Amazon's primary principle is to maximize the buyer's return ( RPC ), plus the flow cost factor, it must allow users to achieve the maximum transaction in the shortest time possible, Zenganiu said that the keyword search is the most direct expression of user behavior, when the user searches for a keyword, the Amazon search algorithm will evaluate all relevant listing in a comprehensive manner, and then for the user, the most likely to clinch a product.
The so-called keyword search ranking, simple understanding is the keyword search transaction likelihood ranking.
Keyword optimization, in addition to listing on the listing page, also need to focus on search terms optimization, search terms keyword can add up to 5000 characters, each keyword group add once ( because Amazon algorithm will be fuzzy matching ), focus on the long tail keywords, synonyms and their single complex variant form, at the same time using PPC to find the highest conversion of the keywords added in.
Amazon homepage drop-down keywords are expanded according to user input content, the display is not comprehensive, so may not find enough keyword groups to fill search terms, it is recommended that you use Google AdWords to select some high exposure hot or long tail keywords. In summary, page keywords and search terms keywords are important for proving the relevance of products and keywords to Amazon algorithm.
2.promotion of products
Keyword can bring huge traffic, but the Amazon search algorithm will not only consider the relevance of keywords ( pure text correlation degree recognition not enough ), but also need to consider other factors, the most important of which is the product recent sales and continued sales performance.
Amazon's ranking algorithm's ultimate goal is to make more money, the same flow distribution to different products, who can form more orders, who will be judged as quality partners, the platform will naturally improve its ranking, import more traffic.
Amazon inbound sales closed loop composition is: traffic – sales – ranking. For products in the promotion period, it is reasonable to cut from sales to the positive closed loop, that is to increase the ranking by sales, get more traffic, and generate more sales ( the most important factor between the sales volume is the conversion rate ).
For new products, the promotion is difficult, the seller can choose less promotional channels, user trust is more difficult to establish. Therefore, it is recommended that sellers attract users by setting lower discounts. The " promotion" is different from the conventional station ( lighting deal ) or, because the discount is low, gross profit is serious, so the seller needs to strictly control the sales promotion rhythm, product can produce enough natural sales for the target, while keeping the sales.
3 .PPC advertising
Set the key words, and maintain a more stable ranking, the seller needs to continuously improve the sales of products to further improve the keyword search rankings.
So PPC advertising is what we have to do. Ppc ad settings are divided into automatic and manual, and the promotion of new products or lack of experience in the proposed use of automatic placement, after the keyword data report ( data assessment indicators: acos = PPC sales * 100 %, acos data, the lower the description of the keyword performance better ) to identify those who perform better keywords, and then switch to manual release, which can help us further tap into the potential sales potential. At the same time, don't forget to add these keywords to listing or search terms.