Tag Archives: Amazon PPC advertising

Why sales have gone down

Why sales have gone down

Sometimes, sellers are doing just fine when all of a sudden, the sales start varying and dropping day by day.

Here are a few reasons why this happens. 

1. Losing the Buy Box

Most of the sales happen through the Buy Box, which is the best place for generating sales for all third-party sellers who want to be successful on Amazon. They must always aim to win the Buy Box on Amazon, which gets rotated between sellers that are deemed good enough to have it.
If you are the only person who sells the product on Amazon, then you will be fin, but if there are multiple sellers, you will be facing serious competition for the same Buy Box.
So, if you have lost the Buy Box, or it is being shared with different sellers, this can explain the reason as to why your sales have dropped all of a sudden.
If you want the Buy Box back, you must make sure that you have good software, and that you are competitively priced. Your feedback should always be positive and as engaging as possible.

2. Experiencing negative feedback

There are two ways for a person to leave their feedback on Amazon, one is for the seller (seller feedback) and the other is for the product they’ve purchased (product review).
If you are a private label seller then getting a 1-star product review can hinder your sales dramatically. Any bad seller feedback review is bad for your product. The moment you get negative feedback, you should examine the problem and find out where it is within Amazon’s feedback guidelines. If there is a problem with the shipping, then Amazon will remove this feedback, so that it doesn’t affect the product.
The other feedback can be removed by the customer if you work with them on the problem and solve any misunderstandings they had with the product/service. But, never force a seller into removing feedback.
Find out where you went wrong, and do whatever you can to regenerate sales.

3. Look up your product the way a customer does

You should always put yourself in the customer’s shoes and think the way they would. Check your product’s visibility, if your product is on page one or not, how your product is being displayed on the mobile. Check if you have listed your products with the correct keywords and that your images are updated and of the best quality.

4. Seasonal trend

Sometimes, based on what you sell, you may experience some months when your sales are slower than usual. Like sunglasses are bought more during summer instead of winters. It is good to keep track of when your figures escalate or fall so that you can identify any seasonal trends.

5. Ending a sales promotion

Sometimes, Amazon sellers decide to run promotions for the entire year in order to boost sales and product visibility. If your promotion has recently ended, then it might be the reason why your sales have gone down all of a sudden. This is why you should keep track of any campaign dates that you have in order to know when it ends and how it affects sales.

6. Check your campaigns

Many Amazon sellers use Amazon PPC ads in order to drive traffic to their product listings. Using an Amazon PPC campaign can directly affect your sales if your payment method gets denied or if your Amazon Sponsored Ad campaign comes to an end.

Conclusion
There will always come a time where your product will experience a drop in sales. However, you should ask yourself some questions, like what your competitors are doing, what your buyers are doing, how your prices are as compared to your competitors, and your reviews.
However, this slump is always temporary and along the year, this will even itself out.

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Know How to Win the Amazon Buy Box

Amazon is the biggest marketplace on the digital platform, one may call it ‘the marketplace’ which rules the e-commerce world on the internet. Sellers and buyers flock the website, alike and if you are a seller on the Amazon, you must be aware you are not the only seller for the particular product type; there are about hundreds of sellers of similar product type. So, imagine the competition.

Amazon BUY BOX race

 

What can one do to beat the competition and move ahead in the number game? Well, Amazon comes ahead to solve this universal problem so that the sellers do not have to face problems on the website. Amazon gives its sellers many opportunities to have a better reach and visibility(provided, they are paid) and sell their wares and products at competitive pricing and profits.

One such sponsored ad facility that Amazon provides its sellers is the ‘Buy Box’. For all those unaware what a Buy Box is, it is the section that appears on the right-hand side of the product information page that allows the buyers to either move the chosen product to their cart or make a purchase instantly.

Why Buy Box?

Buy Box is, invariably, a pivotal tool for the sellers who are looking to sell their products and get higher profits using the Amazon marketplace. When a buyer moves the products from the product information page to his or her cart, they are planning to buy from a single seller, thereby, turning this into buy box winning for the seller.  And the seller is the buy box winner if the buyer makes an instant purchase by clicking the ‘Buy Now’ button.

