亚马逊广告策略：如何通过关键词卡位进入搜索结果首页？
在亚马逊上销售产品，流量和转化率是关键。 当关键词搜索排名越高时，曝光机会越大，流量越多，转化率也就越高。 亚马逊官方数据显示：70%的用户在第一页完成购买，50%的用户选择前3-4位的产品。 因此，通过广告竞价将关键词推到搜索结果前三页（即"卡位"操作），能有效提升产品销量。
Amazon product sales rely heavily on traffic and conversion rates. Higher keyword rankings lead to greater exposure, more traffic, and better conversions. Amazon's data shows: 70% of users complete purchases on the first page, while 50% choose products ranked in the top 3-4 positions. Thus, using advertising bids to push keywords to the first three search pages (known as "positioning") can significantly boost sales.
一、亚马逊搜索结果页的广告位 | Amazon Search Result Ad Positions
除了自然排名外，搜索结果页的广告位主要来自：商品推广广告(SP)和品牌推广广告(SB)，具体包括：
- 标题搜索广告(SB)
- 页首搜索广告(SP)
- 视频广告位(SB)
- 页中广告位(SP)
- 底部广告位(SB)
Besides organic rankings, search result ad positions mainly come from: Sponsored Products (SP) and Sponsored Brands (SB), including:
- Headline Search Ads (SB)
- Top Search Ads (SP)
- Video Ad Positions (SB)
- Mid-page Ad Positions (SP)
- Bottom Ad Positions (SB)
二、如何卡位进首页 | How to Secure Top Positions
通过优麦云·关键词卡位功能，采用螺旋提价方式将关键词精准推至目标位置：
- 选择"SP卡位"或"SB卡位"
- 设置卡位策略：目标位置（如第1页1-4位）、时间段、竞价调整等
- 安装优麦云插件监控排名
- 应用策略到目标关键词
Using YouMaiyun's Keyword Positioning feature with spiral bidding to push keywords to target positions:
- Choose "SP Positioning" or "SB Positioning"
- Set positioning strategy: target position (e.g. positions 1-4 on page 1), time frame, bid adjustments, etc.
- Install YouMaiyun plugin for ranking monitoring
- Apply strategy to target keywords
三、高级卡位策略 | Advanced Positioning Strategies
1. 选择性投放表现好的广告位 | Selective Placement in High-Performing Positions
通过分析卡位记录的曝光、点击和转化数据，找出最佳广告位进行重点投放。
2. 最优竞价策略 | Optimal Bidding Strategy
在保持位置的前提下逐步降低竞价，实现成本优化。
3. 竞品分析 | Competitor Analysis
通过30天排名趋势数据，分析竞争对手的广告策略。
1. Selective Placement in High-Performing Positions
Analyze exposure, clicks and conversion data from positioning records to identify the best ad positions.
2. Optimal Bidding Strategy
Gradually reduce bids while maintaining position to optimize costs.
3. Competitor Analysis
Use 30-day ranking trend data to analyze competitors' advertising strategies.
关键词卡位是提升亚马逊广告效果的有效方法，灵活运用可以显著提高产品曝光和销量。
Keyword positioning is an effective way to improve Amazon ad performance, and flexible application can significantly increase product exposure and sales.
