1、 Advertising experience
2、 Advertising performance
3、 Advertising in peak season
4、 Advertising summary
1、 Advertising experience
Do you have the following problems with Amazon advertising?
For new products:
1. The default bidding of the category is very high. How to price it?
2. No exposure for new products?
3. Has the new product been exposed?
4. Has the new product been exposed or clicked?
5. A lot of new products are invalidASINOr keywords?
6. How to start bidding mode and matching mode?
7. +bidWhen does the function work better?
For old products:
1. How to reduce a single auction?
2. How to reduceACOS？
3. Half dead old products saved by advertising?
There is no absolute definition of new products and old products. You can understand it in this way. For new products, if the conversion rate and sub category ranking of new products continue to improve, they will appear in the【New Releases】The page may reach three months or even longer, such as the following product:
If the new product has not been on the market for a long time and the advertising data is in a mess due to the lack of understanding of layout advertising, or the sales ranking of new links is plummeted due to factors such as bad reviews and products being spoofed by competitors, then the new product period may be only one month. New links that have problems need to pay higher costs to push back the ranking. Therefore, in the first three months of the new product period, you must consider the factors that affect the ranking. When there is a problem with the ranking of new links, you can start the remediation plan in a timely manner.
There is no absolute definition of an old product. I define the new link three months after its launch as an old product. If the new link cannot be pushed to a certain rank in the previous three months (for example, the current 100/200/300 in the sub category), it is difficult to push the link up. This link should probably be cleared earlier. Regardless of the fine shops and goods, it is critical to promote new products in the first three months. Breakthroughs should be made in the first three months as soon as possible. The longer the delay is, the easier it is to cause inventory overstock, which will affect the account IPI score and other indicators.
fromtwo thousand and seventeenIt has been more than four years since I started Amazon in,3C/Electronics/Beauty/outdoors/Home furnishing and other category products, push links have failed and succeeded. In the first two years when I joined Amazon, I made a mess in advertising. I really lost a lot of money in pushing products these years. Later, I formed a summary of pushing products and reviewed the process of pushing products before. Summarize a sentence [basic theory+Practical experience] is very important, and both aspects are indispensable. Then I will talk about how to operate advertising from the perspective of product type and operation mode: [Red Sea Products], [Blue Sea Products], [Seasonal Products], [Boutique Mode], [Fine Shop Mode] and [Distribution Mode].
2、 Advertising performance
I used to have a poor understanding of advertising. This year, I reviewed my operating experience in recent years and found that whether advertising can perform well is related to many factors. For example, do you understand the basic theory of advertising? Do you understand the advertising logic? I created an advertising formula myself, and then let me share this formula with old irons to see if it is reasonable.[Advertising performance=ListingQuality score×Advertising mode×Single bidding×Advertising weight].
The first step of advertising performance is toListingGood quality score,ListingThe quality scores are mainly in the static and dynamic aspects. [Static aspect]: mainly focus on the layout of keywords and product pictures, and bury the main order keywords inListingInside, and also makeListingRead smoothly and let the buyer enterListingThe page is attracted by the product image, so we should build the product image from the perspective of buyer demand. [Dynamic aspect]: price, sales volume and comments are changeable, and they are three important factors for pushing products. Use price advantage to push sales volume up first, and then the number of comments will be easier to do.
The title isListingThe most critical step in layout is the seller/Amazon/The buyer matches the position with the highest keyword frequency. The buyer searches for keywords through the platform, and the platform searches for sellersListingWhether the title matches the buyer, and then the sellerListingPresented to buyers according to the ranking mechanism. So we should1-4The layout of the key words in the title is accurate, and the key words in the title are used for keyword research and optimizationExcelThe form can be obtained by screening and sorting.
