You'll find that refined operation is even more important. We need to divide advertising into modules, and have a clear plan for every expense. Generally, we will lay out the early promotion of new products into four stages.

In the first stage, what we need to do is prepare everything other than advertising before it is launched. Well, first, we need to pay attention to the preparation of your listing interface, including of course your title, five points, main image, secondary image, video, A+, and 3D. Well, for many old sellers, if they want to beat them, the new sellers can actually not only defeat them in terms of advertising, but also find a track for breakthroughs in the multi-dimensional listing that we just mentioned, and even the multiple interfaces of the brand's flagship stores. Therefore, everyone must improve our entire vision. The second point is review preparation. I don't think I need to go into detail about the importance of this. Well, everyone can use various compliance methods to make your earlier comments and do as much as possible. Well, the third point is that we need to count the ASINs that compete on the same track. The so-called competitive ASINs on the same track don't mean you saw the top 100 in your BSR list; just pull these in and make a comparison. What we're talking about must be a competitive relationship that is really relevant to you. Let me give you an example. For example, some sellers are making mobile phone holders, so in this category, if the phone holder you make has a phone holder on a desk, a phone holder that is placed on the ground, and a phone holder with a triangular rising triangle, this kind of phone holder with different attributes. Well, when we're looking for competitive ASINs, we must look for ASINs that are really relevant to you; that's fine. Therefore, we need to use these ASINs to analyze their keywords, such as the top 100, or even new products other than the top 100, all of which require continuous attention.

The second stage, I call the preparation of a keyword thesaurus. We need to collect new and old ASINs from our peers, then we use some tools to countercheck your peer's keywords, and you need to find the entry point for their traffic terms. Of course, once you've found these keywords, you need to verify their relevance to your product one by one. We recommend that everyone prepare as many keywords as possible to build your keyword thesaurus. Doing so will also help you have a deeper understanding of your products and categories. Searching for a keyword thesaurus is actually very easy. You can first find ASINs such as new and old products, then use the tool to check back and quickly get a keyword thesaurus. Generally speaking, I'll give you an example. For Blue Ocean products, you need to prepare at least 500 keywords. However, to make Red Sea products, you need even more, such as 1000, 2000, or even a larger number of keywords, to guarantee a single entry point for all your traffic. Then, next, we need to categorize them according to relevance. Many people often ask the question of whether we should categorize the keyword thesaurus based on the root or scenario. I'm giving you all a very necessary result. We personally will discover after practice that there is absolutely no need to categorize by root word or scenario. Because in a certain scenario, some keywords may have very high traffic, while others will have very little traffic. Then, if you put these keywords in the same ad group, then ads with particularly high traffic will consume a lot of advertising expenses. Conversely, low traffic will not eat up the budget at all. This will cause problems. We need to filter the phrases based on how big or small the traffic of the words is. Well, break down the words into several stages. For example, words with over 100,000 traffic are a category, 50,000 to 100,000 words, 10,000 to 50,000 words, and 10,000 or less. Well, when we type keywords, we can follow the classification to ensure that the word with higher traffic doesn't take away some of the budget of the word with less traffic. Well, the third is that we need to do a good job of preemptive denial. Because we've researched the keyword thesaurus earlier, it's clear that these keywords are relevant to your product. Well, to do this, we need to preemptively negate these wrong keywords that have nothing to do with you before. If you don't do this kind of denial, you'll find a lot of words that aren't very relevant and will run out to expose clicks. I'll give you an example, and you know it very well. For example, we sell a whiteboard product, so the whiteboard will definitely come with a small accessory, that is, a whiteboard eraser. If you launch an automated ad, Amazon will automatically run the keyword “whiteboard eraser”. At this point, you will find that “whiteboard eraser” will bring a lot of invalid impressions and clicks, completely eating up your budget, and not helpful to this listing. Well, we need to dismiss this kind of unrelated product term in advance, and also reject some words that may cause misjudgment in advance.

Well, the third stage is setting a promotion budget. Well, at this point, we need to make a few points first. As a first step, you need to know your target order quantity and how many daily orders you want to achieve per day. Well, in the second step, we need to set a final stable price for a product. In other words, even if we had to cut prices in the early stages and make some strategic losses, we ultimately need to measure how long the profit generated by the final stable price can be covered. The third step is to calculate your basic gross profit margin. Well, fourth, we need to set an ad share of 10% to 30%. In the fifth step, we need to set a time for the product to be promoted to a stable order volume.

Next, I'll tell you about the fourth most important stage. So let's follow a few steps. First, you need to select 5 to 10 keywords that are more likely to be ordered based on your keyword thesaurus and launch them. We select ad groups that are accurate and broadly matched. Well, in the early stages, if your budget is big enough, you can directly launch automated ads. If your budget isn't enough, we recommend that you just target more accurately and broadly. Then, when traffic is increased later, the budget will gradually increase. Everyone needs to be careful. Be sure to get as much traffic as possible in the early stages. Because you probably don't have enough data for the previous listing after the new product is on the shelves. There's no point in analyzing these data reports every day if you only place a few orders a day. You can only analyze if there is sufficient traffic, whether some products have problems with click-through rates, conversion rates, or in the end, only certain keywords have problems. Next, let's talk about the second step. You need to start around the 3rd week, and you can select competing ASINs to place product orders. I'll give you a little trick. You can use one ASIN group when the product is launched, so you'll find that during peak season, such as when the CPC is particularly high, your peers also always have a big budget and are eating traffic abroad, then they will also frantically post CPC advertisements. At this point, you need to use fixed investment to launch it to rob him of some lost and redirected traffic. Well, the third one is what I want to talk about next. If in the early stages we aim to issue orders, you can run a variety of ad types, such as SP, SD, SBV, SD, etc. Well, if you have a daily budget of a few hundred dollars, you can type in a certain term; it can only cost tens or hundreds of dollars. At this point, you can use multiple ad formats to type this word together, so the entire keyword will start up very fast. Well, the next thing I want to tell you is that during the boutique period data, our main focus is actually the total number of visits to the Amazon back office, as well as your conversion rate. You must guarantee your orders in the early stages, so that your traffic increases rapidly, and then pay attention to the conversion rate. For example, let me give you an example. If you want to type the word AB, then we need to type ABCDE first, then ABC, then AB. These will all have weight on AB. Don't step on a hole; just go up and type the biggest word, because the bid for this kind of word is very high, and it's expensive, and it's difficult to get rid of.