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9 Amazon Copywriting Tips For Higher-Converting Titles & Bullets

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9 Amazon Copywriting Tips For Higher-Converting Titles & Bullets

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Like Google, writing for the Amazon marketplace has its quirks and best practices to help more potential buyers find your products.

If you want to ensure that potential customers easily find your listings, you’ll need to tailor your titles and bullets to the Amazon algorithm compelling to customers.

Compared to the Google search algorithm, Amazon search is fundamentally different.

The ecommerce giant prioritizes its search listings in an entirely different manner optimized specifically for ecommerce and buying online.

Customers who come to Amazon find the products they wish to purchase through search, which means they have already decided the type of product they’d like to purchase in advance.

These buyers are already “bottom of the funnel” prospects in the marketing funnel, so you’ll have to tailor your Amazon marketing to this specific stage in the customer journey.

This is where high-converting copywriting is essential.

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We will explore nine tips you can implement and use today to start writing better titles and bullets for your Amazon listings leading to more customers and happy buyers in the process.

1. Diligent Keyword Research

Keyword research has always been an essential part of search engine optimization. Still, when it comes to keyword research for the Amazon marketplace, there are several additional factors you have to consider.

Remember that you want to focus on keywords with stronger buyer intent, as Amazon’s traffic tends to be customers ready to buy or at the bottom of the marketing funnel.

You can use third-party tools such as Helium 10, Merchant Words, and Sellzone to help identify search volume.

However, you want to prioritize keywords that will bring the most qualified buyers to your listing over words with the highest search volume.

Once you have identified the most relevant terms for your product, you can prioritize based on search volume.

Use a combination of your own brainstormed keyword research and reverse ASIN searches for your product and close competitors.

When you’re doing your keyword research, you should “triage” your keyword list and identify the most important keywords that describe the primary benefits of your product and the problem it solves for your customers.

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Also, look at the keywords your competitors are ranking for as well as those you wish to rank for,

Generally, your most important keywords will go into your Amazon title.

After writing your title, sprinkle your primary keywords into your bullet points.

You can use a tool like Helium 10’s Scribbles to ensure you include all of your high-priority keywords into your list and don’t unintentionally remove any important keywords when rewriting listings.

2. Understand Your Audience

To be successful in the Amazon marketplace, you need to know the keywords you want your product to rank for, but you must also know and understand your audience’s motivations and desires.

How will your product solve your future customers’ problems or satisfy their needs?

Identifying the key buyer of your product is vital on Amazon.

It’s also important to remember that the primary purchaser of your product may be completely different from the end-user.

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For example, you don’t sell teenage deodorant directly to teenagers.

For this product, the teenager’s mom will be the primary buyer for that particular product.

Understanding these critical points about your audience will help you craft higher converting listings.

First, we identify the top five benefits our customers need to know.

We outline what we want to say and then craft the title and bullets to convey that message, including the maximum number of root keywords, while keeping the content readable and appealing to the potential buyer.

Customers need to know the dimensions of your product, but they also need to see why your product is better than your competitors.

3. Balance Persuasion With Traffic

When writing for Amazon, we have two equally important goals that directly compete with each other.

The first goal is to include as many keywords as possible in our listing to ensure we index for the maximum number of keyword phrases possible.

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This is why you often see so much keyword stuffing in Amazon listings.

The second goal is to guarantee that once that traffic arrives through our “keyword doors” and sees our listing, customers can quickly identify whether our product is for them and that the copy is persuasive enough to get them to purchase.

For most brands, keyword stacking (repeating the same keyword) will not be the most effective way to rank your product.

Amazon has said in their help documentation that words do not need to be repeated in each phrase type to index and rank.

For example, Suzies White Chocolate and Nut Fudge Bar will index for:

  • White Chocolate Bar.
  • White Fudge Bar.
  • Nut Fudge Bar.

Using the most similar phrasing to what your customers would use to find your product can help Amazon find your product relevant to those most important keyword phrases.

So, whenever possible, mimic the match type your research estimates your best customers would type into the search bar.

The key to balancing keywords with persuasion is to identify and focus exclusively on the keywords most relevant to our product.

Once these keywords are determined, your primary task is to write persuasive copy and sprinkle those keywords in without detracting from your message.

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Finally, when writing your bullet points, go back and verify that they answer all of your customer’s burning questions right off the bat.

This will help your listing become crystal clear and let prospective buyers see what your product does straight away.

