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Facebooks användning av annonsdata utlöser antitrustundersökningar i Storbritannien och EU

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Facebook is facing a fresh pair of antitrust probes in Europe.

The UK’s Competition and Markets Authority (CMA) and the EU’s Competition Commission both announced formal investigations into the social media giant’s operations today — with what’s likely to have been co-ordinated timing.

The competition regulators will scrutinize how Facebook uses data from reklam- customers and users of its single sign-on tool — specifically looking at whether it uses this data as an unfair lever against competitors in markets such as classified ads.

The pair also said they will seek to work closely together as their independent investigations progress.

With the UK outside the European trading bloc (post-Brexit), the national competition watchdog has a freer rein to pursue investigations that may be similar to or overlap with antitrust probes the EU is also undertaking.

And the two Facebook investigations do appear similar on the surface — with both broadly focused on how Facebook uses reklam- data. (Though outcomes could of course differ.)

The danger for Facebook, here, is that a higher dimension of scrutiny will be applied to its business as a result of dual regulatory action — with the opportunity for joint working and cross-referencing of its responses (not to mention a little investigative competition between the UK and the EU’s agencies).

De CMA said it’s looking at whether Facebook has gained an unfair advantage over competitors in providing services for online classified ads and online dating through how it gathers and uses certain data.

Specifically, the UK’s regulator said it’s concerned that Facebook might have gained an unfair advantage over competitors providing services for online classified ads and online dating.

Facebook plays in both spaces of course, via Facebook Marketplace and Facebook Dating respectively.

In a statement on its action, CMA CEO, Andrea Coscelli, said: “We intend to thoroughly investigate Facebook’s use of data to assess whether its business practices are giving it an unfair advantage in the online dating and classified ad sectors. Any such advantage can make it harder for competing firms to succeed, including new and smaller businesses, and may reduce customer choice.”

The European Commission’s investigation will — similarly — focus on whether Facebook violated the EU’s competition rules by using reklam- data gathered from advertisers in order to compete with them in markets where it is active.

Although it only cites classified ads as its example of the neighbouring market of particular concern for its probe.

The EU’s probe has another element, though, as it said it’s also looking at whether Facebook ties its online classified ads service to its social network in breach of the bloc’s competition rules.

In a separate (national) action, Germany’s competition authority opened a similar probe into Facebook tying Oculus to use of a Facebook account at the end of last year. So Facebook now has multiple antitrust probes on its plate in Europe, adding to its woes from the massive states antitrust lawsuit filed against it on home turf also back in december 2020.

“When reklam- their services on Facebook, companies, which also compete directly with Facebook, may provide it commercially valuable data. Facebook might then use this data in order to compete against the companies which provided it,” the Commission noted in a pressmeddelande.

“This applies in particular to online classified ads providers, the platforms on which many European consumers buy and sell products. Online classified ads providers advertise their services on Facebook’s social network. At the same time, they compete with Facebook’s own online classified ads service, ‘Facebook Marketplace’.”

The Commission added that a preliminary investigation it already undertook has raised concerns Facebook is distorting the market for online classified ads services. It will now take an in-depth look in order to make a full judgement on whether the social media behemoth is breaking EU competition rules.

Commenting in a statement, EVP Margrethe Vestager, who also heads up competition policy for the bloc, added: “Facebook is used by almost 3 billion people on a monthly basis and almost 7 million firms advertise on Facebook in total. Facebook collects vast troves of data on the activities of users of its social network and beyond, enabling it to target specific customer groups. We will look in detail at whether this data gives Facebook an undue competitive advantage in particular on the online classified ads sector, where people buy and sell goods every day, and where Facebook also competes with companies from which it collects data. In today’s digital economy, data should not be used in ways that distort competition.”

Reached for comment on the latest European antitrust probes, Facebook sent us this statement:

“We are always developing new and better services to meet evolving demand from people who use Facebook. Marketplace and Dating offer people more choices and both products operate in a highly competitive environment with many large incumbents. We will continue to cooperate fully with the investigations to demonstrate that they are without merit.”

Up til now, Facebook has been a bit of a blind spot for the Commission’s competition authority — with multiple investigations and enforcements chalked up by the bloc against other tech giants, such as (most notably) Google och Amazon.

