New Seller Incentives: Over $50,000 in Referral Fee Savings per MarketplaceNew Seller Incentives: Over $50,000 in Referral Fee Savings per Marketplace
From Immovable Advertisements to Unmovable Sales Targets: 5 Real Stories Explain the Blind Spots and Game-breakers of Amazon's Operating System
“It only costs 300 dollars to place an order. Should I run this ad?Abbottt, Premiere Creative’s creative director.
“The $9 phone case costs $2 per click, just a loss of distress. Abbottt, Premiere Creative’s creative director.
“High-priced products get a lot of hits but they haven't been able to place orders. What exactly is the problem?Abbottt, Premiere Creative’s creative director.
“The $9 phone case costs $2 per click, just a loss of distress. Abbottt, Premiere Creative’s creative director.
“High-priced products get a lot of hits but they haven't been able to place orders. What exactly is the problem?Abbottt, Premiere Creative’s creative director.
If you've ever had similar questions about advertising, then you must not miss this article. In this article, we will focus on five examples of Amazon operations to thoroughly break down the difficulties and solutions of advertising, from traffic structure and crowd tagging to target setting and listing transformation, step by step, and present you with a systematic guide to advanced Amazon advertising.
01 Does Amazon advertising cost $300 per order?! ACOS explodes, how is this business going?
This case comes from a seller in Xiamen. The product is a “neon light”. It looks very cool, has a strong sense of scene, and supports customization. Arguably, this type of product should sell very well, but the reality is — the more you sell, the more you lose. What's the problem?Let's disassemble it step by step.
The seller sought help from Principal Lin. First, let's take a look at the general data:
● Each click costs 2 to 4 dollars
● The conversion rate is less than 1%
● The customer unit price is 30-40 US dollars
● Each click costs 2 to 4 dollars
● The conversion rate is less than 1%
● The customer unit price is 30-40 US dollars
Simple calculation: In this seller's specific case, 3 dollars per click, the conversion rate is 1%, and it is necessary to burn 300 US dollars in advertising fees to place an order. However, the price of the product itself was only a few tens of US dollars, which is really a huge loss.
The biggest problem: Misguided thinking
After reading it, I discovered that the problem was not just the ad placement itself, but that the seller had fallen into a misunderstanding: he was always advertising using the “I am selling neon lights” mentality, and only focused on the keyword “neon sign” for this product. The question is, do users really search for “neon sign” directly to buy it?Or are they actually looking for “birthday decorations,” “bar decorations,” and “game room mood lights”?If you focus on this article and ignore the people, scene, and purpose of use behind it, then I'm talking about falling into a “fundamentalist” mentality. Let's take a different look at this product.
After reading it, I discovered that the problem was not just the ad placement itself, but that the seller had fallen into a misunderstanding: he was always advertising using the “I am selling neon lights” mentality, and only focused on the keyword “neon sign” for this product. The question is, do users really search for “neon sign” directly to buy it?Or are they actually looking for “birthday decorations,” “bar decorations,” and “game room mood lights”?If you focus on this article and ignore the people, scene, and purpose of use behind it, then I'm talking about falling into a “fundamentalist” mentality. Let's take a different look at this product.
Actually, it's not a light; it's a sense of atmosphere.
When users buy neon lights, their real needs may be:
● Set up a birthday party
● Decorate bars, cafes, restaurants
● Create an atmospheric bedroom or game room
● As a gift, used as a personalized expression
● Set up a birthday party
● Decorate bars, cafes, restaurants
● Create an atmospheric bedroom or game room
● As a gift, used as a personalized expression
In other words, neon lights are just a “form”; what they buy is a “feeling”, a kind of “expression.” If you're only staring at “lights,” and only using the word “neon light,” you're missing out on keywords where actual demand is more clear and traffic is cheaper.
The difference in advertising costs is ten times, just because the keywords are different
Take analytical data as an example:
Take analytical data as an example:
Once the keyword was changed, the cost was almost ten times different.
The conversion rate is similar, but the results are completely different. The reason is that the “people” behind the keywords are different: one is looking for the product itself, and the other is looking for a solution or a sense of atmosphere. How to cut traffic?Moving from “what to sell” to “who buys and where”.
I did a complete crowd breakdown using AI tools:
● Home decoration: bedroom, small shop, nail shop, photo background arrangement, etc.
