Ads (5): Recommendations for ad optimization

You can use the descriptions below to determine where your ad performance is and make the recommended adjustments to improve performance.

1. Low number of impressions & clicks

• Optimization focus: increase number of impressions

• Optimize listing title, summary, description and configure correct category, sub-category and shipping fees.

• Participate in Pinkoi promotional events, add appropriate tags, and add popular and relevant keywords to your listing.

• Optimize listing information via the “match conditions” under “Ad Performance”. When necessary, you can moderately increase your max. CPC bid in order to increase the competitiveness of your ad bids.

2. Low number of impressions & high number of clicks

• Optimization focus: increase number of impressions

• Participate in Pinkoi promotional events, add appropriate tags, and add popular and relevant keywords to your listing.

• Optimize listing information via the “match conditions” under “Ad Performance”. When necessary, you can moderately increase your max. CPC bid in order to increase the competitiveness of your ad bids.

3. High number of impressions and low number of clicks

• Optimization focus: increase number of clicks

• Provide clear listing titles, optimize listing images to make a better first impression, add popular and relevant keywords, provide competitive pricing and promotional activities.

4. High number impressions and clicks

• Optimization focus: Optimize ROAS (Return on Advertising Spend) and try to duplicate your success with other listings.

•  ROAS is an important indicator to look at when evaluating ad performance. It is recommended that you set your ROAS target based on your shop’s pricing strategy. The ideal ROAS target should be 4 or higher. It can be optimized by moderately adjusting your daily budget and max. CPC bid, however, excessively pursuing ROAS may result in the decrease of impressions and ad revenue, which is not conducive to increasing the overall order revenue of your shop.

• When your ROAS has met your target, we recommend that you moderately increase your daily budget in order to help your shop obtain more revenue. You can then analyze the success of the listing and try to apply the same model to other listings.

As mentioned in “Ads (4): Ad auction mechanism”, in addition to max. CPC bid, listing quality scores are also very important in determining ad scores. If you want to improve a listing quality score, you can optimize a listing based on the scoring criteria below:

• Listing popularity

• Sales volume

• Listing CTR (includes ad CTR)

Product page quality, relevance between user and product information

• Listing title, summary, description, tag and listing relevance

• Category and sub-category correctness

• Comprehensiveness of other product information

Please note that the quality of a listing’s product page is critical to the success of an ad. Before the quality of a product page reaches a certain standard, hastily increasing the max. CPC bid for an ad will have no obvious effect.

As can be seen in the marketing funnel concept mentioned in "Ads (3): Interpreting ad performance and metrics", all conversions are derived from initial impressions and clicks. Therefore, if you want to obtain more order conversions you will need to get more impressions and clicks.

Optimizing listing information and the content of a shop can help you to obtain higher quality scores. In addition to improving the organic ranking for listings, this can also help your shop to obtain better ad positions for lower bids, improving ad exposure! 

Note: Changes to ad settings (such as max. CPC bid and daily budget) will take effect within 15-30 minutes. The metrics for Pinkoi Ads are updated daily at 11 AM (GMT+8). If you wish to view the effects of changed settings on your ads, please check your metrics one day after you have made the changes.