1. layout1-4Main order keywords
2. Do not repeat the layout of order keywords (such asdual dash cam Andmini dash camDo not repeat the layout in the title,dash camHas been repeated)
3. The position of title keywords is arranged according to the order quantity (such asdash cam ＞dash camera for cars＞car camera）
4. The title should be read smoothly (do not be numb to build keywords, use keywords+attributive word+Commas make the title easier to read)
Let's see the product title of this picture:
AProduct: short title of a keyword
BProduct: long title of multiple keywords
If your brand has a certain popularity, such asAnkerFor sellers of other types, it will be better to use short titles, because short titles will look more concise and set off the most important keywords. If your brand does not have popularity, it is recommended to use long titles with multiple keywords, so that links can match more keyword traffic. Especially in the new product period, new links need to match more accurate traffic, when the layout is in the title1-4The key words of the title can be matched to the buyer by advertising. When the number of linked comments reachesone thousandWhen most of the natural keywords above and links are ranked on the home page, change the title from the long title of multiple keywords to the short title of a main keyword,ListingThe click through rate and conversion rate of will be further improved.
1. EmbedmentfiveMore than one order keyword
2. The bracket  will be more layered
3. The main selling points should be reflected in the first two points
4. Five suggestions: write more details
For example, five points of the seller's layout:
1. EmbedmentfiveMore than one order keyword
2. Use as much as possibleA+（TMYou can mark itA+，A+The effect will be better)
3. Don't have too many copywriting fonts to avoid looking bloated
4. Inserting brand stories in long descriptions will make buyers feel recognized
For example, the long description of the seller's layout:
aboutSTDifferent sellers have different understandings. Let me talk about what I thinkST，STIt means inclusion. I just want to let Amazon know what product this link is. Then real buyers search for product keywords on the front desk, and basically come and goten[Search keywords] will be completed for less than keywords-Browse products-Compare other products-add to cart-Place an order in the shopping cart]. If I'm here at this timeSTIf you fill in some keywords with no traffic, will you waste this traffic portal? IfSTIt is filled with some keywords that are not very relevant and precise, so will it reduce the conversion rate in the new product period? So I laid it outSTIt is a relatively accurate key word for issuing orders. For example, I filled in the single tachographST【 dash cam dash camera for cars car camera dashboard camera driving recorder】These keywords can basically be combined into most of the output words of the single recorder. Although there are repeated root words, these keywords are very consistent with the search habits of most buyers. Then some Laotie will ask why these keywords have been repeated in the five long descriptions of the titleSTThese keywords are arranged becauseSTThe traffic belongs to Amazon's background. Only the seller and Amazon can know. I just want to tell Amazon what this product is. aboutListingForeground, layout keyword Amazon/seller/Buyers can see it. And we need to understand this sentence. The more the layout of the main order keywords, the more Amazon will include, and the greater the opportunity to match to buyers to obtain more traffic. So forSTWhen can I add keywords that are not particularly accurate? Wait untilListingWhen the new product period is over and there are a certain number of comments and most of the natural keywords are ranked on the second page of the first page, you can try to add keywords that are not particularly accurate. You must remember that [traffic is controllable]. Will these traffic affect the link conversion rate?
For title/Five o'clock/Long Description/STTheir weight can be judged as follows: title>five points>ST>Long description. For title/Five o'clock/Long Description/STTwo points should be guaranteed. The first point is that the key words should be well researched and embeddedListingInside, normally speakingListingThe front desk oftwentyMore than order keywords are included (repeated layout is allowed). Second point: readability. You must remember not to pile up keywords. The sentence grammar and text should be smooth and fluent. In the early stage, you should imitate the links with good rankings before making innovations. If conditions permit, you can also use the【https://www.fiverr.com/】Find a professional ghost translator, and finally embed the keywords in the order, so that a relatively complete set ofListingWill be displayed.
After that, how should we investigate keywords? See the following steps:
1. Use keyword tool: seller wizard/JS/H10/Magic Words (one of four can be selected, each with its own advantages and disadvantages)
2. Use keyword tools to analyze subcategoriestwentyLinks with stable ranking and filtering out single keyword data
3. Check keywords on Amazon's front desk and get generic keywords of subcategories (root keywords)
4. look for3-5Rank the competitive product link stably and screen the keywords of competitive product order
5. Inspect and integrate keywords of subcategory and competitive products
6. Use the background brand function to analyze the re integrated order keywords
7. stayListingKey words and attribute key words of the embedded output document
Some time ago, I wrote an article about how to research keywords, which is very detailed. I suggest that old railway people go to see how I research keywords:【Listing<span st