Data shows that advertising is a must, but it is not something that can be done just by saying it. Amazon has certain requirements for sellers to set up advertising products, which must meet the platform standards of “RRASIN”, including:
1. ASIN is on sale;
2. It cannot be a prohibited category for CPC advertising;
3. ASIN has a shopping cart, preferably an FBA product.
Of course, if sellers want to ensure the effectiveness of CPC advertising, it is best to add 3 additional conditions, namely:
4. At least 15 user reviews, and the review score is higher than 3.5 points;
5. The content of the ASIN product page has been optimized;
6. There are at least 5 high-quality main pictures and sub-pictures.
CPC advertising display
Because our team is working in both domestic and foreign markets, I will often pay attention to and compare the changes in the rules of domestic and foreign e-commerce platforms. For advertising positions, we compare Taobao and Amazon to understand the differences between the platforms from the layout of advertising positions.
1. Taobao advertising
Thanks to Alibaba’s group resources, Taobao’s advertising tentacles are very few, and are divided into Alibaba’s internal and external sites.
?Alibaba’s internal sites mainly refer to Taobao, Tmall and other Taobao platforms, which are the main advertising platforms for Taobao sellers. The forms of advertising include CPC (through train), CPM (Zhi Zuan/Pin Xiao Bao), CPS (Taobao Affiliate), CPA (action payment), CPT (time payment), DSP (advertising platform), DMP (Advertising data).
? Ali’s off-site mainly refers to traffic media such as UC Browser and Youku Video under Ali. Common forms of advertising are search bidding, information flow and video stickers. In addition to its own direct forces, there are many other partners, mainly non-Ali cooperative media resources, through Uni Desk (similar to DSP) ) to place advertisements on cooperative media traffic.
Through Alibaba’s advertising system, you can see that the operating expenses of domestic e-commerce sellers will be more scattered and the cost remains high.
2. Amazon Advertising
Compared with Taobao, Amazon’s advertising system is more restrained, and the display effect of advertisements is not much. It has only gradually enriched the advertising style in recent years. After all, Amazon is also responsible for the task of “sending CEOs to immigrate to alien planets”, so it needs to save more money. However, I think Amazon’s advertising layout has not reached the level of “overwhelming” of some domestic platforms. Let’s take a look together.
Amazon advertising is also divided into on-site and off-site:
?On-site advertising includes 3 types: PSA (keyword advertising), BSA (brand advertising), and DSA (targeted advertising). On the keyword search list page, there will be more advertising display positions.
On the listing details page, the advertising display positions will be integrated into various sections of the product details.
?Off-site advertising relies on Amazon Alliance and major media network DSPs.