高效SEM推广策略：谷歌竞价与亚马逊广告新功能解析
高效SEM推广策略：谷歌竞价与亚马逊广告新功能解析
Effective SEM Promotion Strategies: Google Bidding & Amazon Advertising New Features
谷歌竞价推广的核心要素
Key Elements of Google Bidding Promotion
在SEM推广中，谷歌竞价推广需要重点关注：关键词研究、出价策略优化、广告文案测试和落地页优化。建议使用智能出价策略如目标每次转化费用(tCPA)或目标广告支出回报率(tROAS)。
For Google SEM promotion, focus on: keyword research, bidding strategy optimization, ad copy testing and landing page optimization. Recommended to use smart bidding strategies like tCPA or tROAS.
亚马逊广告新增优选商品标签
Amazon's New Preferred Product Tags
亚马逊广告新增了两个重要标签：优选广告商品和绿标商品。优选商品是基于机器学习模型预测的高点击率商品，数据显示其广告转化效果比非建议商品高出46倍。
Amazon ads introduced two new tags: Preferred Ad Products and Green Label Products. Preferred products are predicted by ML models to have higher CTR, with 46x better conversion than non-recommended products.
亚马逊绿标商品的五大类型
Five Types of Amazon Green Label Products
- 品牌建设商品 - 提升品牌互动率
- 新品 - 发布90天内的商品
- 趋势商品 - 浏览量增长期的商品
- 预测需求商品 - 未来4周预计浏览量增长
- 基准分析商品 - 销量或转化率低于同类的商品
- Brand Building - Enhance brand engagement
- New Products - Launched within 90 days
- Trending - Products in page view growth period
- Predicted Demand - Expected page view growth in next 4 weeks
- Benchmarking - Products with lower sales/CVR than peers
产品预售的重要建议
Important Pre-sale Recommendations
对于新品链接，建议关闭预售功能。未入库商品自动预售会导致：1) 显示过长的预计送达时间；2) 低转化或零转化流量；3) 严重影响listing转化率；4) 错失宝贵的新品推广期。
For new listings, recommend to disable pre-sale. Automatic pre-sale for unstocked products causes: 1) Long estimated delivery time; 2) Low/zero conversion traffic; 3) Serious impact on listing conversion; 4) Miss the critical new product promotion period.
