For our operation, advertising promotion is the simplest and most difficult means of promotion. I believe that whether it's a veteran or a novice who will learn a little about advertising, I think I can play advertising, but I dare not say that I fully understand the essence of advertising. In fact, Amazon's advertising system and logic are very simple, Especially in the past few years, the form and content of the particularly rigid and fixed routine are extremely simple, that is, in the past two years, the constant innovation has a taste of domestic e-commerce. Of course, by comparison, it is still too common, which is easy to get started. However, based on Amazon's advertising logic and platform algorithm, in terms of advertising creation and optimization, It is still a relatively test of the logical thinking and operational means of an operation; I just want to express my personal understanding of the advertisement and hope to give some inspiration and help to the vague friends. Of course, if there are shortcomings, I hope you can point out, exchange and learn from each other
I mainly share three aspects: the underlying logic of advertising; Purpose and function in different periods; Create an appropriate advertising system.
1： For Amazon, we mostly discuss the A9 algorithm of the platform, in which advertising also has a significant impact and role, so that links can get paid "weight", which can improve the ranking and sales of links more quickly; then how does advertising affect links?
On a keyword search page, you can see that many locations are occupied by sponsored links. The results of Amazon's constantly updated advertising forms in the past two years have taken shape. Whether it is old products or new products, the exposed locations are constantly compressed, and the competition is becoming increasingly fierce. Many large links have failed to keep up with this rhythm, and have fallen miserably, There are many such cases around us. In fact, this is the inevitable result of insufficient preparation and failure to keep up with the changes in the algorithm; There are so many pits in itself. First, more advertising spaces are squeezed, and there are various excellent positions for brand promotion and display promotion. If you still do nothing, it will inevitably be greatly affected.
This is the first factor: exposure; The logic of advertising is to increase the proportion of exposure. For example, the search volume of a word is fixed. If you add another advertising space in addition to the natural recommendation space, your exposure will be doubled. This change is huge, and the proportion of other people's exposure will decrease. Note that I mean the proportion. The exposure of the natural space is fixed, However, the proportion is not fixed, so the exposure role of advertising is very huge. More exposure means more opportunities to go abroad. In addition to the consideration of the data itself, the base for going back is also more advantageous; Of course, I have been talking about the search traffic, and the same is true for other secondary traffic;
Then there is the second influencing element: click rate; It's easy to understand here. The fact is that better locations have higher click rates, which is influenced by consumer habits. Under more accurate search, buyers will not be willing to slide down more; The advertising space must be better than the natural space. Whether it is brand promotion, display promotion or commodity promotion, the location priority of the advertising space should be higher than the natural space, so it is logical for advertising to attract a higher click rate. In the case of double exposure, it means that the number of clicks is more than double the traffic, and the gap is widened again; In fact, at this time, the purpose of advertising has been achieved. Pay competition leads to more high-quality traffic. As for the subsequent conversion, it is based on the link itself, just like natural traffic.
Of course, some people will say that the competition on the product details page is more fierce, and there are many good advertising positions. Here we will mention the relationship between the traffic conversion rate and the loss rate of a link, which is also an important consideration in the algorithm to judge the weight of a link. But considering the mutual loss and conversion of traffic, In fact, the conversion of a single link and the conversion of the overall traffic may have little impact, just affecting the position of relevance recommendation. For example, if you go to place a bid for your competitive product, if the effect is good, even if you turn off the advertisement, the link probability will be permanently linked to the competitive product, and vice versa, As long as these mutually diverted flows are finally transformed under this word, the impact on the whole will be relatively small.
To get to the point, advertising has almost no impact on the conversion of links themselves. The reason why we see that the conversion rate of advertising is higher than that of nature is that on the one hand, the natural traffic is disorderly, and on the other hand, it is also caused by the poor location of natural traffic; Therefore, it can be understood that the traffic of advertisements is more accurate, the location is better, and the conversion rate is relatively better. Therefore, in the future, the conversion rate of advertisements should be compared with each other, not confused with natural traffic. All the comparisons determine the subsequent impact of the advertisement. For example, your advertisement grabs the exposure position, clicks into your link at a higher average click through rate than that of the position, and converts normally. After that, your bidding at this position will be reduced, and time will take priority. Under this word, your natural position will also be improved accordingly. Note that it is more determined by the conversion volume than the conversion rate, as explained earlier. In the long run, the natural position under the word can theoretically reach the best position you should have reached sooner.
2、 Now that we have understood the basic logic, how can we make use of advertising to promote the link as quickly as possible at different stages of a link?
I mainly analyzed two situations: growth and maturity; These are the periods when the link has certain competitiveness, which is different from the new product period or recession period, such as off-season products. Avoid the advertising data deviation caused by the lack of link competitiveness, which affects the effect and is not conducive to analysis.
