This episode explores Amazon advertising strategies for product launches and ranking, featuring interviews with two experts. Against the backdrop of evolving Amazon rules and regulations, the discussion centers on effective ranking methods, primarily focusing on PPC (Pay-Per-Click) campaigns and product testing. More significantly, the experts detail a phased approach to PPC, starting with automated campaigns and long-tail keywords, gradually expanding to broader targeting as reviews accumulate. For instance, they emphasize the importance of daily sales, even if small, to signal Amazon and maintain consistent visibility. As the discussion pivoted to budget management, the experts highlighted the importance of KPI tracking and funnel-based allocation, prioritizing awareness and consideration stages initially. In contrast to solely focusing on ACOS, they advocate for using rules based on conversion rates, click-through rates, and impressions to optimize campaigns. Finally, the conversation touches upon the importance of localized strategies for international expansion, emphasizing the need to adapt keyword targeting and creative content to specific market nuances.
