Original question: After the stock is out of stock, the performance of advertising and listing is not very good. How to save it?
Specific problem: There were no orders during the period of out-of-stock, but the opponent seized this opportunity and seized more market share. Before the stock was out of stock, the keyword with a high quality score and a high quality score was originally advertised, but the weight was destroyed due to the out of stock. Under the same bid, it no longer occupies the original position. As a result, the sales plummeted after replenishment, the traffic was poor, and the conversion rate was incomparable to before. Faced with this situation, is there any way to get back to what it was before?
Here's an old Amazon operation used to do it:
Out of stock for a period of time, after the inventory is replenished, what should we do to reactivate the link and restore sales?
Method 1. Off-site promotion
According to the product positioning, choose some off-site promotion channels such as Facebook groups, celebrities, and Deal websites that are suitable for you. At the same time, you can do some preferential activities to reduce the price. It is best to ensure that the discounted price is the lowest price in history.
At this time, the purpose of off-site promotion is to quickly obtain traffic and orders, and impact the ranking of the list. Therefore, the setting of discounts is particularly critical, and your discount settings cannot be affected by taking into account profits, thereby affecting the order volume. The specific discount is determined according to your target ranking position and the choice of channels.
Method 2. PPC Advertising
While the off-site promotion is in progress, the on-site PPC advertising cannot be idle either. In order to maintain the top ranking over time, it is necessary to increase the budget of PPC advertising and the bidding of keywords, increase exposure, and ensure sufficient traffic. The promotion level of coupons should be reasonable, and the preferential margin of coupons should be decreased layer by layer to ensure the connection of coupon time.
The purpose of this operation is to increase product exposure to obtain more PPC traffic, use coupons to increase conversion rate, stabilize keyword ranking, occupy a good position, continue to gain ranking traffic, and continuously improve keyword ranking.
Method 3: Search traffic
Find out the main promotion words and traffic words of your product, and see where the natural ranking position of these words is now? Compare with the natural ranking position before out of stock (recommended to use the competition plug-in, this plug-in can track the historical data of a product) . After the stock is out of stock, it will definitely affect the weight reduction of keyword ranking, and optimize the ranking of keywords with serious weight reduction.
Collect all keywords with severe weight loss, analyze the product information of each keyword with severe weight loss ranking at the top of your list, find a breakthrough according to your own listing situation, and try to find 1-2 keywords with less difficulty as first. breakthrough. Recover keyword rankings through common methods such as ** evaluation, add-on purchases, and advertising card slots. After the ranking of these words is stable, select other words and promote them in turn.
Now the logistics is slow, and Amazon's warehousing is slow. We must make inventory planning in advance to avoid repeated stockouts. I think everyone is aware of the difficulty of re-launching listings after they are out of stock.
The impact of out-of-stock is huge, and we must wake up our spirits when dealing with inventory and replenishment. So what measures can be taken to effectively prevent the above situation?
1. According to the daily sales situation, predict in advance when the inventory will be out, and then count the logistics transportation time and Amazon warehousing time (with the help of Yidutong, you can check the product sales situation) for replenishment, it is best to advance the time to deal with some incidents.
2. I didn't pay attention to the inventory for a while, and the replenishment was slow, but there was still time to operate. We can appropriately increase the price of the product.
In this way, on the one hand, it can slow down the sales speed and reduce the risk of out-of-stock (or shorten the out-of-stock time), and on the other hand, because of the price increase, excess profits can be obtained. They are all facing out of stock, and it is really embarrassing to not increase the price and make more money. Of course, you should also pay attention to the price increase rate. Do not increase the price too much. If the price increase is too large, you will easily lose your shopping cart. At the same time, customers may also be dissatisfied with the price they bought, and then apply for returns, open disputes, and leave business. Ratings will adversely affect your account. Here again, it is reminded that the price increase should be moderate, and the degree should be grasped.
3. Before the product is close to being out of stock, combined with the delivery situation of the next batch of goods, if the estimated out-of-stock interval is not long, the seller can use the method of self-delivery to sell their listings. FBA shipping price is about $5.00.
The advantage of such hijacking is that even if the FBA stock is out of stock, the Listing will still be displayed in its own store in the form of self-delivery, so as to avoid being hijacked and tampered with by some bad sellers as a zombie listing. Listing generates orders, and these orders can also be shipped to customers by creating multi-channel distribution after the next batch of goods is in the warehouse. The higher price can balance the extra cost of multi-channel distribution without affecting profits. In some cases, you can also earn some extra orders.
The above is the relevant answer to the "original question: after the stock is out of stock, the performance of advertising and listing is not very good, how to save it?", I hope it can give you some inspiration. Pay attention to the editor, and take you to play with Amazon's operating skills, Amazon advertising exclusive play, and emergency avoidance. (Amazon Advertising Tools Free Registration Link:)