Recently, a friend asked Xiaoyi: In a store, I have two products of the same type, and the one I bought earlier is basically stable. The new one, I made a difference in quantity, the old Listing The number of new listings is small and the number of new listings is large, which can show the price advantage. However, after I opened the advertisement, I found that the performance of the advertisement was not as good as expected, and it was not as easy to promote as the first one. I remember you said in class, If there are multiple products of the same type in the same store, it is better to be able to compete in different places. What should I do now?
Xiaoyi thinks: If you are not a business that digs deep into a specific category, otherwise, in the selection process, try to avoid choosing multiple products of the same type in the same store as much as possible.
The reason is actually very simple. According to Amazon's traffic distribution mechanism, for the same type of products in the same store, the amount of traffic that can be obtained is different.
If the store is different from each other, as long as it is carefully crafted, there is a chance to run to the top of the ranking, but if the products in the store are of the same type (similar products refer to different styles, different colors, different types of products with the same core keywords) models, different materials, different quantity combinations), whether it is keyword ranking or ad ranking, the amazon system will restrict other SKUs, except for the same performance.
For example, the store sells two products, a mouse and a keyboard. As long as they are carefully crafted, both of your products will have a chance to appear on the first page of search results (that is, the keyword ranking rushes to the top). If you advertise, as long as the bid is reasonable and the key The word quality score is high (the listing optimization is reasonable and the conversion rate is high), and the advertisement will appear in the top position.
However, if the two products in your store are two kinds of mice, the difference between them is wired and wireless, color, ordinary mouse and gaming mouse, etc. When you push one product up, you push another one. When you select a product, you will find that the difficulty factor of building has increased a lot. At the level of keyword ranking, if product A is on the first page of search results, it is difficult for product B to be pushed to the first page. We even found that when product A was on the homepage, we tried our best to push product B forward, and finally reached our desired product B to the homepage, while product A, which has been on the homepage for a long time, has no abnormality. Dropped to page 2 of search results, and then, sales dropped and BSR rankings dropped.
Some merchants may have questions, so why can Anker's products appear on the first page of search results?
Let's talk about the matter. When you search for keywords such as PowerBank, you can indeed see multiple Anker listings on the first page of the search results, but there is a saying, "a skinny camel is bigger than a horse", which seems to be the same thing , but even if others perform a little worse, their absolute performance will be much better than yours. Wang Jianlin also said that the small goal is 100 million, but how many can we look up to?
For most merchants, if your category is small, the competition is not fierce or your competitors are weak, or you are the absolute king in your category, otherwise, push two products to enter the keyword ranking homepage at the same time, or achieve the same It is actually difficult for the two listing advertisements of similar products in the store to run to the front.
That has already been done in this way, how to make it better?
First of all, you must understand and accept Amazon's traffic distribution mechanism, and don't be too obsessed with the obsession that your two (more) products must be on the homepage.
In this case, the philosophy that should be upheld is that the able will go up and the mediocre will go down. For listings with good performance, push carefully and push hard to make the strong ones stronger, while for listings with average performance, you can also guard the median, and you can make profits if you can place orders. In the delivery of advertisements, a differentiated delivery strategy should be adopted. If the bidding price of commodity A is high and the performance is good, commodity B should appropriately control the advertising bidding.
For listings with good performance, you can occupy the top position in the form of the strong and the strong, but when compared to the products with slightly inferior performance, you should arrange them in the bench position to ensure sales and profits under normal conditions. When the performance is good When the listed listing is out of stock, the backup listing can be quickly filled up.
But the most taboo thing is that once a product is successfully built, many merchants inexplicably magnify their confidence and expectations, and put multiple copies of the same product in the same store at once. Instead, it was diluted by the hard work of other SKUs.
Xiaoyi reminded that focus is better than distraction, stare at a point, rush forward hard, and don't look back. Use a needle to pierce the sky.
In fact, the big truth is not that complicated, and what they say is the vernacular, but those who do not act will always ask: Is there anything else? Is there something more powerful? Is there something more powerful? They came to this world. The mission is to collect answers. Practice is the only criterion for testing truth. Standing in the same place, accumulating a lot of truth, when they talk big, they will say, I knew this thing many years ago, if I acted at the time, I will definitely perform better now than anyone! Say. (Amazon Advertising Tools free registration link:)