First of all, sellers need to be clear, what is a standard product?

Standard products (standardized products): refers to products with relatively uniform specifications and functions, which are easy to produce on a large scale, and have a high degree of standardization, such as wine glasses, hardware tools, etc.

1. Standard products usually have little difference in price, and consumers often pay more attention to functionality rather than appearance when purchasing
2. It is difficult to refine the selling points of differentiated products, and peers compete for the best
3. Sales volume is greatly affected by brand and price
4. Popular products have a long life cycle, but it is difficult to get started. It takes time to accumulate link ratings and link weight in the early stages
5. Standard products often have fewer search terms and fewer traffic entries. Take Case Wrench as an example. At the bottom of the page, you can see 25 results per page. By searching for the core term “Adjustable Wrench” in Brand Analysis - Popular Search Terms, only two pages of extended terms were found.

6. According to public data, in the keywords corresponding to the standard product, brand analysis - popular search terms, it is found that the search terms corresponding to the top three ASINs account for clicks and conversions.

7. In the product selection compass, the typical characteristics of the standard product can also be observed. Everyone will find that the standard product often has one or two attributes with an absolute advantage, and there are few attributes.

(1) In an accurate matching advertising campaign, a single group of words is used to place a single advertising campaign (this placement method is useful for individually controlling the application price of the first page of the ad slot, the remaining positions and product pages, and accurately controlling bidding for different ad slots on specific keywords). Here, I need to remind everyone that the standard product should try not to place too many keywords, or keywords with large differences in search volume, in one advertising campaign, because multiple ad terms are placed in one advertising campaign, and there will be situations where the budget for each ad campaign will be robbed of each other. This is also one of the common reasons why the budget for some keywords with less search volume will be taken away by high-volume terms, and ad slots cannot accurately control the application bid for each term on the three ad pages. This is also one of the common reasons why ad order volume for label sellers is unstable.

(2) In broad/phrase-matching advertising campaigns, a single group of individual terms is also used for individual campaigns. The main marketing goal is to find extended word data or pick up omissions.

At the same time, it is necessary to refute the term itself to prevent the term itself from taking up too much budget and not being able to run out more extended word data.

In addition, it is necessary to pre-emptively deny unrelated keywords, accurately negate irrelevant attributes, and use negative phrases to avoid excessive advertising waste.

Broad matching combined with accurate matching: Broad matching is used to expand traffic, and accurate matching is used to increase conversion rates.
Automated ads combined with manual ads: Automated ads are used to discover new keywords, and manual ads are used to control costs and improve results.

(3) Ad space bidding adjustments: The product should get the top placement on the search results page as much as possible, and increase the percentage on the homepage and the rest of the positions depending on the situation. If it's a new link and there aren't many comments, you can prioritize setting BID+ for the rest of the search results. Because the new link is strong on the homepage, you'll find competitive links with high ratings on the left and right sides of your ad display, and it's easy to see competitive links with high ratings. If your link is sandwiched in the middle, it's very bad for the ad click rate indicator, so you should plan your own delivery direction in stages.

If it is an old link, and the seller's brand also has some brand influence, it is more recommended to promote at the top of the search results (home page) to win a higher position on the search results page, thereby boosting the click-through rate and conversion rate of the advertising campaign.

In Product Ads, 20% of the budget is placed on automated ads, 50% of the main budget is on keyword placement, and the remaining 20% is rated, star rated, and sold at a higher price than ours. These are not as good as our competitors. The last 10% is placed in the product category.

For brands and brand video ads, priority can be given to high-performing keywords found in product ads, and ASINs are targeted at competitive ASINs that we can hit.

In display advertising, while optimizing product search performance, you should also pay attention to the overall promotion strategy of your own product line. You can consider using your own other series of ASINs to target your main drift ASINs and create a complete closed loop.