eMarketer Insider Intelligence recently conducted a survey on the latest spending behavior of Latin American consumers. Surveys show that e-commerce** is on the rise as the first choice for product searches, even surpassing social networks. There are 134% of Latin American consumers choose to start their product search using their favorite products. The survey also found that more than 50% of Latin American consumers aged 14+ will shop online in 2024, a third more than in 2019.
In addition, according to a study titled "Latin American Consumer Behavior Study 2023", people are also more likely to be influenced by advertising.
Nowadays, Christmas is becoming more and more influential in many markets around the world, and it has become almost a global shopping event. People exchange gifts during the Christmas month, creating a "shopping frenzy". Therefore, it can also be called a big sales opportunity that all cross-border e-commerce sellers cannot miss.
How to "fight your way out" in your own field is a problem that every seller is very concerned about. No matter what the product, "the aroma of wine is also afraid of deep alleys", no matter how good the product is, it also needs advertising to boost.
Good products, good **, plus product advertising to "advertise", can finally be achieved. Meike multi-product advertising is often the "highlight" in marketing.
As the official advertising tool of Meikeduo, it can be said that whoever masters the advertising will win the "half of the sky" operated by Meikeduo.
How to set up ads?
When optimizing and setting up advertising at the end of the year, different hot-selling categories can adjust the amount of advertising investment according to the category trend, product characteristics and competition, and the ACOS** ratio. Sellers can refer to the following three advertising methods:
>>> conservative type
ACOS (Advertising Cost of Sales) can be set to 5%-15% to ensure the seller's profits, and it is recommended that new stores or traffic-oriented brands or products use this strategy.
>>> growth
Increasing the ACOS (cost of sales of advertising) to 15%-30% can take into account the visibility and effectiveness of advertising, and it is recommended that products in the period of stable brand and sales can use this method.
>>> grabbing type
ACOS (Cost of Advertising Sales) can be set to 30% and above, and the ability of advertising under this strategy will take precedence over profitability, which will help sellers to launch new products, or "kill" their own side of the world under the highly competitive product category. This can be done when a new product or when you want to quickly roll out product traffic.
Our sellers can according to the situation of operational strategy and marketing goalsPull the data report of the top 20 similar products on the platform to compare the usage of pads horizontallyThen, combined with a longitudinal comparison of the cost of your own products, you can develop a corresponding advertising strategy.
After placing the advertisement, it is recommended that the seller regularly collect his own data, and the seller needs to summarize and adjust the strategy in a timely manner based on the best situation, so as to help the brand achieve rapid growth during the promotion period and achieve the integration of product and efficiency.
Advertising cannot be turned off or off, and it is recommended that sellers keep product advertisements on continuously throughout the shopping season to obtain higher revenues. The end of the year is a unique time to bring together multiple events, with consumers reporting ample personal budgets for the entire shopping season. Sellers who close or are forced to interrupt advertising have significantly reduced their competitiveness, so it is important to take stock of the turnover rate of goods and maintain the health of the listing, so as to avoid advertising interruptions caused by force majeure.
Then a seller asks: Can the products with the top organic traffic rankings be advertised?Gotta open!
If the sales volume is good and the organic traffic can rank high, there is a certain amount of organic traffic accumulation in the early stage. The advertising quality score will be relatively high, and the budget of advertising should be increased appropriately to play a "first-mover" advantage. If the overall sales volume does not decline if the ads are not opened, it may be that the platform's own traffic has increased during the same period, but it does not mean that the sales volume has not been affected. Advertising can stabilize the product in the front row position with a small budget, which is conducive to cost savings.
When encountering a new product with a high ACOS but no **, how to adjust it?
If the ACOS value of the new product has reached 100% or is significantly higher than the recommended ACOS and the same ad group has been running for more than 2 weeks, it is recommended that you pay more attention to the product**, after-sales, payment method, shipping time and other factors.
During the event, advertising competition is bound to increase, and ACOS rises all boats. Therefore, it is recommended to appropriately increase the advertising budget on the basis of the non-** season. Because you need to spend more on advertising during the period, and at the same time reduce the product to attract users, this can significantly increase the conversion rate.
After the marketing link is done, we also need to respond quickly before and after sales.
Our operating members need to have a deeper understanding of the product, so that the communication efficiency will be higher when buyers come to consult, and the transmission of information will be more accurate, which is more conducive to improving the transaction rate of the product.
The product and marketing promote each other, and the sales volume ultimately feeds back the positive cycle of advertising, and the control of product quality and advertising and marketing are crucial, and these links are interrelated.
How to adjust ACOS for different products?
We can refer to the advertising parameters of the 20 sub-categories with the highest sales increment in December 2022 (which also rose fastest in November 2023) for reference.
Advertising strategies and goals ACOS are not static, festivals, cargo reserves, rates, etc. will affect the formulation of advertising strategies.
In addition to paying attention to shopping, consumers will also actively seek a good shopping experience, such as good after-sales service, fast logistics, and establishing good customer relationships, which can strengthen customer loyalty, and let more people know about your products or services through continuous marketing, so as to better maintain the repurchase rate of customers.
I wish all sellers a continuous explosion of orders, a big sale, and a perfect ending to 2023!
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