In the field of e-commerce, the concept of “product is king” has been deeply rooted, and has been verified by tens of millions of sellers. Especially in the current highly competitive Amazon, the influx of new sellers by Amazon in the past two years is wave after wave, and the advantages of products are particularly important in the context of the internal environment. Now, when most sellers choose products, they just have two choices, one is the evergreen daily necessities, and the other is seasonal products. The former basically changes in advertising methods, and how to advertise seasonal products has become the point of doubt for many novices. Today, Captain Dragonfly will share with you, How to advertise Amazon seasonal products?

1. Control the seasonality of products as a whole

For the advertising of optimized seasonal products, we need to accurately grasp the seasonal attributes of the products, and we need to have an in-depth understanding of our products, such as when is the peak season, when is the off-season, and when is the paving period. We should accurately divide each period in stages, and then determine the different advertising strategies at each stage.

2. Optimization strategy of advertising in off-season

Seasonal products will naturally have off-season. The overall strategy of off-season is to shrink advertising as much as possible, reduce resource waste and optimize internal skills in an all-round way.

① Control budget: during the off-season, try to reduce the budget in advertising, and even some campaigns with poor transformation and poor performance will be suspended first and opened after the peak season.

② Bidding strategy: for campaigns with long data accumulation and relatively stable, the “down only” bidding strategy is more recommended during the off-season.

③ Optimize advertising: during the off-season, we also need to spend some time and energy to optimize the product advertising series, timely check and add negative keywords, and adjust the bidding of keywords according to the data performance

④ Optimize listing: check the picture, title, description and other information of the product, constantly improve it, and test the modified advertising effect comparison; The above operations can help you reduce some unnecessary advertising waste during the off-season of the product and better allocate the marketing budget.

3. Optimization strategy of advertising in peak season

When seasonal products are in the peak season, the strategy in the overall direction of advertising can be liberalized, more investment and breakthroughs in all aspects. How should we operate?

① Budget adjustment

First of all, the budget needs to be adjusted. During the peak season, the budget is no longer dominated by contraction, but should be appropriately liberalized, that is, we need to increase the budget according to the performance of the campaign. We can add more for those with good performance, and then adjust the budget for those with poor performance; In addition, when increasing the budget, try to follow the adjustment method of “small amplitude and high frequency” to avoid the reduction of traffic accuracy and poor transformation of advertising due to too much budget liberalization at once.

② Bidding strategy adjustment

Check the bidding strategy of each campaign. Previously, the campaign of “down only” was adopted. If the data performance in recent two weeks is good, you can first switch the bidding strategy to “fix”, and then switch to “up and down” according to the data performance to test its performance. If the performance continues to be good, these campaigns can adopt “up and down” throughout the peak season Conduct large-scale bidding according to the bidding strategy; Similarly, the previous campaign using “fix” can also test the performance of “up and down” if the data in recent two weeks are good.

3. Add more delivery

During the peak season, all kinds of advertisements need to be launched and occupy a variety of traffic sources. However, what we need to do is to check the perfection of the advertising structure. Open those campaigns suspended during the off-season and test the data performance. If the data performance improves, it can be opened all the time during the peak season; Then check whether the advertising series such as SP auto, SP keyword, SP product and Sb are complete. If not, it is recommended to open a new campaign to make a breakthrough from each traffic point.

4. Optimize advertising

Advertising optimization is also very important, which needs to be continuously optimized. Whether to add or not price adjustment is an essential operation means, which can be adjusted according to the data performance; If the product you sell belongs to multiple styles of the same product (maybe a shoe with different sizes and colors), when advertising, you don’t need to advertise each variant separately. You just need to find out the best variants and attract all the advertising traffic to the variant. Shoppers will click and buy other versions by themselves.