Without Amazon marketing, products will not climb the rankings.
Because competitors will be ranking higher in the search results through their own Amazon marketing.
There is only one goal that matters for Amazon product listings: increasing organic rankings.
So with that being said, here are the 5 best Amazon marketing tips to increase product rankings and sales.
Optimise The Product Title
Product pages need to be optimised to make them appear in a customer’s search results. The most important part of the page is the product title because it’s the first thing a customer sees.
It must be relevant for what a customer searches for. It will also make it appear in the correct search results.
The product title must be keyword-focused i.e. all primary keywords must be included. It must also include the brand and its most distinguishing feature, such as its use, the colour or the size of the product.
Amazon allows between 150-250 characters to be used for the product title. However, this doesn’t mean you should cram as much as possible into the title.
The final thing to note about a product title is that it must be readable. If it isn’t, a customer will scroll past and purchase a product that is more clear.
Consider breaking up keywords with pipes (|) and dashes (-) in the title to enhance readability.
Here is an example of a well-optimised product title:
Long-term passively profitable Amazon businesses are based directly from high organic keyword rankings inside Amazon. The product title contains the keywords that Amazon uses to rank the product in the search results.
This makes it vital that an Amazon business implements a keyword tracking tool as part of an analytics strategy. Without keyword tracking, it is impossible to see how the product’s keywords are affecting its ranking position.
Hands down, the best keyword tracking tool is the Keyworx keyword position tracker.
It tracks and reports on organic keyword positions inside of Amazon. It also shows what keywords result in the most amount of sales and become more efficient in marketing for those keywords.
Use Amazon PPC and Sponsored Ads
This is one of the easiest ways to get a product marketed in Amazon. It will increase it’s exposure to the audience no matter where it is currently ranking.
Amazon SEO Consultant has written a great article on how to create an Amazon Sponsored Products PPC campaign but here are the must-know points.
Amazon places an advert in the search results and product pages based on your chosen keyword. They then charge for that keyword each time a visitor clicks the ad.
This works slightly differently to other PPC campaigns, eg Facebook, that utilises impression-based payment.
Impressions are still important to Amazon PPC though. Before starting a PPC campaign, Amazon sellers need to know what keywords are worth investing in. These must be the keywords that have the highest volume and best conversion rates for increasing organic rankings.
Again, this comes down to keyword tracking. Without a keyword tracker tool, this becomes near-on impossible.
Types Of Ad
Once the campaign has been created, the listing will appear at various places within the results pages. There are three options:
- Sponsored Brand ie Headline Search Ads
- Sponsored Products
- Product Display Ads
Sponsored Brand ads appear at the top of the search results page. It gives the advertiser the opportunity to promote at least three products from their store.
The image at the beginning of this tip is what Sponsored Brands look like.
Sponsored Products appear within the search results themselves. They will tend to be near the top of the results but not as prominent as Sponsored Brand ads.
Finally, Product Display ads appear on the product page.
They’ll appear like this:
It’s not clear how Amazon’s algorithm chooses an ad but what is known is that they take demographic and micro-targeting into account for getting products in front of the right customers.
The pricing varies on the ad option. Sponsored Brand Ads cost more than the other two options due to their location on the search results page.
Long-term success is built on balancing spend on advertising, sales and margins so businesses must be aware of spending.
Social Media Advertising
Social media is best used to build trust in the brand as it helps build an online presence and looks professional. It also helps to attract new customers to the store.
There are so many platforms to choose from. Everyone is aware of Facebook, Twitter, Instagram, Snapchat, YouTube, the list goes on. However, there is not a one-size-fits-all platform – the channel depends on what the business is. One way to find out is to perform searches and identify if there is a core audience.
Influencers are an important factor here. Influencer marketing has taken off in 2018 and has paid dividends to Amazon businesses that utilise it.
The great thing about influencer marketing is that they have already built up a following and reputation among the target audience so less is needed into social media efforts.
Reach out to influencers to negotiate affiliate or promotional deals.
Social Media PPC
Without influencers, it’s difficult for content to go viral and reach the masses. So, use paid advertising on social media to get the content in front of them.
Here is a brief guide to Facebook and Instagram advertising. Most of the functionality of Instagram ads is the same as Facebook ads – hardly surprising since it owns Instagram.
Facebook photo ads include 125 characters of text plus a headline and link description for the Amazon product. They also include a call-to-action button to get customers to the store.
Create the photo in Facebook or Instagram Business Manager or use your own.
Facebook ads also give the option to use videos to promote content. Keep them short for maximum effect.
