Hot category low-cost launch advertising method

Low-cost advertising for a popular category launch

In this lesson, we will share with you the low-cost launch methods for popular category advertisements. We often hear from sellers about some of the difficulties and challenges of advertising popular categories, such as:

“It’s too difficult to advertise popular categories. Big keywords can generate a few high-performance customer search terms, but there are too many clicks that cannot be converted, and the advertising ACOS is too high to bear.”

“Fixed bidding was used in automatic ads, and the bid was not low, but the ad still did not get exposure. The competition for popular categories is too fierce, and it is difficult to promote new products.”

We provide two breakthroughs for you to overtake in popular categories advertising.

Breakthrough 1: Attract traffic through product placement, and help new products get started

In addition to keywords, product placement is also a good way to attract traffic. Product placement is suitable for new products that are difficult to start with keyword placement or have poor results with high advertising bids. It is displayed on the product detail page and search results page, and there are two types of placement: category placement and product placement. In the initial stage of a new product, it is recommended to focus on refining “category placement” to expand the range of traffic and exposure, and then perform “product placement” on ASINs that perform well in category placement.

Advantages of product placement

According to Amazon advertising research, compared with using only keyword placement, sellers who use both keyword placement and product placement in product promotion advertising campaigns have increased impressions by 14.38%, clicks by 15%, and conversion rates by 11.05%. Steps for product placement operation

Category – Refine category placement. In the early stage of new product on-shelf, the main advertising goal is to strive for more exposure and clicks. When we cannot determine which ASINs should be placed, and in order to obtain as accurate traffic as possible, it is recommended to first choose category-refining category placement to expand the placement range and obtain more exposure.

For example: Product price range: we can choose to advertise on product pages with higher prices than our own, with the advantage of low bidding to capture traffic; Star rating: we can choose to advertise on product pages with lower star ratings than ours, using high star ratings to attract clicks on these product pages; Shipping: if we do not have Prime eligibility, we choose not to compete with products that have Prime eligibility to avoid losses due to low competitiveness.

Collect high-performance ASINs: After we have done category and refined category advertising operations, we need to go on with formal advertising and observe the effect of search term impressions and ranking reports for a period of time. Through search term reports/search term impression ranking reports, we continuously collect high-performance ASINs.

Manually advertise high-performance ASINs: After finding out high-performance ASINs, we advertise them separately and refer to suggested bidding appropriately to strive for more exposure and conversion opportunities.

Negate low-performance ASINs: For search ASINs with mediocre performance in the original category advertising group, we continuously observe and negate ASINs with poor performance in the original category advertising group.

Breakthrough point 2: Long-tail keywords help new products get started and effectively reduce ACOS

We use the following scenario cases to understand how to use long-tail keywords to achieve a rapid start for new products. Here, we can give everyone a systematic recommendation.

For those big keywords, if the ACOS is not within the acceptable range right from the start and the CPC is also high, indicating fierce competition, we do not need to stick to the big keywords and can adopt the strategy of first using long-tail keywords and then big keywords.

For example: 3C, beauty and other large categories can first use long-tail keywords. The CPC for these types of keywords is often not as high as that for big keywords, and the selection range for long-tail keywords is also relatively wide, which can make up for the traffic lost by sacrificing big keywords. Therefore, for fiercely competitive categories, that is, popular categories, we recommend that you first use long-tail keywords. If it is a general category and the CPC is within the acceptable range, then you can first use big keywords or core keywords to help quickly obtain exposure and collect long-tail keywords. 【Case】Keyword skills overtaking on the bend Common problem: Follow-up management of automatic/manual advertising

01 After turning on manual advertising, the effect may not be as good as automatic advertising. Should I turn off manual advertising and just run automatic advertising?

① First, keep automatic advertising enabled. ② If the effect of manual advertising is temporarily not as good as automatic advertising, it is recommended to optimize before turning it off. Remember: only manual advertising allows advertisers to bid by keyword level, and fine-grained management of advertising can improve the return on investment.

02 After promoting high-performance customer search terms in automatic advertising to manual advertising through filtering, do you need to negate these keywords in automatic advertising?

No need

① The matching logic of automatic advertising and manual advertising is different and they will not compete with each other. ② The theme-based advertising space of automatic advertising (such as products with 4 stars or more, and same-brand products) cannot be obtained through manual advertising. ③ Setting high-performance keywords in automatic advertising as negative will not only reduce the traffic of automatic advertising on this word, but also indirectly affect natural traffic and ranking, and thus have a negative impact on manual delivery of this word.

03 After running automatic advertising, many ASIN numbers are displayed, but no search terms can be collected. What should I do?

① Observe whether these ASINs can bring clicks and conversions. If so, it is recommended to immediately enable the manual advertising campaign product delivery function and deliver these ASINs to accumulate clicks and achieve sales. ② At the same time, if you want to increase the probability of running search terms in automatic advertising, it is recommended to review from the following perspectives: review the listing page, compare CPC and bidding, try to add bids to the top of the search results page homepage, and continue to observe traffic trends.

04 After running automatic advertising, the clicks and conversions have been good all along, but recently the conversion rate has suddenly decreased, and there have been no significant changes in the keywords being delivered. What’s going on?

① It may be due to changes in the advertising space occupied by the product caused by the competitive environment: check the performance of different advertising spaces by viewing the advertising space report on the advertising product details page. ② It may be due to some keywords/products losing competitiveness, lowering overall performance. You can check the performance of the delivery keywords by viewing the delivery report. Three-dimensional layout of advertising delivery Course Summary and Action Guide Review of previous courses:

Course 1: Operation Course | 01-How to do preliminary product research?

Course 2: Operation Course | 02-Organizing the selling points of high-conversion listings

Course 3: Operation Course | 03-New product promotion rhythm and goal setting

Course 4: Operation Course | 04-ASIN recommendations for applicable advertising promotion

Course 5: Operation Course | 05-Optimizing ASIN performance by grouping delivery

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