How to get your Amazon PPC conversion rate in shape - Part 1

amazon seo sponsored products Mar 24, 2020

Today, Amazon is the go-to marketplace for more than 310 million customers.

But of greater significance is that more than 54 per cent of all product searches take place on the platform.

In other words, Amazon has replaced Google as the No. 1 search engine for products.

And just like on Google, if you want your product to rank highly, and appear at the top of the search results, you need to build up your organic search engine optimization (SEO).

Improving your Amazon SEO is the low hanging fruit when it comes to increasing your conversion and sales. 

So if you find yourself in self-isolation with time on your hands due to COVID-19, now is as good a time as any to give your product listings some extra TLC.

In this first instalment of a two-part series on how to get your Amazon SEO strategy in shape, I'll be sharing our top tips to help get your products discovered.

1. Keywords

Investing the time into researching the best keywords to optimize your Amazon product listing is critical. Quality trumps quantity.

While search volume is important, relevancy is equally as important. Some terms might have high volumes but not fit your product or target customer. Not to mention that relevance is one of the main A9 ranking factors. So overlook it at your peril!

There are several keyword research tools available on the market that can help you gain insight into the latest trends on Amazon. Whichever one you use, make sure to choose those keywords that best support your product.

2. Listing copy 

Your product listing should not only accurately describe your product, but it should also 'speak' the same language that customers use in their search queries. 

For example, let’s say you sell a garlic press. While lots of customers use ‘garlic press’ to discover your product, others might use ‘garlic mincer’, ‘garlic crusher’ and other variations of the same keyword.

Make sure your listing includes not only the main keyword but other relevant terms your audience might be using as well.

The title is the most weighted element of your listing, so you should place the best 3-5 keywords for your product here.

Short and snappy titles typically convert best. You need to tell the customer what he/she needs to know to help win the click e.g. why they want to buy the product or what they want to use it for.

Next up are the bullet points or what Amazon refers to as the 'product features'. 

Here you can place your top keywords and describe your product in more detail. This is where you need to focus on the main benefits of your product. 

Ask yourself what the customer wants to do with the product. What problems does it solve? How will it make their life better? Again keep sentences short and concise. Brevity is best. 

Finally, we come to the product description. For those customers that take the trouble to read a product description, this is where you can seal the deal.

A good product description should always include the most important product details as well as address potential customer questions or objections. More keywords can be placed here as well.

3. Product Images

Studies have shown that browsing customers always pay attention to the image of a product first.

Enticing images that capture attention is critical if you want your product listing to stand out.

Using multiple high-quality images of your product is a must. In addition to attractive studio shots, it's important to include a selection of lifestyle shots that feature your product being used by your target customer and focus on the experience that the product delivers.

I hope you found these tips useful. Next week, I'll talk about the other aspects of your Amazon listing optimization you can focus on to boost conversions and sales.

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