AmazonPromotionSkills亞馬遜推廣技巧

AmazonPromotionSkillsAmazonPPC1Amazonpromotion2目錄Contents目錄HowdoesAmazonPPCwork010203ThiskindofAmazonadvertisingisbasedonkeywordsandauctions.Asellerbidsacertainamountonthekeyword(s)forwhichshewantsherproducttoappear.Insimpleterms:ThesellerwiththehighestbidwillappearinthefirstpositioninAmazon’ssearchresults,thesecond-highestbidwillappearinthesecondposition,etc.Sellersonlypaywhentheiradisclickedon–justlikeGoogle’sadvertisingsystem,it’sakindof‘AmazonAdWords’.AmazonPPCadscanbeplacedbyanysellerwithaprofessionalsellingplan.PPCadsaren’tavailableforallproductcategorie，

though.AnoverviewofallavailablecategoriesforAmazonPPCcanbefoundhere(whenloggedintoyourSellerCentralaccount).WheredoSponsoredProductsadsappearonAmazon?70%30%40%60%AmazonPPCadsalsoappearonproductlistingpagesunderneaththetitleandpictures,butabovetheproductdescriptiontext.Amazon’sSearchResultsProductlistingpagesAdsappearonthesearchresultspage,evenonthefirstone.Despitebeingdiscreetlymarkedas‘sponsored’,theadsappearseamlesslyinthesearchresultsnexttoorganicallyrankedproducts.They’restructuredlikeanormalproductlisting(includingprice,reviews,etc.)andcanbeplacedatthebeginning,inthemiddle,orattheendofsearchresults.WheredoSponsoredProductsadsappearonAmazon?4BenefitsofusingAmazonPPCBoostsalesforallproductsinyourproductlineSeasonalcampaignsBoostanewproductSafeguardingtopsellersandbrandsBoostsalesforallproductsinyourproductlineAmazonPPCadscanbestartedinordertoboostthevisibilityofyourproductlineandhelpincreasesales.Somewaysyoucanincreaseyoursalesgenerallyincluderunningadsonkeywordsforwhichyourproductsdon’thaveenoughnaturalvisibilityinAmazon’ssearchresults.Byplacingads,yourproductscangetalotmoreattentiononthefirstsearchresultspagesthantheynormallywould.SeasonalcampaignsAccordingtotheproduct,seasonalcampaignscanberunforcorrespondingkeywords(e.g.Christmas,Hanukkah,Mother’sDay,Valentine’s,etc.).Amazonadsareagreatwaytomakeoptimaluseofincreasedcustomerinterestintheproductduetoseasonality.Thesamecanbesaidforend-of-seasonsalestoquicklygetridofinventoryatthetheendofaseason.BoostanewproductNewproductshaveanespeciallydifficulttimebeingfoundonAmazon–becauseproductsthatsellwellareplacedatthebeginningofsearchresults.Newproductsgeneratefewclicks,andthereforelesssales,andhaveamoredifficulttimeclimbingtothetopofAmazon’ssearchresults.It’saviciouscirclethatcanbebrokenwiththehelpofAmazonPPCads.RunningPayPerClickadsgivesyoutheoptiontoboostnewproductsbygeneratingclicksandsales,sothattheygraduallybegintorankbetterorganically.Becausethelong-termobjectivehereistoboostsales,takingalossorsellingwithminimalprofitabilitycanbeacceptableintheshortterm.SafeguardingtopsellersandbrandsEvenifyourproductalreadyranksatthetopofAmazon’ssearchresults,itcouldstillmakesensetorunAmazonPPCcampaignsforit.ThegoalinthiscaseistodefendyourowntoppositionsandtoavoidlosingsalestothecompetitionwhoisalsorunningSponsoredProductsads.requirementsAmazonCPCQualityfactorSellersbidonaCPC(clickprice)forakeyword;TheCPCpriceisthehighesttheyarewillingtopay.ThequalityofanAmazonadismeasuredbytheprobabilityofacustomerclickingonit.Thisiscomprisedofthead’sapplicableclickhistory,assoonasit’sbeenactiveforawhile.Amazonpromotion移動(dòng)商務(wù)在此錄入對(duì)當(dāng)前分類的簡短描述在此錄入對(duì)當(dāng)前分類的簡短描述在此錄入對(duì)當(dāng)前分類的簡短描述在此錄入對(duì)當(dāng)前分類的簡短描述PromotionsareagreatwaytogeneratemoresalesonAmazon.Youcanalsodrivemoresalesonyourproductlistingsbygettingmoreproductreviews.UseSalesbackertoautomaticallyaskyourcustomersforaproductreview.Amazonpromotion