If you want to make your advertising on Amazon more effective, you first need to evaluate your own store. Each category requires different advertising times. For example, Sprite beer will of course have more advertisements in the summer, and down jackets will definitely have more advertisements in the spring and winter seasons. So for these situations, let’s take a look at the different advertising strategies Amazon needs at different stages.
Advertising strategy phase one:
Brand sellers will attract high-quality traffic in the first 30 to 60 days, directly start manual product promotion ads, make full use of product placement, and at the same time start automatic product promotion ads to accumulate effective keywords for the next stage.
First look at traffic, ranking & compare prices. Sales volume is traffic x converted products. It is easiest and most intuitive to look at the traffic first. The conversion rate is affected by a combination of factors, among which the price factor is the most critical. Generally, if sales suddenly drop, you should consider whether it is due to bad reviews. Or, your product is highly seasonal. If there is a sudden drop on the weekend, you can collect statistics to see if it is a weekend effect.
The second stage of advertising strategy:
Drive sales rate, use brand and competitor keywords to promote sales, use keyword placement to start manual promotion ads, brand owners should also use brand promotion and brand stores to arouse direct purchasing behavior, try a variety of advertising combinations to test different takeover pages, such as brand flagship stores, customized special pages or search results pages, to improve advertising input-output ratio.
The third stage of advertising strategy:
ASIN is mature, use all advertising products to maximize the effect and influence, summarize the lessons learned and apply them to the actual strategy. Since you have accumulated product awareness, you can now focus on brand keywords to promote sales.
Advertising strategies in different periods
In actual operation and application, it is also necessary to clarify the development stage of your product when placing advertisements. The following advertising strategies are for different product development stages. Sellers can refer to their own situation for reference.
1. New product period:
The main purpose of advertising at this time is to attract traffic. This stage is to quickly determine the market demand for the product and to detect whether the listing needs to be optimized. Automatic advertising and manual advertising are run together, and the bid is slowly increased. During the golden period of creating new product hits, the advertising strategy is to use sufficient budget to expand the market, attract traffic on a large scale, and find accurate keywords for generating orders.
2. Growth stage:
At this time, more emphasis should be placed on manual advertising. During the new product period, you can find the keywords that generate orders by analyzing advertising reports, and then gradually transition these words from broad and phrase to precise, gradually increasing the bidding for keywords. If the keywords do not perform well after entering precise, return the keywords to phrase or broad. When setting a bid for a product, it should be higher than the recommended bid, but the ACOS should be controlled below 30%. If the ACOS of a precise keyword is very high, you can search for this keyword through the buyer account to find the ad and then make the purchase.
3. Maturity:
If the sales volume of a product is stable and no longer showing significant growth, and the keywords have performed well based on previous advertising operations, you can lower the keyword bid appropriately during the peak season and increase the budget. This will have little impact on the ad rankings, and you may be able to control ACOS to around 10% or even lower.
This is the end of this issue on Amazon’s advertising strategy. If you want to get more knowledge about advertising strategy analysis, please pay attention and we will continue to answer your questions~