● Commercial use: decoration of bars, restaurants, cafes, live broadcast rooms
● Festive parties: birthdays, festivals, marriage proposals, etc.
● Gift purposes: Valentine's Day, Father's Day, Mother's Day, support customization
● Individual expression: young people like to show individuality, express emotions, and create a sense of style
● Commercial use: decoration of bars, restaurants, cafes, live broadcast rooms
● Festive parties: birthdays, festivals, marriage proposals, etc.
● Gift purposes: Valentine's Day, Father's Day, Mother's Day, support customization
● Individual expression: young people like to show individuality, express emotions, and create a sense of style
All of these can become new traffic entrances.
How to break the game?
First, don't rely on just one SKU to beat the world
Non-standard products rely on style, not uniform parameters. It is recommended to distribute multiple styles, multiple links, and multiple keywords to form a “matrix-like layout”.
Non-standard products rely on style, not uniform parameters. It is recommended to distribute multiple styles, multiple links, and multiple keywords to form a “matrix-like layout”.
Second, don't fall into the “low price is king” misunderstanding
The most important thing about non-standard products is “user likes” rather than “cheap”. If you like it, you'll buy it; the price isn't the core contradiction. Dare to define a sense of value.
The most important thing about non-standard products is “user likes” rather than “cheap”. If you like it, you'll buy it; the price isn't the core contradiction. Dare to define a sense of value.
Third, keywords must not only be typed in this product
You need to develop “scene words,” “gift words,” “decorative words,” and “gift words.” These have low CPC, less competition, and a more stable conversion rate.
You need to develop “scene words,” “gift words,” “decorative words,” and “gift words.” These have low CPC, less competition, and a more stable conversion rate.
Fourth, combine the rhythm of the holidays to drive gift traffic
Mother's Day, Valentine's Day, Halloween, Christmas... these gift scenes are naturally suited to neon lights, and the traffic is high and accurate.
Mother's Day, Valentine's Day, Halloween, Christmas... these gift scenes are naturally suited to neon lights, and the traffic is high and accurate.
This seller's case explains:
It's not that neon lights don't sell well, but if you only focus on the product itself and don't disassemble usage scenarios, user portraits, and keyword structures, you'll fall into a dead cycle of burning advertisements and losing money.
It's not that neon lights don't sell well, but if you only focus on the product itself and don't disassemble usage scenarios, user portraits, and keyword structures, you'll fall into a dead cycle of burning advertisements and losing money.
If you're having a similar problem, consider rethinking at least the following three questions:
● Who will buy my products?(Crowd images)
● What situations will they be used in?(Purpose of use)
● Are the terms they're searching for real product names?(Disassembly of keywords)
● Who will buy my products?(Crowd images)
● What situations will they be used in?(Purpose of use)
● Are the terms they're searching for real product names?(Disassembly of keywords)
The answer is clear. If you then lay out ads and traffic, your style of play may be different.
02 If you click on a mobile phone case advertisement that sells 9 yuan for 9 yuan, it's actually 2 dollars. How can you advertise low customer order and high CPC products to lose less money?
I believe the second case I'm going to talk about today resonates very well with many Shenzhen sellers and friends who make 3C accessories or small daily use department stores. The price of the product sold is very low, probably $6.99 or $7.99; however, for a dozen ads, the CPC is actually 2 to 3 dollars, or even higher; although the conversion rate is pretty good, the advertising cost per order directly exceeds the selling price itself. Can this product still be made?How to do it?This case gave us a very clear idea.
1. What are the typical types of “low price and high CPC” products?
There are quite a few such products. Common ones include:
● Phone case, tempered film
● Garbage bags, grid bags, shopping bags
● Tissue holders and plastic hooks in the bathroom
● Small kitchen accessories, household goods
● Phone case, tempered film
● Garbage bags, grid bags, shopping bags
● Tissue holders and plastic hooks in the bathroom
● Small kitchen accessories, household goods
They have one characteristic in common: the customer unit price is generally low, mostly around $9.99; they sell really well, and the order volume is huge; but they are also extremely dependent on advertising exposure.
2. The essence of this type of product: standard product + high conversion + concentrated traffic
Let's first disassemble the operating characteristics of this type of product:
1. They are generally standard products
Unlike customized or aesthetic non-standard products, the parameters of this type of product are basically the same, and homogenization is serious. Buyers are interested in price, review, and ranking.
