疫情下亚马逊PPC广告趋势分析：Facebook与谷歌推广如何选择？

疫情下亚马逊PPC广告趋势分析：Facebook与谷歌推广如何选择？

Amazon PPC Advertising Trends During COVID-19: Facebook vs Google Ads Strategy

疫情危机下的广告投放困境

Advertising Challenges During the Pandemic

疫情危机下，大部分卖家不确定如何在亚马逊上投放广告。一方面，某些产品的需求显著增加；另一方面，供应链延迟、经济环境不确定性和平台政策变化带来了新挑战。

During the pandemic, most sellers face uncertainty in Amazon advertising. While demand surges for certain products, supply chain delays, economic uncertainty and platform policy changes create new challenges.

核心数据趋势分析

Key Data Trend Analysis

基于Sellics对美国、德国和英国市场的Sponsored Products数据分析显示：

According to Sellics' Sponsored Products data analysis for US, Germany and UK markets:

• 广告收入和支出规模增加 | Increased advertising revenue and spend
• 广告点击量上升 | Higher ad click-through rates
• ACoS下降/ROAS上升 | Lower ACoS/Higher ROAS
• 每次点击成本降低 | Reduced CPC
• 转化率波动后趋于稳定 | Conversion rate fluctuations then stabilization

五大关键趋势详解

Five Key Trends Explained

1. 广告支出增长：与2月相比，3-4月德国和英国市场广告支出增长显著

1. Increased Ad Spend: Significant growth in Germany and UK markets March-April vs February

2. 流量上升：亚马逊整体访问量增加带动广告点击量增长

2. Traffic Growth: Increased Amazon visits driving higher ad clicks

3. 广告绩效改善：ACoS下降10-15%，ROAS相应提升

3. Performance Improvement: 10-15% ACoS reduction with corresponding ROAS increase

4. CPC降低：竞争减少导致点击成本下降20-30%

4. Lower CPC: 20-30% reduction due to decreased competition

5. 转化率三阶段变化：疫情初期上升→FBA限制期下降→解禁后稳定

5. Three-Phase Conversion Rate: Initial increase → FBA restriction decline → Post-restriction stabilization

广告策略建议

Advertising Strategy Recommendations

场景1：产品属于趋势类别

Scenario 1: Trending Product Categories

• 增加广告预算 | Increase ad budget
• 把握CPC降低机遇 | Utilize lower CPC opportunities
• 中小卖家特别机会 | Special opportunities for SMB sellers

场景2：非趋势类别产品

Scenario 2: Non-Trending Products

• 产品用途重新定位 | Reposition product usage
• 关键词策略调整 | Adjust keyword strategy
• 加强SEO和内容建设 | Enhance SEO and content marketing

Facebook vs 谷歌推广选择

Facebook Ads vs Google Ads Selection

根据产品特性选择：
• 视觉化/冲动消费产品 → Facebook/Instagram广告
• 解决方案型/高意向产品 → 谷歌搜索广告
• 品牌建设 → 两者结合

Selection criteria:
• Visual/Impulse products → Facebook/Instagram Ads
• Solution/High-intent products → Google Search Ads
• Brand building → Combined approach

数据来源：Sellics广告商Sponsored Products绩效数据 | Data Source: Sellics Sponsored Products performance data