Ok, how Amazon ads work in a nutshell – you go through bunch of reports to identify good and bad keywords, then you update your campaign settings, create targeted manual ads, include negative keywords and sometimes update your product listings. And that’s pretty much it.
This is one of the most efficient strategies ones and the most common optimization strategies on Amazon used today. It involves a bunch of different mechanisms which work together. On Amazon, there isn’t a big difference between SEO, PPC and CRO as you often find with search marketing for Google.
You have five key areas that need to focus on to rank higher on Amazon:
- Outside referrals
Content is a very important ranking factor for organic ranking and what you really need to focus on is on your product. Your product listings and your brand store need to look the best you can make them.
How to structure your title
The title for your product listing is an important part of your organic optimization like the key element of any good SEO.
- Even if that means putting your brand in second plan use your keywords in order of importance.
- Optimise your title readability for mobile, desktops and your ads.
Title Text Lengths
- For desktop organic results use up to 144 characters.
- PPC will take up to 33 characters of your product title.
- Organic mobile titles will take up to 63 characters.
Back end search terms are very important tool for organic ranking on Amazon. This is where you should include common misspellings however there is only 250 characters that Amazon will index.
Amazon offers two advertising solutions. The Amazon DSP is a advertising based on CPM and the Amazon Sponsored Ads solution is based on CPC.
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. You start by running campaign suggested to you by Amazon then move the successful keywords to manual PPC campaigns to target your keywords, then boost the bids to drive exposure. Running your paid activity for a short period even at a loss will be worthwhile to increase your organic ranking.
- 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 allowed and they all must be 1000 x1000 pixels so your buyer can zoom in from all angles.
- Price: Amazon 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. It’s simple, the more sales you have, the higher you will 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.