In the highly competitive Amazon advertising market, sellers aim to achieve multiple goals through the placement of extensive advertising, including promoting natural keyword rankings, maximizing profits, and improving the ranking of the product category. The following is a detailed analysis of these goals and the corresponding practical guide.
I. The purpose of Amazon’s extensive advertising
1. Promote the ranking of natural keywords
Goal analysis: Through the placement of extensive advertising, sellers hope to improve the ranking of products in natural search results, increase exposure and natural orders.
Practical guide:
Set clear goals: Sellers need to clarify their goals before advertising, whether to increase orders or reduce ACOS, which will help choose the right advertising strategy.
Keyword selection: Choose keywords that are highly relevant to the product and have search volume. Long-tail keywords help to target the target audience more accurately.
2. Profit
Goal analysis: Advertising is not only a tool to promote products, but also a tool to make profits. By reducing ACOS, sellers can make advertising profitable.
Practical Guide:
Comprehensive Consideration: Not only pay attention to the ACOS of advertising, but also consider the proportion of total sales to ensure that the input-output ratio of advertising is high.
Profitable Product Selection: Avoid losses and choose products with higher profit margins for advertising. Consider factors such as product profit and customer unit price.
3. Improve the ranking of categories
Goal Analysis: Advertising attracts more orders, thereby improving the ranking of the category to which the product belongs and enhancing brand influence.
Practical Guide:
Setting advertising budget: Reasonably set the daily advertising budget to avoid excessive advertising spending. Adjust the budget according to actual conditions to balance the effect and cost.
Bidding Control: Ensure that the advertising bid is within the control range so as not to lead to excessive costs. Balance the advertising ranking and click cost.
II. Operation Guide for Amazon Broad Advertising
1. Set precise keywords:
Keyword selection: Ensure that the keywords are highly relevant to the product to avoid too broad a diversion.
Traffic precision: Focus on introducing high-quality traffic with willingness to buy, rather than just pursuing quantity.
2. Set daily budget:
Avoid advertising: Reasonably set daily advertising budget to prevent excessive advertising spending, resulting in uncontrollable costs.
3. Control advertising ranking:
Balance bid and ranking: Bids should not be too high, maintain a reasonable bidding level, and control advertising ranking within a range that can balance effect and cost.
4. Formulate advertising strategy:
Choose appropriate goals: According to the current situation of the store, choose whether to optimize natural ranking, improve category ranking or achieve profitability.
Advertising combination strategy: Try different advertising combinations, such as Sponsored Products advertising and Sponsored Brands advertising, to achieve the best results.
In the placement of Amazon’s extensive advertising, sellers need to clarify the multiple goals of advertising and achieve these goals through reasonable advertising strategies. Accurately selecting keywords, setting budgets reasonably, and controlling advertising rankings are key steps for sellers to successfully operate advertising. At the same time, we must continuously optimize advertising strategies and flexibly adjust them according to actual conditions to achieve the best results of advertising.