"Do you know what the saddest thing is before the peak season arrives? The goods have been shipped a long time ago, but they just can't be put into the warehouse!"
"You know what the saddest thing is before the peak season? Everyone else is shipping, but my orders are decreasing day by day!"
If only a few people have a reduction in orders, it may be their own fault, but what if everyone is in this situation?
The secrets behind algorithm adjustments
Although Amazon has not issued a clear statement, careful friends must have noticed that Amazon's front page has undergone earth-shaking changes. I will not elaborate on the specific changes one by one, but a careful analysis will show that these changes all point to the same word - advertising!
I heard a sentence at a sharing meeting before: If you want to make money on any platform, unless it is an emerging platform, you must first study the profit model of the platform itself!
Although this sentence is a bit absolute, it at least gives us an inspiration: Amazon is now a very mature and large platform. Only by understanding its profit logic can you make money on the platform better! Otherwise, your daily operations are in vain!
After the news that my brother-in-law topped the wealth list came out last time, another piece of news came out.
Amazon Advertising makes money by charging brands fees for promoting their products on the Amazon website. Last year, annual revenue from this business exceeded $10 billion, and eMarketer predicts that by the end of this year, the company's revenue from this business will reach 10% of US digital advertising spending. This also makes Amazon the third largest online advertiser after Google and Facebook.
Amazon's advertising business used to be a small part of the company, but last year the division's revenue exceeded $10 billion! Combined with this change, it seems that everything is inevitable!
You may say that everyone can spend money on advertising. Not necessarily. Next, let's continue to talk about how to advertise!
Advertising budget and bidding
Keyword bidding
1. The default bid is generally used in automatic advertising and can be lower.
2. Manual phrase and manual broad bidding reference prices are 0.1~0.2 higher than the system recommended price.
3. For manual phrase and precise matching, find reference values from the advertising report: phrase = broad X1.5, precise = phrase X2.
How to use the words you bought?
In a data table, you can see search keywords, click keywords, add to cart keywords and purchase keywords.
Add the search terms/clicks to broad matching, add to cart terms to phrase matching, and purchase terms to exact matching.
What if some words are repeated? Simply filter by the data level!
Learn to read PPC reports
1.Performance over time
By browsing the daily, monthly, and annual data separately, we can roughly analyze the reasons for the large fluctuations in daily total spend and clicks.
2.Performance by SKU
Test each SKU under the variant, select the best, avoid competition, and monitor the development of the SKU that creates the best-selling product.
3.Performance by placement
When the conversion rate of the ad group in the top of search is very high, you can turn on Bid+.
4. Other asin report
Customers click on your ad but go on to purchase one of your other products. This means that this product can also be advertised, and by placing orders in this way, all sales are counted together, which can not only reduce Acos but also improve rankings.
How to improve CR?
1. Static information optimization: title, search term, product description, bullet points, etc.
2. Dynamic information optimization: price, review quantity and quality, feedback, buybox, etc.
3. For QA, functional products must be available, and Americans love to see this.
