Monthly Archives: November 2018

Sales from organic listings or from clicks on sponsored ads

Sales from organic or sponsored Ads on Amazon

Amazon Sponsored Products ads are one of the most powerful tools used for driving sales for Amazon sellers. These ads are pay-per-click (PPC) ads that drive traffic to Amazon product detail pages. They are based on certain keywords that drive traffic to a desired product detail page that exists within the Amazon platform.

Sponsored Products ads can appear in Amazon categories such as Appliances, Arts, Crafts, & Sewing, Automotive, Baby, Beauty, Cell phones and accessories, Clothing and accessories, Collectibles, Computers, Electronics-Audio/Video, Electronics-Mobile, Fine art, Grocery and gourmet food, Health and personal care, Home and kitchen, Industrial and scientific, Luggage, Movies and TV, Music, Musical instruments, Office products, Outdoors, Patio, lawn, and garden, Pet suppliers, Shoes, Software, Sports, Tools and home improvement, Toys and games, Video games and Watches.

How to Build Amazon Sponsored Products Ads

There are two ways to make your campaigns using Sponsored Products: Automatic Targeting and Manual Targeting. While Automatic Targeting allows you to skip the process of selecting keywords, it also gives a lesser amount of control as compared to Manual Targeting. Manual Targeting allows you to identify the keywords for searches.

1. Start with Automatic Campaigns

With Automatic campaigns, Amazon targets your ads to all relevant customer searches depending on your product information. You must select the best keywords for your products. By bidding on the right keywords you can improve your page sales rank and organic listings. You should always analyze the customer search term data in order to make strategic decisions and know which keywords to bid on.

2. Keywords from Amazon Search Terms Report

Amazon Search Terms Report provided sellers with data regarding the statistics of the customers, including impressions, clicks, sales that each search term received. Now, with the changes, you can see that the words are converting well but Amazon does not tell us which SKU it is associated with it. This has made it difficult for sellers to identify which keywords work for which products.
3. Campaign Structure:

You should build your campaign structure with only 1 SKU per ad group. This increases the precision of bid adjustments and keyword harvests.

4. Choose a Quality Keyword

You should always look at the raw data while analysing your Search Term Report in Sponsored Products. You will find information through:
Order Numbers
Product Sales
Clicks per keyword

5. Manual Campaigns

You must build your Manual Campaigns by adding the SKU to bid on each keyword. Keyword harvesting will remain a continuous process as there always occur shifts in the market, including seasonal trends.

6. Select Your Keyword Match Types

When you create a keyword in Campaign Manager, you should always specify your match type. It lets you fine-tune which search terms are working and which appear on your ads. There are three types of keywords: broad match (offers broad traffic exposure), phrase match (search terms contains the exact phrase), and exact match (exactly match the keyword in order), from which you can select one.

7. Generate a Competitive Bidding Strategy

Once you’ve selected your keywords, you need to bid on them and use them for as long as your campaigns are running.

8. Use Negative Keywords

You must identify which keywords are posing negatively on your product and get rid of them from your ad campaign. By doing this, you refine the performance of your Sponsored Products campaigns.

Conclusion

Your success on Amazon depends on how you strategize and make SKU adjustments and optimizations. You must analyse your consumer and product data. With the immensely increasing competition on Amazon Sponsored Products, you will be able to get a hands-on strategy. 

 

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Not getting any sales as a new seller due to price competition

high competition on Amazon

Amazon is one of the biggest online platforms there is. That means, if you have to sell something and you’re selling it online, not being on Amazon would make you lose half your potential market. That is why being on Amazon is a must. This is how you get started.

Get set up on Seller Central

If you are starting selling on Amazon, you need to create an Amazon Sellers account. There are over 20 categories for you to choose from, and another 10 which are exclusively for Professional Sellers.
If you want to list products in these particular categories, you will need special approval from Amazon, and it is not an easy process.

What to Sell

Once you’re all set up on Amazon, you need to decide on what to sell. If you are selling other brands’ products, you need to decide which products need to be listed on your Amazon store. There are certain things that you need to consider:

1. The cost of the products: You should always pick a product that is cheap. Choose something relevant and easy to invest in, without any huge financial investment.

2. Amazon sales rank: Every product that is sold on Amazon has a sales rank. Products from the same category are ranked and if they have a lower sales rank, it means that the product has a higher chance of selling and better sales. That product will take less time to sell.

3. Pricing competition on Amazon: Being a new seller, you have a risk of getting sacked under other products on Amazon that have been there for a long term. That is why you need to consider the price that other sellers are listing your potential new product at. If other sellers will list the product at the price lower than its SRP, then you won’t be able to make any sales.
You should always be aware of the listing prices of other sellers because you don’t want to get into any price wars with experienced sellers, it will only be harmful to you as they know their tricks. It will lead you into dropping your prices so low that you won’t be able to make any profits.

