Many sellers will encounter some unexpected problems when running their own Amazon store. If it cannot be solved quickly, it is very likely that the original operation plan will be disrupted, and the entire operation rhythm will even be brought to a standstill. Therefore, in our daily work, we should not only pay attention to the store and the product itself, but also spend some time to understand the problems shared by other sellers and the corresponding solutions, so as to enhance our ability to solve problems.
For example, I recently saw a seller asking for help, which is very representative. It describes the problem as follows:
The product has been on the shelves for nearly 50 days. I will update the data around 15:00 every day, reduce the advertising budget to 1, and then increase the advertising budget at around 23:00 in the evening. After continuous observation, I found two problems: First, before 23:00, that is, during the period when the budget was not added, sometimes the product could produce 1 or 2 orders, but in the period after the budget was increased time (23:00 that night to 15:00 the next day), but there is no order. The second is that the product sometimes has 3 or 4 orders a day. I want to further increase the order through advertising, so I increase the advertising budget, and I can only exchange for 1 or 2 orders, or no orders at all.
The category of product A is: if the average daily order volume exceeds 5, it can enter the top 100. If it exceeds 10 or 20, it can enter the top 50 and top 10. At the same time, the listing has also been specially optimized, with a star rating of 4.8 and 8 ordinary reviews without pictures and videos. Advertising has always used fixed bidding. The data for the entire August is: 93,807 impressions, 823 clicks (click-through rate 0.88%), a total of 77 orders, and 23 advertising orders.
Product B has roughly the same category and listing as Product A, and has only 2 direct competitors. In terms of pricing, because the product has a relatively unique function, under the same product parameters, it is 10 dollars higher than its competitors. In terms of reviews, it is also a rating of 4.8 and 8 reviews, but there is a 1-star negative review on the home page. The data for the entire August is: 119,161 impressions, 839 clicks (CTR 0.70%), a total of 88 orders, and 45 IOs. In addition, according to this description, this product was sold out in early August, so he raised the price of the product, but the next order volume began to plummet.
After reading the problem, let's talk about the solution - although we don't know the specific category of the seller, but judging from experience alone, the exposure and click data of two products A and B are normal. It can even be said to be relatively good, but correspondingly, the conversion rate is very poor. This shows that the product has a wide range of attention, but the traffic is not accurate. It reflects that there is basically no problem with product selection and listing, but the advertising strategy needs to be greatly adjusted.
The ultimate purpose of our advertising is to purchase accurate traffic (intended customers) on the platform, so as to quickly facilitate orders. Since the existing advertising traffic is inaccurate, the top priority is whether to drop those inaccurate keywords and increase the budget for those words with high conversion rates. In fact, I have already explained the specific operation steps many times before. It is only necessary to obtain a large number of keywords based on automatic advertisements and direct opponents, and then use the advertisement report to reject the words with poor data, and select the words with good data for accurate delivery. Can. I believe that after a period of observation and adjustment, the conversion rate of these two products can be significantly improved.
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