What role should advertising play on Amazon? How does Amazon view advertising? How do customers view advertising? How should we view advertising?
1. A brief discussion of one of Amazon’s core ideas, light advertising
In the entire Amazon A9 search engine ranking system, shopping has always been the core function.
Amazon has always made adjustments to the page arrangement based on customer transactions and conversions. When customers search for any product, Amazon will always recommend a lot of related or even similar products for customers to choose from. Therefore, Amazon has been working hard to give customers more choices. The ultimate goal is to make purchases through these rich choices. and transformation.
From the moment the customer starts browsing a product to the time the customer adds a product to your shopping cart, the page will display a lot of related or identical products, while constantly reminding the customer, “There are still some choices here. If you are not satisfied, you can look at it again.” This is a very simple trend, using convergence psychology to allow customers to buy better products and more products. This is how Amazon forms more orders through associated recommendations.
In addition to related recommendations, next to the listing ranking of each product page, we can easily find various rankings for that type of day. Next to the various ranking pages, there is a newly published hot-selling ranking recommendation. Various recommendations emerge in an endless stream, constantly stimulating consumers’ desire to buy and paralyzing the rational nerve of customers. Different products are repeatedly displayed to customers. Eventually the deal was made.
For any buyer, as long as he has searched for any product on Amazon, the next time he comes to Amazon, the product he last viewed will be directly displayed to him, along with related information. The product is recommended to him and Busi reminds the customer to pay attention to it again. Such repeated stimulation eventually leads to customers’ shopping behavior. It is these repeated, cross-cutting and precise recommendations that greatly increase customers’ purchase frequency and purchase quantity. Of course, these actions are done from the customer’s perspective, rather than forcing products onto customers. Customers will not feel the slightest discomfort during the entire shopping process.
As for advertising, Amazon’s advertising format is very simple. For every customer search, there will basically be only a few advertising spaces, and some categories even do not allow advertising. Fewer advertising displays make customers less repulsive towards Amazon. It can be said that Amazon is well aware of the psychology of European and American users who reject advertising, and the transactions brought about by more accurate and intelligent related sales recommendations create far more revenue for the platform than advertising.
2. How to treat advertising on Amazon
For advertising on Amazon, we should do the following.
First of all, let’s talk about whether to do it and when to do it. First, we need to make it clear that advertising is definitely needed, because death is the most useful stepping stone. Sales of new products usually start with this.
Second, we need to understand when to advertise on Amazon. It is not recommended to advertise right away. Instead, you should advertise after you have reviews and a good product page.
Secondly, let’s talk about what should not happen when advertising on Amazon.
First of all, don’t have a shihao mentality and think that as long as you increase the bid, you will be able to push your ad ranking up. This is not the case. Amazon’s advertising display and search ranking display are similar, and both have their own ranking system. Search rankings are determined by factors such as sales volume, conversion rate, and relevance. Advertising ranking rules are not only determined by the single factor of bid. It is determined by the performance of the product itself, the performance of the ad, and the bid. form marketing. Moreover, Amazon’s advertising placements are rotated several times a day and will not always be occupied by a certain seller. Moreover, the weight corresponding to the performance of advertisements and products is much higher than the bid.
For Hutai, everything is for better conversion rate. The ultimate goal is to strive for more sales, not advertising fees! Therefore, it is impossible for Amazon to rank you first just to earn a few click fees regardless of the customer’s feelings. So in Amazon, whoever has good conversions, whoever has a high account weight, and whoever can bring in more sales will have more opportunities to rank at the top.
Second, don’t put all your hopes in advertising. There are a lot of people who spend hours a day on ads, but their ads still perform poorly. Why? Advertising is really just a stepping stone. No big seller relies on advertising to sell its products. In fact, advertising itself is just a sales promotion technique. Its function is only to increase the exposure and traffic of the product, but it cannot absolutely increase the conversion rate, and it has no obvious improvement effect on the competitiveness of the product itself. Among the main factors in product sales, traffic ranks behind.
Traffic is brought through advertising, and the key depends on the conversion rate of the product. Without a good conversion rate, relying solely on advertising traffic to save your sales is tantamount to drinking poison to quench your thirst. What we should consider is how to improve the competitiveness of the product itself and make the product king. Once you have a good product and do all kinds of marketing, you can get twice the result with half the effort, otherwise it will be wasted money.
Third, we must be responsible for advertising. When we talked about automatic advertising, we already mentioned that you must not let automatic advertising go unchecked, otherwise it will only be your wallet that suffers. Automatic advertising is not truly “automatic”. We need to check reports regularly to optimize advertising and even supplement products. It is too irresponsible to just check whether the automatic advertising money is enough every day.
Fourth, don’t open ads as soon as it is put on the shelves.
Today’s customers have been accustomed to us. Customers have changed us, and we have also changed our customers. Customers will check the Reviews of each product, so products without Reviews are incomplete products. The products must be completed before being presented to customers.
So, if we open advertisements, we must remember not to fall into the above misunderstandings and not waste money in vain without knowing what is going on.