亚马逊广告成本飙升？2021年最有效的5种SEM推广策略
亚马逊广告成本飙升？2021年最有效的5种SEM推广策略
Amazon Ad Costs Soaring? 5 Most Effective SEM Strategies for 2021
随着亚马逊广告成本持续上涨，卖家们正面临着前所未有的营销挑战。Marketplace Pulse数据显示，2021年5月亚马逊搜索广告每次点击成本已达1.16美元，相比2020年的75美分暴涨55%。
As Amazon ad costs continue to rise, sellers are facing unprecedented marketing challenges. Data from Marketplace Pulse shows that in May 2021, the cost per click for Amazon search ads reached $1.16, a 55% increase from $0.75 in 2020.
一、广告类型选择策略
1. Advertising Type Selection Strategy
亚马逊提供三种主要广告类型：赞助产品广告(Sponsored Products)、赞助品牌广告(Sponsored Brands)和赞助展示广告(Sponsored Display)。
Amazon offers three main ad types: Sponsored Products, Sponsored Brands, and Sponsored Display.
关键数据：
Key Data:
- SB广告转化率最高，达3.5%
- SB ads have the highest conversion rate at 3.5%
- SP广告使用最广泛，占比62%
- SP ads are the most widely used, accounting for 62%
- SD广告更适合品牌曝光
- SD ads are more suitable for brand exposure
二、关键词匹配优化
2. Keyword Match Optimization
广泛匹配虽然CPC较低，但精确匹配在投放后14-30天内转化率最高。建议采用混合匹配策略：
While broad match has lower CPC, exact match achieves the highest conversion rate within 14-30 days after launch. We recommend adopting a hybrid matching strategy:
- 70%预算用于精确匹配
- 70% budget for exact match
- 20%预算用于词组匹配
- 20% budget for phrase match
- 10%预算用于广泛匹配测试
- 10% budget for broad match testing
三、竞价策略优化
3. Bidding Strategy Optimization
建议采用动态竞价策略：
Recommended to adopt dynamic bidding strategy:
| 竞价类型 | Bid Type | 适用场景 | Application Scenario |
|---|---|---|---|
| 固定竞价 | Fixed Bid | 高转化关键词 | High-conversion keywords |
| 动态竞价-仅降低 | Dynamic Bid - Down Only | 测试阶段 | Testing phase |
| 动态竞价-提高和降低 | Dynamic Bid - Up and Down | 成熟产品 | Mature products |
四、预算分配建议
4. Budget Allocation Suggestions
新手卖家建议采用渐进式预算分配法：
New sellers are advised to adopt the progressive budget allocation method:
第一周：$5-10/天 → 数据收集阶段
Week 1: $5-10/day → Data collection phase
第二周：根据转化率调整至$15-30/天
Week 2: Adjust to $15-30/day based on conversion rate
第三周：稳定在$50+/天（针对表现好的产品）
Week 3: Stabilize at $50+/day (for well-performing products)
五、站外引流策略
5. Off-site Traffic Strategies
除了亚马逊站内广告，建议结合以下高性价比站外渠道：
In addition to Amazon's on-site ads, it is recommended to combine the following cost-effective off-site channels:
- Google Shopping广告（转化率比文字广告高35%）
- Google Shopping ads (35% higher conversion rate than text ads)
- Facebook动态产品广告（ROI平均提升22%）
- Facebook dynamic product ads (average ROI increase of 22%)
- Pinterest购物图钉（女性用户转化率特别高）
- Pinterest shopping pins (especially high conversion rate among female users)
总结：在广告成本飙升的背景下，精细化运营和多元化流量渠道将成为2021年亚马逊卖家的制胜关键。
Conclusion: In the context of soaring advertising costs, refined operations and diversified traffic channels will become the key to success for Amazon sellers in 2021.
