Product promotion advertising is conducive to increasing product sales. For new products, it can increase product exposure opportunities and thus improve product conversion rates. However, although product promotion advertising plays a huge role, if sellers do not have the correct ideas and methods for advertising, it will also cause unnecessary waste. Therefore, sellers should have certain strategies when advertising.
1. Do not choose products with too low unit prices
In order to maintain the balance of product prices, there will be a combination of high-priced and low-priced products in the store, but when choosing advertising products, low-priced products must not be selected.
The high unit price of the product means that the product has a higher profit. Only high profits can support advertising expenditures, thereby achieving the effect of advertising output exceeding investment.
2. Prefer styles (colors) recognized by the public
For variant products, give priority to styles (colors) recognized by the public, do not put out all variants, and do not choose products with seemingly individual styles (colors) that have few audiences.
No matter what the product is, no matter how many styles or colors it has, there will be some styles or colors that are more in line with the public’s aesthetics, which are usually called mass models. Place advertisements for these products, and use these products to import traffic to the Listing. If the buyers who click in have personalized needs, they will naturally pay attention to the personalized models in the variants. Therefore, sellers do not need to place advertisements for personalized models to cater to the personal preferences of individual buyers. Although this can attract the buyers’ attention, it may not achieve good conversion.
3. Keyword selection
4. Adjust bids
In the process of placing advertisements, avoid constantly changing the advertising bids. Each adjustment of the advertising bid by the seller must be based on sufficient data analysis. The larger the data, the more objective the information the seller obtains from the data. In addition, sellers should adjust the advertising bids step by step to avoid large increases or decreases. Generally, it is sufficient to increase or decrease the original bid by about 20% each time.
In order to minimize the waste of advertising costs, sellers can adjust the advertising bids based on ACOS (the ratio of advertising expenditure to sales revenue). Sellers can compare the actual ACOS with the target ACOS to decide how to adjust the advertising bids.
The actual ACOS is greater than the target ACOS, indicating that the advertising expenditure is high. You should consider reducing the single bid for advertising appropriately. During the adjustment, observe whether the advertising expenditure can be reduced without significantly affecting sales.
The actual ACOS is less than the target ACOS, indicating that there is still room for the advertising budget. If the exposure and traffic of the advertisement are small, the seller can consider appropriately increasing the single bid for advertising, and then observe whether the advertising price increase improves the conversion of the listing.
5. Listing optimization
The purpose of placing advertisements for products is to allow the products to be displayed at the front of the search results page, so as to obtain better exposure and traffic. However, if the product details page is not well done, it is difficult to achieve the purpose of attracting traffic and converting orders. Therefore, when selecting a product for advertising, you must first ensure that the listing of the product is complete and attractive, and the settings of pictures, titles, five-element characteristics, Search terms keywords, product descriptions, etc. must be accurate and detailed. The most important thing is to optimize the main picture, because whether it is search results or advertising display, the main picture is the most critical factor, which is the primary condition for attracting buyers to click.
Secondly, the number, quality, and star rating of product reviews will also have a certain degree of impact on customers’ purchasing intentions. If a product does not have any reviews, even if it is pushed to the homepage through advertising, it will appear to lack persuasiveness; although orders will be generated, some buyers who like to look for evidence will be lost in the process of closing the deal. They often believe that “the more reviews, the more people buy it, and the higher the rate of positive reviews, the more customers recognize the product.” Therefore, if a listing has no reviews, it is very disadvantageous. Therefore, when sellers advertise a product, they must create some good reviews for the product.