Recently, Amazon has been moving continuously. According to the editor's understanding, Amazon has issued an announcement on its European site. The announcement stated: From March 31st, all consumables in the UK, Germany, France, Italy and Spain do not meet the following mentions The list of new unit weight requirements will be removed from the search.
Important new regulations! Products that do not meet the following requirements will be removed from the search results
Recently, Amazon has been moving continuously. According to the editor's understanding, Amazon has issued an announcement on its European site. The announcement stated: From March 31st, all consumables in the UK, Germany, France, Italy and Spain do not meet the following mentions The list of new unit weight requirements will be removed from the search.
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Affected products include the following categories: babies, groceries, health and personal care, beauty, pets, wine and cleaning products.
These items require the unit count attribute, that is, the value (unit count, such as "5") and the unit type (unit count, such as "ounce", "number", "gram").
For new consumable products in these categories, the above unit count attribute is a required field that must be filled in during the listing process. For existing products, sellers can submit or update the unit count value through the list template or visit the list quality dashboard .
Sellers in Europe must pay attention. If they do not fill in the new regulations of Amazon, the product will be deleted from the search results, and sales will be greatly affected by then!
After all the promotion of Amazon sellers, search promotion occupies a very important position. It is directly related to the ability of our products to be displayed in the front row in the search results of specific keywords to increase the conversion rate. Then for Amazon search ads, What needs our attention?
What is Amazon search advertising?
Amazon, as the everything store, provides consumers with a one-stop service from product discovery to product purchase.
The operation method of Amazon's advertising platform is very simple: when users enter the corresponding keywords to search.
Amazon will provide them with matching product ads, these ads will appear at the top of the search results page and related product list pages.
As shown below:
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In recent years, Amazon has become the preferred product search engine for more and more consumers, with more than 300 million users and huge consumer behavior data. Its accuracy and coverage are unmatched by other advertisements.
How search ads work
The way Amazon advertising works is what we know as keyword bidding
For McGee who wants to use search ads to promote, by bidding on keywords related to their products, when a consumer searches for the corresponding term and clicks on the advertisement, an advertisement support will be generated in the seller's backend. This is payper click, PPC
When users click on these ads, they will jump directly to the product details page. Sponsored product advertisements generally appear on search results pages and product detail pages.
This type of advertisement is displayed after consumers search for corresponding keywords, and sellers can set whether the user’s search and keywords are exact match, phrase match, or broad match. Advertisers can also set daily budget and advertising duration.
How to optimize the effectiveness of Amazon search advertising?
CPA (Advertising Cost) can show how much the seller spends on each conversion. therefore. Seller friends should have a clear goal for your CPA spending.
Before starting, everyone and the editor will work on a simple math problem:
Calculate the CPA by dividing the total cost by your total conversion: CPA = total cost / total conversion
Now, we can decompose the above formula into two parts:
Total cost = number of clicks x cost of click (CPC)
Total conversion = clicks x conversion rate
Then continue to divide the total cost by the total conversion to get the CPA:
CPA = total cost / total conversion = (clicks x click cost) / (clicks x conversion rate) The number of clicks appears on both the numerator and the denominator, so we can eliminate both:
CPA=click cost (CPC)/conversion
Finally, let us change the two ends of the formula: CPC = CPAx conversion rate
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So, when you first started advertising on Amazon, you can calculate your initial CPC bid for keywords in a specific ad group by determining your CPA target and estimated conversion rate.
Since headline search ads are pay-per-click, we should try to select keywords that are most likely to convert into sales after confirming our bid.
A good way to determine which keywords to use is to look at the results of all the "sponsored products" campaigns you run to determine which keywords have the highest conversion rate with the products shown in your headline search ads.
2. Constantly test, track the effect, optimize the title
In order to get the best results from headline search ads, you will need to run some A/B tests. Because the creatives for headline search ads are customizable, you are free to test many different variables to determine the most successful method, including:
Advertising messages and pictures
The three products in the ad
Customize the product portfolio and overall experience of the landing page
When testing any component of your ad, make sure to set up multiple campaigns to run at the same time and change only one variable in each campaign to clearly determine which option produces the best results.
If you have a well-known brand in your industry, we suggest that you also set aside a portion of your budget to bid for their brand names. Competitors of big brands have large brand budgets, so you cannot bid higher than their own names.
Therefore, the ads you attach to these keywords must be optimized. You can do some A/B tests to see which copywriting makes the best advertising space. Then, use the same pattern on your other ad copy.
3Set broad match keywords carefully
For broad match keywords, you need to be more cautious.
Suppose you sell cycling clothing. If you bid on the broad-matched keyword "cycling clothing", then when users search for "bicycles", Amazon is likely to also place your ad.
If users find your ad is useless, they will not click, so negative keywords are crucial to your Amazon bidding strategy.
By adding negative keywords like "helmet", "bell", and "tire pump", you can bid on broad-matched keywords (such as "cycling jersey") without the need to serve irrelevant advertising.
shipping from china to amazon fba cost
