For Amazon sellers, the promotion of new products is more challenging than the listing. New products have a bonus period. If the data is good, it is easy to become a hit. Therefore, whether it is a new seller or an old driver, the promotion of new products is crucial. If you want to do a good job in the advertising effect of new products, every point must be planned reasonably to ensure that every link is perfect, and then refer to big data and strive for perfection. It is the most refined operation method.
First point, exposure
Exposure is an intuitive representation of the effectiveness of advertising and copywriting optimization. If the exposure of the new link is very small, only a few or a dozen exposures per day, it is very likely that there is a problem with our copywriting or advertising optimization, such as the position in the copywriting is not high enough, the keywords placed are not accurate enough, etc. , need to adjust in time.
The second point, the click-through rate
If our exposure is already very good, but the click-through rate cannot keep up, the exposure is invalid. How much click-through rate must be achieved to be considered qualified? Generally, a click-through rate of 0.4% or more is considered qualified, and 1% is considered excellent. If it is below 0.4%, it means that there is a problem with our click-through rate. We need to check the title, price, main image, comments, ratings, etc. of our products, and then see if we have FBA. Then, according to the situation Make reasonable optimizations.
The third point, the conversion rate
Factors that affect the conversion rate are images, prices, coupons, reviews, ratings, A plus and five points, etc. At the same time, we should pay attention to whether the product is being hijacked, or if someone advertises on the page to steal traffic, and then make a targeted response.
Fourth point, advertising budget
Advertising budget is very important to grasp the advertising budget in the early stage of new products. Newly launched links have no weight and data support, and need to accumulate data through advertising promotion, but the advertising budget must not be set too high.
Fifth point, Acos
The lower the Acos, the higher the weight of the keyword, and the higher the natural ranking of the keyword. In the case of no comments in the early stage of the new product, the conversion will definitely not be particularly good, and the Acos will certainly not be very low. Therefore, we need to combine the above fourth point, reduce the budget, accumulate comments, and then slowly increase the budget, then the conversion of exposure and clicks will also increase, and Acos will decrease. As for the criteria for judging Acos, most categories usually use 30% as the dividing line, below 30% is excellent, and above 30% can only show that there is still room for optimization and improvement.
In addition, products of the high-quality and branded routes must spend a week in the new product preparation period for word embedding operations. This is only the first step, and this step is as solid as a solid foundation. When the advertisement is launched, you have relevant data, and you can refine it in advance, and arrange keywords in advance, and then adjust according to the actual situation. In the product advertisement data Avoiding unnecessary investment before it comes out will greatly improve the refined operation.