As we all know, keywords play a key role in Amazon advertising . Amazon's search engine determines the ranking of products in search results based on the matching degree of keywords. Therefore, sellers need to choose keywords with high relevance and large search volume to increase product exposure and click-through rate in search results, thereby increasing conversion rate and order volume.

However, in the process of selecting keywords, it is inevitable to encounter some problems. For example: keyword traffic has reached a bottleneck and it is difficult to make new breakthroughs; product conversion rate is good, but due to limited category traffic, product sales are difficult to increase; or it belongs to a special category and the keyword delivery effect is not good.

If sellers encounter these problems, they can try to change their thinking and adopt other methods to achieve good results, such as product placement.

So what kind of scenarios are suitable for product placement? In simple terms, it can be summarized into three points:

▪ Keywords are hard to find. Some niche categories or customers have few search terms, making it difficult to obtain a large amount of keyword traffic;

▪ The keyword bidding is high. In some fiercely competitive red ocean categories, the CPC of the core keywords of new product launches is too high. You can try to use commodity launches;

▪ Products with strong contrast or related purchase attributes and strong upstream and downstream complementary relationships are also suitable for product placement.

Use product placement refinement function to accurately locate target groups

Amazon Advertising thoughtfully provides several dimensions that can be refined. For example, sellers can refine their delivery targets based on specific brands, price ranges, star ratings, delivery methods (whether Prime delivery is eligible), and other conditions. Sellers who need to join the seller communication group, please contact customer service V: FLA66668888 By using these refined options, we can adjust our delivery methods based on product characteristics and consumer demand, reducing invalid traffic and invalid clicks.

Generally speaking, there are a wide variety of categories and ASINs that can be targeted for product placement. If you don’t find the one that best suits your product, you may easily face the embarrassing situation of “spending money but the advertising effect is not so ideal”.

1. The same product, that is, the benchmark competitor - the same ASIN corresponding category and the same product. We can display our products through targeted hot-selling categories or hot-selling ASINs to help us win potential purchasing groups from competitors. Sellers who need to arrange off-site promotion of celebrity videos, please contact customer service V: FLA66668888

2. Products that have the same application scenarios as your own products, that is, products that have different product forms but achieve the same functions - categories corresponding to the same application scenarios and products with the same application scenarios.

3. Complementary products, that is, we can achieve cross-selling and up-selling, and consumers are likely to buy products together - there are complementary application scenario categories and complementary products. By targeting related products, we can "keep the benefits within the family", increase traffic and promote sales.

Reasonably arrange the advertising structure and quickly obtain refined traffic

In fact, advertising is a process that requires continuous experimentation, continuous summarization, and continuous optimization. We need to monitor the delivery data, adjust and optimize the delivery strategy in a timely manner , and gradually form the best delivery method that suits us. At the same time, we need to conduct more detailed market research to ensure that advertising resources are effectively utilized.

Product placement plays a huge role in helping sellers gain more traffic and conversions, especially at special time points, such as the upcoming mid-year peak season. Product placement may bring unexpected gains, so sellers should use it quickly!