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cover of episode #650 - Launching New Products with Amazon Ads

#650 - Launching New Products with Amazon Ads

2025/3/22
logo of podcast Serious Sellers Podcast: Learn How To Sell On Amazon FBA & Walmart

Serious Sellers Podcast: Learn How To Sell On Amazon FBA & Walmart
AI Deep Dive AI Chapters Transcript
People
B
Bradley Sutton
D
Destaney Wishon
Topics
Bradley Sutton: 我将分享我最近在亚马逊上推出新产品的成功经验，重点介绍如何准备产品列表，进行关键词研究，以及如何利用亚马逊广告来快速提升排名。在过去，我们使用过一些现在已经违反亚马逊服务条款的策略，例如利用第三方服务进行虚假搜索和赠送产品换取评论。现在，成功的关键在于掌握核心原则，例如提高转化率、提升客户忠诚度和驱动销售速度。这些原则不会改变，我们可以根据市场变化调整策略。在准备产品列表时，需要进行关键词研究、客户研究和列表优化三个方面的工作。关键词研究包括利用亚马逊卖家中心的“机会浏览器”、Helium 10的Cerebro工具寻找顶级关键词和机会关键词，以及利用历史关键词、品牌分析、竞争对手广告策略和亚马逊推荐关键词等方法，找到最合适的关键词。客户研究包括分析客户评论，了解客户需求和情感触点，并将其融入产品列表中。列表优化包括将关键词融入产品列表中，并根据客户研究结果调整产品信息和图片。在广告投放方面，建议先使用自动定向，然后根据数据调整策略。如果已经做好关键词研究，建议直接使用赞助商品手动定向广告，这样可以更精准地控制广告投放。在手动定向广告中，可以选择精确匹配、词组匹配和广泛匹配三种关键词匹配类型，并根据实际情况调整出价。亚马逊广告的建议出价是根据所有广告位（搜索顶部、搜索底部、产品详情页等）的平均出价计算的，可以作为参考，但不能完全依赖。亚马逊广告投标管理的关键在于平衡盈利能力和可扩展性，并考虑其对产品有机排名的影响。在产品投放初期，可以接受较高的ACoS，以换取更高的销量和曝光度，随着产品排名提升，再逐步降低ACoS。 Destaney Wishon: 我将重点介绍亚马逊广告投放策略，包括三种广告类型：赞助商品、赞助品牌和赞助展示，以及如何选择合适的定向类型和关键词匹配类型。在亚马逊广告投放初期，建议先使用自动定向，然后根据数据调整策略。如果已经做好关键词研究，建议直接使用赞助商品手动定向广告，这样可以更精准地控制广告投放。在手动定向广告中，可以选择精确匹配、词组匹配和广泛匹配三种关键词匹配类型，并根据实际情况调整出价。亚马逊广告的建议出价是根据所有广告位（搜索顶部、搜索底部、产品详情页等）的平均出价计算的，可以作为参考，但不能完全依赖。亚马逊广告投标管理的关键在于平衡盈利能力和可扩展性，这需要根据自身品牌目标进行调整。成功的亚马逊广告策略需要结合算法和客户需求，并根据市场变化进行调整。在投标管理中，需要考虑不同广告位的转化率和成本，并根据实际情况调整出价。可以使用固定出价或动态出价策略，并结合广告位修改器来优化广告投放效果。可以使用Helium 10 Ads等软件来简化投标管理流程。自2023年以来，亚马逊上的付费搜索流量占比显著增加，因此需要重视亚马逊广告投放。 supporting_evidences Destaney Wishon: 'Well, first and foremost, I think it's important to understand Amazon targeting. So within Amazon Advertising Console, we have three different options...'

Deep Dive

Chapters
This chapter focuses on preparing your Amazon product listing for success by conducting thorough keyword research. It covers various methods, including using Amazon's Opportunity Explorer, Helium 10's Cerebro tool, and analyzing competitor strategies to identify high-performing keywords and optimize your listing for better search visibility and organic ranking.
  • Utilize Amazon's Opportunity Explorer and Helium 10's Cerebro for keyword research.
  • Focus on top keywords, opportunity keywords, and historical keywords for seasonal products.
  • Analyze competitor ad strategies and brand analytics for insights.
  • Use Amazon recommended keywords and frequently bought together products for broader reach.

Shownotes Transcript

Ready to launch your Amazon product? In this episode, we discuss the essentials of optimizing your listings and the best ad strategies for driving more sales immediately.

► Instagram: instagram.com/serioussellerspodcast

► Free Amazon Seller Chrome Extension: https://h10.me/extension

► Sign Up For Helium 10: https://h10.me/signup  (Use SSP10 To Save 10% For Life)

► Learn How To Sell on Amazon: https://h10.me/ft

► Watch The Podcasts On YouTube: youtube.com/@Helium10/videos

Join us in our monthly TACoS Tuesday episode, as we explore the essentials of launching Amazon products, featuring expert insights from Destaney Wishon. We start by discussing how to make your product retail-ready, emphasizing the importance of indexing your listing for the right keywords to drive sales. From match types and targeting to effective keyword research methods often overlooked by sellers, we cover fundamental Amazon advertising strategies for 2025. With Destaney's extensive expertise in Amazon PPC and Bradley Sutton’s experience launching over 600 products, they provide valuable guidance for both new and seasoned Amazon sellers.

Listen in as they navigate the ever-changing landscape of Amazon advertising. They recount the evolution of strategies from two-step URLs and giveaways to modern methods that are currently non-compliant with Amazon's TOS. By sharing Bradley’s recent success story of achieving top keyword rankings within three weeks, they provide practical insights into adapting to market dynamics while leveraging core strategies for sustained success. They also focused on optimizing keywords for seasonal products, using mason jars as an example to illustrate the need for specificity in targeting audiences and identifying seasonal trends and opportunity keywords.

Finally, let’s tackle the art of optimizing Amazon PPC strategies, focusing on understanding customer feedback and incorporating emotional touchpoints into product listings. They discuss bid management strategies, the importance of balancing profitability and scalability, and how successful bidding can enhance organic ranking. Additionally, they cover the significance of tailoring marketing strategies to fit specific product niches and maintaining brand loyalty amidst the shift from organic to paid search on Amazon. Throughout the episode, we aim to equip you with actionable insights and strategies to boost your product's visibility and success on Amazon.

In episode 650 of the Serious Sellers Podcast, Bradley and Destaney discuss:

00:02 - Amazon Advertising Launch Strategies Workshop

01:22 - Navigating Amazon's Ever-Changing Advertising Landscape

10:08 - Optimizing Keywords for Seasonal Products

13:12 - Keyword Research Using Helium 10

18:41 - Optimizing Amazon Advertising Strategy

24:49 - Importance of Keyword Research in Advertising

26:52 - Effective Bid Management for Targeting Types

28:50 - Finding Balance in Amazon Bid Management

35:37 - Bid Management for Sales and ACoS

38:23 - Mastering Amazon Bidding Strategy

45:41 - Discussion on Algorithmic Love and Relaunch