When many new products are just launched, sellers find that there is no traffic, so they want to immediately place advertisements to obtain the first wave of traffic. This idea is certainly not wrong, but it is a bit too hasty. Because not all new products need to be advertised immediately after they are launched, we need to consider the effect and cost after the advertising is placed. If the current status of the product is not suitable for advertising, forcing advertising will only lead to a significant reduction in the advertising effect. The two most important indicators of PPC advertising are advertising ranking and actual click-through charges, both of which are determined by the CTR (effective click-through rate) and CVR (conversion rate) of the advertisement. If the seller cannot guarantee that the current status of the product will have a good CTR and CVR once the advertisement is placed, then placing advertisements will affect the advertising ranking and actual click-through charges, and the return on investment of PPC advertising will never be positive in the long run!
What conditions are required for placing PPC ads? Are there any relevant standards?
①High-quality product pictures.
②High-quality product pages with relevant keywords, rich information, and both searchability and readability.
③ There should be at least 10 positive reviews, and the overall product star rating should not be less than 4.5 stars.
④ There should be no negative reviews on the homepage, and it is best to have a product unboxing video in the homepage reviews.
⑤ There should be at least 3 Q&A questions and answers, and each question should have at least 2 answers.
⑥ Use skillful pricing. Sellers can refer to competitors and consider the product life cycle, etc. For example, if the product life cycle is short, the price in the early stage does not need to be too low, try not to lose money, and the low price time should not last too long; if the product life cycle is long, you can consider giving the lowest price in the early stage, which is lower than that of competitors, and first improve the advertising and natural ranking in the early stage, and then slowly increase the price!
In my opinion, it is best for the product to meet the above conditions at the same time before advertising. In addition, in the process of advertising, we also need to ensure that the product always meets the above conditions. If the product cannot meet the above conditions for some reasons, for example, there are negative reviews on the homepage and the overall star rating drops below 4 stars, we must pull the star rating back as quickly as possible and click down the negative reviews, otherwise it will inevitably affect the effect of advertising in the long run.
Hard conditions are relatively easier to understand, such as at least 10 positive reviews, 3 Q&A questions, etc., because they point out specific numerical indicators, and sellers only need to work hard to achieve these indicators.
Soft conditions are relatively more complicated and more difficult to complete, such as requiring products to have high-quality main pictures and flexible pricing. For main pictures, it is difficult for us to judge what is high-quality and what is problematic, and we often face choices. For example, I think both pictures are good, which one should I choose as the main picture? A/B testing can solve the above problems well.
Amazon A/B testing is also called split testing or group testing. We will select a variable, such as the main picture of the product, and then keep other variables unchanged, but adjust the only variable of the main picture, and compare the difference between product conversion rate and effective click-through rate under different main pictures over a period of time. The main picture with better data performance should be the one that meets the soft condition of “high-quality main picture”. In addition to the main image variable, other variables including title, five-point description, product description, background keywords, etc. can be tested according to the logic of A/B testing. Generally speaking, after preliminary research and careful selection, coupled with the optimization of A/B testing in the later stage, it is not difficult for the product to meet the soft conditions mentioned above!