1. promoting products

2. Discover Products (Search Term Report)

3. Get traffic quickly

4. brand exposure

5. Improve conversion rate

6. Money Testing (How to set up the advertising structure for money testing?)

7. New product icebreaker (how to build a new product advertising structure?)

8. Clear inventory (how to set up the advertising structure?)

9. Make connections (how to make related traffic, how to make fixed investment in products?)

10. Quickly improve keyword rankings

1. Delivered but not displayed

2. Displayed but not clicked

3. There are clicks but no conversions

4. CPC too high

5. There are conversions but ACOS is high

6. The precise word is not displayed

1. Control Acos too much (lose a lot of exposure opportunities)

2. Low budget (often the first half of the day is spent, and the second half of the day is not budgeted)

3. Low bid (low ranking, few impressions)

4. Leave it alone (to fend for itself)

5. Failure to deny invalid traffic in a timely manner (resulting in loss of US dollars, lowering conversions, and affecting advertising quality)

6. No denial in advance

7. No analysis report

8. No correct match pattern

9. Under one campaign plan, multiple ad groups

10. If you manually advertise multiple SKUs in one ad group, you cannot bid for the precise SKU.

1. Establish initial trust (main image, title, price, star rating, Amazon logo, node ranking)

2. Find customer needs (keywords))

3. Demonstrate product benefits (five-point description,)

4. Provide evidence (evaluation, certification)

5. Eliminate worries (worry-free return, warranty)

6. Additional benefits (free with purchase, discounts)

1. Main picture

2. Perspective view, partial cutaway view, partial close-up view

3. Size chart (use common things in daily life to visualize the size)

4. Realistic diagram = scene diagram: For different users, what are your demand scenarios? Try to provide multiple scenarios to make the demand wider.

1. F (Features) Product name, origin, material, process positioning, characteristics, etc., deeply explore the intrinsic attributes of this product and find the points of difference.

2. What functions do the product attributes listed in A (Advantage) play? Why do others buy yours? What are your advantages over others? List them down and write advanced vocabulary (more practical, safer and more stable)

3. B (Benefit) focuses on the interests of customers, emphasizing the benefits and benefits obtained by customers, stimulating customers' desire to purchase, turning customers' needs into rigid needs, and thinking more about customers' usage scenarios is the core

4. E (Evidence) is how to prove that you have appeal characteristics, award certificates, company honors, and good reviews from old customers. The first three steps are to solve the value recognition, and this step is to solve the trust.

Summary: Because there is (property)...there is (function)...meaning (the benefit you can get)...don't you want to try Try it?

5. Q(Question) rhetorical question

1. Too many words

2. Detailed introduction: Emphasize the selling points and add more product features

3. Seller introduction: Shows the seller’s scale and strength

4. brand introduction

5. Instructions for use

6. package instruction

7. After-sales guarantee

8. Certification

1. B2B tiered pricing

2. Promotions and Coupons

3. flash sale

1. trigger mechanism

1. Four major advertising traffic entrances: PC segment natural search advertising slots, PC side related slots, and mobile terminals

2. Ad position ranking mechanism: the higher the ad quality score, the higher the ranking.

1. Ad ranking score = Ad bid * Ad quality score

2. Actual deduction = next ad ranking score/your ad ranking score*advertising bid 0.01

3. Impact on ad quality score = click-through rate, conversion rate, ad historical performance, relevance, category node

4. Relevance: a. The correlation between the buyer’s search terms and the listing; b. The correlation between the buyer’s search terms and the advertising terms; c. The correlation between the advertising terms and the listing.

5. The most fundamental nature of traffic: high-quality traffic, high conversion rate

The core idea of ​​advertising: when conversion is done well, cover accurate traffic to the maximum extent, exclude invalid traffic, occupy advertising spaces with high click-through rates, let good words get more exposure, and bad words control exposure.

16.1. Optimize average click price

16.2. Optimize conversion rate (estimate the lowest acceptable conversion rate)

16.3. Overlooked factors that affect ACOS: click volume, click volume = expected number of orders/conversion rate

16.4. Correct advertising budget settings should consider five factors: how many orders you expect to receive through advertising; your advertising average conversion rate; average click price; profit margin and customer price

17.1. Understand the competitive mechanism of advertising systems

18.1. Not recommended: release at night and stop during the day Allocate a different budget and bid every hour

18.2. suggestion: 1. Analyze the conversion rate of the product. When the conversion rate is high, increase the bid and increase the budget. During the time when the conversion rate is low, lower the budget and bid, but do not pause completely. 2. Reduce your budget and bids from Friday to Sunday to avoid times when conversion rates are poor. 3. During the peak shopping season, or during flash sales, high budgets and high bids are required day and night.