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The link performance is getting worse and worse, but I don’t know where the problem lies. Every day I doubt whether I should change my career. Please take a look at how to solve it. I wish you a safe life and long-lasting performance. Thank you! ! ! !
Link details: The product is a beauty product, which is in the red ocean. The link score is 4.3, there are 80 to 90 reviews, and many variations. In terms of price, many competitors offer 9.99, but there are also 13.99 and 14.99. Ours is 12.98 plus a 30% coupon. The product's automatic advertising CPC is around 1.1-1.3, and long-tail keywords require 2 US dollars to be on the homepage. The product has been online for 7 months.
Personal details: I have taken over this store for 3 months. At the beginning, there were more than 1,000 product links. In the middle, the number of links reached 300-400 through code release and flash sales (not my idea). However, because the product has been negative, the store’s credit card expired twice (the store has only one main link, and there is a new link that needs to be promoted, but it has not been promoted yet). The number of links is about 900. There are single-digit orders every day, and today there was only one order...
I have been reflecting on this job. I have to report the profit situation every day in a big red ocean with low customer unit price. Given my limited ability, should I continue to do it? But I also feel that if I give up because of this difficulty, I may encounter new difficulties in other places. I have been trapped in internal friction. It may be laughed at to say it out loud, but for this product performance, I still have to get up in the middle of the night to adjust the advertisements for a long time...
Without further ado, let’s get straight to the pictures
"Wonderful Reply"
Anonymous user Endorsed by: Dakuchazi, JumpOverBlack, ThreeBucks, Black Forest, roarhorse more» Here at Chankao, there is a person who has promoted many red ocean products and has two suggestions on linking strategies.
The first is to report BD based on the current price. You can judge the safety yourself and report it every other week. During the flash sale, the advertising expenses are mainly set on precise keywords. When doing BD, the conversion will increase and it will be of great help to the keyword position. However, not all links are effective for BD. It still depends on the market. So it depends on your own strategy whether to choose continuous flash sales.
The second suggestion is to lower the price directly, and don’t set up large coupons. You can lower the price to a very low price and set up a small coupon at the same time. It’s okay to have no profit or even a loss. First, ensure conversion. After the keyword position is up and there are natural orders, slowly increase the price. Then set your own goals for when to increase the price to make a profit and when to make up for the advertising costs. It depends on how many natural orders your keyword position can bring you.
Here are the strategic suggestions for the two links. As for advertising, there is not much to say. There are too many groups and the budget is too dispersed. This amount of expenditure will not have the effect of your ad group name at all. You can figure it out by yourself. For example, your defensive ad group, you only have a few orders every day, what is there to defend? Now is the time for you to attack. It is recommended to reduce the concentrated spending on ad groups, keep one group for automatic, one or several groups for broad, and the rest for precise. It depends on your own keywords. The spending ratio is 1/3/6, 10% for automatic, 30% for broad, and 60% for precise.
The above are my suggestions for you. In the end, I would like to say that it is best to cut the Gordian knot. If you can, then go for it. Be bold but careful. If it really doesn’t work, then change the product.
Everyone has products that they cannot promote. Don’t deny yourself because of a product. Learn from senior operations to blame the problem on the product. Elk in the Amazon forest You only place a few orders every day. What's there to defend? This is a classic. I also met such a boss. He paid me more than ten dollars a day for advertising and asked me to increase the number of orders.
Lawrence Young Instead of charging 12.98+30% coupon+0.6 coupon fee, it is better to directly lower the price to 9.99. It is better for Amazon to pass on the profit to consumers.
Weird uncle born after 1985 9.99, I used the coupon, reported the flash sale, and then increased the advertising. I want to see how much profit you can make and how long BD can maintain a stable ranking.
Double1 I feel like the product is not good enough. Otherwise, change the pictures and selling points. Products are sold by pictures, so a sense of luxury is a must. Or maybe the consumer group is not positioned well.
Seeing someone unhappy on the road Agree with: Dakuchazi, CrazyJoey, Rosieee, Snowman94 more » I have never worked in the beauty category, so I don't understand the ins and outs of it. But I can tell you some basic and general things, see if they are useful for reference! The most important thing is to understand the profit model first.
