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如何在降低Amazon广告开支 的同时又不影响广告效果

广告是每个Amazon卖家都非常关心的问题,但是产品不同、价格不同、竞争对手不同、预算不同造成每个人对于CPC广告的理解都不一样。

行业中的大神们对于这个问题都会有自己的一整套思路和方法,这对于卖家的帮助非常大,也非常有用,大家可以更多的与大神们交流,学习。

第一部分:一定要做广告吗?

之前分享了许多Listing优化的经验,大家会发现,Listing优化之后订单会有明显增加。这时许多卖家会考虑不做广告,而是单纯依赖Amazon的自然流量。

但是,大家在这时一定要记住:在没有任何转化率和更多流量支撑的情况下,单纯依赖自然流量是非常危险的。因为这时虽然你有订单,但是订单的上升速度不能够足以让你跑过做广告的卖家,当你的BSR排名上升速度慢于竞争对手时,Amazon降把更多的推送流量给到你的竞争对手,所以不久你会发现Listing的订单会上升很慢,甚至一但订单下降,不久就没有订单了。

所以,如果我们要用一句话明确回答标题中的问题,那就是:YES!必须要做广告!

第二部分:广告预算定在多少合适?

这是一个非常个性化的问题。根据我们自身的经验,我们认为,回答这个问题之前,大家必须要清楚考虑以下几点:

1、你需要做的是为每个ASIN每天制定广告预算,而不是说做为卖家一天的预算应该定在多少,因为每个卖家的ASIN数量和产品都是不一样的;

2、广告预算应该包括2个方面的内容:以ASIN为单位的”每日预算” 和 “默认竞价”;

3、以上预算的投入越低,广告成本越高。简单一句话而言:你购买更多流量,才能有更多转化。投入少了,也许还没看到效果,广告费就花完了。

大家也许会发现,许多大卖家每天的Amazon CPC广告费都是以“万元”为单位计算。虽然我们不建议中小卖家用这样的开支来去进行广告投放,但是大家要知道你对于广告的看法不应该把它当作“开支”,而是应该把它看作“转化成本”,也就是说,你在广告投入后的1-2周时间里就应该知道投入多少广告费会带来多少订单。

之前对于以ASIN为单位的“每日预算”和“默认竞价”的预算给出了一个出价标准的建议,在我们观察来看,低于这个标准也许你的广告效果不会非常好。

第三部分:为什么广告没有效果?

这也是大家非常关心的一个问题,许多CPC广告经验不丰富的卖家会发现,投入广告后会出现两种情况:

广告费用不完:这一般是由于你的Listing转化率很低,Amazon根本不愿意推你的原因。解决这个问题比较容易,直接赠送几个产品出去,提高转化率就可以了;

广告费用完了,但是订单很少:遇到这个问题你相对考虑的因素要复杂一点,

造成这个问题的原因一般包括:

(1)广告投入太低,所以引流有限;

(2)产品页面过于简单,图片数量少、不精致,产品没有A+图文描述,产品描述模糊;

(3)页面中有差评:这个问题最要命,客户已经到了你的产品页面CTO是有了,可是看到差评之后马上决定不够卖了,多遗憾!

(4)投放关键词错误,也许客户搜索词(Customer Search Term)和你的产品根本没关系!

总之,广告是Amazon运营的关键一步,你需要能够通过每天后台数据分析并对Listing和广告关键词作出调整,毕竟烧的是自己的钱啊!

第四部分:应该选择“自动投放”还是“手动投放”?

这也是一个比较困扰中小卖家的问题,因为如果大家在实操的时候还会发现这个问题会衍生出来以下问题:

应该为1个还是多个ASIN设置自动关键词?
应该为新产品还是已经有销量的产品设置自动关键词?
自动关键词需要每天做还是做了一段时间停掉?

对于以上问题,业界大神们也都有各自的方法和思路。这里荟网只是给大家一点自己的体会,请大家自己判断。我们的方法是:

第一步:对于所有没有做过CPC广告的新品开设一个广告组,并开始进行“自动投放”广告;

第二步:观察至少1周,把有转化或者转化率较高的ASIN列出来,为每个ASIN开设一个单独的广告组,把以下三种关键词设置为“广泛匹配”,并进行“手动投放”广告:

自动投放时中有转化的关键词

手动投放设置时Amazon“建议的关键词”

从Merchantwords中找到的准确的大流量关键词

第三步:每天观察卖家中心后台的“关键词花费”、“贡献销量”、“ACoS”,同时每3天看一次“自动关键词投放报告”,并把高转化率的关键词设置成“手动广告”中的“精准匹配”或“词组匹配”。

总而言之,你应该用Amazon提供的3种广告功能达到产品在不同销售阶段的目的,即:
自动关键词:看所有新品中哪个新品配合哪些关键词能够通过广告更快提升销量;
手动关键词+广泛匹配:为每个ASIN进行每日的细化分析,精准筛选高转化率关键词;
手动关键词+精准/词组匹配:为每个ASIN建立高转化率的广告组

第五步:如何缩短广告起效时间和每日广告费?

按照以上的方法,大家应该会发现自己的广告效果会有明显改善。但是,即便对于熟练卖家而言,完成以上工作的时间可能需要1个月左右。

为了帮助大家更快找到精准的高转化率关键词,荟网最新推出了的关键词分析和评估服务,大家降通过这项服务节省大量广告预算,并可以大大缩短关键词分析时间,精准锁定高转化率关键词。具体的分析内容包括:

1、精准高转化率关键词列表
这包括了你要通过1个月左右的广告投放才能得到的关键词,可以让你有的放矢,直接瞄准精准关键词进行精准广告投放;

2、精准类别分析
精准类别的选取时Amazon推送流量的关键所在,准确的类别分析可以让你在提高转化率的同时快速获取更多Amazon的精准自然流量,提高订单数量!

3、竞争对手转化率分析
荟网在每月5天的线下培训中反复强调过,Listing上架之前,一定要按照竞争对手的BSR计算自己每天的转化率目标。现在,我们将能够为荟员准确评估竞争对手的每日接单数量,让大家知道如何超越!

这将为大家节省大量的广告投放时间和精力,在降低每日广告开支的情况下,更进一步提升广告效果!

http://www.wearesellers.com/question/3948

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知己之极限

最近需要处理的意外或者计划之外的事情格外多,计划内的事情虽然更重要,但是这些琐事出于人情和情绪也是我必须顾及到的。

我跟Mrs Sun 说起我过去的2年,我说在DM时我是有意在测试挑战自己的极限,而去年却是要让自己找到并学会适合自己的各种方法或途经—如何从各种极限状态快速恢复到最佳状态。一开始我以为她懂了,到最后我才知道,她和其他人一样着眼于过去一年的我是在逃避,认为我在自我懈怠、懒拖。我不知道她是因为工作习惯或者工作目标而特意要以这样的方式来说服我,还是其他原因。

多线程处理事情在工作上我是极其熟悉,但一旦把生活上的加进去,会因为节奏把握不好 让我觉得自己做不好,或者无法让他人觉得满意。

昨天我在书上划了一段:“不是为了生存不得不做的事情,不是自己不喜欢而硬要去做的事情,不是为了应付别人的事情。”这么多的“不是”的反面混合在一起才是我部分真实的生活,不否认我也还有部分生活尚可以按照这样“不是”的标准在运行。感觉近来自己的话越来越少,一来可说的太少,二来能说的太少。

 

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亚马逊PPC优化思路:ACOS应该在8%左右是最好的?

