After understanding the mechanism of CPC paid advertising, sellers need to make basic preparations for CPC paid advertising. The preparations for CPC paid promotion mainly include clarifying the delivery target and determining the promotional products, which are described in detail below.
When conducting CPC promotion, sellers need to clarify their delivery targets and select corresponding promotional keywords based on the delivery targets. On the Amazon platform, sellers’ delivery targets are generally divided into two categories: increasing sales and promoting brands.
(1) Increasing sales
If sellers use increasing sales as their delivery target, they need to select some keywords that can accurately attract traffic when placing ads, such as long-tail keywords (long-tail keywords refer to search phrases containing three or more words). Sellers cannot use keywords with a larger scope, such as product terms (product terms refer to the major categories and subcategories of the seller’s products, such as refrigerators) and core terms (core terms refer to words that can accurately express products and have relatively few words, such as Haier refrigerators). Because these keywords with a larger scope will include more products, it will cause sellers to place ads facing buyers that are not their precise target buyers.
For example, baby toys is a commodity word, and this keyword includes many different kinds of toys. Because any toy can be called a children’s toy. If this keyword is searched, it means that the buyer’s shopping intention is not very clear. The seller happens to use this keyword, and because there are many competitors. It is very likely that the buyer will not see the product advertisement, and even if he sees it, he will not buy it. Because the competition for this keyword is too fierce, it will have particularly high requirements for the seller’s weight and bid.
Therefore, when the goal is to increase sales, sellers give priority to the long-tail keywords of the product. Because compared with keywords with a larger range such as commodity words and brand words, long-tail keywords have less competition, clear buyer directions, accurate traffic, and high conversion rate. For example, the keyword baby bath toys 6 to 12 months is a long-tail keyword. When sellers use this keyword for promotion, they can deliver promotional ads to buyers who search for this keyword, so as to make the traffic more accurate and better increase sales. In order for sellers to understand the difference between large words such as commodity words and long-tail words more clearly, the following introduces the difference between children’s toys (commodity words) and children’s toys for 6 to 12 months (long-tail words).
The product term “children’s toys” includes racing cars, building blocks, puzzles, paper cutouts, plush toys, wine balls, teethers, tumbler baby carriage pendants, rattle racing cars, checkers, children’s bicycles, etc. Children’s toys for 6 to 12 months only include teethers, tumbler baby carriage pendants, rattles, etc. By comparing the two, sellers can clearly see which keyword has a more accurate range and is more helpful for sellers to increase sales.
When sellers want to find their own product terms, brand terms and other keywords, they can use keyword search tools such as SellerSprite 2.0, tool4seller, Jungle Scout, and Sonar. I will not go into details here.
(2) Brand promotion
If the seller’s main goal is to promote the brand on the Amazon platform, then they should choose some product terms and core terms with high exposure rates so that their own brand and products can be displayed to as many buyers as possible.
Sellers should note that when choosing product terms and core terms, they should choose keywords that are related to their products. For example, the seller’s brand is a kitchenware product, but in order to maximize brand awareness, the seller chose product words such as books and women’s clothing when placing advertisements. Once Amazon discovers this situation, Amazon will impose very severe penalties on the seller.