Introduction
As the world's largest cross-border e-commerce platform, Amazon has the world's largest consumer market, and is undoubtedly an important battlefield for many merchants to compete for market share. Our POD clothing sellers are no exception, many small partners are actively exploring the development of this market, or are planning to open up their own new stores in this market, then, how do we POD clothing sellers in this piece of “ Expansive ” Stand out in the market? For Amazon sellers, especially novice sellers, how to accurately and efficiently develop advertising strategies is undoubtedly one of the most important links. This article will take you to explore the tips of Amazon advertising promotion, from keyword optimization to budget management, to attract clicks and increase conversion tips, to help you make it easy to play Amazon advertising.
Importance of Amazon advertising promotion
With the increasing popularity of online shopping, Amazon has become one of the main platforms for consumers to find goods. Therefore, making good use of Amazon advertising is crucial to increase brand awareness and increase product sales. Through the smart use of various advertising tools and techniques, businesses can not only increase product exposure, but also effectively guide potential customers to complete the purchase behavior.
Tips for Amazon advertising promotion
1. Keyword selection and optimization
- Research competitors: Learn what keywords are used by other successful sellers in the same industry and try to include them in your list.
- Collect data with automated ads: After automatic ads have been on for a while, adjust keyword Settings in manual ads based on top-performing search terms.
- Long tail keyword mining: In addition to the common hot words, we should also pay attention to those long tail words that although the search volume is not large but the competition is small, in order to obtain a more accurate target customer group.
Novice guide: In creating new products, you can use “ Exact matching ” Keyword testing CTR, then gradually expand to phrase matching and broad matching to ensure AD traffic accuracy.
2. Budget planning and management
- Set a reasonable daily limit: Allocate a reasonable daily advertising expenditure limit according to the actual situation of the store to avoid excessive consumption of funds.
- Check and adjust the bid regularly: Pay close attention to the advertising effectiveness report, adjust the keyword bid timely, and ensure that every penny is spent.
- Test different types of advertising combinations: Try a variety of advertising formats (such as Sponsored Products, Sponsored Brands, etc.) to find the most suitable for your product.
Novice guide: Control your budget according to your profit, after a certain number of sales and stable profits, we can use the following formula to control the budget.
Budget = daily profit × Willing to put out the proportion
Example: If your current profit is $100 and you want to spend 30% of your profit on advertising, then your budget is 100*30%= $30. The advantage of this is that you can control your profit expenditure, but the problem is that without advertising promotion, it is not easy to make stable sales. This formula applies to businesses that have accumulated sales and operating profits.
And if it is a novice with no sales at all, we should estimate in the early stage, or set a sales target, such as average daily sales of 10 pieces, each profit is $10, and then invest 30% of the estimated average daily profit to put, note that the estimated sales target should be set according to the competing products, not how to set it up.
Generally speaking, we can appropriately increase the proportion of investment profit in the early stage, and then gradually reduce it after stability. In the early stage, when we do not know which models are selling well, we still need to test models. The budget of test models can be fixed by a certain value, for example, my development cost + product cost + logistics cost + advertising budget = a certain fixed value. This value is the maximum loss I can bear, and then the cost of the measurement can be calculated.
Of course, the fixed value has a disadvantage, that is, because of the difference in the value of goods and various costs, it will lead to too much or too little advertising costs. In most cases, we will calculate a proportion according to the cost, and this proportion is related to our profit margin and our target sales volume. After determining the target sales volume, according to different cycles, Invest a certain percentage of “ The future ” Profit, investment in testing advertising, and, these investments + all costs, we can afford (try to prepare for the worst, to minimize losses).
3. Get high quality traffic
- Precise targeting of the target audience: Clear your ideal buyer is who, including age, gender, interests and other factors, in the creation of advertising targeted Settings.
- Create a compelling main image: A clear and beautiful product image can often instantly grab the user's attention and prompt them to click on the details page to see more information.
- Write a compelling title: succinctly describes the core selling point or feature of the product, so that the viewer can see its value at a glance.
Beginner's Guide: High quality traffic is required to match the content of the correct and accurate expression of the product, so accurately describe your product, and realize what the audience of your product is, is the most important content to do product optimization, and the later stage is to follow the user's evaluation and feedback, continuous optimization and maintenance, in order to continuously obtain high quality traffic.
4. Increase click-through rate and conversion rate
- Optimize the content of the product page: list all relevant information in detail, including specifications, instructions and user reviews to help buyers make purchase decisions.
- Improve your design with A/B testing: Experiment with different visual elements and writing styles to find the version of your design that resonates the most.
- Provide competitive prices: Consider appropriate price reduction promotion combined with cost, while ensuring that product quality is not discounted, in order to attract more price-sensitive consumers.
Novice guide: Click-through rate (CTR) is a key metric to measure whether an AD is engaging. If the CTR is less than 0.3%, there may be something wrong with your AD, and we need to optimize it from the main image, title or description, and keywords. If the image is not attractive enough, it is recommended to optimize for a high contrast, attractive image. If the copy is lackluster, try highlighting the core selling point or promotion. If the selected keywords are too broad and the flow is not accurate, cultivate keywords with high conversion rates.
5. Understand the types of advertising and their functions
- Sponsored Products: appears at the top or in the middle of the search results page and is perfect for promoting a single product.
- Sponsored Brands: allows you to display several related product links and custom slogans, which is suitable for creating a brand image.
- Sponsored Display: Targeted push based on user behavior, helping to re-attract visitors who have visited the store but have not placed an order.
- Amazon DSP: Advanced advertising services for large enterprise customers, supporting multi-channel coverage across devices.
Amazon ads compared to Google and social media platforms
Advantage
- Highly relevant context: Because the user is already in the shopping mindset, it is easier to facilitate transactions than non-direct sales oriented platforms such as social media.
- Rich data analysis support: Amazon provides detailed advertising performance tracking tools to help companies better understand market demand trends.
Disadvantage
- High cost input: Especially in highly competitive categories, a larger budget is required to achieve significant results.
- Limited creative space: Amazon has more stringent AD format requirements than Google AdWords or Facebook Ads, limiting the possibility of personalized expression.
Conclusion
If you want to succeed on the Amazon platform, you must learn to flexibly use various advertising methods to enhance the precise exposure of products and enhance brand influence. Through careful selection of keywords, scientific management of budgets, continuous optimization of product pages and other content, I hope that each POD clothing seller can shine on Amazon, the world's largest e-commerce stage, and get rich returns!
FAQ
1. Q: How to determine the best keyword combination?
A: can be determined by analyzing keywords used by competitors, collecting data using automated advertising tools provided by Amazon, and combining features of your own products.
2. Q: Is it necessary to adjust the advertising bid every day?
A: does not necessarily need to be adjusted every day, but it is recommended to check the performance of the advertisement at least once a week, and make corresponding modifications according to the actual effect.
3. Q: How can I make my product images more attractive?
A: Ensure that the picture quality is high and the background is clean and tidy; Try to use multi-angle shooting to show the full picture of the product; You can also add some application demonstrations of life scenarios.
4. Q: Which is more suitable for the new brand, Sponsored Products or Sponsored Brands?
A: For brands that are just starting out, Sponsored Products may be more appropriate because they can be directed to specific products and build awareness quickly.
5. Q: What size business is the Amazon DSP suitable for?
A: is usually recommended for large and medium-sized enterprises with a certain scale and high marketing budget, because the service involves a more complex programmatic purchase process.
