Amazon operations training what kind of words are suitable for brand advertising

How do you look for words when advertising your brand? Directly put the keywords in the product advertisements that perform well, or do you need to find other keywords? Most Amazon operations directly place good words in advertisements, but good words in product advertisements are not necessarily suitable for brand advertisements, and the search words in brand advertisements are different from the customer search words in product advertisements. . Below, the Amazon operation training company will share with you what kind of words are suitable for brand advertising.

First of all, in the Amazon operation training course, our product keywords are divided into product words, brand words, modifiers, product words are divided into own products, similar products, supplementary products, and brand words are divided into private brands and competing brands. . Modifiers are classified into variant attributes (color, size, pattern, etc.), material, shape, function, audience, scene, holiday theme, and supplementary model (matching products).

For our own brand words, we will definitely choose to place brand advertisements. For competing brands, if our products are superior to each other’s products, we can also place them. Secondly, for words that can reflect product positioning, you can also choose to place brand advertisements. These words can represent the common advantages of your series of products.

So how do you use objective data to pick these words? For Amazon operations, it is necessary to download the SP search term report and SB search term report under the same ASIN in the same time period, select: customer search terms, impressions, clicks, orders, advertising costs, sales, and filter out clicks >20 words, then use the feature word analysis tool to count the data, and finally calculate the CPC and conversion rate of the two advertisements, and then combine the processed data of SP and SB.

With this data, Amazon operations can pick out modifiers with a higher SB conversion rate than SP, and then combine them to place brand ads.