In the advertising operation of Amazon sellers, facing the challenge of low-unit-price products, controlling ACOS (the proportion of advertising costs to sales) and maintaining good orders are the key. This article will propose corresponding advertising strategies for different budget situations to help sellers better deal with the advertising promotion problems of low-unit-price products.
1. Advertising strategy under low budget: conservative solution
Advertising combination: automatic advertising (close matching for standard products and substitute matching for non-standard products) + manual precision advertising (set separately for standard products and non-standard products)
Budget ratio: maintain fixed bidding to control ACOS
Within the low budget range, we recommend a conservative advertising strategy. The specific operation demonstration is as follows:
Advertising combination: according to the product type (standard product or non-standard product), set up automatic advertising and select the appropriate matching method, and set up manual precision advertising to improve traffic accuracy.
Bidding strategy: It is recommended to use fixed bidding to control ACOS within a reasonable range.
2. Advertising strategy for medium budget: small steps and fast running plan
Advertising combination: automatic advertising 1 + manual precision advertising
Budget ratio: automatic advertising: manual precision = 6:4
Within the medium budget range, we recommend taking a small step and fast running strategy to gradually increase the proportion of precise words. The specific operation demonstration is as follows:
Advertising combination: Combine automatic advertising and manual precision advertising to gradually increase the proportion of precise words to promote the natural ranking of large words.
Bidding strategy: The bidding of manual precision advertising is slightly higher than the recommended bidding to obtain more exposure.
3. Advertising strategy for high budget: active plan
Advertising combination: automatic advertising 1 + manual precision advertising 3 + brand advertising (SBV) * 1
Budget ratio: automatic advertising: manual precision: SBV = 2:4:4
Within the high budget range, we recommend taking an active advertising strategy to increase brand advertising to improve exposure and conversion effects. The specific operation demonstration is as follows:
Advertising mix: In addition to automatic advertising and manual precision advertising, brand advertising (such as SBV) should also be added to improve the overall advertising effect.
Bidding strategy: The bid for brand advertising is slightly higher than the recommended bid to increase exposure and clicks.
For advertising strategies for low-unit-price products, we have proposed different plans based on different budget situations. In the case of low budget, we recommend a conservative strategy to control ACOS; in the case of medium budget, it is recommended to take a small step and run fast strategy to gradually increase the proportion of precision word delivery; and in the case of high budget, we recommend an active advertising strategy to increase brand advertising to improve the overall advertising effect. I hope that the above strategies can help sellers better cope with the advertising and promotion challenges of low-unit-price products.