Introduction
In the highly competitive Amazon clothing category, how to stand out through the promotion strategy of precise long tail words? For us Amazon sellers of POD clothing, how to effectively promote POD clothing products in the store is often the most important and most troublesome problem, especially in the cost control of advertising, spending too much, spending less and no traffic, sometimes I really do not know how to do promotion. And EZEJ technology according to their own Amazon promotion experience found that accurate long tail word promotion may be one of the most suitable for our POD clothing category product promotion strategy, next, this article will analyze the specific play of accurate long tail word for you, including delivery skills, advertising optimization and budget allocation, hoping to help your Amazon POD clothing store to improve traffic and conversion rates.
Understand the importance of precise long tail words
On Amazon, although the search volume of precision long tail words is small, its high conversion rate makes it the key to increase sales. The use of these keywords can effectively avoid high competitive costs and accurately reach target users, thus achieving a higher ROI (return on investment).
How to carry out accurate long tail word advertising campaign?
1. Focus on
Combine multiple long-tail words into one campaign and optimize budget allocation through internal competition mechanism. This can avoid a single word monopolizing resources and ensure the effective use of the budget.
2. Dynamic adjustment
Adjust the budget and position according to the performance of each word. Well-performing words remain invested, while under-exposed words are considered to independently set up new advertising campaigns to ensure effective use of the budget.
3. Survival of the fittest
Good words continue to be maintained, underexposed words are considered closed or reset. In this way, you can continuously optimize the advertising effect and improve the overall ROI.
PS: Because the search volume of long-tail keywords is small but the conversion rate is high, decentralized delivery will lead to a waste of budget. Centralized advertising is not only conducive to budget management, but also improves the overall advertising effect through internal competition.
How to choose the matching method of accurate long tail words?
1. Wide matching
For situations where you want wide exposure. It allows shopping search terms to contain keywords in any order, singular and plural variants, synonyms and related terms, ideal for exploring new keywords and driving traffic.
2. Phrase matching
Phrase matching is more restrictive than broad matching. It requires that search terms must contain a complete set of precisely matched phrases or word order, so that ads are displayed on more relevant ads, helping to improve the relevance of ads to search content.
3. Accurate matching
This is the most restrictive type of match, requiring the search term to match the keyword or word order exactly for the AD to be shown. Suitable for advertising campaigns that pursue high conversion rates, but also match the plural form of keywords to ensure the integrity of advertising coverage.
PS: Generally speaking, if we put enough long tail words, we can consider the way of accurate matching, and if the long tail is not enough, or is still in the stage of mining new words, we can consider phrase matching or extensive matching, the fewer words, or the more traffic is required (with sufficient budget). The matching method can be done in a wider direction, but in this process, we must pay attention to the no word, the conversion rate is not high, the relevance is low, or the competitiveness of the poor word priority negative, to avoid bringing no correlation, or not converted traffic.
Long tail word matching method selection based on
1. Improve ranking and conversion rate
If the goal is to promote the ranking of long-tail words and increase the conversion rate, you should choose precise matching. This approach ensures that ads are shown first when a user's search is highly relevant to a keyword, thereby increasing the chances of clicks and conversions.
2. Reduce costs and expand vocabulary
Phrase matching is ideal when bids for precise matching are high and you want to expand more relevant words while reducing inefficient traffic. It can reduce the cost of bidding to a certain extent, while maintaining the relevance of advertising and search content, and realize the effective expansion of vocabulary.
3. Increase exposure and explore new words
For new products or uncertain keyword accuracy and conversion effect, extensive matching can provide more exposure opportunities. With a wide range of matches, you can test for more long tail words and pick out the best ones, while increasing the overall visibility of your links and attracting more potential users.
PS: Advertising traffic can bring natural traffic, so when doing products, we must maintain the habit of promotion, in the current e-commerce environment, no matter what platform, you do not pay to promote, it is unable to get traffic and exposure, but in the initial stage, we must control costs, or have a purpose to carry out accurate promotion.
Long tail word advertising campaign how to optimize?
1. Data observation and adjustment
Long tail word ads can be viewed for about 3 days, and if there is almost no exposure and clicks, increase the bid by 10%-20% to continue to observe.
2. Use phrase matching mode
Cleverly adjust the bidding strategy, not only accurately touch the demand for long tail words, but also effectively control inefficient traffic to achieve vocabulary expansion.
3. New product promotion
If you do not know the effect of long tail words, you can use extensive matching to run more words and improve the conversion potential. At the same time, in order to increase exposure and flow, wide matching can also be preferred.
4. Monitor the conversion rate of keywords
Use the commodity detector in the background to monitor the conversion rate of keywords, if the click far exceeds the expected single amount and no conversion, it is recommended to reduce the bid by 20% and increase the click, observe for 3 days. If the results are not good, you can concentrate resources on the best 1-2 long-tail words and close the remaining words to optimize budget allocation.
5. Continuous testing and adjustment
For stop words, you can select 5-10 start new long tail word ads, continue to test and screen for a week, and adjust the budget according to the performance. At the same time, the efficient long tail words can be added to the budget, and consider launching S8 commodity collection advertising and SBV brand advertising to broaden traffic channels.
