Pit production is the output of pit positions. This is a concept in domestic e-commerce. As the name suggests, it means that the platform gives you a pit position and how much turnover can you bring.
As we all know, Amazon also spends a lot of money every year to obtain traffic from other platforms. In order to keep GMV growing, Amazon must not only obtain traffic from the outside, but also optimize the traffic within the platform.
Assuming that Amazon has 100 traffic, it can generate $150 in sales for seller A and $ 200 in sales for seller B , then he definitely wants to give all traffic to seller B. The point of pit output is to measure the transaction amount within the unit flow. Whoever has the highest output will give the flow.
What Amazon can control is only the ranking, which is the distribution displayed when a buyer searches for a keyword. Clicking – converting – placing an order, these behaviors are all determined by the buyer, not controlled by the platform. Therefore, our so-called pit output, expressed more strictly, is the total transaction amount generated under the unit display volume.
Three elements that determine the output of the pit: click-through rate, conversion rate, and customer unit price
Only these three elements can affect the pit output . Many sellers use keywords to increase the weight of their links, thereby improving their natural rankings. In fact, the core point of these operations is not only to increase sales, but to increase the conversion rate, thereby increasing the pit production.
Some sellers may think of brushing clicks to increase pit yields. But if you brush the clicks, the click-through rate does increase, but the conversion rate drops, so the click-through rate alone is invalid, unless the click and conversion are brushed together.
Can ultra-low price and high volume quickly improve organic rankings?
In the past two years, the industry has been seriously involved, and some sellers have just entered the market and lowered their prices to seize the market and rank up. So can low prices really quickly boost organic rankings? Within a certain range, lowering the price can increase the click-through rate and conversion rate, thereby increasing the pit production and indeed improving the ranking.
But ultra-low prices are not necessarily effective, which Amazon does not want to see. You go to large volumes at ultra-low prices, so where does Amazon's revenue come from? Where does platform GMV come from? You can't maximize the traffic benefits of the platform, and Amazon will naturally not push the rankings to the front.
Can a large number of burning ads be able to quickly increase the natural ranking?
Some sellers think that the pit property is the transaction amount per unit time, and the higher the transaction value per unit time, the higher the ranking. I don't agree with this statement. According to this statement, burning a lot of ads will definitely be able to push up the organic ranking, but it is not the case.
When your conversion rate is not bad and your pricing is reasonable, a lot of burning ads can indeed boost your organic rankings. But if your conversion rate is very low and the unit price per customer is relatively low, the value generated is not high. If your traffic utilization efficiency is too poor, even if you burn a lot of ads, you will still not be recognized by the platform, and free traffic will not be given to you.
Amazon's ecosystem is getting stronger and stronger. It doesn't mean that if you burn a lot of advertisements and buy a lot of transactions, it will give you free traffic. In addition to profit, what Amazon cares most about is GMV, market share, and market value.
How does advertising affect pit production? What is the connection between pit property and advertising?
When a new product is just on the shelves, it is necessary to place advertisements. Otherwise, there will be no exposure traffic, so what are the pitfalls and natural rankings. But in order to place advertisements, you must ensure that your link production is at least not lower than the average level of your peers, and then through a series of optimizations, you must be higher than your peers, so as to achieve sustainable growth.
Advertising allows your links to quickly accumulate data and shorten the time to verify your link’s ability to generate revenue.
If the search volume of a certain word is high, but its advertising data is relatively poor, and its natural ranking cannot be achieved, it is because your word is too low, and it is not your accurate keyword. Or it is accurate, but not suitable for the current stage of your product.
Why is SP advertising more effective than SB advertising and SD advertising in improving organic ranking?
The exposure, click, and conversion data of SP advertisements are directly corresponding to the search keywords, which directly affect the pit production of links under the keywords.
When a new product is launched, even if it has a natural ranking, it is very low. The lower the ranking, the lower the click-through rate. When you cast an SP ad and the ad ranking is stuck in the first few pages, the click-through rate will be greatly improved. Under the condition that the conversion rate and the unit price of the customer remain unchanged, the pit yield will increase rapidly, so naturally Ranking will improve .
SB and SD advertisements only increase the overall sales of your links. The data cannot directly correspond to the searched keywords, and will not directly affect the pit production of the links under the keywords.
But in the long run, SB and SD advertisements will indirectly affect the pit production.
Some users may not place an order immediately after clicking on your SB and SD advertisements. When these users search again, they may enter your link through natural ranking, so this part of the traffic belongs to secondary visits. This part of the traffic is where SB and SD ads can affect natural searches.
As we all know, customers who visit for the second time are potential customers, and the probability of closing is higher than that for the first visit. The attribution period for SB and SD ads is 14 days. Users click on your SB and SD advertisements, search again after 14 days, and click on your natural position. Such transactions are only counted in natural searches. This will increase your conversion rate, which will increase your profit and have an impact on organic rankings.
Why can't it improve the organic ranking of links?
When it is off-site, it sends out authoritative links and does not involve keywords, so the data placed outside the site will not affect the pit production, so the BSR ranking is pulled off the site, which is almost the same as the natural search ranking. No effect.
In the Amazon A9 algorithm, the weights that affect the natural search ranking can be roughly divided into three types: the weight of pitfalls, the weight of popularity, and the weight of regulation.
Pitfall weight: click-through rate, conversion rate, customer unit price;
Popularity weight: additional purchases, collections, sharing, dwell time, user feedback, etc.;
Control weight: new product support, store performance, store volume, historical sales data, inventory, etc.