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#Case Analysis # How to keep 40 major keywords in the top three and still achieve the goal with less than 1% advertising cost?
No off-site, no merge zombies; Super low advertising costs!
Good ratings, consistent price.
Can we guess what operations were used?
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Ying Ru Shi - A not very serious man Let me first directly state the analysis conclusion of this product:
1. The store is an old store and the categories are relatively vertical.
2. There are compliance promotion behaviors in the product promotion process itself, and the promotion ramp-up period is the peak season.
3. What kinds of outrageous behaviors may occur during the promotion process?
1. Let me first talk about the store background of this product:
From the store, it is a more serious store, with 800+ ratings in the past year, and the FB performance is not bad. The store actually sells about 20 links in total, and the store data itself is OK. Generally, they are 4.5 stars, and the product quality is generally OK. Because many links in the store do not do variants and merge comments, and do not do the trick of brushing direct comments, there is no trace of global comment sharing, which is basically real feedback + vine (it can only be said that the probability of brushing comments is very low). Moreover, the products of this store are more focused and vertical.
Because one of their products, LED Edison Light Bulbs, is also doing well. We have researched this type of product before. I am an old seller in the LED lamp category. To produce this type of product, LED Edison Light Bulbs, in large quantities, the cost control is very, very strict, so the other party’s supply chain quality should be better than that of ordinary sellers.
Second, let’s go back to the possible promotion operations that the OP wants to know:
There is no fancy operation in the comments, and the proportion of advertisements is not high at present. But judging from the data of the poster, the proportion of organic is very high, and the proportion of AC in the organic proportion is also high.
I used a tool to check it back and found that the other party’s weight in big words is indeed very high.
It can be seen that within the ABA ranking of 10,000 and 5,000, the natural ranking is basically in the same row, which is the main source of its large number of orders.
Looking more closely, we can find that many big words only increased significantly and stabilized in January:
This is consistent with his ranking growth in Keepa. In December, he entered the promotion period (product peak season and Christmas), and the category ranking growth rate was high. It was not until January that the keyword search ranking showed obvious growth and stability. That is, after about a month of rapid growth, the keyword ranking was pushed to the top and stabilized. There is a periodic 7D in promotion, once a month. In other words, in terms of compliance promotion, the other party has done a lot of work, and as mentioned earlier, the store is relatively vertical, and there is also the impact of closed-loop traffic promotion.
3. Regarding possible operations:
When advertising costs are low, one possibility to increase search weight is link processing promotion. The specific ideas and operations are as follows:
This product promotion idea is somewhat similar to that of the solar wall lamp.
The directions are: accurate off-site traffic stacking orders and category rankings.
When off-site resources are strong, links can indirectly promote keyword rankings when off-site buyers place orders through short links or authoritative links.
There are usually six forms of Amazon product links placed outside the site:
A.ASIN links, most commonly used links.
B. Canonical link. Canonical link is a link automatically generated by Amazon that cannot be modified. It contains 5 keywords. The weight of these 5 keywords is very high. The logic behind it is based on the recognition and indexing of your listing by Amazon search engine. Enter your listing page, press CTRL+U; after entering the page source, press CTR+F and enter the search word in the box: Canonical, then click Search to know the canonical link.
Usually, new products can influence the modification of authoritative links by adjusting the content of the title, but it is basically difficult to modify the authoritative links of old products (they have been locked).
C. Social media links, created in Manage Promotions, Social Media, the system will generate social media links, generally multiple variants will be used
D. Keyword links, through product links, use certain tools to convert short links with keywords. Amazon is now very strict on manipulating reviews. If you use it for off-site search, you will easily receive a warning letter from Amazon.
E. Amazon affiliate link, a link generated by an influencer on the network. The influencer or blogger can get a 4%-10% affiliate commission returned by Amazon. Example: https://amzn.to/3cascPN
F. Amazon traffic insight link, created through the traffic insight tool, can track off-site effects and apply for traffic bonuses.
