In the world of Amazon advertising, big words and long-tail words are like two sharp swords, each with its own unique role and value. Big words can bring surging traffic, while long-tail words are more inclined to precise positioning. For cross-border sellers with limited budgets, how to make a wise choice between the two and how to efficiently combine them to maximize advertising effects has become a key issue. This article will explore in depth the selection criteria and delivery strategies of big words and long-tail words, as well as how to use limited budgets to obtain the best delivery effects.
1. What are big words and long-tail words
Big words, as keywords with high search volume and high competitiveness, attract a lot of traffic like magnets. However, this kind of traffic is often accompanied by high advertising costs and low conversion rates. In contrast, although long-tail words have a smaller search volume, they are more targeted and can reach potential buyers more accurately, thereby increasing the conversion rate of advertising.
When choosing keywords, sellers need to comprehensively consider the characteristics of the product, the needs of the target audience, and their own budget. For popular products or brands, big words can quickly increase brand awareness and exposure; while for specific products or market segments, long-tail words may be more effective. Therefore, an ideal strategy is to combine big words and long-tail words to attract traffic and ensure conversion rate.
2. How to select and optimize keywords
1. Data-driven: mining keywords from competing products
By analyzing the keywords of competing products, sellers can gain valuable market insights. Select at least 5 competing products that meet the key attributes and sales requirements of the product, and use keyword tools or ABA data to sort out the top 30 keywords of these competing products’ traffic share.
2. Verify the accuracy and relevance of keywords
Verify these keywords in the Amazon search box to ensure that they are highly relevant to the product. Only those keywords that have more than half of the search results similar to the product should be taken into consideration.
3. Classification management: Build a keyword library
Classify the collected keywords according to different attributes and delivery strategies to facilitate subsequent advertising delivery and management.
3. Advertising secrets: focus on conversion rate
During the advertising process, sellers should always pay attention to the core indicator of conversion rate. By deeply understanding the target audience, optimizing advertising creativity, setting reasonable bidding strategies, and regularly monitoring and optimizing advertising results, the exposure and conversion rate of advertisements can be improved. At the same time, using other features of Amazon Advertising, such as business opportunity detectors, can help sellers more accurately evaluate data such as keyword conversion rates, so as to make more informed advertising decisions.
In the process of Amazon advertising, the selection and balance of big words and long-tail words is a crucial task. Through data-driven strategies, keyword verification and classification management, and always paying attention to conversion rates, cross-border sellers can maximize the use of limited budgets and achieve the best advertising results.