Amazon CPC Strategy Part 2丨Preparation before launching CPC advertising

1) The importance of keywords for listings

In a previous post, Archie expressed his views on Amazon keywords:

a) In the rules of on-site traffic, there is no such thing as listing ranking, only keyword ranking

b) Keywords are the smallest unit of Amazon traffic source

c) The most important part of listing optimization is “keyword optimization”

If you only look at the dimension of CPC advertising on the site, you only need to understand a and b. Let me explain it briefly.

When a buyer searches for a keyword on Amazon, search results will appear. The ranking of your product in the search results for this keyword will determine how much exposure it will receive, and accordingly, a certain percentage of clicks it will receive. This is the " traffic distribution rule " under Amazon's keyword ranking rules.

Therefore, what Amazon operators need to do is to push the ranking of each important keyword corresponding to their listing to the top position step by step, so that sales will come naturally.

When your natural search results are at the back, you need to use CPC advertising to display the listing in a higher position.

2) How to find high-quality keywords

First, find the core keywords: Core keywords are usually words with large traffic and high accuracy. The verification method is also very simple. Search on Amazon front desk to see if the results are the same as what you think. We need to use core keywords when expanding keywords and looking for competitor listings for reference.

Then, expand the long-tail keywords: There are many ways to expand keywords. I think the most efficient way is to use tools, such as H10, JS, and Elf (" keyword reverse search function " and " ASIN reverse search function "). There are also other free methods, which I will not go into here. For details of the operation, please refer to Aqi's previous post: [Amazon] Detailed explanation of the principle of keyword ranking

Many students will be confused when they see this. It is clearly a CPC advertising strategy, why does it mention Listing embedding?

In yesterday’s post, we introduced the CPC advertising principle. In the first paragraph: The main factors affecting CPC advertising, we mentioned an attribute called relevance . “ The relevance between the keywords you choose to place and the ASIN is the most important.”

Therefore, the quality of the copy before listing is very important. It not only affects the relevance , but also the quality score (QS) of the link , and has a "snowball" effect on the weight of the subsequent listing.

Therefore, please embed all the high-quality keywords you have found into the Listing . The priority is: Title > Five = Search Term > A+ Page

Note: Keywords in the description are rarely indexed by Amazon, so you can spend less time writing the description.

Whether a product should be advertised directly after it is launched or advertised after receiving positive reviews has always been a hotly debated topic in the industry. I compare it to the classic "which came first, the chicken or the egg" question. Here are my thoughts on this.

1) New products

You can start with a low-budget automatic ad. Experienced friends can also start with an additional manual ad.

The first review of a new product is very important. It is recommended to send it for testing (you can do VINE if you are confident in the product). After placing an order, click the request review button on the site.

Try not to ask service providers to fake reviews. Real negative reviews can help improve the product.

2) Old products
This is much easier. While ensuring safety, you can brush up the reviews appropriately to ensure that the product reviews are above 4 stars.

The above, I hope it can help you