1. How to advertise new products

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

reason

① The new product crawling data 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 first is to clearly tell Amazon that this product is of this type, not unrelated products other than this type. For example, if you sell swimming rings, Amazon will only recommend swimming rings, not gardening and automobile junk traffic. Therefore, turning on automatic 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 Later stage: only reduce after the order is stable

(Searching for multiple keywords on the homepage is considered late)

3. Variation ads

① Put all the sub-bodies into one group

②By color/size

③Only select 30% of the SKUs with the best sales to advertise

4. How to calculate whether this keyword is profitable? (Download the advertising data of this keyword for half a month)

All order payments (payment report) - purchase cost - shipping cost - advertising fee > 0, which means making money

5. Pick up leaked ads

Always use manual and automatic defaults; when others run out of budget, you can take their place with your own products.

2. Recovery methods for unsaleable products

1. Modify the listing time in the backend directly (it may not be displayed in the frontend but will increase the traffic of new products by 5%)

2.① Delete the unsold products first, and record the SKU and UPC. ② After 24 hours, upload and restore with the same UPC and sku.

3. Increase the support period for variants to reacquire new products

4. Abandon the goods, abandon one a day, Amazon warehouse follow-up sales increase weight, to activate product weight

5.Selling in multiple stores

Note: Wishlist and add to cart are only available in the first month of the new product period

3. Question answering time

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

Answer: Natural orders are mainly long-tail words. You can increase the conversion rate of long-tail words in 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 high, the product page is more likely to spend the budget, the system will allocate it to the product page, the budget will be spent faster, and there will be no budget for the search page. So lower the bid, and then add a percentage to the search page, 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: Reason: Low match with ASIN, low word weight; Method: Use long-tail words extensively

4. Question: Some words will never take the first place on the homepage no matter how much you increase the price. Why?

Answer: It is possible that the competitor has launched a bidding price barrier advertisement (that is, by continuously increasing the weight relationship of ASIN keywords, the weight on a certain ad position is high enough, resulting in other ASINs having to bid 3.5 times higher prices to grab the ad position)

method:

① Set up three advertising campaigns (remember to prepare phrases and accurate first-order, second-order, and third-order words in advance)

②Advertising campaign 1: Broad match, place core keywords, and make the core words of broad match appear on pages 3-5 through bidding.

③ Advertising campaign 2: phrase matching, placing 20-50 first-order long-tail words (first-order: adding one more word to the core keyword), so that the keyword ranks on the 2nd-3rd page

④ Advertising campaign three: precise matching, placing about 200 second-order and third-order words (second-order: core words plus two more words; third-order: core words plus three more words), so that the ad ranking appears on the first page (these words must have ad slots in precise matching, which needs to be tested)

Setup steps:

1). When setting broad match, other matching modes should be temporarily stopped. After setting broad match, stop broad match and start setting phrase match, and so on, to ensure that each advertising campaign is set to a separate display effect;

2). Finally, start three campaigns at the same time

3). Cannot negate any word

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

Answer: 1. Lower the bid price 2. Submit the test (keywords), the test is the advertising keywords (click the front-end advertising link to enter the 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)

② After downloading the advertising report, select these words with high conversion rates and bid on them to fill in the background advertising

7. Question: What to do when product flow is fine but orders are decreasing?

Solution: Reduce traffic import/promotion investment and reduce bounce rate

8. Question: What should I do if I want to sell new products off-site but don’t want to sell all my inventory off-site?

Solution: You can directly create a multi-channel order to hold part of the inventory, and then cancel it after the promotion is over (the hold order can only last for two weeks and must be cancelled within two weeks, otherwise Amazon will send it to the address you wrote)

9. Question: How to choose among the three bidding methods?

answer:

1. The product is new and its advantages are not very obvious. Choose fixed bidding or dynamic bidding to reduce

2. If the product is in the rising stage, the rating page is very advantageous. You can choose to increase or decrease the dynamic bidding. If you are not sure about the word, it is not recommended to use this bidding. Because this bidding will double your bid. If your bid is $0.8, the actual cost of this bidding may be $1.5 and there may not be an order.

3. If the product is in the decline period or is ready to be cleared, choose dynamic bidding to only reduce it. Only run ads with a certain budget every day to run long-tail keywords, and then run them until they are finished.

4. Percentage bidding. If the performance is good, you can increase the percentage bidding by 20%-30% to increase the advertising on the homepage.

10. Question: What should I do if the click-through rate is too high and there is no conversion?

①. There is a problem with the matching of advertising words. Some words have already used up their budgets before they have been exposed. You need to negate the non-converting big words and let the long-tail words run.

②. First search for the position of your key words, and then lower your bid to the appropriate position according to the situation.

11. Question: How to enable automatic advertising during the new product period?

answer:

①. First, turn off the associated products

②. It is best to open 2 automatic ones, one automatic one with close matching, and one ad with broad matching. Broad matching is used to run new words.

③. Negative product targeting: negatively target the products of the best sellers that have obvious advantages over your own products

④ When you are in the middle and late stages and your evaluation and other advantages are more obvious than others, you can reopen a manual targeted ASIN advertising campaign.

Source: The Rabbit Who Loves to Eat Pears