Among the above, only B and D have a direct effect on promoting the ranking of search terms.
The effect of short links is actually quite limited now, but if there are a large number of short links, it is possible that when sending to each off-site channel, each short link is processed inconsistently. The advantage of this is that it is not easy to be scanned and suppressed by the system, because if a short link has a large number of jumps, the system will detect and suppress the effect. In addition to the diversified survival of short links through tools, some wavy forms are also popular, such as amazon.com/Bluetooth- speaker/ASIN/ plus other elements (interfering with system scanning)
In addition to the role of authoritative links, various types of short links (covering keywords) are placed in precise off-site channels, which significantly increases the number of conversions. These times can also indirectly promote search term rankings.
And you will find that Google cannot directly search for too many of its off-site links (links with good effects). This is why the OP judges that the other party has no off-site traces, because it is not ruled out that they find some Internet celebrities to post in private domain traffic. Some NB Internet celebrities can let buyers of private domain traffic search for keywords and place orders (similar to the strategy of domestic e-commerce).
A DSP service manager who recently worked with Amazon Advertising officially said: Amazon's latest algorithm rules have been updated, that is, sharing product links through social media can help increase clicks and conversion rates. If a link is clicked and shared a lot, it will be regarded as a popular link, which can help improve rankings in search results.
That is, according to the latest rules, a large influx of traffic (off-site) can indirectly promote the on-site search ranking to a certain extent. This is also related to the change in Amazon's official attitude. Although there was no obvious connection between off-site and on-site search weight promotion in the past, Amazon has been encouraging sellers to introduce off-site traffic since last year, and even set up bonuses for traffic diversion plans.
Anonymous poster • 2023-04-10 10:23 If you want to place a smaller proportion of advertising like your competitors and improve the natural ranking of keywords through search and purchase, how can you stabilize it?
Should I continue to brush if the keywords decline?
I always feel that this method is not smart enough.
How can a keyword's weight be higher than that of its peers? It means that the number of orders is higher than that of its peers, right? If the number one has 10 orders a day, and I have 20 orders a day, then the weight is higher than that of my peers.
Most of the links posted by bloggers are their own affiliate links.
If fake orders are placed directly by giving buyers hyperlinks with keywords, I personally feel that the risk is higher than the buyer's search and purchase comparison.
Once his keywords go up, they will not fall down. Everyone knows the logic behind this. How should I do it in a more reliable or easy-to-implement way?
It should be like this • 2023-04-10 14:34 It is now in a stable period and advertising seems to account for a small proportion.
But you need to review the proportion of its spending during the promotion ramp-up period in November and December, which is the proportion that is of reference significance. And it was still the peak season, during Christmas, the capacity and conversion times were much higher than they are now. I also had a seasonal product before. When the capacity increased during the peak season before Christmas, the conversion times under the keywords soared, so much so that some ABA ranking 1000 words rose to the first line of the homepage, and then the inventory could not hold up and fell.
The weight of keywords depends on two indicators:
1. The number of search page conversions under a keyword per unit time.
2. Conversion rate and variance (stability) of keywords per unit time.
To put it simply, the number of search conversions must be advantageous and not volatile. This weight increase is more effective. Note that it is the number of search conversions, which is higher than the number of conversions of your ad keywords. It needs to be reflected at the top of the placement and other search positions.
Anonymous poster • 2023-04-10 14:48 My ranking was better than his in November and December last year. During Black Friday in November, the Christmas tree light strings exploded while ours did not and was even on a downward trend.
Before and after the Chinese New Year, I added a node mark, so the keyword and category rankings are better than his. Regarding advertising, I check my position every day, and also check my peers. At least I can be sure that I rarely see his search page.
But my advertising expenses have always been high, around 10%.
I think if I can reduce this 10% of ads to 2%, that would be pretty good, but there is no feasible method yet.
The value in unit time you mentioned can be one day, one week, or one month. There is no specific measurement value, right?