4. Low prices and free shipping: Since pricing wars with other sellers is strictly a no, you are allowed to set your product at the lowest price possible, at least in the start. Losing a little money, in the beginning, is okay because with low prices come, customers, which will give you the sales amount that you actually need in order to grow on Amazon. If your prices are low, you will be able to get into the Amazon “Buy Box,” which will increase your sales. You can also offer free shipping.

You must build customer trust and remain a sustainable long-term brand on Amazon. In order to do this, you must keep your prices stable. The only reason you should change your prices on your Amazon products would be any two of these following reasons.

  • To increase your sales rank
  • Cross-selling your products

Get feedback

By feedback, we mean that you get the feedback for your actual Amazon store, and not just for your products. When people are shopping on Amazon, they should know that you are a trustworthy seller. The best way to get that is by having reviews from other buyers that say so. Having feedback from past customers can help new customers believe in your product. There are services which automatically send an email to your customers and asks them to share their feedback for your Amazon store. Since you won’t get this feedback very easily, there is a reason why you need to up your sales volume, as the more sales you make, the more feedback you get. The moment you start getting reviews for your store, you will see the change in the sales volume.

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Why Amazon Sponsored ad is not getting a conversion?

not getting conversion on Amazon

Sometimes Amazon Sponsored doesn’t get a conversion, because of certain mistakes that happen. People ask FAQs like “why isn’t my ad converting well” or “my ACOS is not proper. What should my sales targets be?” or I’m not getting any traffic to my products. What to do?” These are a few problems that take place –

Mistake 1: Not Knowing Your Margins

People who just start using sponsored product ads usually do not have a campaign goal in their minds. You must know what your margins are before running your first ad. Your advertising cost of sales (ACOS) goals will change over time. If your product is great and you want to focus on getting more profits, you should set a target ACOS of 15-20% to maintain an even balance between sales and profit. Therefore, always have a goal in mind so that you can follow a consistent strategy.

Mistake 2: Having A Poor Amazon Listing

One of the most common reasons for poor Amazon PPC performance is having a poorly optimized Amazon listing. Before spending money on ads, you should see to it that certain bare minimum conditions are met.

  •  High-quality header image
  •  Use all your image slots to show off your product from different angles
  •  Bullet points convey the value propositions of your product
  •  Product title conveys the type of product you are selling.

If you don’t know whether your product quality is good or not, check with your conversion data. If your conversion rate is less than 5%, then you are having a conversion problem. If it is more than that, then your campaign is either normal or working extremely well if the percentage level is higher.

Mistake 3: Poor Campaign Structure 

You should always use different campaign structures for your products.

  • Auto Campaign

This campaign allows Amazon to check out its keyword space.

  • Broad Campaign

Using Scope, you can check the Amazon listings of your competitors to find out which keywords are generating sales. Choose the highest performing keywords and you can convert at a high rate.

Mistake 4: Not Having Enough Amazon PPC Data 

Most people who start using Amazon Sponsored Product Ad don’t gather sufficient data before making any changes or conclusions with their ads. You must check your keywords, create negative matches, check high conversion rates and then draw conclusions.

Mistake 5: Choosing Too Many Keywords

You should not use keywords that are more than 2-3 words long. This is a balance of keyword exploration and profitability. The problem people find with keywords is that they are either too descriptive or not descriptive enough.

Mistake 6: Not Making Correct Adjustments

You should never let your campaigns run at the cost of profits just because you get too excited or are in a rush. Instead, you should find keywords that aren’t converting and add it to your list of negative keywords. If you have relevant keywords which aren’t that profitable, then you should lower your bid until your ACOS matches your goals. If a keyword is relevant, generates an occasional sale but is unprofitable, add it in the negative keyword list or lower your bid to the point where you will make a profit.

Never leave your campaign dormant just because it’s making a couple of sales. This will be at the expense of your profitability. If you are not able to interpret your data, then you should use a tool called Ignite. It automatically makes bid adjustment and keyword recommendations on your account. It is based on a machine algorithm.

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How to increase sales conversion Rate on Amazon

Increase sales conversion rate on Amazon

Profitability is not the most important business feature. Amazon Conversion Rate is required for every eCommerce business, as it is directly linked to your success. You must carefully evaluate your conversion rates by knowing what you are looking for and how anything might influence your business decisions. But you must first find your conversion rate.

How to increase Amazon conversion rate –

Keyword Research

In order to get a good conversion rate, you must see to it that you have a lot of traffic on your site- through clicks and relevant keywords. The best way to do this is by finding similar products and using their keywords in your products, title, the bullet points, and product description. You can also use the Rank Tracking tool to check rankings for keywords.

