Amazon's rule changes on the first day of Black Friday drove operators crazy

Seller: “Isn’t this just giving you daily discounts?” There’s nothing wrong with this!

Competition on Amazon is getting more and more intense. When you enter keywords, you will find that there are more and more paid ads. Currently, Amazon's paid traffic is increasing, and the cost of payment is getting higher and higher. In the past, you only needed 0.5 US dollars to get exposure and clicks, but now it may cost more than 1 US dollar. Under such circumstances, ordinary sellers do not have that much budget for advertising.

In addition, Amazon's advertising is becoming more and more diverse, and the previous SP ads have been replaced by SB and SD. Sellers also need to master Amazon's in-site advertising system more quickly in order to make better profits on Amazon.

As the representative of online shopping, Amazon itself carries huge traffic. Whether it is a business or a small seller, the goal is to make a profit. Today, let’s talk about the most worrying issue for operators: how to reduce advertising costs without affecting the effect of advertising?

How to effectively adjust ad bids

Generally, the conversion rate is higher during peak hours, with 7 or 8 clicks to generate one order, and twice as much during off-peak hours. First, find an ad position that you have an advantage in, lower the budget and bid during off-peak hours, and raise it during peak hours.

According to your actual situation, you can decide which time period is more suitable for increasing bidding, increasing delivery, and obtaining conversions. Some time ago, Amazon launched a new time-sharing pricing function, which Alice personally confirmed is a good function that puts you at ease.

Preferred advertising product function: open advertising first

Want to get a good ad space at the lowest possible bid?

First of all, you should do detailed research before placing an ad:

Secondly, advertising optimization direction

CPC is a separate system in Amazon’s algorithm. Amazon wants to find the most suitable ad positions, give the most suitable words, and show the best performing listings to consumers with the largest purchasing budget in the cheapest way.

Our advertising optimization direction is also based on this. We want to spend the lowest possible bid, and the advertisement should be placed in a certain position, and the conversion rate of this position should be better.

If the budget remains unchanged and the Bid bid continues to increase, the budget will be spent earlier and the CR will also decrease, especially since the competition in the first three pages is greater. If the budget remains unchanged and the Bid bid is lowered, the budget will not be spent (because the ad space is reduced, and the exposure and click-through rate will decrease).

You can find dozens of mainstream product keywords to check the competitive situation and make adjustments based on the competitive situation. If your product ranking is really low, and it is not even ranked in the first three or five pages, NANA advises you to stay low and avoid direct confrontation with strong competitors. Start with a slow development, increase click-through rate + conversion rate, and slowly pull traffic to the product.