电商广告

电商平台内广告——用户带着购买意图来的，转化路径最短。

电商广告矩阵

Amazon Ads 实操

"""
Amazon 广告投放模拟
"""
from dataclasses import dataclass
@dataclass
class AmazonCampaign:
"""Amazon 广告系列"""
asin: str
campaign_type: str
daily_budget: float
bid: float
target_acos: float  # 广告销售成本比
def evaluate(self, spend: float, sales: float, clicks: int, orders: int) -> dict:
"""评估广告效果"""
acos = (spend / sales * 100) if sales else 999
roas = sales / spend if spend else 0
cpc = spend / clicks if clicks else 0
cvr = (orders / clicks * 100) if clicks else 0
return {
"ASIN": self.asin,
"类型": self.campaign_type,
"ACoS": f"{acos:.1f}%",
"ROAS": f"{roas:.2f}x",
"CPC": f"${cpc:.2f}",
"CVR": f"{cvr:.1f}%",
"状态": "盈利" if acos < self.target_acos else "需优化",
"建议": self._get_advice(acos, cvr, cpc),
}
def _get_advice(self, acos: float, cvr: float, cpc: float) -> str:
if acos > self.target_acos * 1.5:
return "ACoS 过高 → 降低出价或暂停低效词"
if cvr < 5:
return "CVR 偏低 → 优化 Listing 图片和标题"
if cpc > self.bid * 1.3:
return "CPC 高于出价 → 调整竞价策略"
return "表现良好 → 考虑加预算放量"
campaigns = [
("B001", "Sponsored Products", 50, 1.2, 30),
("B002", "Sponsored Brands", 80, 2.0, 25),
("B003", "Sponsored Display", 30, 0.8, 35),
]
print("=== Amazon Ads 效果分析 ===")
for asin, ctype, budget, bid, target in campaigns:
camp = AmazonCampaign(asin, ctype, budget, bid, target)
# 模拟数据
result = camp.evaluate(
spend=budget * 30 * 0.7,
sales=budget * 30 * 0.7 * 3.5,
clicks=int(budget * 30 * 0.7 / bid),
orders=int(budget * 30 * 0.7 / bid * 0.1),
)
print(f"\n{result['类型']} ({result['ASIN']})")
print(f"  ACoS: {result['ACoS']} | ROAS: {result['ROAS']}")
print(f"  状态: {result['状态']}")
print(f"  建议: {result['建议']}")

淘宝直通车核心策略

"""
直通车关键词出价策略
"""
ZTC_STRATEGY = {
"新品期 (0-30天)": {
"目标": "积累基础销量和评价",
"出价": "行业均价 × 1.2-1.5",
"匹配": "精准匹配为主",
"日限额": "¥100-200",
"关键词": "长尾词 + 属性词",
"人群溢价": "收藏加购人群 +30%",
},
"成长期 (30-90天)": {
"目标": "提升自然流量权重",
"出价": "行业均价 × 1.0-1.2",
"匹配": "精准 + 广泛测试",
"日限额": "¥300-500",
"关键词": "行业热词 + 精准词",
"人群溢价": "购买人群 +50%",
},
"成熟期 (90天+)": {
"目标": "提升 ROI，精准投产",
"出价": "按转化率分梯度",
"匹配": "精准为主",
"日限额": "¥500+",
"关键词": "高转化词 + 品牌词",
"人群溢价": "高消费人群 +40%",
},
}
print("=== 直通车阶段策略 ===")
for stage, strategy in ZTC_STRATEGY.items():
print(f"\n【{stage}】")
for k, v in strategy.items():
print(f"  {k}: {v}")

电商广告平台对比

电商广告优化漏斗

小结

• 电商广告核心指标: ACoS (广告成本占销售比)
• Amazon 三种广告类型覆盖搜索/品牌/展示
• 直通车按阶段调整出价和人群策略
• 优化漏斗: 主图→详情页→价格→促销

下一章: 内容与原生广告