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Normal, once there is data abnormality, such as sales are falling, conversion rate is abnormal, flow is 0, etc., we need to deal with it in time. Regarding data analysis, we will mainly analyze store traffic data, sales data and advertising data. Through these data, we can observe whether today's sales have increased or decreased. If there is a problem, we can accurately know which link has the problem and make reasonable adjustments. The update of Amazon platform rules has had a profound impact on the promotion strategy of new products. According to the latest regulations, it will not be possible to create coupons for new products within a period of time after they are put on the shelves. This change directly restricts sellers from using the promotional model of high unit prices combined with high-discount coupons, which was once an effective means to quickly attract consumers' attention and increase sales. We need to clarify the role of coupon activities in Amazon promotion. Coupons can usually bring certain price discounts to products, attracting more consumers to pay attention and purchase. However, when new products cannot participate, we need to find other ways to attract consumers. Problems that new products must solve: 1. Lack of reviews: When a new product is first launched, it is difficult to gain the trust of consumers because there are no accumulated user reviews. Reviews not only affect the visibility of the product, but are also an important factor in potential buyers' purchase decisions. 2. No price advantage: New products often find it difficult to compete on price with similar products with established brands in the market, especially when there is not enough cost advantage. 3. No traffic advantage: After new products are launched, it is difficult to attract sufficient traffic and exposure due to lack of popularity and search ranking. Below we will formulate corresponding new product promotion strategies based on these issues. 1. Preparation before launching new products 1. Product selection stage This stage is very important, and can even account for more than 50% of the importance of new product promotion. In other words, if your method and approach in the product selection stage is wrong, and the product category you choose is in a red ocean, then the subsequent promotion will make you feel very laborious. Before promoting a product, we must conduct a complete data analysis on the category to determine the product's price range, selling points and main keywords. In particular, it is recommended that you give priority to small keywords that can grab traffic, and not necessarily big keywords. 2. Create high-quality listings A well-optimized listing can not only attract the attention of potential buyers, but also stand out in the fierce market competition. High-quality product images are the cornerstone of listings. Accurate keywords are also the key to improving the quality of listings. By deeply understanding the target market and the search habits of potential buyers, find keywords related to your products that can attract potential buyers, and reasonably distribute them in the title, description, and background keywords, so as to improve the search ranking and exposure of the product. In the early stage of new products, the number and quality of comments on our links will definitely not be as good as those on old links. Therefore, we must have our own characteristics in the selling points of the products, and highlight these special selling points, highlight them in the five points of the title and in the pictures, and use product differentiation and personalization to enhance the attractiveness. Before advertising promotion, we must plan comments in advance, because if a new product has no comments to support it and a large number of advertising links are opened, the data will most likely be very poor. As for how many comments are needed in the early stage to stabilize the click-through rate and conversion rate of the link? We can observe the number of products that competitors have in the same category and price range in the early stages of new products to determine the number of reviews we need to have in the early stages. If our product is easy to use and of good quality, we recommend everyone to join the Vine program. Second, how to run an advertisement for a new product on Amazon? Step 1: Turn on automatic advertising In the initial stage of promotion, turning on automatic advertising can increase the number of keywords for new products, achieve the purpose of expanding keywords, and prepare for the selection of keywords for turning on manual advertising in the next stage. You need to check the effectiveness of your ads based on their exposure and clicks to determine whether you need to optimize your listing. At the same time, you need to lower your CPC, increase exposure, and adjust your bidding combination. After that, you can decide whether to run manual advertising based on whether the automatic advertising generates reviews, or you can decide after two weeks based on your own situation. Step 2: Enable manual advertising For manual advertising, we need to cooperate with the search term report of the previous automatic advertising to select keywords for manual advertising. Manual advertising at this stage mainly uses broad matching to achieve the purpose of collecting long-tail words, which allows us to have more new keywords to place. Third, be sure to keep adjusting each advertising campaign 1. Ensure accurate traffic For each advertising campaign, check the keywords that appear in the search term report every day to see if they are accurate. If you are unsure, search for the keywords in the foreground. Most of the products searched out are irrelevant and inaccurate. 2. Adjust the ad click position Observe the order placement every day, and use CPC, percentage, and bidding strategies to bring clicks to a position that is high in conversion, high in clicks, and low in ACOS, which is helpful for organic orders. 3. Adjust the advertising time Further optimize listings through data reports. After a period of product sales, sellers can download backend product data reports and advertising reports, conduct data analysis, and combine them with stage goals to see which aspects are not good enough and optimize them in a targeted manner. 4. Increase advertising budget and accurately target the target group As time goes by, your new product will gradually accumulate some natural reviews. Next, adjust your advertising strategy and increase your investment. You can consider increasing your advertising budget and expanding your advertising coverage so that more potential buyers can see your products. At the same time, based on the keyword data collected previously, optimize keyword selection to ensure that your ads can be accurately displayed to the target group. While increasing advertising efforts, it is also crucial to accurately target the target group. You can use Amazon's advertising tools, such as ad targeting, to combine information such as buyers' search history and purchase behavior to accurately deliver ads to the buyer group that is most likely to be interested. In addition, you can also develop targeted advertising ideas and copy based on product features and the characteristics of the target market to increase advertising click-through rates and conversion rates. 5. Off-site promotion - using social media and KOL With the limited coupon strategy on Amazon, it is undoubtedly a wise choice to shift the focus of promotion to off-site platforms. Through off-site promotion, we can effectively attract more traffic, increase product exposure, and thus improve conversion rate. We can make full use of social media platforms such as Facebook, Instagram and YouTube for promotion. These platforms have a large user base and high interactivity, which is very suitable for posting product-related pictures, videos and stories. We can create beautiful product pictures or videos to show the features and advantages of the product and attract the attention of potential buyers. At the same time, by cooperating with influencers or KOLs on social media, send out a few products and let them make unboxing videos or share their experiences. In addition to social media platforms, we can also consider advertising on websites such as Google Ads and Katdeals. These advertising platforms can accurately target the target audience and display product ads to consumers who are most likely to be interested. By formulating appropriate advertising strategies and budgets, we can effectively increase product exposure and click-through rates. 6. Participate in Amazon activities appropriately We should pay attention to various marketing activities on the Amazon platform, such as Deal of the Day, Lightning Deals, etc. These activities usually have high exposure and conversion rates, and can quickly increase product sales and rankings. We should understand the participation conditions and rules of the activities in advance, ensure that the products meet the requirements of the activities, and make preparations in advance, such as inventory replenishment, price strategy formulation, etc. In addition, we should also pay attention to specific holidays or shopping seasons and launch limited-time offers or promotions. These periods are often when consumers are more willing to shop. Through reasonable pricing strategies and promotions, we can attract more potential buyers and increase product conversion rates and sales.
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