In the advertising business of Amazon sellers, it is crucial to formulate a suitable advertising strategy in the face of the challenge of high-priced products. This article will explore in depth two advertising strategies under different budgets: small steps and fast running under medium budgets and active delivery under high budgets to help sellers better deal with the advertising promotion problems of high-priced products.
1. Understand the characteristics of high-priced products
High-priced products usually have the following characteristics:
Low ACOS, low conversion rate: Compared with low-priced products, high-priced products usually have a lower ACOS (advertising cost as a percentage of sales), but due to the longer user decision cycle, the conversion rate is relatively low.
2. Advertising strategy under medium budget: small steps and fast running
Advertising combination: automatic advertising 3 + manual precision advertising 32. Budget ratio: 3:7
Within the medium budget range, we adopt a small step and fast running strategy, focusing on testing automatic advertising and manual precision advertising with different bids. The specific operation demonstration is as follows:
Put an advertising combination: set up three groups of automatic ads with different bids, and set up three groups of manual precision ads at the same time, select highly relevant words in the category as precision words, and the budget ratio of each group of advertising activities is 3:7.
Operation demonstration: set different bids for each group of automatic ads, observe the click situation and gradually adjust, and at the same time, choose the appropriate bid for manual precision ads to increase click-through rate and precision traffic.
3. Advertising strategy under high budget: active delivery
Put an advertising combination: automatic ads 3 + manual precision ads 3 + SD browsing remarketing + SD product delivery 2. Budget ratio: 1:6:2:1
Within the high budget range, we need to place ads more actively to increase product exposure and clicks. The specific operation demonstration is as follows:
Put an advertising combination: in addition to automatic ads and manual precision ads, SD browsing remarketing and SD product delivery should also be added to increase product exposure and clicks. SD browsing remarketing can achieve multiple exposures of products, which helps to improve the success rate of conversion.
Operation demonstration: When setting the advertising budget, keep the dominant position of automatic advertising and manual precision advertising, but moderately increase the budget of SD advertising to improve the overall advertising effect.
For the advertising strategy of high-priced products, we need to flexibly adjust according to the budget size and choose the delivery plan suitable for our products. The small-step-and-fast-run strategy under a medium budget focuses on testing and adjustment, while the active delivery strategy under a high budget pays more attention to the diversity of advertising combinations and the increase of exposure. I hope that the analysis in this article can help sellers better formulate advertising strategies and improve the promotion effect of products.