A must-read for salary increases! Building an "offensive and defensive" Amazon traffic closed loop

Amazon traffic in 2021 is just one word: expensive!

Q3 will end in one month, and we will soon enter Q4, the busiest quarter of the year for cross-border traders . Advertising bidding, warehousing costs, and first-leg freight will all see a significant increase. How can cross-border traders grab a share of the pie during the peak season while still maintaining their profits as much as possible?

Have you signed up for the Black Friday Cyber ​​Monday event?

Are you ready for the upcoming high ad bids?

Cross-border people may wish to ask themselves the above two questions in the upcoming Q4 quarter: Are you ready?

If we do it well, we cross-border people will also face three indicators, exposure number, click-through rate, and conversion rate. The fastest improvement in the peak season is nothing more than exposure number, which ultimately means traffic!

• Faced with a sudden surge in traffic, how should we handle it during the peak season?

• Have you studied long-tail keywords, target groups, high-traffic words, and associated traffic ASINs?

• How was your product exposed?

• Through the search page?

• Through product recommendations?

  
  

In fact, many times Amazon operators do not know what the main exposure channels of their products are, let alone where their traffic is missing, so listing optimization is even more aimless. So let's first understand the composition of Amazon product traffic. Here we will take you to discuss it in detail from the aspects of keyword library, related traffic library, traffic composition, traffic stratification , etc.

When talking about Amazon keywords, we can’t avoid talking about the source of keywords. With more keywords, there is inevitably the concept of a library. Most sellers must have heard of ABA data, which is the keyword library officially provided by Amazon.

However, ABA has a feature that it only publishes one million active keywords . Maybe there are only a few keywords included in Amazon ABA for one of your products. Does that mean you can just use these few keywords? This is definitely not enough!

Therefore, we need to obtain some words that are not in the top one million of ABA but are relatively active. There is a very important indicator here, which is the frequency of data update . A word may be very active this week, but it will decrease next week, especially in the peak season in the second half of the year, when all kinds of activities are overwhelming. If you cannot adjust your keyword strategy in time to obtain active words, you may lose part of your market share. As far as the market is concerned, our keywords are definitely not static.

Therefore, the detailed operational work here is broken down into two aspects: one is the ABA vocabulary, and the other is the daily market active keywords.

Here we need to find a tool that can update keyword data daily to meet daily needs.

Amazon's product traffic comes from two aspects: one is keyword search matching , and the other is the associated traffic from the product details page.

It is actually very important to know which ASINs will get more associated traffic. Compared with the keyword library, many people may have heard of the associated traffic library for the first time. How to obtain more high-quality associated traffic is the key point in this area.

The goal decomposition here actually requires three steps. The first step is how to collect related traffic , the second step is how to analyze the effect of each related traffic , and the third step is how to group these related traffic and associate them with our products.

First, you can use some auxiliary tools, such as Oulu, to query the associated traffic of each ASIN and the time periods in which they appeared, as shown in the following figure:

Oulu plugin associated traffic entry query

Detailed analysis of Oulu-related traffic entry

The two pictures above show you what kind of associated traffic a listing has. In this way, as long as we collect the associated traffic of our competitors’ best-selling products, we can obtain our own associated traffic product library.

The next step is to analyze the quality of each product in our associated traffic product library . In this section, we recommend that you compare the time when each association appears with the order situation of the product in this time period to judge the quality of the associated traffic. The last step is to select high-quality ones to associate with your own product listing.

The traffic composition was actually briefly mentioned in the second part. Before we talk about the refined operation in this aspect, let’s take a look at a picture:

All associated traffic entrances that Oulu can monitor

From the figure, we can see that traffic for products is composed of many position structures. So in which position will the product be most effective and have a higher conversion rate?

This is a delicate work. In fact, if we are promoting new products, we often appear wherever the system tells us to appear. There is no plan for this, let alone a solution. Before a new product is launched, in fact, where is the best traffic? We can refer to where the traffic of competing products appears, and plan our traffic structure based on the traffic composition of multiple competing products, as shown in the following figure:

Oulu traffic layout analysis function

Whether to focus on search word traffic or associated traffic, free traffic or paid advertising traffic, and what the average ACOS of this type of product is in the market can all be obtained through the traffic structure.

