Tens of millions of dollars have been spent on in-site advertising! ? What experience can be gained from this?

Dynamic bidding is a new feature launched at the beginning of last year. Its essence is to speed up the process of sellers competing for bids for a certain word, and it can raise the suggested bid of a certain category to an exaggerated level in a short period of time.

Now many sellers will default to using only lowering, or lowering or increasing one of the three bidding modes. In fact, these three bidding modes correspond to different stages of product creation. Even fixed bidding can be used at the appropriate product stage.

We cannot say that a certain model is good, but we should choose the bidding model based on the purpose of setting up our advertisements and the specific methods of operation.

Product placement is a new feature before the launch of dynamic bidding, which allows sellers to directly select competing products for placement. The traditional keyword placement method requires sellers to have certain skills in screening and positioning keywords. Sellers who cannot handle keywords can easily waste money.

Product placement directly skips keywords. As long as the seller identifies a benchmark product of their own, they can place the product, which to a considerable extent lowers the threshold for sellers to get started with in-site advertising.

The lowering of the threshold does not mean that there is no threshold. Product placement is indeed simple to operate, and there is no need to filter keywords. Even a novice will see some results after a while of operation. However, if you want to increase orders by product placement, it is not that simple.

At what stage should we benchmark against what size of competitors? How should we make choices when choosing competitors? How can we cooperate with other in-site ads to achieve better results? These questions require money and time to explore.

Brand advertising and display advertising were originally high-end advertising models only available to supplier accounts. They were gradually delegated to SC accounts from last year to this year, allowing ordinary sellers to use these two functions.

Compared to the Sponsored Products feature that we often use, these two ads are more brand-oriented and have a very different logic from traditional product promotion. Especially for display ads, even if the keywords searched by buyers are completely different from the ones you set, Amazon can still locate potential buyers through historical search records and interest tendencies.

Whether it is brand advertising or display advertising, both are extremely expensive functions with uncertain results. The threshold is extremely high and it is suitable for medium and large-scale sales with brand gameplay.

Most of the sellers mentioned above may have only tried these methods separately, but it is difficult to find a way to organically combine the new and old functions of advertising to achieve better results. In addition, many sellers do not have a systematic concept of the basic push mechanism of advertising, so it is difficult to use these new functions.

Students who are familiar with us know that before starting her own business, Teacher Alice worked as vice president of a large foreign trade company in Suzhou. She led more than 60 stores and once ranked second in the German site in a major category, with annual sales of 105 million.

Behind such dazzling sales, of course, there is a lot of advertising investment. Before leaving her job to start her own business, Teacher Alice calculated that her investment in in-site advertising in recent years had exceeded 10 million RMB.

Alice also carefully integrated the advertising push mechanism that she had summarized after spending tens of millions of dollars, and studied a set of advertising strategies that combined with the new advertising functions that Amazon had added in the past two years.

This strategy not only allowed our own store to continue to grow against the trend during the epidemic, but also maintained a very low Acos level under the control of strong measures in the later stage. It is a set of advertising gameplay that fully utilizes new functions and push mechanisms.

(Data captured from our store advertising group’s performance last week)