1. Is your gross profit (sale price - cost of goods - delivery fee - commission) more than 30%? (If not, please give up, the category gross profit has been swept away, only capitalists can do it)
2. How much can your technology achieve in the end? Consider the organic order ratio and the advertising ratio.
3. Test different combinations of member discount prices and coupons (based on profit calculation). Sometimes the bigger the discount price, the more effective it is (this actually has something to do with the display location)
4. Beauty products are often promoted through influencer videos. How can we set up sales cooperation to create profit margins?
5. Learn more about the platform policies and control your details (sales rebates for new products in new stores, vine's 2 free pieces, changes in delivery and storage fees during peak seasons, etc.)
6. Market changes, low-priced products are no match for temu
According to your discount method, 12.98*0.7-0.6=8.486 (the number is unlucky, eh), in fact, why not just lower it to 10, 9.99 and then discount it. There are two delivery fees for prices above 10 and below 10, and the difference between them is about 0.5-1 US dollars! This delivery fee is related to your price, not the final price.
If you can’t do it, give up. This doesn’t mean giving up when you encounter difficulties, but giving up when you know that the difficulty is a dead end.
Anonymous user
1. Your click-through rate is too low. According to what you said, there is no problem with the price and rating. The problem may be that your ad is running on the product page or your main picture and comments are too few.
Solution: Refer to the pictures that your peers have done well and modify them. Comments cannot be solved in a short time, so you can only take your time. Advertising can only increase the bid because your product weight is definitely not as high as the competitor's, but your customer unit price is very low, and the company has to write a profit report tomorrow. I don't recommend this method to increase clicks.
2. Too little natural traffic.
Solution: Similarly, you need to use advertising to increase the ranking of keywords, but because your category is in a red ocean, the cost may be much higher than you expected, so I recommend that you can use large coupons outside the site to increase orders and keyword rankings. But I think even if you do this, it will not consolidate the subsequent natural rankings.
3. This is a product problem, dear. Don’t deny yourself too much. Don’t blame yourself if the company’s product link is not good. summer I am now trapped in a vortex of self-affirmation, constantly denying myself. After reading your last sentence, haha, it’s not my fault if the company link is not working.
Anonymous user
Agree from: leovsam, zt0000, xx1123, andy鲸123, qwqwqw More » The conversion rate of this product is too poor. Products with poor conversion rates are difficult to promote, and advertising costs will become more and more expensive in the future. It is recommended to find a way to increase the conversion rate first.
The average order value is very low, with a CPC of 1.1-2.1 and an average of 8 clicks per order. This product still has a long way to go to make a profit, and it will lose money for at least half a year. Talk to the boss to see if this product is still necessary.
First, we will analyze the reasons for the poor conversion rate.
1. You can check the average conversion rate of the category to see if you have achieved it.
2. Look at the search share and conversion share of popular words in ABA data to see the proportion of head monopoly.
3. The click-through rate is too low. I don’t know if it’s because the ad didn’t hit the right spot, or the pictures and prices are not attractive. I suggest canceling the coupon and lowering the price directly, or offering a membership discount instead.
4. Beauty products are updated very quickly. Analyze the market and look at the search curve of core keywords to see if the search has dropped recently or if the ABA ranking has dropped.
5. With such poor conversion rates, there is no need to launch so many sets of ads. It is recommended to focus on advertising core keywords on the homepage, and directly turn off other poorly performing ad groups or lower the bid.
6. Click on the ad table to see which ad position has the best conversion rate, then bid to place the ad in that position.
7. Submit BD. If there is no recommendation, ask the service provider to submit it on your behalf.
Finally, the prices of red ocean products have been pushed to the sky, and with every philanthropist on average, the proportion of whether or not the product can be promoted and operated is actually very small. It mainly depends on how much resources the product and the company can give you. As long as you dare to lose money, there is no product that cannot be promoted.
samang Agree with: steamed bread with water, never4too, crazy thoughts, Qiqi SciAds, Morven more » 1. Regarding the price of Damai at 13.99, they should have entered the market very early, and the keyword rankings are already firmly established. Is there any difference between your product and other 9.9 and Damai products?
