The Effect Of Review Score On ACoS


Sean Smith is here and talking through the effect of review score on ACoS, the impact on PPC to organic ratios, category changes and Q4 strategies…

  • If you hit 3.5 or even 4.1 and you get bombed out of the market depending on categories
  • Pretty consistent over the last couple of years
  • ACoS goes up when Stars drop as the PPC Conversion rate goes down
  • Like a spiralling effect
  • Go from 4 to 3.5 – effectiveness of your review score is relative to the offers that are around you
  • Ideally 4.5 or better is preferred to work with clients

Remember the Fundamentals

  • When reviews drop from 4 to 3.5 and PPC conversion rate trails down and ACoS goes up and your into damage control
  • Path 1 – Pull back on ACoS
  • Path 2 – Keep pushing to get the 4 stars because of the effect of review score on ACoS
  • Work with the business to understand how long do we think this will take to get back up
  • Ride the storm of for 2 weeks and it’s like 1/24th of a year of the time the business has been running if it’s a year
  • Like to ride the storm and get the 4 back
  • It’s a fundamental and sometimes as you scale it’s hard to cover the fundamentals

Quality Assurance is Key

  • Most of these problems come down to Quality Control, factory, product, etc
  • Impact is low reviews
  • Not doing inspections can be a problems and crazy as the relationship with the factory is great but quality of the shipment can be deteriorating
  • Use a QC team and manage the factory through a quality protocol to ensure QA is high

PPC to Organic Ratio

  • The ratio on a product launch
  • Daniel at Quiver
  • A graph where there’s a graph that spikes up and trails down over time
  • You have to measure as it measures the quality of the organic performance of your product
  • Generally at launch 70-90 or event 100% exact match protocol might be the driver to build visibility when you’re at the bottom of the Amazon jungle
  • You then taper off over time as you build ranking
  • You then reduce your bids and reduce ACoS over time
  • A lot of people have different philosophies over time
  • More competitive markets might have to keep it higher and manage it overtime
  • You MUST get a baseline and manage it
  • It should not be 100% over time and should be coming down

Effect of Review Score on ACoS and Sales

  • Some categories have so much sales velocity that you cannot achieve it on PPC alone
  • Imagine 250 units a day, that’s a lot to convert through searches into clickthrough rate and down into the purchase funnel and the traffic you need to sustain that is huge – a very competitive market
  • If you’ve not got the clickthrough rates that lead into the conversions and you need a hefty number of sales on that keyword – it’s a struggle people go on and chase the dragon to maintain page one
  • But it’s all dependent on your conversion from click to sales ratio
  • If your price is wrong or your image is wrong on your review score if low it really impacts your clicks to conversions
  • Ability to rank for a keyword is really relative to the competitiveness of the offers under that SERP
  • If highly competitive you may get very little rank
  • You may get to a certain rank but if the offers under you are really competitive you drop but can you spend enough to stay there
  • Can’t turn Water to Wine – If the product is not good enough then the market will tell you and no amount of PPC will save that
  • A prime example of the effect of review score on ACoS with a poor product you will tank

Category Changes

  • Amazon moved the product to a different sub-category which could have a big effect of review scores on ACoS and Sales
  • And why is the product not showing in different categories..it changed
  • Using Seller Legend the API updates twice a day and shows what has changed
  • Amazon moved the product from a relevant-category to a ‘super-relevant’ category and it went from position 2 to more like 299
  • Quite lucky we could move it back into the nodes and business as usual 20 hours later
  • Impact on category moves is key

Best Sellers

  • Best seller badge and moving into categories and sub-categories is a key move
  • Switching categories can have a massive impact on sales

Q4 Changes to PPC

  • Be sure to plan for PPC Bid Strategies and plan your keywords
  • Make sure you capture your before and after on changes
  • Use bulk files or maybe use software to manage it

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