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The rice seller doing charity I am merely recording here some of the unconventional measures I have taken in the more than two years at Amazon, and some of the actions that have had a breakthrough effect on operations. I can expand on each point. Merge 7 days Cut small categories BS Renovation Links Change commission classification Creating multiple nodes Change brand Merge Comments Hang New Model Merge and split Scaling
These are some actions from 2022 to 2023. Some of them are no longer effective, but some are still in use.
Originally, the product would be easier to promote with some technical operations, but now that they are lacking, it is found that the product can push up the keywords even if it loses the budget in a short period of time, but how to stabilize the keywords has become the biggest difficulty.
I would also like to take this opportunity to ask all the experts, how do you stabilize the link keywords?
"Wonderful Reply"
Lawrence Yangyang - Amazon Advertising Specialist Agree with: No moss, HenryLee0129, Work hard silently, Xiaobai asks for advice, Li Mosquito Repellent More » The premise of stability is that there is a stable space. Let’s take the simplest indicator, “number of reviews”. Products at different stages have a certain range of stable rankings based on the number of reviews, which is affected by the number of reviews of other products of the same purpose.
To use a less rigorous example: if the top 10 in a subcategory have at least 1K+ reviews, then even if our new product with 30+ reviews temporarily enters the top 10 through some means, it will be difficult to maintain it for a long time. After we restore normal prices and normal promotion efforts , the ranking (the same applies to subcategory ranking and keyword ranking) will gradually decline to where it should be.
Therefore, the use scenarios of the previous method of rapid product promotion will become smaller and smaller, and more people will need to "cultivate links". Specifically, it means reducing investment, extending the cycle, and splitting the product promotion stage into multiple stages. When it is found that it is very difficult and costly to promote the product at each stage, you should first step on the brakes and reduce the efforts. In a way of less loss/break-even/less profit (determined by the degree of competition in the category), cultivate reviews, accumulate single weights and keyword rankings, and wait until the number of reviews reaches a higher level (for example, 50+ rises to 100+, 100+ rises to 200+), then promote again, and repeat this process;
The disadvantages of this method require time to accumulate, but if you think it is too slow and hope to speed up, you might as well think about a question first: How much money do you have to support the current product's large and continuous advertising budget and half-price sale and half-gift price?
Here I only share general ideas. As for how much money to spend and how long to persist, the people who promote the product themselves have the most say. Don't blindly listen to other people's advice, especially advice from people in different categories. Do as much as you have the resources you have. Only your feet know whether the shoes fit.
The above, hope it helps. Xiong Lele · Shenzhen I agree. Pure white hat operations really need a process of nurturing links. It is difficult to send links directly to the top and stabilize the rankings in one go like in the early evaluation (ps: If the big guys have experience in white hat operations that soar to the sky, please share more hahahaha)
ye78 1946005 • Dongguan Every time I read Lawrence's answers, I gain something new, and his answers are patient and detailed. Thumbs up
Wear two necklaces • Dongguan Mr. Yang, does this mean that the weight of the natural position in the algorithm is highly correlated with the rating?
Lawrence Yang Yang Shenzhen @链戴两条: In fact, it is highly related to conversion rate. Rating affects conversion rate from two perspectives. A high conversion rate means high utilization of traffic on the Amazon platform, which is what Amazon wants to see. On the other hand, with the same resource investment, the higher the conversion rate, the more actual orders there are, and the higher the order rate.
Conversion rate affects order placement rate, which in turn affects ranking. Order placement rate is the factor that truly determines the result of natural ranking, while conversion rate is a process factor.
Therefore, when there are few reviews, lowering the price will also have the same effect of promoting rankings, because price is also one of the factors affecting conversion rate.
Wear two necklaces • Dongguan @Lawrence Yang Yang: I see. In fact, the number of ratings directly affects the ratio of whether buyers click and place orders, thus changing the weight value of the algorithm.
Free Nancy Territory • Foshan If a new product reaches 1K comments in the early stage by merging zombie link comments, and then pushes the links up, can this stabilize the ranking in the long term?
