When Amazon sellers want to promote new products in their stores, Amazon advertising is the best way. During the new product period, advertising can quickly gain a large amount of exposure and traffic. The final advertising data can clearly show how the product performs in the market. So, how to run ads during the Amazon new product period?
1. Early stage - testing and layout
In the early stage, it is important to get a lot of exposure so that users can have a certain level of awareness and then click and buy. We usually activate automatic advertising in the early stages and let it run for one to two weeks, or when it has been clicked 1,000 times, and then look at the report to filter out the keywords with better performance.
Open manual ads
To start manual advertising campaigns, set up groups, etc., I will use Captain BI Amazon intelligent advertising management software. Using the software will be more convenient than operating the Amazon backend. Through the Captain BI backend, you can create new advertisements, ad groups, keywords, etc. in one stop. The process is easier to use than Amazon. After all, software is smarter than manual operations.
Here are some tips for opening manual ads: the name of the ad campaign can be named according to your own sku or parent asin. The next step is to set a budget. So how should you allocate a budget for a new product? The budget should be increased, for example, 10,000 US dollars. Some sellers may be scared and set so much. In fact, the main purpose is to attract Amazon’s attention and let Amazon know that you have money. The real cost is the bid based on the keywords you set. You can also put the same sku in multiple ad groups, bid differently, and test the best one.
Then different matching modes will be set, either broad or precise.
When to set broad match and when to set exact match:
Broad match: It is mainly to run more related words. The matched words are generally long-tail words, and then added in for precise matching. The traffic of long-tail words will also be more accurate, thereby improving the conversion rate.
Precise matching: Setting precise matching keywords generally involves setting long-tail words, hoping to obtain accurate traffic to promote direct conversions, as mentioned earlier, to increase conversion rates.
2. Stabilization period - optimization and adjustment
We generally make adjustments and optimizations every seven days when running Amazon ads, because the situation is relatively stable after seven days. The data at this time is also more meaningful for reference and can help identify problems. So make adjustments to the price or negate keywords.
When product promotion reaches a stable period, you need to pay attention to profits and focus on ASCO. First, look at the formula ASCO = advertising expenses / advertising sales. Therefore, to reduce ASCO, you can either improve sales performance or reduce advertising expenses. To reduce advertising expenses, you can try to adjust by lowering the bid little by little. Avoid reducing it too much at one time.
The second is to negate keywords. If the keyword performance is poor, directly treat it as a negated keyword. This not only saves advertising costs, but also improves conversion rates. Captain BI will continuously manage the keywords of the advertising group at any time, sort the key data, filter out keywords that are not displayed or have no transactions, and negate the keywords with one click.
Therefore, for Amazon sellers, why not advertise during the new product period? It is also beneficial to the store, except that it costs time and money.
The above is the information about Amazon's new products. If you want to get more Amazon information, please continue to pay attention!
