Basic introduction to on-site advertising
Amazon’s on-site advertising is the most mature and fair advertising system among cross-border e-commerce platforms. The platform will not rank the seller’s products on the homepage just because the seller bids high. Instead, it will determine the ranking based on the product’s conversion rate and the real feedback from buyers. In addition, the platform will not rank the seller’s products just because the seller bids high. Collect advertising fees from sellers.
Amazon’s on-site advertising requires the seller to have a shopping cart, that is, only the seller is the holder of a self-created Listing to enable advertising permissions. Because on-site advertising matches products automatically or manually with keywords, the conversion rate is higher. . The charging method is based on click charges, that is, there is no charge for product page display, and charges are only charged when the buyer clicks, and the fees charged for invalid clicks will be returned to the seller after 24 hours.
This section first introduces the display positions of the three types of advertising: automatic advertising, manual advertising and title search advertising. Sections 9.2 and 9.3 will explain how to create ads and how to create them in the order of automatic advertising and manual advertising. Advertising considerations.
The placement of automatic ads is often matched at the bottom of competitor products.
The location at the bottom of the Listing details page should be familiar to sellers who have uploaded products. The number 1 indicates in English that this is a sponsored advertisement. Because the automatic advertisement matches the keywords set by the Listing, it is usually below the competitor’s product. On the contrary, if the seller finds that his product is matched below the irrelevant Listing, Then check the keywords for correctness and accuracy.
The number 2 refers to more sponsored advertising products in the future. Because the placement of automatic ads is related to the seller’s bid, the product with the highest bid and best performance will be ranked first on the left. , turn to the right.
The placement of manual ads is often matched on the homepage or second page, and sometimes below the Listing.
When searching for the word Sunglasses (sunglasses) on the Amazon US site, the four products in the first row of the first page are sponsored ads, ranking in front of many natural rankings. It can be seen that the traffic in these positions is big. The general order of display is the top of the search results, the bottom of the search results, the right side of the search results, and the middle of the search results.
Manual ads match products according to the keywords selected by the seller, so the traffic is the most accurate. It is not recommended to choose words like Sunglasses for newly launched products by the seller. You can choose long-tail words, such as Sunglasses for Men. (men’s sunglasses), Sunglasses for Kids (children’s sunglasses). Although the traffic will be less, the traffic brought by keywords is very accurate. New products launched by sellers often have no reviews and sales, so they are not very competitive. Choosing such keywords is more suitable for early operations.
The following is the Headline Search Ads currently promoted by Amazon. Headline Search Ads allow Amazon sellers to obtain the best product exposure position on the platform.
The box area shows the display position of the title search ad. This position is higher than the display position of the manual ad, and can display 3 products at a time. Title search advertising is Amazon’s traffic portal for brand promotion for third-party sellers on the platform. It is suitable for product brand promotion and expanding brand awareness. It is very suitable for the needs of Chinese brands to “go overseas” in large numbers, rather than attracting traffic to just one product. This is the essence of headline search advertising, and sellers need to understand it correctly.
Title search ads are also displayed according to the keyword bid. If the product bids high, it will have a better chance of being displayed in this position. If the bid is low, it may be placed at the bottom of the page, and It can be displayed immediately on both PC and wireless mobile phones.