亚马逊官方宣布！什么是广告本钱销售比 (ACOS) ？？？？？？？该怎样使用 ？？？？？？？
广告本钱销售比 (ACOS)
广告投入产出比 (ACOS) 是一个很是有用的指标，，，， ，，有助于相识广告运动相关于广告支出的效果。 。 。。。。。。您可以通过“广告运动治理”和可下载报告审查 ACOS。 。 。。。。。。
广告投入产出比 (ACOS) 是指搜索广告运动支出占其带来的直销销售额的百分比。 。 。。。。。。ACOS 的盘算要领是，，，， ，，广告支出除以广告所带来的总销售额（ACOS = 广告支出/销售额）。 。 。。。。。。例如，，，， ，，若是您在搜索广告运动上破费了 $20，，，， ，，并且该广告运动带来了 $100 的销售额，，，， ，，那么您的 ACOS 为 20%。 。 。。。。。。
ACOS 是广告支出回报率 (ROAS) 的倒数，，，， ，，广告支出回报率的盘算要领是，，，， ，，广告运动所带来的总销售额除以广告运动的广告支出（ROAS = 销售额/广告支出）。 。 。。。。。。与 ROAS 差别的是，，，， ，，ACOS 以百分比体现。 。 。。。。。。
ACOS 包括推广商品的归因销售额，，，， ，，归因将因广告运动和广告主类型而异：
| 商品推广 | 品牌推广 | 展示型推广（测试版） | |
|---|---|---|---|
| 卖家 | 7 天 | 14 天 | 14 天 |
| 供应商 | 14 天 | 14 天 | 14 天 |
您可以通过“广告运动治理”和可下载报告审查 ROAS。 。 。。。。。。
怎样使用 ACOS
使用 ACOS 相识您的广告投入相关于广告支出的效果。 。 。。。。。。当 ACOS 降低时，，，， ，，广告运动的效果就会提高，，，， ，，由于您的广告支出占销售额的百分较量低。 。 。。。。。。ACOS 是一个可用于权衡广告商品、广告运动和要害词的效果的指标，，，， ，，详细取决于您的效果目的。 。 。。。。。。较量一段时间内的 ACOS，，，， ，，或将其与类似战略举行较量，，，， ，，有助于深入相识应分派特殊资源的位置。 。 。。。。。。
注重： 关于商品推广运动，，，， ，，您的销售额指标最多需要 48 小时才华填充。 。 。。。。。。关于品牌推广，，，， ，，品牌销售额指标最多需要 12 小时才华填充。 。 。。。。。。因此，，，， ，，ACOS 在“今天”日期规模内不可用，，，， ，，在“昨天”日期规模内可能会延迟显示。 。 。。。。。。
差别广告运动投放类型的 ACOS 建议
要最大限度地降低广告支出，，，， ，，您需要降低 ACOS。 。 。。。。。。若是您的目的是增添新的或现有 ASIN 的曝光量，，，， ，，则您可以在设准时间段内使用较高的 ACOS。 。 。。。。。。
| 投放类型 | 效果不佳的广告运动 | 效果最佳的广告运动 |
|---|---|---|
| 手动投放 |
|
|
| 自动投放 |
|
|
注重： 自动投放仅适用于商品推广运动。 。 。。。。。。
亚马逊官网原文详情：
Advertising cost of sales (ACOS)
Advertising cost of sales (ACOS) is a helpful metric to understand campaign effectiveness relative to the amount spent on advertising. ACOS is available in Campaign manager and through downloadable reports.
Advertising cost of sales (ACOS) is the percentage of direct sales you made from sponsored ads campaigns. ACOS, is calculated by dividing advertising spend invested by the total sales generated (ACOS = Ad Spend / Sales). For example, if you spend $20 on a sponsored ads campaign and it generates $100 in sales, your ACOS is 20%.
ACOS is the inverse of Return on ad spent (ROAS), which is calculated by dividing the total sales generated by the advertising spend invested on the campaign (ROAS = Sales / Ad Spend). Unlike ROAS, ACOS is represented as a percentage.
ACOS includes attributed sales for advertised products, and attribution varies by campaign and advertiser type:
Sponsored Products Sponsored Brands Sponsored Display (beta) Sellers 7 days 14 days 14 days Vendors 14 days 14 days 14 days ROAS is available in Campaign manager and through downloadable reports.
How to use ACOS
Use ACOS to understand how efficient your advertising investment is relative to your advertising spend. As ACOS decreases, your campaign becomes more efficient because you’re spending a lower percentage of sales on advertising. Depending on your performance objective, ACOS is one metric that can be used to measure the effectiveness of ad products, campaigns, and keywords. Comparing ACOS over time or against similar tactics can help provide insight into where additional resources should be allocated.
Note: For Sponsored Products campaigns, your sales metrics can take up to 48 hours to populate. For Sponsored Brands, brand sales metrics can take up to 12 hours to populate. As a result, ACOS is not available in the “Today” date range and might be delayed in the “Yesterday” date range.
ACOS recommendations by campaign targeting type
To minimize your spend on advertising, you’ll want to lower your ACOS. If your goal is to increase exposure of a new or existing ASIN, you might be okay with a higher ACOS for a set period of time.
Targeting type Low-performing campaigns Top-performing campaigns Manual targeting
Consider lowering bids or pausing specific keywords that have a high ACOS.
Consider adding more keywords to see if they can improve campaign performance.
Consider increasing your campaign budget.
Review your list of keywords and identify the top performers. Increasing your bid on top performing keywords may generate additional impressions, clicks, and sales.
Automatic targeting
Consider adding negative keywords for search terms that have a high ACOS.
Consider lowering your default bid for the entire campaign.
Consider increasing your campaign budget.
Consider increasing your default bids to generate additional impressions, clicks, and sales.
Note: Automatic targeting is only available for Sponsored Products campaigns.
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