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Source: Hugo.com Author: Lei Dian
This is a story of a hen and the egg. There was a restaurant with a good business and many customers. The owner was getting old and wanted to retire, so he hired three managers. Let me tell you what real sales is. The boss asked the first manager: "Which came first, the hen or the egg?" The first manager thought about it, touched his head, and answered: "The hen came first." The boss turned his gaze to the second manager and asked, "Which came first, the hen or the egg?" The second manager puffed out his chest and answered, "The egg came first." The boss looked at the third manager silently and asked: "Which came first, the hen or the egg?" The third manager took a sip of water and answered honestly... (The easter egg of the story is at the end, please read this article) The boss smiled and promoted the third manager to general manager on the spot. If you were the third manager, how would you answer? I leave this question for you to think about, but here are 7 Easter eggs in Amazon's daily operations. 01 About 3 daily operation Easter eggs of advertising Compare the data of the main keywords of the products. For example, compare the value of the word "Double sided tape" found by SellerSprite with the value of the search result to measure the market competition. The larger the ratio, the better. Ranking software, enter the word in Amazon, pick up all the ASINs that appear in BSR, and then match them with the ASIN you want to observe. Observe your competitors' ASINs, put the 20 you want to make into relevant software, pick up all the BSR category points of these 20 words, and then match them with your competitors' ASINs to monitor the rankings; the core points are the product's Review, color, size, and review time VP, follow up on the data to prepare inventory, as well as the seasonal sales popularity. Time: The timing of ad display is very important. Try to display it when customers have the highest purchasing desire. When you open a PPC ad, the higher the conversion rate of a word, the faster the ranking will be. When you want to rank a word on the front page as quickly as possible, you can work with people who make fake orders to click on the keywords of the ad to increase the conversion rate of the word and quickly rank the keyword on the front page. For new and old advertisements, you have to remember: every advertisement has a weight. Don’t close an old advertisement at will. You only need to add new words to the ad group and negate the old words in the old advertisement. 51% of the ads with new words will be effective. 3. Advertising strategy and placement Amazon’s advertising methods are generally divided into two types: Method 1: Use advertising to naturally rank keywords; Method 2: Use the conversion rate of keywords to advertise. Generally, use second-level and third-level keywords. The core function of these keywords is high conversion rate. Use these keywords to advertise and make money. The two core processes of method 2 for advertising are: the first is to optimize the advertising report once a week to negate the words that perform poorly; the second is to adjust the advertising budget at any time, and increase the budget of the advertising group at any time if the conversion rate is high. Regarding the position of PPC ads. Amazon platform is conversion-oriented, and the same is true for ads. The higher the conversion rate of ads, the higher the weight of ads will be, and the higher the ranking of ads will be. So, in a word: improve the conversion rate of ads, and your display position will be good. 02Listing weight 2 daily operation easter eggs 1. Listing weight & high traffic Amazon Listing weight is divided into two parts: one is the keyword weight, and the other is the overall listing weight. The weight of a single keyword determines the ranking of this keyword. After the search for this word or the search traffic, the ranking of a single keyword will increase by about 200%. What is the overall weight of the entire listing? When a listing is purchased in large quantities, the quantity is generally around 500, and the number of products in the red ocean is over a thousand. This purchase does not necessarily need to be made through search, it is OK to sell directly using the promotion link. The overall weight of this listing will increase, so what effect will this have on the subsequent orders of the product? Remember: as long as the listing contains words that are indexed by Amazon, any combination can be ranked on the homepage. This product will have a natural weighting whether it is advertising, deals recommendation, flash sales promotion, etc. This is Amazon jargon. Generally, if there are about 20+ orders per day, similar Amazon traffic entrances and push notifications will be given priority. The overall indexing inclusion weighting is achieved. High traffic: Use your own high-traffic listings to drive new product traffic. Attach the link of the new product that needs traffic to the review and give it a good review. Click the like button to move this review to the listing homepage to increase the exposure of the new product. 2. Crack down on follow-selling and delete feedback Hijacking is like psoriasis on the heart, especially during big sales holidays. Remember one trick: if the other party is an FBM follower, use the buyer's account to make a test order, then all A-to-Z, and you can get your money back while complaining about his account. If the other party is an FBA follower, complain about quality issues or selling fakes, submit evidence, and Amazon will conduct a thorough investigation. To delete feedback, use the Amazon system, directly pull down the triangle that meets the feedback requirements (insulting words and logistics issues), click delete, and the Amazon system will automatically delete it. 03Listing feedback 2 daily operation easter eggs Review weight: Buyer shows, reviews with pictures and videos are of high quality. Try to display reviews with detailed descriptions and pictures and videos on the homepage. Such reviews have a high weight, which has an impact on the overall listing, is easy to be liked, and improves transaction conversion. If the review weight on the homepage is higher, then even if a bad review comes, it will not be placed on the top of the homepage. So how can you quickly get a high-authority review? It’s simple. Find a suitable foreigner through Facebook, add a reasonable commission, and you can get it. 2. Follow the sales on the VP Review First, add VP Review and prepare to promote the product. Start by following VP Review (50-100) with a small account. When the product arrives at the FBA warehouse, the listing already has 20+ VP Reviews. When the product is sent to FBA, Amazon will provide traffic to the new product period, and cooperate with brushing orders, and put the advertisement on the homepage to generate order traffic. It is normal for Amazon to suspend accounts because Amazon maintains platform rules; it is abnormal for Amazon to suspend accounts because sellers rely on accounts to make a living. But isn’t this the core? The most important thing is that you have to grasp the above 7 daily operation Easter eggs of Amazon to make continuous profits. I almost forgot: The third manager’s answer was: “If the customer orders the hen first, the hen will be served first; if the customer orders the eggs first, the eggs will be served first.” |
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