|
There is no fixed way to play advertising. Different categories and products have different ways of playing, different rankings in the same category have different ways of playing, and different operators have different ways of playing. No matter which way you play, as long as there is a relatively good investment-output ratio, it will be fine .
1. Coupon white hat advertising method 1. Apply a large coupon (5% to 80% off the lowest price within three months);
2. When the coupon appears on the listing details page, start with a key word, such as cocktail shakers; 3. Prepare sufficient budget and high bid to ensure that the ad appears on the homepage and has as many impressions as possible; 4. After continuing to burn through the money and running more than 100 orders at a loss, I found that when I started to cancel the coupons and advertise at normal prices, the advertising ranking of the word cocktail shakers remained firmly on the first page; 5. Then, gradually, the cost per click became much lower than before, and the organic ranking of cocktail shakers also improved.
2. Increasing advertising budget This strategy requires 3 to 5 hours out of budget in advance. There may be a special mechanism in Amazon advertising that determines the ads that can run out of budget in advance every day as popular, and then gives additional quality score bonus. However, it should be noted that the budget cannot be too strict. If the end time is more than 5 hours in advance, the advertising performance will deteriorate. 3. Competitors’ advertising strategies 1. Sponsored product and Sponsored brand campaigns with competitor brand keywords
2. Use tools to pull the top ASINs on the search results page for the main keywords, and then use SP ads’ product targeting to target these competitor ASINs.
3. Use the category targeting of SP ads combined with the refine function to refine competitors, such as price and star rating, for delivery
4. A more aggressive approach or one that prioritizes traffic is to run the following 4 ads at the same time: The "Sea King Strategy" means that you have enough SKUs to reach enough traffic, and the traffic cost consumed is low. Among them, the "Category Strategy" is the most common strategy in the "Sea King Strategy". 1. There should be enough SKUs or keywords to be placed
Generally speaking, SKU is a type. For example, if I want to advertise dresses, I will first select multiple dress SKUs (such as 100) or multiple dress keywords.
2. Set the bid price appropriately low
When setting the bid, you should refer to the suggested bid. If the suggested bid is in US dollars, I will generally try to set a very low bid (for example, set the bid to US$0.2 or US$0.3). However, you need to avoid setting a bid far lower than the suggested bid (for example, US$0.05), which will cause the ad to be invalid.
3. The budget for advertising can be higher
The budget can be set according to the actual situation. When the traffic is large, it is recommended to set the budget slightly higher (for example, 10,000 US dollars).
The “Sea King’s Strategy” is more suitable for products in special scenarios (such as indoor sports scenarios), accessories (such as fishing accessories), and demand-based products (such as beauty products).
5. Choose categories carefully
Generally speaking, when choosing a category, try to choose a category that has a high correlation with the common secondary category of your ASIN.
5. Advertisement dominance or ad defense strategies The so-called advertising dominance or advertising defense means how to make your products occupy most of the advertising slots to form a closed traffic loop.
The specific steps are as follows:
1. N multiple SKUs cast a group of words
2. Multiple SKUs on one ASIN
3. Ad structure: 1 campaign, 1 ad group, select multiple similar SKUs for 1 keyword or 1 ASIN; if it corresponds to multiple keywords, several SKUs should have better labels 4. Combine brand advertising with display advertising 5. At the same time, you can try to open an automatic advertisement for similar or complementary products in your store, put all SKUs in the automatic advertisement, let the products form an association in the advertisement, and use fixed bidding 6. Peak Season Advertising Strategy: Traffic Targeting Facing the peak season, we must be clear about which products have higher traffic conversions and identify our own traffic sources so that we can arrange advertising in a more targeted manner.
Taking the popular “running shoes” as an example, the traffic sources can be divided into the following seven categories:
1. Neutral keyword traffic: Keywords such as color and scene are easy to generate clicks and need to be focused on and used
2. Brand keywords: They are expensive and competitive, so it is recommended to use them with caution except during peak seasons. 3. Traffic of similar products (ASIN traffic): It is recommended to use this traffic channel
4. Related product traffic: Generally, it is recommended to consider a small amount and decide based on the related characteristics of the product.
5. Category traffic: very important traffic structure, it is recommended to use 6. Community traffic: For example, Amazon’s “Seller Program” is equivalent to “Internet celebrity sales”. You can try to use
7. Off-site traffic: based on off-site traffic layout and resource usage The system recommended keyword list that appears when you select keyword positioning in the background determines your keyword traffic
It is recommended to start manual advertising first, confirm and correct the label, and then run automatic advertising
It is not recommended to enable automatic advertising. You need to first determine the main promotion word and exclude the presence of large words on the far left of the title that may affect the background judgment. When the match between keyword tags and products is high, automatic advertising will be more efficient.
Category selection principle: relevance first
High-quality category screening: Prioritize related categories and matching categories
Make good use of the [Refine] button: help determine the traffic value of the product in this category Consider the cost of each category
You need to correct the label through manual advertising before running automatic advertising.
At the same time, there are more ASIN recommendations in the background, indicating that this ASIN tag can bring more traffic to your ASIN
|
