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Thank you all for your comments. I am really touched. I am sorry for not being able to reply in time because I do not read the forum often.
What I have pasted below are a few new products that were recently launched. There has been no improvement so I would like to ask for some advice from the experts. Thank you very much.
In the following ads, "fixed" refers to automatic advertising-fixed strategy, "broad" refers to manual-lifting strategy-broad match, and "precise" refers to manual-lifting strategy-precise match . New product 1 ACOS=0, no conversion; New product 2 ACOS=0, no conversion; New product 3 ACOS=78%, very miserable
The above three products are new products that have been launched in the past week or so. They are all promoted through A+/post/brand story/brand flagship store/combination sales.
The first one has an ACOS of 62%, which is terrible. The second one has an ACOS of 43%, which is terrible.
These two products have been promoted for a long time and have been constantly revised.
Summary: There were serious doubts about my own operations, a lot of internal friction, and the promotion of new products basically failed.
Positioning: A very new seller, not spending lavishly on advertising, conservative, CPC is slightly lower than the recommended bid recommended by the system, and the bid of the ad group is higher than the bid recommended by the system (some ad groups do not have a recommended bid and are set to 2$)
Thank you very much for your comments and criticisms. I really don't mean to show off, because the store has not made any profit (profit in hand) for a year, and the monthly payment is still being invested. What I want to express is that the operation has collapsed: after a year of perseverance, there is no improvement, whether it is payment or sales. I want to ask if you have any suggestions to break the deadlock.
Secondly, I mainly want to talk about two points. One is to make a plan. I would like to ask you how to make an achievable sales target. The second is to ask about the proportion of advertising in store sales. Will sales increase due to high advertising costs?
I apologize again to my seniors for your complaints. I didn't post this to show anything. It's really bad and there's nothing to brag about. Maybe everyone is still struggling, let's work together.
I will post a paid consultation thread later. Since I am not familiar with how to delete this, please forgive me if I forget it. Thank you again for taking the time to reply in your busy schedule. Both good and bad are experiences. Thank you.
status quo:
I am a super MINI newbie seller, a cross-industry newbie. I have been operating for one year so far. I have no sufficient experience and no strong resources (money, personnel, technology, etc.). I have always been a white hat operator and have never used any gray technology. The store has nearly 80 SKUs, fine store mode, A+/POST/combination sales/brand flagship store. Almost every product on the shelf is built using these methods. However, there are only 5-7 models in the current operation that have fixed orders, 20-40 models often have 1-3 orders, and the remaining nearly 30 models basically have no orders. Roughly more than 40 orders per day (average).
question:
This situation has been maintained for nearly 4-6 months, and 5-8 new products have been put on the shelves recently, but there has been no obvious change in the number of orders. At the same time, the products that used to sell regularly have been declining. I want to break through the current situation of 40 orders, but I don’t know how to make a plan. I want to set a sales target of 80 orders per day, but because I only use advertisements for promotion, the means are limited. I hope that seniors with such experience can give me one or two experiences, or have different opinions on the store operation status I posted below. Thank you again for expressing your opinions.
I am also not very good at advertising, with only about 170 ads running every day. There has been no budget limit and no obvious expenditure. The question is whether the advertising expenditure has increased and whether the number of orders can be large enough?
"Wonderful Reply"
mizili - The unexpected warmth quietly changes the seemingly chaotic situation. I noticed that the poster updated the product data, so I would like to respond with my personal opinion.
1. Three new products that have just been launched on the shelves.
The first problem is that the traffic is too low. If you are doing a US site, the traffic is only a dozen or even single digits a day. It is difficult to achieve conversion in the current market situation. Especially when the competition is fierce and the products are not very differentiated, it is a bit difficult for new products to achieve a 10% conversion rate.
Unless the poster runs a very small site, there is no way to solve this problem, it is a platform problem, like the UAE site has only a few million traffic. Or the poster runs a very unpopular category, but can achieve a monopoly, and you are the only one in the entire market, then there is a high probability of conversion.
If it is not one of the above two, and it is a site with large traffic such as the United States or Germany, then I guess it is likely that the product is too unpopular or the market is too saturated. If the product is too unpopular, it is recommended to search the ABA ranking of the core keywords first.
Here you are not searching for big words for the corresponding products. For example, I sell portable outdoor water cups, but I searched for the word water cup.
If you find that the ranking is too low, it means that there are few people searching for this type of product, so the traffic will naturally be low. If you can't find a comparison standard, you can also compare it with products that have orders.