Since every seller has to comply with Amazon’s rules and policies, getting a place in the Buy Box is a clear indication that the seller is associated with Amazon’s policies. Buy Box, in simpler words, can either make or break the sales of the seller.

Who is eligible to get the Buy Box?

Anyone who has subscribed to the professional sponsored tools provided by the Amazon and is in compliance with Amazon’s policies is eligible to get the Buy Box on Amazon.

How to win the Buy Box?

Everyone speculates about the theory behind the Buy Box when, in reality, no one is really sure about the behind-the-scenes of the tool. Everyone wants to win the Buy Box but not everyone can do so. We have listed a few ways using which you can win the coveted Buy Box.

  • Pricing is the key factor 

Price of a product is what pulls the buyers more than the quality, or the features(granted they are important, but not so much as the price). Having competitive pricing on Amazon will help you in moving one step closer to winning the Buy Box. Keep up with the competitive pricing and also, keeping a check on the rivals’ pricing will help in keeping your pricing in control.

  • Maintain the sellers’ rating

Sellers’ rating on Amazon is of critical importance which has a great impact on your winning the Buy Box. Speedy and efficient delivery, pricing, customer feedback and response, customer care, redressal to the grievances and most importantly, building a good reputation in the minds of the customers is what will help you in increasing the sellers’ ratings and in turn, increase your chances of winning the Buy Box. 

  • Keep the Order Defect Rate at the minimum

More the complaints and negative feedback from your buyers, lesser is the chance of you winning the Buy Box. Forget winning, you might lose the eligibility of the Buy Box on the whole if the ODR reaches 1%. This requires minimum to nil mistakes on your part and better customer satisfaction ratio.

However, one important factor to keep in mind is that nothing is stable and secure in the field of e-commerce platform and one mantra cannot work for everyone alike. Similarly, with the Buy Box, there are many uncertainties surrounding it. Simply keep up your good work, product quality, pricing, customer rapport, and fewer mistakes and you will have better chances of winning the Buy Box.

 

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How does bidding work – Amazon Sponsored Ad

How does bidding work - Amazon Sponsored Ad

When you bid for your Amazon campaigns, it can almost be considered a perfect science. In Amazon, the seller bids on the search terms. The one with the highest bid and a quality ad, wins. When a customer searches that term, your ad will show up and you won’t have to pay for that ad until the customer clicks on it.

When a seller begins an Amazon PPC campaign, they are usually confused about their starting bid. The best way to start is by an incredibly high AcoS, using the Inch-Up Method. Once you start bidding, you will have enough data. In the Amazon Product Ads Program, instead of paying a revenue amount of share, the pay per click and then you get the same amount of traffic on your site as a traditional shopping engine works. It converts very well and their CPC is the highest.

How to optimize your bids in a new sponsor product campaign ad 

Most sellers choose one of the two methods for bidding, which actually depends on finding the smallest bid you need to get the most information possible. Now, there are two different strategies, them being Fast and Sloppy, and the other one is called the Inch-UpMethod.

In the Fast and Sloppy method, the strategy that is used involves bidding aggressively. Overshooting prices and then lowering it is also done. It’s still pretty huge on Amazon. When you use this process for a few months, you will end up with a lot of areas where you overspent, and what you should have done instead.

The better strategy is using the Inch-Up Method. The way that good PPC optimization works is to find the smallest bid and get the most information. With a small bid, you can get a keyword you are not sure about and don’t know how it will perform. In the start, it goes from zero clicks to more conversions by the end of the week. The same conversions that you pay more for in the Fast and Sloppy method, you pay less at the Inch-Up Method.

The Inch-Up Method Helps Avoid Over-Spending

This method helps you save your money. You will have to constantly overshoot, repeating the process of hundreds of keywords that you are going to probably use for search terms. You will have to brainstorm many strategies in order to get the right keywords to make better conversions. This method helps you find the smallest bid which gives you the most information. Once you get your conversions, you know where to bid. You know how to increase your AcoS and how to get better profitability. So, you know when and how to bid aggressively. This process is slow, but it saves a lot of money when you use and throw hundreds and thousands of keywords in the course of a year.

