Today, I will share with you some experience in doing Amazon PPC advertising so that you can learn systematically.
01Five basic elements for Amazon advertising success
Many sellers can’t wait to start advertising once they have their listing ready. Xiaopi does not recommend doing this. Why? Because this approach is undoubtedly like throwing a meat bun at a dog, there is no return. In order to run a good advertisement, you must make preparations in all aspects before advertising. Here, Xiaopai mainly emphasizes whether the listing is well prepared.
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Be sure to wait until the product has some orders and a few positive reviews before doing so. Think about it, if a listing has no orders and good reviews, even if users are attracted through advertising, they will not place an order. Because every customer has a scale in his or her heart, and only after seeing a few reviews will they make the decision to buy a product. As for Amazon, it will think that your advertising conversion rate is low, which will greatly reduce your display chances, thereby reducing product conversion rates.
So, from my personal experience, before advertising, your listing should have at least 10 reviews, and the overall rating of the listing should be four stars or above. Here, Xiaopai recommends several methods to increase reviews, mainly review groups, AMZDiscover to find reviewers, using Deals sites such as Slickdeals, Cashbackbase to offer low price discounts, and Facebook group reviews, etc.
picture
Generally speaking, a listing should have at least 4 pictures, and the pictures must be high-definition, with a length and width of at least 1000 pixels. It is best to prepare a picture of the product application scenario so that customers can know what the product is used for at a glance.
Product Description
Here you need to check whether the product description is clear, try to make it concise and clear, and include the USP in the product. Can’t write product descriptions in listings? Just read this article!
Product categories and titles
We all know that product search results are displayed according to category range, and it is very important to list products in the correct category. At the same time, you should list the core competitiveness of your product and the differences from other products in the title. How to write a title that foreigners love to search for?
price
Here, a price with a high cost-effectiveness is often set. It is best to set an original price and a discounted price, which can be more attractive to buyers.
In fact, the above five points are part of the Amazon listing. If you want to know more details, you can click: By building the listing in this way, he received 261 orders the next day!
02What is ACoS?
For most sellers, if the ACoS can be reduced to the lowest level, the ultimate advertising goal will be achieved.
Many people still don’t quite understand the concept of ACoS, so Xiaopai will briefly talk about it with you.
You can understand the meaning of ACoS as the ratio of advertising costs to sales.
It is calculated as follows:
ACoS = (selling price - product cost price - FBA fee - other miscellaneous fees) / selling price
For example, an umbrella is sold for $25 on Amazon. The factory cost of the product is $5, the FBA fee is $11, and the shipping and packaging fees are $5. Then our ACoS is (25-11-5)/%.
034 correct steps for Amazon advertising
After understanding some basic concepts, Xiaopai will teach you the 4 steps to start advertising.
Step 1: Advertising testing The first step is to do advertising testing. If you are just starting to advertise, don’t rush to think about the revenue. The first thing you need to do is: “research keywords”.
How to research keywords? Let’s learn about two types of Amazon ads: Automatic targeting and Manual targeting. Automatic targeting is automatic advertising, and you only need to set the advertising time and daily budget; Manual targeting is manual advertising, and manual advertising requires you to set some keywords yourself, select keyword matching methods, and give corresponding bids.
Therefore, in the first stage, we recommend that you use Automatic targeting to conduct advertising testing, and the testing time is usually one week. During this week, it is best not to adjust your advertising plan, and don't be discouraged if you see no sales.
Step 2: After a week of collecting keywords, you can download a report from the background of Automatic targeting and select some keywords with higher conversion rates.
Some sellers, in addition to selecting from reports, can also collect some keywords from the Amazon search box and keyword tools. If you want to know more about collecting keywords, please refer to: The most practical way to find keywords, don’t tell me you don’t know!
Step 3: Set up Manual targeting ads. Next, in the second week, you can set up Manual targeting ads for all of these keywords. I suggest that you initially set up broad match, which will allow your ad plan to show as many ads as possible.
Don’t make any major adjustments at this stage. If you feel that there are too many irrelevant words, just set those keywords as negative and increase investment in keywords that have conversions.
Step 4: Screen keywords again After the second week, screen out a batch of keywords with higher conversion rates and set up a new set of ads, setting them to phrase match (pharase match) or exact match (Exact match).
The next step is to repeat steps three and four, and continuously optimize and adjust your keywords and bids, so that your ads will become more and more accurate.
04Three suggestions on keywords
Finally, here are some suggestions on keywords:
1. Consider ACoS as a criterion
If the ACoS is higher than you expected, you can drop these keywords. However, if the ACoS is high but the conversion rate is good, you can keep these keywords and reduce the bid.
2. Continue to explore long-tail keywords
Generally speaking, long-tail keywords are less competitive and have a large volume, so there is a high chance that sellers can bring in a lot of valuable traffic at a very low price. The main difficulty with long-tail words is that they are hard to find. I suggest you use some keyword tools to ease the work.
3. Explore your competitors’ keywords
As the saying goes, knowing yourself and your enemy, you will win every battle. It is necessary to properly study the keyword placement and bidding of competitors and constantly adjust strategies.
The last point is that manual advertising and automatic advertising must be carried out at the same time. Advertising is a delicate job. You won’t see much change in a day or two. You need a lot of patience and need to make adjustments at any time according to changes in keywords and the market. Only in this way can you maximize your input-output ratio.
