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In the era of stock competition, as one of the important traffic entrances within the site, keywords have become a "must-fight place" for Amazon sellers.
However, sellers who are well versed in operations know that keywords are divided into many types, including market core keywords, precise keywords, competitor traffic keywords, and long-tail keywords. Therefore, it takes a lot of time and energy to maximize the use of keyword traffic .
Recently, perhaps aware of the pain points of sellers, Amazon launched a new feature regarding keywords.
It is learned that recently, Amazon announced the launch of a new feature called "Keyword Groups (Beta)" .
It is reported that starting from September 2024, through this function, Amazon sellers can use one click to launch and promote keywords that are highly relevant to ASIN categories or brands, as well as keywords with gift attributes , thereby improving the efficiency and effectiveness of product promotion.
Public information shows that the key features of this new function are as follows: Provides multiple keyword phrases to choose from: including keywords related to the brand, keywords related to the product category, and keywords related to the promoted ASIN that consumers use when searching for gifts. The system automatically optimizes keywords: based on ASIN characteristics, trend changes, etc., it dynamically adjusts specific keywords in the phrase. Simplified matching method and bidding settings: No need to select keyword matching method, and only one bid is required for each phrase. Real-time monitoring of results: Sellers can use the [Search Term Report] to measure the performance of keywords for further optimization.
Currently, this feature is only available on the US site and is still in the testing phase.
In the usage recommendations given, Amazon stated that mature sellers can use this function as a new channel for keyword expansion , while novice sellers or sellers with limited operational energy can use it as the main function for keyword delivery to maximize operational efficiency.
At the same time, according to feedback from some sellers, the overall ROAS of this function is better than that of broad match and phrase match advertising campaigns, and the exposure of keyword phrase advertising campaigns obtained in the same period of time is higher, which is helpful for obtaining traffic.
But as the saying goes, everything has two sides. Based on the feedback from the industry, this function also has "dual attributes":
On the one hand, the keyword group function is expected to help sellers obtain more keyword traffic , thereby improving product rankings and sales; but on the other hand, this function also has the risk of increasing invalid click traffic, thereby causing the seller's advertising costs to increase again .
For sellers whose core strategy is to reduce costs and increase efficiency, whether this function has more advantages than disadvantages still needs further practical verification.
There are many signs that as advertising competition becomes increasingly fierce, rising customer acquisition costs have become a common pain point for Amazon sellers.
Amazon's financial report shows that in recent years, Amazon's advertising revenue has maintained double-digit growth. In the second quarter of 2024, Amazon's advertising service net sales reached $12.771 billion, a year-on-year increase of 20% . It is one of Amazon's fastest growing businesses, and its growth rate even exceeds GMV.
At the same time, according to the latest "Amazon Advertising Report 2024" released by Jungle Scout, Amazon's advertising costs will rise further in the next few years.
Under this circumstance, Amazon sellers who are troubled by factors such as intensified competition and lower advertising conversion rates can't help but ask: Why do sellers continue to invest in advertising costs even though they know that Amazon's advertising revenue is rising?
The answer, of course, is that the revenue that Amazon advertising can bring is very likely to be higher than the cost of investment.
As an industry leader, Amazon has many unmatched advantages over other cross-border platforms, such as a huge user base and complete logistics facilities. It is the preferred platform for sellers to grow overseas.
Some senior sellers said that despite the increase in operating costs, some Amazon sellers were still able to double their performance . This is mainly due to the fact that these sellers have more and deeper knowledge about the environment, products, and even platform policy adjustments, and can stay ahead of competitors in many aspects such as operations and advertising planning.
It is understood that Amazon has officially announced the launch of the 2024 Amazon Black Friday and Cyber Monday holiday shopping season. Some sellers who are looking forward to it have made preparations for the peak season, but many sellers are still hesitant about the formulation of operations and advertising strategies due to Amazon's recent adjustments to many advertising functions.
In the fierce competition, what should we do if our products have high exposure, high clicks, but low conversions? What is the correct idea of advertising during the peak season?
The "2024 Amazon New Marketing Conference" to be held on October 21 will present sellers with the most cutting-edge matrix advertising traffic logic and the most comprehensive advertising combination strategy through the delivery of a series of practical knowledge , helping sellers to accurately invest in traffic, improve rankings, and achieve performance breakthroughs during the peak season.
Click on the picture below to register for the "2024 Amazon New Marketing Conference"! Disk Logic: The most cutting-edge matrix advertising traffic logic and core ideas
Analysis of the tactics: Detailed explanation of the advertising combination punch tactics, a complete guide to both offense and defense Dismantle the structure: Dismantle the advertising structure during the peak season to quickly improve rankings Optimization level: Diagnosis and optimization of advertising activities/advertising positions/targeted delivery levels
The conference will invite industry leaders such as Amazon's official team, top advertising moguls, and senior experts to attend, and share practical tips such as advertising plans before, during, and after the peak season, using the North American perspective to understand the overseas expansion of domestic products, and disassemble the efficient analysis and optimization of Amazon advertising.
For more exciting content, please visit the "2024 Amazon New Marketing Conference". Click the picture below to sign up! Follow the official account and reply "join group" to join the seller communication group
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