On the Amazon platform, the advertising architecture of standard products and non-standard products needs to be designed differently according to their characteristics. This is because their respective characteristics lead to different traffic and keyword distributions. This article will explore the characteristics of standard products and non-standard products and the corresponding advertising strategy comparison.
1. Characteristics of standard products and advertising strategies
Standard products usually have the following characteristics:
Functional attributes are greater than personal preferences: The purchase decision of standard products is more based on the function and practicality of the product, rather than personal preferences or style preferences.
Traffic words are concentrated and accurate: Customers usually use some specific and accurate keywords when buying standard products, and these keywords have a large and accurate search volume.
Clear shopping goals and usage scenarios: Customers usually have clear shopping goals when buying standard products. They know what kind of products they need and what usage scenarios they need.
Categories are concentrated in specific fields: Standard products are usually concentrated in the fields of home kitchen, tools and home decoration, such as book lights, garden hose, etc.
Advertising strategies for standard products mainly include focusing on search traffic and keyword rankings. By setting up SP keyword ads, especially ads of the exact match type, you can improve the ranking of products in search results and attract more accurate traffic.
2. Characteristics and advertising strategies of non-standard products
Non-standard products have the following characteristics:
Personal preferences are greater than functional attributes: The purchase of non-standard products is more influenced by personal preferences and style preferences rather than the practicality of the product.
Dispersed traffic words: The keywords used by customers when purchasing non-standard products are relatively scattered, not as concentrated and accurate as standard products.
Unclear purchase goals: Customers may not have clear shopping goals when purchasing non-standard products, or they are uncertain about the name of the product.
Wide categories, covering multiple fields: The categories of non-standard products cover multiple fields such as clothing and shoes, men’s and women’s accessories, toys, gifts, and decorations.
The advertising strategy for non-standard products should focus on related traffic to expand the exposure range of products and increase the diversity of traffic sources. By setting up automatic ads, broadly matched SP keyword ads, and ASIN positioning and category positioning ads, you can attract more product-related traffic.
The advertising strategies for standard and non-standard products need to be flexibly adjusted according to their characteristics. For standard products, the focus should be on search traffic and keyword rankings, while for non-standard products, the focus should be on related traffic to attract more potential customers. By understanding product characteristics and market demand and formulating appropriate advertising strategies, advertising effects and ROI can be improved, thereby promoting product sales and growth.