PPC(Pay Per Clicks)又叫CPC(Cost Per Clicks),是Amazon的站内广告。很多人说PPC的ACOS应该在8%(X%)左右是最好的,其实这是一种非常不科学的说法。我们来假定一些参数,以数学模型的方式来分析一下站内广告的优化思路。
ACOS的表现是判断一个广告优劣的重要因素,我们来分解一下ACOS。在不考虑其他因素的情况下,ACOS值越小越好:
ACOS=Spend/Sales=(Bid*Clicks)/(Price*N)
ACOS的值越小,要求Bid(单次点击费用均值)*Clicks(点击次数)越小,而Price(销售单价)*N(订单数量)越大。
我们来看看每个变量对ACOS的影响权重。Bid值其实是非常有限的,以美国amazon为例,Bid值的范围不过就0.5$-2$之间,而Clicks我们当然希望是越多越好,那这样看来,分子的值范围是非常有限的。分母Price和N的乘积范围却是很大的,因为客单价范围很难界定,在Bid,Clicks,N均不变的情况下,Price的高低其实决定了ACOS值。
那么一个单价为10$和单价为100$的商品在做PPC的时候,点击单次费用幅度Bid的值域是有限的,Clicks我们又追求更大的数值,而销售单数我们也是要求更大。
所以我们得出的第一个结论是:ACOS的高低其实很大程度上取决于销售单价Price。
所以我们在判断ASOC的高低时,有个前提就是销售单价,不同区间的单价,我们对ACOS的判定标准是不一样的。
接下来我们再来分析一下CTR。
CTR=Clicks/Impression
转化率是Amazon飞轮理论中很重要的一个因素,可以说是贯穿了Amazon系统设计的始终,广告当然不能例外。Amazon每天从facebook等站外媒体上购买大量的流量以及自身消费者每天的搜索流量,他当然不希望这些流量形成不了转化。而在广告中形成转化的前提是Clicks,没有Clicks就一定没有广告的销售转化。所以,CTR在广告中就扮演了非常重要的作用。
CTR的高低直接决定了广告效果的高低。
所以第二个结论是:CTR越高越有利于转化销售。
我们既然知道了两个结论,那从这两个结论中,做一个数学分析的模型来看看,我们优化的思路应该是什么。在这里我们假设恒定单价。我们从ACOS和CTR两个维度来分析。
为了方便,我们用简写来代替全称。
I(Impression)
C(Clicks)
CTR(Impression/Clicks)
S(Spend)
T(Sales)
ACOS(Spend/Sales)
K(Keywords)
我们可以在后台下载销售的PPC广告报表来分析:

ͼƬ1.png

首先从第一个结论入手,我们把ACOS的值做一次升序排列:

ͼƬ2.png

我们得到的结论是K4 K2 K7 K5 是比较好的四个转化销售的词语。我们再来看一个CTR的状态,我们把CTR的大小按照降序排列,看看结果是什么:

ͼƬ3.png

我们可以看到K7 K3 K5 K6 四个是较好的从曝光到浏览点击的词语。综合起来,我们看看最终的结果是什么:

ͼƬ4.png

综合两个表格,我们分析得到绿色区域的K5 K7是表现最优秀的词语,而K1 K8是两个表现最差的词语。
接下来我们就要优化广告了,在有限的广告位中,amazon当然希望CTR相对高且ACOS相对低的词语展示。但是我们如何从这些点入手呢?在广告中我们需要删除的是K1 K8 ?还是什么词语,保留的词语我们又如何跟踪数据?这些都是值得思考的问题。
当然,广告的效果还有其他很多维度,例如listing自身转化率的高低,竞争者出价高低,产品在不同价格,不同品类区间的CTR和ACOS的范围。

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了解了这些比亚马逊A9更重要的算法,你才能做好跨境电商–转载

了解了这些比亚马逊A9更重要的算法,你才能做好跨境电商

做亚马逊有比A9更重要的算法吗?

是的,权力的游戏第七季还有一周才开播,但是有许多亚马逊老司机已经感觉到凛冬将至,Listing即将不保了。

Why!!!

了解了这些比亚马逊A9更重要的算法,你才能做好跨境电商

做亚马逊有比A9更重要的算法吗?

是的,权力的游戏第七季还有一周才开播,但是有许多亚马逊老司机已经感觉到凛冬将至,Listing即将不保了。

Why!!!

因为近期有动不动几十亿并购的大卖家开始通过海运、海运、海运,玩海外仓,打价格战啦!!!

一、资金杠杆的算法

许多朋友还不了解资金杠杆的亚马逊玩法,简单的举例,如你的材料采购资金为0元,银行信用贷款100万,一年周转5次,即500万的销售额,预算一年的利润为50万,而银行贷款利率年化假定约为10%,则资金成本为约为借100万一年约10万,你因为银行提供的资金多挣了50万,减去10万资金成本,预计利润将40万,当然,你说你只能周转3次,那一年的预计利润将为30万减去10万利息为20万元,如果您没有这100万信用贷款,则利润为0元,这个算法,明白了吗?

二、征信污点破解的算法 

许多老司机在早年创业的时候,个别信用卡经常欠一点尾数没有还清,以为没有办法融到资金,所以一直还是能过亲戚朋友周转,但是实际上有方法可以解决,这个算法的破解,将现场传授。

三、没有抵押不能融资的算法

许多中小卖家以为没有在深圳购房,或者没有质押物,将没有办法低资金成本融资,实际上现在许多银行已经可以凭亚马逊或ebay等平台账号做出数据贷授信,这个时侯,你是不是可以调整铺货产品价格,做大数据,养一些数据交易量的账号只是用来引进融资资金,转战精品获利呢?这种打法,特别像我们店铺中的平价引流款,个别利润款打法吧?只是用在融资,是不是另外一种算法呢?特别是初创的朋友,买一些账号,或者租一些账号利润分成的模式,快速引入资金,开私模做一些利润暴款产品呢?你不是没钱,而没有研究银行的算法。

四、初创团队的真正算法

如果你是深户,从大公司出来创业,正确的算法应该是通过街道办办理失业,再能过一系列手续争取到20万最长二年的无息贷款,进一步能过个人社保或公积金,在银行网贷拿到上限不超过30万的个人信用贷(非深户亦可),这些钱要全部用来买货吗?不!更应该用来招聘优秀一些的人才,因为你的产品可以通过供应链公司订单融资,即由供应链公司负责头程,海外仓,配送等,以货物质押的形式获取融资,卖出后再按天付给供应链金融公司利息与偿还本金,你积累利润即可,这种算法,你了解吗?

五、开不到银行账号的算法

点击这个链接http://yykh.ccb.freeairnet.cn/,提交资料,选择单位“鹰熊汇”即可。

账号公司开户,So easy,账号会越来越贵噢,你懂的。

六、美国市场永久收款手续费为0%?

这个算法美国芝加哥银行跨境电商多账号系统实现,不关联,无汇损,不指定转入特定银行,可自动转账至关联香港公司任意行银行账户。但需要按美国公司一年的维护费1.5万元或更低左右来计算, 1.5万除以1%(一般收款手续费比例)=即年销售150万人民币开户才划算,啊,你的收款手续费降到了千五?感谢中国伟大的收款服务商吧,那你的年销售不要低于300万人民币,当然如果你已在美国做了VE,沃尔玛,则一定会有美国账户,这样维护费少不了,省多一点手续费来对冲吧,至于美国的税负问题,可以选择在免税州,以及你的利润留在在香港,注意,我们建议以香港公司为美国公司股东(你懂的)。7月10号的跨境电商旺季暴单融资大会将会详细讲解这个算法,以及上述及更多算法的实现方法。

跨境电商本质上是一门资金与魅力生意,当您掌握资金算法,有足够的魅力与沟通能力搭建一个团队,有钱发薪水,交培训费提升能力,还愁没有机会爆单吗?

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Amazon上接到恶意投诉的怎么办 ?

