First, the station advertisement
In-site advertising is the channel with the highest proportion of Amazon promotion, and it is also the key core to improve the promotion effect. Although many sellers know this, they don't know where to start advertising optimization. They are worried about which data to focus on and from which dimensions to analyze the data.
In the operation of Amazon, a considerable number of sellers have no orders if they don't enable in-site advertisements; After the advertising, the product orders were placed, but after some operations, either the ACOS value remained high, far higher than the gross profit margin, or even the sales volume was not as high as the advertising expenditure.
Sellers know that the core of in-station advertising is to optimize advertising, but few sellers know how to optimize it. The premise of effective advertising optimization is to read advertising data, which has four core variables: exposure, click volume, order conversion rate and ACOS.
These four core variables are interactive, but based on Amazon's promotion logic, exposure is the basis of all data. Only with enough exposure can you get enough clicks, and with enough clicks, you can get enough orders, and the order conversion rate will increase, and Acos will be closer to the real level. In this case, we can optimize advertising on this basis.
1, exposure
Exposure is the number of times a product is seen by consumers when advertising in a station. When an advertising plan is launched, the seller should first pay attention to the exposure, and the listed content has a great influence on the exposure. Sellers should first do a good job in the research of core keywords, and try to set appropriate and high-flow core keywords for products when promoting for the first time.
If the exposure data of a product is not high when it is promoted, there may be the following two factors:
The listing content and core keywords are inaccurate, and the system identification is not in place.
The bidding price of the product is low, and the exposure given by the system is not enough.
In the first case, if you want to improve the product exposure, you must first check the product listing details, whether the category selection is accurate, whether the core keyword description is appropriate, and whether the core keyword coverage is comprehensive. Under normal circumstances, by perfecting these elements, product exposure will begin to increase.
If all the elements of listing are perfect and the exposure rate is still very low, it may be the second case, so the seller only needs to raise the advertising bid of the product appropriately to get higher exposure rate.
2. Click on the volume
In the case that there is no problem with exposure, the second data that sellers need to pay attention to is the number of clicks, that is, the number of clicks that consumers come in after seeing your product promotion.
In general, the ratio of clicks to exposures, that is, CTR, should be around 0.5%. If it is less than 0.5%, it is necessary to find out the reasons for the low CTR, which often have the following two points:
Product promotion with the main picture is too poor to attract consumers to click.
The advertising display position is relatively backward and underexposed.
CTR can greatly affect the quality score of advertisements. When bidding for the same advertising space, the greater the quality score, the smaller the bidding required by the advertising group. The way to increase product clicks is actually similar to exposure. First, optimize the main picture of product listing, strengthen the picture quality, improve the presentation effect and attract consumers to click; The second is to adjust the advertising bidding of products and change the advertisements to positions that can generate more exposure.
3. Order conversion rate
In the initial stage of advertising promotion, we should pay more attention to the conversion rate of orders, that is, the conversion rate of orders formed by consumers' clicks, compared with ACOS sellers. According to the normal operation of big data, the order conversion rate is normally around 15%. If it is lower than this value, there may be the following reasons:
Housing optimization is not in place, and it is difficult to promote consumers to place orders.
The product price is too high, which exceeds the psychological expectation of consumers.
There are too few comments or too many negative comments.
Sellers can try to improve the order conversion rate through the following suggestions:
0 1? Continue to strengthen the optimization of listing, we can analyze the core words of several competitors, find out the core roots, combine them and create our own core words.
02? Adjust product prices, appropriately reduce product prices and guide consumers to place orders under the condition of little impact on store operating profits.
03? According to the opinions put forward by negative comments, make corresponding optimization to reduce the subsequent negative impact.
4、ACOS
ACOS is the percentage of advertising expenses in a certain period divided by the sales brought by advertising in that period. Advertising bidding, product price, click volume and order volume will all lead to the change of ACOS.
Among these variables that affect ACOS, click volume and order volume are the results of the later period, but the advertising bidding and product selling price can be adjusted by the seller. By analyzing the relevant data and carrying out targeted intervention, the ACOS value can be effectively reduced. The specific method is as follows:
0 1 reduce the bid price
Reducing the bidding price can reduce ACOS to a certain extent, but it will also reduce the exposure of advertisements accordingly, so it cannot be the first choice.
02 improve the conversion rate
Optimizing the existing product list and eliminating invalid traffic can improve the conversion rate of advertisements without any negative impact. When ACOS is too high, we can try to improve the conversion rate first.
Adjust product prices
In general, the selling price of products is often inversely proportional to the conversion rate, so the selling price of products can be adjusted according to the actual situation, with the ultimate goal of improving the product of conversion rate and selling price.
After understanding the role and importance of the above variables, in the initial stage of Amazon advertising promotion, there are still several points that need to be paid attention to by sellers:
0 1 ? No matter what the product is, it is recommended to start advertising automatically on the first day. Under automatic advertising, the system will automatically select keywords that match the product for promotion. Due to the lack of data for keyword analysis in the initial stage, the data obtained after automatic advertising can provide basic support for the seller's subsequent promotion strategy adjustment.
Try to consume the advertising budget of the first day. In order to ensure that the data obtained on the same day is more accurate and convenient for later data analysis, the seller's advertising budget on the first day is used up as much as possible.
Do data monitoring regularly. When doing data analysis, don't just look at the data when you think of it. You should monitor the data regularly and analyze it in different periods, whether it is 3 hours, 1 day, 3 days or 1 week. You should check the data on time and make a good analysis and comparison, so as to know the application effect of different advertising strategies at different time points.
Second, promotional activities.
