Traffic sources and strategies for Amazon automatic advertising!

No matter how long you have been working on Amazon, in-site advertising is definitely the most difficult part of the entire Amazon system.

If the seller’s backend is likened to the “primary school stage” and listing products is the “middle school stage”, then in-site advertising is definitely the “university stage” that both new and old sellers are concerned about.

Since there is a lot of advertising content on the site, this article will first talk about the automatic advertising on the site about all traffic sources on the Amazon site.

Since in-site advertising traffic is one of the traffic entrances that Amazon sellers can actively control, we should deepen our understanding of in-site advertising. Automatic advertising is Amazon's automatic display of your products based on system algorithms.

During the display process, your listing will be matched with keywords and corresponding product categories. The machine algorithm is the application of artificial intelligence in Amazon advertising that we are familiar with. The system captures the title, pictures, five-line description, etc. of the listing. It is important to emphasize here that the effectiveness of automatic advertising depends on the quality of your listing, that is, whether the title, picture, and five-line description in the copy are accurate.

The placement of the automatic ad is matched below your competitor’s detail page. As shown in the figure:

The bid price directly determines whether the listing can be on the first page of the product details page. Otherwise, you have to scroll back according to the red arrow at number 2. During the automatic advertising process, you need to download the advertising report at least once a week.

To download a report you need to do the following:

1. Check which words have high exposure, high conversion rate, and high click rate

These three words have different uses at different stages. You should put the words with high exposure at the beginning of the title, followed by the words with high conversion rate at the end, and all three words should be put in the Search Terms.

At the same time, repeat these words several times in the five-line description, long description, and A+ page, and the system will think that the relevance of this listing is better; then take these words out separately and run them in manual advertising.

2. See which words are a waste of money

That is, there is only exposure but no conversion. Many sellers report that automatic ads have a lot of exposure every day but not even clicks. It is very likely that your listing copy is not accurately written, resulting in system matching errors.

Suppose you are selling men's shirts, and the system matches your product to the women's shoes category, naturally buyers will not click on it when they see it.

Some words get a lot of clicks, but just no conversions.

The characteristics are: words that have not been converted after being clicked dozens of times, which at least shows that your main picture is well made and can attract clicks, but buyers did not buy after seeing the details page. There are many reasons for not buying.

I will write 2 points first:

1. Too expensive

2. No review, or negative review

These two points can be seen intuitively. Excluding these two points is often because the product title, the five-line description is not attractive, or the A+ page cannot impress the buyer.

We can also temporarily separate the wasted words and put them into the negative precision. When we have optimized the listing copy, we can put out these words with high click volume.

As shown in the figure:

3. Automatic advertising requires daily persistence

Many people set up automatic advertising for only 3-4 US dollars, but this setting will only get less than 5 clicks a day and then disappear. Some people set it to 50 US dollars a day but close it after 3 days, which is also meaningless.

There are 3 points to note when running automatic ads:

1. Keep advertising for at least 30 days

2. Daily budget is at least 10 USD

3. Keep adding words to the negation

Author: Cross-border e-commerce people's growth day

Source: Growth Diary of a Cross-border E-commerce Person (ID: amz12306)