Lawrence Yang Yang Shenzhen @自由Nancy地盘: The above is just an example of evaluation. According to what you said, in theory, there is no problem with evaluation, but evaluation is only one of the factors that affect conversion, and conversion is only one of the factors that affect the order rate.
Interesting • Qingdao Earlier, regarding nurturing links and extending the promotion cycle, is there a time limit for this cycle? For example, the new product period?
Lawrence Yang Yang Shenzhen @有点趣: This is just a direction of thinking. The specific deadline depends on how much resources you invest. The more resources you have, the shorter the time limit can be. In addition, the degree of competition in different categories is also different, so there is an important sentence above, "with less loss/break-even/less profit (determined by the degree of competition in the category)", which is to extend the promotion cycle while reducing our burden as much as possible, so that we are not so anxious about this long cycle.
Ian96 • Shenzhen I would like to ask a question to the big guys, is the operation of merging links considered as maintaining links?
I am following your idea. The company is willing to give me the funds to do it. But it is too slow to increase the number of ratings and reviews. I am using the method of merging links.
Lawrence Yang Yang Shenzhen @伊安96: Of course it counts, but even if there are enough reviews, it does not mean that the conversion will be good, nor does it mean that it can be promoted immediately. Reviews are only one of the more important factors in basic conversion, but this does not mean that there is no room for optimization of the listing. In addition, the accumulation of sales weight also takes time.
le mego • Zhejiang Everyone pays attention to the number of reviews. In fact, the number of reviews affects the click-through rate and conversion rate. If we break it down into click-through rate and conversion rate indicators, then I think all factors that affect these two indicators are factors that stabilize the ranking, such as the main picture and the price fluctuations in each period. I think they are also very important. For example, a creative main picture brings a rise in click-through rate.
The order rate can be understood as the number of orders placed within a certain period of time. Whoever has more orders will be ranked higher.
Lawrence Yang Yang Shenzhen @lemego: Right, so the number of reviews is only one of the influencing factors. Improving ranking is a comprehensive war. It is not enough to do well in only one area. The higher the total GMV rate of orders, the higher the ranking. However, the average order value is basically not much different, so we can simplify the model and just look at the order volume.
le mego • Zhejiang • @Lawrence Yang Yang: Thanks for your reply! I recently optimized the main image and was deeply touched.
The day is short and the night is long, so why not go out with a candle ? Agree from: Niko5420, the rice seller who does charity Stabilize the link keyword ranking. Amazon is a platform that requires profit. It charges commission for every order. From the perspective of its profit, giving you exposure and maximizing your benefits is the ultimate appeal of the Amazon platform.
How to maximize the benefits under exposure is exposure*ctr*cvr*unit price. That is, if ctr, cvr and unit price are all high, Amazon will benefit the most, and it will promote your link and give you more advantageous exposure, that is, give you a better natural position.
However, it is impossible for a new product to achieve the highest of these three factors at once, and the price itself is contrary to CTR CVR. The higher the unit price, the lower your CTR CVR will be.
You can set the unit price yourself, assuming it is consistent with the price of the same type, and you can judge whether it is profitable or not. We can discuss CTR and CVR. When you push the keywords up, whether you can keep them stable depends on whether your CTR and CVR match the CTR and CVR of that position. Then consider other factors that affect CTR and CVR, such as whether you have an advantage in the number of reviews and star ratings, how is your main picture, whether your promotional methods have an advantage over your competitors, and what about your products? If you can't compare with others in these aspects, your CTR and CVR can't be better than others. How can you stabilize your natural keyword rankings?
Therefore, for new products to keep the keywords stable, a slightly easier way is to look at the product. If the product is strong enough, you can narrow the gap in the evaluation. Otherwise, what needs to settle will always settle. Life has smoothed out the past • Zhuhai Which company does this talent work for in Zhuhai? Let's talk about it
Days are short and nights are long - Candlelight Tour - Zhuhai @昔日锋茫生活磨平: If it's wrong, then it's wrong. Why do you come to my house and beat me up? The Internet is really scary. [doge]
You can only see clearly if you open your eyes - you can only see clearly and see everything if you go out. Agree from: I love eating, The slow bird can fly, yingar2786 First, regarding the original poster’s question:
How to maintain the keyword position that was pushed up by a loss-making strategy?