发了以上邮件后,对方多半不会回复,这样很好!你按照以下要求写一封回信:

1、很愿意配合Amazon的工作,同时你们非常看重知识产权,因为这是保护包括自己在内的每个卖家的权益;

2、收到邮件后你们做了以下工作:

(1)联系了邮件中的人,但是没有任何回复(最好能够提供你发的邮件截图);

(2)你们要求对方提供相关专利的注册号,但是对方至今没有提供;

(3)你们发现对方是一个个人Email地址,无法查到对方任何公司信息;

(4)你们联系了自己在英国的律师,查看了Amazon的邮件和邮件中提到的产品;

(5)律师强调,你们的产品没有涉及任何人的专利,同时如果对方有异议,你们的律师会与他进行交涉,并解决这个问题;

3、你们相信自己以上的工作可以让Amazon看到自己有足够的诚意解决这个问题,同时如果Amazon需要你们的律师介入这次争议,你们可以让律师参与调查。

4、希望Amazon尽快解除对账户的限制,如果需要你们的配合,请发邮件。

最好能够同时提供你在美国递交专利申请的回执

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简述我如何去实施Deals/社交媒体/红人博客/论坛营销的推广

简述我如何去实施Deals/社交媒体/红人博客/论坛营销的推广

Deals:deals就是折扣网站,上面每天有大量的折扣产品,很明显用户去折扣网上逛都是奔着购买打折产品去的,相比社交媒体和红人博客和论坛营销,通过deals网站引流到独立站和亚马逊listing的转化率无疑是最高的。

有的deals网站可以免费发布商品打折信息如美国的sd和fatwallet和英国的hotukdeals和德国的dealz.de和法国的dealabs和加拿大的redflagdeals等,有的必须和deals网站合作比如knjia和dealnews和1sale和dealmoon等,有的必须独立站网站联盟合作的如groupon。

可以自己发帖的deals网站类似于论坛分享是严禁商家有推广信息的,所以如果自己去发帖推广信息很容易被封杀账号和ip,一般采取的方式是联系该网站编辑或者寻找该网站上的发帖频繁的人员,可以通过社交平台或者论坛发任务贴或者朋友介绍寻找。

很多免费deals发帖网站对feedback有要求,比如sd要求feedback满1K和hotukdeals需要feedback满1k同时是当地信息注册的平台(如果发现是中国卖家注册的信息,绝大多数被删和封品牌),如果没有达到要求,产品质量和review都是四星级以上,客户反馈很好,价格又相对降低,可以付费的联系contact发信息和advertise里邮件联系付费负责人合作,由于这些网站每天都会收到很多合作信息,他们很有可能不会打开我们发的邮件,所以同时点击这些网站Facebook里相关留言区留言和同时私信。Twitter也发私信。并一一做好记录,以便后续跟踪。

社交媒体:社交媒体对于品牌的曝光特别是独立站的推广效果最为显著,特别是Facebook和YouTube的测评和giveaways引流。YouTube一般是搜索推广产品关键词加上review或giveaways,选择订阅人数超过10k和每个视频平均观看量最少5K做相关产品unboxing review和一个星期内有做过视频的YouTuber,一般和联系deals编辑一样,也去联系邮箱和Facebook和Twitter私信,并一一做好记录,做产品review要求达人在视频里放入亚马逊listing链接和产品独立站链接引流并附上折扣码,如果达人愿意的话,也可以给予通过折扣码购买的每个单一定的佣金给达人。Giveaways是给达人寄3到5个产品,他用这些产品送出去邀请别人订阅他的YouTube和Facebook和Instagram频道,同时也给与折扣码吸引他的粉丝进入亚马逊listing和产品独立站链接引流,同样,如果他愿意也可以抽取每单一定的佣金给他。这些是对于寄样品免费得到产品的达人。如果需要付费,我们可以先付一半费用,在他的视频上线后再付另一半,或者直接让他视频上线才一次性付清,降低风险。

同样的方法也适用于Facebook里搜索找到相关的达人和红人博客。

论坛营销,论坛也是一个对品牌互动和曝光的平台,我们可以采取让论坛活动者抛出产品话题和测评review和sponsor付费开通分论坛和banner广告的方式来做品牌曝光,具体操作我之前有分享,现在复制粘贴如下:

1、通过在谷歌输入关键词查找相关的论坛,比如推广的产品是earphone,在谷歌里输入earphone forum,你会找到与earphone相关的很多论坛,如head-fi.org就是其中一个知名的论坛;

2.点击进去,然后点击这个头像,注册论坛,我们可以连接Facebook或者使用邮箱注册;

注意邮箱最好选择国外的gmail邮箱和微软Microsoft aol邮箱等,账号严禁用你的中文名如yuwei2016,以免引起老外的反感。

3.注册成功进入申请注册的邮箱里点开连接激活账户;

4.搜索框输入关键词搜索review,寻找测评人员;

5.联系测评人员,点击账号名称,给他pm(发私信personal message),私信最好一天一次,或者几天一次避免被封账号,reddit上私信一天几次不会封,最好是通过邮箱或Skype联系,比如https://forum.xda-developers.com 上profile上就留有邮箱,给他寄产品让他做测评或者抛出产品话题,比如什么产品怎么样,大家有没有用过?

6.确定产品和合作方式,要求测评人员寄送地址或者给他折扣吗FBA发货,和站内测评要求一样,收到产品一个星期内安排测评;

7.联系付费about或advetise根据要求开通付费banner和分论坛版块;

同时,为了回馈广大朋友对本人的分享的支持和点赞,精心归纳整理站外推广实操,手把手教你,让你最快速最有效地突破亚马逊和独立站流量和订单瓶颈,有需要加本人微信18988794765联系

我们站外实操分享将在每周一晚8点准时开始 手把手教大家做好站外 1. 包括如何联系红人,借助他们的力量帮忙最快速有效宣传推广,2. 如何跟踪竞争对手,为什么别人的listing一上就有销量  周一:站外deals 实操分享 1个小时 包括15分钟讨论时间 周三 分享Facebook 和Instagram 和youtube红人营销1小时 包括大概15分钟讨论时间 周五 分享PR社交媒体网站和论坛红人营销推广实操1小时 包括大概15分钟讨论时间

好文来源:http://www.wearesellers.com/question/2436

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A-Z的处理方法和思路

A-Z的处理方法和思路

客户发起A-to-Z后,七天后如果卖家不处理不申诉那么亚马逊会自动给买家退款,不仅扣分还影响ODR指标。但是一定要注意,如果卖家直接退款,也是扣分和影响ODR指标的。

所以根据经验,在这七天内比较合适的做法是:
1. 先得体礼貌地联系客户跟他协商他撤销AZ(要明白,客户开了AZ就已经是在很不满意的状态,邮件一定要把握好)。当然结果是有的客户能理解并撤销,然后AZ的状态就是claim withdraw(邮件务必要跟进,如果协商好了七天内客户没来得及撤销要及时申诉), 这时候要根据邮件协商实现尽快实现自己的承诺。 对于不愿意撤销的客户,请看下一条。
2. 不愿协商的客户就直接申诉,如果确实是自己有理自己没有错要一一列出证据提交等待判决(一般未收到的货胜诉率90%,商品质量问题的50%)。如果自己有错在先但不是很严重的话可以跟亚马逊求情协商先关闭AZ,然后承诺自己一定退款(亚马逊关闭claim closed 也不会影响ODR和扣分),亚马逊可能会同意。。。。。

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立场与态度

不知道要以什么样的立场来产生态度,或者什么样的态度决定哪种立场。
突然觉得无地降落,很多人和事我不知道该如何安放,但总不能让他们和我一样悬浮于空中, 归根还是我的问题吧。

阿梦和我很不一样,如果她是顺我,那我则走的是逆它,所谓的命理天格运气在逆它的面前毫无防护之力,这跟我看没看这些以及相不相信没有多大关联,因为我始终不是阿梦。我记得阿梦许多年前写在日志里的种种大大小小的愿望和理想,但她是一个没有实现自己单向自我承诺能力的人,不管怎样,我还是会竭我所能去一个个的帮她践行她曾经的愿望和理想。要是她知道她日志里沉睡的文字有一天可以被我唤醒实现,她会开心吗?至少我希望她开心的。

