Product selection and advertising have always been a pain point for Amazon sellers, especially for sellers in the clothing category. Since the average customer price of clothing is relatively low and there is a clear sales cycle, if sales cannot be increased in the short term, then the advertising costs will be equivalent to a waste of money. Therefore, some sellers over-pursue the ACoS of advertising from the beginning, hoping to reduce advertising costs while increasing traffic and order volume. This makes sellers timid in the process of advertising operations, resulting in a long-term insufficient advertising budget for links, and ultimately miss the best time for promotion.
The reason for this is that sellers did not correctly position the advertisements from the beginning. Whether it is promotion or advertising, the essence is to exchange money for time. Especially for new sellers, when the early product selection and operation capabilities are insufficient, only through advertising can you see the real performance of links and products, and obtain early orders and buyer search keywords, which is convenient for later optimization. Sellers can select keywords by analyzing long-tail words with high exposure and low click-through rate. In other words, if long-tail words are searched by buyers, it means that buyers have a clear demand for purchase. If the search volume is large enough, sellers can consider selecting products from this direction.
For example, automatic ads will be matched and delivered according to the keywords in the link’s title. There are four ways to match Amazon ads’ keywords: close match, broad match, related products, and similar products.
We can see that in close match and broad match, automatic ads will be delivered on the keyword search page, and the report will obtain the keywords searched by the buyer; while in related products and similar products, automatic ads will be delivered on the product details page, and the report will obtain the ASIN of the delivered product. Currently, Amazon can directly see the products corresponding to ASIN in the background. If most of the traffic comes from ASIN, sellers can refer to competitor links to optimize keywords.
The reason why the role of advertising in attracting traffic is emphasized is that although the clothing category is a non-standard product, the substitutability between products is very high, especially for women’s clothing. When buyers search on Amazon, they rarely have absolute purchasing intentions. For example, if a buyer searches for summer women’s skirts, even the A9 algorithm cannot determine the buyer’s actual needs. Therefore, in addition to searching for the top 4 keywords, Amazon has also added three modules: Amazon Recommendation, Self-operated Selection, and Editor Recommendation to recommend styles of interest to buyers. If the buyer searches for summer casual dresses, this adds one style word and the number of recommendation modules is reduced to two. It is not difficult to see that the more precise the search terms, the fewer recommendation modules there are.
At the same time, the more precise the search terms, the less traffic there is. During the browsing process, buyers are likely to become interested in other products and eventually complete the purchase. The current competition is becoming increasingly fierce. If there is no advertising promotion to help products appear on the homepage of search results or in a more prominent position, it is difficult to increase link clicks through natural traffic. Therefore, sellers must conduct systematic and refined operations on advertising.