1. How to get keywords
In fact, advertising is very simple, but the difficulty lies in whether you can control keywords. Keywords mainly come from three aspects: the first is the drop-down front-end search box, which basically covers all keywords; the second is the competitor Search Te, which can be captured using some third-party keyword tools. Sellers must analyze at least 5 to 10 keywords in the back-end of competitors; the third is ARA data, which is the authority of VC and VE accounts. Sellers only need to pay an annual fee of $30,000 to Amazon each year to know which sub-category is the hottest under each category, which category’s keywords are rising the fastest, what are the words of other listings, and what are the words with the highest click-through rate. This data is the most efficient. With this data, you don’t need to do any word testing. Sellers can purchase this data through various channels.
2. Calculate the advertising time and budget
Here we mainly talk about the time of launching advertisements. Taking the US site as an example, generally speaking, advertisements must be launched during the peak purchasing period of American buyers, and the advertising bids must be raised. Some sellers raise their bids during the day (Beijing time) to make their ads appear on the homepage. This is a wrong approach because there is a time difference between the United States and China, and the daytime in Beijing time is just the nighttime in the United States. However, the seller’s ads are on the homepage, and the advertising fees are continuously spent. It is very likely that the clicks are from competitors. Therefore, Chinese sellers try to raise their budgets during the peak buying period of American buyers. After the budget is raised, it will take effect half an hour later. Many people will adjust the bids of sellers at night and find that the bids at night are much higher than those during the day. Although the bids can be lowered during the off-peak period of buyers, do not turn off the ads. It will be difficult to reach the previous data after the ads are turned off and then turned on again.