Optimize your product listing

You can optimize your product listing by finding out the exact wording and imagery to hook your buyers/customers and draw them towards conversion. Using split testing, you can see how changes you make to the listing brings changed interest to your product. When you find successful keywords, tags, titles, bullet points, you can keep them and work on the other ones till you perfect them.

Compare your prices

The best ways to optimize your listing is by finding the correct price for your product. You should start by looking at the competitors’ prices. Picking the cheaper alternative isn’t the best idea, it is a compromise on quality and sometimes profits are more important. You can also try running discount prices to encourage conversions to boost sales.

Amazon PPC

Amazon Pay Per Click advertising is one of the best ways to increase conversions and increase your sales. It brings your product a higher listing. It will appear in front of your customers and will help improve your rankings as well. Your products will show a sponsored front and will be keyword targeted. They will appear in search results which will use keywords given by the consumers. The sellers only have to pay if the customer clicks on your advertisement which takes them to the product listing.

External marketing

You can also use other marketing techniques like affiliate marketers, social media and re-targeting adverts. You must always assume that many customers want to buy your product but they won’t always go on Amazon. So, if you optimize your listing on Amazon, you can use them to market your product elsewhere too. You must add links whenever you promote your product.

Run a promotion 

The best way to attract customers is by offering a discount price for a limited time period. The key ways to increase your ranking is by sales. More the sales, more visibility will be there to potential customers. So, your profits may be low from a promotion, but in the long run, more money will be earned.

Use tools

AMZFinder is a useful tool for improving the rate of conversion. It helps you remove any kind of negative reviews from your listings. They will match the review to the order and send you the buyer’s details so that you can resolve the issues and formulate emails to them, which can end in a positive review instead.
The biggest benefit of this tool is that the problem can be identified early and it helps prevent dragging down the conversions. Instead of any endless research, it gives you direct access to the problem and helps you solve it instantly.

Request positive reviews

User-generated content is being thrived on in the market currently. You can encourage positive reviews by sending follow up emails to customers after different time periods. This reminds the customer politely that you would appreciate their views on the product.

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Why use enhanced brand content on Amazon

Enhance Brand Content for Amazon

Once upon a time, Amazon sellers didn’t have the tools they needed in order to build brand equity and get loyal shoppers, who turn into buyers. Now, as the competition increases, the cost of advertising your product to make it look better than that of your competitor’s has also increased. There are many categories customers look at while buying products – most popular to lowest prices. This makes the entire process harder to achieve maximum profits.

There are certain features like Enhanced Brand Content (EBC). This gives brand registered sellers an opportunity to bring their product into the limelight. Enhanced Brand Content makes your products stand out from the other competitors. The only cost you will have to bear will be of that develop content.

How do you display Enhanced Brand Content? 

You can view Enhanced Brand Content on both desktop and mobile devices. But, if you view it on your phone, it has slightly more benefits to it. Mobile devices feature Enhanced Brand Content as the 2nd piece of content for display and a buyer will see it in the centre if they scroll past the Add to Cart button. And while mobiles have a better view, desktops have a better perspective. If you view Enhanced Brand Content on a desktop, you can see that there are columns and images in an order that you would like to see. Unlike a mobile phone where they are supposed to be viewed in a collective arrangement, which is a change from the actual visuals. The layout explains more about the product and acts s a story, which attracts customers and appeals to them.

How to get started with Enhanced Brand Content?

Enhanced Brand Content is only available for brands that have registered themselves with Brand Registry 2.0 and are active members of the same. This requires a principal trademark with the USPTO. Depending on the category that you want, you will have to submit EBC. It can be either at the parent or child level. If you have a large catalogue, you should opt for a parent as a child will take time.

What are you supposed to do with Enhanced Brand Content? 

You can customize your Enhanced Brand Content pages with many options; there is no limit to it. There is a choice between 13 different modules. You have to make your choice for the selection of an ideal display for your products. There is a comparison chart where you can put up to 5 products to a simple image with text overlay. While you’re at it, you should also try out the Alt-Text fields for each image. This helps improve your visibility in searches and makes sure you don’t miss out on important terms that should be associated with an image. 

Enhanced Brand Content is an everchanging field that continues to evolve. It had started off as a 4-template offering which has now developed into a fully modular system. It has also expanded into Video. With the use of Enhanced Brand Content Videos, you can display a video per product in the image gallery. You can use this section to put a highlight on testimonials or product benefits. It can even be a branded video if you have a good story that will keep the audience engaged.

What are the final results on this?

According to internal data and Amazon’s data, there is an average of 5% increase in conversion rates from shoppers to buyers when Enhanced Brand Content is uploaded to a Product Detail Page. This differs from category to category, price point, and item types. This is how most things on Amazon are. Enhanced Brand Content also helps in reducing customers queries, doubts, questions, it lowers the rate of returns, and it improves reviews by setting expectations with customers.

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