Introduction to Amazon Advertising and Front Desk Layout
Amazon's average CPC and Acos are so high, why are we doing Amazon advertising?
1. Platform: Advertising has replaced product recommendations and personalization on Amazon. Instead of trying to lead product discovery, they let advertising lead the journey. Sponsored ad sections such as "Products related to this item", "4 stars and above" and "Brand related to this category on Amazon" may have almost replaced "Customers who bought this item also bought" and "customers who viewed this item also viewed" "Suggest. The last remaining recommended feature is "Frequently Bought Together". Other content on product pages, including additional display ads, are paid ads.
2. Sellers: Good products will spread by themselves, but the premise is that they need to accumulate their own seed customers, so they need to be promoted; as long as good products are liked by users and have positive feedback, Amazon will also give more meteors; Amazon’s competition is fierce year by year, With more capital entering the game, we need more advertising support while doing a good job in the product.
3. Long-term development
Four principles officially announced by Amazon Advertising
Customer first, innovation, operation, long-term thinking
Key point: The possibility of making products without advertising will become smaller and smaller, and advertising is not worthless, or just a tool to spend money. If it is used reasonably, it can actually allow us to quickly test whether our products can To meet market demand, and to better help us in product development.
What is Amazon Advertising? (Differentiated from Amazon In-site Advertising)
a. Amazon Advertising is a digital advertisement based on big data algorithms and realistic models (realistic advertisements: advertising machines in shopping malls, TVs, banners, advertisements on elevator walls....)
b. Amazon Advertising Categories: Search Advertising, Display Advertising, Social Advertising, Video Advertising, and Email Marketing
Remarks: We often use search (Sponsored) advertisements in Amazon: suitable for pushing products, pushing keywords, pushing brands
popular understanding
a. A means of obtaining traffic through CPC (Cost Per Clik) on the Amazon platform
b. Some product search results have a "Sponsored" font, these are considered Amazon In-Site Ads
Common Product Search Ads VS Amazon Self-operated Ads
On the search results page, Amazon's own-brand products account for 25% and 50% of sponsored product ad booths on the website and mobile, respectively. There are generally 12 advertising spaces on the home page or the first 2 pages of Amazon, and Amazon occupied 3 advertising booths. Other pages have about 9 ad slots.
Search Ads on Product Pages
There are many other types of search advertisements on product pages, and there are differences in different categories of products. These two types of advertisements are the most common. Of course, there are many corner display advertisements, etc.
Five categories of Amazon advertising
1. Product promotion - SP
Increase product exposure
Increase product sales opportunities
High relevance and accurate delivery
2. Brand promotion - SB
Have a prominent advertising space
Show more products at once
Custom ad formats are more free
3. Display promotion - SD
Diversification of delivery strategies
Automatic generation of creatives is easier
More display channels (on-site, off-site)
4. Brand flagship store
5. Posts
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