I. Low-price product layout advertising (first type)
- Price advantage of new products 2. Single bidding strategy 3. Advertising layout steps
[1. Price advantage of new products]
For products with a customer unit price of less than 10 US dollars, the price of new products is lower than that of direct competitors. For example, the competitive product bidding price is 9.99 US dollars, so we put the price of new products on the shelves directly at 8.99 US dollars, and then increase the coupon strength to create a price advantage. The coupon strength range is between 20%-50%.
It is not recommended to use member discounts for new products with low customer unit prices. The member discount price will affect ACOS, ACOS=single bid×number of clicks/customer unit price. If ACOS is high, you can increase the coupon strength to create a price advantage, reduce the number of clicks, and increase the advertising conversion rate, thereby reducing ACOS.
【2. Single bidding strategy】
According to the gross profit formula, gross profit = selling price – (product cost + product first leg + FBA delivery fee + Amazon commission), the surface gross profit can be directly calculated through this formula, and other expenses are not included for the time being. The coupon strength fee is not included in this formula, and the coupon fee is regarded as promotion fee.
According to one-fifth to one-twentieth of the gross profit, the gross profit of new products with a customer unit price of less than 10 US dollars in this advertising layout is only less than 5 US dollars. Using one-tenth of the gross profit, the highest single bid can only be controlled within 0.5 US dollars.
If the advertising campaign has no exposure and clicks, you can use BID to increase the single bid. You can only increase BID, not directly increase the original single bid. After the link is naturally ranked, cancel BID, then the single bid of the link is also controlled within 0.5 US dollars.
【3. Advertising layout strategy】
Step 1: Automatic close advertising Step 2: Manual phrase advertising Step 3: Manual broad advertising Step 4: Automatic similar advertising Step 5: Other advertising types
New products are sold directly at $8.99, and 30% coupons are directly turned on. After the 30% coupon is displayed on the front desk, the advertisement is directly launched.
Step 1: Automatic close advertising
There are four matching types of automatic advertising. Only close advertising is turned on. On the first day, 5 automatic ads are directly opened. The single bid is $0.5, and a fixed bid is adopted. Each advertising campaign budget is $1-5.
What should I do if the advertisement has no exposure and clicks on the first day of launch?
Increase the coupon to 40%
- Increase BID by 50% (both at the top and on the product page)
After running for a few days, the exposure and clicks are still relatively small. Increase the coupon to 50% and the BID to 100%. At this step, the automatic advertising must have exposure and click conversion.
By adjusting the above steps, it is OK to have at least 1 exposure-click conversion in 5 advertising campaigns. Increase the budget in the advertising campaign. The criteria for increasing the budget are:
- The advertising conversion rate is above 5%, and there is at least 1 advertising order for 20 clicks
- Adjust the budget by 1.5-2 times. Do not increase the budget too much at once. For example, at least 0.5 advertising orders are issued for 10 clicks per day
At least 1 advertising order is issued for 20 clicks per day
At least 1.5 advertising orders are issued for 30 clicks per day
For these 5 automatic ads, do the following actions within two weeks:
- Increase BID to increase exposure-click
- Do negative keyword optimization
- Increase the budget for advertising campaigns
The budget for advertising campaigns during this period cannot be reduced. If the advertising performance is not good, do advertising negative optimization first, and then use BID to increase the single bid to obtain a better advertising position, reduce the number of clicks and increase the advertising conversion rate, so as to achieve overspending of the advertising campaign budget. Advertising budgets cannot be increased and decreased all at once, as this will have a great impact on new product advertising. If performance is not good, optimize it and then increase the budget.
In about two weeks, keywords will appear in the 5 automatic advertising campaigns. See which type of root words appear in the 5 automatic ads, and each automatic ad will be used for that type of root word, such as the following:
Automatic close campaign 1 dash cam root keyword Automatic close campaign 2 car camera root keyword
Automatic close campaign 3 dashboard camera root keyword Automatic close campaign 4 car cam root keyword
Automatic close campaign 5 dash camera root keyword
Specialize in automatic close advertising within one month, and do not open other types of ads. Within this month, you can continue to add new automatic close ads, and increase to 10 automatic close ads. After all, there will not be many roots with a certain search volume.
Only automatic close matching will make new products more specific and traffic easier to control. Automatic close advertising can be included and advertised within one month after the new product is launched, and exposure click conversion can be obtained at a single bid of 0.5. If other types of ads are added within one month after the launch, the performance of automatic advertising will be affected by other types of ads. Automatic advertising may not perform well.
