Is it necessary to advertise on Amazon’s new product listings?

Is it necessary to advertise on Amazon’s new product listings?


Why is there such a problem? This is due to the teaching of a colleague when I first entered the industry. At that time, the principle taught was: the link competitiveness of new products is very poor, so there is no need to waste advertising fees.

I don’t know if anyone still does this now, but I’m bringing this up to overturn this understanding. I think it’s necessary to run ads on blank links during the new product period, and both the automatic and precision groups should be enabled at the same time.

Newcomers often fall into a misunderstanding that the purpose of advertising is to generate sales, and if there is no sales, it is not a good advertisement. However, they ignore the most basic function of advertising, which is to promote the inclusion of keywords.

A new link is a stranger to Amazon. You need to keep telling it your information so that it can better understand you and introduce you to more people.

How do you tell Amazon your information? That is to get a lot of exposure and clicks. This is one of the functions of early advertising. Advertising can greatly speed up the speed of keyword inclusion and reduce the time for subsequent promotion of keyword ranking. (There is no such thing as promotion of ranking after inclusion)

Do you need to include all the words? In theory, yes, but you also need to consider the cost and sales curve. It is not a wise choice to run a large number of ads on a blank link. In addition to wasting money, it will also make the overall sales data extremely ugly, which is a disguised way of telling Amazon that I am not good enough.

So we only run the words with the highest relevance. Automatic advertising runs based on link embedding. As long as you embed the words in place in the early stage, the words it runs will have the highest relevance. High relevance can also speed up the inclusion of keywords.

Why do we need to open a precision group? This is also to reduce the promotion cycle. The precision group only opens core traffic words, which speeds up the collection of traffic words and reduces the time for subsequent keyword ranking.

In addition, blank link ads have two additional functions: 1. Review the listing, 2. Judge the popularity of the product.

As mentioned above, automatic advertising runs keywords based on links. That is to say, if the keywords are not embedded properly, it can also run corresponding keywords. For example, your product is notebook, but it runs out of the keyword laptop, which is completely unrelated. It must be that a keyword in the listing was misjudged. Modifications need to be made.

In addition, if you run a lot of journal notebooks, your product itself has this function, but the listing does not display it, you can also optimize it to make the listing more in line with consumers' purchasing needs.

The popularity of the second point is judged by the click-through rate. If a blank link has a higher-than-average click-through rate, it can also prove the potential of the product and give confidence to the operation. The best judgment is whether the store has similar products.

In summary, it is necessary to advertise blank listings during the new product period.

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