Unlike customized or aesthetic non-standard products, the parameters of this type of product are basically the same, and homogenization is serious. Buyers are interested in price, review, and ranking.
2. The conversion rate is very high
When done well, conversion rates can reach 40%, 60%, or even higher. You read that right, it's a level where you can get 6 orders when you click 10.
When done well, conversion rates can reach 40%, 60%, or even higher. You read that right, it's a level where you can get 6 orders when you click 10.
3. Traffic is concentrated at the top of the homepage
As can be seen from ABA data, 30% to 40% of traffic is concentrated on the first three pages, especially the first row of the homepage. If you don't get to the top position, you probably won't have much chance.
As can be seen from ABA data, 30% to 40% of traffic is concentrated on the first three pages, especially the first row of the homepage. If you don't get to the top position, you probably won't have much chance.
3. Advertising losses?It's actually a process of “buying rankings”
This type of product can't be advertised for quick profit; instead, the purpose is to: boost organic traffic and boost keyword rankings. In this type of product, ads are more like “buying ranked tickets.” Don't think about making money from ads themselves; instead, you should exchange ads for conversion rates, organic orders, and weight. So the question is, how can this advertisement burn, and how should it be worth posting?
4. “Tall, Rich, and Handsome Theory”
I'm using the analogy of a “blind date” to compare images: if you're tall, handsome, and rich, then of course you're popular; but you can't have everything; at least one must stand out.
It's the same on Amazon — for this kind of low-priced product, you need to find out what you can stand out in the three categories of “tall, rich, and handsome”:
You must stand out at least one item in particular. It's best to have two. If you have all three, you must be a hit.
So how do you launch this $9.99 product step by step?
Here's some data: The original price of the product was $9.99. At first advertised, the CPC was as high as $6.66 and ACOS reached 177%, which can be described as horrible, but the seller did not give up and instead adopted the “three-step method to break the game”
Here's some data: The original price of the product was $9.99. At first advertised, the CPC was as high as $6.66 and ACOS reached 177%, which can be described as horrible, but the seller did not give up and instead adopted the “three-step method to break the game”
Step 1: Actively reduce prices to improve conversion efficiency
Reduce the price from 9.99 to 4.99, “get rich first”, and convert through low prices.
Get enough clicks and orders first for the system to recognize you as a “quality link.”
Reduce the price from 9.99 to 4.99, “get rich first”, and convert through low prices.
Get enough clicks and orders first for the system to recognize you as a “quality link.”
Step 2: Boost click-through rates and seize top positions
By increasing the advertising budget, push the ad space to the top of the homepage to “maximize exposure”.
The benefits of a high click-through rate are:
Exposure focused on the core
It helps the system determine that you have “potential”
Improve ad performance index and ranking stability
By increasing the advertising budget, push the ad space to the top of the homepage to “maximize exposure”.
The benefits of a high click-through rate are:
Exposure focused on the core
It helps the system determine that you have “potential”
Improve ad performance index and ranking stability
Step 3: Stable rankings, weighted conversion, and backward advertising
After natural orders rise steadily, advertisements are slowly withdrawn, and advertising budgets can also be reduced. At this point, the TACOS for ads dropped from over 80% to 3.7%.
From completely relying on advertisements to making money by issuing natural orders, this is the real “natural relay” of “advertising exits.”
After natural orders rise steadily, advertisements are slowly withdrawn, and advertising budgets can also be reduced. At this point, the TACOS for ads dropped from over 80% to 3.7%.
From completely relying on advertisements to making money by issuing natural orders, this is the real “natural relay” of “advertising exits.”
Summary of popular styles of play in five or three steps: How to promote low-priced products?
Let's summarize this popular formula of “low customer, high unit price, high CPC”:
1. Capture key variables
Highlight at least one point in “tall, rich and handsome”: high position, low price, good style.
Highlight at least one point in “tall, rich and handsome”: high position, low price, good style.
2. Do everything you can to drive conversion
Promotions, flash sales, price reductions, good images, and good reviews have only one purpose: to increase conversion rates.
Promotions, flash sales, price reductions, good images, and good reviews have only one purpose: to increase conversion rates.
3. You must dare to pay the budget
Place orders with accurate keywords, break through the core words, use orders to pull up rankings, play high first, then close the network and reduce the budget later.
