Amazon’s peak season is coming soon, and experienced sellers should know that from the beginning to the end of the peak season, advertising competition will be extremely fierce, and basically the price of advertising words will rise, so the most discussed issue among sellers is: product association What should I do if the bidding price of a single or multiple ad words increases, causing the advertising budget to exceed, but the product profit does not increase, resulting in a loss for the store? Let me share with you 5 tips, and cleverly adjust the advertising strategy to bring more profits to the store.
1. During the peak season, focus on adjusting the bidding of key products
During the promotion period, there is actually no need to adjust the bidding price of all products. For those products that have profit margins, are in stock, and need to be shipped in large quantities, the key adjustments will be made, and the bidding price will be raised. The rest of the store is less profitable and the inventory is not particularly sufficient. Fine-tune the products, consider the proportion of profits in the store as a whole, and adjust the advertising strategy appropriately.
2. Bidding based on location, product exposure and display effect is better
During the peak season, the purchase demand of buyers will increase. Basically, when they see the products they like, they will not compare them seriously, and most of them will be purchased directly. Therefore, sellers should make good use of location-based bidding in bidding control to deal with buyers with strong purchase desires and high traffic during peak seasons, and set corresponding advertising prices according to the exposure performance of products in different locations It must be said that the ad position at the top of the homepage must be good. Of course, it is the best to be on the top, but it also needs to be adjusted according to your own advertising budget. The exposure and display effect of other positions on some categories is also good.
3. Create an advertisement for the core words of the product separately, and reasonably set the budget and the bidding ratio of the home page position
As a senior Amazon store, you can only be called a qualified store if you can reasonably adjust the advertising bidding ratio. Create an advertisement for the core words of the product, set the budget and the bidding ratio for the first place on the homepage is a relatively good advertising structure, and This kind of advertising structure is convenient for sellers to observe and adjust, and it is especially effective for some products with few keywords.
4. Reasonably allocate budget for advertising positions
Generally speaking, the most expensive position for advertising is definitely the [top position of the home page] in the search module of the Amazon platform. Although the bidding CPC of this position will be 30% higher than other positions, sellers still enjoy it. Constant competition, because the conversion rate it brings will be 70% higher than other positions. As a military strategist, the budget ratio of the top bidding position on the home page can be set at 30%-40% of the total budget, and then adjust different products according to changes. The scale of the top position on the first page. Other positions are allocated reasonably according to the display effect of the product.
5. The importance of product placement
During the peak season, product placement will get a huge amount of exposure, and everyone knows that you can target brands, categories, and ASINs. At this time, don’t be afraid of brand placement, and think that the cost is not worth it. In fact, try to adjust the relevance It is also an advertising strategy to place relatively high brands, and it may also achieve unexpected results.