Many sellers often ask, what is the purpose of promoting new products, sales volume ranking, keyword ranking, or advertising ranking? Actually, this is a problem of operational thinking. In order to have a correct and mature operational thinking, we must first clarify the relationship between sales ranking, keyword ranking, and advertising ranking.
What is sales ranking? Sales ranking, also known as BSR ranking, is updated on an hourly basis and changes with the sales of all products in the same category. Many times, when we create popular products, we promote BSR rankings. The higher the ranking, the better, and even achieve first place in BSR. The higher the ranking, the more traffic we can gain, and the more trust we can earn from buyers, thereby increasing conversion rates and achieving higher sales volume.
What are the factors that affect sales ranking?
The ranking rule of BSR list is a comprehensive ranking based on factors such as product sales, price, conversion rate, and listing quality. Among these factors, sales volume accounts for the largest proportion and plays a decisive role. That is to say, BSRs with higher sales in the same category rank higher, and the top ranked product is the best-selling product in this category.
What is keyword ranking?
Keyword ranking refers to the ranking of various products on the search results page obtained by entering keywords in the Amazon front-end search box.
Research shows that over 70% of the transaction volume on Amazon is achieved on the first three pages. So sellers all hope that the ranking of their products' core keywords can remain stable in the top three pages, and the higher the ranking, the better.
What are the factors that affect keyword ranking?
The factors that affect keyword ranking include conversion rate, sales volume, click through rate, review star rating, and quantity. Although there are many influencing factors, one thing that can be confirmed is that sales volume and BSR ranking have a significant impact on keyword ranking. People often find that the keywords in the top selling listings have higher rankings.
What is advertising space ranking?
Advertising ranking refers to the ranking of advertising spaces for each product on the search results page and product detail page obtained by entering keywords in the Amazon front-end search box (with the Sponsored logo)
The general purpose of promoting advertising ranking is to push keyword ranking. We use advertising to push the product's keyword ranking to the top, which can increase the probability of transactions.
What are the factors that affect the ranking of advertising spaces?
Ad ranking=Ad quality score * Bid
From this, we can conclude that the factors that affect the ranking of advertising spaces are advertising quality scores and bids, among which advertising quality scores are influenced by the following factors:
1. Having a shopping cart is a prerequisite, otherwise advertising cannot be done
2. The relevance between keywords and products is high, and the higher the relevance, the higher the score
3. The better the historical performance of click through rates, conversion rates, and sales in advertising campaigns, the higher the score
4. Whether the category nodes are accurate, the quality of the listing, and the bid level (Bid)
In summary, factors that affect advertising ranking scores include bidding, shopping cart, keyword relevance, ad click through rate, conversion rate, historical sales performance, accuracy of category nodes, and listing quality.