But Vestager’s Facebook ‘dry patch’ has now formally come to an end. (The EU’s informal investigation into Facebook Marketplace had been ongoing since March 2019.)

The CMA, meanwhile, is working on wider pro-competition regulatory reforms aimed squarely at tech giants like Facebook and Google under a UK plan to clip the wings of the adtech duopoly.

TechCrunch

AMAZON

Amazon-listningsoptimering för maximala omvandlingar (steg för steg)

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shopping cart on amazon site

Amazon is one of the great places brands and individuals sell their products. It’s a marketplace where buyers search for what they want to purchase. 

According to research done by Statista, the site gets traffic in billions. In December alone, the website got 2.9 billion visits from target customers.

Data showing traffic to Amazon website from september 2021 to February 2022

Källa: Statista

This shows that more target customers visit the site to search for products. Therefore, if you have a product you want to sell, it is essential to make sure many of your target buyers see it to increase the chance of selling it. 

This short article will teach you how to optimize your Amazon listing to increase visibility, drive more traffic to your product, and increase conversion rates and sales.

What is Amazon Product Listing Optimization

This is a strategy used to optimize your product’s visibility on Amazon. The plan lets more target customers know about your product and how it can solve their pains.

It makes it easy to rank on Amazon search engines, be discovered by target customers, increase your product’s conversion rates, and drive more sales and revenue.

Why Invest in Amazon Listing Optimization

As an individual seller or a business owner, there are important reasons why you should invest and optimize your products on Amazon. This section of the article will highlight some of these reasons and their importance when selling products through Amazon.

Attract More Target Customers to Your Products

When your listing is optimized, more target customers engage with the products you have to offer them on Amazon. Since they’re on Amazon to search for products to solve their pains, they will get to know about your product and how it can help solve their pains. 

Increase Brand Awareness

You could be a business offering products through Amazon, but most of your target customers don’t know about your brand or your products. With Amazon listing optimization and the traffic you drive to the product, more people will learn about the different products you offer. 

They will also know about your brand and engage more with it from the website länkar, where they get to hear from other customers and build more trust with you and your products.

Drive More Conversions and Sales

When your product is optimized with the right quality images, descriptions, and key features or keywords, your target customer can easily search for the product and engage with it. 

They can see that the products can solve their pains and be convinced to try the product to solve their challenges leading to more sales.

Steps for Amazon Listing Optimization

You want to reach more target customers and drive them to engage with your products on Amazon and even buy them, right? Well, to effectively achieve that, there are steps you can follow for your listing optimization. Here are some of these steps for your Amazon listing optimization

Research Keywords

Target customers’ search for products starts with using the keywords associated with what they want. As part of Amazon optimization, keywords target customers use in their search are essential. 

Do a keyword search till know the best keywords your customers use when searching for what to buy from Amazon. You can use the best Amazon PPC management tools and other keyword research tools to help get the best keywords.

It is also essential to use keywords with high search volume. High search volume makes it easy for many of your audience to know about your product listing.

One way to use the right keywords is to research competitors making more sales from the Amazon website. See the keywords they use and how they connect with their target audience. 

Since you’re in the same market and target the same customers, you can use those keywords for your product optimization and promotion through Amazon. 

You can also read through their product description and key features. See how they write the descriptions and how they use the keywords within the product description and key features sections.

Ensure you don’t copy their description for your products as that can affect your product’s optimization and traffic to your products, affecting your sales.

Use Informative Titles For Your Products

Another essential part of your Amazon listing optimization is your Amazon product titles. Ensure that the headlines of your title are captivating and attractive and use primary keywords in the title. 

Make the titles easy to read and ensure the target audience can get a glimpse and know more about your product from its title even before they read the description. 

Target customers now use mobile devices more than ever for their product search. As you look for the title description of your products, ensure that the title is optimized for mobile search. 

Suppose the target customer is using a mobile device and can’t engage with your product title, description, or any other part of your product optimization. In that case, they will look for other alternative products to buy. As a result, you lose an opportunity to engage and convert a potential customer and make sales.

Remember, you’re optimizing the listing to drive and engage more target customers, increase conversions, and make more sales. So, if you can’t engage target customers on their mobile devices, you lose a big chance to drive them to take action and convert to be customers.