Before starting this answer, do you have a clear understanding of your product? Assuming that the product is fine and is not in the downward period of its life cycle, then we can further analyze "stability".
Because this question is rather broad and the poster did not provide enough information, the answers will be divided into two types according to the degree of competition:
1. No strong competitors <br>This situation is relatively optimistic. The pressure on keywords to rise is relatively small. After the OP uses a loss-making strategy to move up the keyword position, the pressure he will have to deal with will be much smaller.
At this stage, while maintaining the normal and stable existing advertising structure, you need to keep an eye on new products in the category and potential competitors; observe the position of the stable big words, which are the words that need to be kept close at all times. Long-tail words can be kept with daily click conversions, because these words are not the main words that determine your link weight. We always need to follow the 80/20 rule when doing things! ! Therefore, as long as the conversion of the main words is done well, the link will be stable.
During this period, the factors most likely to affect our conversions are the low prices, activities, and off-site measures of new products and potential competitors. Based on the main keywords, we observe the competitiveness of similar links around the link location and adopt defensive strategies accordingly. As long as we do this well, the overall keyword position will most likely be stable.
2. Strong competitors <br>In this case, you may face greater offensive/defensive pressure. The reasons for this are nothing more than: weak supply chain/competitors simply do not want healthy and sustainable development of products;
Back to the starting point of the question, should you reflect on whether you have a full grasp of the product? Can you control the patent and cost? If not, how much promotion cost can I accept for this product, and are my expectations too high? If you need to stabilize your position, my suggestion is the opposite of the above idea, "surround the city from the countryside", first do a good job in the weight of small words, gradually drive the weight of large words, and finally play the large words.
Is Amazon really bad? Operations have a ceiling, but cognition has no limit Agree with: Corneille, Wild Boar Peppa opj, Keduoli Many people overlook the fact that another important factor in keyword stability is conversion rate. Many people offer big discounts and flash sales, and the keyword quickly rises. Once the big discounts are stopped, the keyword immediately falls like a roller coaster. Many times, this is because they cannot keep up with the traffic and the conversion is too poor.
Generally, after we have done a big discount like a flash sale, we will immediately follow it with a coupon similar to the flash sale, and then slowly reduce the discount, and simultaneously make up for the orders. The sales volume should not be too different from that of the flash sale. On the other hand, we should place orders with our own buyer accounts at the same time. One order has multiple products to stabilize the conversion rate. For example, if there are 10 products in one order, the conversion rate is 1000%. Place the order around 11:50 and cancel it around 12:05. It doesn't cost any money. Do it for a few more days. If the conversion rate can't keep up, start this operation immediately. Freelance Countdown · Guangzhou Will Amazon consider this kind of operation of placing an order and then canceling it as an S order?
Is Amazon really that bad ? Shenzhen I just bought it, found it not suitable, and cancelled the order. Amazon will still calculate the cancellation of the order into the conversion rate.
20 years old, never eaten McDonald's • Guangzhou @亚马到底逊不逊: It's no use doing this once or twice. You can't do it every day. If you keep placing orders for the same product and cancelling them, it's no wonder your account isn't blocked.
Lone Walker S • Yancheng The order was cancelled, and the weight of the product also decreased.
Interesting • Qingdao If there are 10 products in one order, the conversion rate is 1000%. This concept is really great, and it also explains some phenomena where the conversion rate of advertising data exceeds 100%.
Sleeping is always difficult • Shenzhen @亚马到底不好: You are quite clever.
Da isyL66 • Shenzhen When the link is not moving, activating the link is still somewhat useful, but it needs to be used with caution to stabilize or push it upward, as the cancellation rate will lead to the opposite effect.
DAN242 Agree with: lgh415, Wind and smoke I think the operational thinking is to think about problems from the perspective of buyers. I will assume that I am a buyer, and I will first experience the complete shopping process on domestic platforms, and collect more than 5 complete processes from friends who do not work on platforms.
Collect browsing time, products viewed, ordering decisions, reasons why you click on an ad, etc.
Specific reasons require specific analysis.
