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Creating an Amazon Advertising Structure For our operations, advertising promotion is the simplest yet most difficult means of promotion. I believe that no matter whether you are a big hand with many years of experience or a novice who has just gotten started, you all think you can advertise, but you dare not say that you have fully mastered the essence of advertising. In fact, Amazon's advertising system and logic are very simple. There are three main aspects to understand: the underlying basic logic of advertising; the purpose and function in different periods; and creating a suitable advertising system. 1. For Amazon, what we discuss most is the platform's A9 algorithm. Advertising also plays a vital role in it, allowing links to obtain paid "weight" and can more quickly improve the ranking and sales of links; so how does advertising affect links? On a keyword search page, you can see that many positions are occupied by sponsored links. The result of Amazon's continuous updating of advertising formats in the past two years has already taken shape. In fact, this is the inevitable result of insufficient preparation and failure to keep up with the changes in algorithms. There are only so many positions. On the one hand, more advertising positions are squeezed, and on the other hand, there are various extra excellent positions for brand promotion and display promotion. If you remain indifferent, you will inevitably be greatly affected. This is the first influencing factor: exposure; the logical entry point of advertising is to have more exposure. The role of exposure in advertising is very huge. With more exposure, there are more opportunities for export. In addition to the consideration of this data itself, the base number in the future is also more advantageous; Then comes the second influencing factor: click-through rate; this is not difficult to understand. The fact is that better positions have higher click-through rates, which is influenced by consumer habits. Advertisements have almost no impact on the conversion of the link itself. The reason why we see that the conversion rate of ads is higher than that of natural traffic is, on the one hand, the disorder of natural traffic, and on the other hand, the poor position of many natural traffic. So it can be understood that the traffic of ads is more accurate, the position is better, and the conversion rate is relatively better. In the long run, the natural position under the word can theoretically reach the best position you should have reached faster. 2. Now that we understand the basic logic, how can we leverage advertising to promote links as quickly and as maximally as possible at different stages of a link? There are two main situations analyzed: the growth stage and the mature stage. These are periods when the links have a certain competitiveness, which is different from the new product period or the decline period such as off-season products. This avoids advertising data deviations caused by insufficient link competitiveness, which affects the effect and is not conducive to analysis. For links in the growth stage, the main purpose is to use advertising to overtake others. The biggest common problem of this type of link is that the conversion is good, the keyword position is good, but the traffic is at a bottleneck period, the advertising effect is good, but the budget cannot be spent, and there are not many words. You can only expect a slow accumulation and look forward to an explosion one day. In most cases, it is difficult to break through, and it is easy to collapse under the influence of a little external force. At this time, the role of advertising is to accelerate the process of qualitative change caused by the originally expected quantitative change; first of all, for product advertising, the keyword advertisement should be placed in a more forward position, or in a more forward position than the natural position, to accelerate the accumulation of exposure and clicks. If the budget is sufficient, it is also necessary to ensure sufficient time; for ASIN fixed investment, it is recommended to give priority to display fixed investment, which has a better position, and then the product fixed investment advertisement, which is also to strengthen the association between your own link and similar products; for brand advertising, keywords are matched with video ads, and the position is also the best on the first page. Product collection and flagship store advertising are combined with their own brand product diversity, and specific analysis is done. These two improvements may not be so fast; then for display advertising, it is recommended to try different delivery methods, the position is very good, increase the exposure of the link, and then choose according to the effect. As for mature links, they are actually links that have reached their upper limit or bottleneck, relatively speaking. Do these links still need advertising? This is definitely beyond doubt. These links actually need more protection from advertising. Although they seem stable, they are actually very dangerous because more traffic means more exposure, so there will be a lot of comparative traffic. In other words, advertising space is needed to cooperate in a protective defense, whether it is position defense or brand defense. Compared with growth-stage links, mature links require more focused advertising positions, more advertising time, and more expensive advertising types. Traffic management is actually more difficult in defense than in offense, so it goes without saying that the role of advertising lies in this. 3. Establishment of advertising system The first is the choice of different advertising types: At present, product advertising still accounts for a larger proportion, and this type of advertising does have the largest traffic, so the competition must be intensified, and the effect is more intuitive; Secondly, in terms of bidding strategy, high bidding means priority; priority advertising exposure time and exposure position, taking the lead; Then there is the choice of matching method. In fact, what I have been talking about before is based on the competition for exposure and clicks of a certain word. Only position precise matching is more important for this. In fact, an important means of expanding traffic is to use phrases and broad matching. Finally, there is the principle of advertising optimization. The optimization process is more difficult and complicated. In many cases, advertising does not develop as we expected. Even from our perspective, the expected results may not necessarily appear. Because I always believe that the performance of advertising is only temporary, the key is to use advertising to achieve your goals at the right time.
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