Promotional activities are also one of the important means for Amazon sellers to promote their products. There are usually three ways to promote promotional activities:
1, free shipping
Free shipping means free shipping promotion. Buyers will not need to pay for the products that are free of freight, but the promotion is limited to products that are shipped by themselves, and products shipped by Amazon cannot participate. In addition, the logistics transportation speed provided by free freight will be slightly slower than that provided by standard freight.
2. Coupon
Coupon is coupon promotion, and the listing results of products participating in coupon promotion on Amazon will be more prominent and distinct. The listing with amount discount and percentage discount is easier to attract consumers' attention and promote orders because the unit price of products is lower. Coupon promotion has a lower threshold than spike activity, which is suitable for sellers who do not meet the conditions of spike activity to make discount promotion.
3, spike activity
There are three kinds of spike activities provided by Amazon, namely Best Deal, Lighting Deal and Deal OF The Day. The following are the differences between these three spike activities:
Best deal
The best deal is the weekly peak activity, usually referred to as BD for short. This activity usually lasts about 2 weeks. Sellers can participate in BD spike for free if they meet the corresponding conditions, covering American and Japanese stations.
Lighting transaction
Lighting Deal is a short-term spike activity, referred to as LD, which usually lasts for 4 to 6 hours. When the seller participates in this activity, each Asin needs to pay a commission of 150 USD. In addition, Amazon clearly stipulates that e-cigarettes, alcohol, adult products, medical devices, medicines, infant formula and other product types cannot participate in the spike activity.
Today's trading
Deal OF The Day, a one-day spike activity, or DOTD for short, is the most effective spike activity and the most demanding application condition. There are only three advertising spaces every day, which is very rare. Its spike promotion display form is that the mobile terminal opens the screen advertisement of Amazon App, so it can cover the widest crowd.
What kind of spike activity to participate in should be chosen according to the actual situation of the product and market, otherwise it may not be worth the candle. As long as you participate properly, the traffic brought by spike activity is quite objective, which can greatly increase the exposure of products and other variables, thus achieving the ultimate goal of promoting sales.
In addition, in the process of promotion, don't forget to record the expenses incurred in each promotion, so as to make cost statistics and analyze the ROI of promotion activities in the later period.
Third, product evaluation.
The main function of product evaluation in promotion is to increase the number of reviews and the proportion of favorable reviews in stores, thus enhancing Amazon's weight in products and bringing more natural traffic. Amazon's commodity evaluation is divided into general evaluation and Vine evaluation:
1, general evaluation
Evaluation is carried out by the seller, looking for evaluation methods to evaluate products. It should be noted that, compared with Vine evaluation, general evaluation has little influence on the weight of products. The following are several evaluation methods of orange finishing:
Social platform evaluation: such as Facebook, instagram, pinterst, the buyer's account needs to be identified, and it takes time to find the evaluation yourself.
American friends: the evaluation of resources for international students and overseas Chinese is relatively safe. The feedback time is relatively controllable and easy to communicate.
Intermediary evaluation of service provider: non-self-supporting machine brush, high commission, uncontrollable buyer account security, time saving and easy delivery of products.
Testers: fans who have cooperated for many times, network celebrities, top reviewers, official website reviewer program and subscribers.
Evaluation platforms: such as iReviewHome, AmzSpeciald, etc. Different platforms have different retention rates and cost loss rates, which have the advantages of saving time and relatively large quantity.
2.Vine assessment
VIne evaluation refers to the seller's evaluation and evaluation of products by Amazon's officially certified appraisers. Because the appraiser of Vine evaluation is objective and fair, Vine evaluation will have a greater impact on the system weight than ordinary evaluation. If the evaluation is positive, the product can get a lot of traffic, otherwise the traffic will be greatly reduced.
It should be noted that once the Vine evaluation is completed, the seller will not be able to modify or delete it. Orange's suggestion is that when the seller has repeatedly verified the product and has high confidence in the quality and evaluation of the product, he can get promotion traffic for the product through Vine evaluation, otherwise it is better to choose carefully.
In addition, in the evaluation process, don't forget to record the number of favorable comments and expenses generated by each evaluation, which can provide a basis for the later statistical cost, analysis and evaluation channels and other data analysis, and form report statistics.
Fourth, customer relationship.
The biggest difference between customer relationship maintenance and the above three on-site promotion methods is that its main purpose is to promote old customers and promote repurchase through relationship maintenance, while the other three methods are to promote new customers to place orders through on-site promotion.
Customer relationship maintenance also requires sellers to have the ability of data analysis, including the transaction completion time, transaction times, transaction amount, evaluation and so on of old customers. These data are related to the stickiness, loyalty and spending power of buyers, and sellers need to pay more attention to maintaining the relationship with customers who buy more times, buy more money and receive more praise.
In customer relationship maintenance, it is not recommended to sell at the beginning. According to the customer's purchase information, you can share the corresponding product use skills and maintenance methods on a regular basis, such as sharing some baby health knowledge with customers of maternal and child products. However, when sending this kind of email, it is recommended to ask the customer whether it is needed first, and if the other party clearly indicates that it is not needed, stop pushing. If the information you share is practical or meets the needs of customers, it will generally enhance the other party's goodwill towards the seller's shop.
When the relationship with customers is in place, you can discount the promotion products. However, it should be noted that it is best to promote products with high correlation with the products that customers have purchased, so as to achieve accurate marketing, so that the probability of customers repurchasing is higher.
Verb (abbreviation of verb) abstract
Although there are many variables and operations involved in the promotion in the station, we must take appropriate measures according to the actual situation, improvise and not be bound by fixed methods. Knowing the underlying logic of in-station promotion can easily deal with most problems encountered in the promotion process.