Introduction
In the current has fallen into the stock competition, the competition situation is becoming more and more intense on the Amazon platform, understanding the advertising strategy of competitors is crucial to optimize their own promotion effect, especially for some product differentiation is difficult to open the novice POD clothing sellers, how to develop your advertising strategy through competitors, In the following, this article will reveal some practical methods and techniques to help you accurately determine the advertising campaigns that your opponents appear in search results, and teach you how to use these strategies to improve your own operational performance.
In-depth understanding of Amazon advertising system
Before we get into specifics, let's take a quick look at the main types of ads on Amazon and how they work:
- SP (Sponsored Products): Product ads that target specific keywords.
- SB (Sponsored Brands): A list of products or a store page displayed by brand.
- SD (Sponsored Display): is primarily used for remarketing purposes to display ads based on user behavior.
Each type of advertising has its own unique application scenarios and advantages, and choosing the right form of advertising in different scenarios can effectively improve the conversion rate.
How to judge an opponent's advertising campaign
1. Keyword matching
- Wide match : When competing products use a broad match for a keyword, it is possible to trigger AD displays, even if the buyer searches for a related variant of that keyword.
- Phrase matching : If phrase matching is used, the AD will only be displayed if the exact phrase entered by the buyer contains the selected keyword.
- Accurate match : This is the most accurate form of matching, and ads will appear only if the buyer's search exactly matches the set of keywords.
2. ASIN correlation
- Automatic advertising : Automatically generates associated keywords by analyzing the content of the product details page.
- ASIN targeted advertising : Advertise directly against the product page of the specified ASIN, which is very suitable for situations where you want to seize the traffic of competing products.
3. SB advertising link
- In some cases, particularly the position at the top of the front page, it is likely that it was acquired through SB ads. By clicking on the corresponding advertising campaign page, you can further confirm the keywords and matching mode used.
4. Comparison of advertising positions
- Pay attention to the different products appearing in different positions, which can help to identify whether multiple products of the same brand have been laid out using different forms of advertising.
5. Traffic source analysis
Comparing your traffic composition with that of your competitors, especially the growth of the referral traffic segment, can help identify potential opportunities or areas for improvement.
Specific case: Opponent advertising campaign analysis skills
Keyword analysis
When we analyze the keyword of the opponent advertisement, we will find that the search results under a certain keyword can be generated by a lot of advertising activities, then we must first know which advertisements can make the goods appear under the keyword, under normal circumstances, will appear in the following categories of keywords:
1. Broad matches under a word
2. Match the phrase under a word
3. Automatic AD matching under ASIN
4. ASIN targeting advertising
5. The exact match of the word
6. Keyword SP/SB
For example, when we analyze competitors on the search results page under the keyword women top and search women tops, if the SB AD appears at the top, then we can directly enter the AD campaign page by clicking on the AD campaign ID.
From the advertising campaign page, we can probably judge that the keyword with a high probability of TOPS phrase, of course, there are other keywords under the advertising campaign, we intercept the part for analysis, then when the opponent carries out a number of SB to put, we know the opponent's advertisement put those keywords, with what matching form to put.
According to the above methods, we can accumulate more competitive product display position, view SBV home position is cast through those ways, we can choose a relatively large number of delivery methods.
If we want to get advertising space under this keyword can take the form:
1. Precise delivery of Women tops
2. Phrases and ranges of Women tops
3. Keywords and similar brands in SB advertisements
If you want to make the keywords appear on the home page for a long time, you can use high bidding, and then set a custom bidding, reduce 99%, the custom bidding here applies to the top of the search results outside the advertising space, so the high bidding remains on the home page, low bidding in the search results page waist and bottom position.
Relationship between keywords and different products
Sometimes, we will find that different products of the same brand appear under the same word, what kind of advertisements appear respectively? How did he do it? Can we learn from it?
< p > about this problem, we can undertake click on advertising campaign, then on word frequency statistics, because we search keyword "women top, so we are two key words for filtering, after screening, we found that women may occur key root word has two tops, womens tops, women tops, we click to view the keyword, find the ASIN, and get the AD space under the word through the phrase of women tops.
But here comes the problem: when we clicked on another ASIN advertising campaign, we did not find any keyword search results related to women top in this advertising campaign. It can be inferred that the data has not been updated possibly due to time, so we need to wait a few days to conduct a reverse search and record it.
