Last Updated 21st April 2022
This is a question we get a lot here at Keyworx. It’s also an easy one to answer: Start marketing your products!
Keyworx is a vehicle that allows you to track your organic rankings (which is the lead indicator for profitability on Amazon). The higher you rank, the more sales you’ll generate and unfortunately the algorithm works vice versa too. Meaning, the businesses and products ranking already will be generating the most sales (and hence rank better).
There’s multiple methods to improve your Amazon ranking. There’s 4 guides we recommend reading before continuing:
Keyworx allows you to see which of your advertising is working and which isn’t. Below are 5 marketing strategies we recommend;
Running Google ads (previously adwords) directly to your product listings is not a new Amazon strategy, but it’s still extremely effective when implemented correctly.
Narrow, exact match targeting is what’s recommended, but as you won’t be able to track the sales that come through Google ads directly, you can use organic rankings for that specific keyword to analyze results.
Key tip: Make sure you use a super URL or add-to-cart URL within Google ads. This will add additional rankings to that specific keyword you are looking to rank for. Another tip is to use what’s known as the blind add to cart button. To get this URL follow this video; https://youtu.be/rdRlLwTt1SA
Once you have this URL and your Google Ads strategy set-up, you can simply run with whatever budget you are comfortable with and track the results of your organic rankings within Keyworx.
When implementing a paid marketing campaign you’ll want to see initial movement within 5-8 days. As per the chart below, if you get movement (from 7-8th position up to about 5-6th in the below example). Then you can begin to scale that up and turn the budget up until you reach your desired position, but remember going from 7th to 3rd for a keyword as large as probiotic is going to take a large budget. If you are a start-up or have a smaller budget, focus on longer tail keywords and push your product onto page 1 for those.
This comes from our partners at Amazon SEO Consultant, leaders in Amazon SEO and marketing, they’ve developed a process by which ranks Amazon products for specific pre-determined keywords, you can find out more information at; https://amazonseoconsultant.com/order/.
When tracking these the ranking charts look more erratic but results are incredibly consistent.
As you can see, the tracking is more erratic but evens out at the “result” after about 14 days. In this case the product went from 37th to 1st and has stuck that ranking ever since.
This tracking has now allowed us to target similar competition keywords and grow this Amazon FBA brand dramatically simply due to the fact we know this method works. If we hadn’t have tracked the terms, we cannot invest larger budgets into campaigns.
Driving external traffic to an Amazon listing is an absolute gem of a strategy if you can get it right.
The reason is because Amazon values external traffic generation highly as you are essentially helping Amazon make money, so they “reward” your product with higher rankings. The 2 keys to remember here are;
Use your blind / add to cart URL as previously mentioned.
Generate a paid/sponsored post where your target audience already exists (Mini launch process).
The reason why the rankings spike so quickly is due to your audience being on the specific page you are already targeting. For example, if you have a very specific yoga shoe/trainer. Going to a generic “health and fitness” site and getting a sponsored post, really isn't going to generate many sales. Instead going directly to huge yoga authority sites will have a much higher conversion rate and also improve your chance of generating real fans for your product.
If you can get the article you are writing to also be found for specific keywords related to your product “best yoga trainers” “yoga shoes to prevent slipping” “breathable yoga trainers” etc within Google, this will result in consistent sales and help keep your product ranking in the top 5 results consistently for years without any additional marketing effort or budget.
Another quick way to generate traffic and sales to a listing is to specifically target a group on Facebook, add value via Quora or be very active on a relevant forum. These methods only work if you have a differentiated product and not just competing on Amazon on price without any additional benefits.
These strategies are very time intensive but also very cheap. Getting active in these areas and adding value first, then referring to products is a good way to generate your first dozen sales, usually building credibility in the process too. And remember to use the URL mentioned above.
One of our favorite methods is to get in sites writing about “best of” product lists. These are very common in almost all niches and for millions of keywords throughout all Amazon marketplaces. Although competitive, the ROI from this campaign is usually positive before even looking into the rankings for a specific keyword.
To start these strategies simply research a list of top ranking articles on Google for your specific product’s keywords. Remember to include longer tail keywords. For example, don’t think “best table” instead think very specifically to start, as these longer tail keywords will be cheaper to include your product on; “best slim coffee tables”, “best white tables for hallways”, “top dining room oak tables”, etc.
The key for all these methods is to establish a baseline ranking before starting. If you have a product that ranks 20th for 14 days before starting, then you run a paid marketing campaign or a keyword focused sales campaign and after another 14 days you see the rankings have increased to 3rd, then you know with a very high degree of confidence that these marketing strategies have resulted in these results and hence you can invest more into the marketing that works and stop what doesn’t.
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