When creating product advertisements, sellers need to enter the ASINs to be placed into the list, but how do they select these ASINs?
First of all, we need to clarify the purpose of placing product advertisements. Sellers can choose specific products, categories, brands or other product features to target ads, and the ultimate goal of advertising is to get buyers to click on the ads and then form conversions.
If there is only exposure but no clicks, the advertising weight will decrease over time. Amazon will determine that your product has little to do with the goods being advertised, and the effectiveness of your advertising will become worse and worse, and eventually you may not even get any exposure.
If there are clicks but no conversions, then your advertising costs will also become high. The final result is that the weight becomes lower and the expected effect is not achieved.
Therefore, when we choose to place a product ASIN, we must have certain standards and make our selections based on the goal of increasing click-through rate and conversion rate. Here are some experience sharings, I hope they can help you.
1. Select the product ASIN of your own store related to the product
The purpose of this selection is to generate related sales for the products in your own store. If a large number of related sales are generated, then when there is a lot of natural traffic in the future, the system will also recommend these two products as “Frequently bought together”. The second purpose is to keep the benefits within the family. It is always better to occupy the advertising space yourself than to have it taken away by competitors.
2. Choose the ASIN of similar products that are shipped by the seller
If your products are shipped by FBA, then you will have a natural advantage in choosing the ASIN of the products shipped by yourself. If the prices of the two are similar, and your FBA delivery only takes one or two days, while self-delivery takes a week or even half a month, I believe most buyers will choose to purchase your products.
3. Choose an ASIN with fewer reviews than yours
For example, you have 50 reviews and your score is pretty good. If you choose to advertise products with only a few reviews, you will have an advantage. After all, human nature is universal. Foreign sellers will also look at reviews when buying things. If you have more quantities, it means that more buyers choose to trust you, so the risk will be much lower when new buyers come to buy.
4. Select the product ASIN with a lower review score than yours
If your review score is 4.3 or higher, then you can choose to place an ad on ASINs that have a review score of 3 or lower. The principle is the same as above.
5. Choose listing optimization to optimize the ASIN of products that don’t have your best performance
Of course, the FBA shipping, review quantity and score mentioned above are also part of listing optimization. Here we are referring to other content, including titles, pictures, five-point descriptions and product descriptions. If you find that other competitors’ listings are much worse than yours, you can also choose to advertise in their ASINs.
6. Choose a product ASIN that is priced higher than yours.
Foreign customers also like low-priced goods. If your products are similar to those of your competitors, but your prices are more advantageous, then you can also place advertisements on their ASINs.
The purpose of making the above choices is actually to highlight your own advantages. Only when your advantages are stronger than those of your competitors can you attract buyers' clicks and purchases. If you are inferior to your competitors in all aspects but still want to steal their jobs, it would be like hitting a rock with an egg and just giving money to Amazon.
Of course, this is just a suggestion for when you first start creating product placement ads. We will continue to analyze subsequent advertising data reports to find out what the final results are. Because data don’t lie, if we find that the campaign is effective, then we will stick to this selection method. If we find that the effect is not what we imagined, we will continue to optimize.
In short, advertising is a process that requires constant experimentation, summarization, and optimization. There is no best method, only the method that suits you best.
Repeatedly emphasize: "The premise of all investment is a full understanding of the basic knowledge and functions of advertising!"
