for Sponsored Product ads can be effective so long as seller-advertisers do not spend more than the gross profit of each item.

Amazon's new bidding options for Sponsored Product ads can be effective so long as seller-advertisers do not spend more than the gross profit of each item. Image: Amazon.

The Amazon Marketplace continues to evolve. Amazon is improving its seller tools for success on the platform. The key is understanding how to use them.

Last month Amazon announced improvements to its Sponsored Product ads with the addition of dynamic bids and the option to adjust bids by placement.

My firm has been testing these additions. Are they driving sales and profits or do they simply increase ad spend?

Advertising Automation

Many sellers use third-party automation tools to manage ads. In my estimation, in launching the new tools Amazon is trying to eliminate the need for third-party options.

To be sure, automation can be a valuable tool. It can help a brand scale faster. But I have not been impressed with third-party ad automation platforms for Amazon sellers. I have tested a lot of them. Many do not perform as promoted. They frequently use simple automation rules. But ad effectiveness is not as simple as basic rules.

For example, we have tested automation tools that increase keyword bid prices. The goal is to get a certain number of clicks. These programs do not use artificial intelligence. I've seen keywords reach the target without converting, which prompts the systems to move the search term to the negative keyword list. If you're not paying attention, the tool could remove high-value keywords that had a bad week.

Thus increasing bid prices doesn't always work. Yes, the increased bid might get the required clicks. But, at what cost? Ad spend can skyrocket. It's especially risky if you have over 100 keywords in an ad group.

As such, the problem with rules-based automation is that it doesn't think critically. It doesn't consider other product attributes. Efficient advertising analyzes a lot of data. Gross profit, for example, is often overlooked in automation. Some items have low gross profit. The cost of acquiring an order needs constant management. Otherwise, advertising isn't profitable.

Also, consider product variations when advertising. An item may come in multiple colors, but just one color dominates. In that case, promoting the popular variation is sufficient. The customer will see color variations when they get to the page.

There are subtleties to consider when building ads. Hard and fast rules about clicks and negative keywords aren't effective.

Amazon's Dynamic Bidding

Dynamic bidding is one of the best improvements I've seen on Amazon's ad platform. Amazon has added dynamic bidding and "adjust bids by placement" selections. These options are available when you build a Sponsored Products ad campaign.

Here is a quick rundown.

  • Dynamic Bids Down Only. This option has always been in place. It was never publicized. How does it work? If you bid $1 on a keyword, you could get clicks for any amount under $1.
  • Dynamic Bids Up and Down. This option raises the bid if it converts. Amazon will automatically increase the bid up to a maximum increase of 100 percent — if you bid $1, you may see clicks at $2.
  • Fixed Bids. You set the bid price per keyword and Amazon doesn't change it. It's fixed.

With the "adjust bids by placement" option, you can enter a percentage that you're willing to increase the bid. Automation adjusts the bid to get the product higher on first-page search results. Also, it will attempt to place ads on product pages. You can increase your bids by up to 900 percent.

Dynamic bidding and bid adjustments work together, with the adjusted bids occurring first.

Here's an example. Say your initial bid is $1. The ad is set to use adjust bids by placement. To get to the top of the search page, you are willing to increase your bid by 50 percent. In this case, the bid may start at $1.50. Dynamic bidding may increase this to a maximum of $3, as follows.

$1 (initial bid) * 1.5 (50 percent bid adjustment) = $1.50 + $1.50 (100 percent dynamic bidding max) = $3 click cost.

Evaluation

Does it work?

Yes, but with a caveat.

I have employed this strategy for a few ad accounts. Traffic and sales have increased across the board. I can see improved ad placement and more clicks and sales.

So, what's the caveat?

Before you build a pay-per-click ad strategy, understand the data, especially the relationship between cost per click, product conversion rate, and product profitability. Knowing this helps determines how much you can spend to acquire an order.

For example, say a product page typically converts at 11 percent. The average cost per click is $2. The average cost of acquisition would be $18.18, as follows.

Cost per click ÷ Conversion rate = Cost of acquisition

$2 ÷ .11 = $18.18

Thus the gross profit for this product needs to be higher than $18.18. Otherwise, you're losing money. Unfortunately, many sellers don't use this calculation. But, it's a fundamental ecommerce metric.

So, yes, Amazon's dynamic bids and adjusted bids can be effective if the maximum spend maintains profitability.

Oscars 2019: Full Winners List - Vanity Fair

Posted: 24 Feb 2019 05:00 PM PST

After months of glamorous preamble, anxious speculation—and more than a few controversies—Oscar night arrived on Sunday, filled with both expected wins (Rami Malek as best actor; Alfonso Cuarón as best director) and upsets—specifically best picture, which went to Green Book over Roma, and best actress Olivia Colman, who received a stunning victory over expected victor Glenn Close.

