Introduction: Get rid of high advertising costs and regain profit margins
For any cross-border e-commerce seller, the face of rising advertising costs and constantly squeezed profit margins, is a troublesome headache, especially in the Amazon, the world's first e-commerce platform settled POD clothing sellers, often because of high advertising costs and other costs and feel anxious. Is there any way we can reduce our advertising costs? Next, this article will provide you with a series of practical and innovative ways to help you effectively reduce the proportion of advertising orders, and get your store back on track to profitability. Let's explore how to stand out in the fierce market competition while reducing over-reliance on advertising.
Redefine your marketing strategy
Before solving the problem of the high proportion of advertising orders, we need to review the existing marketing strategy and adjust and optimize it. Traditional advertising delivery methods may no longer be suitable for the current competitive environment, so it is particularly important to improve the overall efficiency by introducing new ideas and technical means. Next, we'll delve into specific solutions.
How to deal with the high proportion of Amazon advertising orders?
As competition intensifies on Amazon's platform, more and more POD clothing sellers find themselves caught in the trap of having too high a percentage of advertising orders. If in the short term, in order to the early basic sales can be borne, but if the long-term, the delay in reducing costs, will inevitably cause the seller's worry and anxiety, and long-term advertising costs are too high will not only erode profit margins, but also affect the sustainable development of the store. So how do we meet this challenge?
1. Precise keyword selection
- Dig deep for long-tail keywords: Use Amazon backend tools and third-party software to find long-tail keywords that are highly relevant to the product, have moderate search volume, and have relatively little competition.
- Regular analysis and adjustment: Organize keyword data at least once a week, timely delete inefficient keywords and promote high-quality keywords according to performance.
2. Dynamic bid management
- Flexibly adjust the bid: dynamically adjust the bid according to different time periods, keyword competition degree and advertising effect, to ensure that the advertising is effective and economical.
- Monitor competitors: Use professional tools to understand the bidding range of competitors and avoid overspending while staying competitive.
3. Fine setting of advertising group
- Segmented advertising groups: Create multiple targeted advertising groups based on product categories, features and other factors, and each group sets an independent strategy for a specific customer group.
- Regular review optimization: Monthly review of the advertising group structure, adjust the segmentation and delivery strategy based on market feedback.
4. Increase the conversion rate of natural traffic
- Optimize the content of the detail page: Ensure that the title is attractive and contains core keywords; The description is detailed and vivid; High-quality display of pictures and videos.
- Encourage user reviews: actively guide purchased customers to leave positive reviews and respond to all feedback in a timely manner to enhance trust.
5. Multi-channel expansion
- Social media promotion: Set up official accounts to publish valuable content, such as tutorial videos, and direct fans to Amazon to buy.
- Off-site cooperation: Cooperate with industry bloggers and Internet celebrities to evaluate products or make videos to expand brand influence.
- Participate in promotions: Take full advantage of various promotional tools provided by Amazon, such as limited time seconds, etc., to increase sales and rankings.
Analyze the use of advertising dollars from the underlying logic
In the current Amazon, or the entire cross-border e-commerce inventory competition environment, in fact, no matter which e-commerce platform, or external promotion channels, the vast majority are increasing traffic “ Selling price ” This makes our advertising costs gradually rise, want to reduce advertising costs, we must spend every penny on the knife edge, and want to do this, we must be familiar with the platform's recommendation mechanism.
For example, on Amazon, many sellers will open a large number of advertisements even at a loss in the early stage, in addition to accumulating early sales, they will continue to expand high-quality keywords, according to different periods, and constantly optimize these keywords, the purpose is to obtain valuable natural traffic after the weight of these keywords is increased, after all, No matter which e-commerce platform, it is impossible to arrange the full screen as advertising space, since it is impossible to arrange all advertising space, then these positions must have a ranking mechanism.
And generally speaking, these ranking mechanisms are set according to the needs of users, the purpose is to allow customers to find their own products in the first time (Amazon is still so, other platforms depend on the specific situation), so as to improve the user experience, and we know this logic, we can analyze the important factors of the ranking mechanism, To make corresponding countermeasures.
