Amazon new product advertising strategy and common problems summary

1. Basics

Amazon's top ten traffic entrances; the traffic logo that the link must have must be displayed three

1. Amazon Choice

2. coupon

3. Prime exclusive discounts (will be displayed together with flash sales)

4. Buy one get one free discount

5. New product recommendations

6. best seller

7. Flash Sales

8.30-day price reduction discount

9. Corporate buyer discounts (there is a special website recommended only for corporate buyers)

10. Purchase discounts

2. New product advertising strategy

1. Turn on the manual mode first, then turn on the automatic mode after half a month

reason:

① The data captured for new products is incomplete, which wastes money and affects the conversion rate, and automatically attracts a lot of junk traffic.

② The purpose of turning on manual selection first is to clearly tell Amazon that this product belongs to this category, and not unrelated products outside this category. For example, if you are selling swimming rings, Amazon will only recommend products related to swimming rings, and not gardening and automobile-related junk traffic. Therefore, turning on automatic selection later will narrow the scope and be more accurate.

2. With the same budget, fixed bidding has the highest exposure

① Early stage (1-2 months): fixed bidding (traffic diversion)

②Mid-term: increase and decrease

③ Late stage: only decreases after the orders are stable (searching multiple keywords on the homepage is considered late stage)

3. Frequently Asked Questions

1. Question: Orders are coming from natural traffic, but not from advertising?

2. Question: No matter how you adjust the bidding budget percentage, the exposure of the product page will be higher than the exposure at the top of the search?

Answer: Lower the bid (because the bid is higher, it is easier for the product page to spend the budget, and the system will allocate it to the product page, so the budget is spent faster and there is no budget left for the search page. So lower the bid, and then add a percentage to the search page, and the budget allocation will be more inclined to the search page).

3. Question: 1 exposure, 1 click, and 0 orders. Should I keep it?

Answer: The reason for this is that the match with ASIN is low and the word weight is low. Method: Use long-tail words extensively.

5. Question: What should I do if ACOS is too high but there are many orders?

Answer: ① Lower the bid

②Submit for testing (keywords) The keywords sent for testing are advertising keywords (click on the front-end advertising link to place an order).

6. Question: Why do widely used words with high conversion rates perform poorly when placed in the precise group?

Answer: ① The recommended bid is incorrect (you cannot directly use the Amazon system bidding recommendation)

②After downloading the advertising report, filter out the words with high conversion rates and fill them into the backend advertising.