There are other strategies in addition to Amazon SEO to increase sales on the Amazon online marketplace . Our guest author gives four tips.
With more than 240,000 sellers, the competitive situation on Amazon’s marketplace is getting to a head. This makes it all the more important to understand the algorithm behind product placements. In this way, a profitable positioning on Europe’s largest online marketplace can be achieved in the long term.
In addition to the pay-per-click campaigns, the so-called A9 algorithm also influences the organic ranking of the products. The aim is to increase satisfaction and sales per customer.
But which factors influence product placement? How can the ranking be improved? And what influence does the conversion rate have? The following four tips will help.
Choosing the right campaign type
Depending on the structure of the Pay-Per-Click campaigns, the profit can vary greatly. In addition to higher sales figures, you can use PPC campaigns to increase brand awareness and achieve your first customer contact.
In the past, the following types of campaigns have proven successful:
Main keyword campaign
The search terms with the highest relevance are defined in the main keyword campaign. These main keywords can be identified with the help of certain tools such as Helium 10 or Junglescout. The tools provide information about the respective search volumes of the keywords.
Many Amazon sellers make the mistake of combining all of the keywords in a single campaign. However, the combination of keywords with high and low search volume leads to a cannibalization
effect : Keywords with low search volume, which definitely have high sales relevance, are not played out by keywords with high search volume. This results in unrepresentative data that make campaign optimization difficult. It is therefore advisable to split the campaigns according to search volume with an adapted budget.
Tip: In general, long-tail keywords convert better than short-tail keywords. The reason for this is that long-tail keywords pursue a specific purchase intention and competition is lower than with short-tail keywords.
The auto campaign does not require any keyword definition. The algorithm places the ad by product and budget.
After two to three months, the auto campaign achieves an ACOS (Average Cost of Sale) of 20 to 35 percent. In order to have maximum control over the campaigns, the keywords under which sales were achieved can be identified under the “Search terms” tab.
These search terms can be used to set up a manual campaign that takes the best converting keywords from the auto campaign. In this way, the seller can better coordinate his campaigns, especially the display, and reach the target ACOS more quickly.
A competition campaign is ideal if your own product is cheaper and ideally of higher quality than a comparable competitor product. For this, all ASINs of the competitors must be defined as search terms. This means that your own product is displayed on product pages from other competitors. The click prices are usually cheaper in the competitive campaign and therefore also lower for the ACOS. Anyone who sells a cheaper product than their competition will be able to achieve amazing results with this type of campaign.
Improve the listing
Since Amazon is a product search engine, conversion rates of up to 45 percent are not uncommon. In order to achieve high conversion rates, the listing must be optimized.
The most important Amazon SEO factors include the product title and bullet points. In third place are the downstream keywords, which can be defined as “general keywords” in the backend. The product description is given low weighting.
In all four areas, sellers should include the main keywords that are most relevant. Keyword bashing is not suitable because the customer experience suffers.
In addition, the following performance factors should be taken into account, as they are highly relevant for Amazon SEO:
- Product images (1,000 x 1,000 pixels)
- questions and answers
- Length of stay
- Response time to customer inquiries (maximum 24 hours)
An improvement in the performance factors has a positive effect on the click-through rate (CTR) and thus on the number of potential sales.
But be careful! A high CTR does not always achieve a higher positioning. If this worsens the conversion rate, the ranking also suffers. Therefore, the sources of external traffic should be chosen carefully.
Amazon’s Choice branding increases both visibility and conversion rate, as it gives the customer a feeling of security. For Amazon’s Choice branding, Amazon takes the following criteria into account:
- Low return rate (less than 30 percent)
- Sufficient stock
- competitive prices
- Increase sales under search terms that are highly relevant
- Above-average sales history
Activation of the conversion booster
The A-Plus content is displayed instead of the product description and acts as a kind of landing page. Although the function does not have a direct effect on the ranking, it increases the conversion rate significantly, as it ultimately convinces potential customers of the product. However, A-Plus content is only available for registered trademarks. Thanks to the modular system from Amazon, you can set up an extended product description without any coding knowledge.
Implementing the tips not only increases sales, it also increases visibility and branding. Ultimately, the optimization of the ranking factors and PPC campaigns lead to synergy effects, which at the same time also increase the chances of a “choice” or “bestseller” positioning.