Whether you are a novice operator or an experienced operator , you may have encountered such bottlenecks in the process of Amazon's new product incubation: it is easy to place orders for new products, and it is not difficult to place 10 to 20 orders, but if you want to continue to break through, you will never be able to break the game; The proportion of advertising orders is serious, and the proportion of natural orders is extremely small.
When encountering a bottleneck , some people can break through quickly, and some operations will even be forced to change careers due to the bottleneck.
Marx said: Development is a spiral upward movement . The bottleneck is the corner of the spiral motion , and if you solve it, you will get more acceleration . How can we achieve a spiral rise in the bottleneck period of new product transformation?
The main reasons for the bottleneck period
First, let's look at the example of two sellers.
A seller: I have been operating on Amazon for more than 4 years, and I have been operating according to my own ideas. The new products developed can be ordered, but the only disadvantage is that the ranking cannot be ranked. In the early days of the new product launch, there can be more than 10 orders a day, but as time goes on, it drops to less than 10 orders, and after a while, it may be 2-3 orders a day, and eventually these products become inventory. There are not many bad reviews, the return rate is normal, and the advertisements are running simultaneously, but the ranking of new products still can't rush up, and the ranking of old products can't be maintained. I really don't know what to do.
Seller B: A new product, it has been on the shelves for more than a month, less than 10 orders per day, the click rate is very low, the advertisement is optimized every few days, but the conversion rate of the advertisement is very low, the Acos is more than 50% , and the advertisement order is tracked by ASIN . For orders from competing products, there are almost no keywords. Although the keywords are related, they basically rely on Asin to place the order. The copywriting has been revised, the price has been reduced, the coupon has also been done, and the effect has been done outside the station. Big, the overall conversion rate is around 30%-40% , I want to push it further, but I can’t think of a better way at the moment.
From the descriptions of the two sellers, we can see that the two sellers are likely to have committed " Amazon's new product support period dependence disorder " : during the new product traffic support period, the sellers can place orders and perform well. However, once the new product period has passed and the traffic order has declined, the seller will become overwhelmed.
The biggest reason for sellers who " suffer " from Amazon's new product support period is that the collection of keywords in the early stage is not in place and the subsequent advertising words are not accurate marketing.
Generally speaking, Amazon will have 14 days of traffic support after the new product is launched. We have published an article on traffic support earlier, you can review it again.
Assuming that a keyword that exactly matches the listing is clicked 1-2 times by buyers within 14 days of the new product , it may be included by Amazon, and the click cost is relatively low. After 14 days, if the seller wants the keyword to be included, it may need the keyword to be clicked 5-6 times or even more by the buyer.
Therefore, during the new product traffic support period, if the seller's performance of the included words is getting better and better, the conversion is getting higher and higher, the orders are getting more and more, and the performance of the listing is better, the greater the weight given by Amazon.
The greater the listing weight, in turn, will drive the advertising effect and the expansion of keyword collection. At this time, sellers can timely control and adjust the advertising rhythm through operational data, so that the more words included in the product, the higher the probability that the product will be searched by buyers, and the order will naturally increase.
Therefore, from this point of view, the biggest reason why many sellers fail to sell in the later period is that they ignore the problem of keyword inclusion.
Amazon Keyword Inclusion Program
The main reason why the proportion of natural orders is too low is that the keyword ranking of the link is too low, resulting in too little organic traffic, so we must try to improve Amazon's keyword ranking. But before we can improve our keyword rankings, we must first let Amazon include our keywords.
Before solving this problem, let's first understand the underlying logic of keywords being included by Amazon:
When the keyword matches the product, and a customer finds the product through the keyword, the order is completed. The Amazon system will determine that the keyword matches the product. At this time, Amazon will include your keyword. In short, if your keywords can be placed in an order, they can be included by Amazon.
So how can we quickly get Amazon to include our keywords?
1 ) If you want Amazon to include keywords, you must bury keywords that are highly related to the product when writing links . And the weight of each link is different, title > ST > selling point > description. The more high-quality keywords, the more important they should be placed.
2 ) It is necessary to expand the core keywords of the product into long-tail keywords. Generally, a product needs at least 200 long-tail keywords.
3 ) After the link is online, directly open the manual advertisement, put the keywords in step 2 into the manual advertisement, and the matching method can choose precise matching, and the bid can be extremely low. The goal is simply to get Amazon to include these keywords as quickly as possible.
4 ) When customers search for keywords, your product appears, that is, exposure is generated. If the product is highly relevant, then clicks can be generated.
5 ) It is not enough to generate clicks alone, but also to promote conversion, whether it can be converted depends on whether your product's copywriting, pictures, videos, A+ , and comments are done to the extreme to meet customer aesthetics and needs. From this point of view, in addition to the high relevance of keywords, it is necessary to improve and optimize all aspects of listing in order to promote conversion and promote the inclusion of keywords. The better the conversion, the higher the weight of the keyword.
6 ) However, the completion of the order does not end. After the customer receives the goods, they are satisfied with the product and leave a good comment. Amazon really completes the indexing of your keywords. So, check to see if the product page has too many negative reviews. For orders without comments, the process ends when the customer confirms receipt.
Summary: Keyword rankings are closely related to the relevance, exposure, click-through rate, conversion rate, and product evaluation of keywords.
So how do you judge whether certain keywords are included in Amazon ?
We can use SIF to check how many traffic words our products are included in Amazon. The more included, the more organic traffic .
If you can search by keyword + ASIN at the Amazon front desk , it is already included, otherwise it is not included. For example, let's judge whether Workout Outfits is included in Amazon for the following product. Just use the B096ZGWQPW Workout Outfits search at the Amazon front desk , and if the product is found in the search results, it means that the keyword has been included.
Breaking the circle and innovating due to the situation
There are still many sellers who " suffer " from Amazon's new product support period. For a long time , they use a kind of operation idea in their comfort zone, and they cannot make breakthroughs in operational skills or systems, and they cannot control the product quality. The rhythm of operation cannot be operated in the style of a trader.
And operation is a work of continuous learning, and cross-border e-commerce has been pushed by the times. In the unpredictable cross-border e-commerce environment, the operation method 4 years ago may not be effective for now. Not to mention four years ago, the operation method one year ago may not be effective, because the operation also has to keep pace with the times.
Therefore, sellers may wish to jump out of their comfort zone, expand their cognitive scope, learn some new ideas and new ideas, and only then can their operations go to the next level, and they can continue to operate with confidence and a sense of direction.