Cross-border e-commerce advertising optimization strategy: a comprehensive guide to improving conversions and exposure
Coping strategies for high advertising bids and low customer unit prices
Sellers often feel troubled when advertising bids are high and customer unit prices are low. Here are some practical strategies to help address this challenge:
Progressive bidding test
Start testing with lower bids and gradually increase them until you get enough exposure. For example, you can start bidding from $0.45.
Testing multiple matching methods
Test broad match, exact match, and product placement (ASIN) to expand your ad exposure and attract more potential customers.
Multiple campaign testing per week
It is recommended to test 3-5 advertising campaigns every week, each campaign contains 15-25 long-tail words, and the budget of each campaign is controlled between 5-10 US dollars.
Control the proportion of spending on big words
It is recommended that the proportion of spending on big words be controlled within 20% of the overall budget to ensure effective use of funds.
7 tips to improve the effectiveness of cross-border e-commerce advertising
In order to improve advertising effectiveness and avoid audience rejection, the following seven strategies are particularly important:
In-depth understanding of target audience
Deeply understand your target audience’s needs, preferences, and pain points in order to deliver a truly valuable experience.
Cooperate with influencers to spread brand values
Work with the right influencers to use their communication power to promote your brand.
Looking for complementary brands for strategic cooperation
Look for complementary brands to expand your reach through joint marketing campaigns.
Use the platform’s knowledge base and resources
Learn best practices with knowledge bases and other resources like those provided by Lazada.
Optimize Listing and SEO
Optimize keywords in product titles, descriptions, and tags to improve SEO results.
Create value-added bundles
Offer value-added bundles to increase the perceived value of your product.
Use platform activities and promotional gameplay
Participate in marketing activities organized by platforms such as Lazada to attract more customers.
Remarketing advertising classification and its application
Remarketing ads can be divided into many types based on different criteria:
By channel/platform type
Including remarketing ads on search engines, social platforms, e-commerce platforms, emails, etc.
By implementation entity
Divided into manual and automatic remarketing ads.
According to operating mechanism
It is divided into ordinary remarketing ads and advanced remarketing ads.
By advertising media type
Including text, pictures, videos, interactions and other forms.
Five common factors and solutions to improve FB advertising conversion rate
For the problem of low FB advertising conversion rate, the following are five common reasons and solutions:
FB advertising crowd positioning is inaccurate
Solution: Precisely define your target market and use detailed targeting tools.
Targeting the right users with the wrong message
Solution: Use funnel marketing method to push corresponding advertisements according to the different stages of customers.
The goal is too broad
Solution: Refine the target group and narrow the target market.
FB ad relevance score is too low
Solution: Improve ad targeting accuracy, use impactful images and clear CTAs.
FB ads are inconsistent with the landing page
Solution: Make sure your ad is consistent with your landing page so that both are visually and content consistent.
Application scenarios and optimization techniques of contextual advertising
Associated advertising is a very cost-effective form of advertising, especially suitable for stores with a certain sales base:
Associated ad placements
Associated ads can appear on product details pages, the Guess You Like column, and the daily new discovery section on the homepage.
Factors affecting the ranking of related ads
Mainly depends on the price per click and relevance.
Associated advertising settings and optimization
It is recommended to open 20-40 related ads and adjust the budget and bid according to the advertising effect.
Through the above strategies, sellers can not only effectively deal with the challenge of high bidding and low customer unit price, but also improve the overall effect of advertising and achieve better sales performance.