你没有哥哥姐姐,她曾经在你心里可能有着姐姐般的影子。之子于归,我想我恐怕无法替你出席她的婚礼了,不是我不想去,只是确实无法去,这样的原因你和她都不会相信我吧。

阿梦,我会记得你,但我和你很不一样。

 

 

 

 

 

 

 

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如何运用谷歌google shopping以及操作步骤

如何运用谷歌google shopping以及操作步骤

Google shopping也就是谷歌产品购物搜索,是谷歌开办的产品价格比较,并不收取列表费用和提高排名费用,另外,在销售上也不接受收取佣金,现在还处于beta版。操作流程是把网站的产品以xml文件形式提交给Google Merchant Center(它是专门针对商家上传和管理产品列表而设计的,对商家来说有着更好的使用体验)谷歌通过验证后,谷歌会把提交的产品在网页和产品搜索结果上显示出来。

Google shopping不接受代销的产品,且网站的所有产品必须直接发货给客户。

影响谷歌产品搜索主要因素:

1.标题:产品的标题放置产品关键字,可以提升相关性的排名。

2.价格:尽量找一些比竞争对手价格便宜产品,这样容易在价格上获得优势排在前面。

3.描述:突出产品的关键字,在有限的字数中出现长尾关键字内容。

Google shopping 操作步骤:

1.注册谷歌Google Merchant Center帐号,提交网站基本信息,包括网站验证,地址,邮编等等,(注意:网站验证要几个小时到一天的时间)。

2.组织XML文件格式产品的信息。谷歌官方提供固定的文本格式,有表格,文本形式,RSS1和API格式,文件里包括的必填属性,推荐属性,可选属性。

3.一般选取RSS2.0格式制作,制作完成后,提交给Google Merchant Center后台,一种是提交文件的URL,另一种是提交产品格式文件,提交完成后一般半小时左右就提示成功或者无效。

4.如果提交提示一直无效,可能一方面是文件格式属性的问题,另一方面是产品本身的产品链问题,有的产品不适合做Google Shopping。

5.成功提交,在Google Merchant Center控制面版就可以显示主产品,点击数量以及API数据等。

Google shopping不仅是一个好的产品展示平台,而且还为Google搜索提供一定的内容,也就是当你在Google里搜索产品时,有一些搜索结果页面是Google shopping里面的产品内容。

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图片SEO优化必须要做的八个部分

图片SEO优化必须要做的八个部分

亚马逊发现如果他们的网站加载速度慢了1秒钟,他们一年将损失16亿美元。如何给图片做seo优化,让你的网站更完美。

原标题:图片优化须知的8个小技巧

如果你运营在线商城又或是大型电商网站,图片优化是你必须要掌握的。不仅仅是从吸引潜在消费者,还是增加图片搜索流量,又或是提升网站加载速度,图  片优化扮演者非常关键的角色。但说到图片优化,很多传统意义上的SEO人会说,图片要加alt标签,图片要压缩…这样的粗线条显然是不行的。今天我就和大  家深入分享一下图片优化必须了解的8个知识点。

1. 用结构化数据写产品图片ALT

我 们很容易使用照相机默认的图片编号当做图片们的命名,这样的话对于搜索引擎来说,可能就没有办法辨识图片的内容,从而我们就失去了从图片搜索那块儿带来的  流量,这是非常可惜的,特别是当你的产品有数以万计的话。通常我们可以制定结构化数据规则让技术人员设计程序批量替换图片的alt属性,而无需我们手工操 作。

让我们拿一张图来说事儿,我个人比较喜欢的手表牌子——AP,

图片优化须知的8个小技巧

(图片来源)

点击上面的图片来源可以看到这款表的具体型号,为“爱彼-皇家橡树离岸型系列 26378IO.OO  男士机械表”,这个时候我们就可以思考,访客的搜索习惯是什么?会搜索哪些关键词?在这个例子里面,AP手表爱好者会搜索如下短语:

ap皇家橡树

爱彼皇家橡树

爱彼橡树离岸

爱彼离岸

当 然最好可以再看一下谷歌统计里面的关键词数据,看看有无遗漏。基本上来说,访客更倾向于搜索品牌词+产品系列的词组组合和变化,那么alt标签的结构化规  则就出来了,可以写为:alt=”{品牌词}{产品系列}-{产品型号}”,即为“爱彼AP-皇家橡树离岸系列-26378IO.OO”,对于产品图片的  描述来说,不建议写过多冗余内容,保持数据结构化,做到关键词辨识度高,关键词信息丰富就可以了,千万不要做关键词堆积。

2. 图片拍摄角度问题

基 本上拍摄产品照片不会只拍一个角度,我们回到之前的ap手表,访客肯定不会满足于只有一张正面照,多角度的去展示手表的美才能更好的吸引访客在你的网站上  停留更多的时间,才可以去激发起他们的购买欲望,所以自然需要拍摄手表的正面,手表的后盖,手表的侧面,手表表盘的细节等等,这个时候如何写alt标签?

最好的方法也是保持alt标签的结构化,继承主图的格式,千万不要去给这些图片一个全新的写法,正确的写法如下,

爱彼AP-皇家橡树离岸系列-26378IO.OO-正面

爱彼AP-皇家橡树离岸系列-26378IO.OO-后盖

爱彼AP-皇家橡树离岸系列-26378IO.OO-侧面

爱彼AP-皇家橡树离岸系列-26378IO.OO-表盘

保持主干“爱彼AP-皇家橡树离岸系列-26378IO.OO”不变,可以让搜索引擎充分确认当前图片系列或是页面就是关于那个关键词,从而让这些图片被图片搜索引擎搜索到的几率大大增加。单枪匹马一定倒下。

3. 关于大图的显示问题

如 果你希望提供更大的图片让用户爽一下,这个思路很好,但要非常小心,不建议将大图直接放在网页上然后用css将图片缩小,虽然你看上去图片变小了,但是图  片的尺寸还是实实在在存在的,这会影响加载速度。相反,你可以先放一张较小的图片,然后提供查看大图功能的选项,不管是点击弹出大图还是另外新页面显示,  都ok。

当然,还有一些人会把大图切成一张张小图做拼接,这样做可以让图片快速显示,但同时一张图片切成小图之后,服务器的请求数会增加,  从而会影响网页加载速度。所以,如果图片的体积实在过大的话,建议为图片专门配置新服务器。对于外置服务器的选择,目前我个人比较推荐又拍,只是需要你花  一点银子。

4. 给图片减减肥

先看看这些数据,

大部分台式机或是笔记本用户不会等待超过3秒的网站加载速度

…在移动设备上不会等待超过5秒钟

亚马逊发现如果他们的网站加载速度慢了1秒钟,他们一年将损失16亿美元

搜索引擎将网站加载速度列入了排名算法之中

如果你大量的网站图片非常臃肿,这将严重影响网站加载速度,如果超过10秒钟,那你等着和你的客户说byebye把。

所以该怎么做?这篇文章或许能帮助你。

图片文件应该多大?

