One, in-site advertising
In-site advertising is the highest proportion of Amazon promotional channels, but also to enhance the key core of the promotional effect. Many sellers know this, but do not know where to start advertising optimization, they suffer from what data should be concerned about, and from what dimensions to analyze the data.
In Amazon operations, a significant portion of sellers who do not enable on-site advertising, the product is not orders; after enabling advertising, product orders are there, but after some operation, either the ACOS value remains high, much higher than the gross margin, and may even be less than the cost of advertising expenditure of sales more.
Sellers know that the core of the station advertising should be optimized for advertising, but few sellers know how to optimize. The prerequisite for effective advertising optimization is to be able to look at the advertising data, which has four core variables: exposure, clicks, order conversion rate, ACOS.
These four core variables have a mutual influence on each other, but based on the logic of Amazon's onsite promotions, the exposure is the basis of all data, only enough exposure to get enough clicks, and enough clicks, we can get enough data, and we can get enough clicks, we can get enough clicks, we can get enough clicks, we can get enough clicks, we can get enough clicks, we can get enough clicks, we can get enough clicks. Clicks, we can get enough orders, order conversion rate will be higher, Acos is closer to the real level, this situation can be used as a basis for optimization of advertising.
1, exposure
Exposure is the number of times a product is seen by consumers when it is advertised on the site, when an advertising program is opened, the first thing sellers need to pay attention to is the amount of exposure, and the content of the listing has a very big impact on the amount of exposure, the seller must do a good job of researching the core keywords, and try to set up a suitable, high-traffic core keywords for the product when it is first advertised. The first time you see this, you'll be able to find the right keywords for your product.
If a product's exposure data is not high during the promotion, it may be caused by the following two factors:
Listing content and core keywords are not accurate, and the system is not in place to recognize them
The product's bidding is on the low side, and the system doesn't give it enough exposure
In the first case, if you want to increase the exposure of your product, you have to check the listing details, the category, and the keywords, and you have to check the content of your listing. The first is to check the details of the listing, whether the choice of category is accurate, whether the core keyword description is appropriate, whether the scope of core keyword coverage is well thought out, etc., will be perfected in these elements, under normal circumstances, the product exposure will begin to improve.
If Listing elements are perfect, exposure is still very low, it may be the second case, so sellers only need to properly increase the product advertising bidding, you can get higher exposure.
2, clicks
In the case of exposure without problems, sellers need to pay attention to the second data is the amount of clicks, that is, the number of consumers to see your products to promote the number of clicks to come in.
Under normal circumstances, the ratio between clicks and exposure, that is, the CTR should be about 0.5%, if less than 0.5%, we need to find out why the CTR is low, there are often the following two points:
The main picture of the product promotion with the main picture is too poor, it is difficult to attract consumers to click on it
The advertisement shows the location of the relatively more backward, the exposure is not enough
CTR can greatly affect the quality score of the advertisement, when bidding for the same advertisement space, the larger the quality score of the advertisement group the smaller the bidding price required. The way to increase the number of clicks on a product is similar to the amount of exposure, one is to optimize the main image of the product listing, strengthen the quality of the image, improve the presentation, and attract consumers to click on it; the second is to adjust the bidding on the ads for the product, in order to change the ads to display in a position that generates more exposure.
3, order conversion rate
In the early stage of advertising and promotion, compared to ACOS sellers should pay more attention to the order conversion rate, that is, the conversion rate of consumers clicking on the formation of orders. According to the normal operation of the big data, the order conversion rate of about 15% is more normal, if lower than this value, there may be the following reasons:
Listing optimization is not in place, it is difficult to promote consumers to order
The price of the product is too high, exceeding the consumer's psychological expectations
Review is too little, or too many negative reviews
03? According to the negative Review of the views put forward by the corresponding optimization, to reduce the subsequent negative impact
4, ACOS
ACOS is a certain period of time by the advertising cost divided by the amount of sales during the period by the advertisement of the amount of money obtained by a percentage of the advertisement, advertising bidding, the product price, the amount of clicks, Ad bids, product selling prices, clicks, and orders all lead to changes in ACOS.
