Should Amazon Advertising work harder on ad traffic?
Or should we focus more on organic traffic?
Should we just go with the flow and focus only on natural rankings?
Or should it be spent on paid advertising?
This should be the common trouble of most sellers. Next, let us analyze the relationship between Amazon advertising traffic and organic traffic?
The difference and connection between organic traffic and advertising traffic
There are three main differences between organic traffic and advertising traffic:
Display method and location : The word "sponsored" is on the advertising traffic , but not on the natural traffic; the location of the advertising traffic is distributed on the keyword search result page, the "sponsored" section of the ASIN page , under the shopping cart, under the five-point description, Occasionally there is a comment section, and the natural traffic is usually the search results page, and the " read and read, buy and buy " columns under the ASIN page ;
Traffic location varies : organic traffic is mainly influenced by the relevance of the listing description, availability, sales velocity and relative sales velocity (meaning how many products you sell compared to your competitors), and similar factors; The advertising traffic is mainly affected by the conversion rate of the product, the bidding price, and the first image of the product;
The direction of optimization is also different : the position of natural traffic is mainly determined by the product’s order quantity (ranking) for keywords; while the position of advertising traffic can be improved by means of bidding and optimizing the conversion rate of products;
Whether it is natural traffic or advertising traffic, the main purpose is to improve the ranking of search results to increase the traffic and sales of products; and the two promote and promote each other, and the CVR of the two is generally change in the same trend .
Check Amazon Organic Traffic
Open the background home page ;
Find the data report at the top of the menu at the top of the background , and click on the business report ;
There is a business report option in the menu bar on the left. Next , we click to select the sales and visits option of the sub product detail page ;
Can see the number of buyer visits over time ;
The default is generally 30 days . The time range can be adjusted above. Note : The default time is 30 days , and you can only see the data before the day before yesterday .
Advertising styles at different times
First of all, we need to be clear that pushing the organic ranking up is our ultimate goal. In the process of reaching the end goal, the most important thing is to clearly distinguish when will focus on organic ranking? When to focus on ad traffic location?
In most cases, in the process of new product promotion, advertisements are mainly used to obtain search traffic.
The most important ranking of the results of natural search is to rank according to the number of clicks and sales , but for new stores or new products, if there are not many clicks and sales , the ranking will not be at the top , so the advertising traffic is generally greater than Amazon’s organic traffic. of.
In the early stage of promotion, advertisements are mainly used to feedback some problems on the product's listing to help better optimize the listing ; and to find out the market situation of the product, such as the product's CVR situation, market acceptance and other data .
During the rising ranking period , since it is difficult to push the natural traffic position to the front row in the new product period, advertising is particularly important at this time . The main function of opening advertisements is to seize the position, increase the display volume, promote the ordering, and drive the total product sales. The increase in single volume is to make up for the defect of insufficient exposure due to the inability to go up in the natural position .
Of course, in this process, we also need to find a way to optimize the natural ranking, boost the natural ranking through advertising, and stabilize the natural ranking of the product; otherwise, the cost of advertising is too high, and it will not be able to be collected in the later stage, even if the product is pushed up, it will be a bit difficult. more than worth the loss;
When the ranking of the product has stabilized, advertisements can be used as paid traffic, and you can try to start to shrink a little . The main policy is to " recycle a small high frequency . Why is it " small high frequency " ?
This is because, when we judge the stability of the product, we cannot fully confirm whether the order volume of the product will be affected after the advertisement shrinks, which will also have some negative impact on the ranking of the product. It is also not advisable to control the profit and cause the ranking to drop;
Therefore, when we first started shrinking advertisements, we need to pay close attention to whether the small-scale shrinkage will have a great impact on the total product volume, whether it is within our acceptable range, and then continue shrinking after confirming that it is feasible, observe, and so on. , until the percentage of ad spend is within our profit margin .
Today's dry goods sharing has come to an end. I believe that readers have a clear understanding of the relationship between advertising traffic and natural traffic, so let's use it quickly!