Amazon Sales Boost: Mastering SEO, PPC, and Sales Recovery Strategies
Anand Singh
E-Commerce Manager | Amazon, eBay, Walmart, and, Flipkart Ads Certified | Multi-Platform Expert | FBA & SEO Specialist | 25+ Brands | 10 Global Markets | Electronics, Home, Beauty
Hey there, ready to boost your Amazon sales? In this guide, we'll keep it simple and show you how to make your products stand out using Amazon SEO and PPC. If your Amazon sales took a hit in the last three months, don't worry – we've got you covered. Let's dive into easy-to-follow tips to get your sales back on track and shining on the world's biggest online marketplace.
Let's assume that your product is not seasonal and that other competitors are doing great sales. So there could be the following possible reasons why your product sales are dropping. Working on these things could help to sell your product more on Amazon Marketplace.
1. Advertising Campaigns:
The first possibility could be that the current Amazon campaigns are not going well or the competitors are bidding higher for the keywords that you have targeted in your campaigns. For both reasons, you can follow the below method to solve the issue. This could happen if the keywords are not relevant to your product or the landing page you are targeting.
Conduct new keyword research using Amazon's Brand Analytics and find the relevance of the product by searching it in Amazon SERP, also consider both high and low search frequency rank keywords. Regularly update and refine the keyword list based on performance data.
Put high CTR and low to zero sales keywords into the negative keyword list. So that you spend that amount on other keywords that are generating more sales.
More Impression and Low CTR: If you are getting more impressions but low CTR? on your ads it means your main images and the first 100 characters of the title are not very desirable for targeted customers to make them click your product and make the purchase.
In Sponsored brand, Video and DSP campaigns same thing can happen if your ad copy is not compelling.
For this redo your Ad copy, main image, or title to highlight USPs in clear language to attract potential customers to gain more clicks for ultimately generate more sales.
Budget Allocation: On the campaign level, it could be like a campaign is generating more sales while another is not or is not able to spend the entire allocated amount for the given time frame.
Evaluate campaign performance and adjust budget allocation based on the effectiveness of each campaign. Allocate more budget to high-performing campaigns.
Bid Strategy: There can also be issues in bidding strategies that can cause overbidding or underbidding for keywords, impacting the cost-effectiveness and performance.
Testing different bidding strategies can find the most effective approach.
Targeting Settings: Ads are getting displayed to the wrong audience or missing potential customers due to misalignment targeting.
Review and adjust targeting settings to ensure alignment with the target audience.
Ad Placement: Ineffective or low-converting ad placements
Experimenting with different ad placements. Testing both sponsored placements and display ads to identify the most effective placements.
2. Product Listing Optimization:
The potential issue is that your content copy may be outdated, causing your listing to rank poorly as customers use new keywords to search for the same product.
To address this, it's crucial to redo the content copy, eliminating non-relevant or outdated keywords. Here's a breakdown of recommended actions across various segments:
Utilize Cerbro of Helium 10 to identify your Top relevant keywords that are organically ranked between 1 to 100.
Divide these keywords into three parts:
1) First Top 1 to 20 ranked keywords: Do not remove these keywords from your listing, especially if they are used in an exact match. These are the Golden keywords that generate the most sales for the product.
2) Top 21 to 50 ranked keywords: These are keywords for which your product is already ranked but not in the top positions. We can enhance our ranking to drive more sales by pushing these keywords into the Top 20. Use exact match if possible; otherwise, utilize broad or phrase match.
3) Top 51 to 100 keywords: The goal for these keywords should be to elevate them into the top 21 to 50 range. An exact match is not necessary, but if possible, use them in an exact match otherwise broad or phrase.
Title: Create a catchy 200-character title for your product. Use important keywords in an exact match to tell Amazon's system about your product.
Example Title:
Brand Name + Main Keyword + Key Feature 1 + Key Feature 2 + Additional Keyword + Compatibility + Extras + Size + Color
Backend Search Terms: With the recent update, you now have 500 characters for backend search terms instead of 250 bytes. Make this section rich in keywords, including Spanish terms (for Amazon.com), misspellings, and singular/plural forms. Use exact or phrase match without repeating words. Start with your most crucial keywords.
Bullet Points: Revise your bullet points if needed; emphasize product features more. Enhance bullet headings for quick customer understanding. If possible, incorporate keywords in the exact match without sacrificing readability.
Description: Utilize allowed HTML tags for an effective description presentation. Summarize product features in one or two concise paragraphs. Present features in bullet format for quick reading. Maintain readability; use keywords in the exact match where possible.
A+ Content: If not already included, add A+ content with image alt text. Utilize image alt text for organic product ranking. Incorporate crawlable text in A+ content with keywords for increased visibility. Premium A+ eligibility is now more accessible, consider switching for added benefits.
Product Attribute: Complete product attributes with relevant data to enhance usability for customers.
Product Video: Include a short product video highlighting important features. Product videos may be displayed on competitors' listings without fees if they lack at least 6 videos on their ASINs. Even if they have added 6 videos, our video will be displayed after theirs, requiring customers to scroll to find it.
Product Images: Consider redoing or reorganizing the product images if the listing ranks for popular search keywords but struggles to generate sales.
Virtual Bundle: Leverage Amazon Retail analytics tools to identify if customers are frequently purchasing two products together. Transform it into a virtual bundle with a discounted price, enhancing the overall customer experience. With recent updates on Amazon.com, virtual bundle options are now displayed on the Product Detail Page (PDP).
Twister / Variation: Revamp the Twister by removing ASINs that contribute to more negative reviews, affecting overall ratings. Introduce new colour options if available, simplify the layout for easy customer navigation, and use Swatch images as an additional positive feature.
Brand Story: Craft a new brand story related to the product category, highlighting all products. Use relevant keywords in the Alt Text of images to create internal links within Amazon. The keywords in Alt Text contribute to improved organic rankings.
Brand Storefront: Utilize the Brand Storefront as a comprehensive showcase for your entire catalogue on Amazon. Users can organically find the brand store by searching the brand name. Optimize all pages with the latest offers and meta keywords. If promoting a top-selling product, consider creating a dedicated page within the brand store for enhanced sales.
Amazon Post: Create simple, Instagram-like posts on Amazon that organically appear on your and competitors' listings. When clicked, customers can land on the Amazon store and product page. This offers an engaging way to showcase products and drive traffic to your store.
Amazon Live: Reach out to influencers to review your product on Amazon Live, boosting awareness and driving sales. Leveraging influencer reviews on Amazon Live can effectively increase the visibility and credibility of your product.
Implementing these steps comprehensively can enhance your product's visibility, relevance, and overall performance on Amazon.
Most of the above-mentioned aspects can be A/B tested to determine whether changes yield the desired results or not.
3. Inventory Management and Pricing Strategy:
I will start by checking if inventory replenishment is timely. All the above-mentioned points could become null and void if you don’t have stock to sell on Amazon. There could be an issue where the competitor is going aggressively on pricing. In this scenario, with the client's permission, we have to lower our price to increase sales.
Pricing Strategies:
OUT OF STOCK!!!
4. Enhancing Product Insights and Addressing Limitations:
Conduct a proper root cause analysis to understand why customers are returning orders and providing negative reviews. By doing this, we will have a clear picture of the shortcomings of our products or any limitations they may have. We can then address these limitations in the product content and creative copy, framing them not as negatives but as inherent limitations.
Source:
Sales and Digital Marketing Associate at ZenBasket
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