STEP 2: Establish, Optimize, Maintain Pay Per Click (Amazon Sponsored Product) Campaigns – RANK HIGHLY
In order to gain greater visibility, you must RANK HIGHLY in Amazon search. In certain obscure categories, it’s entirely possible to rank highly immediately by simply writing strong copy and incorporating necessary keywords. However, in most profitable product categories keyword research and strong copywriting alone will not suffice. In order to rank highly, we must implement Pay Per Click (PPC) campaigns through Amazon Sponsored Products. Amazon Sponsored Products is Amazon’s own unique PPC platform. At this point, the key to gaining higher rankings is to CONVERT. In other words, pageviews of your listing must convert into sales at a high percentage. Amazon’s search algorithm is called A9. Amazon wants to drive traffic to listings that produce high revenues for themselves. A9 rewards listings that have a high conversion percentage and a high volume of sales by boosting their rankings. Amazon wins, you win. This conversion statistic is called “Unit Session Percentage”. It can be found under several of the “Business Reports” within the Amazon Seller dashboard. It’s expressed as a percentage, ‘units ordered’ / ‘pageviews’. Go and have a look. Is your top product at 10% now? Maybe we can get it to 25%. That would be a 150% improvement. And that doesn’t even take into account how strongly A9 would propel you up its ranking because of the increase in conversion percentage. The higher this percentage the better your conversions. The better your conversions, the higher your crawl up Amazon’s rankings. The higher you crawl up Amazon’s rankings, the more free traffic you gain the more you sell. This process is a cycle which hopefully snowballs rapidly into greater sales.
—————————————- PPC is Crucial———————————————
Many companies fail or perform poorly on Amazon because they do not implement PPC campaigns. Simply slapping up listings, even if well-optimized, will not increase rankings enough to gain high visibility for most products. We must force Amazon’s hand to encourage them to send us more traffic, so we can get more pageviews, so we can get more conversions. Amazon will all too kindly send us traffic… at a cost. That pay-per-traffic scheme is Amazon Sponsored Products, PPC. Erecting a PPC campaign without any skill level is risky. Whether it be Google Adwords, Facebook ads, or Amazon Sponsored Products, the PPC world is fraught with danger. The PPC battlefield is strewn with gravely wounded entrepreneurs as far as the eye can see. Only savvy PPC warriors navigate the treacherous PPC terrain unscathed. Many lose fortunes in PPC, or simply surrender in defeat. Or both. We’re highly skilled in Amazon PPC. It’s at the core of what we do best in our Account Management Services. We know how to approach the game conservatively, and to ensure a strong ROI and profit. This takes time and is a long-term strategy. However, implemented properly skilled PPC boosts sales derived from BOTH paid and organic traffic. Our goal is to keep your PPC costs low, and boost rankings and overall sales.
