Amazon policies changed each time, but you still can seek stability in chaos circumstance
The era of rapid development and a little disorder of cross-border e-commerce has passed.
Large platforms have tightened their policies to create a regulated market order. Sellers who used to play small and smart will definitely be black and blue if they want to fight this trend. As a stable and considerable means of income, Amazon's on-site advertising seems to be the best choice.
To master the white hat game of Amazon's advertisements, first of all, it should be understood that the difference between Amazon's advertising system and Google's advertising system is that Google's advertisements are to present the most matching content to searchers, while Amazon's advertisements will promote the presentation of products with the greatest trading possibilities to consumers. Therefore, drainage is only a means, and the ultimate goal is to facilitate the transaction.
More importantly, the in-station advertisement can provide sellers with a sustainable development capability in the current rapidly changing policy situation. It only takes time and effort to operate and optimize, which will bring more stable and long-term benefits.
There are two ways to set up advertisements in the station. In general, sellers can set up advertisements in an automatic way and then set up advertisements in another manual way. The automatic advertisement will be displayed and promoted to potential buyers in a way that the system automatically identifies and matches, while the manual advertisement will help sellers obtain higher conversion under the condition of lower traffic with accurate keyword settings. At the same time, we can also optimize the keyword placement of manual advertisements through the relevant data in the automatic advertisement report so as to complement each other.
If a product does not have the same model on Amazon, and after a period of advertising, the click-through rate is obviously increased but the conversion rate is not increased, it must be considered whether the product has a prospect or whether it is worth investing such a large amount of manpower and material resources, and the advertisement should be suspended in time and enter into deep analysis. If it is not a new product, you must reflect on it from the inside of the station and optimize and upgrade it from the product details side. at the same time, you should grasp the concepts of three keywords: broad ( universality ), exact ( accuracy ), exact ( relevance ).
There are two angles that can reflect the conversion rate. one is CTR conversion rate ( click amount divided by display amount ) and the other is acos ( advertising cost-to-sales ratio ). Those that are too low can directly reflect the poor effect of CTR advertising booth and cannot enhance the competitiveness of products. At this point, changing some eye-catching main images can solve this problem. For acos, two factors must be considered: 1. The on-page optimization of products can improve the buyer's page experience. At the same time, top reviewer, high-quality pictures and videos are also essential to review. without these conditions, you cannot easily advertise, and the profits brought are far from satisfactory. 2. You can view Asin transformation in the business report. if the transformation is low, for example, less than 1 %, this shows that this listing market lacks competitiveness and needs to be optimized. similarly, it needs to fully optimize the product details from various details in the station.