有些理论说图片的大小应该保持在70kb以下,不过这个有时候是很困难的,特别对于大图片来说几乎是不可能的,除非你不求清晰度。我个人倒是觉得,不要用一个标准去限制每一张图片的大小,关键在于,我们有没有去执行,有没有看到我这篇博文后去真正压缩图片,这才是关键。

5. 用对图片格式

目前有三种非常流行的图片格式,他们是JPEG,GIF,和PNG。让我们来看看他们有何不同,

JPEG (或者说 .jpg)  是最常用的图片压缩格式,支持最高级别的压缩。通常,对于显示要求比较高的图片来说,JPEG格式展示的图片效果较GIF和PNG有明显的优势。

GIFs (.gif)  的图片显示质量要比JPEGs逊色很多,通常用作非常简单的图片展示,比如素材或者装饰性图案,gif也可以用来制作动画。gif不适合用作高显示质量的图片。

PNG 图片是比gif更好的选择,因为PNG图片支持的色彩要比GIFs多。此外,和JPEG一样,PNG反复保存也不会影响图片质量,而且对于小图来  说,PNG占用的体积极小,PNG完美支持透明背景,所以一般logo或一般装饰性图案都会选择PHG格式。注意PNG-24图片体积要超3倍地大于同样  情况下的PNG-8版本,对待PNG你要十分小心,看仔细了。

如下是一个例子,通过对比相同体积下(都是24kb)不同格式的图片显示效果:

图片优化须知的8个小技巧

你可以很清楚的看到,JPEG  很显然是获胜者,在同样的体积下,GIFs和PNGs必须以牺牲图片质量为代价。不过话又说回来,如果对于非常小的图片来说(比如小于5K),PNG是比较好的选择,相比GIF,PNG可以在体积很小的情况下依然不会让图片失真。

当我们选择图片格式时,如下一些tips供大家参考,

对于电商网站来说,产品图片的质量要求极高,JPEGs毫无疑问是首选,他们有相对高质量的图片显示且不会占用太大的体积。

绝对不要用GIFs来当做产品大图。不然的话文件尺寸会非常大,也没有很好的办法去压缩它(一压缩就失真)。可以用GIFs做动画或是装饰性小图。

PNG可以作为JPEGs和GIFS的替代,如果你想把产品图片做成PNG格式,尽量用PNG-8而非PNG-24。PNGs同时也擅长处理简单地装饰图而只需很小的体积,PNG将会变得越来越流行。

顺便提一句,大部分的图片编辑软件可以转换以上三种形式的图片格式。

6. 正确看待缩略图

大部分电商网站都有缩略图展示,它可以让访客迅速的扫描到尽可能多的商品样式而不需要再去点击一个额外的页面。

图片优化须知的8个小技巧

缩略图很棒,但是要小心,他们可能是你网站的速度杀手。他们通常会出现在关键的购物流程之中,若因此影响了购物流程的流畅性,额…  那你就可能又损失了一个顾客。关于缩略图,我个人有如下两点建议:

尽可能压缩缩略图体积,缩略图的图片不要过高的追求显示质量,当用户点击到下一层详情页面的时候再给他一张高质量的图片。

尽量不要为缩略图设置alt标签,通常我们并不希望搜索引擎索引的是缩略图而应是产品详情页的高质量原图。

7. 使用图片地图

如果你的网站用JS做图片效果来更好的提升用户体验,你是否担心图片是否还能收录?当然通常来说蜘蛛是不会爬取不显示在源代码里面的图片文件的,但是谷歌对于这点已经很有经验了,通过图片地图的提交,即把图片地址一个个老老实实地列出来,搜索引擎就可以爬行了。

图片优化须知的8个小技巧

对于图片地图,我就不多说了,因为谷歌有许多指导文档来帮助你提升图片的搜索排名,看这里。

8. 留心装饰性图片

非产品类的图片比如背景图、按钮图,边框图等都可算作装饰图,作为一个优化者,你需要仔细去检查这些图片的体积是否过大,是否会影响网站载入速度。

这里有一些关于如何压缩装饰图的建议:

如果只是一些边框类的、或是简单的样式图片,使用PNG-8或者GIFs,你可以创建非常好看的图片并且只占几百bytes的体积。

如果可能的话,尽量使用css来创建一些特殊效果,而非图片。

不建议为网站设置背景图片,如果一定要有的话,在保证清晰度的前提下最大程度去压缩体积。你还可以把背景图当中镂空或保持透明来压缩体积。

好了,今天关于图片优化我就分享到这里,大家有无更好地建议?期待您的留言,咱们一起探讨共同进步。

注:原文来自卢松松博客 http://lusongsong.com/

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FB pixel追踪:Amazon卖家如何利用FB引流数据

FB pixel追踪:Amazon卖家如何利用FB引流数据

通常我们会通过在网站上的目标页面上安装FB pixel,来实现两个功能:

  • 记录流量中的FB用户并创建WCA,用于retargeting投放;
  • 记录访客的重要动作完成情况,用于获取转化数据及自动优(如:product view、cart、purchase等);
对于Amazon卖家用FB为店铺引流 的情况来说,由于无法在Amazon上安装FB pixel,就不能够像独立站一样通过FB pixel来获取转化数据,但是我们可以通过其他的方法来改善利用FB上对Amazon引流中无法追踪数据的问题,今天这里给大家分享两种方法:
方法一:将FB pixel安装至空白的跳转页上,完成数据追踪后(fire pixel)再跳转至Amazon,例如
<!DOCTYPE html>
<html>
<head>
<title></title>
<!– Facebook Pixel Code –>
<script>
!function(f,b,e,v,n,t,s){if(f.fbq)return;n=f.fbq=function(){n.callMethod?
n.callMethod.apply(n,arguments):n.queue.push(arguments)};if(!f._fbq)f._fbq=n;
n.push=n;n.loaded=!0;n.version=’2.0′;n.queue=[];t=b.createElement(e);t.async=!0;
t.src=v;s=b.getElementsByTagName(e)[0];s.parentNode.insertBefore(t,s)}(window,
document,’script’,’//connect.facebook.net/en_US/fbevents.js’);
fbq(‘init’, ’20151218xy’);
fbq(‘track’,”PageView”);</script>
<noscript><imgheight=”1″ width=”1″ style=”display:none”
src=”https://www.facebook.com/tr?id=20151218xy&ev=PageView&noscript=1″
/></noscript>
<!– End Facebook Pixel Code –>
<scripttype=”text/javascript”>
window.location.;
</script>
</head>
<body></body>
</html>
其中window.location.href这里写上对应的产品或店铺的amazon地址就可以了,这种方法的优缺点:
优点:
  • 需要的时间精力较少;
  • FB引流的流量直接到amazon,没有流量丢失;
缺点:
  • 只能完成访客中对FB用户的数据收集,而不能精确到访客动作(如购物车等);
  • FB无法根据转化数据做投放优化;
  • 在FB ads中,只能选择clickto website的广告目标,不能向转化优化;
方法二:建立一个标准的电商网站中间页,在中间页上安装FB pixel;同时在购物车按钮上添加FB购物车追踪,并将购物车按钮的跳转链接设置为amazon的产品页面。在购物车按钮上安装FB购物车追踪的举例
<buttonid=”addToCartButton”>Add To Cart</button>
<!– Add event to the button’s clickhandler –>
<scripttype=”text/javascript”>
  $(‘#addToCartButton’ ).click(function() {
   fbq(‘track’, ‘AddToCart’, {
     content_name: ‘Really Fast Running Shoes’,
     content_category: ‘Apparel & Accessories > Shoes’,
     content_ids: [‘1234xy’],
     content_type: ‘product’,
     value: 2.99,
     currency: ‘USD’
   });
  });
</script>
这种方法的优缺点:
优点:
  • 通过在中间页上安装FB pixel可以完成对访客中FB用户的数据收集,并可以将流量通过到访页面来细分;
  • 在购物车按钮上安装FB购物车追踪可以收集购买意愿更强且更有价值的用户数据,同时购物车的转化数据会回传给FB广告系统来做投放优化;
  • 在FB ads中可以选择websiteconversion目标,同时将购物车作为优化动作来对投放自动优化,获得更好的效果;
缺点:
  • 需要花费的时间精力比较多;
  • 在中间页到amazon的过程中,存在流量丢失;

来源/公众号猎豹广告平台;作者/夏阳

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收集的一些SEO的好用的工具

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亚马逊卖家常用工具

亚马逊卖家常用工具

一键大小写转换 FBA 运费计算器 成本利润计算器 美国商标查询 快递查询
亚马逊推广联盟 有道翻译 官方海卖助手 真假邮箱验证 各国上班时间
海关HS码查询 免费长尾词工具 万能单位换算 可视化编辑器 词频分析工具

