Amazon practical traffic increase method 2: Product Ads optimization
The second reason why SEO is important is reflected in Amazon’s unique advertising system. Currently, the keywords recommended for bidding in Amazon’s Product Ads (manual ads, not automatic ads) are all recommended based on the product’s Title and Search Term analysis. In other words, the quality of your product information SEO determines the quality of your advertising keywords and the price of the bidding keywords, which in turn determines the traffic and sales that this advertisement can bring. (Amazon’s keyword data is a black box for all sellers, because Amazon knows very well that an important part of doing e-commerce is to strictly control sales channels. (This is completely different from the openness of search engines to keywords)
After getting the SEO information, if you plan to use Product Ads to increase your product sales and sessions, then you need to do the following:
1. Open a Product Ads account. As long as you have a premium account, you can easily open a Product Ads account through the Advertising option in sellercentral.
2. After opening an account, click Campaign Manager, then create a campaign and fill in the name of your campaign. Wu Jiayang usually uses ASIN ID (this is more suitable for students with fewer ASINs). Then fill in your total daily bid and choose to manually create ads. Do not use automatic ads. The keyword adjustments and bid adjustments of automatic ads are automatically maintained by algorithms. The updates are very slow and not as accurate as manual adjustments. After all, the algorithms are not yet able to judge the relevance of keywords at the level of humans.
3. If you have a small number of products (less than 10), it is best not to put similar products in the same ad group to share keywords. According to tests, the number of clicks on shared keyword ads is less than the total number of clicks on independent ad groups. Therefore, it is best to use an independent ad group for each product. Of course, if you have a large number of products, this will be a bit troublesome in management. In this case, randomly naming the ad group will only cause confusion. Here is a little trick to make up for it. Usually you only need to identify each ad group with the ASIN ID, and then use the ctrl+f search function to find the product. Of course, this is just test data based on the current industry. You can test your own results. If your results are exactly the opposite of this result, then believe in your own results. The data may be different in different industries. If you have many products, you should set up your account according to the normal three-tier structure of campaign—ads group—products group.
4. After creating the campaign, click continue to next step, fill in the name of your ad group, select the corresponding products in the ad group, and click confirm to create the ad group. You can then see the keywords parsed by the system title and search term.
5. Now what you need to do is to identify the keywords with lower relevance and not bid on them. (Some students reported that after an ASIN had its title and other information optimized for SEO, the keywords parsed from the ad should have changed because the individual information had changed, but the keywords in the ad had not changed. This was abnormal. After testing, as long as the ad was deleted and a new one was created, the newly added keywords would be visible.) For keywords with relatively high relevance, you can adopt a strategy of bidding relatively low, conducting continuous testing, and adjusting prices repeatedly. Usually, the bid for a keyword can start from $0.1 and slowly increase to observe the relationship between click consumption and traffic. The only purpose of doing this is to find the best point between traffic and consumption. In professional terms, it is to find the best ROI (Return of Investment Rate) through continuous price adjustment of keywords. Usually this process of repeated testing and price adjustment lasts for 5 working days and will basically reach a relatively ideal point.
(Keywords that are too low in relevance to the product and too broad often consume a lot of your budget but do not generate sales. If you find that you have spent a lot of advertising money but the sales are not good, you need to review your advertising keywords to see if there are a lot of such broad words)
At this point, the advertising optimization is basically completed, but you'd better keep an eye on the advertising data every day, especially before a major holiday, your advertising may also need to be adjusted accordingly.
