Amazon European Apparel Category - Multi-Variant Advertising Strategy

1. Only advertise to a single variation

(1) In what cases will only one variant be opened?

1. Only one variant among multiple variants performs well, while the others perform poorly

2. The campaign budget is limited and multiple variations cannot be run

3. No significant differences between variants

4. Want to quickly boost product rankings by advertising a single variant

(2) How to select a single variant with good performance

Step 1: Put all your products in one automatic campaign

Step 2: There are two options at this time

The first option is to directly use the product with the best performance in automatic advertising as the main product after a period of advertising testing, turn off advertising for other variants, and continue to increase the budget for this variant to drive traffic and visit growth.

The second solution is to turn off the advertising of the worst performing variant at regular intervals, so that the best performing variant of the link will be the one left at the end.

The disadvantage of Option 1 is that if the time is relatively short, the variants screened out may be accidental, and the truly well-performing products may be ignored; the disadvantage of Option 2 is that under the same conditions, Option 2 will take more time than Option 1, but this method will not screen out well-performing products in advance.

In actual operation, we need to use it in combination with the actual situation of the product. For example, if multiple variations in an automatic ad perform well or poorly and you can’t make a decision, you can use option 2. On the contrary, if you can clearly find the best performing product, use option 1.