I find that current operations rarely have a buyer's mindset, so a low-price spiral will occur, and unexpected situations such as TEMU will occur, leading to a decline in their sales rankings.
Regardless of the category or country, people think the same way. I want to - search - browse - become interested - learn more - compare - place an order; the process is interrupted by various situations: someone else has a better price? Someone else has more attractive pictures? But no matter what, it always comes back to comparison.
The Secret of the Groundhog Whether you can maintain sales and conversion has a lot to do with the data of your products and listings, such as price, product ratings, whether the product has advantages, etc. Even if you do off-site or other interventions, you will be back to square one in a few days unless you can continue to intervene. Therefore, the comprehensive performance of your products and listings determines your position. If you have used many methods but still cannot achieve the results you want, it is better to stay in the position you can reach, accumulate for a while, and then charge forward.
If you use the funds and resources that can be used to push up to that position every day, and after a certain period of time, as long as the product is not bad and the score is not too low, then after a period of accumulation, it will be stable, but the cost will also be very high. It depends on whether you can afford it, or you can do it slowly by cultivating links. The former is fast but costly, while the latter is slow but costly. In the final analysis, it depends on whether you want to exchange time for money or money for time.
It's hard to come up with a name - 90s rookie Agree from: Esdoorn708, Cross-border Buds If you want to stabilize keyword rankings, you must first understand what factors are related to keyword rankings. Knowing this, it will be easy to stabilize keyword rankings.
What factors are related to keyword ranking?
1. The number of orders placed under the keyword;
2. Conversion rate under keywords;
3. The rate of reviews under keywords;
4. Rate of favorable comments under keywords;
5. Cumulative clicks on keywords;
If you want to stabilize your keyword ranking, just focus on these 5 points. Adults • Guangzhou The big guys have basically mentioned the click-through rate, click volume, conversion rate (order volume). If they are all okay, then consider lowering the price after you have natural traffic. It’s not a price war, but you must have a price advantage. If the ranking drops all the way, then it’s not your position. Don’t force it.
He Anhan Agree from: Lydia918, Rabbit makes small money Share a failed case of advertising at a loss:
The product is priced at $25, which is a little lower than the market average price. After being on the shelves for 2 months, the net loss is $3k. Vine gave away 30 of them, with a rating of 4.5+. The advertising cost $4k, with a CPC of 1.5-3. The conversion rate on Black Friday was 10%, and the advertising orders accounted for 70%. The organic ranking of big keywords can get on the homepage, but it is not stable. I can't bear the loss any more, so I reduced most of the advertising budget to see if I can get more organic orders. Dragon Swimming in the Sea • Dongguan It is indeed as they said, short-term sprint is not difficult, how to stabilize is the problem. Normally speaking, it depends on whether the capital is sufficient.
yingar2786 - Amazon newbie learning After reading all the comments, I concluded the following directions:
1.Total number of reviews Number of positive reviews within the period Number of positive reviews
2. After BD, place a S order with the same big discount as BD to replenish the quantity
3. No strong competitors: The advertising structure is normal and stable, keep a close eye on new products and potential competitors: low-priced off-site and on-site activities, etc.; keep a close eye on the positions around the core words, do a good job of conversion, and follow the 80/20 rule
4. Key indicators: exposure CTR CVR
Little Fat Sheep Smecta - A small Amazon operator Agree with: rainco, Elk in the Amazon If you complain to your competitors now, they will directly remove your brand. You still dare to show off and do these outrageous things. You really don’t want to live. It’s not your own account, right? Ian96 • Shenzhen I have been fooled many times. They have overseas accounts, buy your products, and then specifically pick out some outrageous aspects to complain about and leave bad reviews. If you ask me how I know, it's because the delivery date they filled in was before the complaint and bad review!
Little Fat Sheep Smecta · Shenzhen @伊安96: Yes, I've been tricked before. It's obvious that it's always 4.5 points, but once it reaches the top, there will be 4-5 bad reviews. Then when you drop down, it will be all good reviews. When it goes up again, there will be bad reviews. It's outrageous.
Don't eat salted fish • United States @小胖羊思密达: Is there any way to deal with this situation?
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