The market is too saturated. You can use tools to check this (not recommended to avoid suspicion of advertising). See how many competitors there are for this type of product, the sales volume of the entire market in about a month or a week, what share the top few companies have, and for how many people the orders are almost zero.
Here I suggest using multiple tools to compare, because the data is easy to be inaccurate, or if you have resources around you, you can also ask sellers in the same category, what their ranking is, how many orders they can get in a day, etc. Then you may have an idea in your mind. I see that the questioner said that he is doing various optimizations, adjusting copywriting, advertising, etc., which is a bit behind closed doors.
If you don't consider the market situation and blindly adjust the links, you will only fall into a prisoner's dilemma, or even internal friction as you said. It's like you open a restaurant and ignore whether there is a restaurant next door or opposite, how many restaurants there are on the whole street, how many customers the whole street has, whether something happened recently that caused people to stay at home, etc.
However, they are constantly optimizing the store's facilities and dishes, and holding meetings with the store's waiters and chefs. This is a bit putting the cart before the horse.
Second, two products that have been on the shelves for some time.
It’s still the same problem, the traffic is still too little, especially if you want to increase the number of orders. Because the number of orders = traffic * conversion rate. If the conversion rate cannot be raised, then you can only increase the traffic.
Moreover, I found that the daily advertising budget hardly exceeded 10, and the single CPC was less than 1. If it was a US site, this amount of advertising was really not enough.
Here I suggest that the poster search for his own ad space at the front desk, because the click-through rate of the ads for these two products is good, which means that the card position is still good, and at least there is no big problem with the main picture. Then you can go and see if the search page for the ad space is too far back.
If it is possible, you can increase the bid and budget appropriately. Just a personal suggestion, try not to use the increase and decrease mode in the early stage, it is best to use a fixed one, because this will help you understand the CPC of a specific ad position.
How much it will increase depends on the questioner's financial situation. As for ACOS, as someone who has experienced the failure of many products, I suggest you don't look at it in the early stages.
This is really not a joke, because I have had similar experiences as you. In order to adjust my mindset, I even turned off the ACOS column of store ads for a while and only looked at the conversion rate. Because it really hurts to see it. As for the rest, these are the data provided by the questioner, so I won’t speculate. Finally, let me say some comforting words, after all, the previous reply complained about it.
The most important thing for the questioner now is to adjust his mindset. There are many ways to do this, but it is particularly important.
Don’t think I’m exaggerating. If you can’t adjust your mindset, you will most likely get stuck in a dead end.
Then you will be very stubborn when launching new products in the future, with a kind of stubborn attitude of "I just don't believe it", and you will insist on proving that your method is correct.
Then it is highly likely that a negative cycle will be formed. In order to prove oneself, one will continue to develop new products according to one’s own ideas, and then promotion will be extremely difficult. Then various adjustments will be made, and then there will be no improvement. Then one will start to get angry and doubt oneself. . .
It is not terrible to fail in launching a new product. The most terrible thing is that you cannot think calmly, review the situation, and think about what went wrong. Is it because of my promotion or because I made a mistake in product selection?
Of course, I also know that most people who are in the situation are difficult to listen to advice, because they think of their past selves, so they can't help but say a few more words.
But I still hope the poster can survive this period. And it is normal to fail in launching new products. I once had a failure rate of 99% in launching new products. So there is no need to doubt yourself anymore. Anonymous user • Jiangsu • 2024-04-22 16:14 Thank you for your reply. I am really doubting myself now. I doubt my ability and whether I can really do AMA operation. Because I am a novice operator, I am really working behind closed doors. I usually read forums and learn new promotion strategies. All my advertising budgets start at 30, and I dare not give CPC more than 1. Our customer price is low, so the proportion of advertising has to be reduced a lot. At present, many advertisements are not used up and there is no data volume. I will make a serious summary, and everyone should work hard together. I am very grateful and touched.
mizili - The unexpected warmth quietly changes the seemingly chaotic situation. Agree with: ccdzd1, zhizhibuxiu, lelailalala, geskullheadauntz1, pxl123 more » Um... this is one of the few issues in the [Case Analysis] I have read that I want to complain about.
First of all, the poster said that they do fine shopping, with more than 80 SKUs. How do they do it? Are they of the same category? The same style? Or are they simply shopping for what is profitable, what has less competition, and what has high profits?
Then they said that some links have stable orders, some have very few orders, and some have no orders at all. There is no explanation of the market competitiveness, market size, competitor's average order value, your average order value, whether the link has ads, and how much budget to give.
Finally, there are advertisements. It didn't say what it was advertising, SP, SD, SB? Automatic or manual?