Place orders with accurate keywords, break through the core words, use orders to pull up rankings, play high first, then close the network and reduce the budget later.
6. This type of product is suitable for the “lose first, then win” style of play
This kind of product is not afraid of losing money; the fear is that you won't be able to get up later; the real key is whether you can put on natural weight and get to the front row; once the position is stable, the advertisement will only have “value” after wave.
So, it's not that you can't make low-priced products; it's that you need to understand the play logic and financial rhythm of such products.
Low prices aren't a problem, and ads aren't a problem.
You need to know whether today's ads are meaninglessly losing money or buying future organic traffic.
You need to know whether today's ads are meaninglessly losing money or buying future organic traffic.
03 A cat crawler that costs around $100. How can this kind of high-customer unit price and low conversion rate product be made to reduce stepping on the pit?
In this article, we're talking about the third typical product type: high unit price, low conversion rate standard products. In this case, it's a “cat house” — also known as a cat house/kennel. It sounds very common, but it's actually quite a headache to do. You've probably also come across similar products: kennels, rabbit cages, outdoor swings, inflatable toys, cat cottages... These products have one thing in common: they are expensive, few people buy them, and they're not cheap at all. So, can this kind of product be made?Of course you can do it, but you have to tell me how.
1. Figure it out first: What are the difficulties of this type of product?
Let's take a look at a few common features of this type of product:
High price: the customer unit price is basically above $100, and some even start at $200;
Low conversion rate: Once a user comes in, it is impossible to place an order casually; usually the conversion rate is only about 3%;
The cost of CPC is not high: the cost per click is in the range of $0.5 to $0.7, which seems OK;
Low conversion rate: Once a user comes in, it is impossible to place an order casually; usually the conversion rate is only about 3%;
The cost of CPC is not high: the cost per click is in the range of $0.5 to $0.7, which seems OK;
Low sunrise orders: maybe only 3 to 8 orders a day;
Ads don't work: Even if the CPA is barely reasonable, you can't make much money by placing an ad order.
So if you make this kind of product with the idea of “relying on advertising to drive sales,” it won't work.
Ads don't work: Even if the CPA is barely reasonable, you can't make much money by placing an ad order.
So if you make this kind of product with the idea of “relying on advertising to drive sales,” it won't work.
2. Don't just think about “driving conversion”; what this type of product needs to do is “expand exposure”
When many people see a low conversion rate, they wonder if they should change the main image, adjust the detail page, or create a video.
Of course this can be done, but the problem is — 3% conversion rates for some categories are already close to the ceiling.
No matter how optimized it is, it's hard to pull it from 3% to 6%. So what are you supposed to do?
The core is two words: exposure.
Of course this can be done, but the problem is — 3% conversion rates for some categories are already close to the ceiling.
No matter how optimized it is, it's hard to pull it from 3% to 6%. So what are you supposed to do?
The core is two words: exposure.
How to expand exposure?Two directions:
Repeated Exposure: Aim to appear multiple times on the homepage, or next to the competitor's detail page, to form a visual “surround” to make users think you're a popular option.
Traffic expansion: Don't just hit “cat house,” you can use scene terms such as “outdoor pet gear,” “cat shelter,” and “backyard pet cabin” to expand your traffic pool.
Repeated Exposure: Aim to appear multiple times on the homepage, or next to the competitor's detail page, to form a visual “surround” to make users think you're a popular option.
Traffic expansion: Don't just hit “cat house,” you can use scene terms such as “outdoor pet gear,” “cat shelter,” and “backyard pet cabin” to expand your traffic pool.
3. User portraits are critical; traffic must not be tampered with
There is also a big taboo when it comes to making this kind of product: random crowds.
For example, if you invest in “stray cat shelter” traffic, then the conversion rate will definitely be worse. Why?
For example, if you invest in “stray cat shelter” traffic, then the conversion rate will definitely be worse. Why?
Because who is the user who will actually buy a cat house that costs more than 100 US dollars?
● Have at least 1 to 3 cats at home;
● Middle class pet owners with certain financial strength;
● The home may have a yard or separate outdoor space;
● We attach great importance to the cat's quality of life;
● Value the comfort, appearance, quality, and functional details of the product.
