4 - step activation of Amazon traffic, the busy season manual
To do Amazon operation, want to improve order volume is not open for drainage, bypassing the rankings, the birth of the process of the birth of Moldbaby has naturally been less drainage, recently a lot of sellers have been distressed by Amazon PPC, burned a large sum of money did not bring in direct proportional conversion, is worried about the upcoming peak season, after all, PPC and CPC are slightly different, the small assistant is also understandable, so how to improve this kind of predicament ?
1. data comparison, accurate positioning of products
PPC( pay – per – click ) is one of our common advertising patterns, namely, " click charge ", it is different from CPC ( according to the effect fee ), compared with a certain risk, however, through big data analysis is more accurate than traditional advertising methods, and cost less than traditional advertising is much lower. However, not all products are suitable for PPC.
The small assistant suggested that PPC ads should be as high as the profit of the product, the benefit is to create a virtuous cycle, even if the product is clicked 200 times before the purchase, the minimum profit can fill the PPC advertising advertising, long term is good for the product popularity. On the contrary, if the low profit product to do PPC, no profit can be said, but also pay must be my PPC advertising costs, such investment is meaningless.
2. grasp the psychology of customer shopping
Buyer shopping generally has a process of mind, first of all is to be aware of what kind of product you need, and then search the product name, and finally generate interest, and the inevitable relationship to the conversion transaction is your listing, title, description can arouse the buyer's desire to buy.
A. if all keywords are clustered to realize the product requirements and information level, and generate the purchase phase without relevant keywords, it may help the customer decide which product to purchase, but can't convert them into a customer when they are buying.
B .if all of the keywords are gathered in the purchase phase, the final deal may be less, because only through the key words in the previous phase, the customer can better understand your company and product, and then close the deal.
precise selection of keywords
When you create an advertisement, Amazon automatically recommends the relevant names and words. if you are familiar with the product, suggest that you choose the advertisements manually. you know, riding the toy cars is the rage, so the key word is one of the biggest phrases in the balance car industry. usually, the phrase is high unit price, strong competition, and most of them do not have to choose such a phrase if it is not a competitive advantage. What we have to do is to characterize and refine, in general, the small assistant suggests the main features of the long tail word + product. The more familiar with the difference feature points of your product, the more you can improve the conversion rate of your product because the customer is accurate.
Of course, there are 2 premises that must be understood: 1. foreign buyer search habits; 2. use the tools to search for the best product keywords
use broad, phrase, exact to test the advertising effect ( classic case )
Broad – wide matching: if the user queries the words related to your keyword, a wide match will trigger the display of the advertisement. Can match spelling mistakes, plural, similar keywords
For example: coffee cups
These words will display advertisements: coffee cup ( singular ) coffe cup ( spelling mistake ) coffee mug ( similar word ) cup coffee ( word order ) blue mugs coffee ( only one of the root words )
One of the best uses for a wide range of matches is to purchase research data. Multiple search terms can be matched, and these words allow full understanding of the customer's search behavior. The use of search matches is another case when the amount of search for an account is particularly low. It is better to match it with a wide range of matches. For example, your product is less popular, the audience is very small, with a wide range of matching can improve the amount of display and click.
Phrase – phrase matching: the keyword of search term must be consistent with the key words of the input ad group.
For example: coffee cups
These words will display ads: coffee cups / blue coffee cups / coffee cups blue / red coffee cups for problem / coffee cup ( singular ) cofee cups ( incorrect spelling ) cups coffee
Cannot display advertising: coffee blue adds any word to these keywords that cannot trigger an advertisement. But in the front, the day after tomorrow, add the modified words, or do not add. Single – and – plural, incorrect spelling. The order is different. It doesn't affect.
Exact – precision matching: search queries must be completed with the keywords, and the advertisement will be displayed.
For example: coffee cups
The words for advertising can be displayed: the coffee cup ( singular ) only supports the plural, does not support spelling errors, and the order.
Two – dots suggestion:
1. use the word extensive carefully unless the product is competitive.
2. do not excessive. There are many hot words in the industry, many companies will add these together, often make their products lose bright spots, differentiation and personalization is still the prominent characteristics of their own products.