Where is the optimization direction of Amazon's new product advertising?
For cross-border sellers, opening a store on Amazon is the choice of most people. As a well-known e-commerce trading platform in the world, the Amazon e-commerce platform is the preferred platform for the vast majority of overseas buyers to shop online. The number of buyers and sellers Both are very impressive, and the level of competition is self-evident. Advertising is the main way for sellers to compete for traffic. So, where is the optimization direction of Amazon’s new product advertising?
- Exposure
Amazon store product exposure is an intuitive manifestation of the optimization effect of advertising and copywriting. If the exposure of new links is very small, only a few or a dozen exposures per day, it is very likely that there is a problem with the copywriting or advertising optimization, such as the position in the copywriting is not high enough, the keywords placed are not accurate enough, etc. Adjust in time.
- CTR
If the exposure is high, but the click-through rate cannot keep up, the exposure is invalid. You need to check the title, price, main image, comments, ratings, etc. of the product, and then see if you have done FBA, and then make reasonable optimizations according to the situation.
- Conversion rate
The factors that affect the conversion rate of Amazon store orders are pictures, prices, coupons, reviews, ratings, A plus and five points, etc. Pay attention to whether the product is being sold by others, or is being advertised by others to grab traffic, and then deal with it accordingly.
- Advertising budget
For new products opened by Amazon, it is very important to grasp the pre-advertising budget. The newly listed links have no weight and data support, and need to accumulate data through advertising promotion, but the advertising budget should not be set too high.
- Acos
The lower the Acos, the higher the keyword weight, and the higher the keyword’s natural ranking. In the case of no reviews in the early stage of the new product, it is necessary to reduce the budget, accumulate reviews, and then slowly increase the budget, then the conversion of exposure clicks will also increase, and Acos will decrease.