Though the Green Book producers hardly seemed fazed at their underdog win—which came after the film had already secured the best-supporting-actor and best-original-screenplay prizes—Colman was as shocked as anyone else as she accepted her award, stammering out, "It's genuinely quite stressful!" as she took the stage. The genuine emotion of her acceptance speech was matched only by the crackling chemistry shared by Lady Gaga and Bradley Cooper, who melted hearts and minds with their soulful rendition of "Shallow"—the Star Is Born rallying cry that wound up winning best original song.

Look below for a full list of winners, recorded in the order in which they were announced. And don't go anywhere—because now that the show is over, it's time for Vanity Fair's Oscar party livestream to begin.

Best Picture

Black Panther
BlacKkKlansman
Bohemian Rhapsody
The Favourite
Green Book
Roma
A Star Is Born
Vice

Best Director

Alfonso Cuarón, Roma
Yorgos Lanthimos, The Favourite
Spike Lee, BlacKkKlansman
Adam McKay, Vice
Pawel Pawlikowski, Cold War

Best Actress

Yalitza Aparicio, Roma
Glenn Close, The Wife
Olivia Colman, The Favourite
Lady Gaga, A Star Is Born
Melissa McCarthy, Can You Ever Forgive Me?

Best Actor

Christian Bale, Vice
Bradley Cooper, A Star Is Born
Willem Dafoe, At Eternity's Gate
Rami Malek, Bohemian Rhapsody
Viggo Mortensen, Green Book

Best Original Song

"All the Stars," Black Panther
"I'll Fight," RBG
"The Place Where Lost Things Go," Mary Poppins Returns
"Shallow," A Star Is Born
"When a Cowboy Trades His Spurs for Wings," The Ballad of Buster Scruggs

Best Original Score

Black Panther
BlacKkKlansman
If Beale Street Could Talk
Isle of Dogs
Mary Poppins Returns

Best Adapted Screenplay

The Ballad of Buster Scruggs
BlacKkKlansman
Can You Ever Forgive Me?
If Beale Street Could Talk
A Star Is Born

Best Original Screenplay

The Favourite
First Reformed
Green Book
Roma
Vice

Best Live Action Short Film

Detainment
Fauve
Marguerite
Mother
Skin

Best Visual Effects

Avengers: Infinity War
Christopher Robin
First Man
Ready Player One
Solo: A Star Wars Story

Best Documentary Short Subject

Black Sheep
End Game Lifeboat
A Night at the Garden
Period. End of Sentence

Best Animated Short Film

Animal Behavior Bao
Late Afternoon
One Small Step
Weekends

Best Animated Feature

Incredibles 2
Isle of Dogs
Mirai
Ralph Breaks the Internet
Spider-Man: Into the Spider-Verse

Best Supporting Actor

Mahershala Ali, Green Book
Adam Driver, BlacKkKlansman
Sam Elliott, A Star Is Born
Richard E. Grant, Can You Ever Forgive Me?
Sam Rockwell, Vice

Best Film Editing

BlacKkKlansman
Bohemian Rhapsody
The Favourite
Green Book
Vice

Best Foreign Language Film

Capernaum (Lebanon)
Cold War (Poland)
Never Look Away (Germany)
Roma (Mexico)
Shoplifters (Japan)

Best Sound Mixing

Black Panther
Bohemian Rhapsody
First Man
Roma
A Star Is Born

Best Sound Editing

Black Panther
Bohemian Rhapsody
First Man
A Quiet Place
Roma

Best Cinematography

Cold War
The Favourite
Never Look Away
Roma
A Star Is Born

Best Production Design

Black Panther
The Favourite
First Man
Mary Poppins Returns
Roma

Best Costume Design

The Ballad of Buster Scruggs
Black Panther
The Favourite
Mary Poppins Returns
Mary Queen of Scots

Best Makeup and Hairstyling

Border
Mary Queen of Scots
Vice

Best Documentary Feature

Free Solo
Hale County This Morning, This Evening
Minding the Gap
Of Fathers and Sons
RBG

Best Supporting Actress

Amy Adams, Vice
Marina de Tavira, Roma
Regina King, If Beale Street Could Talk
Emma Stone, The Favourite
Rachel Weisz, The Favourite

More Oscar Coverage from Vanity Fair:

— Check here for our comprehensive coverage

— See the full list of Oscar winners

— See the best-dressed stars on the red carpet

— The quick, hostless opening riff

— Lady Gaga dazzles with a rare Tiffany diamond

Looking for more? Sign up for our daily Hollywood newsletter and never miss a story.

Get Vanity Fair's HWD Newsletter

Sign up for essential industry and award news from Hollywood.

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