[Advertisement] Amazon Exclusive Catalog "Minimum Advertising"
Maximum effect with minimum effort: "Minimum Advertising"
You've created an Amazon exclusive catalog for a set or assortment, butit's not selling at all.
In the early stages of creating a catalog, this is a common situation.
Since you don't want that to happen,you want to run ads!
But you don't want to spendtoo much money!
For those people, I recommend this "Minimum Advertising".
To give you the conclusion first, "Minimum Advertising" is
simply running "piggyback ads" on the original single-item product catalog
. In other words,
"Hey you, looking at that single item! This 3-piece set is a better deal, so check it out!
"
It is an advertisementto make some noise.
It is very simple and effective, so please remember it.
Now, before setting up the Minimum Advertising...
Is it even being viewed in the first place?
Let's properly check "how much that product is being viewed".
If it is alreadybeing viewed a lot, there is no need to run ads.
The problem lies elsewhere. (Mainly price)
How to check if the product is being viewed? is as follows:
Seller Central Menu
=> Reports
=> Business Reports
=> Detail Page Sales and Traffic by Child Item
When you open this page, you can check the past 30 days of
✅number of visitors by product (sessions),
✅number of views by product (page views). (Period can be changed)
If there are300 or more visitors (sessions) per month,there is no problem. That product isbeing viewed by over a dozen people a day.
Minimum Advertising Setup Procedure
Based on the above, pleaseset up the Minimum Advertising using the following steps.
■ Sponsored Products Ads
Seller Central Menu
=> Advertising
=> Campaign Manager
=> Create Campaign
=> Sponsored Products (Continue)
Once the ad setup screen launches, please set it up using the following steps.
■ Ad Group Name
This is the name for the group of products you are advertising; please enter an appropriate name such as "Product Name".
■ Product
Select your own product to advertise (exclusive catalog product). Search by ASIN, product name, etc., and "
Add" the relevant product.
■ Targeting
Please select "Manual targeting".
■ Manual targeting
Please select "Product targeting".
■ Product targeting
Select "Individual products"
⇒ Enter list ⇒ Check
Exact match (uncheck expansion) *If you also want to display ads for "products closely related to Hondashi," check "Expansion" as well.
[Important Point]
Enter the ASIN of the original single item for the set product here.
(This is the only important part of Minimum Advertising)
Setting the bid amount
If the automatically set bid amount is "20 yen or more," please reset it to "20 yen." This is a measure to prevent unnecessary increases in advertising costs. *If the automatic setting is 20 yen or less, leave it as is. *If you want to be aggressive, 40 yen or more is also fine.
■ Negative product targeting
Do not set
■ Campaign bidding strategy
Select "Dynamic bids - down only"
(Selecting this ensures it will not rise above 20 yen per click)
■ Settings
Enter any name for the campaign name.
(e.g., Minimum Advertising ○○○ [Product Name])
Start: Today (as is)
End: No end date (as is)
Daily budget: 600 yen or more (equivalent to 30 clicks at 20 yen)
*You may increase the budget, but about 600 yen is fine to start. *I will omit the details, but setting it to 600 yen or more enables the "Campaign budget rule control" that can be set later. (Please ignore budget rules for now as they are not used)
*Whether due to Amazon's specifications or otherwise, it takes a few days for product targeting ads to start running.
Show set items to people buying single items
As I wrote at the beginning, this Minimum Advertising is
an advertisement that shows people considering purchasing the original single item an
exclusive catalog of value set items.
It's like saying, "Hey there, ma'am! Buy three now and get 10% off!"
.
By the way,
high-turnover products sold at a reasonable price generally have a
purchase conversion rate (unit session percentage) of around 5%. (You can check this in the business report mentioned above)
In other words, the calculation is that
if 20 customers visit that catalog, one item will be sold
(20 people x 5% = 1 person).
In that sense, a daily budget of 600 yen is logical in that it covers
30 clicks (20 yen x 30 clicks = 600 yen), meaning it is seen by 30 customers =>
one item sells every day
. (In reality, it doesn't work quite that simply.)
The most efficient advertisement: "Minimum Advertising"
To repeat, for exclusive catalogs with many set items or assortments,
[{just before purchasing that single item] customers
[your own value set product]
is what can be called the most effective advertisement.
This is a recommended advertising setting for those who want to get a product catalog they created with confidence off the ground with minimal advertising costs!
Once products start selling through advertisements, they will also start selling through organic searches (natural searches) other than advertisements.
Since this doesn't incur advertising costs, it's pure profit.