Just like falling in love, keep specificity and understand each other step by step. If you want to know everything about each other on the first day, then this relationship is likely to go wrong. Get to know each other a little bit first. For advertising, it is also the same. First conquer one type of traffic, then conquer other types of traffic.
New products with a single customer price and a single bid cannot be pushed hard. It takes about a month to settle. About a month, when the automatic close advertising activity performs well, the natural ranking of the new product link will also appear quickly in a month.
Step 2: Manual phrase advertising
In the second month of the new product, through the keyword tool:
Reversely check the keyword ranking and find such keywords: 1. Highly relevant keywords
- Search frequency within 1 million 3. Natural ranking in the first 3 pages
Open phrase matching for such keywords, and use a matching mode of only one keyword in one advertising campaign. In the second month, it is recommended to only add keyword advertising campaigns with a certain ranking and use phrase matching. The purpose of this month’s phrase matching advertising campaign is to further improve the natural ranking of link keywords. Advertising campaigns that open phrase matching should also add negative keywords in advance.
Phrase matching advertising campaigns: 1. Fixed bid of 0.5 US dollars
- Advertising campaign budget is 3 US dollars first
Wait until the advertising campaign runs for a while, and then increase the budget.
Step 3: Manual Broad Advertising
In the third month of the new product, the contrast keyword ranking, find such keywords: 1. Highly relevant keywords
- Search frequency within 1 million 3. Natural ranking on the first page
Open broad matching for such keywords, the same as the second step mode, the purpose of this step is to further improve the natural ranking of keywords.
New products are advertised for three months, and the advertising activities include automatic close, manual phrase, and manual broad. These three advertising activities also have exposure clicks and conversions at relatively low single bids. Precision advertising activities cannot be launched within three months. Precision advertising activities not only require high single bids, but also easily affect the performance of other advertising activities!
The purpose of these three types of advertising is to seize the search traffic, and wait until the search traffic is seized before launching related advertising.
Step 4: Automatic similar ads
In the first 3 months of advertising, the natural ranking of most keywords will be promoted to the first 3 pages, and natural associated traffic will be generated. You must wait until the natural associated traffic is generated before launching associated ads. You can manually detect whether there are natural associated pages on the competitor’s page, or use tools to contrast whether associated traffic is formed.
When a certain amount of natural associated traffic is detected, directly start associated ads in the 4th month, directly create 5 new associated ads, and open automatic similar product ads. Associated advertising mode:
- Use fixed or increase and only decrease mode 2.0.5 US dollars per bid
- Advertising campaign budget starts at 2 US dollars
Automatic associated ads will run for about two weeks, and a certain automatic associated ad will be occupied by a certain ASIN, and there will be exposure, clicks and conversions. This type of automatic associated ads also uses [automatic as manual] to deny other ASINs with poor performance.
This step of associated ads can also open a lot of advertising campaigns.
When the link is completed in these 4 steps, the natural ranking and advertising of the link will become more stable, and then the overall advertising campaign budget will be further increased to make the advertising performance better, thereby further improving the natural ranking of the link. When there are more natural orders, brand advertising and display advertising can be deployed.
This advertising method is suitable for:
Low customer unit price
- Low single bidding
- Small categories already have a certain stable keyword traffic
- Low-priced product layout advertising-off-site assistance
For low-priced products within 10 US dollars (the range can also be expanded to low-priced products within 15 US dollars), the first thing we think of is these points:
- Low cost of purchase
- Large demand
- High advertising cost
The above 3 points often appear in low-priced products, so change the way of thinking to interpret, if the low-priced product has a large demand on the site, will the effect of off-site promotion be better? Can off-site promotion be used to assist the site to improve the link ranking?
[If the low price is suitable for off-site promotion]
If the tested model is suitable for off-site promotion, and the effect of off-site orders is OK, then the new product can be directly promoted off-site. The following points should be achieved:
- Make a good pricing strategy before the sale 2. Use the intermittent flow mode to promote off-site
- Combine keyword tools to check the link natural ranking
Make a good pricing strategy before the sale. For example, the best selling bidding price is US$9.99, so before the sale of our new product, we will directly price it at around US$12.99. It is necessary to raise the price to promote off-site, so that the discount can be adjusted flexibly and the loss will not be so large! How to promote off-site?
Use the intermittent flow mode to promote off-site intermittently. When you see that the ranking has dropped, promote off-site to boost the BSR ranking. It takes about one month to promote off-site. If the competitive category is promoted within two months, the effect will be better, such as the 3C category.
