In terms of early strategy, after selecting a product, many merchants will observe whether the product has potential based on the size of the natural traffic, and then decide whether to choose advertising. However, this strategy is not static. Taking a brand store as an example, the start of product sales means that the products can be advertised with pictures and texts, so the early strategy should be different from that of ordinary stores.
Brand store: Advertise as soon as it is put on the shelf, complete graphic and text ads as soon as the order is placed, close the ad, and observe subsequent data changes to decide whether to turn on the ad again.
Ordinary stores: No advertising on the shelves until subsequent data changes are observed to decide whether to enable advertising again. In the mid-term strategy (generally 12 weeks after the launch), if the operator discovers a good product or a “potential model” (“potential model” means that the upward trend in the traffic of this style is in line with the trend of hot products, or the style is converted into rate is much higher than the average), then the operator needs to do the following operations at this time:
Select the most popular sub-products for automatic advertising
Brush long descriptions. Direct review.
Optimize pictures and texts for brand stores/Add high-definition detailed pictures of products to the product picture list, improve the Q&A column at the bottom of the product page, and carefully answer customer concerns.
< p>Add sub-product variants, and the variants are related products.
Contact “influencer” or “fan” customers and ask them if they are willing to do a good review of your product.
When the above operations are completed and product sales have increased significantly, it is necessary to implement the post-stage strategy. Note that the post-stage strategy here does not include FBA. This is because FBA stocking is not only costly but will also increase the refund rate. On the premise of controlling FBA inventory, try to use more effective and cheaper operating strategies:
Reduce the cost of word clicks for automatic advertising, and select high-click words for manual advertising based on advertising reports
Brush image + long descriptive review.
First select non-hot-selling products and send a small amount of FBA (let the “prime” logo appear on the product selection interface). “Internet celebrities” and “fans” customers write good reviews.
Brand stores can choose headline ads to promote the above content on the premise that the product quality is up to standard and FBA is in stock. The above content is for advertising in the early, middle and late stages. Operation idea, the following is the specific operation method