If there is no difference, you can't survive by relying on advertising without some additional means (extra means continuous BD, which has certain risks)
2. The price is so low and the CPC is so high, even gods can’t afford it. My former team leader once said, “You spend so much on advertising, have you ever thought about passing on the advertising costs to customers, will the effect be better?” He directly reduced the price to 9.9, and automatically joined Amazon’s low-cost logistics plan. For products with a certain number of orders, a 24% discount can be issued after the price reduction. When I reduced the price before, the platform would run some new natural keyword rankings for me or move my existing keyword rankings forward for a period of time. (PS: This refers to products that have been sold for a period of time and have stable orders. New products with small orders cannot be recognized by the price reduction platform). This is not as good as the stupid high-bidding advertising.
3. If lowering the price doesn’t work, then it’s definitely because the product is not good. You’re already great. At least a lazy person like me won’t get up in the middle of the night to adjust the ads.
Anonymous user Agree from: never4too, illegal nickname 9461, crazy thoughts, Beneme You still need to have strategic thinking when doing business on Amazon. This product has been online for 7 months and has not yet reached the profit point. It will be very difficult to make it work if it is more than 90 days! In fact, most people have encountered this problem. A large amount of money has been invested in a product. If the effect is not good after it is launched, they will be extremely entangled. They have invested so much time and energy, it is impossible for all the money to go to waste, right? No, I must make this money back.
So they started to get deeper and deeper into trouble, investing more money and manpower, and finally losing more and more money. Often what they should do at this time is to think calmly, analyze and judge. Is it that the operation is not keeping up or the product positioning is deviated?
When you get deeper and deeper into trouble, your mentality is seriously problematic. The more anxious you are, the easier it is to make wrong decisions. Once a product is on the shelves, the energy and money invested are all sunk costs. Once you pay, you pay, and you can't get it back!
For those product lines that have been operating for more than half a year, have been losing money, and seriously occupy cash flow, you should abandon them decisively! Only by cutting off these product lines can you have more cash flow and time and energy to invest in those profitable product lines, and have the opportunity to increase your profits.
Remember: always look for ways to maximize profits and minimize losses. The more fundamental the truth is, the simpler it is often!
Bald people always shine Agree from: never4too, DTMDPD, Escape from the Universe, soywang I have worked on this unit price product in the home textile category, which is also a red ocean. I have been doing it for 4 months and now I can make a profit, although it is small. I would like to share some experience: the main purpose is to gradually reduce the proportion of advertising and reduce the price per click. The method is as follows
1. The ad acos is high because the cost per click is too high and the average order value is low. Don’t worry too much about this. The main thing to pay attention to is the conversion rate of the word. If the conversion rate of the word is not lower than the average conversion rate of the category, the ad can be retained. (The brand analysis can look at the platform conversion rate of the word).
2. Promote keywords through high conversion rate ads and monitor the positions of these keywords. Generally, organic orders will increase only when the keywords are ranked at least on the second page. Improving the organic position of keywords and the proportion of organic orders are the goals of our ads.
3. Monitor the position of the ad words. For example, if you can get the HR position with 1.5 (fixed bid), then if the conversion is good, you can slowly reduce it to 1.4, 1.3 to see if the ad position will change. If it is still in the same position, you can slowly reduce it. If the position is lost, don't rush to reduce it, accumulate the weight first.
4. You must report LD and BD (if you don't have them, find someone to report them). When you have flash sales, your conversion rate will increase significantly. During the event, you can lower the price to a price with zero profit (not considering advertising investment). Fully report all the events for a month. You can continue to maintain this status. You will not make money during the event, but you will make money during the non-event period.
In this way, if you monitor the organic position every day and the organic order ratio increases, as long as the advertising ratio decreases, it doesn't matter if the advertising ACOS is high. I share my personal experience, I hope it is useful, please don't criticize me too much. soyw ang • Hangzhou I have worked in the Red Sea home textile industry and have similar ideas to my brother.
EkkoAB Agree from: never4too 1. I don’t know if you have analyzed the market well. Is the level of 4.3 high or low in the category? Is the number of reviews of 80 or 90 too many or too few? Based on the specific data, can you determine whether the product listing performance in the category is in the upper or lower level? These will affect where your pricing belongs among the competing products, and you can decide whether to increase or decrease the price.
2. The differentiation of your product from other products is the degree of prominence of your selling point and other products. If it is a common product, then grasp the most prominent selling point to write copy and pictures. For red ocean products and the average customer price is at a qualified level, if the differentiation is not prominent and the prices are similar, then you can wait until the customer will want to place an order after looking at the title and pictures. They are all similar, and there is nothing special about them after scanning them, so they will probably leave. The verification method is to see whether the daily return visit rate in the report is high or not, and whether there is any fluctuation.