For example, user demand and user experience are most concerned about the keyword matching degree, want to let the other party find the product they want, keyword matching and accuracy is the first element, and when they are accurate matching, sales and conversion rate and positive feedback, it has become the second element. To sum up: In the early stage of the product, paid advertisements are used to carry out keyword matching test, as well as faster exposure and clicks, and accumulate more transformation of relevant keywords, so as to obtain the subsequent recognition of Amazon's recommendation mechanism and obtain natural ranking. This is a good strategy, but it is necessary to formulate strategies according to their own products, such as our clothing category. The sales cycle is short, it is recommended not to pursue explosive models (T-shirts, hoodies can do), but should start from the overall style, do a good job of related marketing, so that the traffic import to maximize the transaction, in addition, improve the quality of service to reduce the refund rate is crucial.
Strengthen data analysis ability
In order to better implement the above strategy, sellers also need to have strong data analysis capabilities. By continuously monitoring various indicators (such as click-through rate, conversion rate, etc.) and making adjustments accordingly, the effectiveness and accuracy of decision-making can be greatly improved. In addition, regular reviews are an essential part of identifying potential problems and taking prompt action to improve them.
Conclusion
Through the above content, I believe that POD clothing industry partners, should have a certain understanding of the underlying logic of Amazon advertising, of course, if your advertising strategy or product profits can be in the case of advertising orders, but also bring enough profits, then the advertisement can be open all the time, but obviously, Such “ Good thing” Therefore, how to effectively, strategically and purposefully reduce the proportion of Amazon advertising orders, so as to achieve higher profit margins, has become our current most important promotion strategy, how to use advertising to drive sales, and then improve the weight of precise keywords, get the top natural ranking, get free traffic, and improve the quality of advertising. Is one of our most important promotion strategies, small partners must pay attention to and study. Finally, I hope this article has been helpful to you!
FAQ
1. Q: How to determine the right keywords?
- Answer: You can use Amazon's own keyword search tools and third-party research tools, combined with product characteristics and target audience needs to screen, in addition, open automatic advertising, widely matching words is also one of the common ways to launch new products, but note that the conversion rate of different stages of the product is not the same, it is recommended not only conversion rate theory, It should be considered in combination with click-through rate, click-price and conversion rate.
2. Q: What are the advantages of a dynamic bid strategy?
- Answer: Can more flexibly respond to changes in market demand in different time periods, maximize advertising benefits and control costs. Specific strategies are suggested according to their own needs. For example, if CPC is too high, it is recommended to use dynamic bidding to optimize and reduce. In addition, each data or advertising group needs to be opened for a period of time to measure the real effect, under normal circumstances, it is recommended to use seven days of data to judge, to avoid short-term demand fluctuations, resulting in misjudgment.
3. Q: Why do you need to break down the advertising group?
- Answer: This can make the advertisement more accurately reach the target customer group, improve the conversion rate, reduce the ineffective exposure, but remember that in the different stages of the product, too accurate is not a good thing, such as the product in the outbreak period and maturity period, too accurate traffic is easy to restrict the increase of traffic and sales, of course, in the early competitiveness of the product is not strong, More accurate traffic means that conversion rates are likely to be higher and costs less.
4. Q: How can I get more user reviews?
- Answer: Customers can be encouraged to leave comments by sending follow-up emails, providing small gifts or coupons, etc. At present, Amazon is very strict about this piece, whether it is to put small cards or send emails, it is recommended not to trigger relevant keywords, do not bring obvious guidance meaning, in order to avoid complaints or Amazon to grab the content. Thus determining violations, affecting the flow of products and stores.
5. Q: What are the specific aspects of multi-channel marketing?
- Answer: In addition to various promotional activities within Amazon, you can also consider social media promotion, cooperation with other websites or individuals and other forms, in general, if you want to quickly accumulate sales, then the way of drainage outside the station is a good way, especially if there is an advantage outside the station. For example, there are more fans of social media accounts, or have a suitable red cooperation program, or find a cheap and effective DEAL website or other channels, you can try one or two, but be careful not to touch the Amazon platform's violation of the red line, in addition, to ensure that the conversion rate of traffic introduction can not be too low, in order to avoid Amazon platform for your products caused by misjudgment.
