First of all, we must clarify the purpose of advertising.
The essence of advertising is to spend money to buy traffic. No matter how good or bad your listing is in the early stage, you can use advertising to buy traffic.
What we expect from advertising is to buy high-quality traffic (traffic with high conversion rate and low ACOS) at a lower cost, and then generate orders from the traffic.
High-quality traffic is directly linked to the performance of your listing.
The purchased traffic is equivalent to showing your product to potential customers and looking at it from the perspective of potential customers.
How well the listing matches the product the customer is searching for, how attractive the product image is, how recommended (evaluated) the product is by a third party, and how the product compares to other products in terms of competitiveness (price, selling points).
From the above points, we can conclude that if we want to buy high-quality traffic:
Advertisement and listing relevance:
Optimize the title, 5POINT and DP, and ensure that the listing description matches the customer's target product. If I want to buy a phone case and see a safe instead, I basically won’t buy it.
Conversion rate-competitive comparison of similar products:
Pictures, how to stand out from the product pictures that don’t have much differentiation, so that customers can focus only on your pictures.
The platform cannot see the sales volume of Amazon listings. Most customers infer the condition of products by the number of reviews. Products without ratings or with very poor ratings are likely to be ignored.
For products with similar price, function, appearance, material and evaluation, customers will choose the product with price advantage when other conditions are equal.
To sum up, what do you need to prepare before launching an advertisement?
Listing optimization; Image optimization; Small amount of QA (3~10); Review (3~5); Price (discount, event)
How to optimize after opening it?
Cut out the words that have no conversion at all to increase the conversion rate. Adjust word delivery method and bid according to ACOS.
Based on the feedback data, identify the keywords that you need to promote continuously over the long term and optimize them to the target position.
In fact, advertising is closely related to the entire operational philosophy of operating a product. It is not appropriate to single out when and how to run advertising.
The correct approach should be to think about, solve, and do something related that you don’t understand immediately when you think of it.
Then, before making the next product, use the experience and data from the previous product to organize ideas and rhythm.
After launching a few products, you will be able to form a complete and mature strategy and grow into a relatively skilled operator.