If you want to achieve a high weight, you need too many evaluation resources. At least one link in K units
It should be like this • 2023-04-10 17:48 You spend 10% on advertising, and you need to confirm how much is spent on search pages. If keyword ads are converted on product pages for a long time, the help to the natural weight will be very limited, which will also cause your current dependence on advertising to remain high (especially in the off-season).
The best unit of time is one month, and the number of search conversions within a month remains in a good and stable range.
It is not realistic to increase the number of conversions through evaluation, and the risk is too great.
Make sure that the number of conversions from your ads promotes the natural weight of your search (running the search page) as much as possible, so that after your early advertising spending is promoted and the natural weight is stable, you can reduce advertising spending in the later stage and increase your gross profit margin. It is not the peak season for your products now, so you cannot achieve the huge number of conversions like before Christmas, so it is difficult to increase the weight quickly.
Anonymous user
Effective exposure traffic refers to the display traffic brought by the product being seen by consumers on the search page after the keyword search is triggered .
thus, 1. "Search page", such as the product page. The advertising traffic of other non-search pages is not counted in SIF's "effective exposure". Observing that the advertising keyword ranking of this product is not very high, it means that their advertising is not particularly strong on the homepage, so the advertising traffic of product pages and other non-search pages is estimated to account for a large proportion.
2. For other SKUs, except for the 100FT model, looking at the historical advertising track, we can see that other sub-bodies have basically not advertised. 100FT is advertised, but the ranking is unstable and fluctuates greatly. It is likely that the advertising ratio of this product is indeed not high, but it should not be less than 1% .
1) According to the current SIF data, the reason why this seller's ranking is relatively stable is that most of the core keywords are ranked in the top few natural positions. In addition, the traffic of the words that account for a relatively large proportion is relatively large.
2) Judging from the ranking trend, this competitor started to rise rapidly in October 2022, and by the end of October it was ranked over 3,000 in the main category.
3) Advertising: First of all, it can be seen that this seller is running targeted advertising.
The corresponding advertising situation in 2022.10: This seller opened a new group to promote advertising. You can see the advertisement in the orange column, which has been stable since then. ( Although there are new advertising activities later, we mainly analyze what this seller did in October to cause the ranking to soar )
Advertising campaign in the orange row: Starting from October, the overall trend of the sphere has become larger, and this seller has made certain expansions in terms of keyword traffic.
I looked at several core keywords, patio lights, string lights and outdoor patio lights, none of them are advertised. The keyword string lights for outside is advertised, but the ranking is not high. ( I have consulted SIF staff before, they crawl rankings using dynamic IPs and randomly crawl, so there is a situation that sometimes different IPs cannot crawl keywords ranking in the first three pages )
At the same time, the data of the 10.16 period shows that there are fewer big words, and more low-traffic keywords. Although several words appear on the homepage, the overall traffic of the words is not large, and the continuity is biased, so it can be inferred that at this time, the seller's promotion still focuses on long-tail words, and big word ads are not strongly promoted.
4) There are only more than 200 comments, more than 40 reviews, more than 240 ratings without text, and no trace of merging international reviews. The number of reviews corresponding to this sales volume must be relatively small.
5) The keyword string lights for outside has a small advertising share and a low ranking, but its organic ranking is rising steadily. The keyword is rising steadily: first, the keyword is on the homepage; second, this keyword continues to generate a lot of orders. ( Looking at the organic ranking trend of this keyword, I think it is more likely that a lot of free review orders have been generated)
6) I don’t see any off-site trends, and she didn’t do any deals on the site. Moreover, her ranking from September to October was steadily rising, rather than a sharp increase like off-site, so the possibility of off-site is not high.
Summary: Ranking needs to return to sales. If the ranking goes up, sales will go up. From the data, the off-site and advertising promotion is not strong, so the only way to intervene in traffic is shua. In this way, keyword weight is accumulated, and sales are stabilized through the increase of keyword natural ranking (if it is through black technology - such as keywords on the homepage, it is difficult to stabilize without a continuous sales foundation)
In terms of keyword promotion, the investment in advertising is not very large. We do not do SB advertising, but only SP, and we promote keywords with precise matching. In terms of operation, we will continuously select suitable keywords through keyword testing. In the early stage, we will mainly use long-tail keywords (the bidding is expected to be not low, and the ranking is high). For big keywords, we will first promote individual core keywords, and then slowly move on to other big keywords.
