In Amazon sales, successfully getting product keyword advertising positions on the homepage is the result of sellers’ efforts, but sometimes there is a situation where exposure is high but orders are scarce. What is the reason? This article will analyze this problem from multiple angles and provide corresponding optimization strategies to help sellers increase product sales more effectively.
1. Confirm whether the advertising position is really on the homepage
First, sellers need to make sure that the advertising position is really on the homepage. Frequent use of the same computer, the same IP, and the browser to search and click the same link may cause the advertising position to appear on the homepage, but this is just an illusion. By changing the browser, computer, or using a third-party tool to query, confirm whether the keyword advertising position really exists on the homepage.
2. Analyze the reasons for high exposure and scarce orders
1. Link quality issues
High exposure and low conversion may be due to poor link quality, especially for novice sellers who may lack brand effects and comments in the early stages of promotion, and it is difficult to compete with other big brands on the homepage. At this time, it is recommended that sellers reduce advertising costs and adjust to a position suitable for their own orders.
2. Imprecise keyword selection
If the keywords for promotion are not accurate, the order volume of the product will be very low. Sellers need to ensure that the keywords match the actual needs of the product to improve the conversion rate. Avoid choosing overly general keywords so as not to cover irrelevant needs of the product.
3. Product selection issues
Serious product homogeneity or lack of outstanding selling points may lead to low click-through rate and conversion rate. In this case, sellers can optimize the main picture of the product to highlight the difference with competing products and increase the click-through rate. At the same time, reduce the budget and bid, reduce invalid spending, and optimize the product selling points by analyzing competitor reviews and Q&A.
Three, optimization strategies
1. Determine the right advertising position
Don’t blindly pursue rankings, but find an advertising position that suits you and consolidate it. By reducing the budget and bid, find the appropriate exposure position and avoid invalid spending.
2. Accurately select keywords
Ensure that the keywords for promotion accurately match the actual needs of the product to improve the click-through rate and conversion rate of the advertisement. Avoid choosing overly general keywords and focus on the core selling points of the product.
3. Optimize product pages
By optimizing the main product image and description, highlight the difference and attractiveness of the product. Create a good product page to increase users’ desire to buy.
4. Pay attention to competitors and market dynamics
Regularly pay attention to the movements and market trends of competitors, learn from their advantages, and flexibly adjust your sales strategies.
In the fiercely competitive Amazon platform, sellers need to always maintain market sensitivity and improve the competitiveness of their products through optimization strategies. Only by constantly optimizing their products and paying attention to market changes can they better adapt to changes in the algorithm rules of the Amazon platform and increase product exposure and sales.