Many novice sellers are unsure whether to run new product ads with automatic or manual targeting after their products arrive. They also wonder whether to prioritize conversion or exposure. I'll provide an overall strategy for Amazon new product advertising and dominating keyword advertising to help promote new products.
Amazon New Product Advertising Strategy
When it comes to promoting new products through advertising, some people suggest starting with automatic ads and then moving on to manual ads, while others recommend the reverse.
The approach may vary from person to person, but what I'm sharing here is an experience I've gathered over six years of operation, which I believe is most suitable for new product promotion and hope it's helpful.
First, let's understand the advantages of automatic ads:
They can help capture traffic that we might have missed.
Automatic ads are useful for self-assessing our product listings, checking the correctness of buried keywords, and ensuring overall listing quality.
So, I believe that using automatic ads when the product is newly launched is essential, and we should increase the quantity of our automatic ads, which I'll detailedly explain in the upcoming advertising introduction.
Additionally, manual ads can help expand the long-tail traffic pool related to our product by using broad and phrase match targeting. In practical operation, I often combine manual and automatic ads for new product promotion.
0 Review
When it comes to zero reviews (0 comments), which typically occurs in the initial stages of our product, it's crucial.
Amazon identifies products at this stage, so I recommend running both automatic and manual ads:
- Start with automatic ads to collect data and traffic and check the keyword situation.
- Use manual ads to expand more precise traffic keywords, which can help Amazon identify our product faster, leading to more precise traffic.
1-9 Reviews
At this stage, when we have a basic weight and Amazon starts sending traffic to our product, it's a crucial phase for rapid growth in sales and reviews. The advertising strategies include:
- Optimize automatic ads and consider adding new automatic ad campaigns with different strategies to increase exposure and create competition among ads, keeping the best-performing ones.
- Expand keywords in manual ads and focus on improving keyword rankings.
10-50 Reviews
At this stage, the focus should be on manual advertising. Optimize ads to achieve better conversion and add more keywords for manual targeting.
Dominating Keyword Advertising for New Product Promotion
Keywords are the cornerstone of advertising. Here's an overview of the keyword selection process:
Use a tool like SellerSprite's "Reverse ASIN" feature to obtain keyword data.
First, identify benchmark core competitors and perform keyword reverse lookups.
Usually, I select a group of core competitors with the highest sales in the category and popular new products from the new product rankings for keyword reverse lookups.
As an example, let's consider "car organizers." To do this, I access the BSR (Best Sellers Rank) list and look for competitors that are highly relevant to our product.
Through the "Keyword Sprite – Reverse ASIN Keywords" section, I input the ASIN to obtain the keywords indexed by competitors on Amazon.
Generally, I choose the best variations so that the data collected covers a broader spectrum.
Finally, I have collected around 300 keywords along with their corresponding data. The next step is to analyze the competitiveness of these keywords to determine which ones should be prioritized.
Secondly, Select Keywords for Promotion
After obtaining the initial keyword data, the next step is to choose keywords for advertising:
It's essential to select keywords based on the current stage of our product. For new products, I focus on keywords with lower search volume and less competition. For established products, I target keywords with higher search volume and more competition. In any case, the goal is to choose keywords that are appropriate for the current stage of our product to maximize results.
Competitiveness Evaluation: One key criterion for evaluating competitiveness is the supply-to-demand ratio.
Assuming that one search represents one purchase demand and the number of products corresponds to the supply, the supply-to-demand ratio is calculated as:
Supply-to-Demand Ratio = Search Volume (Demand) / Number of Products (Supply)
In the same product category, a higher supply-to-demand ratio signifies stronger demand. Therefore, within the range of search volume that can be handled, we select keywords with a higher supply-to-demand ratio.
You can see that the tool also labels certain keywords as "high conversion quality" and "smooth conversion," which are recommended keywords to target.
Another aspect to consider is the number of competitors we are up against, which can help gauge the competitiveness of a keyword:
In the column showing the number of advertising competitors, it's clear that having fewer competitors within a certain search volume range increases our chances of success when we run our actual advertising campaigns.
Lastly, it's important to emphasize the need for testing keywords. Each product listing is unique, and the advertising keywords that work well for competitors may not perform the same for our own listing. Therefore, it's crucial to test keywords based on real data feedback and then decide whether to focus on promoting those specific keywords.
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