● Have at least 1 to 3 cats at home;
● Middle class pet owners with certain financial strength;
● The home may have a yard or separate outdoor space;
● We attach great importance to the cat's quality of life;
● Value the comfort, appearance, quality, and functional details of the product.
Therefore, the keywords you type, the copy you write, and the scenes you post must match this type of user profile.
4. The pain points of this type of product determine your operational priorities
If we want this type of product to transform better, we must address users' core concerns. This could be due to:
Waterproofing and insulation effects: Many outdoor cat house sellers have overlooked this point. Users value whether they can withstand wind and rain and not be cold in winter.
Beautiful atmosphere: This type of buyer is very picky. The product must not only be practical, but also look good; it is best to match the home decoration style.
Installation and after-sales: Large size and complex structure are common problems with this type of product. Can you provide an installation tutorial video?Is there a simple assembly design?Is there an after-sales service guarantee?
Quality of the content of the review: Quantity is not the most important thing. The key is whether the review can describe the installation process and user experience in detail, preferably with pictures and videos.
Waterproofing and insulation effects: Many outdoor cat house sellers have overlooked this point. Users value whether they can withstand wind and rain and not be cold in winter.
Beautiful atmosphere: This type of buyer is very picky. The product must not only be practical, but also look good; it is best to match the home decoration style.
Installation and after-sales: Large size and complex structure are common problems with this type of product. Can you provide an installation tutorial video?Is there a simple assembly design?Is there an after-sales service guarantee?
Quality of the content of the review: Quantity is not the most important thing. The key is whether the review can describe the installation process and user experience in detail, preferably with pictures and videos.
5. In-site+off-site joint play: social media is a traffic amplifier
This type of product can not only be promoted on Amazon, but it is also ideal for social media posting and planting.
Because of pet products such as cats and dogs, they have natural “social attributes” and “content potential”: you can find pet bloggers to collaborate on TikTok/YouTube/Reddit to shoot videos about usage experiences and cat stays; make short unboxing+review videos; if you have enough budget, you can even go to local pet farmers in the US to shoot assembly teaching videos, and by the way, bring in a wave of off-site traffic. If this content is combined with in-site ads and promoted together, the effect is several times that of pure advertising.
6. Hot point development direction: This type of product also has “gift attributes” to be explored
What you might not have expected is that products like cat house also have an unexpected use, a gift for pet lovers. Family gifts for children for Pet Day; special gifts for cat owners between friends; gifts for couples to share with cats; keywords such as “cat lover gift” and “gift for pet owner” are overlooked by many people, but the actual results are good, and competition is not high.
Summarize how the Gaoke Single standard product works?
It's not that this kind of product can't be made; it's that they can't rely on the old idea of “low price+high advertisement”.
It's not that this kind of product can't be made; it's that they can't rely on the old idea of “low price+high advertisement”.
What really needs to be done is these five points:
Clear targeting: Don't mess around with traffic, find out who your user profile is and what your needs are.
Traffic development: expand keywords around scenes, people, and lifestyles, and not just use the term “cat house”.
Quality of content: The focus is not on quantity, but on in-depth and detailed buyer shows and video reviews.
Social support: Try external networking and use bloggers' influence to get exposure.
Solve the pain points: Can the details of waterproofing, insulation, and installation be explained thoroughly in the copy or video, to be honest.
If you are also making high-demand pet and outdoor products, you can try this set of ideas.
Clear targeting: Don't mess around with traffic, find out who your user profile is and what your needs are.
Traffic development: expand keywords around scenes, people, and lifestyles, and not just use the term “cat house”.
Quality of content: The focus is not on quantity, but on in-depth and detailed buyer shows and video reviews.
Social support: Try external networking and use bloggers' influence to get exposure.
Solve the pain points: Can the details of waterproofing, insulation, and installation be explained thoroughly in the copy or video, to be honest.
If you are also making high-demand pet and outdoor products, you can try this set of ideas.
04 Poor Amazon ad conversion doesn't necessarily mean your listing page isn't working!The key is that restricted intersection, can it be cleared?
I laughed and called myself a “mad scientist.” This madness was not about doing any special moves; it was that he “burned money” very violently, measured a wide range of methods, and repeated very deeply. While other teams were still struggling with the budget and worried that the CPC would rise to 1.2 US dollars, he was already using real money in the background to try to answer a question: “Can I run through an advertising system so that the traffic it brings is not just “able to run”, but can actually achieve transformation and profit?Abbottt, Premiere Creative’s creative director.
