Oh, what a grind it can be to filter through reports to identify the winning and losing keywords, then update campaign settings, create targeted manual ads, include negative keywords and even update product listings sometimes. But hey, it works!
This is one of the most common optimization strategies on Amazon today and it is also one of the most efficient ones. It involves a number of different mechanisms which work together closely. On Amazon, there isn’t a big distance between SEO, CRO and PPC as you often find in relation with search marketing for Google.
We can organize the work on optimizing for Amazon into five key areas that will all help you rank higher on Amazon:
- Outside referrals
In terms of organic ranks, content is a very important ranking factor and what you really need to focus on is your product. This is about making your product listings and your brand store look the best.
How to structure your title
Just like it is one of the key elements for good old SEO, the title for your product listing is an important part of your organic optimization.
- Use your keywords in order of importance even if that means putting your brand 2nd.
- Optimise your title readability for mobile, desktops and your ads.
Title Text Lengths
- For desktop organic results use around 115-144 characters.
- PPC will pull 30-33 characters of your product title.
- Organic mobile titles will pull about 55-63 characters.
Back end search terms are by far the most important tool for organic ranking on Amazon. Enter all your keywords that you can’t fit into your product listings and descriptions. It’s not visible to customers but is indexed by Amazon. There are only however, an extra 250 characters available to be indexed. This is where you should include common misspellings however, you don’t need to worry about punctuation, singular or plural words as Amazon will take this into account.
Amazon Keyword Research
For keyword research there are many tools you can use. Ahrefs, Helium 10, JungleScout and Factor A are some of them. You can even use Google Ads!
Amazon offers 2 advertising solutions. The Amazon DSP is a programmatic advertising based on CPM (cost per mille) and the Amazon Sponsored Ads solution is based on CPC (cost per click). That’s the one we are interested in!
This is where we can bid you welcome to Amazon Adwords. The Sponsored products solution is primarily based on keyword targeting very similar to Google Ads.
This is the easiest way to drive your sales up on Amazon. Start by running automatic campaign suggested to you by Amazon then transfer the successful keywords to manual PPC campaigns to target your keywords, then pump up the bids to drive exposure. Running your paid activity for a short period at cost or even at a loss will be worthwhile to increase your organic ranking.
- You type in the campaign name, so you can monitor the results.
- Add in how much your daily budget is
- Pick the dates you want your campaign to run.
Now it’s time to set the key words you want to target – again, you have the choice to do this manually or automatically through Amazon. Like on AdWords, you can decide if you want the keywords to match exactly, broadly or as a phrase. A mixture of all three is the best way forward.
PPC boosts your organic, so it’s worth running at an initial loss or, better yet, break even for the initial gains. Plus, you get the added benefit of having an initial surge of data that you can use to refine your own process and learn more about your customers.
It all really depends what your acos (Advertising Cost of Sales – the percent of ad spend divided by the attributed sale). You can see this number in the Keyword section of your advertising tab.
Attributed Sales (how many sales you made that week that are directly linked to your ad) are important. If by the 2nd or 3rd campaign you’re not showing a weekly ROI, there’s a good chance you’ve not targeted the right keywords.
Not only will this cost you money, but it’ll be ruining your CRO on your Amazon account, which is an Amazon Ranking factor. Impressions (the number of times your ads were displayed) are important, but not at the cost of lowering your rankings
The best tool I can recommend is Sellerly by SEMrush. It offers you the ability to AB test your products and your ads
- Customer reviews: The higher your reviews, the higher Amazon is going to rank you. Like Google, you need to get a few reviews before Amazon starts to rank you against the bigger competitors.
- Image size and quality: Use all the photo spaces you’re slowed and they all must be 1000 x1000 pixels so your buyer can zoom in from all angles.
- Price: Amazon will always values its buyers over its sellers, it will always push the best seller, which is most likely the lowest price to the top, so you need to audit your competitors regularly to see what they are charging.
- Exit rates: If someone looks at your product then immediately exits the Amazon site, Amazon will lower your ranking. If you are in no way misleading, this won’t be a problem.
- Bounce rate: Same as the above, if someone lands on your product then leaves quickly to look at someone else’s, Amazon will penalise you.
- What’s the best way to get conversion? Offer a deal.
The biggest ranking factor of all is Sales and driving traffic from outside of Amazon. These are Amazon’s equivalent to links for Google SEO. The more sales you have, the higher you’ll rank. If you start to outsell your competitors who outrank you for your keywords, Amazon will reward you with a higher ranking. Using Facebook, Twitter and even Google to drive traffic to your product will also help you rank faster and higher on Amazon.
Source : « Marketing on Amazon in 2020 », Innovell February 2020, https://www.innovell.com/amazon-marketing-report/
Amazon Listing Optimization for Maximum Conversions (Step by Step)
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.
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 links, 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
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 to 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.
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, use the right keywords with high search volume. The target customers mostly use keywords to search for products from the website.
When writing the description, mention relevant details about the product that your target customers can easily understand and are more linked to the pains they want to solve. In addition, it raises their curiosity and makes them engage more with the product to learn how it will quickly help solve their challenges.
Optimize Product Key Features (Use Bullet Points)
When describing the product value and showing the target customers how it works, use bullet points to make it easy for readers to view the content about your products.
They can quickly skim through the content and engage with it with ease. Use short sentences when showing target customers the product’s key features.
Highlight key benefits of the products to the customers for them to notice as they read and know more about the features. Don’t forget to add to this section’s primary and secondary keywords.
Add Q&A for Customers and Reviews
You have done your customer search and understand their pains and how to address them. Even if you have given the target customers all the other information and description for the product, they will have questions to ask.
You can identify the possible questions your target customers can ask about the product and then provide the best answers. For example, some customers have questions about a car vacuum cleaner sold on Amazon.
You can also see the questions addressed by your competitors and add them to your questions collection in this section of the Amazon optimization.
You should also add keywords within this section. They will make it easy for your optimization efforts and can also drive more potential customers to engage more with this section and the others above.
To help build trust and show potential customers that your products have value, add reviews of the product from the past customers.
Customers trust other customers. Here are the car vacuum cleaner product reviews from the above customer Q&A. Since some sellers want to get customers, it’s essential to use an Amazon review checker to see if the reviews are genuine.
When they hear that other customers with similar problems benefited from the products, they’re more likely to try the product to get equal or far much better results for their pains.
Ready to Improve your Amazon Listing For More Sales on Amazon?
Brands and other sellers are looking for the best channels to drive traffic to their products on Amazon, engage with the target audiences and convert them to make more sales.
Using Amazon and optimizing your product listings can help you reach those goals and drive more sales for your product.
Suppose your products are not selling on Amazon. In that case, the above steps will help you optimize your product and attract a large target audience who will get to know about your product offers and even convert more customers to your amazon products.
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