In the latest version of Amazon platform, Amazon platform has adjusted the layout of product details page. The biggest change is to change the two columns of “watch again and again” and “buy again and buy” to “4 stars and above” (four stars and above) advertising position. This adjustment means that the natural traffic entrance is reduced. In order to operate well and create popular products, the role of in-site advertising is more important. At the same time, more sellers will put more ads to compete for orders, which will inevitably lead to more and more fierce competition for in-site advertising. If there is no refined management and targeted advertising optimization, the final result may be “no money after investing”.
If you want to reduce advertising costs, you must have the ability to self-correct in the process of advertising, avoid the following misunderstandings, and be able to optimize the problems in advertising
1. Misunderstanding 1: All products in the store are advertised
Advertising must pay attention to the input-output ratio. In a store, there are hot-selling products and unpopular slow-selling products; there are high-profit products and low-profit products. Different products should be created with different methods. Putting all advertisements in one size fits all will only cause waste and reduce the advertising efficiency. Therefore, before placing advertisements, a comprehensive analysis should be conducted to select products with high absolute profit and large market space for key advertisements, while products with low unit price and low profit should be treated with caution.
2. Myth 2: Placing automatic and manual advertisements at the same time will cause internal competition in the store
In theory, placing advertisements for multiple similar products at the same time will indeed cause competition between each other, and placing multiple different forms of advertisements for the same product at the same time may also cause similar situations. But don’t forget that the exposure path of automatic advertisements and manual advertisements is not exactly the same, and the keyword quality scores in different advertisements are different. In this way, even multiple highly similar advertisements from the same seller may not be displayed on the same page, and there will be no competition between each other. In addition, we can also set different bids for different advertisements, and use the difference in bids to display products on different pages.
From another perspective, even if multiple ads are placed side by side and compete with each other on the surface, if the input-output ratio of each advertising campaign is cost-effective, this is also a good result.
3. Misunderstanding 3: After the ad is set up, you can just sit and wait for sales to increase
It should be noted that although advertising can bring exposure and traffic, it cannot directly bring orders. The reason why sales increase depends largely on the performance of the product itself.
In advertising conversion, “internal strength” plays a very important role, and “internal strength” is product optimization, that is, the perfect display of the product details page
In addition to the performance of the product itself, sellers should also pay attention to optimizing the advertising plan. Generally speaking, the conversion rate is poor in the early stage of advertising, and the ACOS value is often relatively high. This requires sellers to observe and summarize more, and decisively abandon words with low conversion rate, low exposure, and no click-through rate, and add newly discovered words with strong pertinence and more accurate matching to the advertisement in a timely manner.
Through continuous advertising optimization, the conversion rate will gradually increase, and the ACOS value will decrease. The effect of advertising will become better and better with the optimization of advertising. Sellers will gradually find that they can bring more sales with lower investment, and a virtuous cycle will form a situation where “the strong will always be strong, and the strong will become stronger”, which is the effect that advertising should achieve.
When placing ads on Amazon, the free-range mentality is absolutely unacceptable. It is correct to make every ad placement accurate and effective with care and effort.
Through the above analysis, it is not difficult to find that in-site advertising can play a very important role in sellers’ active traffic diversion and sales increase in operations, but in order to achieve better operational efficiency, we still need to optimize advertising based on data for a long time.