How to effectively adjust Amazon advertising strategy to reduce costs and improve efficiency
In the new version of the Amazon platform, the layout of the product details page has undergone significant adjustments, especially the changes in the settings of the advertising slots, which has significantly reduced the entrance to natural traffic. Therefore, sellers must pay more attention to on-site advertising in order to stand out in the fierce competition. The following are several suggestions and misunderstandings on how to reduce advertising costs and effectively manage them.
Key misunderstandings about reducing advertising costs
1. Blindly placing ads
A common misunderstanding is to advertise all products at the same time. Sellers need to pay attention to the input-output ratio, as there are differences in market performance and profit levels of different products. Carry out targeted advertising for hot-selling products, while adopting a more cautious strategy for slow-selling and low-profit products.
2. Infighting between automatic and manual advertising
Running automated and manual ads at the same time may lead to internal competition. However, the exposure paths of these two advertising forms are different, so there is no need to worry too much about competition between them. Even if multiple ads are displayed side by side, if the input-output ratio of each ad is reasonable, a better overall advertising effect may be achieved.
3. Stick to static thinking after advertising settings
After setting up the advertisement, sellers should not take it lightly. Although advertising can bring traffic, the increase in sales also depends on the overall performance of the product. In order to improve the conversion rate of advertising, sellers should continue to pay attention to advertising performance and optimize keywords based on click-through rate and exposure.
About the adjustment strategy of advertising budget
1. Determine a reasonable daily budget
When setting a daily budget, the amount should be greater than 20 times the single bid to ensure that the ad can be online for at least 16 hours a day to maximize performance.
2. Adjust budget in real time
Many sellers mistakenly believe that there is no need to change the daily budget once set. However, the budget should be flexibly adjusted based on real-time sales: if sales are good, the budget should be increased appropriately, and otherwise, the budget should be reduced to reduce expenses.
3. Adjust bidding by time period
It is important to allocate your advertising budget appropriately. By raising your bids during peak sales periods and lowering your bids appropriately during other times, you can effectively reduce unnecessary ad spend and ensure your budget is used more efficiently.
In the current increasingly competitive market environment, only through refined advertising management and reasonable budget settings can sellers truly achieve a high-quality cycle of input and output and continue to promote sales growth.