There are also carousel ads to use. They allow up to 10 images or videos to be placed into a single advert. They work best by showing the product features or how to use it with tutorials.
Next are slideshow ads. This is more video marketing but created from several pictures. These are great for slower internet speeds as videos can sometimes fail to load.
Collection ads highlight a product in the middle of the user’s news feed. They include a photo or video of the product with details including the pricing. Messenger ads work in the same way but can be used to encourage previous interactors to get back in contact with the brand.
Finally, lead ads are mobile-only contact forms. The less information needed to process leads, the better.
This next Amazon marketing tip makes the most of listing products on deal sites.
Amazon sellers should consider using other platforms for deals and coupons for their products. They can be easily used to promote your Amazon listing by tapping into a huge source of active bargain hunters.
The benefit to this is that there will be a sharp increase in sales, which is a big factor when it comes to organic rankings in Amazon. The reduction in cost will obviously have an effect on margins but having the product appear higher in search results makes it entirely worth it.
Deal sites have another advantage that helps with your Amazon marketing: extra customers. With more customers comes more reviews. Always ensure to follow up with customers. After all, reviews help other customers make decisions whether or not to buy the product. They act as social proof.
Encourage them to leave a review on the deal website, or an Amazon, a week after delivery has been confirmed. Any earlier than this runs the risk of seeming too pushy
With all this in mind. it’s imperative to use a reputable deal site to maintain the brand’s reputation and to stay within Amazon’s ToS.
Offering product discounts and asking for reviews are not breaking Amazon’s ToS. However, paying customers to leave reviews is so tread carefully. Any deal site that encourages this practice should be avoided at all costs.
It’s been mentioned before but it’s a highly important point for deal sites.
Once the deal is live, keyword tracking is essential. Sales results must be measured to see what is working well and what needs to be improved. The Keyworx keyword rank tracker tool is perfect for the job.
All these sales are aiming to increase rankings in Amazon to get the product making natural organic sales. Once organic rankings are achieved, there isn’t much more that needs to be done from an external marketing point of view.
Enhanced Brand Content
The fifth and final Amazon marketing tip is to use Enhanced Brand Content (EBC) as part of a product listing.
Amazon results pages are one of the few things most sellers haven’t quite cracked yet in terms of visuals. This is due to the amount of information on-screen. This can sometimes overwhelm a customer and put them off buying, making it more important for the product to stand out, such as high-quality, eye-catching imagery.
EBC templates facilitate this need. EBC listings have multiple options for improving branding content and presenting a more editorial approach to advertising. Sellers have the ability to take advantage of large, graphic photographs with branding staples such as logos and custom fonts.
However, to qualify for the service, sellers must be approved as brand owners through the Amazon brand registry process. It’s also possible to qualify for EBC through managed selling programs such as Launchpad or Amazon Exclusives.
Once a product has been approved for EBC, begin exploring the various options and templates available. Regardless of the layout, all EBC designs allow sellers to expand upon the photos, text, and graphics within their existing listing.
Here’s a great example:
Implementing EBC can help Amazon sellers develop a stronger brand and product presence. There are many examples of EBC to choose from, and many are really well done and making a big difference in differentiating the brand.
For example, recently, 360-degree videos have emerged as one of the hottest and most effective Amazon marketing trends. Similarly to the Facebook ads, short video clips are a great way to display and feature products while describing how it’s used.
A 360-degree video has the unique feature of being able to expand upon flat detail images while rotating products in order to see all angles, colours, and textures. This simple yet effective technique gives sellers the ability to show, not tell, and create a deeper connection to the product.
Here is a list of rules to stick to when created EBC:
- Don’t reference the company as a seller or distributor.
- Do not include any company contact information in the descriptions.
- Don’t compare or mention competitor’s products.
- Seller reauthorisation is not allowed, example “This product is a product only sold by authorised resellers”
- Don’t use pricing or promotion information, example “lowest price on Amazon”
- No information about shipping details or timelines.
- No copyright or trademark symbols.
- Don’t post information about customer reviews.
- No content from third parties (such as quotes from magazine articles).
- Images must be high quality, no pixelated or low-resolution images.
- Don’t promise warranties or guarantees.
- Don’t include images or text that attempts to mimic the Amazon logo.
- Only include images or logos that belong to the brand.
- Don’t try to publish an EBC description with grammatical errors.
- Don’t mention the product in connection with any kind of criminal activity.
These are 5 Amazon marketing tips that will prove to be a huge success for eCommerce businesses.
If there was just one thing to take away from this entire article, it’s that keyword tracking is the most important tactic available.
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