For Amazon sellers, a good advertising strategy and correct advertising placement can allow you to acquire more users at a lower cost, and sometimes even allow your product to quickly explode in orders from scratch. But how can you better place CPC ads? Here are a few things to note.
1. CPC ads are placed on all products. Amazon emphasizes precise operations, but many sellers are accustomed to placing ads on dozens, even hundreds or thousands of their products to attract traffic, and then divide the advertising budget equally among each product. The result is that a lot of ads are placed, but the conversion rate of ads is very low. The correct approach to advertising should be to select selected products for advertising, and to advertise the products that you focus on. For non-key products or products that you don't have the energy to take care of at the moment, it is recommended that you postpone advertising.
2. Only set automatic payment per click for advertising
Many sellers set up automatic paid clicks and basically don’t check the reports. They just let things take their own course and only look at the data occasionally. Even if there are sales, they don’t know how they came in. It’s a pity that the advertising fees cannot be maximized to increase its value. It is recommended that sellers download paid advertising reports, analyze the data, and continuously adjust and optimize keywords.
3. Some sellers want to rely on advertising to attract low-priced products. They choose products at low prices, but unilaterally think that since advertising is so important in attracting traffic, they should just put up advertising. However, they don’t know that although advertising can bring in direct traffic, for sellers, the results are what we need to pay attention to. Advertising for low-priced products often results in high ACOS because the conversion rate is not cost-effective. Advertising brings traffic and orders, but also brings losses. In this case, sellers are advised not to advertise simply for the sake of advertising. During operations, unprofitable advertising should be stopped. There are tens of millions of operation methods, and in-site advertising is just one of them.
Amazon CPC advertising optimization strategy:
1. Listing Optimization
The purpose of advertising a product is to display the product on the front page to gain better exposure and traffic. However, if the product details are not well done, the purpose of attracting traffic and converting orders cannot be achieved. Therefore, when you choose a product to advertise, the product details must be complete, attractive and even perfect. Otherwise, it will only waste your advertising costs invisibly. Listing optimization here refers to the product pictures, titles, product features, product descriptions, and search keywords.
2. Price leadership
Although advertising can allow products to be displayed on the front page of search results, consumers will make comparisons when purchasing a product, that is, compare the price of your product with that of other products. If the price is inflated, even if the product appears on the homepage and the product picture is beautiful, consumers will still hesitate. On the contrary, if your price is advantageous, consumers’ purchasing intention will be greatly enhanced. Price is the most sensitive factor in the shopping process.
3. More reviews and higher review ratings
If a product does not have any reviews, it will appear weak even if it is pushed to the homepage through advertising. Many buyers tend to follow the herd effect during the purchasing process. “The more reviews there are, the more people buy the product. The higher the product’s favorable rating, the more popular the product is. This means the product is recognized by the public, and that’s what I need.” This is obviously an adverse effect on a listing without reviews. Therefore, when sellers advertise a product, they must choose a listing with a stable number and quality of reviews.
Summarize
CPC is only an auxiliary tool. It only increases the exposure of the product and brings in traffic, but it cannot change the competitiveness of the product itself, that is, the conversion rate. The main determinants of sales: products, conversion rate, and traffic. Now that you have traffic, the key is the conversion rate of the product. If the conversion rate is not good, it is unrealistic to expect traffic to save your dismal order volume. All improvements depend on the competitiveness of the product itself. Amazon’s thinking is: product is king, and all marketing and promotion methods are just an auxiliary.