For growing links, the main purpose is to use advertising corners to overtake. The biggest common fault of such links is that they can be transformed and keywords can be located, but the traffic is in a bottleneck period, and the advertising effect is good, but the budget cannot be spent, and there are not many words. We can only wait for the gradual accumulation, and look forward to the outbreak of one day. In most cases, it is difficult to break through, It is easy to collapse under the influence of a little external force. At this time, the role of advertising is to accelerate the process of qualitative change caused by the expected number change; The first is commodity advertising. Ads on keywords should be placed at a higher position, or at a higher position than the natural position, to accelerate the accumulation of exposure and clicks. If the budget is sufficient, it is also necessary to ensure sufficient time; As for asin fixed investment, it is recommended to give priority to display fixed investment with better location, followed by commodity fixed investment advertising, which is also to strengthen the connection between their own links and similar products; In brand advertising, keywords are matched with video ads, and the location is also the best on the first page. The product collection and flagship store advertising combine their own brand product diversity, and make specific analysis. These two improvements may not be so fast; Then there is the display advertisement. It is suggested that different delivery methods should be tried. The location is very good. Increase the exposure of the link, and then choose according to the effect. These are suggestions for the launch of long term link advertising. Of course, the later adjustment and optimization are also very important. What I said is the positive promotion when the effect is ok. In many cases, such as keyword finding, competitors and environment are different, and it is easy to make the advertising effect worse and also achieve the reverse effect; I won't repeat it here. Later, I will share the instance separately.
For mature links (mature links here do not mean how big the links are, but relatively stable, with a certain amount of traffic accumulation, relatively reasonable traffic structure, and not easy to receive market shocks); In fact, it is also a relatively speaking link that has reached the upper limit or bottleneck. Many people have this product. The core keywords are very advanced, and there is little room for breakthrough. The natural flow is very stable, and the transformation is also good. The proportion of advertising is also very low, and there is no direction for investment. It may be that high profits will be received only by replenishing. Do you still need advertisements for such links? There is no doubt that this kind of link actually needs more protection from advertising. It seems to be stable, but it is also very dangerous. Because more traffic is also the basis for more exposure, so there will be a lot of comparative traffic. In other words, advertising space is needed to play a protective role, whether in position defense or brand defense. Compared with the growing links, the requirements of mature links for advertising should focus more on better advertising locations, more advertising time, and more expensive advertising types. The difficulty of traffic management is actually more defensive than offensive, so it is self-evident that the role of advertising lies in this.
3、 Establishment of advertising system
In fact, many big shots have shared a clear and logical advertising structure. A variety of dazzling mind maps and complex advertising maps are common. Let me talk about them:
The first is the choice of different advertising types: at present, it is certain that the proportion of commodity advertising is larger, and this type of advertising is indeed the largest flow, so the competition should also be strengthened, and the effect is more intuitive; Secondly, brand advertising is also essential. The click rate and conversion rate of brand advertising are relatively high, and the cost will certainly be higher. In limited locations, seizing the first opportunity is not only good advertising effect, but also has a greater role in brand promotion; In terms of display advertising, this type is actually a double-edged sword. It uses pictures and videos to promote to the product details page or the eyeballs of different types of audiences. More accurate exposure, higher click and conversion are all based on the absolute advantage of links. Without this confidence, this type of advertising can only be tried a little, and is not recommended as the main direction of attack;
Secondly, in terms of bidding strategy, high bidding means priority; Give priority to the exposure time and location of the advertisement to take the lead; The high bidding here is not absolutely high. If your weight in the word is low, the high bidding may not win others; This is the algorithm logic already mentioned; Therefore, a mature link gets better and faster exposure by "high" bidding, which makes competitors want to surpass and have no power. Of course, whether it is fully occupied within 24 hours depends on the proportion of investment in the link and the importance of the word;
Then is the choice of matching method; In fact, what I have been saying is based on the exposure and click competition of a word, which is more important for accurate location matching. In fact, an important means of expanding traffic is to use phrases and extensive matching; Accurate matching is the ultimate result of advertising, but it is actually difficult to achieve. In order to improve efficiency, do not waste energy on some small words and long tail words. Start extensive matching and phrase matching around a main word, which is not only labor-saving, but also not bad. The only disadvantage is that it is not comprehensive; Optimization is complicated.
Finally, the optimization principle of advertising; The process of optimization is more difficult and the most complex. In many cases, advertising does not develop as we expected, and even from our perspective, the results that we should have can not be presented; I believe that this is a headache for most sellers, so continuous optimization may be one of our main tasks in the operation process. My optimization of advertising is to lower the priority and deny the last; Lower budget, lower exposure time and lower bidding are the main means. If the performance is not good, change the time, position or even period; Never negate a word, an asin or a matching method or type easily; Because I always believe that the performance of advertising is temporary. How to use advertising at the right time to achieve my own goals is the king's way.
Finally, thank you for seeing the end. I hope you can discuss and share more. If you need it, I can give you my own unilateral suggestions (serious, comprehensive and selective) for free
