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【亚马逊网站】亚马逊站内广告如何做

亚马逊干货 admin 4个月前 (10-28) 389次浏览 56个评论

在亚马逊爆款打造的过程中,运营者绕不开的就是亚马逊站内广告。站内广告指向精准,点击成本不高,转化率相对较高,是有经验的亚马逊卖家首选和必选的运营工具之一。

那么究竟该怎样做亚马逊站内广告呢?

亚马逊站内广告的创建位置在卖家中心的导航菜单Advertising下拉菜单Campain Manager中,点击打开页面后,点击Creat a Campain即可选择打算推广的Listing进行广告创建。

创建广告的前提是,该Listing已经拥有Buy Box, 对于没有Buy Box的Listing,是无法进行站内广告推广的。

选择了Listing,创建中按照指示要求,填写广告名称,每日广告预算和广告时间,完成广告计划的基本设置。

而一条广告,关键的设置在于Listing广告关键词的设置上,亚马逊平台,提供了两种关键词设置方法,Automatic Targeting(系统自动生成)和Manual Targeting(手动设置),如果你对产品足够熟,能够很好的把握核心关键词,那么我建议你选择手动设置的方式来设置关键词,如果你对产品属性不是很熟,可以采用系统自动生成的方式设置。

针对不同的关键词,可以设置不同的点击价格。这里需要注意的是,实际每次点击产生的费用并不一定是你自己设置的价格,按照亚马逊的点击价格生成规则,你的广告的每次点击最终扣费是比你低一名的出价再加上$0.01。

一个Campain下面可以设置多个Ad Group, 一个Ad Group可以设置多个广告关键词,而同一Ad Group的关键词是公用的,所以,如果是同类产品,可以放在一个Ad Group中,但若产品不同或者差别明显,建议分别设置Campain或者Ad Group。

在关键词的选择上,不建议选择很多关键词进行推广,通常情况下,一款产品选择5-10个关键词做推广已经OK, 很多所谓的很偏的边缘关键词,长尾关键词甚至长长尾关键词,并没有太大的必要。同时,设置太多的关键词,只会让运营者精力分散,疏忽了核心关键。

广告关键词设置完成,并不意味着万事大吉,任何一个广告,都需要运营者每天关注,持续优化。运营者需要查看报表中的曝光量,浏览量,点击率,转化率等数据,需要根据转化率和广告预算,对广告关键词,点击单价等进行优化调整,没有曝光的关键词适当删除,曝光少但转化率高的关键词,适当调高单次点击价格,通过提升曝光量和浏览量来拉升销量等等。

站内广告的优化是一项长期的工作,用心做好,也必然能够得到满意的回报。

 

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