Among these variables affecting ACOS, clicks and orders are the result of the later period, but advertising bids and product prices can be adjusted by the seller, through the analysis of the relevant data, targeted intervention can effectively reduce the value of ACOS, the specific methods are as follows:
01 Reduce bids
Lowering the bidding price can
Reducing the bidding can reduce ACOS to a certain extent, but this will also reduce the amount of exposure to the ads, so it can not be used as a first choice.
02 Increase conversion rate
Optimizing existing listings and eliminating ineffective traffic can increase the conversion rate of ads without any negative impact, which is the first thing you can try to do when the ACOS is too high.
03 Adjust the product selling price
Under normal circumstances, the product selling price is often inversely proportional to the growth of the conversion rate, so you can adjust the product selling price according to the actual situation, the ultimate goal is to improve the conversion rate and the product of the sales price.
Understanding the role and importance of the above variables, in the early stages of Amazon advertising, there are some points that need to be noted by sellers:
01 ? Regardless of the product, it is recommended to turn on automatic advertising on the first day. Automatic advertising, the system will automatically select and product matching keywords to promote, due to the initial lack of data to keyword analysis, automatic advertising run after the data can provide basic support for sellers to adjust the promotion strategy.
02 On the first day, try to consume the advertising budget. In order to ensure that the data obtained on the same day is more accurate and conducive to data analysis, the seller will try to use the advertising budget on the first day to complete the use.
03 Regular data monitoring. To do data analysis, you can't just look at the data when you remember to look at it, but you have to regularly monitor the data and analyze it over time, whether it's 3 hours, 1 day, 3 days, 1 week, you have to look at the data on time and analyze and compare it, so you can know how effective the application of different advertisement strategies are at different points in time.
Second, promotional activities
Promotional activities, but also Amazon sellers to promote one of the important means of product promotion, promotional activities to promote the following three kinds:
1, Free shipping
Free shipping that is, free shipping promotions, buyers to buy products involved in Free shipping, but the product will not have to spend shipping costs. Buyers who purchase products participating in Free shipping will not have to spend shipping costs, but the promotion is limited to the participation of products from the distribution, the products distributed by Amazon can not participate, in addition, Free shipping provides logistics and transportation speed than Standard Shipping standard transportation will be slightly slower.
2, Coupons
Coupons that is, coupon promotions, coupon promotions to participate in the product, its Listing in the Amazon search results will be more prominent and eye-catching, set the amount of discounts and percentage discounts Listing, but also because of the product's lower unit price is more likely to attract the attention of consumers to promote the order. The Coupons promotion is lower than the spike activity threshold, and is suitable for sellers who do not meet the conditions of the spike activity to do discount promotion.
3, spike activity
Amazon provides a spike activity a **** there are three kinds, respectively, Best Deal, Lighting Deal, Deal OF The Day, the following big orange on the three kinds of spike activity what is the difference between:
Best Deal
Best Deal that is the week of Best Deal, usually referred to as BD, the activity generally lasts about 2 weeks, sellers can meet the appropriate conditions to participate in BD free of charge, the scope of coverage of the U.S. station and the Japanese station.
Lighting Deal
Lighting Deal is a short time spike activity, referred to as LD, usually lasts from 4 hours to 6 hours, sellers participate in the activity, each Asin need to pay $150 commission. In addition, Amazon specifies that product types such as e-cigarettes, alcohol, adult products, medical devices, pharmaceuticals, and infant formula cannot participate in the spike.
Deal OF The Day
Deal OF The Day, the duration of one day of spike activities, referred to as DOTD, is the best effect of the spike activities, but also the most demanding application conditions, only three advertising space per day, very rare. Its spike promotion display form for mobile open Amazon App open screen ads, so can cover the widest range of people.
Participate in which spike activities, according to the actual situation of the product and the market to choose, otherwise it may not pay off, as long as the participation is appropriate, the spike activities to bring the traffic is quite objective, you can greatly enhance the exposure of the product, while enhancing other variables, and thus achieve the ultimate goal of promoting sales.
