Which is better, the money-saving advertising method or the money-burning advertising method? How to choose?

Today, we will briefly analyze the difference between the money-saving and money-burning advertising strategies, as well as how to use them reasonably.

01. Money-saving gameplay

The core element of the money-saving strategy is to make the most of every penny you spend , strictly control CPC (bidding) and exposure, in order to achieve the highest CTR (click-through rate) and CVR (conversion rate), and achieve the goal of maximizing profits.

The key points of saving money:

Use the lowest bidding budget to maximize the click-through rate and advertising order conversion rate. If you can generate 100 impressions with $ 0.2 , you will definitely not spend $ 0.25 . If you can generate a 30% advertising order conversion rate with $ 0.6 , you will definitely not spend $ 0.8 .

Specific strategies for advertising new products and saving money:

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Try to adopt the strategy of surrounding the cities from the countryside to control exposure to achieve super high click-through rate and advertising order conversion rate, achieve the highest click-through rate and conversion rate at the lowest cost, improve the natural ranking of some long-tail keywords, and then use the natural ranking increase of small words to drive the increase of large and medium keywords.

Use the advertising order conversion rate that can maximize profits to work out the most appropriate click-through rate and the approximate bidding price , adjust the optimal advertising order conversion rate for each keyword as much as possible, and strictly control the cpc .

Listings suitable for using money-saving tactics :

① The listing itself has no advantages, for example: insufficient reviews;

② The original listing budget is not sufficient;

③ There are many long-tail words in the listing;

④ The traffic distribution of long-tail keywords in listings is relatively even;

⑤ There is no brand monopoly in the category where the listing is located;

02. Money-burning gameplay

The core element of this gameplay is to occupy every traffic entrance and advertising time period that you can occupy as much as possible, so that your listing can achieve a phased sales surge within a certain period of time, thereby stimulating the natural ranking of the listing and achieving the ultimate goal of stabilizing sales.

The key points of the money-burning strategy:

Don’t worry about ACOs and CPC . Try to occupy various traffic entrances of Amazon with multiple advertising campaigns within a certain sprint period , so that the advertising can surge within a certain period of time.

For example: Prime Day is coming, or it is a seasonal product that needs to be quickly popularized within 1-2 months or 1-2 weeks. You can use this method to allow your advertising campaign to firmly occupy the TOP position traffic entrance of each different keyword within this period of time.

Specific strategies for spending money on advertising:

If the money-saving method is to slowly run out the keyword weight, the money-burning method can be said to be to run out the most data within a certain period of time, and then use the data to optimize.

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Of course, the money-burning strategy does not mean just throwing the money to Amazon and launching a few advertising campaigns and then ignoring it.

Instead, you should spend money where it is needed most. Keywords that should be denied should still be denied, and bids that should be adjusted should still be adjusted. However, you should pay more attention to the short-term explosiveness of advertising in terms of advertising focus and gameplay, and then use the explosive data to optimize the advertising data of the listing .

However, the money-burning method has a fatal weakness, which is that you must be willing to spend. If you are thinking about saving money on the one hand and having a short-term burst on the other, it will only backfire. In addition, the listing of the money-burning method must have certain link advantages, otherwise it will only lower the conversion rate of the listing in vain.

Listings suitable for using the money-burning strategy :

① When the listing itself has obvious advantages, for example: a large number of reviews and a low price;

②The account is relatively stable and the available budget is relatively sufficient;

③The keywords of the category in which the listing is located are relatively simple;

④The sales volume of long-tail keywords in the category where the listing is located accounts for a very low proportion;

⑤The category where the listing is located is quite competitive and has a tendency to monopolize;

⑥ The listing has a certain seasonality or timeliness;

There are endless ways to play in each part of Amazon. Here I share with you two ways of playing advertising. In fact, it can only be said that I have given a general idea. Everyone has their own understanding of some of the operational details. I hope that you can use your own understanding to carry forward what we have shared, and use one piece of knowledge into 1.5 or even 2-3 parts.

Today's Amazon is no longer the Amazon that could operate in a wanton and extensive manner. Only by learning to continuously learn and improve, and doing everything possible to reduce the cost of acquiring traffic and maximize the efficiency of traffic utilization, can we be invincible on the Amazon platform. See you later.