These Amazon ads can direct people searching for a relevant keyword or product to your storefront by having it appear right at the top of the results page.
Instead of directing people to a product landing page on your brand’s website, users don’t even have to leave the Amazon platform to enjoy a customized brand experience when they click on your Amazon search ad.
Besides linking your Amazon Store in ads, also include a link to it in your brand’s byline under the Product Details section of a page.
When they land on your Amazon Store, you can then upsell them with additional products that appear in a highly curated format.
The same rule applies for sharing your storefront’s link on your other networks: Facebook, Instagram, etc.
Advertise your Amazon Store’s launch, new products, and more by including a link directly to your page as part of your other marketing messages.
Amazon Store customization also provides the ability to include rich media, such as videos.
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Growth Hack #1 – Get 5x Click Thru Rates By Using Better Headlines:
You can earn 5 times more traffic from Google with just a simple headline update.
Here’s what you need to do:
1. In Webmaster Tools, log into your website.
2. Go to “Search Traffic” -> “Search Analytics”
3. Choose “Queries”, then tick off: Clicks, Impressions, CTR, Position
4. Press “Download”.
5. Open in Excel then select the “CTR” and “position” columns and insert an X vs. Y plot.
6. Right click on the chart area and choose “add trendline” (select an exponential trend line).
7. The resulting graph should look like this.
8. Now take a look at the keywords at the bottom-left of your curve (high position, low CTR), and Google these.
9. Go to Google Analytics and find conversion rates for each link you came across in your search.
10. Start creating and optimizing headlines for these links with the highest conversion rates.
Growth Hack #2 – Increase Content Sharing by 25X With Targeted Promotion:
Multiple experts (Neil Patel, Moz, etc.) say that super long-form content (over 3,000 words) is shared about2 times more often.
In order to boost shares by 15-25 times, you need to promote your content to the right group of people that love to share.
Here’s how to find them:
1. Write down links to content similar to yours.
2. Go to Twitter and search each link.
3. Switch to the “Live” tab to reveal the people who love to share precisely your type of content.
4. Hit reply near each tweet to make your intro.
Growth Hack #3 – Make Your Facebook Go Viral With These Most & Least Shareable Words:
Here’s what Dan Zarrella from HubSpot found after analyzing 12,000 articles on Facebook for the words that most affect shareability:
Learn what your customers like (or don’t like) about your product.
Show customers you value them and their experiences with your brand.
Gather actionable suggestions to improve your product.
Once you’ve acquired the information from customers about what they enjoyed about your product, or where they saw room for improvement, you can then make iterations that help you succeed even more on the site.
Additionally, customers like providing feedback as it often affects customer service and their shopping experience.
“One of A9’s tenets is that relevance is in the eye of the customer and we strive to get the best results for our users. . .We continuously evaluate them [our ranking algorithms] using human judgments, programmatic analysis, key business metrics and performance metrics.”
In terms of keywords, this means that they’re still valued as Amazon as an indicator that your product will be desirable and relevant to the customer searching for it by context (versus brand name).
By using the automated keyword recommendation tools on the AMS platform to bid on over 80 relevant keywords, the company earned 35 million ad impressions in six months and enjoyed a 500%+ ROI.
3. Understand the difference between Amazon advertising SEO and Google SEO
As we just alluded to in the previous point, Amazon’s A9 algorithm works differently than web SEO.
One of the biggest differences is that Amazon marketing SEO doesn’t take backlinks/outside links into consideration at all.
Additional factors in product listings that matter to Amazon but not web search engines include:
Sales volume (aka Sales Rank): The more sales a product has, the higher it appears, as this is an indicator of customer satisfaction and performance.
Customer reviews: More customer reviews = better rankings.
Price: A lower price point increases a brand’s position on search pages because a customer is more likely to buy a cheaper product that maintains good ratings and reviews.
Completion of product listing: The more information you fill out and the more keywords you get into the product fields, the more favorably the A9 algorithm looks upon your listing.
By understanding what matters to Amazon SEO, you can build an optimized Amazon PPC marketing campaign that gives your listing the best chance for success.
4. Create Amazon ad groups that range in keyword generality
Depending on how many products you’re advertising on Amazon, the number and specificity of keywords will vary.
In order to maintain a level of organization and track your keyword bids, create Amazon ad groups based on keyword specificity.
For example, if you sell a variety of jackets you’ll likely cover the following fields of both general and specific keywords:
For each of these, create a separate ad set.
Ad Set 1: General keywords encompassing “children’s jackets” and all similar phrases (e.g. children’s jackets, jackets for children).
Ad Set 2: More specific keywords focusing on “women’s raincoats” (e.g. “rain gear for women”, “women’s rain jackets”)
Ad Set 3: More specific keywords focusing on “men’s parkas” (e.g. “men’s winter wear”, “men’s winter coat”)
5. Track your Amazon marketing results and adjust accordingly
As with any other digital marketing campaign, Amazon advertising requires careful data tracking and analyzing results.
Only by tracking results and testing can you optimize a campaign and achieve even greater success.
One area of your Amazon PPC marketing campaign you must track closely is your CPC bid.
This will differ for each keyword, but the same general rules apply for all:
If the ACoS is above the target value, decrease the bid
When the ACoS is below the target, increase the bid
If keywords aren’t yielding any sales or impressions, try increasing the CPC bid to make them become active
In the case that over a longer period of time, still the keywords have led to no conversions, stop the bid
When results are followed closely and leveraged for optimization, they can improve Amazon marketing campaigns immensely.
In the case of Baggallini, they used the AMS real-time keyword tracking tools and performance reporting to improve their Amazon ads.
They then used this information to pause, increase, and decrease bids; they targeted new keywords; the brand cloned campaigns that were working.
As a result, Baggallini earned over 5X ROI with their Amazon PPC marketing strategy.
Other companies might find third-party tools, such as an Amazon PPC audit provides the evaluation and insights they need to better optimize their campaigns.
To get the most out of your Amazon campaign and have the best tools at your disposal, partner with an Amazon marketing agency.
Though AMS provides some tools to marketers, a professional agency will have the experience, tools, and knowledge of Amazon advertising best practices to help you launch and optimize the most effective campaign.