How Amazon customers shop
1.69% come to Amazon without knowing what they want
Look at the recommendations and search for related words (definitely not precise words, but attribute words)
2. The average time from first search to conversion is 2 weeks
3. The average number of searches in shopping is 1-5 times
4.81% of sellers will only consider 2-3 of the 9 brands in their mind
5. Advertising is a funnel, not multiple channels
Key steps of advertising
CPC Automatic Advertising
Settings: Fixed bid, the bid price is slightly higher than the suggested price.
1. Determine the search volume of the big word 200,000 monthly searches
2. Determine the approximate cost of a word click (CPC)/total budget
3. Daily advertising total expenditure/budget
4. Pay attention to daily clicks and conversions
Start advertising as soon as possible and offer promotional coupons or member discounts.
Advertising budget: Keep enough clicks every day
Ad bidding and settings: Bid higher than the recommended price and even set a maximum price
Then the ad search placement price is increased by more than 50%
Advertising time: limited investment is put into effective time period (price adjustment by time period)
If the advertising effect is good at the beginning, you can consider adding manual advertising directly.
Use the big words that work well in automatic advertising to
Order volume, conversion rate
Arrange actions to rush to the keyword homepage for these traffic words
If your ad doesn’t work at first, find out why
Exposure > Click-through rate > Conversion rate
Exposure: Inaccurate word selection, Amazon’s inaccurate capture of big words
Bidding too low
Finished in advance
The category is too small
Refer to the exposure of similar products
Click-through rate: Main image (eye-catching, good-looking) does not violate the rules
Bidding too low
Conversion rate: evaluation, five points, pictures, price, and whether there is any promotion.
Carry out timely intervention.
If the exposure is not good at the beginning, new products should never be directed to external sites. This will result in a poor conversion rate and make the product passive from the beginning.
If the click-through rate is not good, first consider whether the bid is too low. If the bid is fine, change the main image immediately.
Conversion rate:
QA evaluation needs to appear and accumulate as soon as possible
If there is no other way, try to use A+ and video to increase conversions.
Either directly reduce the price significantly, or offer a high discount
No review required to increase conversion rate and click-through rate
