Classic! The operational strategy for promoting new products does not consider losses!

Classic! The operational strategy for promoting new products does not consider losses!
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Traffic is very important to Amazon sellers. Without traffic, it is like having no water. Traffic is crucial. Without traffic, the store cannot guarantee conversion. So where does traffic come from? In our daily life, traffic promotion is generally carried out through the following methods: Listing interface, variants, advertising, promotions, Feedback, Reviews and flash sales.


As long as we make good use of every way of attracting traffic, the results will surely bring unexpected surprises to sellers. Today we will briefly introduce the three main channels of on-site promotion.


1. Create a perfect listing interface

A good listing interface can greatly promote traffic, increase customer purchasing desire, and improve conversion rate. How to make the listing interface perfect? ​​What details can't be ignored? We will explore creating a perfect listing interface from the aspects of keywords, pictures, and descriptions.

 category:

The first step to creating a perfect listing interface is to choose the right category. The correct classification can greatly improve the matching degree of customers looking for products.

 title:

The product title is now different from the previous fixed pattern. Some experienced experts have summarized and summarized the title writing method based on their own experience and channels, and summarized it as: "central keyword + important selling point of the product + central feature of the product". The title should display 2-3 different central keywords.

 describe:

It is worth noting that in the five-point description of the product, the central selling point of the product must be placed in the front position and should echo the product image to show the characteristics of the product. In addition, it is also necessary to highlight the points where customers generally leave bad reviews and highlight the differentiated competitiveness of the seller. Don't forget to write the after-sales guarantee terms so that buyers can have a safe shopping experience. The big description should first introduce the product again and explain the characteristics of the product. These two points require Amazon sellers to think more. It is best not to repeat the five selling points. After all, you have to write the specific parameters of the product.

2. CPC advertising on Amazon

Advertising is one of the important ways to increase traffic on Amazon. Good advertising can bring considerable traffic to your products. Use Sponsored Ads to optimize the keywords (Search Terms) of your listing products.

When a novice seller first starts advertising on Amazon, it is recommended to use Automatic targeting to see which keywords have the highest conversion rate (go to Reports > Advertising Reports). This is because some words have a high search rate but do not convert into sales, which wastes budget.

So after testing, add keywords with low conversion rates to negative keywords. Create a new manual targeting ad group with words with high conversion rates and increase the bid click budget to achieve the best ad conversion effect.

In addition to advertising, many sellers often do not know how to fill in the 250-word search term when creating listings. It would be a waste if they do not fill it in completely. At this time, you can use the Automatic targeting function of Sponsored Ads to get the keywords provided by Amazon to optimize the listing.

Finally, whether you choose keyword targeting or product targeting, you must have a list of advertising keywords or a list of competitor products to track.

3. Reporting Amazon’s On-site Activities

Best Deal (BD Flash Sale/Weekly Flash Sale): Participation in BD Flash Sale can only be done through the Merchant Manager. It usually lasts for 2 weeks and covers the US and Japan sites.

Lighting Deal (LD Flash Deal): LD Flash Deal is divided into two types: limited time flash deal and 7-day flash deal. The difference between the two lies in the activity time and charging standards.

1. Limited-time flash sales. The flash sales usually last for 4-12 hours, depending on the time of each site. There will be a progress bar and a timer. The charging standards of different sites are also different. The standards will change during special promotions.

2.7-day flash sale: The event lasts for 7 days and there is no progress bar, but there is a Limited time deal sign on the front desk. The charge will be higher than the limited time flash sale. For example, the unit price on weekdays in North America is US$300.

It should be noted that Amazon clearly stipulates that products such as e-cigarettes, alcohol, adult products, medical devices, medicines, and infant formula cannot participate in Lightning Deals activities.

Deal of the Day (DOTD): This flash sale lasts only one day. It is an event that Amazon officially invites sellers to participate in. There are only three ad slots per day, which is extremely rare. When you open the Amazon App on a mobile device, the first thing that is displayed is Deal of the Day.

Sellers must first clarify whether their products are suitable for flash sales; secondly, flash sales will charge a certain fee, so if you decide to participate, you must prepare a certain amount of activity fees in advance; finally, you must ensure the quality of your products, otherwise even if you have traffic and orders, but later encounter problems such as bad reviews and returns, it will not be worth it.

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