Anonymous poster • 2023-04-10 10:30 If you want to place a smaller proportion of advertising like your competitors and increase the natural ranking of keywords through search and purchase, how can you stabilize it?
Should I continue to brush if the keywords decline?
I always feel that this method is not smart enough.
How can a keyword's weight be higher than that of its peers? It means that the number of orders is higher than that of its peers, right? If the number one has 10 orders a day, and I have 20 orders a day, then the weight is higher than that of my peers.
Most of the links posted by bloggers are their own affiliate links.
If fake orders are placed directly by giving buyers hyperlinks with keywords, I personally feel that the risk is higher than the buyer's search and purchase comparison.
Anonymous user • 2023-04-10 11:14 1. In the early stage of new products, our company uses software to add purchases by looking for service providers to make keywords appear on the homepage. Generally, it will last for about a week and then gradually decline. Compared with the general method of pushing keywords, it is difficult for service providers to keep their keywords on the homepage, especially when the conversion rate and weight of new products are not high in the early stage.
2. Improving keyword ranking essentially makes this word generate more orders. Keyword rate and conversion are very important. However, the absolute value of the number of orders is not meaningful. I have 100 orders for one word, and you have 10 orders for one word. The higher your order rate and conversion rate, the harder it is to surpass my keyword ranking. Based on this principle, the methodology is actually implemented.
Our company also does white hat operations. When the product is first launched, we focus on precise keyword placement on the first two pages, and then find reviewers to click on the advertisements and place orders (we will control the ratio, and no more than 5% of the orders will be reviewed, and most of them are exempt from reviews).
When a keyword accumulates a certain weight (for example, this word can naturally generate some orders without shua), increase the bidding of the keyword to grab the traffic of the homepage. We will make a reference, for example, it costs 100 yuan to swipe a free review, so we will use this 100 yuan to advertise. The goal is to get the number of orders from our keywords.
3. Black hat operations are easier to promote keywords than white hat operations. In white hat promotion, the initial input-output ratio is definitely not as good as that of black hat operations, but based on lower risks, appropriate concessions can be made in the early stages of new products. Also, using hyperlinks with keywords is very risky, so it is better to let customers search for keywords and click on ads to place orders.
Anonymous poster • 2023-04-10 13:53 Once his keywords go up, they will not fall down. Everyone knows the logic behind this. How should I do it in a more reliable or easy-to-implement way?
Anonymous user • 2023-04-10 14:07 1. Evaluation, strong brushing of this keyword (higher risk) 2. Advertising + precise focus on this keyword, the budget is set according to the order volume. CPA is 10 US dollars, the goal is 50 orders, and the advertising budget for this word can be 500-600 US dollars.
Anonymous poster • 2023-04-10 16:44 Well, this is one method, but I still want the routine of competitors.
My ranking was better than his in November and December last year. During Black Friday in November, the Christmas tree light strings exploded while ours did not and was even on a downward trend.
From before the Chinese New Year to after the Chinese New Year, I added a node mark so the keyword and category rankings were better than his. Regarding advertising, I would check my position every day, and also check out those of my peers. At least I can be sure that I rarely see him on the search page. However, my advertising expenses have always been high, around 10%.
I think if I can reduce this 10% of ads to 2%, that would be pretty good, but there is no feasible method yet.
Anonymous user
The company has a similar product line operation team, but the ranking is not as high as this one. However, it is also in the Tool, and the general promotion process is within 1K. There is really no fancy operation. If there is, it is to use a larger coupon discount to stimulate the early orders as much as possible (the largest is 50% coupon or a large coupon converted into US dollars)
The general operation process:
Ensure product quality control. Usually, most products in this category have a rating of 4.5, and there are also many with a rating of 4.8. Proper quality control is conducive to marketing and link maintenance. The return rate is basically around 5%.
