|
BSR 1 B0B71B59SZ
BSR 16 B0BZP2QP6K
B0BZH3QYG
B0C4931RTS
The brand link has maintained a stable price since it was launched. It has not been sold at a low price, and no signs of external orders have been found. It can enter the top 100 BSRs when the number of comments reaches 100-200, and has remained stable. In 1-2 months, the category keywords can become the main source of traffic for the link. Please help analyze the operation rhythm and advertising strategy.
Question 1:
How to get out of the curve linked above, quickly improve the natural ranking of big words, maintain data, maintain a stable conversion rate and improve ranking?
Question 2
Are the above links purely for on-site advertising promotion? How should the advertising framework be laid out? How much should the advertising budget be allocated? How should the specific details of this advertising strategy be followed up? How should it be maintained in the future?
Question 3
How can we ensure that the ranking and sales volume remain stable without doing anything outside the site?
"Wonderful Reply"
Anonymous user
Some sellers were repeatedly not surveyed because the gameplay of the same seller did not differ much.
Here we have filtered the links of two different sellers, and we can see that the proportion of advertising traffic is actually not low (Figure 2). Although the proportion of advertising traffic in Figure 1 seems not high, the advertising traffic of nearly 42,000 per week is also a considerable expense when converted into advertising costs.
In other words, the advertising investment for these two links during the promotion process is not small.
On the other hand, there are also operations of running flash sales BD during the promotion process.
If you can't find it outside the site, it doesn't necessarily mean that it's not advertised. Products like beauty products, wigs, and accessories are particularly suitable for private traffic pools.
Judging from the recommended traffic in Figure 1, similar searches and buyer visits account for a very high proportion of recommended traffic. In addition to general SP advertising, the expected investment in SD tour remarketing and associated traffic advertising will not be too low.
When the traffic and conversion of a link continue to remain in a relatively good range, the system will judge it as a high-quality link, and then give it more recommended traffic entrances and keyword search weight support, so that the final stability of the ranking and sales of a link is greatly improved.
You can refer to a more reasonable and balanced advertising structure (focus on different advertising campaigns at different stages)
:
Search traffic:
Precise matching - core words (main promoted words), the purpose is to lock in core precise traffic.
Broad, phrase matching - core words (mainly recommended words), further capture the marginal traffic of core words. Whether to place ads on other non-core words (long-tail words, related words, etc.) depends on the proportion of advertising costs and the characteristics of the category.
Note: The above ad positions are mainly located on the search page.
Related traffic:
ASIN advertising - strong competitors (where you have an advantage) directly run advertising spots on product details pages.
ASIN advertising - weak competitors (those where you don’t have an advantage) go directly to the top search position. Since you don’t have an advantage, it’s best to complete the competition comparison on the search page to avoid wasting invalid clicks.
Category advertising - refine the brand, price, and rating. This type of advertising has a relatively low cost and focuses on attracting traffic with conversion as a secondary purpose.
SD——strong competitor, CPC bidding, and rush for conversion.
SD——weak competitor, VCPM, grabbing exposure.
Marketing exposure:
SB——Brand
SBV – Increase the click-through rate and interaction rate of listings on search pages
SDV - Enhanced detail page ad placement
Home page traffic, off-site traffic:
SD — contextual matching (no refinement)
SDV - No detailed delivery
Do the included analysis:
Automatic advertising - tight and broad: matching the listing content
Automatic advertising - same style, complementary: matching product type matching
Based on the above matching results, placement analyzes the performance differences of the product in different locations at this stage.
Anonymous user Some operations are difficult to trace because the time is too long ago. The strategies of the same brand are similar. Taking B0BZP2QP6K as an example, we will analyze some traces of the operation.
1. Combining the ranking trend of this product with the search of related websites outside the site, it initially seems that there is no obvious off-site search.
2. From the traffic structure of this product, B0BZP2QP6K has the most traffic words, and SP advertising traffic words and video advertising traffic words account for a large proportion. It can be determined that B0BZP2QP6K is the main ASIN of this link.
