Increasing Visibility on the Amazon Marketplace
- 1. Increasing Visibility on the Amazon
Marketplace
Deep Dive Into Amazon SEO Tactics & Driving Detail Page Discoverability
Amazon Seller Course
- 2. Before We Get Started
Session Recordings Will Be Sent Next Week
Q&A Following the Presentation
Submit Questions In the Chat Box to the Right
Logistics Speakers
Rick Backus
CEO
CPC Strategy
Pat Petriello
Head of Marketplace Strategy
CPC Strategy
- 3. Respect Your Amazon Brackets
The higher your bracket, the higher your Buy Box share
Jumping from one bracket to another will have a
stronger effect than moving within the brackets
themselves
- 5. Shipping Time
Like seller rating, these are divided into brackets:
• 0-2 days
• 3-7 days
• 8-13 days
• 14 or more days
Again, jumping between brackets is more effective
than moving between them.
- 6. Create a No-Go-Zone
Understand the points below which you should never allow your metrics
to go. These are:
– Seller Rating - Below 70%
– On-Time Delivery - Below 97%
– Tracked Orders - Below 98%
– Late Shipment Rate - Above 4%
– Cancellation Rate - Above 2.5%
– Shipping Time - More than 14 days
– Customer Response Time - More than 10% of messages over
24 hours
- 7. Brand Enforcement Email
"Hello,
This is [Seller Name] and the reason we are writing this message is to let you know
that you are linked to several of our listings and we know that you are not authorized
to sell our brand [Brand Name]. For your information, we are also the owner of the
trademark of [Brand Name].
Our legal department is taking full action to all other sellers violating the rules and
you are one of them. We will provide you 24 hours to remove all offers for
our [Brand Name] listings from your inventory or we will enforce action, first by
reporting you to Amazon. Please see the below URL for those listings to which you
are linked.
http://www.amazon.com/XXXX
[Seller Name]
- 8. In general, are you the sole seller of
your ASINs on Amazon?
CPCStrategy.com
Poll For The Audience
- 9. • Founded in 2007
• Over +300 active retail clients
• Top 50 fastest growing companies in San Diego
• Recognized as an Official Google Shopping Partner
• Exclusive focus on retail
Solutions
Retail-focused Paid Search (PPC)
Google Shopping Management
Shopping Channel Management
Amazon Sales Acceleration
CPC STRATEGY HAS BEEN FEATURED ON
DELIVERING LASTING RESULTS FOR OUR CLIENTS
VISIT CPCSTRATEGY.COM
- 11. Pat Petriello
Senior Marketplace Strategist
Pat is a former professional seller on Amazon.com,
Amazon.co.uk, eBay, Buy.com and former member of Amazon
Seller Service Team. He grew up in New Jersey and later
attended University of Maryland to graduate with a B.S. in
Marketing / NYU, M.S. in Sports Business. When he’s not
getting European inspired haircuts you can find him near the
ocean, playing soccer, practicing yoga, cooking and traveling.
- 12. Course Overview
Overview of Amazon SEO
The Brand Registry Program
Product Content Optimization
Latest Findings with Sponsored Products
Driving Off-Amazon Traffic to Detail Pages
Seller Resources
Q&A
- 15. The Brand Registry Program
Designed to make it easier for brand manufacturers to own their product content.
Benefits
List products without UPCs
Increase authority over listing content
Critical early step for having a stronger influence over product titles, descriptions,
bullets, and images
- 16. The Brand Registry Program
Execution
Enroll brand via Seller Central (easy)
Submit key attributes for each product (tedious)
• Can identify products missing brands or key attributes is to check your product data
feed (or request the ability to pull a feed)
- 17. Product Content Optimization
Title Optimization
Particularly important for brand manufacturers
Standard concatenation example (for Apparel):
• Brand
• Style
• Product Type
• Material
• Keyword 1
• Thread Count
• Gender
• Color
• Size
General Flow:
[Brand] + [Style] + [Product Type] + [Material] + [Keyword] + [Branded Color] + [Color]
- 18. Product Content Optimization
Title Optimization Rules of Thumb:
Lead the concatenation structure with the Brand
Relevancy is key – use search engine-friendly terms like “long sleeve” instead of “l/s”
The Parent Test: How would one of your parents search for a product?
The customer should be 100% confident in making a purchase based entirely on the
title alone
Use commas to separate data elements
Optimal title lengths are usually between 80 and 250 characters but vary by category
and upload type
Pulling a reverse feed and updating titles in bulk using flat files templates is easiest
for multiple products
All categories EXCEPT Clothing, Accessories & Luggage, Sporting Goods, and
Beauty show best selling child variations and attributes in search results
- 19. Parent & Child Variations
Recommendation:
Increase your child SKU visibility by grouping product listings together as parent/child variations
- 21. Product Content Optimization
Search Term Optimization
You have 5 fields of 50 characters to leverage for search terms
Search terms will not display on the detail page but are indexed for search by Amazon
When entering several words as a search term, put them in the most logical order
Abbreviations are ignored by Amazon when indexing search terms
You can separate terms by putting a space between them.
Repeating search-terms?
- 22. Product Content Optimization
Search Term Optimization – A/B Testing
Search terms are not a static field – should constantly be undergoing
performance evaluations
• What terms do you not rank well for that you want to rank
better for?
• Need to measure performance for these, how?
Seasonal adjustments
Competitor brands
Use data to drive your search term selection
- 24. Latest Findings with Sponsored Products
New Findings Automatic Campaigns
Goal: Get a snapshot of each ASIN’s ACoS at different bid levels
Recommended Structure:
Start with a Mid-level ad group – ~$0.10 to $0.50 based on COS
High - $0.50 to $1.00
Low - ~$0.02 to $0.10
- 25. Latest Findings with Sponsored Products
New Findings Manual Campaigns
Ideal if your product content is poor
Start with a large pool of keywords (~50)
Differentiating products by brand or type
• OK to build out a manual campaign for just 1 SKU
FAQ: Bidding against yourself?
FAQ: OK to keep products in both automatic and manual
campaigns at the same time?
FAQ: OK to bid on the same keyword in more than 1
manual campaign?
- 26. Latest Findings with Sponsored Products
The Campaign Performance Pivot Table – see Chat Box for download link
- 27. Driving Off-Amazon Traffic to Detail Pages [beta]
Google Adwords - Using Text Ads To Drive Traffic
• Potentially just for mobile
Email marketing - leveraging your existing customer-base
Facebook – running interest-based ads
Goals
Driving qualified traffic with a high intent to buy
Increasing sales performance of an ASIN so that it rises in the SERP
Downsides:
Can’t track conversions
• Before anything, establish your product-level baselines
Still don’t own customer data
Potential harm to your AdWords account if it goes in review
- 28. Which best describes your persona
as a seller?
CPCStrategy.com
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Poll For The Audience
- 35. Drive a Long-Term Growth Strategy on the
Amazon Marketplace
Questions for Pat or Rick?
Submit your questions in the chat box on the right
CPCStrategy.com
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com