①How to reasonably set the advertising budget for different products at different stages?
②How to optimize advertising keywords to make products with lower cost prices and higher returns?
③Why do you invest so much in advertising, but the conversion rate is still so low?
④Have you completed your order index today?
The conversion rate is the most concerned point for our sellers, because the conversion rate is linked to the order, how much is the conversion rate of Amazon advertising to be considered qualified?
Here are a few Amazon Advertising keyword optimization strategies to consider:
First of all, it is not recommended to use too many general words. The so-called general words are big words, super hot words, and inaccurate words.
Second, choose keywords that are close to the attributes of your product, such as keywords that include one or two attributes of the product's function, material, color, style, place of use, and so on. These keywords are more suitable for your product, narrowing the product range, can greatly improve the conversion rate.
1. How to find keywords related to these products?
1. Automatic Advertising
What the product needs in the early stage is accurate traffic. Therefore, when we are doing it, we can consider doing it manually first.
We know that one of the biggest differences between manual advertising and automatic advertising is that manual advertising requires sellers to find keywords by themselves. One of the most important functions of automatic advertising is to let us know which words customers use to find our products, and the click-through rate and conversion rate of different customers' clicked keywords are also different.
Find out the core keywords of your product.
According to your own budget, bidding competition and ordering situation, you can comprehensively consider and select the core keywords you want to bid on.
Do phrase matching for core keywords.
Accurately negate the core keywords.
With the analysis of the search term report of automatic advertising, we can filter out which words have high clicks and which words have more orders, and sorting out these words is the key words we need to focus on later.
2. Amazon front desk analysis
Regarding the mining of Amazon front-end keywords, the most familiar one should be the drop-down box of the Amazon search box. For example, if you search for a word in the search box, it will have a batch of recommended words.
At the same time, you can also get more keywords by checking the titles of competing products, especially the top-ranking products. You can look at similar words in their titles, these words are actually listing some of the more important words. When you read more listings, you can collect more than ten words.
3. Keyword Mining Tool
①Yishutong keyword expansion: The system combines the Amazon algorithm and the Yishutong algorithm to quickly dig out a large number of hot search keywords related to the query keywords according to the keywords input by the user, helping sellers to write optimized listings and expand keywords. library to prepare for ad word selection.
Enter query keywords. It is recommended to enter big words related to the product. Entering long-tail words may reduce the number of expansion results.
②Yishutong ASIN keyword reverse check, it has the following functions:
(1) [ASIN Keyword Reverse Search] can query the included keywords of any ASIN on Amazon, and obtain the following data:
Query the advertisement and organic ranking data of the first three pages of ASINs in the search results of the included keywords
View other product information on the first three search pages where the keyword ASIN is located
Monthly estimated search volume, result volume, and competition index of included keywords
Suggested bids for included keywords in the three matching methods of manual advertising
The average number of reviews, average ratings and average prices of the top 10 products in the search results of the keyword search results
(2) By reversely checking the ASINs of competing products, you can understand the data of the words included in the competing products; according to the advertisements and natural rankings of the included words, estimate the advertising words of the competitors; you can extract the appropriate keywords from the words included in the ASINs of the competing products Take it for your own use and expand the keyword thesaurus of the product.
(3) Provide advanced reverse check mode, users can get more keywords included in product ASIN
(4) By periodically checking our own products, we can understand the growth rate of the included words, the quality of the included words and the ranking, so as to estimate the stage of our products.
How to use Yishutong ASIN keyword reverse check?
Add ASIN for reverse check
(1) Enter the [ASIN] to be queried in the search box, select the [site] to be reverse-checked and the reverse-check mode [Normal/Advanced], click "Add asin", and wait for about 15-30 minutes to obtain keywords Reverse investigation report. The system supports reverse checking of 3 ASINs at the same time.
[Ordinary reverse search]: The maximum number of keywords included in the display is 300;
[Advanced Reverse Search]: The maximum number of keywords included in the display is 1000;
(2) After entering the ASIN and clicking query, you can view the completion of the report in the "Product Panel" below.
The "Product Panel" displays "Data Fetching", indicating that the system is capturing data. When the Product Panel is displayed as a product image, it means that the system has completed data capture.
After the system completes the data capture, the user can view the ASIN reverse word search report.
Second, how to set and optimize the keywords of the advertisement?
Exclude keywords with no search volume. Although such keywords are easy to rank for, no matter how high the ranking of words with no search volume is, no one will search for them and they will not be displayed. Such keywords have no effect and can be directly excluded.
Avoid keywords that are too popular. First, the price of such keywords is very high. Unless your budget is sufficient, try to avoid them. Second, such keywords are very competitive and traffic is available, but if your product is competitive in the market Not big enough, and the conversion rate will be pulled down.
Set keywords with high relevance and accurate positioning. Words with no relevance or low relevance are easy to reduce the weight of the store, which is not conducive to advertising display. Selecting accurate keywords will be more conducive to advertising benefits.
Optimize long-tail keywords, which are more detailed and precise keywords, characterized by small search volume and low precision pressure; at the same time, long-tail keywords have relatively low cost, low competitiveness and high conversion rate.
Observe and test the conversion of keywords. According to the reaction, discard words with low conversion rate. Although some words have high search volume but no conversion, they should be discarded, and keywords with high conversion should be optimized. Increase sales.
After talking about the optimization of keywords, let's continue to explain the adjustment strategy of Amazon's on-site advertising in detail.
The life cycle of a product can be roughly divided into three stages. What are the focuses of advertising in different periods in terms of keyword selection, bidding, and advertising indicator analysis?
1. New product period
When new products are launched, the focus of on-site advertising is to open up traffic portals. At the same time, a batch of vocabulary words are accumulated through user search words that run out of automatic advertisements, and good-performing words are selected for accumulation in manual advertisements.
Amazon's automatic advertising will match user search terms based on the relevance of listings. Therefore, the term measurement stage of the new product period is also a time to check whether the listing is qualified and optimize it.
The key point of the implementation here is, what indicators are used to analyze the advertisements in the new period? Based on the experience of previous senior sellers, the new period of traffic flow needs to focus on exposure and click data.
2. Growth period
Entering a growth period, advertising goals focus more on sales and conversions. At this stage, the operation level focuses on optimizing the keywords of the advertisement and adjusting the bid. In the early stage, many words appeared in automatic advertisements, among which words with good performance can be placed in manual advertisements, and words with poor performance can be added to negative.
How to choose high-performing words, sorting only by exposure, or only by conversion rate may be too one-sided. Use exposure, clicks, spending, click-through rate, ACOS and other indicators to compound screening, refer to multiple rules at the same time, and automatically save them to an efficient vocabulary, which can accumulate an efficient keyword library.
3. Stable period
The advertising of mature products focuses on profits and expenses, and is more precise in cost control.
The product has entered the mature stage, the keyword setting of the advertisement is basically stable, and the historical sales situation is used as a reference.
According to the changes in sales, allocate a certain percentage of sales to the advertising budget, and dynamically adjust the daily advertising budget with reference to the latest sales data, which can stabilize the investment in advertising and ensure the benefits while running healthily.