PS: Advertising needs to be continuously optimized, and the direction of different periods and different promotion purposes is not the same, if it is the early need to start the volume, impact the natural ranking, then it is not necessarily conversion rate optimization, but exposure optimization, during this period, many competitors will increase investment, trying to carry out the early accumulation of sales, but this way is only suitable for boutique promotion, If we choose the style model of the fine shop, most of the products do not need such investment, as long as the opening of enough accurate long tail word promotion, of course, in addition to the accurate long tail word, you can also choose low bidding related words, but no matter which mode, we need to continue to optimize according to the specific situation of the product, Make the promotion strategy always fit our needs.
Long tail word advertising campaign budget?
After the advertising of precision long-tail words has been optimized, a common problem faced by many sellers is how to allocate the budget of these keywords properly. Usually, a budget of $10 to $20 for these keywords is enough, without having to spend as much as you would on a regular AD.
1. Fixed bidding strategy
Recommend a fixed bid rather than a broad budget allocation strategy, which helps to control costs more precisely and optimize advertising performance.
2. Bid adjustment range
For the adjustment of advertising space, it is recommended to set the bid adjustment range between 30% and 50% to adapt to the competitiveness of different advertising Spaces.
3. Initial bid setting
If these long tail words are carefully selected from the advertising report, then when setting the initial bid, consider setting them at 1 to 1.2 times the recommended bid. This can not only make full use of these high-potential words, but also maintain a certain competitive bidding, so as to maximize the advertising effect.
PS: Under normal circumstances, Amazon's bidding cost is not low, but the field of long tail words can still find a lot of low bidding words, for our POD clothing sellers, with less budget to get more accurate traffic, bring more transformation is always the first element, so try to choose low bidding words and high conversion words, ACOS or TACOS to determine whether adjustment and optimization is needed is the most concerned data change in this category.
Conclusion
Through the concentrated placement of accurate long tail words, dynamic adjustment, survival of the fittest and reasonable matching method selection and budget management, we POD clothing sellers have a certain probability to gain a foothold in the highly competitive Amazon clothing category and achieve higher traffic and conversion rates. However, no matter which platform, our clothing category is actually a blood sea category, but the same, it is also one of the most demand categories, so it is recommended that you can consider the layout of multi-channel, at the same time, actively layout overseas warehouses, in order to better inventory control. Finally, I hope the strategies in this article will help you achieve better sales results on Amazon or other e-commerce platforms.
FAQ (FAQs)
1. What is a precise long tail word?
Precision long-tail words refer to those product keywords with relatively small search volume but high conversion rate, usually consisting of 3 or more words, because the number of words is larger and the semantics are more specific, they can usually be more accurately targeted to the target user.
2. Why do I need to focus on long tail words?
Centralized placement can optimize budget allocation, avoid single word monopolizing resources, and improve the overall advertising effect, because the long-tail word itself is low exposure, and at the beginning, it is often impossible to judge which long-tail word is more accurate, and the long-tail word is centralized placement, you can find better long-tail words through data analysis, for subsequent optimization.
3. How to choose the appropriate matching method?
Select appropriate matching methods according to different promotion goals, such as extensive matching for exploring new words, phrase matching for expanding related vocabulary, accurate matching for pursuing high conversion rates, in general, if you have insufficient keyword reserves or insufficient knowledge of a product, you can use extensive matching to run words and select excellent keywords from it. If a keyword is already excellent, but the exposure rate is insufficient in the case of accurate matching, you can consider the way of phrase matching, so that it can increase the exposure rate, get more related words and traffic, and when a product has reached maturity, do not want to pursue too much traffic, and begin to pursue high conversion rate, accurate matching is the best choice, but it should be noted that No matter what kind of matching method, there may be relevant but not high conversion words, which is caused by a variety of reasons, but no matter what reason, will eat our little advertising budget, especially the extensive matching and phrase matching of these two ways, in the promotion period, we must make a comprehensive judgment, timely no words, will not be suitable for the current promotion of some words. So as to control the cost at the same time, maximize the enhancement of our promotion effect.
4. How to optimize long-tail word advertising campaigns?
By regularly observing the data, adjusting the bid, monitoring the conversion rate and other ways, constantly optimize the advertising effect, improve the ROI, generally speaking, the main purpose of long-tail words is to obtain accurate traffic, so when we do long-tail word advertising, as long as we judge whether it can bring accurate conversion, at the same time, constantly dig out new long-tail words for promotion testing. The high conversion is left, and the low conversion is suspended to continue to increase the traffic and exposure of the store or product.
5. How should the budget for long-tail word advertising campaigns be allocated?
Usually allocate a budget of 10 to 20 US dollars for each long-tail word, adopt a fixed bidding strategy, and adjust according to performance. In addition, in the clothing category, we can adopt the strategy of multiple products in one word and multiple words in one product, and constantly test to find the most accurate long-tail word for each product in stock, so as to accumulate small amounts and constantly add up the precise flow of high transformation. It is one of the best promotion strategies for our clothing category at present, and we POD clothing sellers can focus on it.