3. Advertising activities are not about quantity, but precision. I don’t know how you play your specific advertising, but relatively speaking, you have a lot of ads. And you close them when the ACOS is high. After summarizing the words, you manually try to be precise for a while, but the cost is too high and you dare not open them. This means that you are not particularly sure about the core words of this product.
In the past 30 days, there may still be more orders from automatic advertising. It is recommended to track the search position of the core word of ASIN, that is, record the position changes of your core word, 10-20 times, and observe the daily position changes, which page and which line. In this way, you can find your core keywords and then start precise advertising. In addition, don't bid too high when starting precise advertising. Usually, after a word is generated, you can group it into a group, and then bid a little higher than the recommended minimum bid for this word in the past seven days to see if there is any exposure, and then increase it by 5%.
It is difficult to compete with long-term competitors under this word by directly competing for the position with a high price. When there are orders for this word, do not restart the campaign, but adjust and promote the test ad.
First determine the level of your product in the market, and then see how well it matches your price. If your product is of sufficient quality, you do not necessarily have to lower the price, you can even increase it.
The degree of differentiation is the selling point of your product. If the product is in the red ocean, sometimes you can analyze what the product is like in the sub-category and break into the market share of the sub-market. One good thing about Amazon is that after an order is placed, it can radiate to many words. So after doing a good job of a single selling point, you can develop new words after gaining a firm foothold.
Your automatic ads are doing well, which means that this product is easy to get orders when it is under other products. You can try low-price leak-hunting ads. Run three ads with a bid of 0.3-0.5 to automatically see if you can run. If there is no exposure for 3-5 days, run it again when there is exposure to see if you can get leaks.
Travel the World -Like a dream, like dew or lightning Agree from: never4too, crazy thoughts, Elina9 It is not easy to promote big red seafood products. Advertising is a factor. Don’t be overly anxious or blame yourself. How far the product can go is determined when it is first put on the shelves . Here are my suggestions:
The click-through rate of this product is too low. I don’t know what the industry level of this product is. The main picture and price affect the click-through rate. Of course, the product is also the focus.
In addition, the ads are very mixed. After looking at the main logic of the ads, it is indeed possible to play like this for mature products, but an ad is only $5 and can only be exchanged for a few clicks. Now we should concentrate our forces to fight an advantageous battle, streamline the ads, and concentrate the budget on a few advantageous ads.
The front-end products have no advantages, but the price must have an advantage, and there must be a reason for consumers to pay. Now this market is not short of things.
If it still doesn't work, I suggest you give up this product. People always have to make choices. You can't waste time on it just because of sinking costs. Be it work or product. If you see that this product is really not working, then you take the blame. There is no need to deny yourself. Life always has ups and downs!
乄雄霸乄跨交 Agree with: NewGame, never4too Should we make a boutique or a boutique? If you feel that this product is not good, sometimes you should give up decisively and don't drag your feet. If you still want to try, you have to change your strategy.
1. Optimize image copy: Shop around and check carefully to see if there are any problems or advantages. (If the conversion rate is poor, there is no advantage.)
2. Review analysis: 4.3 points, generally OK, check if there are any bad reviews recently, and analyze the reasons
3. Price: This is what you need in the red ocean. Directly reduce the price to 7.99 or 8.99. Lower than 80% of the sellers in the same industry. (Be sure to calculate the profit. 7.99 is recommended. The advertising conversion rate is very good, and the weight may gradually increase.)
4. Advertisement: Advertisement 1. How many, you dare to give... Just open automatic, broad, ASIN positioning, super low price 0.7 0.6 0.5 0.4. Red Sea precise advertising position is not affordable (open precise and give low bid).
Summary: Code volume and flash sales are just a way to bring you traffic and serve as icing on the cake. Your listing simply cannot handle it.
Anonymous user Support from: Amazon momo, never4too Well, I have never worked on red ocean products, let alone beauty products, but I have never understood, can a set of advertisements costing less than $10 a day really be effective?
