A life-saving shot for low traffic! A collection of practical Black Friday tips

After talking about last year’s Black Friday yesterday, many sellers were quite excited. Today, I will release a special Black Friday Cyber ​​Monday tips and necessary preparations to help you counterattack and boost sales during this year’s big promotion!

Check the status of the activities you submitted and see if the time of the LD activity is in a suitable time period. You can determine the hottest selling time period according to the order heat chart I sent yesterday.

Then there are free activities such as exclusive discounts, and the last few days of submission period. Sellers who have not held any activities should take advantage of the last chance to hold one, the effect will definitely be better than doing nothing.

Both free events and LD need to check the inventory status. If there are products that are out of stock in the next two days, they need to be removed from the event product list in time. If some of the event products are not available for sale, there is a low probability that Amazon will cancel the event, especially for flash sales, so you need to pay more attention.

Adding a black five-corner mark on the main image is one of the important conversion methods. It was also the main method for us small sellers to attract traffic when there were no free activities before. Whether you participate in the event or not, if you don’t want to be left behind by competitors in the big promotion, you still have to do this work. Friends on the US site should pay attention to checking the corner mark these two days. It is recommended to change it on the day of the big promotion (it will be fine if the poster is placed at the end), and other sites can put it in advance. Some categories have strict checks on corner marks and white background pictures. You can look at the LD activities of your product category. If all of them strictly implement white background pictures, it is best not to add corner marks.

Another way to increase product exposure during big promotions is to add holiday-specific words (such as Black Friday present, etc.) to the product keywords. Just like the corner poster above, you can add it a few days in advance. Because Amazon's algorithm delays and crawling also take some time, don't wait until the day to add it. You can also add more closely related words such as phrases to the ad words, and the bid can be set to only lower to control costs.

Finally, there are some routine checks, such as whether A+ is displayed normally, whether the title and five points are optimized according to the big promotion, whether the page is adjusted for mobile devices, etc.

This year, Amazon launched a lot of free activities on Black Friday, including Prime exclusive discounts and Black Friday Coupons, etc. In fact, there have been some free activities that have been checked in the warm-up period in the past two days. Many sellers who have not planned well have launched warm-up activities and additional promotions or coupons in the past two days, which is a direct overlap. At the least, they make a profit, but at the worst, they lose all their money.

During Black Friday, sellers will basically sign up for Amazon's promotional activities, offering discounts of at least 20% or even greater to attract buyers. In addition to the risks mentioned above, many sellers may lose money and gain publicity after the promotion because they do not consider the cost accounting carefully enough. However, Amazon's traffic and ranking will drop rapidly after the peak season, which neither allows the ranking to rise steadily nor makes a profit, which means that the orders for the promotion are wasted. Therefore, when sellers plan to participate in promotional activities, they should make a practical assessment of their profitability in advance, and should not conduct any transactions if there are funding problems.

In-site advertising has always been a headache during the peak season. The bidding is usually ridiculously high. If you don't bid at all, you won't get any orders. If you bid at a high price, you will only maintain a normal number of orders. And because of the big discounts during big promotions, the profits may not be as much as usual.

Surveys by data agencies in previous years have shown that product placement costs and bidding during Black Friday are 2-3 times higher than usual. Beauty and personal care products are the category with the most advertising, accounting for more than 24% of e-commerce advertising during the entire peak season, followed by consumer electronics products, which also account for 21%.

The price of ad clicks on e-commerce platforms led by Amazon also rose during the Black Friday and Cyber ​​Monday period. The overall advertising expenditure of sellers increased by more than 60%, but the increase in click volume was only 45%. This shows that more and more sellers are constantly increasing their click bids to win traffic. Such bidding wars will definitely become a vicious cycle in the long run, making advertising more and more unaffordable and the effect will become worse and worse.