When launching a new product on Amazon, it’s easy to jump straight in and pull the trigger on Amazon Ads.
But there is one thing you should do from the get-go, before you create your first campaign, to make your ads as effective as possible.
You need to make sure you optimise your product listing first. Sounds obvious but so many sellers fail to optimise their listing properly.
There are two parts to optimizing your listing for Amazon SEO. The first is for keywords. This is the part that most sellers focus on.
By including relevant keywords on your product page, especially in your title and backend search terms, you ensure your ad will be shown for a particular keyword.
However, it’s the second part that sellers fail to pay their full attention to. That is, optimizing the content of their product listings, in particular, those components that are critical to how well your Sponsored Ads are presented, and therefore, convert.
These components are the main image; title; price; star rating, and the number of reviews. Granted, you don’t have much direct control over your product’s star rating and the number of reviews you have. But you do have control over the other three.
Main image: a high quality, eye-catching image is crucial to capturing attention and compelling a shopper to click on your ad. The image must be clean, easy to understand and fill 80% of the frame. This is especially important and often overlooked, for mobile. Take a look at your product listings on your mobile device, and you’ll see what I mean.
Title: Your title needs to tell the shopper what the product is, and why they need it. Sounds straightforward enough, however, you need to fine-tune your title for multiple Sponsored Products placements. The title is truncated at 30-33 characters on the right of search, and around 120 characters at the bottom. You need to ensure your ad reads well for both.
Price: While the price is not the be-all and end-all, it is an important consideration. So you need to price your product competitively, especially when you are launching.
Once you’ve ‘won’ the click, it goes without saying that you need gorgeous lifestyle images and engaging copy to seal the deal.
By ensuring your product listing is properly optimized, you will improve both your organic and advertising Click Through Rate (CTR) and Conversion Rate (CR). That means better performing amazon ads and getting more bang for your ad dollars.
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