This is just to address this question, there is no other meaning. My understanding of the red ocean, especially at present, you also said it is white hat, then the advertising budget is so low, so what else can you adjust? may_823 Many of our ad group budgets are set at 1-10 USD per group, and the effect is definitely there. It is unrealistic for products with low customer price to achieve a substantial increase in sales through advertising. It mainly needs natural orders to drive growth, so it is normal to invest less in advertising, but it is definitely not okay not to run ads. And everyone has a misunderstanding, that is, for products that cost a few dollars, the bid is one or two dollars, and the 10 USD budget is spent in a few clicks. The problem is to run the ad data well, and it is definitely not allowed to set such a high bid, otherwise the ACOS will be off the charts like the original poster. Then everyone will encounter another problem, that is, if the bid is set too low, the ad group will not be exposed, and it will be useless to run it.
Here you must combine the various links of the front-end link details page and the back-end advertising data for analysis. Most bids for products priced at $9.99 can only be bid below $0.4. Of course, there are a few that can bid up to 0.8 or 0.9. Only in this way can the advertising ACOS be held. If you give this bid and there is no advertising order, then don't focus on how to optimize the advertising. Put the focus on the listing details page and think of ways to increase natural conversions first. When natural conversions start, you will find that even if the recommended bid for the ad is two or three dollars, you can still get good advertising conversions by opening it to 0.3, 0.4 or even 0.1.
There is a saying that goes, advertising is just the icing on the cake, not a life-saving measure.
Waiting for someone to come back on a snowy night - 12345 Agree with: steamed bread with water, never4too, crazy thoughts It is better to directly reduce the price than to issue coupons. The number of product sessions from one month to two weeks to one day is decreasing, and clicks are decreasing. I saw a thread owner say that clicks and conversion rates should be online at the same time. Your conversion yesterday dropped too much compared to one month and 14 days. So if you directly reduce the price, the commission will be reduced + the delivery fee will also be reduced, and the profit will not be reduced much. Ad clicks will not fluctuate much if the CPC and budget remain similar every day, that is, your natural clicks will decrease. Increasing natural clicks and reducing prices will have price advantages. (My personal opinion, please correct me if I am wrong, please be gentle)
Anonymous user 1. Are your words accurate? For example: core keywords, long-tail words
2. If the wording is accurate, is there a certain layout for the advertising structure before a new product is launched?
3. Is this product link within your control? If the link is out of control, it will be a mess! Promoting a product is like fighting a war. You should make your effort only after everything is ready, instead of hitting here and there. You should concentrate your firepower on the core point (advertising layout)!
4. Amazon is not a platform where the lower the price, the more advantages it has, but sometimes price is indeed a core point
A fairy tale or a joke? - Amazon Little Player Agree from: never4too 1. First of all, it is recommended not to use 12.98+30% as the price, but directly reduce it to 9.99;
2. With a limited budget, it is not suitable to create so many groups when CPC is 1.1~1.3;
3. Check the keywords to see if any words have obtained natural rankings. According to the natural ranking position and the conversion rate of the words in the advertisement, select a few words to promote and spend the limited budget on the most needed areas.
Cross-border Sun Xiaochuan - Post-90s Agree from: Xiaoxin Kiki, never4too, Niko5420 The conversion rate of the beauty category is already low, with serious homogeneity and frequent updates. Your product has no advantages, but you still want to promote it on the homepage. The CPC is so high, and the budget for one ad group is less than $10. What kind of data do you want to get? Just streamline the ads and keep a few campaigns, give all the budget to them, and lower the CPC. Why pretend to be so big when you have no advantages?
Anonymous user Agree from: never4too , Elina9 I also sell low-order beauty products. You may have a misunderstanding about the conversion rate of beauty products. In my understanding, in the monthly business report, the conversion rate of the parent or non-variant product must be greater than 20%, and the conversion rate of advertising clicks must be higher.
From this point of view, your product is far from meeting the above conditions. Either your product is not competitive, or you have not got a better advertising position. (If you are not prepared, don't blindly increase the budget and burn advertising. The Acos of low-priced products will be ugly.)
GodJzZZ Agree from: Doubanjiang, Elina9, Icy_Isee Just reduce it to 9.99, the delivery fee and commission will be reduced. In addition, the high CPC of this unit price product is unbearable, so it is better to reduce the CPC to below 0.5. Bean paste I agree that products at this price point cannot be saved by raising the price.
Alley321 Yes, high bidding will burn out quickly, but it won’t have much effect.
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