Reasonable traffic stratification means that after determining how many blocks of traffic are needed to form the classification, we continue to dig deeper into each block to expand into vertical fields. As we all know, most of the traffic of a product in the stable period actually comes from a few major traffic words, and 20% of the words produce 80% of the orders.

Sellers who have no idea about this data can take a look at the new "ASIN Traffic Reverse Lookup" function of Oulu. Most ASIN reports show this highly concentrated traffic distribution. These big words often have high bids. What we need to do is to dig out accurate long-tail words under each big word, and use multiple long-tail word traffic combinations to achieve the traffic brought by the big words, but the advertising fee will be greatly reduced.

Therefore, how to scientifically stratify traffic, which ones are brought by big words and which ones are brought by long-tail words must be finely operated in combination with the actual situation of the product. Many friends may ask, how to get enough long-tail keywords? Or which long-tail keywords are more suitable? Here are a few points that you need to pay attention to when mining keywords.

First of all, the keywords should be as accurate as possible. The key point here is accuracy. If you don't know whether it is accurate or not, you can search on the front desk to see if the products searched out are the same as our products. Don't use translation software to write them based on your imagination. Here is an interesting example. The words blanket and carpet both mean blanket, but the products are indeed very different. Let's take a look at what products are searched out on the front desk. This is the product search result of blanket:

Let’s look at carpet again:

As a result, one is a blanket for covering the body, and the other is a blanket for laying on the ground, which are two completely different products. To give another interesting example, if the product is a Spalding Infusion basketball, this basketball with a built-in micro pump has become rare and difficult to find, and it is different from the ordinary Spalding basketball, then the keyword must be Spalding Infusion basketball instead of Spalding basketball, so the keywords must be accurate!

Secondly, we need to clearly know our product and brand positioning . Why do we need to mention this point? Because this involves which groups of people to cover, which occasions to cover, what points the target group will pay attention to for the product, and how they will search. Only by understanding these can we better choose keywords and improve conversion.

After clarifying the above contents, the wider the coverage of keywords, the more people of this type will be covered, and naturally the number of orders will be greater. Many seller friends may have questions here, how can we find as many accurate keywords as possible? You can dig deep into the keywords of competing products and learn to learn from others. Please refer to the following figure for details:

Oulu competitor traffic comparison function

Here we not only count the keywords of competitors, but also classify these keywords. It is clear at a glance which are paid keywords, which are natural traffic keywords, which are search terms, and which are traffic brought by associated ASINs. It also supports one-click download of keywords to help you analyze and optimize listings in a timely manner.

The above are some directions on how to better obtain traffic during the peak season. If you want to do well, there are many aspects that need to be carefully studied, such as synonyms, search terms in different languages, local slang, search terms corresponding to different variants, etc. Amazon operation is a complex, meticulous work that requires careful collection and preparation. If you want to do well, you must pay attention to details. Traffic is the core of this work, so optimizing traffic and improving conversion rates will definitely bring unexpected gains.

The above has discussed the main components of traffic and how to obtain more high-quality traffic. Next, we need to talk about the attack and defense strategies for traffic. On the offensive side, a major goal is to find ways to "steal" more traffic from competitors. Here we suggest that you start from the following two aspects.

First , you can place product ads under some competitor listings . You can try this if the competitor meets one of the following two conditions: First, the listing is not as competitive as ours. You can analyze it from the perspectives of price, reviews, ratings, etc. As long as these data on the front end are not as good as ours, their traffic has a chance to be converted into our traffic.

The second is to start with the product itself, mainly the functionality and application occasions , or more directly, the competitiveness of the product itself is weaker than ours. For example, our product has a waterproof function, but the competitor's product does not have it, so we can put our product under it to compete for its traffic. One advantage of doing so is that it can reduce advertising costs as much as possible, use the advertising costs spent by competitors to attract traffic, take advantage of it, and place orders accordingly!

When attacking others, you must pay attention to your own traffic. As long as it comes in, you should convert it as much as possible. Maybe the buyer of product A comes in but doesn't find what he wants. Then you can compare a series of products on our A+ page, or put your own product ads in our associated traffic position. In this way, you can let customers choose products from our own products as much as possible. In fact, the core idea of ​​this method is similar to that of store groups!

The above is about some preparations and optimizations that need to be made on the traffic side as the peak season approaches. Friends who are interested in the tools mentioned in the article can scan the QR code on the poster below to get 7 days of free full-featured use. Everyone can take a look at their own traffic layout and be prepared for the peak season!