In addition, do not forget to record the costs incurred in each of your promotions in the course of the promotion, so that it is convenient to do the statistical cost of the latter, analyzing the ROI of the promotional activities.
Third, the product evaluation
The main role of the product evaluation in the promotion is to increase the number of reviews and the proportion of positive reviews of the store, in order to enhance the product weighting by Amazon, and bring more natural traffic. The Amazon product evaluation is divided into two kinds of ordinary evaluation and Vine evaluation:
1, ordinary evaluation
The evaluation is by the seller to find evaluation ways to evaluate the product, it should be noted that, compared with the Vine evaluation, the ordinary evaluation of the product to bring the weight of the impact of the smaller, the following is the big orange collated a few ways to evaluate:
Social platforms evaluation
The evaluation is the main purpose of the promotion is to improve the number of shop reviews and the proportion of positive reviews to enhance Amazon's product weighting and to bring more natural flow.
American friends: international students and overseas Chinese resources assessment, relatively safe. Back to evaluation time is relatively controllable, and easy to communicate.
Service provider intermediary assessment: non-self-supporting number of machine brush, higher commission, buyer account security is not controllable, save time, the product is easier to send out.
Reviewers: fans who have cooperated for many times, netizens, top reviewers, official reviewer program and subscriber.
Review platforms: such as iReviewHome, AmzSpeciald, etc., the amount of money charged by different platforms to stay in the rate of evaluation, the rate of falling evaluation is different, the advantage is that it is time-saving and the single volume is relatively large. The advantage is that it saves time and the single volume is relatively large.
2, Vine evaluation
Vine evaluation refers to the seller through the Amazon official certified evaluator product evaluation and published evaluation, due to the objectivity and fairness of the VIne evaluation of the personnel, compared to the ordinary evaluation, Vine evaluation of the system will bring a greater impact on the weight of the system, if the evaluation is positive, the product can be access to a large number of traffic, and vice versa, the traffic is greatly reduced.
It is important to note that once a Vine review is completed, the seller will not be able to modify or delete it. The suggestion from Dagang is that sellers who have verified their products many times and have a high level of confidence in the quality and evaluation of their products can use the Vine review to get promotional traffic to their products, or else they should be careful about choosing the right one.
In addition, do not forget in the process of evaluation, record the number of positive feedback generated in each of your evaluation, as well as the cost, which can be done for the late statistical cost, analysis of evaluation channels and other data analysis to provide a basis for the formation of reports statistics.
Four, customer relations
Customer relationship maintenance and the above three station to promote the biggest difference is that its main purpose is to maintain the relationship with the old customers to promote their promotion, leading to repurchase, the other three ways to promote the station to promote the new customer orders.
Customer relationship maintenance also requires sellers to have the ability to analyze data, including the old customer transaction completion time, the number of transactions, the transaction amount, evaluation, etc. These data relate to the buyer's stickiness, loyalty, spending power, sellers need to focus on and those who buy a lot of purchase, the purchase amount of money, evaluation of the more favorable customers to do a good job of relationship maintenance.
In the maintenance of customer relations, it is not recommended to start the promotion of promotions, you can buy information according to the customer, regularly share the appropriate product skills, maintenance methods, such as maternal and child products to share some of the knowledge of the baby's health and so on. However, when sending such emails, it is recommended to ask customers whether they need, if the other party clearly indicated that they do not need to stop pushing. If the information you share is practical or meets the needs of the customer, it will generally enhance the other party's favorable impression of the seller's store.
And customer relationship maintenance in place, you can carry out product discounts and promotions to promote, but need to pay attention to is, the best to customers to promote and its once purchased products associated with the high degree of product, to achieve precision marketing, so that the probability of customers back to the purchase is higher.
V. Summary
Although the station promotion involves a lot of variables and operations, but in the actual action must be based on the actual situation to take appropriate measures, improvisation, should not be bound by a fixed method of binding, the Ming people change with the times, know with the things and system, understand the underlying logic of the station promotion, you can easily cope with the process of promotion of the majority of the problems encountered.