How to prevent traffic loss during peak season? Methods used by Amazon sellers!

The peak season of Member Day is here. Are you ready to make a fortune? With the peak season coming, traffic will also surge. I believe many sellers want to take this opportunity to promote new products and increase sales. But while seizing opportunities, there are also greater challenges. How to deal with the continuous increase in advertising costs? How to plan to forget traffic so as to face challenges more calmly?

Experience sharing from big sellers and real-life promotion application cases will help everyone better capture traffic and increase sales during the peak season.

1. Analyze the ASIN traffic structure

The construction of advertising structure is inseparable from understanding the traffic characteristics of ASIN . The traffic characteristics of products in different categories may vary greatly.

Standard products vs. non-standard products

Standard products

Characteristics: Consumers are more inclined to make purchases through search, so search traffic accounts for a larger proportion.

Suggestion: Pay attention to keyword placement, monitor keyword ranking and display share.

Non-standard products

Features: In addition to searching, consumers also browse and compare product detail pages, category nodes, etc. Moreover, consumers’ purchasing goals are often unclear, and the proportion of search traffic decreases accordingly, so associated traffic plays a very important role.

Suggestion: Pay attention to product placement when placing advertisements.

Search traffic vs. associated traffic

Search traffic: Consumers find products by searching keywords and have clear purchasing intentions. The strategy is to optimize keyword placement to ensure that products have a high exposure rate in relevant search results.

Related traffic: Consumers discover your product while browsing other products. Their purchase intention may not be clear, but through related recommendations, exposure and conversion can be increased. The strategy is to focus on the optimization of product detail pages and related recommendations to increase product display opportunities.

2. Build an automatic advertising structure

Automatic advertising may seem simple, but it actually has a lot to offer. Many sellers don’t pay much attention to automatic advertising in the end, but this is actually a misunderstanding. If you can skillfully use the four matching methods of automatic advertising, you can help achieve multiple advertising goals.

▪ Keep automatic advertising turned on: constantly expand keywords and pick up leaks at the same time.

▪ Manual keyword placement: adopt the sea of ​​words strategy, focus on word testing, test a large number of relevant keywords at a low price, and use a large number of basic words to match more long-tail words.

Note: Four matching methods for automatic ads

3. Build the keyword structure of ASIN

For many sellers or categories, keywords are the core source of traffic. Therefore, only by making a good layout of keywords in advance can you seize the traffic during the peak season. You can refer to the following "keyword embedding" strategies for the three key stages of the peak season:

In addition to "early" layout of peak season keywords, they must also cover "wide". During the peak season, we recommend that sellers dig out keywords through multiple channels and expand their keyword library. Accumulate keywords with different attributes and establish a relatively complete keyword structure. The peak season keyword structure can be divided into 7 attributes:

4. Product details page and associated traffic optimization

During the peak season, traffic is indeed higher than usual, but there is a traffic entrance that is often overlooked, that is associated traffic. In fact, associated traffic can bring sellers a large number of sales opportunities. For some ASINs, associated traffic is more cost-effective and even more effective than keyword placement. At the same time, associated traffic can be obtained naturally or through product placement.

▪ Optimize product details page: ensure that product descriptions are detailed and images are clear, increase related recommendations, and improve conversion rates.

▪ Associated traffic: Use product placement to match products that meet specific criteria with relevant product pages to gain additional exposure and sales opportunities.

Tip: Add some interactive elements to your product details page, such as video introductions or customer reviews, to make it easier for consumers to be attracted.

I believe that through understanding and learning, you will be able to seize wider and more stable traffic during the peak season and achieve sales targets. At the same time, it is also recommended that sellers check their current peak season traffic diversion plans, check for omissions and make up for deficiencies in a timely manner, and face the peak season with ease!