Non-standard product: refers to a product with a low degree of standardization. The appearance properties of the product are greater than the functional attributes such as clothing, textiles, works of art, etc.

Non-standard products have the following characteristics:
1. The price gap of non-standard products is large, and the appearance is quite different
2. The conversion rate for keyword clicks is low, and category lines need to be updated frequently
3. The life cycle is short, and the influence of seasonality is obvious
4. There is a certain range of people, and it is highly dependent on crowd labels
5. The number of search terms for non-standard products is large, and the traffic entry is diverse.

Non-standard product case: Room Rug. In the Brand Analysis - Popular Search Terms Report, you can see that “Room Rug” has expanded many attributes with scenes, materials, colors, audience groups, etc., and the number of keywords is high.

6. Non-standard products: In the Brand Analysis - Popular Search Terms Report, you can see the ASINs corresponding to these keywords. The concentration of the first three clicks is low, and the keyword conversion rate is low. Basically, it is difficult for sellers to form a monopoly on keywords (except for keywords with specific brands).

7. In the product selection compass - category analysis - look at product trend characteristics. Non-standard products, the proportion of each attribute index is scattered, and the attributes are diverse

Before promoting non-standard products, sellers are advised to use product attribute terms as the core, such as color, size, material, etc., to categorize keywords according to attributes, and rank the keyword search frequency. Find attributes that are highly relevant to your product, and mark attributes that are not relevant to your product

When consumers buy non-standard products, they are more likely to refer to their own aesthetic preferences. When it comes to product layout, there are many styles. Through different attributes, such as color, style, size, etc., buyers are given more opportunities to choose and reduce page loss rates.

1. First determine the main SKU to be launched
You can use automated advertising tests, classify according to color or size, and combine purchased and promoted advertising reports to find SKUs that are the main players who have placed orders and are highly popular in the market to be promoted by their own advertisers.
2. Analyze business report data: In business reports, select sub-products with high conversion rates

3. Use ERP software to check and analyze the main traffic layout of competitors, and find a few more competitors. Most SKUs with the most traffic terms are the most popular and best-selling models in the market.

1. Classify keywords: Big words: low prices drive traffic, low budget, such as women's dresses, women's long dresses, and preemptively negate unrelated terms based on the keyword analysis table.

2. Functional terms: attributes that are highly relevant to one's own products, bid according to system recommendations, use a wide range of matches, and give a higher budget, such as butt coverage, slim fit, and sexy.

Later, based on ad data performance, find the “three top words” for keywords with high exposure, high click rate, and high conversion rate, and then start manual placement for accurate matching. Generally, there will be relatively few “three high words” for non-standard products.

3. For non-standard products, sellers need to also pay attention to holiday scene terms, such as: Christmas dress women, combined with Amazon ABA analysis of search trends over the past five years, to increase marketing and advance layout when the peak season approaches.

At the same time, it is necessary to find relevant traffic for non-standard products for ASIN targeting. There are six major source reference dimensions: search results page, own listing page, BSR list, new product list, advertising report, brand analysis - shopping basket analysis.

Example: Room carpet Room Rug. For non-standard products, there is almost no single word traffic monopoly, but order keywords are scattered, so when placing keywords, sellers can place multiple keywords with the same traffic level in one group and place them according to one advertising campaign. It is recommended that no more than 20 keywords with the same traffic level be placed in one advertising campaign. At the same time, it is necessary to refute irrelevant attribute terms in advance to avoid excessive and unnecessary waste in advertisements.

Non-standard product suggestions can use dynamic bidding - only reduction. This kind of bidding strategy can help non-standard sellers avoid part of the traffic that is not conducive to conversion in order to control advertising costs because there are many words to be placed and many advertising campaigns created.

In most cases, non-standard products are more efficient at ordering on the product page, because throughout the shopping journey, customers will habitually jump back and forth multiple times to find products that are more in line with their own aesthetics in the product detail page. Therefore, it is not recommended to set too high BID+ on the two pages of search results for non-standard products and allocate more budget to the product page.

There are two important directions in the overall advertising structure layout for non-standard products. One is keywords, and the other is related traffic. When putting keywords, the focus is on placing manual keyword advertisements to broadly match first-level terms, functional terms, scene terms, etc., to cover more traffic entrances. Because non-standard products, even leading sellers, can hardly monopolize specific terms, and orders are scattered, so using a wide range of matching and covering more types of keywords can make order volume more stable. This is why broad matching is the reason why broadly matching is the reason why broadly matching is the reason why broad matching is necessary.

Another important direction is the layout associated with traffic. It's not difficult to understand. Just like everyone is shopping, today they want to buy a short-sleeved item, went through several brand stores, chose a few of their favorite styles, and suddenly saw a pair of pants that went well with this short-sleeved one. They probably just bought it together, so the associated traffic and the traffic of similar and complementary products is also very important for non-standard sellers.

Sellers can use a variety of ad types to display their products in front of the audience and customers as much as possible, get more traffic and reach a steady increase in their non-standard product link order volume.