Part 1: Operation and Strategy for the First 14 Days of the "Fast Horse Whip" New Product Day 1 Advertising Objective: To enable Amazon to accurately identify our listings
Advertising campaign A: Check the inclusion and ranking of keywords. For those with rankings, open a separate manual advertising campaign A1, which includes precise matching, fixed bidding, recommended bidding, and advertising space. The advertising space is 51% (adjustable, such as increasing efforts when displaying on the homepage). Open an advertising campaign every 20 words, open another manual advertising campaign A2 for more than 20 words, and so on. Each activity has a budget of 20-40. Why not open a group? Because groups can influence each other. Why do we need advertising space? Because the advertising effect on the page is not good, we need to tilt the budget towards search results
The purpose of advertising campaign A is to rank.
Advertising campaign B: Starting from the second round, open a manual advertising campaign B1 every 20-50 words, and open B2 for those exceeding it. Widely match, dynamically bid up and down, and recommend prices. The budget starts from S5 and increases by 1.5 times. A budget doesn't necessarily have to be 55, it depends on your product and plan. As long as dynamic bidding is implemented, do not burn advertising costs quickly for advertising spaces.
The purpose of advertisement B is to increase the inclusion of keywords. Incremental means: budget, bid for keywords, and quantity of keywords. The keywords for each activity in advertisements A and B are classified based on search volume, with 20 keywords per activity in descending order. The reason is that keywords with high search volume will occupy a large budget, resulting in keywords with low search volume not being effective. Advertising activity C: Low price promotion of large keywords, combination of root words in the first loop, precise matching and fixed bidding, with a bid of 50% of the recommended price and a budget of S10. If the effect is significant and the budget is increased, it will be suspended if there is no effect after 2 weeks. Purpose: To pick up leaks; Check the copy.
Matching method for manual advertising
Wide matching: spelling variations, reversed order, spelling errors, and synonyms are considered matches
Phrase matching: Consistent order, singular/plural is considered a match
Accurate matching: If the keywords are exactly the same, it is considered a match, including singular/plural or prepositions inserted in the middle
Day 2
Advertising campaign D: Automatic advertising, divided into three groups to test the strategy first and then eliminate it, with the goal of running keywords without overwhelming the natural search ranking of manual advertising. Create three sets of (adjustable) advertising campaigns based on the recommended price range, with dynamic bidding and half of the recommended price. Only select close matches, with a budget of S20-40.
Days 3-14
The words run from advertising campaigns B and D are included and ranked before being added to advertising campaign A; The inclusion and ranking of keywords in the new product period improve rapidly. If the ranking does not improve after 5 or 10 clicks, the advertising will be suspended. There may be multiple campaigns A1, A2... The words from campaigns B and D should be prioritized for inclusion in campaign A, which has a good effect.
Adjustment of advertising campaign A:
1. Some advertising campaigns increase the advertising space without exposure, and after 2-3 days, there is still no significant advertising effect. The fixed bidding is changed to dynamic bidding and recommended bidding. 2. For words with low CTR (click through rate), lower the bid. CTR=Click/Exposure, clicks cannot be controlled, so exposure can be reduced to increase CTR
Adjustment of Advertising Campaign B:
1. For certain advertising campaigns that have not been exposed, increase the bid for words and wait for 2-3 days without significant advertising effect. Move these words out and recombine them using the same bidding strategy to create new ads. 2. For words with low CTR, lower the bid or reject irrelevant words.
Part 2: Operation and Strategy of the New Product "Seeking Stability in Insurance" for 15-45 Days
Adjustment of advertising campaign A: Continue to retain, continuously increase the number of included words, continuously optimize, and suspend poorly performing words.
Adjustment of advertising campaign B: Suspend poorly performing campaigns.
How to reduce bid:
1. Increase advertising weight
2. Improve advertising effectiveness
3. Optimize advertising bidding strategy
How to improve advertising conversion rate:
1. Improve CTR (Precision Traffic)
2. Improve Listing conversion rate (optimization)
The price of Bid depends on peer competition, Acos=Bid/unit price x conversion rate, so we introduce: Bid=unit price x conversion rate xACOS. When Acos=gross profit margin, it is at the critical cost value; When AcOS>gross profit margin, advertising loses money; Acos<gross profit margin, advertising doesn't lose money.
Regarding Acos:
How much control is appropriate for Acos? It depends on the unit price and profit margin.
2. Within 14 days of the launch of a new product, the frequency and ranking of advertising keywords should be taken as a reference, and do not overly focus on Acos.
3.15-45 days, with gross profit margin+15% as the reference value.
4.46-90 days as the critical point, with gross profit margin as the critical value.
After 90 days, it will gradually decrease to below the gross profit margin.
Manual mixed advertising campaign E: All variants are simultaneously added to eliminate variants with poor performance in the later stage. Wide/phrase/precise matching coexist, dynamically only reducing+advertising space bidding scheme, and temporarily not selecting words above the critical cost.
Selection of Competitive ASINs:
1. New products.
2. ASINs that perform well in automatic advertising.
3. Competitors who are at a disadvantage compared to their own products Part 4: Operation and strategy of the old product after 3 months of "smooth continuation".
Incremental strategy+advertising ranking strategy
1. Mode of advertising campaign A
2. Create a new advertisement with new words (advertising campaign A)
3. Coupon discounts are gradually increasing (incremental)
The indicators that need to be paid attention to in the advertising ranking strategy are click through rate, CTR, and conversion rate CVR
Indicator of click through rate: 1%
Conversion rate indicator: CVR is greater than ASIN conversion rate; Compared to peers, it is greater than the average value; There is an increasing trend.
CTR and CVR both meet the criteria for advertising slogan delivery increment,
The higher the proportion of stagnant listings in a store, the weaker the support period for new products. If an old product still has market demand, it can be revitalized; If the market demand is low, eliminate it