How to run Amazon ads for common and unique products?

How to run Amazon ads for common and unique products?


Amazon sells about 100 million products worldwide, and this number is still rising. With such a huge number of products, they can be divided into two types of products: ordinary products and unique products.


Ordinary products refer to products with similar structure and functions, such as iPhone charging cables, skipping ropes, printers, etc. Unique products are relatively novel, such as creative products on Kickstarter, such as wooden speakers, wireless skipping ropes, etc.


A common mistake sellers make when promoting common products and unique products is to use the same advertising strategy. So in this article, we will provide PPC strategies for both.


01

Consumers' different attitudes toward common and unique products


△ Ordinary products
Let's say you search for iPhone charging cables on Amazon. When considering whether to buy a product, you generally consider the following factors:

  • Is the price reasonable?
  • Does the length meet the requirements?
  • How about the comments?
  • Is this a Prime product?


If the first product you see meets all of the above factors, then you are likely to buy it. When people buy this kind of product, there is no special emotion involved, they just want to buy a suitable product.

△ Unique products
The same is true for unique products. For example, if you browse a wireless jump rope on Amazon, you will carefully read the entire listing and evaluate the differences in features. Usually, people don’t mind if the product has fewer reviews or a higher price.
Because if the requirements for the product are too high, there won’t be many other options on the market.

02

Different advertising goals

Knowing the different attitudes consumers have towards these two products, we can use this to set targeting types.


△ Advertising objectives of common products

The goal of general product advertising is to associate your product with the user's search at the right time with the right bid.
To ensure your sales, you need to:

  • Build a keyword list
  • Do a lot of combing
  • Identify keywords
  • Set your bids correctly
  • Monitor placements

The primary consideration for sellers is the sales that advertising brings to their products.


△ Advertising goals for unique products


When promoting a unique product, you want to get more exposure because if people don’t know the product exists, there’s no way you’re going to sell it.


The ultimate goal is to find keywords that fit your product. For example, your product is a set of Bluetooth headphones, which are very ergonomically designed, have better sound quality, and are better in every way.

When you first promote your product, you might bid on various keywords, such as HiFi earbuds, Bluetooth headphones, audiophile, etc. Then you find that HiFi earbuds only has two clicks, while audiophile gets 100 impressions, 8 clicks and one sale, and the product ranking rises as a result.

For unique products, keywords are more important than ever. For example, through the advertisement just now, we found keywords with good results. However, this method of advertising testing is very expensive, so you need to adopt the following keyword research strategy :

  • When choosing keywords, you need to use your common sense . For example, the keyword audio equipment can mean something other than Bluetooth headphones. So this is not a suitable keyword.
  • For unique products, it is recommended to search for uncommon descriptive keywords . Users who buy niche products usually use such long-tail keywords for search.

For example, HiFi, Bluetooth, and wireless are all good ways to describe your product, but they are not the unique highlights of your product. Other keywords such as ultra-lightweight, active, and athletic are better because they highlight the uniqueness of your product.

03
Match Type
Whether it is a common product or a unique product, it is suitable for a gradual matching type from broad match to exact match. And remember to use negative keywords , which is a very effective advertising technique.

04

Use of coupons
The price competition for ordinary products is already very fierce. If you use coupons, you will sacrifice profits. But if you use coupons, the effect will be better.

Coupons are great for unique products, but you’ll need to offer a significant discount because the product itself is not well known and you’ll need to make up for it in other ways to increase the likelihood that they’ll buy the product.

In short, coupons and flash sales are suitable for both common and unique products.


Compiled by ✎ Mary/
statement: When reprinting this article, the title and original text must not be modified, and the source and original link must be retained.

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