资源网站

https://amzhelper.com    集选品/营销/测评于一身的平台。(推荐,查看可以帮你做什么>>>>)
https://asinspector.com    选品数据分析

https://www.junglescout.com    傻瓜式选品

https://trends.google.com/  谷哥趋势
https://t.surtime.com    关键词分析
http://www.keepa.com     历史价格及交易量分析
http://www.famebit.com    找红人的网站
http://www.keyword.io     关键词联想生成网站
http://www.salesbacker.com    给力的催评平台(让买家觉的更像是一个售后服务)
http://amzhelper.com/articleShow.php?id=125

文案编辑:
http://www.onehourtranslation.com    翻译服务,最低7美分一个词 很多语言都可以翻译
http://www.contentproz.net    这个网站是专业的写作文章和新闻稿的外包网站,质量相当不错。价格贵
http://www.iwriter.com    写文章,改写,价格便宜。
http://www.fiverr.com    5美元让老外帮你做事。

几个投诉跟卖的入口:
1、从AM后台Contact Seller Support开case投诉, Report a violation https://sellercentral.amazon.com/hz/contact-us
2、以权利人身份投诉侵权 https://www.amazon.com/gp/help/reports/infringement
3、以买家身份test buy投诉 http://www.amazon.com/gp/help/reports/contact-us
第四个方法:品牌+律师信 专利+律师信 amazon exclusive 重度垂直的产品策略
亚马逊官方邮箱:
notice@amazon.com
seller-evaluation@amazon.com
pq-review@amazon.com
account-confirmation@amazon.com
cn-seller-verification-enquiry@amazon.co.uk
VE申请邮件:vendorexpress@amazon.com
审核卖家评级表现:seller-performance-policy@amazon.com(账号申诉用)
品牌外观专利侵权:copyright@amazon.com
账号冻结后的余额处理:payments-funds@amazon.com
亚马逊总裁贝索斯的邮箱:jeff@amazon.com

受恶意攻击或者敲诈邮件:
标题:feedback abuse report+卖家店铺名发送到:investigate@amazon.com

帐号不能登录怎么移除FBA库存?
联系亚马逊付款的那个邮箱payments-investigate@amazon.com询问你的产品清单,告诉他需要移除库存,他会给你一个产品清单和移除库存的费用、
如果你的账号余额不足的话会给你一个亚马逊的收款账号,你按要求把钱转过去,然后再回邮件告诉他,把地址给他,就给你移除了。
亚马逊各站点绩效团队邮箱:
US: seller-performance@amazon.com
UK: seller-performance@amazon.co.uk
FR: performance-vendeur@amazon.fr
DE: verkaeufer-performance@amazon.de
JP: alliance@amazon.co.jp
ES: performance-vendedor@amazon.es
IT: performance-venditore@amazon.it
CA: seller-performance@amazon.ca
用登录邮箱使用英语发送,发邮件时态度诚恳、并在末尾再次注明你的登录邮箱,方便对方查询。

====DeaL站资源=====================================

 美国

http://slickdeals.net/

http://www.fatwallet.com/

http://deals.kinja.com/

 http://dealnews.com/

http://www.techbargains.com/

http://www.offers.com/

http://www.retailmenot.com/

http://dealmac.com/

http://bensbargains.net/

http://dealsea.com/

http://www.dealmoon.com/

http://www.bargainist.com/

http://www.deals2buy.com

http://dealspl.us/

http://www.spoofee.com/

http://www.reddit.com/r/deals

 

加拿大

http://www.redflagdeals.com/

 

英国

http://www.hotukdeals.com/

 

德国

http://www.mydealz.de/

http://www.monsterdealz.de/

 

法国

http://dealabs.com/

西班牙

http://es.letsbonus.com/

 

意大利

http://www.snapdeal.com/

 

日本

http://kakaku.com/

http://racoupon.rakuten.co.jp/

http://ponpare.jp/

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How to Master Amazon SEO and Move Your Products up the Search Rankings in 2018

How to Master Amazon SEO and Move Your Products up the Search Rankings in 2018

Looking back on the past two years, I’m still amazed at the river of money Amazon has provided for so many people –– from stay-at-home moms to major household brands.

And while it’s not always good news (nothing ever is in business), the opportunity is still very real and I believe will continue to get even better.

However, as more competition has entered the marketplace, it means sellers must bring their best cards to the table if they’re going to win.

When asked to write this chapter, I was thrilled.

I wanted to write a comprehensive guide that not only explained how Amazon’s search engine works, but the specific methods and tools my team is using today to help our clients optimize their listings and crush it on Amazon.

The type of guide that can turn you into an Amazon SEO expert in 15 minutes just didn’t exist… until now.

The beauty and burden of Amazon’s search engine –– aka A9 –– is its simplicity.

Amazon provides a very simple-to-use interface where sellers can populate all the data relevant to their product. Once you know what to put in these fields, it makes it very easy to implement any changes.

However, because A9 is a maturing algorithm, frequent and unpredictable updates are a common point of frustration for many sellers on Amazon.

In turn, I’ve done my best to include the most up-to-date recommendations and tips based on both Amazon’s documentation and our own observations after managing 1000s of Amazon listings.

However, the observations and recommendations I make in this guide are subject to change as A9 evolves. Even the best SEO software and tools can’t predict the future.

Therefore, I encourage you to revisit this guide frequently and check the comments section often.

Take This Book With You

This full guide (all +17 chapters and +50 experts and their insights) is more than 35,000 words. That’s a lot to read on a screen.

So don’t! Download the guide below to print it out, take it with you, and start selling more on Amazon.

Download Now

Amazon Optimizations That Get a 320% Increase in Sales in Less Than 10 Minutes

One of my favorite clients in the entire world is Debbie.

In one word, she’s awesome.

She has passion and truly believes in her products and how they can improve people’s lives.

Unfortunately, that passion didn’t translate into many sales because she wasn’t into all that “technical stuff” and she had done a poor job of building a solid listing.

In fact, she had done a very poor job –– like “how have you even sold a unit?” poor job.

So, on day one my team decided to focus on three parts of her listing: images, title and backend search terms. You’ll learn why these are so important in a bit.

She made the changes and, within 10 minutes, they were updated and live. Then, we waited.

Before working together, Debbie was selling about five units per day, give or take a unit or two.

The next morning, I woke up to four missed text messages.

  • She made two sales before 7 a.m. –– this had never happened.
  • By the end of that day, she had made 16 sales. This has been the new normal ever since.

While I can’t guarantee a 320% increase in sales, I can assure you this chapter will help you bring your absolute best to Amazon so you’re ready to compete and get your products onto the first page of search results.

I’ll first cover a bit about Amazon, A9 and ranking factors in the algorithm.

Then, I’ll dive deep into how to create killer listings optimized for the right search terms that help us to compete with and crush our competition.

The One Thing to Remember for Amazon SEO

If you only get one thing from this chapter, it should be this:

Amazon cares about buyers and selling stuff to those buyers.

That’s it.

Yes, that is quite possibly the most obvious statement made by anyone ever.

But, if you can remember this anytime you are making Amazon product listing optimizations, and balance that with your own interests, you’ll quickly start making decisions that will help your products sell on Amazon.

What differentiates A9 from Google Search or other top search engines is Amazon is a buying platform.

As consumers, we rarely hop on Amazon just for product research. We are usually very close to the point of purchase. Amazon knows this.

In turn, Amazon will continually make changes to test what makes shoppers buy more frequently. Therefore, we need to make changes that will help shoppers convert more frequently.

This includes making our products more visible than our competitor’s, so shoppers find us more often. Additionally, we need to make changes that turn browsers to buyer while keeping in mind the goal of the Amazon search algorithm. Some things to think about when optimizing your Amazon listing include:

  • Should you have more images?
  • What should you put in the title?
  • What price should you sell at?

