In Amazon advertising, "big words with small words, small words complement big words" is an effective advertising placement and optimization strategy. The principle of this strategy can be explained from the following aspects:
1、 The definition and characteristics of big and small words
Big words: Big words usually refer to keywords with high search volume and wide coverage. For example, "clothing" is a typical big word, and searching for it on Amazon will return a large number of products of different types, styles, and brands. The advantage of big words is that they can attract a large amount of traffic, but the disadvantage is that the competition is fierce and the conversion rate may be relatively low.
Small words: Small words refer to keywords with smaller search volume, but more specific and precise. For example, 'women's white silk shirt' is a small term that targets consumers with clear purchasing intentions. The advantage of using small keywords is their high conversion rate, as consumers searching for these keywords often already have a specific understanding and demand for the product. However, the traffic of small words is relatively low.
2、 The principle of using big words with small words
Traffic guidance: When sellers use big words for advertising placement, they can attract a large number of potential consumers to click on the advertisement and enter the product page. Among these consumers, although only a portion may be interested in a specific product, their clicking and browsing behavior will increase the exposure and weight of the product.
Related recommendations: Amazon's algorithm will make related recommendations based on consumers' browsing and purchasing history. When the traffic brought by big word advertising increases, Amazon may recommend more products related to small words to these consumers. In this way, even if consumers initially enter the page through big word advertisements, they may still be directed to products related to small words.
Long tail effect: The long tail theory points out that in the Internet era, those specific products or services with small search volume (i.e. the long tail) can converge into a huge market. Through the traffic and exposure brought by big word advertising, long tail products related to small words may also gain more attention and sales opportunities.
3、 The principle of using small words to complement large words
Conversion rate improvement: Small words usually have higher conversion rates due to their more specific and precise nature. When sellers attract consumers with clear purchasing intentions through small word advertisements, these consumers are more likely to complete the purchase behavior. This can not only improve the ROI (return on investment) of small word advertisements, but also indirectly enhance the weight and ranking of large word advertisements by increasing the overall conversion rate.
Keyword weight accumulation: In Amazon's advertising system, keyword weight is one of the important factors affecting ad ranking and display. When small keyword advertisements generate a large number of conversions, the weight of these keywords will gradually accumulate and increase. Over time, these weights may 'reverse' to the big words, allowing big word ads to achieve better display positions and higher click through rates at the same bidding price.
Brand awareness enhancement: Through precise traffic and conversion brought by small word advertising, sellers can gradually improve their brand awareness and reputation. When consumers have a good impression of a product or service during the purchasing process, they may use broader keywords in future searches to find similar products or services. In this way, big word advertising has the potential to gain more clicks and conversions from consumers who have already established trust in the brand.
4、 Implementation strategy suggestions
Keyword screening: Sellers need to carefully screen large and small words to ensure that they are closely related to the product or service and have a certain search volume. At the same time, attention should also be paid to indicators such as the level of competition for keywords and conversion rates.
Advertising combination placement: Sellers can combine large and small words for placement, optimizing advertising effectiveness through different advertising groups and bidding strategies. For example, higher bids can be set for large keywords to attract traffic, while lower bids can be set for small keywords but with a greater emphasis on improving conversion rates.
Continuous optimization of advertising: Sellers need to regularly monitor and analyze advertising data, including click through rates, conversion rates, ACOS (advertising cost to sales ratio), and other indicators. Adjust strategies such as keywords, bidding, and advertising creativity in a timely manner based on data performance to achieve optimal advertising results.
In summary, the strategy of "big words with small words, small words complement big words" has important application value in Amazon advertising. By making reasonable use of this strategy, sellers can increase the exposure, conversion rate, and brand awareness of their products, thereby achieving sustained growth in sales performance.