When it comes to traffic, it is bound to come to the issue of advertising.
The most common problem with advertising is that the traffic is unevenly distributed, the product page of the advertisement has a lot of exposure, and the exposure of the rest of the position is very small or even no.
Don't panic when you encounter this kind of problem. Today, Xiao Er will analyze the reasons and solutions with you.
Ads only run on product pages?
In response to this problem, we can analyze from the following two situations:
The first
Automatic advertising to run the product page
This situation is relatively common and is a normal phenomenon.
Because new products are launched without any data support , and the keyword search page is a very important traffic to the platform.
Naturally, the platform will not easily give such an important traffic bit to new links.
Therefore, Amazon will naturally show the traffic of the product pages of similar competitors to the new links.
If the new link is performing well, the platform will slowly give the traffic of the search page to the new link, and vice versa, the traffic will be given to other well-performing new links.
In other words, Amazon will give us a chance to perform, and if we perform well, we will have candy, and if we do not perform well, we will have no candy.
This is the underlying logic of Amazon Advertising's traffic distribution.
If we want to capture this wave of traffic to the product page, we can wait for the new link to have comments before increasing the budget for automatic advertising.
And we can catch the Asins that perform better, set up a separate product page advertisement, and capture the traffic of those Asin's product pages.
In this way, the advertising effect is the best.
the second
Manual advertising to run the product page
If we are running manual ads, most of the exposure goes to the product page, the root cause of this situation is:
The delivered keywords have too low weight for our links and can only be assigned to product pages.
As for which product pages to go to, we can search for the keywords in the foreground, open the product page of each opponent's ad slot, and find our link.
solution
How to reduce the traffic of the product page, so that the search page can get more traffic.
Here are three useful methods to share with you:
The first
This method is very simple and crude.
If there is a comment on the link, we can directly increase the percentage bid for the advertising space at the top of the product page and search page.
As long as there are enough comments and the conversion rate is good enough, the traffic of the product page will soon be pulled away by the search page, achieving the purpose of shifting the ad position.
the second
We can search for the keywords we put in, rummage through the competitor's product page in each ad slot, find our own links, and then find a way to make these links issue orders and accumulate keyword weight.
As a result, there will be less traffic to the product page and more traffic to the top of the search results page or the rest of the page.
This is also a more practical method.
the third
We can also leak through the funnel advertising layer by layer, improve the weight of keywords , and increase the exposure of search pages.
For details on how to operate, you can learn about the million-dollar course of our teacher Chuangmeng Wade, which will have detailed teaching and practical exercises.
Amazon is a platform that speaks with strength. If you want to advertise well, automatic advertising must seize the existing traffic and increase the conversion rate, while manual advertising observes the weight of keywords and raises the keywords with low weight, so that the traffic of advertising will flow in continuously.