Just remember, Amazon cares about buyers and selling stuff to those buyers. Help Amazon and you’ll help yourself.

Free Guide to Amazon SEO

CPC Strategy + BigCommerce boiled down everything you need to know about Amazon SEO into a few short, PDF pages.

Get your free Amazon SEO Guide here. 

Say Hello to A9, Amazon’s Ranking Algorithm

I’m going to talk a bit about Amazon’s search engine, but only if you promise not to start using “A9” in every other sentence when you’re talking to other sellers.

A9 is the name of the algorithm Amazon uses for product search. As mentioned earlier, it’s definitely a maturing algorithm and will continue to become more complex over time. A9.com, a subsidiary of Amazon, develops the company’s search engine advertising technology.

However, for the time being, it operates on what appears to be a very simple keyword search method without much, if any, regard for how closely a product matches the query.

Examples of the A9 Algorithm in action:

Let me show you an example of an Amazon product search below.

I’ve used the customer search term “Dr tobias multivitamin” and you can see there are 3 results:

amazon keyword ranking

When I simply add my name “Bryan” to the search, there are no results because Dr. Tobias doesn’t have my name anywhere in their product listing – which is nice to know, I guess.

amazon seo expert

In a more relevant example, look at the search results for “multivitamin” and the number of results that appear:

search ranking

Now, look at how the competition gets dramatically reduced when I simply use the variation “multi vitamin”:

how-to-sell-on-amazon-update

So, the competition has been cut by more than half by simply adding a common variation of the search query.

What does that tell you?

Amazon SEO tip #1: Make sure you’re populating as many relevant terms as possible for your listing if you want to increase your visibility, sales and overall rank in the search results. We’ll discuss the how in a bit.

Essentially there are three things you need to optimize for:

  1. Visibility
  2. Relevance
  3. Conversions

More simply, you want to make sure customers will see, click and buy your product. According to Amazon:

“Customers must be able to find your products before they can buy your products. Search is the primary way that customers use to locate products on Amazon.

Customers search by entering keywords, which are matched against the information (title, description etc.) you provide for a product.

Factors such as degree of text match, price, availability, selection, and sales history help determine where your product appears in a customer’s search results.

By providing relevant and complete information for your product, you can increase your product’s visibility and sales. Below are some general guidelines to improve your product listings.”

So, let’s have a look at the different pieces of the listing and how we can start optimizing each of them. I’ll cover the different ranking factors in the categories:

  1. Product
  2. Performance
  3. Anecdotal

For anecdotal, there’s no supporting Amazon documentation; however, we’ve seen a strong correlation between Amazon Search Engine Ranking Position (SERP) and these factors.

The recommendations I’m going to make below are just that, recommendations. I highly encourage you to understand your contract with Amazon and their terms of service. In particular, the documentation on listing optimization.

Product Listing Optimization

1. Optimize your Amazon listing title.

Your listing’s title is the the most valuable real estate on your Amazon product listing. Your product title is the part of your listing that will have the greatest impact (both positive and negative) on product performance in search.

Per Amazon suggested best practices, your title should contain elements such as:

  • Brand.
  • Product line.
  • Material or key feature.
  • Product type.
  • Color.
  • Size.
  • Packaging/Quantity.

The secret to an effective title is how you order these elements, along with one other major ranking factor: additional target keywords.

In our experience, keyword order and keyword choice can dramatically influence Amazon product sales and rank. First let’s discuss order, then we’ll address our favorite way to determine the best keyword choices for a particular product.

Look at the three images below: do you notice anything different in these 3 pictures?

amazon product listing optimization

These are screenshots of the same product result as they appear in organic results, right rail ads and mobile. Did you notice the HUGE difference between all three of these?

Yes, the number of characters in the title!

Title in organic results typically have between 115-144 characters depending on the product/category. Titles in right rail ads have around 30-33 characters and mobile titles have between 55-63 characters.

So what does that tell us?

We must place the absolute most relevant keywords first. This has both practical and algorithmic implications.

From a practical standpoint, we want to make sure every customer, regardless of search result location, knows exactly what we’re selling.

Anecdotally, the algorithm correlates higher relevance with keywords that appear earlier in the title.

Therefore, we recommend making a list of your most important keywords and strategically placing them before each character breakpoint in the title.

One very common question with clients is if they should use the brand name in the title or not.

This particular company has chosen to use VITA ONE at the beginning of the title. Additionally, Amazon’s style guide recommends leading with the brand name.

Frankly, this is something you should test with your own product to see what converts best. We generally always lead with the brand name to establish our clients’ brands as legitimate companies and not generic “multivitamins.”

One thing to note: don’t keyword stuff your titles.

This was a common strategy a few years back. Both shoppers and Amazon are wise to this and it’s no longer effective and may result in an adverse impact to sales.

The backend search terms, however, are a great place to keyword stuff and we’ll cover that shortly.

The Amazon Seller’s Solution Provider Directory

Connect with experts who can optimize your product listings by checking out our Amazon Seller’s Solution Provider Directory.

Whether you have an existing listing or a brand-new one, chances are you can always make some tweaks to help optimize for more visibility and sales.

The challenge with a brand-new listing is you don’t have any product data to lean on, so it’s important to see what’s currently working for your competitors and replicate that.

Fortunately, there are tools that help us determine what’s working. My two favorite tools are Helium 10 – Magnet and Keyword Inspector.

By looking at competitor listings and using these tools, we can determine the best words and placement to start with.

From there, we can use Amazon PPC to gather data on which terms help our listing convert and optimize for those keywords. We call it the “optimization cycle” (sounds fancy right?).

Optimizing Amazon Product Titles: Action Steps
  1. Use Magnet to research the most popular two or three keywords for your product.
  2. Additionally, use Keyword Inspector to do an ‘Extensive Reverse ASIN’ search on your top competitor (Or, use our free ASIN Lookup Tool!).
  3. Try to pick a competitor in the top three spots with the most reviews. This is generally an indication they’ve been selling longer, which will provide more data.
  4. Once you have these 3-4 sets of data, combine them and remove any search terms that are irrelevant to your product. Then, use a word and two-word phrase frequency counter and start writing out your title based on this frequency.

A great Amazon SEO tool that can help with this is The Helium 10 Scribbles Tool.

You’ll want to make sure the title reads naturally, yet contains all of the essential elements of the product along with target keywords.

Again, look at your top competitors for guidance.

Make use of special characters, like the ones below, to add some style and naturally break up phrases:

  • |
  • ,
  • &

Next, let’s discuss the bullets and how we can further entice shoppers to buy.

Bullets: Another Chance to Increase Conversions, Relevance and Rank

While the bullet points don’t directly impact your rank in the search results, they are an opportunity to influence two very important factors in the Amazon SERP:

  1. Conversion rate.
  2. Product relevance.

The listing bullets are an opportunity to present the features and benefits of your product.

Most sellers will tell you they know this, yet I’m surprised how often people get their product features and their product benefits mixed up.

For example, leather seats are a feature and the feeling of luxury and arriving refreshed are benefits.

Also, just like the title, words used in the bullets will be indexed by the Amazon A9 algorithm and used to help identify your product when customers use the search bar.

However, in our experience, terms in the bullets don’t carry the same weight as those in the title.

2. Optimize product bullets.

Essentially, whatever keywords weren’t used in the title, from the master list you compiled earlier, should be worked into the bullets.

Again, Helium 10 – Scribbles is an awesome tool for building out your listing as it simultaneously eliminates words from your master list as you populate your listing details.

This is also a good time to point out products your listing may be compatible with.

For example, if you’re selling a phone case you may point out several brands and models it’s compatible with.

In most cases, these terms will get indexed so your listing can appear for searches like “Samsung phone case” or “Galaxy S7 phone case.”

Also, if you have a product warranty, most sellers will typically include these details in the last bullet.

