What are the types of Amazon ads?
1. Header Ads
Head advertising can be said to play the leading role in this advertising model, and is also called the "golden advertising position" by many people. Header ads have large traffic and high conversion rates. In August 2017, Amazon also opened up header section permissions to third-party sellers who had registered their brands. This ad space brings a large amount of traffic and conversions to sellers, and also makes many people try every means to enter this ad space.
2. Right column ads
The right column ad space was previously popular with many sellers. Although the right column ad space does not have as great an advantage as the header ad space, it is also a good choice. However, at the end of October 2017, because users could not see this ad space on mobile phones, Amazon was forced to cancel the right column ad space in order to cater to everyone's browsing habits. The cancellation of the right column ad space means that sellers who place advertisements lose a good product display space, so they need to spend more money to fight for the remaining positions, which will lead to an increase in advertising costs.
3. CPC Advertising
Amazon sellers are often unable to grab headline placements due to funding issues, so CPC advertising as another type of advertising model becomes particularly important. This is indeed the case. CPC advertising, as an advertising space that small and medium-sized sellers can afford, brings sellers key traffic and conversions. When buyers search for relevant keywords placed by sellers, the sellers' product listings will be displayed. This is the benefit that CPC advertising brings to sellers.
4. Single product display ads
Single product display ads have numerous display areas and can be displayed on the side, bottom, buyer review page, discount information page, etc. of the ASIN page. More importantly, it can appear on competitors’ product detail pages, making it ideal for targeted advertising using competing products. Currently, only suppliers can enable single product display ads. We will also conduct detailed analysis of related content in the future.
5. Third-party display ads
Third-party display advertising is a new advertising model launched by Amazon last year for third-party platforms. This advertisement is chosen to be placed on a third-party partner website outside the site, and will be displayed on both PC and mobile devices, which will undoubtedly greatly increase the product traffic. Although it can effectively increase traffic, since the seller chooses the target audience and price, and the Amazon system then identifies and selects the ads to be pushed, it is impossible to accurately control the effects.
What are the common challenges in optimizing Amazon ads?
1. The problem of difficulty in controlling the advertising budget
Advertising imbalance basically means that there is a problem with the delivery budget and the input and output are not proportional. At this time, you need to use refined advertising to solve this problem. You should know how much sales this single SKU can generate, set the advertising budget according to your expectations, and implement weekly and monthly monitoring to control the input-output ratio of advertising. For example, if the sales volume of a product is 300 US dollars, if you want to invest 5% in marketing expenses, you should invest 15 US dollars in this single product instead of adjusting the total budget. Therefore, the budget allocation of single products needs to be high and low, with differentiation, and follow the 80/20 rule.
2. Chaos in advertising product placement
The second problem with advertising is too many product styles and uneven budget allocation. Products need to be sorted according to sales volume and advertising budget, rather than treating them all equally. Some sellers may have concerns. What if I have new products and potential models to promote? At this time, it is necessary to optimize the advertising pages for new products or potential products and provide an advertising budget for a certain period of time; stable products can be given 5% to 10% of sales, while unstable new products and potential products can be given a budget of 20% of sales or even higher in the initial stage.
3. Don’t often look at ads
Many people set up their ads and then leave them there, not realizing that this can have a huge impact on sales. Advertising needs to be adjusted according to sales fluctuations and long-term market forecasts to determine the purpose, improve the accuracy of advertising, and reduce the input-output ratio. The main debugging scope of Amazon backend advertising is the bidding fluctuation of keywords, the bidding of single product budget and the bidding of total budget.
4. I don’t know which matching method to choose
First of all, when we place keywords, there are differences in national culture and search habits. Even if you live in the United States, you cannot be 100% sure of consumers' search habits when shopping. Therefore, when launching a new product, it is not recommended to use exact match directly. It is recommended to use phrase match or violent broad match first, and then convert the search term habits within the phrase into exact match after the entire advertising group gradually matures and consumer search habits emerge.
This is the end of the knowledge about Amazon advertising in this issue. If you want to get more information about Amazon advertising, please pay attention and we will continue to answer you~
