In the actual application of cross-border e-commerce, when publishing advertisements, it is necessary to clarify the development stage of one’s own products. The following advertising strategies are for the development stages of different products. The following advertising strategies are for different product development stages. Sellers can refer to their own situation for reference.
1. New product period:
At this time, the main purpose of advertising is to attract traffic. This stage is to quickly determine the market demand for the product. The second stage is to detect whether it is necessary to optimize the listing. Automatic advertising and manual advertising are opened together, and the bid is slowly raised. The golden period of the new product period is to open up the market with sufficient budget, widely attract traffic, and find the right keywords.
2. Growth stage:
At this time, more focus is placed on manual advertising. In the new product period, the analysis of the advertising report can find out the keywords, and then gradually increase the bidding of keywords from broad, short phrases to precise. If the keywords do not perform well after entering the precise stage, the keywords will be returned to phrases or broad. When the product sets a competitive price, it is higher than the proposed competitive price, but the ACOS is controlled below 30%. When the ACOS of the correct keyword is high, the keyword can be searched through the buyer’s account to find the advertisement for purchase.
3. Mature stage:
If the sales of the product are stable and no longer grow significantly, based on the operation of pre-advertising, the keyword performance is very good, and the keyword bid can be appropriately reduced during the peak season to increase the budget. The advertising ranking will not be greatly affected and can be controlled at around 10%, or even lower.