On the Amazon platform, in addition to the efficient and aggressive approach that pursues rapid ranking improvement, there is also a robust advertising strategy that is suitable for those with limited budgets who want to steadily increase their rankings and maintain a low ACOS. This article will introduce how to use the robust approach of standard products, as well as the specific advertising structure and operation steps.
1. Core of advertising strategy
The core of the robust approach of standard products is to achieve a steady increase in product rankings through appropriate budget allocation and keyword optimization, and to control advertising costs to keep ACOS at a reasonable level.
2. Advertising structure and operation steps
The following are the specific steps and operation methods of the advertising strategy to achieve a robust ranking of standard products:
Keyword advertising settings:
Create multiple keyword advertising campaigns and set them in groups according to the relevance of keywords and the size of traffic.
The budget of each advertising campaign is appropriate to ensure that at least one order can be converted, that is, the cost per customer acquisition (CPO) is within a reasonable range.
Bidding settings:
The initial bidding is set to the recommended bidding, the bidding strategy adopts a fixed bidding, and the bidding level is adjusted in time according to the advertising effect.
With a limited budget, the bid does not need to be too high, but it should be kept at a level that can get enough exposure and clicks.
Budget adjustment:
According to the advertising effect and conversion, adjust the advertising budget in time to ensure that each advertising campaign can get enough exposure and clicks.
Automatic advertising settings:
Turn on automatic advertising to deliver ads in a close matching manner to expand the keyword range and attract more traffic.
Regularly download the search term impression share report, analyze the words with good performance and re-deliver them to continuously optimize the advertising effect.
Continuous optimization:
According to the advertising effect and conversion, gradually adjust the keyword advertising delivery strategy, optimize the advertising combination and keyword selection.
Maintain and manage advertising activities for a long time, remove poorly performing keywords in time, and add new keywords for testing and optimization.
By adopting an advertising strategy that is stable for standard products, you can achieve a steady increase in product rankings and maintain a low ACOS while controlling advertising costs. This strategy is suitable for situations where the budget is limited and the ranking speed is not required to be high, and it helps sellers achieve stable performance in a highly competitive market.