How to Perfect Your Listing?

When you are selling on Amazon, the most important thing is your listings. If you don’t have a reliable and fancy listing, the money you will spend for the ads will be wasted. So before invest in ads, you need to perfect your listings.

There are some parameters that define your listing quality. The most important element on your listings is main image. You need to show your product on white ground (it is a must for Amazon) with the size of 1000×1000 pixels to use Amazon’s zoom capability. Zooming is a fancy feature that Amazon cares. This photo may contain the packaging or it might be the product it self but needs to be inviting for buyers. Your first focus should be making buyers to click on your product to show them detail listing page of your product. Amazon allows you to show first 7 photos (or 6 photos and 1 video) on the left side of the products’ main photo. More photos you added also can be seen by clicking a photo of the product but it is a very long shot so you should express your buyers with at least 7 photos.

The second most important parameter of your listing is title. It needs to have most important keywords including the brand name and every description the customer needs to know about the product to clicking on it. It is also important that you should target only the relevant buyers. If buyers click on your product but not end up with a purchase, that means you will be wasting your Ads investment and you will be decreasing your Ad Rank which might be costly in future PPC campaigns.

Amazon doesn’t allow products without bullet points to win the buy box. So, bullet points are the third important parameters of your listings. Bullet points need to be informative and explanatory while including important keywords.

As last but not least, you need to write a description for buyers to understand the product with details. But there is no benefit to having a keyword appear multiple times in a product description, so do not waste your energy.

Adding a video and creating A+ content for your products are important but another topic because seller must have a brand registry to implement these features.
WhatsApp Image 2020-08-12 at 16.09.34

How Amazon Ranks Ads?

There is an auction system on keyword targeting. Competitors are bidding specific keywords to win the auction and show their products as sponsored. While doing so, there is one more important parameter to win the auction. Despite the common knowledge, higher bidder doesn’t always win the auction. There is an ad ranking system on Amazon. Amazon gives you an Ad Grade to improve the overall ad performance. The reason behind this is to make Amazon more reliable and profitable. If a seller creates more clickable ads, Amazon gets paid, the seller gets charged and buyers finds what they are looking for. Basically;

MoreClicks = Better User Experience = AmazonMakesMore Money =  Amazon Rewards the Advertiser with Higher Ranking Cheaper Clicks There are two types of metrics to determine your Ad Grade. Performance metrics and relevance metrics. They are shown on the table below:

Performance MetricsRelevance Metrics
  • CTR
  • Conversion Rate
  • Overall Sales
  • Product Title
  • Description
  • Description
  • Description

As seen in the table, Click Through Rate (CTR) and Conversion Rate (CR) are the parameters needed to be considered seriously. So better performance drives a better Ad Grade and they add up to successful PPC campaigns.
Let’s show this on an example to make it super clear: If Harry bids $5 and his ad grade is 6, and Hermione bids $4 and her grade is 8 Hermione will win the auction. Hermione’s product will be shown on top of Harry’s product.
  • Harry’s ad rank will be: $5 x 6=30
  • Hermione’s ad rank will be: $4 x 8 = 32
WhatsApp Image 2020-08-12 at 16.09.33

What Is the Difference Between Organic and Paid Traffic?

Organic traffic is commonly referred as free clicks and paid traffic is where you bid on search terms. To catch organic traffic, you need to use auto campaigns though. So, it is not really free. As a basic first step you need to create a listing as your knowledge but there is no such thing as perfect listing. You need to check your auto campaigns frequently and mine your keywords from auto  campaigns for both your listings and manual PPC campaigns.
Paid traffic and organic traffic are the two important part of your overall sales performance. If you give up from one of them, your sales performance eventually will be drop harshly. You need to mine keywords from your auto campaigns and insert that keywords in your product title and synonyms in your product descriptions so that keywords may start  working for both paid and organic traffic.
There also third party tools that you mine and organize your keywords but despite common knowledge, third party tools also need experience and good knowledge of keyword tracking to be used properly.
WhatsApp Image 2020-08-12 at 16.09.34 (1)

How Much Should You Spend on Amazon PPC?

There is no exact answer of this question. If you are a small business or a giant corporation, your budget should be different.
If you are a beginner to Amazon PPC, your starting budget needs to be large enough to give you an adequate amount of data. You have to collect a data to optimize your Ads in future. Amazon PPC is a long run competition that will never ends. Every data you collected is your strength and the budget you have is your stamina. You have to optimize both of them.
The easiest way to get started on PPC is setting a budget that generate 20-30 clicks per day. You may use Amazon suggested bids for a reference when setting a campaign. You have to start with auto campaigns and you shouldn’t set a manual campaign with hundreds of keywords. You have to expand your knowledge of the market step by step and bid accordingly to avoid waste of budget.
As conclusion, in every market and situation the money you should spend vary. But the suggested PPC budget is 10% of your total revenue. You should never forget that organic and paid traffic affect each other and your revenue cannot be considered as neither from organic only nor PPC only.