As an Amazon seller, everyone from business owners to shop assistants is working hard around one goal, which is traffic. Only if there is enough traffic, it is possible to bring more orders.
Amazon listing optimization is the most effective means of driving traffic to product listings and getting sales. Additionally, as the market becomes increasingly crowded beyond 2020, the ability to effectively optimize Amazon listings is a key skill.
You must have tried to increase the budget and bidding of advertising keywords, but the effect is not good, the conversion cannot keep up, and the ACOS is high.
The first logic, the effect of increasing the budget is to increase the number of browsing. Assuming that the CTR remains the same and the bidding price remains the same, do you think the conversion will increase or decrease? Usually it is a decrease. to push.
Amazon will spend as much as possible on your budget every day. You often find that the budget that you usually spend in one day may be spent the next morning after you increase the budget (or you can’t spend the budget at all, that’s the problem. bigger, do the CTR first). This is the machine learning it does to maximize its own interests, so the result is an increase in traffic, a decrease in conversions, and a decrease in the weight of LIsting.
So after we increased the budget, we increased the bidding price, thinking that the improvement of the ranking will bring more accurate, less traffic, more orders, and the conversion rate can be improved.
On the contrary, we checked the position of the keyword, and it did increase, and the budget was spent the next morning, but the order was still low, the ACOS was still high, and the conversion was low.
The reason is that the traffic on the previous page is much greater than the traffic on the next page. The more traffic, the better you will convert. Especially in the search mechanism of ranking by weight, the traffic is not converted at all by increasing the bidding price, the budget is not enough, and the weight of Listing drops even more (this is a bit difficult to understand. For an extreme example, the initial bid of 0.6 is in the second place). Page, 100 people per day, 10 transactions, and 1 after raising the bid, 100 people per day (budget limit), 10 orders, and the same conversion rate, which one is more beneficial to the link, the former, the latter competitor at the same location may convert If there are 15 orders, the next time you want to go to this location, you will have to pay a higher bid).
2. How to improve the traffic and conversion rate of core words, and how to increase the single volume?
The orders are concentrated on ASINs, the unit price is not high, and the conversion rate is about 10%. It can basically be determined that the products are mainly browsing.
Browsing product ASIN is a good choice. If you simply increase the order, you can increase the advertising investment in ASIN. The impact is that the budget will increase, the traffic will increase, the click rate will be higher than the average level, and the conversion will increase. Remember to choose the correct ASIN and screen regularly.
In the case of a small budget (defined by whether your budget is almost spent by these advertisements), you can use ASIN as the main method. The advantage is that the bidding is low, the acos control is easy, and the disadvantage is that the order is unstable, and the natural order will be less.
However, after taking this as the main method, you have to find a way to increase the order volume. At this time, your natural position is supported by the order volume. In addition to advertisements, in-site discounts, membership discounts, and coupons are browsing products. an approach. Approaches for smaller budgets (don't try functional products).
ASIN advertisements include: automatic, manual, branding, and presentation. All of them are the best. Control the traffic and conversions mentioned above (not the more traffic, the better).
make this the main method
The main method: the budget is sufficient, and it will be done for a long time. Manual keywords are combined with ASIN and other categories to assist.
The purpose of advertising: let the natural position of our keywords move forward more and more, and increase our weight on this keyword by placing orders for advertising keywords, and finally achieve a state where natural orders far exceed advertising orders.
3. How to find words?
Automatic ads can't run out of words, or the words run out can't stand ACOS. In the final analysis and the nature of the product, keywords have a big impact. For example, for a decorative type of product, Home decor is the best place to place an order, but if you type this word, you will never know how it will die, because it is determined by the attributes of the product.
Of course, it does not mean that products with a browsing nature cannot be used for keywords. Therefore, it is very important to find only these or most of these products in the search results under a certain search keyword. The key is to type these words (multiple negatives). Check the competitor’s keyword software, and look for more search results. If the ad can’t run out of words), start with a certain search volume in the middle and long tail.
4. How to improve traffic and how to improve conversion
Natural + advertising, first do the conversion rate, after stabilization, find words and determine a suitable position. Simply put, don’t compare products with 10 orders a day to 100 orders a day.
Choose a similar product location, and then pay attention to the increase in traffic. The trend remains on the rise. At this stage, you must grasp the situation of click-through rate. If the product location is similar, and the click rate is wrong for more than 3 days, which is far lower than the peers, then your product is not suitable to compete with the competitors you think.
Optimize the main picture, or use coupons, and improve the score. There is not one competitor, but multiple competitors. For example, in these two columns, the number of orders and REviews are not much different.
Don’t have too many words, keep more than 10 clicks a day, adjust the number of words according to your own budget, and the nature of browsing is widely recommended in the early stage, especially if your budget is not enough, don’t start typing big words, don’t think about typing at the beginning The first and second places, especially when others have advertising space, leave the rest to the products you selected.
Let the incoming traffic be converted as much as possible (try to rely on nature, the trend is normal, and occasionally you can make up the order when it is not normal)
It is not about whether the more traffic the better, the higher the position, the better, whether the current position is reasonable, whether the conversion rate is normal, whether the order growth is reasonable, and whether the entire listing is a healthy development trend. (Amazon Advertising Tools Free Registration Link:)