How should Amazon's peak season advertising layout be reasonable?



Prime Day is almost here! Are sellers thinking about getting their shipments to distribution centers by June 20? but! While paying attention to logistics and distribution, sellers should not forget to advertise strategies! Today, I will sort out the advertising strategies for preparing for the peak season, hoping to help sellers!


When making an advertising strategy, let's first think about a question, what kind of advertising does Amazon have?


Product promotion: automatic advertising, manual advertising (keyword placement, product placement)


Branding: Collections, Store Spotlights, Videos


display ads


Let's think about another question, how does a buyer place an order?


Search volume - exposure volume - click volume - sales volume


Purchasing process: homepage - purchase, list, deal, search directly according to the recommendation


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Search - Product 1 - Purchase directly, enter the brand flagship store/store (buy product 2 in the store or jump out) - enter product 3 - purchase, return to product 1, jump out, etc.


Among them, how is the Amazon recommendation ranking set?


CPC Click Price = Second Place Bid + Percentage Difference Between First and Second Place + Ad Performance


Ranking: bidding, weight - ad conversion, keywords, listing (title, st, others)


Now, let's answer what are the core metrics of Amazon Advertising for sellers?


Impression: The number of ad impressions


Clicks: The number of times Amazon shoppers clicked on an ad when a product ad was displayed


Cost per click (CPC): The total cost of a click divided by the number of clicks


The factors that affect the display of the above three main indicators are: bid level, buy button win rate, relevance to customer search terms


Ad spend (Spend): The amount spent on advertising to get clicks


Click-through Rate (CTR): The percentage of clicks divided by impressions


Sales Orders (Orders): The total number of sales purchases generated by one click


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Sales (ProducSales): The total amount of product sales generated within one week of clicking on the ad


The above four main indicators affect the click factors: whether the price of the product is competitive; the quality of the main image and title of the product; the influence of customer star ratings and the number of comments;


Conversion Rate: The percentage of sales orders divided by clicks


Advertising Cost of Sales (ACOS): The percentage of advertising dollars spent on sales


Return on Ad Spend (ROAS): Total ad sales divided by total ad spend


The factors that affect the conversion of the above three main indicators are: product image; product detail page quality; customer reviews;


What sellers do before Prime Day


The first step is to determine the peak season target: push new products or profit or clean up slow sales


The second part is to determine the peak season budget: advertising proportion or advertising spending or advertising allocation


Determine the proportion of advertising


New Stores: 15%, Medium Stores: 10%, Large Stores: 6-8%


Year-round sales planning first, then advertising spending


When there is no advertising idea, blindly advertise, the final result must be to spend money to find guilt


Peak season direction planning


Before the peak season: A+, brand flagship store decoration, product page layout, keyword preparation, advance seat occupation


During the peak season: a good time to increase the overall budget, observe the position of keywords, and impact sales of new products


After the peak season: timely review and observe which products have been greatly improved through PD



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