Pure code mode:
Use social media promotional codes to offer 50%-70% discounts. Increase discounts to place ads outside the site in the early stage. Pay attention to the following points when placing ads outside the site in this mode:
The overall conversion rate is gradually increasing
- The overall sales volume is also continuously increasing
- Do not fall out and set a good BSR ranking (for example, the subcategory is currently 200)
By adjusting the discount intensity and increasing the channels for placing ads outside the site, the above 3 points can be achieved. It is very difficult to control orders outside the site, but the order volume can be controlled within a relative range.
After 15-30 days of placement in the pure code mode, the natural ranking of new products will appear. Make sure that the natural ranking of most keywords appears in the first 3 pages. Then change the mode:
Code coupon mode:
When the natural ranking of most keywords in the link appears in the first 3, immediately change to this mode, with coupons at 30% and code discounts at 20%-40%. The role of coupons is to further improve the natural ranking and promote natural order transactions. If the ranking drops, combine the code coupon to place outside the site to stabilize the BSR ranking of new products.
Use this model to increase the natural ranking of most keywords in the link to the second page or even the first page. Use keyword research tools to check the natural ranking of keywords:
[Stop placing outside the site and switch to advertising on the site]
When most keywords of new products are naturally ranked on the second or first page, stop placing outside the site and do two things:
Cancel the code and keep the 30% coupon
- Reduce the price from 12.99 US dollars to 9.99 to get the price reduction label
Be sure to keep the 30% coupon, which is very helpful for promoting natural orders on the site and driving advertising performance. Lowering the price can get a striking red price reduction label, thereby driving the exposure and click conversion of the link.
[How to open an in-site advertisement? 】
Manual keyword phrase matching
- Manual keyword broad matching
- Manual ASIN advertising targeting
- Automatic close matching
- Automatic similar products
- Other advertising types
- Manual keyword phrase matching
Use the word search tool to find the following keywords: First, relatively accurate keywords
Second, search frequency is within 1 million Third, the keyword is naturally ranked in the first 3 pages
Find this type of keyword, use one advertising campaign, one keyword, one matching mode, open phrase matching, fixed bidding, and only need one tenth of the gross profit or even lower for a single bid! Because the natural ranking of the keyword is already in the first 3 pages, and with the support of 30% coupons and the support period of new products, it does not require a very high single bid to make the advertising campaign have exposure click conversion! If there is really no exposure click, use BID50%-200 to increase the single bid!
Why not directly open automatic close advertising or manual precision advertising in this step?
With the help of off-site momentum, Amazon has included keywords for new products and improved the natural ranking of keywords. This step has replaced automatic advertising and manual keyword precision advertising!
When the natural ranking of new products is up, directly use keyword phrase matching to advertise, and the traffic is better controlled, but keyword negation must be done in advance! - Manual keyword broad matching
When the natural ranking of a keyword has stabilized on the first page (at least one week), you can create a new advertising campaign for this keyword alone, and also use one advertising campaign and one keyword to open broad matching. In order to avoid creating so many new advertising campaigns, the monthly search frequency of this keyword is within 500,000.
If you don’t want to create a new advertising campaign for this type of keyword, then directly add keyword broad matching to the original keyword phrase matching ad group.
- Manually position ASIN ads
The above two steps are to further lay a solid foundation for search ad keyword traffic, and the most important thing is to let the link further promote more free associated traffic.
Free associated ASINs can be found through product selection research tools or manual search. Find this kind of relatively accurate natural associated ASIN, directly run manual positioning ASIN ads, and the ASIN that has been naturally associated, and then run the associated ads of this ASIN without a high single bid to grab a better associated ad position!
The previous 1.2.3 steps have very clear advertising purposes. After the previous 1.2.3 steps, the link already has relatively stable natural traffic and advertising traffic. - Automatic close matching
The effect of opening automatic close matching at this time will be better, because the previous phrases have already occupied the advertising traffic pit and increased the natural traffic pit, and then use automatic close to consolidate the search advertising traffic. At this time, the single bid of automatic close advertising is relatively low and can obtain good exposure and click conversion. - Automatic similar products
Run the automatic close matching ads for about two weeks, and then turn on the automatic similar products ads. With the support of the previous 1.2.3.4 advertising activities, the effect will be better if you can run the automatic similar products. In the third step, let the link actively run the ASIN that has been naturally associated to stabilize the associated ads. In the fourth step, let the link further increase the search advertising orders. In the fifth step, open it on the premise that the link comprehensive order volume and ranking are improved, and the effect will be better!
Other advertising types can be slowly turned on, such as brand advertising and display advertising.
For new products, SP product promotion advertising is the most important. If the advertising layout is good in this step, other advertising types are equivalent to icing on the cake of the link. If the SP advertising that helps in the snow is not well laid out, it will be very difficult to run the link!