This post isn't about telling you about a “one-size-fits-all game,” but I want to review with you how an “experimental advertising style” came about.
Where did the experiment begin?Of course, from the perception of traffic structure
I'll first divide the traffic pools into four categories:
This article (most direct, and most volumental)
Gift traffic (strong outbreaks during holidays and peak periods)
Related traffic (scenario matching, function related)
Generalized traffic (common sense, habitual search)
I'll first divide the traffic pools into four categories:
This article (most direct, and most volumental)
Gift traffic (strong outbreaks during holidays and peak periods)
Related traffic (scenario matching, function related)
Generalized traffic (common sense, habitual search)
This logic isn't new, but most people only understand it in theory. But our team went straight to the test, classified this traffic and actually burned a round of ads, and then used data to talk about it.
The first category: This product's word traffic, is it really not working?
Many people like to use “precision+this product” when advertising. This is not to say that this product is useless, but that it is too expensive, too voluminous, and too crowded. As soon as you go in, you have to compete for prices, puzzles, and reviews. In the end, you win the conversion and lose the profit.
It would be better to run in the other direction from the beginning. Of course, we haven't given up completely. He also tested several categories: accurate expansion, Neptune's style of play (commonly known in the industry, meaning low CPC gets strong hashtag traffic), and small language matching, but the results showed him that although this product is stable, it is far less efficient than the “gift+pan-relevant” category.
Many people like to use “precision+this product” when advertising. This is not to say that this product is useless, but that it is too expensive, too voluminous, and too crowded. As soon as you go in, you have to compete for prices, puzzles, and reviews. In the end, you win the conversion and lose the profit.
It would be better to run in the other direction from the beginning. Of course, we haven't given up completely. He also tested several categories: accurate expansion, Neptune's style of play (commonly known in the industry, meaning low CPC gets strong hashtag traffic), and small language matching, but the results showed him that although this product is stable, it is far less efficient than the “gift+pan-relevant” category.
Type 2: Related to traffic, will people who click in actually buy it?
Many people don't understand this part clearly. “Association” doesn't just mean “if you buy A, you might buy B”, but users actually need this thing from you in other usage scenarios. For example, massage balls, you don't have to appear under the “massage ball” keyword to convert. You can also place orders under the terms “sit at the office for a long time,” “relax your lower back muscles,” and “recover after exercise.” He used a set of related words. The cost of clicks was not expensive, and the conversion was not high, but the order was placed, and there is huge room for optimization. That's the point of the experiment. You have to get out of the basics of being “responsive” to know which path is worth refining.
Many people don't understand this part clearly. “Association” doesn't just mean “if you buy A, you might buy B”, but users actually need this thing from you in other usage scenarios. For example, massage balls, you don't have to appear under the “massage ball” keyword to convert. You can also place orders under the terms “sit at the office for a long time,” “relax your lower back muscles,” and “recover after exercise.” He used a set of related words. The cost of clicks was not expensive, and the conversion was not high, but the order was placed, and there is huge room for optimization. That's the point of the experiment. You have to get out of the basics of being “responsive” to know which path is worth refining.
The third category: gift traffic is a gold mine of traffic that you have missed
For example, our classic teaching example, a frozen massage ball, lays out gift traffic almost before every holiday, and got great results: for example, using ASIN ads to label “Mother's Day gifts”; doing keyword tests together and tagging them in advance; continuously monitoring changes in click-through rates and conversion rates, and preparing to expand the budget before and after the holiday season. The logic behind this is: gift word traffic doesn't just bring orders; more importantly, let the system recognize that you are “suitable for this holiday situation.” Once the system is labeled, your future traffic priority on similar nodes will increase.
For example, our classic teaching example, a frozen massage ball, lays out gift traffic almost before every holiday, and got great results: for example, using ASIN ads to label “Mother's Day gifts”; doing keyword tests together and tagging them in advance; continuously monitoring changes in click-through rates and conversion rates, and preparing to expand the budget before and after the holiday season. The logic behind this is: gift word traffic doesn't just bring orders; more importantly, let the system recognize that you are “suitable for this holiday situation.” Once the system is labeled, your future traffic priority on similar nodes will increase.
