Salsify：亚马逊广告中的内容优势分析报告（英文版）（17页）.pdf

1、EbookThe Content Advantage in Amazon AdvertisingHow Improvements to the Product Page Help Brands Win on Amazon&2Table of contentsExecutive Summary.3About Kenshoo.17About Profitero.17About Salsify.17Act Now to Take Control of Your Destiny on the Digital Shelf.16Ecommerce Spikes Amid Pandemic,Ad Spend

2、ing Shifts to Amazon.5Successful Amazon Ad Strategy Requires More than Spend.7Methodology.16 Better Content Leads to Higher Conversion.8 Better Content Increases Your SERP Rank.10 Better Content Improves Your Sales Funnel Metrics.113Executive Summary Brands are struggling to endure the onslaught of

3、coronavirus,leading many to increasingly turn to ecommerce channels to advertise and sell their products.The rush toward this remaining opportunity creates intense competition for shoppers eyes and dollars.To survive and thrive,you need a way to more efficiently use your ad dollars to win ad auction

4、s and stand out to consumers,especially on Amazon.Focusing on driving quality content deeper and deeper into your product catalog can help your products outperform those with lower quality content,driving greater ad spend efficiency.This is because even marginal content improvements can significantl

5、y reduce your cost-per-conversion to win Amazon sponsored product ad auctions.Kenshoo,Profitero,and Salsify analyzed product detail pages(PDPs)and ad performance across millions of products in multiple categories on Amazon to examine the effect of content on conversion and ad spend efficiency.Heres

6、how content can drive ad spend efficiency to defend and improve your profitability:Better content leads to higher conversion:A-rated content on Amazon had 21 times more conversions than F-rated content,with a 53%more effective conversion rate.As your product content improves,your pages better suppor