1. Common advertising optimization ideas and their advantages and disadvantages.

First of all, when automatic advertising is turned on, Amazon will match its advertising keywords based on the keywords and titles of the product listing itself, and then expose the listing under searches for the corresponding keywords. The keywords/titles selected by Amazon’s automatic advertising system already have high accuracy, so you can turn on automatic advertising for a period of time, then download the advertising data report of automatic advertising, and compare those reports with better performance. Keywords (such as words with high exposure, high search volume, and high conversion) are filled in the keywords of manual ads, and some keywords with poor performance (words with high clicks, low relevance, and low conversion) are eliminated. This advertising processing mechanism is a basic advertising optimization operation, and its advantages are as follows:

(1) It can avoid the waste of marketing expenses caused by the exposure of certain keywords with ultra-low conversion rates.

(2) You can directly find keywords suitable for exposure and use them as keyword sources for manual advertising to enhance exposure.

But the shortcomings are also obvious:

(1) It is impossible to obtain keywords that can be manually exposed in a short time.

(2) Over-reliance on advertising exposure algorithms, and its operation process does not refer to other data sources.

2. Explanation of automatic advertising and manual advertising operation logic.

In the background listing settings, there are a total of 6 ad exposure text sources with keywords and titles, and the logic of automatic advertising. Among these words, select “qualitative nouns + 1~2 regular adjectives” with very large traffic “For product exposure and promotion, the scope will generally not exceed high-traffic keywords, that is, traditional “big words”.

When automatic advertising is exposed for a period of time, we need to pay attention to a problem, that is, the serious difference in exposure logic between automatic advertising and manual advertising. The words picked out by the automatic advertising report are indeed qualified manual advertising keywords, but the source of their exposure clicks comes from those broad words with high traffic, and the customer clicks are also clicked through the recommended links below other listings. Take “dress” as an example, the customer’s click logic.

If the listing that the customer clicks happens to be the listing we use for automatic advertising, then dress will appear as a click and billed in the advertising report. This is the source of traffic for automatic advertising. However, manual ads are more about occupying the top column of each search.

The same search is for dress. If you put this word into a manual ad and choose to be willing to pay +50% of the cost per click to get the top column, then when the cost per click is high enough, the product listing will be It will be displayed directly in the top column.

3. Manual advertising operation ideas and methods (single picture listing).

Note: The advertising optimization methods for multi-main image listings and single-main image listings are completely different (the advertising optimization methods for multi-main image listings refer to the mid- and late-stage advertising strategies). There are two operating ideas for manual advertising with a single main image listing:

(1) Improve the ranking of ad columns that match high-traffic keywords.

This article only needs to follow the conventional optimization methods. With reasonable pricing, the product listing link can be ranked higher in “Sponsoredproducts related to this item”, and the number of exposures will also increase. General automatic advertising The matching keywords are basically “big words”. Although these words occupy a large amount of traffic, they have extremely high competition from sellers and have a low conversion rate. For example, “dress” on Amazon has very large traffic, except for big-name sellers. No one is willing to spend 1.5 to 2 US dollars to click and grab the top search field of “dress”, because it is basically a loss-making transaction, and the 1,000 US dollars may be spent in just ten minutes and it will not bring many small orders (because of the traffic). The bigger it is, the more customers are just looking at it without any intention of purchasing)

(2) Improve the search field ranking under the matching traffic keywords

< p> This article is a difficulty in manual advertising operation. Assume that the five rows of keywords for the product are: sexybaggytshirt for women, cotton short sleeve cropped top tees t-shirt, slim fit scoop neck short sleeve: I-shirt, lightweight chiffon casual round neck. tunic top, summer loose fit sweatshirt tunic. Counting the individual titles, there are 6 texts in total, then match all short combinations of these 6 texts, for example:

baggy t shirt

short sleeve t shirt

cropped fit t shirt

loose fit t shirt

….

Then, search for these on Amazon Short combinations until your own products can be searched through certain short combinations (when a listing is growing, it will inevitably have good search rankings on certain keyword combinations due to the increase in unit volume and ranking). There is no short combination that can directly search for the product. You can add 1 or 2 texts included in the original listing keywords to strengthen the search. If the product listing still cannot be searched, it means that manual advertising operations are not suitable at this time. After finding certain combinations, you can search for product listings, for example:

short sleeve round neck baggy t-shirt

loose fit scoop neck sweatshirt

summer slim fit lightweight casual t shirt

……

Exclude high-traffic words that have appeared in automatic advertisements, split long combination words, and delete useless words. For example, split short sleeve round neck baggy t-shirt into short sleeve baggy t-shirt, split summerslim fit lightweight casual t-shirt into lightweight casual t-shirt and slim fit casual fshirt, and then use these words to search for product links and compare the searches. As a result, select the phrase corresponding to the best search result and fill it into the manual advertisement, and select +50% unit price to win the top search field.

Criteria for judging the quality of search results:

The greater the phrase search popularity (Google Trends), the better.

The higher the listing search ranking, the better.

The more popular or other excellent listings on the same page as the product listing, the better.