移動(dòng)商務(wù)在此錄入對(duì)當(dāng)前分類的簡短描述在此錄入對(duì)當(dāng)前分類的簡短描述在此錄入對(duì)當(dāng)前分類的簡短描述在此錄入對(duì)當(dāng)前分類的簡短描述1.LogintoyourSellerCentralAccountandhoverovertheAdvertisingmenuonthetopofthepage.Fromthedropdownmenu,choosePromotions.Amazonpromotion移動(dòng)商務(wù)在此錄入對(duì)當(dāng)前分類的簡短描述在此錄入對(duì)當(dāng)前分類的簡短描述在此錄入對(duì)當(dāng)前分類的簡短描述在此錄入對(duì)當(dāng)前分類的簡短描述2.OnthePromotionspage,we’llbeusingtheinitialCreateaPromotiontabwhichoffersfourchoices-FreeShipping,PercentageOff,BuyOneGetOne,orGiveaway.Forourpurposehere,we’llchoosePercentageOff.Amazonpromotion移動(dòng)商務(wù)在此錄入對(duì)當(dāng)前分類的簡短描述在此錄入對(duì)當(dāng)前分類的簡短描述在此錄入對(duì)當(dāng)前分類的簡短描述在此錄入對(duì)當(dāng)前分類的簡短描述3.IntheConditionssection,choosethenumberofitemsacustomermustpurchaseinordertogetthediscountfromthe“Atleastthisquantity”dropdownmenu.Ifyousimplywanttoofferacouponcodeforasingleproduct,choose“1”.Forbulkdiscounts,choose“2”ormore.Amazonpromotion移動(dòng)商務(wù)在此錄入對(duì)當(dāng)前分類的簡短描述在此錄入對(duì)當(dāng)前分類的簡短描述在此錄入對(duì)當(dāng)前分類的簡短描述在此錄入對(duì)當(dāng)前分類的簡短描述5.Fromthedropdownmenu,choose“SKUlist”,thenclickon“CreateProductSelection”.NowyoucanbegintotellAmazonwhichproductstodiscount.4.Nowchoose“Createanewproductselection”attheendofthe“PurchasedItems”line.Thiswillallowyoutochoosewhichproductswillbediscounted.Thenextpageshouldlooklikethis:Amazonpromotion移動(dòng)商務(wù)6.Onthe“CreateProductSelection”page,entertheProductSelectionNameorTrackingIDforyourproduct,includeaninternaldescriptionforyourownuse,thenentertheSKUnumber(ornumbers)whichareattachedtotheproductyouwishtodiscount.(Don’tforgetthatyoucanfindyourSKUinthe“ManageInventory”sectionofyourSellerCentralAccount.)Onceyou’vechosentheSKUs,clickonSubmit.Amazonpromotion789Onceyou’vesubmittedtheSKUs,youwillbetakenbacktotheCreateaPromotion:PercentageOffpage.Nowinthe“PurchasedItems”dropdownmenuyoushouldchoosetheProductyoujustnamed.OntheBuyerGetsline,choosethepercentagediscountthatyouwouldliketooffer.Forexample,ifyouwishtooffera40%discount,insertavalueof“40.”O(jiān)nthenextline,choose“Appliesto”“PurchasedItems”.(Note:Ifyou’dliketoexcludecertainitemsoroffertiereddiscountsformultipleproductspurchased,clickon“AdvancedOptions”belowthe“Appliesto”line.)Amazonpromotion移動(dòng)商務(wù)10.Choosethebeginningandendingdatesandtimesofyourpromotion.Howlongdoyouwantthispromotiontobeavailabletocustomers?(Note:Amazonrequires4hourstoprocessyourpromotionalcode,soyoumustchooseatimeatleast4hoursfromyourcurrenttime.)Amazonpromotion1112Ifyou’dliketoincludean“InternalDescription”,youmay,butthisiscompletelyforyourownreference.YoudonotneedtoenteraTrackingIDsinceAmazonprovidesoneforyou.Youcompletedsectiontwo!See,itwaseasy.Nowsectionthree(AdditionalOptions)isn’tdifficult,butitiswheremanysellersmakeahugemistakeandrapidlyloseinventoryandmoney.Sopaycloseattention!Amazonpromotion移動(dòng)商務(wù)13.UnderStep3:AdditionalOptions,selectthe“Single-Use”button.Ifyouleavethedefaultselectionof“None,”everyindividualwillreceiveyourproductforthediscountedpricewhethertheyhavethecoupon/claimcodeornot.Ifyouselectthe“Group”option,yourpromotionwillhaveasingleclaimcodebutthecodecanbeusedbymultiplepeople.So,intheeventthecodeispostedonlineyourentireinventorycouldselloutveryquickly.Amazonpromotion1415Checktheboxnextto“Oneredemptionpercustomer”tolimiteverycustomertoasinglediscount.Tocreateaclaimcode,youcanallowAmazontoassignonerandomlybyclickingon“Suggestacode”oryoumaycreateyourown.Keepinmindthatclaimcodescanonlybe8charactersandonlynumbersandletters.Onceyou’vecreatedaclaimcode,itmaynotbeusedforanotherAmazo