Monthly Archives: January 2019

New Product Targeting Option for Amazon Sponsored Products

Amazon has introduced a new feature “Product Targeting” for Sponsored Products. With this new feature which is available for manual campaigns only, you can target your ads by ASIN or product category. It means that the customer can see an ad pertinent to the category instead of the search term. Now you have more control over your ads like when and where your ads will appear.

Amazon says that “Product targeting allows you to choose specific products, categories, brands, or other product features that are similar to the product in your ad. Use this strategy to help shoppers find your product when browsing detail pages and categories or when searching products on Amazon”.

You will experience this new targeting method similar to Product Display Ads. The main difference is that Product Display Ads allow you to advertise one ASIN per campaign; however, in Product Targeting you can advertise either a single ASIN or multiple ASINs.

Manual Product Targeting Types:

You can create ad by selecting the targeting options from the following:

  1. Category Targeting
  2. Individual Product Targeting

Category Targeting

In  the Category Targeting option, Amazon will suggest a list of relevant categories based on your product. If you discover the appropriate category just click “target “else you can “refine” the category further.  Once you click “refine”, you will have these options:

  • Brand

You can display your ads by targeting specific brands. You now have the option to leverage the visibility of larger brands by targeting competitor ASINs.

  • Price Range

This option helps you target high priced products. It allows you to show your product’s ad more effectively to potential buyers.

  • Review Star ratings

This option allows you to target products with lower ratings and reviews. If your listings have better reviews than that of a similar product, you can target that ASIN by rating to increase your conversion.

Make sure that you are not going too narrow or too broad while targeting a particular brand, price range, and star rating.

Individual Product Targeting

In this Tab, you can target suggested individual products or you can search for a specific product by its name, ASIN, or SKU. You can also upload or enter the list of products by its name, ASIN, or SKU. The main advantage is that you can set your bids based on each targeted ASIN.

What to Choose: Category Targeting or Individual Product Targeting

Category Targeting increases visibility so it can be a good option when you want to build brand awareness.

Individual Product Targeting allows you to reach your target audience with a more accurate approach.  You can choose this option when you know which ASINs are commonly showing up alongside your product.

Negative Targeting

Amazon has introduced a new option negative product targeting. In this option, you have an opportunity to exclude certain brands or products if you don’t want to show your ads for them.

Advantages of Product Targeting

Brand or Product Launch

When you have launched a new product, you can’t predict which keyword is going to work best. Hence, you can promote your brand through product targeting based on similar brands.

Wider Reach

If you know which brands or products are your competitors, target those products and advertise against them to gain market share from them.

Conclusion

This new product targeting feature for Sponsored Products can help enhance your sales. It could be exciting and profitable if you explore this new functionality and keep monitoring the performance of the campaign by running regular targeting reports. The Targeting Report was previously called Keyword Report. This report now includes data from targeted categories and products. Take advantage of new Amazon ads evolution and refine your targeting option to be successful.

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How Amazon’s A9 Algorithm works for Product Ranking on Amazon (2019)

Amazon is the first largest e-commerce search engine. Most of the Product searches begin on Amazon. So, it is essential to know how the algorithm works and how you can drive traffic to your Product and rank Higher on Amazon searches. It can bring exponential growth to your business if your listing is optimized perfectly.

What Is The Amazon A9 Algorithm?

A9 is Amazon’s search algorithm. It works similar to Google algorithm for its search results. When a user searches the product in the search box, Amazon’s search engine algorithm ‘A9’ ensures that searchers get the most relevant results for their queries. Amazon also provides recommendations by using the data from a lot of queries that people have already made.

So, optimizing your Amazon search rankings is important because:

  • Over 50% ofAmazon searchers don’t scroll beyond the first page.
  • 35% of Amazon searchers click on the first product featured on a search page.
  • The first three items displayed in the search results get more clicks.

How does Amazon A9 Algorithm work?

Amazon continuously updates its A9 algorithm to improve the customer experience. Here are two elements on which A9 algorithm works and influence the Product Ranking on Amazon.

  • Relevance:

Amazon evaluates the searcher’s queries and tries to show the most relevant product.

  • Performance:

If a Product has a good sales record, it will be ranked at the top in the Amazon search results.

How to Increase the Relevancy:

Product’s Title:

To boost product sales fast, the best practice is to include Product Name, Brand Name and variants like color, size, Product type, and Quantity in the Product’s Title. Make sure to follow category-specific guidelines (style guides) for the length of the title. Don’t exceed the maximum length of 200 characters; including spaces otherwise, Amazon may truncate the longer titles.