Second, it does not say which products your CPC corresponds to or what the budget for the corresponding products is. It just gives an avery that the store spends about 170 per day.
Then I asked, will more orders increase if I increase my advertising investment? What is the appropriate proportion of advertising? To be honest, your question is so vague and you didn't give any specific details. Even if I really wanted to answer you, I don't know where to start.
Therefore, I still suggest that the questioner re-examine what I mentioned above before asking the question.
PS: The [Case Analysis] that I answered before was at least quite detailed in my opinion, but the premise was that the questions asked by those posters were also expressed in detail, so I am not making a sarcastic remark or deliberately making things difficult for this newbie poster. Just a Clown • Jinhua • 2024-04-16 15:22 My brother is quite responsible. I cannot give any specific suggestions without knowing the situation clearly, but I judge based on my experience that the questioner's level is not too high. It is already a very good product that can survive at this level. It may take off with a little optimization.
Anonymous user • Jiangsu • 2024-04-22 15:36 Thanks for your reply. I am currently summarizing my own problems, but I may not have asked the right questions. I am currently using Jingpu, which is all SP. The total amount of money spent on all products in the store is about 170 per day, sometimes only about 100. I am not controlling the budget. Each advertising group has a budget of 30. Currently, there are more than 80 products, and there are roughly 3 groups of advertisements (automatic fixed + automatic lifting + manual broad), which account for a very small proportion. Because the advertising money cannot be used up, I don’t know if it will bring more orders after the advertising money is used up. I am a very new seller, and my bidding is very conservative.
Waiting for the wind to come - a warm-hearted boy born in 1999 Agree from: TKHANNAH, 元气少女李逵0, kallven If you are working alone, it is not necessary to make a sales plan first. This is for your boss to see (personal opinion)
The main thing is the products that you have orders for on a daily basis. You can take a look at BSR to see if there is room for improvement. For example, if BSR had 30 to 40 orders in the first 11 days, and you can now do 7 to 8 orders a day, it would not be easy to improve. However, if BSR had about 100 orders in the first 11 days, and you have 7 to 8 orders a day, then your room for improvement is huge. You can try to find a few words that perform well in automatic advertising, and run them separately, with single word group and single product, and then try to optimize. (There are many posts on advertising optimization in Zhiwu that you can read, I will not talk about them because I don’t know whether my optimization is right or wrong.) The initial bidding can refer to the CPC in the automatic bidding + about 10% (personal opinion). ,, then those products that occasionally get orders are okay. You can refer to the top 50 BSR, their pictures, a+, etc., to see if there is any place you can optimize. You can try to modify the listings of those products that don’t get orders, you can do ab testing, and then start advertising. The suggestion for advertising is not to put all products in one ad, you can put one of the same type (if the budget is not large), and then look at the ones with good conversions, and keep the ones with good conversions. As for those that don’t get orders but still have some inventory, you can start an automatic ad with a low bid of 0.01-0.1, and put all these in to try to pick up leaks. That’s all I can think of for now, I hope it can give the questioner some ideas.
Me and the Past - Amazon Operations in 2022 Approved by: TKHANNAH Looking at the poster's situation, it seems that he is in the same situation as me, encountering difficulties with ordering.
First point: When making a plan, you should start with your product and estimate the number of orders for the product. You cannot make a plan first and then push the plan backwards to the product.
For example, if you have a product that currently has an average of 5 orders per day, then when making a plan, you plan to increase it to an average of 7 orders per day; the same plan applies to other products. The total number of planned orders is the number of orders you need in your total plan.
The benefits of such a plan are: The plan will not be too vague and far from being achieved; you can clearly know where the growth of your order volume comes from; the order volume plan has been broken down into each SKU, and the direction has been pointed out, you only need to start with the orders of a single SKU; the goal does not deviate from reality, and the most important thing is that it can be achieved. With this temptation of hope, you can be full of confidence and a hundred times more motivated.
Second point: Regarding advertising, advertising expenses are not necessarily proportional to sales. Advertising is a matter of continuous investment, which cannot be explained in a few words, and the effect cannot be judged in one or two days. So you need to test it. You can increase the budget and click bidding for one of your products, which has higher daily sales, and observe for 3-7 days to see whether the sales increase during this period. If it increases, you can copy your next product and see the situation. At the same time, regardless of success or failure, you can take out your advertisement as a case study and post it here, so that everyone can conduct a specific analysis of your advertisement.
The original poster's words are very general and broad, and he probably wants an answer with a general direction. I would like to offer this answer and hope it helps.
I respectfully submit this, please do not trouble me to reply. I respectfully express my sincere gratitude, please do not trouble me to reply.