Why do competitor products appear on our product page?
Sometimes we can find that there are competitors' products under our product page, but our competitors' product page does not have our products, so how do we appear under our competitors' product page?
In fact, the same as the above analysis, it is still through the way of clicking to see the keywords, analyze the competitors through which way to our page, and then we try to copy each other's delivery method, of course, if you are familiar enough with the source of each page's advertising space, you can also directly place.
Build an effective advertising strategy
- Regular inspection and adjustment : Constantly monitor the effectiveness of advertising and adjust accordingly to changes in the market.
- Try to diversify : Combine a variety of advertising forms together to achieve the best coverage.
- Learn competitors : Learn from successful cases, but be careful to maintain your own identity.
Conclusion
Through the in-depth analysis of competitors' advertising activities, we can better understand the operation of the market and how to effectively plan their own marketing plans, through this way, we POD clothing sellers can easily and quickly learn how to advertise, and learn more in-depth advertising skills and develop their own strategies. Because the platform and competitors are changing, regular research and analysis of competitors' advertising strategies are also very important for us to cope with the changes of the platform, as well as the accumulation of long-term changes in related industries, and we need to focus on POD clothing sellers. Finally, I hope this article has been helpful to you.
FAQ
1.Q: How can I improve my AD ranking?
A: Improving bidding, optimizing keyword selection and improving product quality scores are effective means, at the same time, product sales, conversion rate and other key factors, will increase the weight of links, which will also let us in the same bid, get a higher ranking than our peers, if we want to rank in the front, can only improve the bidding, Or optimize keywords, find long tail accurate, small competition words, then, after the promotion, when the sales add up, and product optimization so that the conversion rate is high, after the link weight rises, then the same keyword under the same bid, the ranking will be greatly improved, and drive the keyword natural ranking.
2.Q: What kind of seller is automatic advertising suitable for?
A: Novice sellers or businesses that want to quickly expand coverage can consider using automatic advertising as a starting tool, in general, automatic advertising is often the seller of new products do not know enough, or not sure, will set a certain budget, so that automatic advertising run out of some high conversion rate keywords out, This process is also known as “ Run word ” Most of the words running out are some related words with high conversion rate or large exposure rate, and the operators will further carry out accurate matching promotion according to these words, which is the stage of new product measurement, but there is also a situation, that is, a mature product, when it is accurate enough, high conversion rate, and stable traffic, the seller hopes to get more traffic exposure. So increase the budget to open automatic advertising, so as to get new transformed keywords or traffic words, these two ways will use automatic advertising, but the budget and purpose are completely different, we POD clothing sellers according to their own promotion strategy.
3.Q: Why can't I see my own ads sometimes?
A: It may be because the budget is exhausted, the keyword competition is fierce and can not be displayed, or the advertising audit has not passed, etc., of course, it may be the relationship between the algorithm mechanism and the product weight is insufficient, but in most cases, if you can not see your own advertisement, it is basically because the advertising is limited (such as the budget is exhausted, the bidding is too low, the advertising is limited). Weight decline and the like can not show), partly because of the relationship between the algorithm mechanism, as long as the background display is normal, the bidding is normal, the weight is normal, then you can judge that the rival bidder may steal your promotion bit.
4.Q: What makes SB ads special compared to other types?
A: SB advertising allows the creation of richer content formats (such as video), and can be directly linked to the brand store home page, which is conducive to enhancing the brand image, in general, SB advertising is important brand publicity, more attention to exposure and click rate, conversion rate this piece of advice can be appropriately relaxed some standards.
5.Q: How to evaluate the effectiveness of advertising?
A: Pay attention to key indicators such as ACoS(advertising cost-to-sales ratio), click-through rate (CTR), and combined with actual sales, ACOS represents the specific effect of advertising, which is a comprehensive judgment of CPC and conversion rate, while click-through rate is the performance of whether the keywords are accurate and whether the advertising creativity or video of the product is attractive enough. If the click-through rate is too low, it is necessary to optimize the main picture, video or advertising creativity of the product, if the ACOS data is poor, it needs specific analysis, according to the promotion strategy to determine whether it needs to be adjusted, and the direction of adjustment is mostly the keyword screening and optimization.