4. Keyword Rich Titles

Keywords in your title play a significant role in organic and paid search, and how your keywords are phrased can make a big difference in how your product launches.

It is important to prioritize your primary keyword phrases in your title. According to Brandon Young, 8-Figure seller and CEO of Data Dive, an amazon product research and listing optimization tool:

Include the following in your title:

  • Brand Name.
  • Product Name.
  • Color, Size, Flavor, etc.
  • Optional: A few words describing the product.

Amazon has a specific format they prefer for most categories.

You can find that template in the Amazon Style Guidelines.

If you are doing any advertising on Amazon, most ad types don’t allow for a lot of creative variety.

This means that your primary product image and title will be the foundation of most of your Amazon ads.

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To improve click-through rates, you may find it helpful to examine the effectiveness of your current title and primary image.

These two elements will be the most important for increasing CTR and conversion.

5. Beyond Boring Bullets

Your Amazon bullets should be brief, persuasive, and keyword-rich.

Bullets that are too long can dissuade customers from reading all of your copy and keep prospects from understanding your product.

Your bullets should include:

  • Clearly highlighted five top benefits.
  • The physical features of your product.
  • The internal and external benefits of your product (most important).

Many writers focus on just the external features of the products.

However, focusing on the internal (generally emotional and status-related) and external benefits your product provides to your customers is a powerful way to increase conversion rates.

When writing your bullets, highlight the essential benefits that clarify how your product is the best choice and better than your competitors.

6. Integrate Customer Questions

Answering your customer’s burning questions is critical for a successful Amazon listing.

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You can achieve this by looking at product reviews and questions and then identifying how your product solves and answers these questions for your customers.

If you’re seeing a particular question being asked by your customers more frequently than others, this should be a question you directly address in your listing.

You also want to do this for your competitor’s products.

After you have written your first draft of your title and bullets, look at the customer questions and reviews for your product and your closest competitors.

Can you find all the answers to those questions or frustrations (from reviews) in your title and bullets?

7. Mimic Your Customer’s Language

Build a connection between your potential buyers and your brand; it’s essential to mimic your customer’s language and use the same terms and phrases in their concerns to describe the benefits and features of your product.

A great way to do this is through reviews and questions (both on and off Amazon).

You can begin to compile a list of common questions and phrasings that your customers use to describe your product and then add this to your product listings for maximum effect.

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You can also compile these words into a word cloud to include this terminology in your title and bullets.

This technique will assist you in identifying more keywords you might have missed in your keyword research.

8. Stay Out Of Trouble

Amazon has so many rules that can be difficult to keep track of when writing your bullets and titles but staying out of trouble on Amazon means steady sales and fewer headaches.

You always want to avoid competitor trademarks and terms.

Amazon has a tool as a part of their brand registry program that allows you to look at trademarks and copyrighted phrases to ensure that you comply.

Amazon has also been increasingly concerned with pesticides and monitoring pesticide claims on its platform.

It’s important you know how Amazon classifies pesticides, including words such as “anti-microbial” and “anti-bacterial” and the words you might traditionally consider a pesticide.

Take the time to read through carefully the Amazon pesticides policy, even if your product is not a pesticide.

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Health claims can also get your listing in trouble.

Especially around the health and beauty spaces, you need to make sure that you have taken the time to understand what you are and are not allowed to say.

In general, any claims you make about your product on Amazon must be provable.

Before saying your product performs 50% better than a competitor, consider whether you could provide the testing that supports that claim.

9. Always Be A/B Testing

Fine-tuning your listing through A/B testing is an integral part of success in the Amazon marketplace.

You can do this by consistently testing slight adjustments in your product image, title, bullet points, and any additional persuasive copy and seeing how buyers respond.

There are currently multiple ways to perform A/B testing on Amazon, including their “Manage My Experiment” tool and numerous third-party tools meant for Amazon testing.

When you test and find the best iteration for your product, you’ll ensure that your listing has maximum effectiveness and that you aren’t letting any potential conversions slip through the cracks.

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B2B PPC Experts Give Their Take On Google Search On Announcements

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B2B PPC Experts Give Their Take On Google Search On Announcements

Google hosted its 3rd annual Search On event on September 28th.

The event announced numerous Search updates revolving around these key areas:

  • Visualization
  • Personalization
  • Sustainability

After the event, Google’s Ad Liason, Ginny Marvin, hosted a roundtable of PPC experts specifically in the B2B industry to give their thoughts on the announcements, as well as how they may affect B2B. I was able to participate in the roundtable and gained valuable feedback from the industry.

