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I checked the front desk of Amazon and found that this product had no ranking. On every page, the words "ACOS exploded" were written crookedly. I couldn't sleep anyway, so I looked carefully for half a night and finally saw the words between the words. The whole page was written with four words: "advertising cost" ! ——"Crazy Camp Diary" It is learned that in this year's Q2 financial report, Amazon's revenue increased by 7% year-on-year, setting a new record for Amazon's slowest growth rate in nearly 20 years, and its net loss reached US$2.028 billion, continuing the losses in the first quarter. Faced with the dilemma of hindered growth, many sellers believe that Amazon regards Prime Day as the key to reversing the situation. There are also frequent reports in the cross-border industry that Amazon will add a big autumn promotion to boost performance. And recently, this news was confirmed. Amazon holds "Prime Early Access Day" for the first time! It is learned that recently, Amazon announced that the first Prime Early Access Sale will be held from October 11th to 12th to stimulate consumers to buy in advance and open up new growth opportunities for sellers. ▲ Video account focuses on cross-border navigation The event will cover 15 countries including the United States, the United Kingdom, Canada, France, Germany, Italy, Spain, Austria, China, Luxembourg, the Netherlands, Poland, Portugal, Sweden and Turkey . It is worth noting that this event is between the back-to-school season and the November holiday shopping season, which coincides with the quietest time of the year for the retail industry. This promotional day that fills the gap between the back-to-school season and the holiday shopping season seems to coincide with what an Amazon spokesperson mentioned as "helping sellers achieve long-term business growth." As of now, the submission window for Prime members' Early Bird Day is still open. The following two time points are worth paying attention to: - Prime Targeted Coupon: Please submit before 17:59 (local time) on October 10, 2022. It will take at least 6 hours to take effect.
- Prime Exclusive Discount: Please register before 21:59 (local time) on October 10, 2022. It will take at least 2 hours to take effect
If sellers are interested in participating in Prime Early Bird Day, they must submit relevant reports before the above time. At present, we have not yet known whether this autumn promotion can boost the retail industry. But judging from the responses of sellers, the recent situation of many sellers does not seem optimistic. Sellers’ advertising costs are getting higher and higher, and ACOS continues to exceed the limit! With the passing of the golden traffic dividend era, the current advertising cost increase rate is almost visible to the naked eye , whether it is marketing channels such as Google and Facebook, or third-party platforms such as Amazon. Amazon's official statistics show that Amazon's advertising revenue in 2021 was as high as 31.2 billion US dollars, a year-on-year increase of 55% , of which advertising revenue in the fourth quarter accounted for nearly one-third of the annual advertising revenue. We have learned that recently many sellers have reported that with the approach of the peak season, the order volume has unexpectedly declined, while advertising costs have become higher and higher. ▲ The picture comes from the seller communication group Some sellers even complained that almost all of their profits were "eaten up" by advertisements . ▲ The picture comes from Zhiwubuyan During Prime Day in July this year, there were many cases where sales did not increase but advertising costs soared. Some sellers even had an ACOS as high as 3221% . ▲ The picture comes from the seller communication group It can be seen that high CPC costs and shrinking profit margins have become the biggest pain points in the Amazon market. Currently, with the arrival of the platform's peak season, the increase in traffic has caused the advertising click-through rate and unit price to soar directly, and sellers are all suffering from the poor results of advertising optimization and adjustment. So, how can we effectively optimize advertising and reduce advertising costs? The following three points can be used as a reference for sellers: 1. Segmented keyword pricing- Category keywords: high price and fierce competition, focus on running keywords to increase exposure and accumulate high-performance customer search keywords;
- Core keywords: focus on conversion, need to be continuously expanded, so that they can be accurately and efficiently delivered in the later stage, and should be set with high bids and high budgets, which is more conducive to order transactions;
- Other supplementary words: Brand keywords and complementary related keywords are suitable for low prices;
- Set negative words: words that are significantly irrelevant to the product and words with high ACOs but low conversion rates.
2. Plan and adjust the advertising position- New product stage: focus on search advertising, and do a good job in keyword optimization and natural ranking search.
- Product growth stage: observe the CTR and CR of search ads, and start placing product ads.
- After product sales stabilize: start placing display ads, layer by layer, to achieve high product sales results.
3. Reduce advertising expenditure costsAmazon's advertising management backend allows sellers to pay advertising fees in two ways: deducting from the balance of the Amazon seller account; paying by credit or debit card. The platform encourages sellers to bind bank cards to pay advertising fees to avoid suspension of advertising due to insufficient account funds and failure to deduct fees. In this regard, in addition to optimizing advertising, sellers can also choose to use card products that reduce advertising expenditure costs in order to save costs while increasing advertising budget space. The Skyee CPC card product launched by Skyee and the issuing bank is designed to reduce the platform's CPC advertising payment costs. Skyee is a member company of Lakala, the first listed third-party payment company in China. Tianyi CPC Card is a CPC advertising prepaid card created by Skyee and card issuers for cross-border sellers, which can provide sellers with a more cost-effective and secure advertising payment method. Advantages of Tianyi CPC Card - High rebate for advertising consumption: Pay CPC (pay-per-click) advertising fees on the Amazon platform and enjoy up to 1% rebate
- Support multiple currencies, no exchange loss: support USD, EUR, GBP, JPY, HKD and CAD, original currency recharge, no exchange loss in transactions
- Zero cost, no hidden charges: 0 card opening fee, 0 recharge fee, 0 transaction fee, 0 card cancellation fee, zero cost for using the card
- Balance sharing, multi-card management: support the same currency multi-card balance sharing, total account funds direct consumption, no need to recharge a single card
Just go to the Amazon seller backend payment information [Advertising Payment Information] to change the payment method and add Tianyi CPC card as the default payment method to take effect Whether you want to save more advertising costs Still want to know more about Tianyi CPC Card Scan the QR code below or click the original link You can contact the account manager for consultation~ The big sale is coming, and if you want to save advertising costs, the help of Skyee CPC card is essential! |