The fourth category: pan-traffic, more room for trial and error than you might think
The general traffic seemed “nonsensical,” but the list we came up with actually included: basketball essentials, post-yoga muscle recovery, healthy lifestyle gifts, and even the keywords “around Trump”...
The general traffic seemed “nonsensical,” but the list we came up with actually included: basketball essentials, post-yoga muscle recovery, healthy lifestyle gifts, and even the keywords “around Trump”...
I didn't think of these words in my head, but rather guessed from the user's point of view: “When will he use this product?” Then go through ad verification — there are impressions, clicks, and conversions, then this is the way to go. Many times, our products don't work. It's not a product issue; it's just that you don't know how buyers can find you. The logic of an ASIN ad is not to stick it behind someone else's butt; it is to accurately “cut off the butt”. When we advertise ASINs, we place special emphasis on one strategy: “Don't always think about appearing at the bottom of someone else's product page, where the click-through rate is less than 1%; you have to find a way to stop traffic before he's searched. ” He divided ASIN advertisements into three main styles: similar products: directly targeting competitors to determine if you can “beat”; strong related products: such as massage essential oils and massage balls, with interconnected scenarios and valuable traffic; tag matching products: as long as the other ASIN has a “Mother's Day gift” label on the back, you can plug it in and grab traffic in this scene.
Summary: The ad is not a question of “how much it costs”; it is a question of “which intersection do you block”.
In this overall style of play, I used the spirit of experimentation to dispel a misunderstanding: many people only look at commissioning, only focus on surface data, and ignore: What kind of traffic are you getting?What position did you appear in?Do you have a triggering system tagging mechanism behind it?You think you lost advertising fees; in fact, you spent money but didn't get to a “useful intersection.” Instead, those words that seem “irrelevant” — as long as the traffic is cheap, the scene fits, and the label is reasonable, they are the undisputed path.
In this overall style of play, I used the spirit of experimentation to dispel a misunderstanding: many people only look at commissioning, only focus on surface data, and ignore: What kind of traffic are you getting?What position did you appear in?Do you have a triggering system tagging mechanism behind it?You think you lost advertising fees; in fact, you spent money but didn't get to a “useful intersection.” Instead, those words that seem “irrelevant” — as long as the traffic is cheap, the scene fits, and the label is reasonable, they are the undisputed path.
05 Why is the monthly increase in sales targets unreasonable?Listen to Principal Lin explain the logic of Amazon's yearly goal setting with practical examples
Why is your annual sales plan working beautifully but mediocre?Why are you staring at background data every day and not being able to see the nature of the problem?It's not a lack of execution, but rather a misguided goal setting from the beginning. This article takes you through the breakdown: How exactly should a mature Amazon operations team make plans that can be executed, profitable, and implemented.
1. The plan is not as simple as writing a number; it is “retracted” from data
Let me share a story: an owner who worked at Amazon for four years, lost money every year, and still insisted on not giving up. The team also carefully made an operating plan for the whole year. Sales increased every month from January to December and doubled by the end of the year. But the question is: How did these growth expectations come about?Is there any data to back it up?But it's hard to explain, and the idea isn't clear. The biggest problem with this kind of plan is: it seems reasonable, but it actually has no basis.
The real plan is not a “vision,” but is based on several clear relevant indicators, such as impression (impression), click-through rate (CTR), and conversion rate (CR)
For example, if you want to sell 16,350 orders in a certain month, you can't just write a number; you also need to be clear: how many impressions do I need to get enough clicks?What should the click-through rate be maintained?Can the conversion rate live up to this goal?
Only when these three have a clear formula can the plan be “scientific” rather than “metaphysical.”
2. Case Study: How did the budget behind the Sunrise Hundred Orders target come from?
Assuming your goal is to make 100 orders a day, and the conversion rate is 10%, then you need at least 1,000 clicks. If the average CPC is $1.5, and there are almost no organic orders in the early stages of a new product, then you will spend at least $1,000 a day on advertising alone.