You are always bidding on keywords, remember that. It doesn’t matter if you choose Automatic or Manual, it is all for keywords. With Automatic, you don’t get to know the number of keywords that are generated for your campaign. The only thing you get to set is the amount you have to pay for Amazon. It is not recommended unless you have an unlimited budget, so you must always choose wise words and bid only as much as your budget allows you too.

The higher your bid is, the better your ad real estate will be. But, if there is a tie between the winning bid of an Automatic and Manual, Manual will get the prime real estate. So, you should always go with Automatic if you don’t know what keywords you need to use, or what did you have to make in order to get profits and make your business succeed, since it is probably your first time doing something like this.

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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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A beginner’s guide to Amazon Sponsored Products

Amazon is the market giant and a global leader in the world of e-commerce. Today, selling on Amazon is no longer an option but has become a necessity if one wants to be visible in the monstrous e-commerce web.

Amazon, singlehandedly, is the largest employer in the whole of United States, with about 550,000 full time and part time employees and there is only one reason for the higher employment rate and that is increased in demand for the products and subsequent sales. There are about 350 million Amazon users all around the globe buying everything ranging from stationary to groceries to fashion to stocking up the daily needs and requirements. After introducing Amazon Prime, there has been a surge in the number of users and buyers on Amazon.

The sellers are benefitting not by just selling on Amazon but also, through the advertising feature of Amazon.

What are Amazon Sponsored products?

Amazon has a special pay per click feature that allowed products that are being advertised to appear in organic search results. When a person keys in the keywords for a product he is looking for, say – shoes, Amazon will bring forward products that are being advertised under the shoes category and meets the keywords that have been keyed in. The sponsored product will appear on top of the search result page and will be denoted by words either ‘Sponsored’ or ‘Ad’.  These ads are far more effective and cheaper than other ad mediums as there are more chances of purchase since the user is searching the product with the intent to buy.

Where do the ads appear?

The Amazon Sponsored products ads appear on the first page of the search result page, either on top, middle or near the searched product, to be easily visible to the buyers.

Amazon Sponsored Ads

Why Amazon sponsored products ads are important?

If you have released a new product or a new line of products, Amazon sponsored ads are the best way to reach the potential customers. They will appear on the search result page and will prompt the buyers to at least have a look and this might, in turn, result in a purchase.

How Amazon sponsored products ads work?

The PPC platform within the Amazon marketplace is a powerful tool to help in discovering products. It appears as a bidding war with the highest bidding seller wins the keywords that will help his products to appear on the first page of the search result pages. Also, it is important to have a creative and quality ad in order to win against other ads in the same field.

Sponsored ads are keyword oriented, thereby meaning that your ad should contain relevant and effective keywords in order to gain Amazon’s automated run through the products. Also, the seller will be charged only when a customer clicks on the ad.

Cost of Amazon Sponsored products ad

When compared too other social media advertising platforms like Google, Facebook, Bing and such, Amazon advertising is far cheaper. Usually, an Amazon PPC ad costs only $0.35, proving to be cost effective. It is also a better option for serious commercial sellers since the customers’ intent is to make a purchase.

Well, one question asked too many times is ‘how much should one spend on Amazon PPC advertising?’ There is, really, no limit to how much should one spend and if you were to ask three different business owners their views on Amazon advertising budget, you are bound to get three different quotes.

How can one measure the performance of the ads?

There are a few indicators or parameters that will help a seller to determine the performance of the advertising campaign on Amazon.

measure the performance of the Amazon ads

  • The number of times the ad has been displayed.
  • The number of times the ad has been clicked.
  • The number of times the ad converted into a purchase. (usually within a week)
  • The number of times the ad created an interest in the minds of the buyers.
  • The Advertising Cost of Sales (ACoS), i.e. the cost incurred – the revenue.

Tips for beginners

If you are a beginner and looking to run your first Amazon sponsored products ad, it is advisable to run both manual and automatic campaigns simultaneously. This will help you determine which keywords work best for you.

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