How to Optimize Product Titles:

  • Do research and find two or three keywords for your product.
  • Keyword Inspector’s Reverse ASIN Tool: This tool allows you to spy on your competitors and suggest what keywords they are ranking for.
  • Don’t include any irrelevant search term in your Title.

 

Backend Keywords / Seller Terms:

Backend keywords / Seller terms help Amazon to discover your product in the search result. So it is referred to as “hidden” feature of an Amazon product page listing. As per new guidelines, 249 characters (including spaces, hyphens, and commas) are allowed.

Tips for Backend Keywords:

  • Keep variations in spellings or synonyms in order to capture all relevant keywords.
  • Avoid Quotation marks to restrict the overall character count.
  • Keywords Repetition should not be done.

Bullet Points:

Your product can rank higher if you have used relevant keywords in the description of your product and bullet points. Try to highlight the benefits and important points in order to add value to your product description.

Tips for Bullet Point:

  • List out compelling and information-rich content in accordance with importance.
  • Write down the attention-grabbing phrase in all CAPS and each bullet should be roughly 250-350 characters.

How to increase the Performance:

It is imperative to understand the performance-related ranking to facilitate the performance of the product listing.

Price of the Product:

The Product’s Price considerably affects your Amazon conversion rates. So, try to Retain Your Amazon Prices Competitive. This way you can Turn Traffic into Sales Leads and the algorithm will boost your product visibility.

Product Images:

According to the analysis, High-quality pictures help your product in escalating the conversion rates and marks in a high ranking of your product.

Tips for Bullet Point:

  • Refer Amazon’s guidelines to format photos appropriately and backend naming convention;
  • Use high-resolution photos and make sure your product occupy 85% of the photo frame.

Amazon reviews:

Nowadays most of the customers rely on the reviews before purchasing the product. If the products have more reviews, Amazon will list the product at the top of the results page. So, to increase reviews send follow-up emails to the customers once they purchase the products.

It is necessary to optimize your listing while considering the algorithmic factors and keep monitoring your listing’s performance regularly to increase conversions and to grow your business.

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How to give keywords in Amazon

Amazon is a search engine and it is comparatively easier than Google to rank for certain keywords. But if you repeat the keywords, it does not count as it is just stuffing your character. It provides a very simple platform where sellers can provide customers with all the relevant data for the empty fields, which makes it very easy to implement any changes.

How to give keywords in AMAZON

How Amazon Search Terms are used

You can find products on Amazon only if they contain all the search terms a user enters during their product finding time. On Amazon, keyword optimization is much different than other search engines. You need to make sure that your product contains all the search terms a user enters for the search query and equip them with a lot of relevant search terms.
You can now use Amazon’s backend search fields by including all relevant search terms.

Prioritize certain keywords

Amazon has made changes in the character restrictions for Seller Central backend search fields. You can only use 249 characters in the backend search fields. The spaces, commas, and hyphens are included in the character count.
You need to start prioritizing a list of most relevant keywords for your product. In order to cover different keyword combinations, you need not to reuse any keywords. Make everything as unique as you can.
You should want your listing to be as relevant as possible so that your visibility, sales and overall rank in the search results grow. There are three main things you need to optimize for:
1. Visibility
2. Relevance
3. Conversions
You want the customers to see, click and buy your product. This is how it will happen.

Saving characters in Seller Central backend search fields

Your Amazon product should contain certain elements such as:
Brand name
Product line
Key feature
Product type
Colour
Size
Packaging/Quantity

In order to save space when entering Amazon search terms into the back end of Seller Central, you can avoid repetitions by using hyphenated keywords.

You also don’t need to differentiate between singular and plural forms because both get included in the search automatically.

There is no distinction made between the upper case letters and lower case letters.

Filler words and stop words are not included either, and exclamation marks should be avoided because it will only appear in a search query if exactly looked up that way.

In order to separate keywords, you should stick to just using single spaces as commas are not required and all they do is take up valuable character space.

All the keywords and key phrases that are not important enough to be a part of your title, bullets, or product description should fall into the Search Terms section in the back-end.

There are certain keyword research tools for you to check out and use them in order to increase your rankings.

Sonar – it is a free Amazon keyword research tool which helps you find all the important keywords you need to rank your product. Sonar will automatically provide a search volume estimate with the best keyword recommendations.

Merchant Words –They collect searches from Amazon shoppers which allows them to quickly find out the trends and what the customers actually want.

We know now that Amazon’ s search engine algorithm works in a certain way and that you must be smart when it comes to putting keywords. Using these techniques, you can rank higher and get more conversions than you would have gotten had you not followed this procedure.

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