The roundtable of experts comprised of Brad Geddes, Melissa Mackey, Michelle Morgan, Greg Finn, Steph Bin, Michael Henderson, Andrea Cruz Lopez, and myself (Brooke Osmundson).

The Struggle With Images

Some of the updates in Search include browsable search results, larger image assets, and business messages for conversational search.

Brad Geddes, Co-Founder of Adalysis, mentioned “Desktop was never mentioned once.” Others echoed the same sentiment, that many of their B2B clients rely on desktop searches and traffic. With images showing mainly on mobile devices, their B2B clients won’t benefit as much.

Another great point came up about the context of images. While images are great for a user experience, the question reiterated by multiple roundtable members:

  • How is a B2B product or B2B service supposed to portray what they do in an image?

Images in search are certainly valuable for verticals such as apparel, automotive, and general eCommerce businesses. But for B2B, they may be left at a disadvantage.

More Uses Cases, Please

Ginny asked the group what they’d like to change or add to an event like Search On.

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The overall consensus: both Search On and Google Marketing Live (GML) have become more consumer-focused.

Greg Finn said that the Search On event was about what he expected, but Google Marketing Live feels too broad now and that Google isn’t speaking to advertisers anymore.

Marvin acknowledged and then revealed that Google received feedback that after this year’s GML, the vision felt like it was geared towards a high-level investor.

The group gave a few potential solutions to help fill the current gap of what was announced, and then later how advertisers can take action.

  • 30-minute follow-up session on how these relate to advertisers
  • Focus less on verticals
  • Provide more use cases

Michelle Morgan and Melissa Mackey said that “even just screenshots of a B2B SaaS example” would help them immensely. Providing tangible action items on how to bring this information to clients is key.

Google Product Managers Weigh In

The second half of the roundtable included input from multiple Google Search Product Managers. I started off with a more broad question to Google:

  • It seems that Google is becoming a one-stop shop for a user to gather information and make purchases. How should advertisers prepare for this? Will we expect to see lower traffic, higher CPCs to compete for that coveted space?

Cecilia Wong, Global Product Lead of Search Formats, Google, mentioned that while they can’t comment directly on the overall direction, they do focus on Search. Their recommendation:

  • Manage assets and images and optimize for best user experience
  • For B2B, align your images as a sneak peek of what users can expect on the landing page

However, image assets have tight restrictions on what’s allowed. I followed up by asking if they would be loosening asset restrictions for B2B to use creativity in its image assets.

Google could not comment directly but acknowledged that looser restrictions on image content is a need for B2B advertisers.

Is Value-Based Bidding Worth The Hassle?

The topic of value-based bidding came up after Carlo Buchmann, Product Manager of Smart Bidding, said that they want advertisers to embrace and move towards value-based bidding. While the feedback seemed grim, it opened up for candid conversation.

Melissa Mackey said that while she’s talked to her clients about values-based bidding, none of her clients want to pull the trigger. For B2B, it’s difficult to assess the value on different conversion points.

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Further, she stated that clients become fixated on their pipeline information and can end up making it too complicated. To sum up, they’re struggling to translate the value number input to what a sale is actually worth.

Geddes mentioned that some of his more sophisticated clients have moved back to manual bidding because Google doesn’t take all the values and signals to pass back and forth.

Finn closed the conversation with his experience. He emphasized that Google has not brought forth anything about best practices for value-based bidding. By having only one value, it seems like CPA bidding. And when a client has multiple value inputs, Google tends to optimize towards the lower-value conversions – ultimately affecting lead quality.

The Google Search Product Managers closed by providing additional resources to dig into overall best practices to leverage search in the world of automation.

Closing Thoughts

Google made it clear that the future of search is visual. For B2B companies, it may require extra creativity to succeed and compete with the visualization updates.

However, the PPC roundtable experts weighed in that if Google wants advertisers to adopt these features, they need to support advertisers more – especially B2B marketers. With limited time and resources, advertisers big and small are trying to do more with less.

Marketers are relying on Google to make these Search updates relevant to not only the user but the advertisers. Having clearer guides, use cases, and conversations is a great step to bringing back the Google and advertiser collaboration.

A special thank you to Ginny Marvin of Google for making space to hear B2B advertiser feedback, as well as all the PPC experts for weighing in.

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Featured image: Shutterstock/T-K-M

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