Abstract: This article involves black hat play (evaluation). If you want to read it, please refer to it carefully.
Under the premise of excluding "selected products" and " Listing " (the product is not selected well, the Listing is not optimized well, and there is no need for comprehensive promotion), I divide the promotion into three points: "In-site Advertising" "Promotional Activities" "Product Evaluation" 》
1. "Advertising on the Site"
The most important means of promotion
1. < Exposure level >
Main influencing factors: listing copywriting / bidding
Remarks: Exposure is divided into two types: effective exposure and invalid exposure. The ratio can be preliminarily judged in the advertising position in the background. Priority to exclude bidding problems (except for those who are not proficient in site language)
2. < CTR >
Main influencing factors: main image / ad position
Remarks: The click-through rate of the listing of general goods is generally > 0.5% , and the problem of the main picture will be eliminated first.
3. < Conversion rate >
Main influencing factors: Product power (value / performance / channel)
Remarks: The conversion rate of general goods listing is generally > 15%
Main influencing factors: advertising bidding, product price, click volume, order volume, etc.
Note: Dynamic data, there is no unique standard. Look at the current promotion stage and the level of existing Acos , and then judge whether it is good or bad (don't blindly pursue low values)
2. "Promotional Activities"
Auxiliary means of promotion
One of the most used promotions (and most useful)
Remarks: Note that the setting time should be in line with the consumer's wait-and-see period, (Japan is generally 3~5 days, and the United States is generally 1~2 , , subject to its own listing category audience )
Note: don't try
JP/US has done it many times for 1 week, and there are a lot of fairy sites on the Internet that last for 2 weeks.
Remarks: The most cost-effective promotional spike activity, it is recommended to promote new products during the period, and find a service provider to report one
Note: Don't go to Baidu, time is life
Clearance Sale, Amazonian Tears
Remarks: Hang a LD mark for about 2~3 weeks for your stagnant products , I hope everyone can't see it
3. "Product Evaluation"
High risk factor (human factor + platform factor)
1. < Service provider >
Intermediaries help you find "people" evaluation
Remarks: know everything
2. < Platform >
Amazon killed one some time ago
Remarks: Expensive cost, low rate of reviews, high rate of drop reviews, true reviews (possibly bad reviews), extremely high risk factor (a gathering place for brushing hands)
3. < Amateur >
Generally looking for overseas Chinese / Chinese / international students
Remarks: Find a study abroad service provider in the * valve /* bar, falsely claim that you are going to study abroad or are studying abroad, and mix with groups such as "second-hand idle", "part-time signboards", "real-time foreign exchange", "visa immigration", "housing rental", etc.
Be cautious about listings with low product power
Remarks : It is very expensive, very safe , has no weight, and may have bad reviews . High- quality products can use the " multi -variant Vine" play method to quickly accumulate the number of reviews and hit the homepage.No more than three variants