In general, we highly recommend testing the copy and order of the bullet points. On occasion, we’ve seen different combinations result in higher conversions.

3. Create product descriptions that tell a story.

Much like the bullet points, the product description doesn’t directly impact rank.

However, it is indexed and will impact visibility.

Additionally, well-written copy with a strong call to action can certainly have an effect on conversions.

This is a great time to tell a bit about your brand and product, while throwing in some valuable keywords you want indexed.

Also, make sure to include a strong call to action at the end.

Make it direct and to the point (i.e. Buy Now, Order Today, etc.).

Again, this is a great opportunity to keep using the Helium 10 – Scribbles Tool and include as many keywords as you can while still writing engaging copy.

Another tip is to make use of simple HTML. My favorite tool for converting text to HTML is Word to Clean HTML. It’s free and very easy to use. Simply paste your formatted text and click convert. You can then paste the HTML into your product detail page.

Backend Search Terms: Keyword Stuff like it’s 2014…I’m Kidding, Sort of

Way back in the early days of Amazon FBA, around 12-18 months ago, people would create the ugly keyword-stuffed titles, bullets and descriptions.

Like really ugly:

selling-on-amazon-24

Thankfully, the market and the algorithm will penalize you for this type of behavior.

However, there is a place you can stuff all of the remaining keywords from your master list: the backend search terms!

These terms are not visible to customers, yet get indexed just like the terms in your bullets and description — similar to the now-outdated meta keywords HTML tag.

This is a great place to type any terms that will compete and long-tail searches as well.

For example, if you sell a sleeping bag and couldn’t stylishly insert the terms “…for camping that fits 2 big-boned people,” the backend search terms are perfect for that.

How to Use Backend Search Terms

Backend search terms are also a great place to drop some Spanish terms, misspellings and words commonly used in your niche. For example, if I sold dog accessories, I may include the top 50 or 100 dog breeds since most owners will search “dog collar for Labrador.” As for misspellings, Amazon says they account for them but our experience shows otherwise, so we include them.

4. Utilize backend search terms.

Just like before, keep using your Helium 10 – Scribbles Tool to knock out the remaining terms you didn’t capture in the title, bullets and description.

There’s no need for commas

Just separate the terms with a space. Another thing to note is you don’t need to duplicate keywords in your listing. Once a term is typed in the title, bullets, description or backend search terms, you don’t need to repeat it anywhere else.

5. Don’t worry about selection.

Selection is named as one of the ranking factors, although we have not noticed a correlation between selection and the SERP.

Performance Optimization Strategies for Amazon Listings

1. Sales are King.

After all the testing we’ve done, nothing moves the search rank needle like sales.

In particular, your sales velocity relative to your competition.

A spike in sales that your competition didn’t see will dramatically impact your ranking position.

As you can imagine, this is very can be tough to accomplish when you first list and appear somewhere on page 20 –– especially when only 30% of customers ever make it to page 2!

Your first option for generating sales is by driving both internal and external traffic to your Amazon listing. This is part of the full management Amazon SEO service we offer our clients.

You drive internal traffic via Amazon PPC and external traffic via outside ads like Facebook, Google AdWords, etc.

Commonly, AMZ Profit Pro clients will use one of the following strategies for their external traffic:

  • Ad to Amazon Listing
  • Ad to Pre-Sell Page to Amazon Listing
  • Ad to Squeeze Page to Opt-In for Single Use Discount Code delivered by email
  • Ad to Product Sales Funnel

Second, you can use a launch service.

Launch services are meant to create a natural spike in sales that moves the product up the ranks.

Ultimately, whether this rank “sticks” will depend on the organic demand for the product once it becomes visible on page 1 or 2. There is some controversy surrounding these services and whether they violate Amazon’s terms of service.

Instead, I recommend Viral Launch. They have a proprietary system that can help move products up the SERP without violating Amazon TOS and they happen to have great customer service.

2. Product Reviews are Queen.

If sales are king then reviews are queen.

Amazon knows customers rely on reviews to make informed decisions about their purchases.

That is why Amazon has been cracking down so hard on fake review services where people are getting paid to write fake positive reviews — and why improving Amazon reviews is top-of-mind for many sellers.

Reviews serve as social proof and let buyers know it’s safe to spend their money on your product.

Plus who wants to “be the first to leave a review for this product?”

Additionally, reviews factor heavily into product rank in the search results.

I can recall a product one of our clients launched that started selling really well from day one with no reviews. However, it could never break past the page 5 mark.

Once the first two reviews came in, the product jumped to page 2.

Sales continued to come in and once the product received its 10th review, it hit page 1 almost the same day.

So the moral of the story is, do what you can to get honest and unbiased reviews as soon as possible.

The first thing to get in place is an email feedback sequence that communicates with buyers through the buyer-seller messaging service in seller central.

Two of our favorite tools are:

  1. Feedback Genius
  2. Sales Backer

With these services, you can write custom email sequences to your buyers that help develop a customer relationship and ask for honest feedback and reviews.

If you’d like to launch a discounted product campaign in order to generate sales and reviews, I highly recommend working with Snagshout (same company as Feedback Genius).

I’ve had the opportunity to speak with the owner of this service and was very impressed by his commitment to making sure their services are always operating within Amazon’s terms of service.

Anecdotal Amazon Search Engine Optimization Strategies to Help Rank

In this section, I’ve lumped a few ranking factor observations we’ve made that aren’t directly documented by Amazon but seem to have an impact on the SERP.

1. Consider using Fulfilment by Amazon (FBA).

Items that are Fulfilled by Amazon seem to rank higher than items Fulfilled by Merchant, all else being equal.

2. Use brand names in your Amazon product listings.

It appears a brand name which also happens to contain the main keywords may help increase organic rank in search.

3. Include seller name.

Same as brand name, it appears seller name may help increase organic rank if it contains the main keywords for the product.

4. Fill out other fields in the edit product page.

Make sure to fill out all applicable fields in the edit product page as some of these have been shown to influence rank position and filtering in search.

5. Quality photos help rankings and conversions.

Not only do quality photos that zoom influence conversions, which certainly impacts rank in search, it appears that more photos is positively correlated with rank in the search results.

FAQs About Ranking On Amazon

Is Amazon.com considered a search engine?

Yes. Although Amazon.com is an ecommerce marketplace it can also be utilized as a search engine. In many cases buyers use Amazon to compare prices and find products they are interested in purchasing. Sellers often use Amazon for market research, when deciding new products to sell online. Additionally, with the introduction of Alexa, Amazon.com data is often used to answer voice search queries.

How often does the Amazon search algorithm get updated?

Amazon doesn’t usually announce when there is an update to their search algorithm. Because of this, it is impossible to tell how often the Amazon ranking algorithm changes change. Luckily the core algorithm tends to be fairly stable.

What is the Amazon SERP?

The Amazon SERP are the results shown to users after completing a product search on Amazon.com. SERP stands for search engine results page.

What are some of the best Amazon SEO tools you suggest using?

  1. Helium 10 – Magnet.
  2. Keyword Inspector.
  3. Keywords Everywhere.
  4. Feedback Genius.
  5. Sales Backer.

A Final Word

If you’ve made it this far, you’re well ahead of most sellers I’ve ever met.

You now know that Amazon’s search engine algorithm has a name and you have a solid understanding of how it works. You also know enough to be dangerous when it comes to the different components of a product detail page and the effect it can have on your rank in the search results, with no Amazon product ranking service required.

Best of all, you have practical action steps you can put into place today.

Finally, I invite you to check out www.amzprofitpros.com for more information and video tutorials that will walk you step-by-step through the process outlined in this guide, including how to use all of the Helium 10 tools.

Until next time, keep crushing it in your businesses and reach out if you have any questions: bryan@amzprofitpros.com. Good luck with your Amazon SEO strategy!

For a different lesson in SEO, check out our guide for planning and executing a B2B SEO strategy.

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