Amazon advertising, Amazon advertising placement

In the process of "pushing rankings" , I believe that many operators have a confusion: the most common problem in using advertising to promote products is that orders are particularly dependent on advertising. That is because the keyword rankings have not been pushed up, resulting in a low proportion of natural orders. Note: Advertising is not about getting a certain number of orders, but about reducing advertising orders and increasing the proportion of natural orders.

1. Advertising display

Before pushing the ranking, we must first understand where our ads can appear and what factors can restrict where they appear.

a. Brand promotion advertising display

① At the top of the search page, a location

(Image source: Amazon front desk)

②Brand association at the bottom of the search page

(Image source: Amazon front desk)

③Bottom of the search page

(Image source: Amazon front desk)

④Q&A top position

(Image source: Amazon front desk)

⑤Video advertising space

(Image source: Amazon front desk)

b. Display promotion ad placement

①Top position of Amazon homepage

(Image source: Amazon front desk)

②Top of the product details page

(Image source: Amazon front desk)

③ Below the five-point description

(Image source: Amazon front desk)

④ The right side of the five-point description

(Image source: Amazon front desk)

⑤The left side of review

(Image source: Amazon front desk)

c. Product promotion advertising display

①Top of the keyword search page

(Image source: Amazon front desk)

② Promotion of similar products on the details page

(Image source: Amazon front desk)

③ Recommended products with four stars or above

(Image source: Amazon front desk)

2. Improve the natural ranking of keywords

In the preface, I also told you that the purpose of our advertising is to improve the natural ranking of keywords.

As long as the natural ranking is improved, we will still receive orders even if we don’t advertise in the later stage. So what exactly needs to be done?

a. Natural traffic sources

Most of the traffic to product pages on Amazon comes from keyword searches, and the natural ranking of the keyword search interface determines the amount of natural traffic a product can obtain.

(Image source: Amazon front desk)

b. Factors affecting natural rankings

①Amazon Choice

Through keyword search, we found that under this keyword traffic, the top four products are advertising products.

(Image source: Amazon front desk)

Next, let’s take a look at the products under natural traffic under this keyword. The first product with Amazon Choice has sales far behind the third and fourth products, but its organic position is higher than similar products with sales 10 or even 12 times higher than it.

(Image source: Amazon front desk)

②Transformed into King

Let's compare these two products. No matter in terms of ranking in the same category or in terms of sales, the first one is far behind the second one. On the contrary, the first one is naturally ahead. This is due to the impact of conversion rate. The higher the conversion rate, the better the natural ranking.

(Image source: Amazon front desk)

③How to get Amazon Choice

Amazon Choice is undoubtedly a logo that many sellers want to get, but how can they get it? Na Jie’s product has obtained this logo. Strictly speaking, this logo is not obtained by your product, but by one of your keywords.

For example, this product obtained the Amazon Choice logo under the keyword: walkie talkie for kids.

(Image source: Amazon front desk)

After looking at the example, we know that if we want to obtain this logo, we need to select the best performing keyword, and then continue to place orders under this keyword to continuously improve the conversion rate. In this way, we can also get this logo soon~~

3. Core keywords on the home page

The core keywords have large traffic and strong relevance. If you hit the homepage, you will have a lot of orders. The more keywords that hit the homepage, the more traffic you will have, and the more corresponding clicks and conversions you will have. This is a virtuous circle.

a. Select core keywords

First of all, we have to ensure that the keywords we promote are the core keywords of our products. How do we ensure that they are core keywords? Regarding how to choose keywords, Na Jie’s previous article has a detailed description, you can read it again. Today I will use Seller Elf as an example:

Method 1: Use big data to mine core keywords

(Image source: Seller Wizard - Keyword Mining)

Method 2: Mining the top 1 core keywords

(Image source: SellerSprite - Keyword Reverse Lookup)

b.cpc advertising

Automatically add 2 largest core keywords and start competing for the first line of the homepage. Advertising has a purpose. It is not just to get more orders, but to quickly get the core keywords to the homepage. Add 10 US dollars for each core word for 7 consecutive days, combined with a price 1-2 US dollars lower than the market + large coupons, the conversion rate is generally very high. Misconception: Many operations focus on promoting small keywords in advertising. Even if they are pushed to the front position on the homepage, the number of orders is still limited and the position is easy to drop. A few orders from the small keywords may make it to the homepage, but if the performance is not good for a few days, it will drop again.

c. Monitor the ranking of core keywords

(Image source: SellerSprite-Keyword Monitoring)

We can collect the core keywords of our products, and then use keyword monitoring to check the specific rankings of our keywords in the natural and advertising positions.

d. Use BD keywords to hit the homepage

Many of our sellers are confused: their core keywords have finally made it to the homepage, but they are not stable. This is because Amazon gave you enough exposure because you had potential, but your conversions did not reach the specified value. Secondly, after the keywords hit the homepage, many of us lowered our bids and advertising budgets, and some even adjusted prices. This way, keywords can easily fall to the second page or even the third page. We spent a lot of advertising money to put it on the homepage, and it is impossible to adjust it back. It is a huge expense on advertising. Just use the seven-day flash sale and use seven days to get the keywords to the homepage and stabilize them.

That’s all for today.

To place an Amazon ad , please contact Qinggua Media