3. B0BZP2QP6K traffic architecture. (Note that this is for a single ASIN), the overall traffic increase is relatively stable. On July 21, August 24, and September 25, we did 7DD, and the overall traffic of this sub-body did not fluctuate much. The traffic surge in early October should be due to the autumn promotion.
4.1 There are many advertising campaigns invested in, and the advertising strategy starts with multiple advertising campaigns (not the kind of strategy that only targets precise and core keywords at the beginning), which is a bit similar to Apollo's strategy of multiple advertising campaigns.
4.2, From the traffic words, this seller initially used general matching to run and test words. Later, he continued to optimize the advertising activities and keywords. (You can learn from the keywords of different periods to optimize your keywords.) Now the advertising is mainly based on precision, because the advertising traffic words are relatively low.
4.3, the traffic of SP ads is relatively low. If you look at its ad traffic composition, more than 99% are video ads. This part of traffic is not lower than natural traffic, which is a very important source of traffic.
4.4. Its SP advertising products, in fact, the overall advertising position is not very forward, and the fluctuation is relatively large. It mainly relies on natural traffic keywords to hold up. I guess in the early stage, it is combined with keywords to go to the homepage, and the S order method is used to stabilize the traffic. (Seeing that there are many comments with pictures, it is estimated that a lot of them have been brushed)
There are several other operational details:
1. There is basically no obvious sign of out-of-stock of the products, and the other party's overall inventory preparation and operation rhythm show certain strength.
2. We hired a large number of models to shoot product videos.
3. Same brand, multiple stores operation.
In general, the supply chain (product quality, stocking) is relatively stable, and more details are paid attention to in terms of product operation (many models are hired to shoot videos). In the early stage of word development, stable keywords are retained and targeted in the later stage. Video ads (a very popular source of traffic) are used as the main advertising. Keywords are placed on the homepage/S orders to stabilize the early traffic. At the end of last month, the ranking was raised to several thousand in conjunction with the 7DD+ this month's membership day event.
Anonymous user
Question 1:
How to get out of the curve linked above, quickly improve the natural ranking of big words, maintain data, maintain a stable conversion rate and improve ranking?
At the beginning, we optimize the price of new products, and improve the advertising and overall conversion rate by operating copon and prime. We first use automatic, manual precision, and manual extensive collection, mainly SP, to improve overall sales. Later, we combine flash sales, 7dd and other activities to rush the ranking. At the same time, we enrich other advertising forms, directly increase the budget for ads with good performance, and wait for most keywords to come up, optimize advertising investment, remove invalid traffic investment, and optimize the budget.
Question 2
Are the above links purely for on-site advertising promotion? How should the advertising framework be laid out? How much should the advertising budget be allocated? How should the specific details of this advertising strategy be followed up? How should it be maintained in the future?
Mainly advertising, there are still some outside the site, it may be S order, similar to the tiktok zero yuan purchase
Question 3
How can we ensure that the ranking and sales volume remain stable without doing anything outside the site?
Generally, we mainly do flash sales regularly, and then use advertising to stabilize the ranking. If we don’t do activities, the ranking of old links will drop.
Sunny Old Boy 1. For off-site hyperlinks, there are about 10 keywords, and the discount can be about 20%. As long as the number of fans of the celebrity editor is OK, it is normal to have dozens of orders every day.
2. For in-site advertising, based on the ratio of natural orders to advertising orders, there is no need to consider advertising to make money in the early stage. If ACOS is within the profit margin range, it will be uninterrupted 24 hours a day and there is no upper limit on the budget.
3. Natural search traffic, BSR traffic, associated traffic, brand traffic, advertising, referral traffic. There are many products here, and the demand itself is relatively large. In fact, experienced operators can achieve profitability by relying solely on in-site advertising. There is nothing wrong with this. After all, the price of this product in Xuchang is much cheaper than 1688. They are all family-run workshops. In Xuchang, Henan, there is a wig base. There are indeed some sellers who only make wigs, and they are very familiar with products, keywords, competing products, etc. They make a living by doing this.
|