Lelai Lala - A Little Shrimp It seems that the question asked by the OP is indeed a bit general. The following are just my humble opinions. Everyone is welcome to discuss.
1. First of all, I think you should think clearly. Based on the current fine-shop model, you already have more than 80 SKUs, which should be considered quite a lot. In the future, will you continue to follow the fine-shop model or the brand model, or will you focus on the existing SKUs that have sold well and go the boutique route? (Of course, in addition to sales, it is also necessary to combine various data performances to evaluate). This is a question of your account planning. Maybe no one can give you a direct suggestion on which route to take, because it is not clear whether the supply chain resources behind you are rich.
2. Secondly, regarding the 40 orders you mentioned, whether it is the total order of 5-8 items, I can't give a more appropriate suggestion. As the big guys mentioned earlier, what is the volume of your main order links in this category? What are the differentiated advantages of your products compared with competing products? This is the question again. Whether the product is competitive determines whether your increase in advertising budget will lead to an increase in orders. In fact, there are many factors that affect advertising. No one can tell you that increasing advertising spending can increase orders, which is affected by fluctuations in conversion rates.
3. If you want to increase daily sales to 80 orders, it is still the same as the previous question, which product is more suitable to boost sales (whether to consider gross profit balance). In the current AMZ environment, it is absolutely not enough to promote only from the site. Many large manufacturers or companies that are good at playing are using various channels to attract traffic to their listings. It depends on what scale you want to achieve and what ROI you can accept. You need to think clearly about this yourself, and netizens cannot help you decide.
Finally, I wish you success soon ~ explosive orders ~
Dao Mei - My name is Aliang, Liang means kind. 40 orders per day is just enough to support myself. If the unit price is low, I can't even earn enough to cover my salary.
Since you have listed so many products, I think what you need to do now is not to continue to spread them, but to seize the links that can generate stable orders. Make a good data sheet for daily tracking, analyze the same competitive products and top competitive products, optimize what needs to be optimized, analyze the order situation, what is the average daily sales of the rankings 1, 10, 50, and 80, the sales situation of the entire category, which time period is rising and which time period is falling. Focus on products that can generate stable orders and have good shelf traffic.
I think the goal should be predictable. You can make a table, list all the products and mark the average daily sales. Then, based on the analysis results, the sales fluctuations in each category and the expectations in your mind, set the target sales for each product each month.
Choose 2-3 products to focus on. According to the target daily average sales, ship more products that should be shipped and then focus on promoting them. Mark out the products that need to be eliminated and find new products to replace them. For those that are not selling, clear them out in batches or discard them.
In my humble opinion, I wish you can get 100 orders soon.
Anonymous user
There are more than 80 SKUs, but only 5-7 of them are regularly ordered, 20-40 of them are often ordered 1-3 times, and the remaining nearly 30 are basically not ordered.
Product development:
There are definitely still problems in the area of high-quality products. Without professional knowledge in product selection, it is not suitable to engage in general shopping. What you are doing now is somewhat like this model, but this model has requirements for the site and the local account, otherwise it is not easy to make money.
Wanjingpu-Small Boutique is a well-developed business. Basically, the sales rate can reach more than 90%. This model is more suitable for ordinary sellers, but it has high requirements for product selection. If there is no unique insight into the market and products, the failure rate will also be high. The latter is the problem of profit margin and category retention.
Average daily sales: 40, advertising: 170 USD. A+/POST/combination sales/brand flagship store
Operational aspects:
Basically, you have a few best-selling products, more than ten a day, and the advertising costs are not small. It can also prove one thing that there may be some market opportunities in these categories, but you can't analyze where the opportunities are? I think the operation method is not enough...
The actual methods are all pretty much the same. It’s just a matter of perception. Why do customers buy this product? Is it for gifts? For personal use? For the elderly or children? What aspect of the product does the customer value more? Is it the price? Is it the quantity? Is it the function? What advantages does my product have? Are there any points that customers need but few people do? Do I know how to present them?
The most important indicator is whether the product occupies the natural ranking slot. If not, what went wrong?
For most people, advertising is just a way to interfere with natural rankings, but interfering with keyword ranking indicators is a pitfall.
Anonymous user
Agree with: themoe, JamYaung, Jimuhanglaiye, wanfenhaoyi, 兔子赚小钱钱 What you lack now is not products. With more than 80 SKUs, only 5-7 models are regularly ordered, 20-40 models are often ordered 1-3 times, and the remaining nearly 30 models are basically not ordered, which means that most of the inventory has basically not been moved.