Moving forward: if the average click-through rate is 0.66%, you'll need at least 150,000 impressions to get 1,000 clicks; then your ad budget, keyword layout, and bid strategy all have to revolve around “how to get 150,000 impressions.” This is “reverse disassembly” in the true sense of the word: goal → traffic structure → budget breakdown → execution action
Moving forward: if the average click-through rate is 0.66%, you'll need at least 150,000 impressions to get 1,000 clicks; then your ad budget, keyword layout, and bid strategy all have to revolve around “how to get 150,000 impressions.” This is “reverse disassembly” in the true sense of the word: goal → traffic structure → budget breakdown → execution action
3. Common Misconceptions in Formulating Plans: Not Seeing the “Key Variables”
Many people set goals and only wrote “sales should increase”, “spend less on advertising”, and “profit should be high,” but they didn't clearly see: Can your product increase, what is the key point?
Summarize with examples:
You need to figure out where the “key variables” are before you know what to optimize. If your product's conversion rate is already around 3%, and you're still wondering how to mention 10% every day, then that's the wrong direction.
4. Don't stop at the level of “how many orders are issued” during team meetings
Some team meetings were open and became “reporting accounts”: the boss didn't understand the operation, and the employees couldn't explain the logic of the data. The discussions were basically “how many orders were issued today” and “should the advertisement continue to burn”... There is a lack of data analysis and strategy review. Over time, it is easy to lose the sense of direction.
The actual conference should revolve around core metrics, such as: did impressions, clicks, and conversion rates of this week vs. last week decrease compared to the percentage of natural orders?Why?Has the keyword ranking dropped?Are the prices being held down by competitors?Having tables, numbers, conclusions, and actions is called a “replay.”
5. New product promotion does not rely on passion, but on matching delivery with plans
For example, a student prepared 2,000 new products and was full of confidence. The result was an average of three to five orders per day. It was very frustrating. The problem is that the advertising budget is insufficient, the single volume cannot be promoted, and inventory becomes slow to sell.
A mature new product promotion plan should be broken down like this: What is the target daily order volume?How many positions do you want to promote on the homepage for keywords?How many orders are required?How many clicks?How much exposure?Can the ad budget cover these clicks?Otherwise, it's not that you can't promote the product; it's that you're simply not prepared to “push” the resources.
A mature new product promotion plan should be broken down like this: What is the target daily order volume?How many positions do you want to promote on the homepage for keywords?How many orders are required?How many clicks?How much exposure?Can the ad budget cover these clicks?Otherwise, it's not that you can't promote the product; it's that you're simply not prepared to “push” the resources.
6. Goal management is not “writing a table”, but the chassis of team operation
Operations don't rely on experience; they rely on data; data doesn't look at trends; it's about breaking down structures; every goal requires “quantification+disaggregation + following+ attribution”.
You need to be able to see the nature of the problem from the data, such as: Exposure isn't lost, but the conversion rate is down. Is that the problem?The click-through rate is low, is the keyword mismatch?Naturally, the proportion of orders dropped. Are the advertisements being promoted too vigorously?
Data is like an operational “medical examination report”. Whether you can understand what the problem is determines whether you are an executor who only works or a trader who can find direction.
Systematic thinking is the real solution to the problem of transcending delivery
From the “it costs 300 US dollars to place an order” neon lights, to “click is more expensive than the price”, to high-customer pet products that “have low conversion and the advertisement doesn't work”; from the underlying structure of advertising traffic, to the reverse disassembly of target setting — behind this series of cases, it is actually all reminding us:
Amazon advertising is no longer a “just buy it”; it is a game of system power.
You need to understand not only the surface data, but also who the people behind it are, where the path is, how resources are configured, whether the label can be activated, and how the system identification mechanism works.
Advertising is not only a place to spend money, but also a magnifying glass of the operating system. It exposes problems and also provides direction. So, if you've ever struggled with production being too low, ads getting out of control, and plans aren't working, you might as well calm down and ask yourself these three questions:
Is my traffic structure single and vulnerable?Is my ad placement just “trial and error” without “accumulation”?Is my goal teardown an ideal way to get a head shot, or is it an executable solution for data inversion?
A person who actually runs steadily and operates for a long time must be someone who links short-term investments with long-term strategies.
I hope this content will help you get away from one broadcast anxiety after another and embark on a more penetrating system style of play.
Note: The pictures and data in this article are mainly from screenshots of Principal Lin's practical case
I hope this content will help you get away from one broadcast anxiety after another and embark on a more penetrating system style of play.
Note: The pictures and data in this article are mainly from screenshots of Principal Lin's practical case
The above content only represents the creators' personal opinions. The data is for reference only, and does not represent the official views of Amazon Global Store.
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