For reference, refer to the content and style of the top sellers in the category, learn from and imitate, usually there are mostly scene pictures (a large amount of space is spent on searching all available scene pictures on the platform)/comparison pictures are required (similar products are basically best to have a comparison picture), the details of the product are displayed in the main body, and the space is not very large
Put multiple variants on Vine and collect comments. Strictly follow the plan to ensure daily sales, and find ways to meet the daily sales requirements. Products with good sales will also receive Vine relatively quickly in the early stage (based on my own experience)
Advertisements are mainly automatic and broad. In the early stage, only automatic and broad were used. Expenditure accounted for about 20% of sales. The main purpose was to obtain product exposure and clicks, and the position of the ad was not very important. After stabilization, the ads still retained automatic + broad, and then added phrases without precision. The bid of the ad group was not high, about 3%-5% of sales, and most of the orders were purely based on natural orders (feeling the characteristics of the category)
Marketing language, warranty service is basically 3-5 years, starting from 3 years and emphasized on the page, only replacement, no repair - to solve the customer's worries.
The above is the general process. This team pays more attention to product pictures, especially scene pictures. The link advertising method is not very profound, and almost no black technology is used. The ranking is good. The only reason I can guess is that the style and quality control are in place, and then the link foundation is gradually strengthened and gradually increased. The ability to promote new products is fast in the early stage, and the volume is also relatively fast.
Wild Passerby A- . I took a quick look.
On October 26, the price was significantly increased, and the ranking was directly pulled up to more than 2000. In the following month, the price has been increasing slightly, and the ranking has been fluctuating, which is in line with the growth logic of off-site/large discounts. So during this period, it is possible that there were large-scale promotions placed off-site or on-site in private groups/Telegram groups.
From the end of November, the price returned to 29.99 and the ranking dropped sharply. Then, BD started once a month. In mid-February, the ranking began to rise sharply. Before BD in early March, the product price increased sharply and the ranking continued to rise, which was consistent with the characteristics of off-site or large-scale promotion before the deal. In general, the ranking was improved by a large number of orders through certain operations, and the weight was stabilized by deals, and the evaluation rose steadily. Anonymous poster • 2023-04-06 17:38 Off-site keyword rankings may not necessarily be stable (even if repeated)
Wild Passerby A • 2023-04-06 17:44 You can specify the purchase method of search keywords in private domain traffic. You can see whether the click/conversion of his link in ABA is much higher than other products. The off-site I mentioned refers to the way of non-site operation. Whether it is through off-site order brushing/testing or other methods is another matter.
Anonymous poster • 2023-04-06 17:59 Well, I have checked ABA data before and the click-through rate of keywords is normal and it has not reached 99% and the conversion rate is 0%. These are all normal data.
Anonymous user The main reason is that the product quality is good. Generally, there is an AC mark, which indicates the comprehensive rating of the product. The quality score of the listing is quite good, and the return rate is generally better than other products, which means that the quality control is quite good. In addition, the inventory replenishment is relatively good, and it is an old brand with its own brand traffic and large sales volume. There is no problem with keyword embedding. Once the keyword ranking goes up, the product's natural position will go up.
Naturally, it can provide traffic and conversion of natural orders, and may squeeze out some advertising space. The natural traffic is much larger than the advertising traffic. It is estimated that the advertising has also been reduced and the budget has been controlled, but the conversion rate is still guaranteed. The average order value is relatively high. It is normal for the advertising traffic to be less than 1%. It is generally not possible to achieve this through fancy operations.
This kind of product is similar to the result of a large company strictly following various processes to adjust. There are controls on activity quotations and flash sales. Special personnel are responsible for strictly monitoring and controlling product data every day. Advertising is also adjusted by time. This is what I did in a large company. This kind of product does not have any black technology, but controls every step well. |
