Detailed explanation of Amazon advertising strategy: a comprehensive strategy from shopping cart logo to video advertising

On the Amazon platform, advertising is one of the important tools to drive product exposure and sales. In order to effectively utilize advertising resources and enhance the competitiveness of products, sellers can adopt a variety of methods to formulate advertising strategies. This article will combine the importance of shopping cart logos, advertising cost budgets, and video advertising production skills to help sellers make better use of advertising resources to achieve product exposure and sales goals.

The importance of shopping cart logo

On the Amazon platform, the shopping cart logo is obtained by the platform, and among its standards, sales volume is a very important dimension. For new stores, if there is not enough sales in the early stage, they will not be able to obtain the platform shopping cart logo. If a product does not obtain the label, the corresponding product cannot be advertised. Therefore, how to obtain the shopping cart logo has become a very important task for new sellers to start quickly. Generally speaking, sellers can ship through FBA and use discounts and promotions to generate orders for listings. Under normal circumstances, after a listing is shipped using FBA or has a certain number of transactions, it can obtain the shopping cart logo.

Advertising methods

How to pick up leaks from beggars

Suitable for products with a large number of organic orders and a certain amount of reviews, as well as for popular keywords with high competition. The core of this method is to lower the bid of the bidding keywords and reduce the click cost by lowering the Bid and adjusting the bidding strategy, thereby achieving the purpose of reducing advertising costs and increasing ROI.

Brand Law

By using brand keywords and brand names for advertising, you can capture your own traffic. This method is suitable for big-name products with a certain degree of popularity. You can find relevant brand names in the brand column of the search results page, and then create a dedicated brand advertising campaign to attract existing traffic and increase click-through rates.

Word error method and Spanish word selection method

The wrong word method is designed for the situation where users often type wrong keywords when searching. Collecting commonly misspelled keywords, creating ad campaigns and placing them in broad match can get lower-cost traffic. In addition, the Spanish word selection method is suitable for the US market, by translating core English keywords into Spanish and placing relevant Spanish keywords to gain traffic.

Waistcoat method

By optimizing keywords, ad groups and advertising activities, increase the weight of keywords, ad groups and advertising activities, thereby achieving the purpose of improving ad ranking and click-through rate. The core of the sock method is to use the three elements of Keywords, Advertised SKU and Campaign to adjust the weight of the advertisement, thereby affecting the performance of the advertisement.

Keyword research ads

How to find and place long-tail keywords. Through tools such as IS, SIF, Helium 10, etc., you can build a keyword database and test various matching types to find keywords that perform well and carry out targeted advertising.

Advertising budget

Under the premise that the product sales price is reasonable and the product quality is acceptable, we need to test the conversion rate of the listing page in advance, calculate the number of orders that meet the pop-up standard every day; analyze the fierce market competition of similar products and the same industry; sales quantity = UVConversion rate (if it is based on the order conversion rate, it needs to be multiplied by the number of purchases per person), budget = number of clicksUnit click price (not counting natural traffic).

With regard to advertising spending, there are two standards for your reference:

1. Advertising investment to sales ratio. Advertising expenditure on the day / overall store sales on the day ≤ 5%. Use this standard to measure whether the overall daily advertising expenditure is reasonable, so that the net profit can be kept at a relatively ideal value. Of course, it is also applicable to allocating it to a single SKU.

2. Advertising sales contribution ratio. Advertising sales of the day/overall store sales of the day. This value varies with the promotion cycle and product cycle. The new product diversion period may be more than 50%, 25% in the mid-term, and less than 10% in the late period (natural traffic is mainly and stable).

Video ad production tips

Get straight to the point

Usually Amazon’s video ads have certain duration requirements for videos. Therefore, how to show more advantages of your products in a limited duration requires everyone to go straight to the topic during the video production process. The good thing is that you can display the exhibits in the first second of the video.

Concise and to the point

Amazon’s official recommendation for the duration of advertising videos is between 15 and 30 seconds, but after actual operations, many sellers have also found that videos within 15 seconds will have better effects.

Add subtitles

If users do not click on Amazon brand promotion videos, they will usually play silently by default. Therefore, you must pay attention to adding subtitles to the video to ensure that users can view it easily on small screen devices. For subtitles, it is best to use Helvetica or a similar sans serif font and be at least 80 pixels. It is also very suitable to add white font on a black border with 80% opacity.

Summary

To sum up, on the Amazon platform, advertising is one of the important tools to promote product exposure and sales. In order to effectively utilize advertising resources and enhance the competitiveness of products, sellers can adopt a variety of methods to formulate advertising strategies. Through reasonable acquisition of shopping cart logos, precise selection of advertising methods, scientific advertising budgets, and high-quality video advertising production, sellers can stand out in the fiercely competitive market and increase product exposure and sales.