Now we need to do two things
1. What you need to do now is to check the reasons why the products that are not being sold cannot be sold. You need to go to the store and check the actual situation. If there are no orders or models that you don’t want to promote, change them to clearance sales. For the models you want to promote, check the link title/five points/keywords/evaluations and continue to find ways to promote them.
2. For the links that have been ordered, count the orders, advertising expenses and profitability of each item every day, combine the link score with the sales of the entire category, and determine the main items of the store that are sold in large quantities and the number of orders/profitable items that make money
MiaChen- 90s cross-border e-commerce Agree from: ccdzd1 Although the answerer is a rookie, he is indeed courageous and knowledgeable. He is a talent and deserves admiration.
Let me talk about the problem based on my shallow personal understanding:
Positioning: This form is basically not considered as fine shopping. If it is a self-delivered SKU, it is recommended to delete all the SKUs that do not receive orders and not invest in advertising; for FBA delivery, clear the goods at a low price to avoid the headache of storage fees after redundancy. Only keep the styles that receive orders, and focus on advertising for those with good orders (the store can be a single category);
Advertising: Advertising expenses ≠ sales. For Amazon, operation is the key, so the idea and strategy of advertising can be said to be the foundation. I suggest that the answerer should not panic and learn the basics and logic of advertising first. You can start with the content of Amazon's official account. There are abundant online resources, so it is not a big problem. Once you have a framework, you can practice and improve efficiency. Otherwise, you will just be blindly groping in the dark.
Product selection: Quality is more important than quantity. Make full use of product selection tools to explore user needs, slowly launch new products, and refine operations. I believe that the answerer can do better and better.
Like your Coke Delete the 30 SKUs that have no orders. You should have been promoting the products for a while, but you didn’t grasp the new product period well. There is no need to waste your energy on these 30 SKUs.
Divide the advertising fee used on these 30 SKUs into 5-7 models that have fixed orders. How to open advertisements is very important. You still need to learn it. The simplest way is to open a negative for irrelevant words that do not generate orders. The same is true for the rest. Gradually streamline. One person’s energy is limited.
Anonymous user Maybe there is no specific plan, and it is just stuck in launching products and running simple advertisements. It is suggested that the OP can first classify products into A, B, C, and D grades, take out the profitable and sold products, and plan the next step of development (such as what is the current profit margin, traffic, conversion, the next target order volume, and how much advertising costs. High advertising does not necessarily lead to high sales. It mainly depends on conversion and product competitiveness). The remaining products can be classified according to this idea, and the profit margin can be set. Then, the products that need to be cleared out can be cleared out, and the products that need to be invested can be invested. At present, the products and product positioning need to be sorted out first, and then the operations can be more detailed.
Just a Clown - My heart is broken, so I change my hobby to writing novels Agree from: JosephGan Isn't this a pure pleasure game? At present, it seems that there is a lot of room for improvement. If so many variants can be maintained even though they are half-dead, then wouldn't it be a direct turnaround if they are optimized a little more seriously? Why don't you send the data quickly? I am itching to do it. Anonymous user • Jiangsu • 2024-04-18 11:10 Thank you for your reply. I don't usually read the forum and I didn't reply in time. I'm very sorry. Because I'm a novice operator, I don't have any fixed operation process and records. I made a small table to record the advertising data of each product. Thank you for giving me some optimization solutions. I put the data in the title.
Fly Fly Wow Agree with: rainco If I could earn at least 20,000 to 30,000 yuan a month, it would be pretty good. If I had this kind of performance, I would just start lying down. Phantom Maniac • Shangqiu • 2024-04-15 22:42 40 orders a day, 80 SKUs, I don't see any money at all, all the money is on the goods, waiting to be released if the store makes a mistake
Nick Nick • Shenzhen • 2024-04-16 15:23 The boutiques he mentioned should be for low-order customers. If you don't take into account the warehouse rent and other miscellaneous items, the net profit will be less than 20,000 or 30,000.
yy1 999 • Foshan • 2024-04-16 20:23 His daily advertising is 170, if it were a knife, it would probably be eaten by the advertising.
Anonymous user • Jiangsu • 2024-04-22 15:40 Alas, the current order volume is very stressful and I basically don’t make any money.
Feifei Wakaka • Shenzhen • 2024-04-24 16:59 @Anonymous user: Focus on the big and let go of the small. Clear out the unprofitable and unsalable inventory first. Then pull out the best-selling products and analyze the reasons. Can you reduce advertising costs? Can increasing advertising costs bring more organic orders? Can you sell similar styles to get more orders? Don't set goals randomly, start with products and operational methods.
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