May 27, 2020
Amazon has always been open about this: the company’s goal is to serve their customers (a.k.a. our buyers) - and to help them find products they would buy. Its key search algorithm, the A10 is built with this aim in mind. A10 is geared to look for signs of whether this outcome is likely or a given product listing.
So if we help it - it should play in our hands. Let's see how we can do that effectively.
Like a good house needs a strong foundation - an effective Amazon Ads PPC campaign requires a solid product listing.
So, what should an Amazon Seller do to help A10 Algorithm see his/her product as worthy of a higher search results position?
To begin with, there are 4 broad areas to work on:
Every product sold on Amazon has a dynamic value called “Best Seller Rank” (BSR). Many Amazon Sellers use this number as a gauge to see how well the A10 ranks the product in general.
This sales-based score is a PART of calculation the A10 performs when determining where to put your product for any given customer query.
The OTHER PART is a keyword rank, that is specific for any given customer query.
This is important, cause this means two things for you as a Seller:
Currently, the Amazon Seller Central offers FBA seller with a registered brand 3 very different means of advertising:
Each of them is a unique tool used for a specific marketing purpose (and pretty much useless for other ones). Some just make extra sales. Some promote sales via specified keywords.
Let's see how they can help boost your sales (from least to most significant)
These are basically advertising banners (or small-window videos) of your product, not dissimilar to Google Display Network ads.
When using this tool, you have to rely on Amazon algorithms to do some audience picking for you. There are two options to regard:
The coolest thing about Brand Ads is that it’s the first thing a customer sees after entering a search query.
Come up with a creative punch-line, add your brand logo, 3 top products - and you are good to go. Just consider that:
This is THE tool to propagate your sales on Amazon.com.
With enough money, a solid Sponsored Ads campaign is a mechanism to exchange some marketing budget for profitable sales. As simple as that.
The “exchange rate” depends heavily on the selection of keywords that you want to show your ads on, however. Remember the part where A10 determines where to put your product on the Search Query results for a specific query? This is exactly that.
By adding the target keywords to the PPC, you are boosting the final score A10 assigns to your product when processing customer queries. And the higher your bid is (for a specific keyword) - the higher up it will be shown.
Finding the top-performing keywords is a difficult task.
It is likely to take many attempts to get things right. Of course, you can use tools like Profit Whales that can generate you rick and structured keyword Amazon Campaigns (including major negative search terms) to get a head start.
But even so, some optimization will be required in the future to single out THE best-performing keywords and assign them the most effective bids. But when done right - you can see sales (depending on your category) within the golden corridor of 10-30% ACoS.
There is more to the effect of a good PPC than just extra sales with a marginal profit. With a well-built PPC campaign, you can achieve a long-lasting effect that pushes your product listing to the next tier of sales volume.
This is achieved via something referred to as a “sales flywheel”.
Basically, this is an inbuilt A10 feature that upgrades your BSR if you manage to maintain a new (higher) sales volume consistently over 20-30 days.
With a newly achieved higher BSR, your keyword ratings (PPC and organic) will get boost all across the board. Which will put your product in a better position to generate even more sales, and… well, you get the idea. Go ahead and give yours a spin!
Ihor Dubovetskyi, CEO at Profit Whales
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