What is the logic of the PPC advertising delivery and optimization in Amazon station?
Amazon sellers often ask, when should a listing be created, when should it start placing ads in the station? What is the basis of the placement of PPC advertising in the station? What optimization should be done in the process of advertising? And the optimization of the rhythm is what? wait a few questions, below the Amazon PPC advertising and optimization of the logic to do a simple comb.
1.is it necessary to put advertisements on all – store products?
The answer, of course, is no. Unless, unless your store is really an absolute boutique, the products can be called as independent products, and the unit price and profit are considerable, can achieve the input-output ratio is cost – effective.
If your shop is a distribution mode, it is obviously not suitable for a wide range of products;
If your store is an endless variety of the same product, it is obviously not suitable for each SKU to be advertised;
If your product unit price is too low, such as $ 3.99, the mobile phone film, obviously not suitable for advertising;
If the products you sell are too popular, such as the IC chips for electronic components, resistance capacitors, it is obviously not suitable for placing ads in the station.
Therefore, the advertising or not, according to the product, can not be generalized.
2.what is the basis of PPC advertising?
Many Amazon sellers tell me that it is a choice of words, through a variety of keyword tools, collected and sorted, and then filtered, or launched before screening. I have a negative attitude.
In my opinion, the basis of Amazon PPC advertising is the perfect optimization of listing.
If a listing does not do well, the product does not have a good way to show, on this basis, advertising, the conversion rate is not high.
The purpose of PPC advertising is to expose and click on the listing, but the purpose of the operation is to get more orders, online shopping is a process of looking at the picture shopping, if your listing is not high, the transformation will inevitably be bleak, so, before the PPC advertising, you must optimize the position.
So what should be included in optimization?
Product picture: 1 master map + 6 SUB, can not be taken lightly, the main picture atmosphere, clear, more than your competitors in the picture is better, very necessary;
Title: in the title, to combine product keywords, characteristics words, functional words and selling points, let the title can be vivid, key words can achieve the system to capture your listing, and vivid language composition can move the consumer's heart, turn the browse into orders;
Five element characteristics and product description: make language vivid, learn to " speak human words ". What is " talking about people "? That is, the characteristics of the product are expressed in the consumer understandable language. Where does it come from? In the existing review of competitors, there are many consumer concerns that are refined and refined for their own use. Don't write the five elements characteristic and product description into the product specification, the cold language, can not move the consumer's heart;
Price: set a discount price;
FBA shipments: this is the foundation of operations, it's hard to imagine a store that can be done by self – shipment.
Review: don't do it in the Amazon with PPC ads! Don't do it! Don't do it!
3.how to combine the automatic advertising with manual advertising and whether you can set up multiple advertising plans for the same product?
The combination of automatic advertising and manual advertising is a necessary way, two forms of advertising can complement each other, so that the seller can more comprehensive thinking about their products and advertising. At the same time, as long as the conversion rate is appropriate, multiple advertising plans as well. How to set up an advertising plan, everything to the conversion rate, even if a product launch ten advertising plans, as long as each advertising plan is a cost-effective advertising, so why not?
4. how to filter the advertising keywords?
A seller should be a product expert first, and you need to be familiar with your product. Familiarity with the product does not only mean you will know the functions and defects of the product. from the sales side, familiarity with the product means that you know what kind of words the consumer will use to search for your product, and what the consumer searches for is what we call the keywords.
For the keyword setting of advertising, the tool is just a reference, the search number is only a reference, and ultimately you return to your own product and understanding of the customer, that is, whether the word really matches your product, and whether the customer will use the word to search for your product, if you don't want to know this layer, the keyword settings will also lose practical significance.