Use Quality Images For Your Products

Your target customers need to see the product you’re promoting on Amazon, even if you have an excellent product description. As part of Amazon optimization, ensure the product pictures have a high resolution and are clear, especially your main pictures.

It will be easy for the target audience to see the images of what they want to buy clearly. You can even drive the target customers to make a purchase easily when they see the main parts of the product you sell on Amazon.

Your target audience should also be able to zoom in on the product images. It will help them see the parts of the products well. For example, here is a picture of a hp laptop from Amazon with the main product image and other zoomable images.

Zoomable images for a laptop on sale from Amazon site

Källa: Amazon

When taking the images for the product, use a white background like the above images for the laptop. Your product should be large enough to occupy  85% of the space allocated for the image on the Amazon site. 

Write Optimized Product Descriptions

Your target customers need to know more about the product. So explaining how your product works in detail is essential. Help the customers know how your product solves their pains and convince them that it’s the best they can have.

Let the customers see the benefits of your product. It will help them quickly see the value and connect how the benefits will help them solve their pains.

As you write the description, använd rätt sökord med hög sökvolym. Målkunderna använder oftast nyckelord för att söka efter produkter från webbplatsen. 

När du skriver beskrivningen, nämn relevanta detaljer om produkten som dina målkunder lätt kan förstå och är mer kopplade till de problem de vill lösa. Dessutom väcker det deras nyfikenhet och får dem att engagera sig mer i produkten för att lära sig hur den snabbt hjälper till att lösa deras utmaningar.

Optimera produktnyckelfunktioner (Använd punktpunkter)

När du beskriver produktvärdet och visar målkunderna hur det fungerar, använd punkter för att göra det enkelt för läsarna att se innehållet om dina produkter. 

De kan snabbt skumma igenom innehållet och engagera sig med det med lätthet. Använd korta meningar när du visar målkunderna produktens nyckelegenskaper.

Markera nyckelfördelarna med produkterna för kunderna så att de kan lägga märke till dem när de läser och vet mer om funktionerna. Glöm inte att lägga till det här avsnittets primära och sekundära sökord.

Lägg till Q&A för kunder och recensioner

Du har gjort din kundsökning och förstår deras smärtor och hur du kan hantera dem. Även om du har gett målkunderna all annan information och beskrivning av produkten, kommer de att ha frågor att ställa.

Du kan identifiera de möjliga frågor som dina målkunder kan ställa om produkten och sedan ge de bästa svaren. Vissa kunder har till exempel frågor om en bildammsugare som säljs på Amazon.

Samples of questions and answers customers asked for a car vaacum clearner on Amazon

Källa: Amazon

Du kan också se frågorna som dina konkurrenter tar upp och lägga till dem i din frågesamling i det här avsnittet av Amazon-optimeringen.

Du bör också lägga till nyckelord i det här avsnittet. De kommer att göra det enkelt för dina optimeringsinsatser och kan också driva fler potentiella kunder för att engagera sig mer i det här avsnittet och de andra ovan.

För att hjälpa till att bygga förtroende och visa potentiella kunder att dina produkter har värde, lägg till recensioner av produkten från tidigare kunder. 

Kunder litar på andra kunder. Här är produktrecensioner för bildammsugare från ovanstående kunds frågor och svar. Eftersom vissa säljare vill få kunder är det viktigt att använda en Amazon recensionskontroll för att se om recensionerna är äkta.

Customer reviews and ratings for the car vaacum cleaner from Amazon site

Källa: Amazon

När de hör att andra kunder med liknande problem dragit nytta av produkterna, är det mer sannolikt att de provar produkten för att få lika eller mycket bättre resultat för sina smärtor.

Är du redo att förbättra din Amazon-lista för mer försäljning på Amazon?

Varumärken och andra säljare letar efter bästa kanalerna för att driva trafik till sina produkter på Amazon, engagera sig med målgrupperna och konvertera dem för att göra mer försäljning. 

Att använda Amazon och optimera dina produktannonser kan hjälpa dig att nå dessa mål och öka försäljningen av din produkt.

Anta att din produkter säljs inte på Amazon. I så fall kommer stegen ovan att hjälpa dig att optimera din produkt och attrahera en stor målgrupp som kommer att få veta om dina produkterbjudanden och t.o.m. konvertera fler kunder till dina Amazon-produkter.

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