亚马逊终极营销指南：站内站外推广策略全解析
亚马逊推广营销策略分为站内推广和站外推广。对亚马逊卖家来说，这是增加产品曝光度、提高销售量、拓展市场份额和增强品牌影响力的绝佳机会。
Amazon marketing strategies are divided into on-site promotions and off-site promotions. For Amazon sellers, this provides excellent opportunities to increase product exposure, boost sales, expand market share and enhance brand influence.
一、站内推广策略 | On-Site Promotion Strategies
亚马逊站内推广是在平台内部进行的广告和宣传活动，主要通过亚马逊的工具和服务来实施：
Amazon on-site promotions are advertising and marketing activities conducted within the platform, mainly implemented through Amazon's tools and services:
1. Sponsored Products广告：在搜索结果中展示产品，按点击付费，可设置预算和出价。
Sponsored Products Ads: Display products in search results, pay-per-click, with customizable budgets and bids.
2. Sponsored Brands广告：展示品牌标志、多产品和自定义广告文本，通常出现在搜索结果顶部。
Sponsored Brands Ads: Display brand logos, multiple products and custom ad copy, usually appearing at the top of search results.
3. Sponsored Display广告：定位特定受众，利用购物兴趣和商品相关性进行展示。
Sponsored Display Ads: Target specific audiences using shopping interests and product relevance.
4. A+内容和品牌注册：创建自定义产品描述和品牌故事。
A+ Content and Brand Registry: Create customized product descriptions and brand stories.
5. 闪购(Lightning Deals)：限时促销活动，可提高销量和排名。
Lightning Deals: Time-limited promotions that can boost sales and rankings.
二、站外推广策略 | Off-Site Promotion Strategies
站外推广是指在亚马逊以外的平台或渠道上进行的宣传和广告投放：
Off-site promotion refers to advertising and marketing activities conducted on platforms or channels outside of Amazon:
1. 社交媒体广告：在Facebook、Instagram等平台投放广告，引导流量至亚马逊产品页。
Social Media Ads: Run ads on platforms like Facebook and Instagram to drive traffic to Amazon product pages.
2. 搜索引擎广告：使用Google、百度等搜索引擎广告定向潜在买家。
Search Engine Ads: Use Google, Baidu and other search engine ads to target potential buyers.
3. 网红营销：与社交媒体达人合作推广产品。
Influencer Marketing: Collaborate with social media influencers to promote products.
4. 亚马逊联盟计划：让其他网站推广者推动流量至你的产品页。
Amazon Associates Program: Have other website promoters drive traffic to your product pages.
5. 亚马逊云服务：利用AWS建立自己的电商网站并进行广告推广。
Amazon Web Services: Use AWS to build your own e-commerce website and conduct online advertising.
无论是站内还是站外推广，都需要制定好战略和预算，持续监测广告表现并及时调整，才能获得最佳投资回报。
Whether on-site or off-site, you need to develop good strategies and budgets, continuously monitor ad performance and make timely adjustments to achieve the best ROI.
