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1. Question 1: Will advertising only the main variant definitely boost sales of other variants? NO When it comes to the flagship variant, two issues are critical. First, how to determine the main variant? In other words, which variant is popular among foreign consumers? From this point of view alone, dozens of variants are enough to dazzle and make it difficult to tell. Secondly, if you choose the wrong main variant and your competitor chooses the right one, then the traffic that originally belonged to you will go to your competitor. But don’t panic, Amazon advertising grouping can help you identify the main variants with a keen eye, and the operation is also very simple! Step 1: Put all ASIN variations in the same ad group and enable automatic delivery Here I would like to commend the search term report. When the automatic delivery campaigns you set for all variants have been running for a while, you can easily filter out unique search terms that match different variants: such as specific colors, model features, etc., and discover shoppers' preferences. Then, open manual ads for the variants and set the unique search terms with excellent performance in the search term report as the delivery keywords for the corresponding variants. Step 2: Split your campaign After the first step, we will find that the variant ASIN is divided into two camps, variants with excellent performance and variants with mediocre performance. At this time, we can use different ad groups to strategically reallocate the budget, put the variants with excellent performance into the same ad group and increase the budget investment; put the variants with mediocre performance into another ad group and set an appropriate budget. ▲Budget allocation settings for different performance variant ad groups Step 3: Enable manual campaigns for your best performing variants In order to give excellent variants more display opportunities and have the opportunity to get better ad positions, at this time, it is necessary to continuously screen out high-performing keywords based on the automatic advertising report and add them to manual advertising to further optimize the advertising. 2. Question 2: Can we avoid competition from other variants by only advertising the main variant? Once again, campaigns under the same account will not compete with each other. Instead, different variations in the same ad group can share the same set of keywords and bids, and more relevant products will be displayed in shoppers' search results, such as sellers searching for a specific color or model. The above operation process can come in handy again. According to the search term report, identify the keywords that match the customer's search habits, and start manual advertising campaigns for the variants with good conversions to increase exposure opportunities. At the same time, you should also pay attention to the "purchased products" report. Find other sub-ASINs in the report that shoppers purchased by clicking on the ads of one variant, create manual advertising campaigns for these ASINs separately, and increase the bid to increase the range of ad display. 3. Question 3: Advertising campaigns are enabled for all variants, but some have low traffic. Should they be closed? Although the variants at this time perform poorly, they are still opportunities for sales conversion after optimization. Try to consider from the following perspectives: The bid is too low? The search terms are not precise enough? The product details page is not attractive enough? Step 1: Create a separate Auto campaign for your variation Automatic advertising can help you capture traffic automatically, but when your bid is not competitive, the impressions you get will be very limited. Therefore, you can create separate automatic advertising campaigns for these poorly performing ASINs, increase keyword bids appropriately, and observe for two to three weeks to monitor whether the traffic increases. If the traffic increases, it means you have found the cause; if there is still no significant change, you need to proceed to the next step. Step 2: Create a manual ad group If traffic is still low after increasing the bid, you need to filter keywords that represent the unique characteristics of these variations from the search term report, create manual ad groups, and further monitor traffic changes. Step 3: Optimize the product details page If the above two problems are eliminated, it may be that the product details page is not attractive enough and needs further optimization. 4. Question 4: All variants have started advertising campaigns, and some traffic is particularly high. How to make use of it? Of course, make full use of it!!! Dear sellers, you can try this: Step 1: Enable Bid+ for high-performing keywords Based on the search term and keyword reports, enable the bidding+ function for high-performing keywords to obtain better ad positions and thus achieve higher sales conversion rates. Step 2: Use precise matching to get more conversion opportunities Monitor the exposure of Top of Search through the position report, and use precise matching to improve the performance of keywords. At this time, other variant ASINs under the product details page can also get more conversion opportunities. Step 3: Combine brand promotion and brand flagship stores to boost in-store sales Enable brand promotion (original headline search) for high-traffic ASINs to gain prominent placement on the search results page. Shoppers will click on the ad to enter your product collection page and brand flagship store. If you play 6 variants, you don't have to worry about sales. There are more ways to play in-site advertising, such as how to spend the least money and maximize profits, how to declare Amazon activities, how to calculate costs, how to optimize listings, etc.
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