White hat operation to promote new products and strategies to deal with red ocean categories

1. Preliminary actions for qualified operation and promotion of new products

1. Market research and competitive product analysis

• Understand product attributes and traffic entrances, determine whether it is a standard product or a non-standard product, and analyze the traffic distribution of core keywords.

• Find competitors, analyze the layout of their keywords and traffic words in the listing, clarify the market positioning of your own products and the corresponding positioning capital, and develop an executable sales plan.

2. Product front-end construction

• Improve the listing page, including the title, five-point description, QA, and the rationality of keyword embedding, ensure that the main image and A+ are competitive in the market, and complete the customer feedback section (rating, review, feedback, etc.).

3. Product backend maintenance

• Build a cost-effective advertising framework, arrange inventory storage time reasonably, ensure supply chain stocking coordination, and prepare multiple available off-site channels.

2. Promotion focus at different stages

1. Focus on conversion in the early stage

• In the early stage of new product launch, advertising layout focuses more on conversion and precision traffic. For example, you can start with manual precision advertising and control the number of keywords. For example, if the budget of small and medium-sized sellers is less than 50, prepare 10-30 mid-level keywords, and iterate 3-5 keywords each time for testing, focusing on precise matching.

• To accumulate reviews, you can register for vine, review, seed connection, etc. At the same time, send a post and set up after-sales and review invitation emails.

2. Medium-term release of traffic

• When the conversion and weight of the core keywords and precise traffic words in the first phase are stabilized, the traffic entrance is opened to obtain more orders and sales. The scope of advertising can be expanded, such as expanding to broad matching, phrase matching, etc., and related traffic advertising (such as ASIN advertising, category advertising) and display advertising (such as SD, SB) can also be considered. The advertising structure and focus can be adjusted according to different stages and product characteristics.

3. Later stage stabilization and expansion

• Stabilize the order volume through various marketing means, such as using SB marketing traffic, SD display traffic and other drainage means to enrich and expand the traffic structure. Continue to optimize advertising, calculate profits, analyze returns, improve after-sales emails, etc.

1. Reliability of off-site promotion

2. The role and timing of off-site promotion

1. Function

1. It will appear in the Videos area below the Listing, including your own and competitor pages, bringing its own traffic, which can increase conversion rates or snatch traffic from competitors.

2. It provides more display and information for products, increases product credibility, can be used for product comparison and evaluation, helps optimize listing content, enhances brand image and recognition, and can also be used for social media promotion to bring traffic and order conversion to stores.

(II) Application suggestions

1. Advertising budget and number of groups

1. Budget below 50

• Suitable for low to medium priced products. Prepare 10 - 30 mid-level words, iterate 3 - 5 words each time for testing (P + E method), with a cycle of three days.

• The advertising layout can be set as Ad 1 for 3 - 5 exact keyword matches, Ad 2 for 5 - 10 ASINs or other concentrated type ads, and the budget ratio keyword: ASIN = 7:3.

2. Budget 50 and above

• Suitable for various products, prepare 30 - 50 words, 5 - 10 words per iteration (P + E method), and a cycle of three days.

• The advertising layout can be set as Ad 1 for 5 - 10 keyword exact matches, Ad 2 for 1 - 2 keyword SKAGs, Ad 3 for 10 - 15 ASINs, and the budget ratio keyword: ASIN = 7:3.

2. Advertisement type selection

1. Early stage

• In the early stage of new products, you can start with manual precision advertising, such as starting with long-tail keywords (especially for small and medium-sized sellers) to avoid resisting big keywords at the beginning, and the competition cost is lower. Combine automatic advertising with keyword running and keyword expansion, but pay attention to controlling bids.

2. Advertising focus at different stages

• The focus of advertising varies with the development stage of the product. For example, in the early stage, we focus on accurate traffic, in the middle stage, we can expand to broad and phrase matching, and in the later stage, we can add related traffic ads and display ads according to product characteristics and market conditions. At the same time, we should reasonably set bidding strategies, ad positions, matching types, etc. according to the functions of different ad types and product needs.