It is not easy to get traffic during the launch period of new Amazon products. Many Amazon sellers are unable to increase sales when launching new products. So how can you quickly open up a path to sales for new products? Here I will share some tips on how to increase sales during the launch period of new products.
I. How to promote new Amazon products during the launch period?
1. For new products, you can directly run automatic ads. Automatic ads detect your product listing. If the copy is written well, the conversion will be good and the CPC clicks will be low. Otherwise there will be no conversion. But copy is not the only standard for conversion. The main image and price also have a very important impact on conversion. For new products, do not give too high of an ad budget. It is recommended to give 20-30. If a new product gets too much exposure but no conversion, it will lower the product's conversion rate and affect the product's performance. So advertising is a gradual process of adjustment.
2. Manual targeted ads - if the seller's product has high competition, ads can precisely negate big keywords and bid on precise keywords. If products are related, you can create a manual targeted ad to link your own products to each other for mutual flow. Similarly, other manual ads can also precisely negate big keywords and run precise traffic keywords. This method can be used during the new product lightning deal and Prime member discount periods.
3. A common problem with ads during the new product period is that the product has low exposure and non-converting clicks. This usually means the keywords are inaccurate. It is recommended that the seller adjust the keywords.
II. What are some quick tips for promoting Amazon products?
1. Data analysis
Before promoting a product, we must fully analyze the data for the entire category to determine the price range, selling points, and key keywords of the product. In particular, I recommend bidding on small keywords that can grab traffic flow first, not necessarily big keywords.
2. Product copy
It has three parts - price, selling point, and keywords. First let's talk about pricing. When setting prices, we must lock in a price that is different from all other links in the category. Based on the shelf algorithm principle, this can get more exposure. If the price is the same, our link is extremely likely to form a strong correlation with other old links, competing with each other, resulting in our link being unable to grab traffic or even make sales. In the early stages of a new product, the number and quality of reviews for our link will definitely be inferior to old links. Therefore, in terms of product selling points, we must have our own characteristics and highlight these selling points in the title and images to show differentiation and personalization to increase appeal.
3. Reviews
Before advertising promotion, the seller must layout reviews in advance. Because without review support, aggressively opening ads for a new link will likely lead to very poor data. As for how many reviews are needed to stabilize the new link's click rate and conversion rate - we can observe competitors in the same category and price range during their new product early stages, to judge the number of reviews we need to have in the beginning. If our product is simple to use and high quality, I recommend sellers participate in the Vine Voice program.
4. Advertising promotion
Through the first three steps, we have basically selected the keywords. But for most categories, I still recommend sellers start with small keywords. After the small keywords generate steady sales and the rankings keep rising, then go after big keywords. During the new product period, we need to quickly accumulate review-generating orders. If we start by bidding big keywords without enough review support, the data will be very poor. Even if we aggressively promote in the beginning, the conversion rate will still be extremely low. The above four points summarize the layout for promoting new products.
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