marketing on amazon
TRANSCRIPT
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Agenda
- Amazon as a Shopping Search Engine
- Differences Between Marketing on Amazon and Search Engines
- Optimizing Your Amazon Listing’s Relevance
- Creating a Brand Presence on Amazon
- Optimizing Your Amazon Listing to Convert
- Using Amazons AMS
- Possible Inbound Strategies
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Amazon as Shopping Search
% of Shoppers Starting on Amazon 2012:
% of Shoppers Starting on a search engine:
~33%1
~13%1
1. Source: http://www.nytimes.com/2012/09/10/technology/google-shopping-competition-amazon-charging-retailers.html?_r=0
Bottom Line: If you sell product online, optimizing marketing efforts on Amazon is crucial.
% of Shoppers Starting on Amazon 2015: ~55%2
2. Source: http://bloomreach.com/amazon/
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Differences Between Amazon and Search Engine Marketing
Algorithm: A9 Penguin
Wants: Conversions Clicks on Ads
Likes: High Relevance to Searcher & High Likelihood of Sale
High Relevance to Searcher
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Optimizing Listings for Relevance – Title and Bullet PointsProduct Title:
- Searchable on its own - Try to Keep at 150 Characters or Less - Include 1 Key Word - Ideal Format: Brand – Product Name – Product Type – Key Word – Material – Color – Size
Bullet Points: - Also searchable, so use ALL of them! - Be description rich and include keywords you want to rank for
Optimizing Listings for Relevance – Title and Bullet Points
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Optimizing Listings for Relevance –Model No/SKU & Description
Description: - Also Searchable! - This is where you engage customer with well crafted ad copy and in-depth details.
Model No/SKU: - Shoppers search on these so INCLUDE THEM!
- Richer detail = Higher Relevance - Consider leveraging A+ detail pages
Optimizing Listings for Relevance – The A+ Detail Page
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- Essentially an enhanced continuation of your product description - Gives you a chance to add an extra content marketing twist to your product listings - May or may not be free depending on the content you wish to display - Self service option: Brand does most of its own work, cost $0 to $400 - Amazon build option: Brand provides content and Amazon builds for you, $500 to $1,500
Optimizing Listings for Relevance – Hidden Search Terms
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=
- Do not display on product listing page but are used by Amazon to index product listings for search
- Use terms you think customers are most likely to use. Include abbreviations and misspellings-Collect data from your AMS paid search campaigns for guidance on best performing keywords
Creating a Brand Presence on Amazon
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An Amazon Brand Presence
- Increases Amazon Search Relevance
- Increases Product Legitimacy in Eyes of Shoppers
- Increases Buy Box Percentage
- Gives You a Tool to Utilize for Inbound Strategies
The Amazon Brand Page
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Ideal Configuration:
- Recommended for You Widget
- Featured Products Widget 1
- Featured Products Widget 2
- Top Selling Products Widget
- Brand Description
Optimizing Your Amazon Listings to Convert – Picture and Parent/Child
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Listing Title, Bullet Points, Description and Branding all contribute to conversion, however additional steps include:
Picture!!!!!: - 1000 X 1000 Zoomable on White Background - Include multiple use case images in addition to main image
Parent/Child: - Products offered in multiple sizes, colors, etc… convert better when grouped together.
Optimizing Your Amazon Listings to Convert – Price and Fulfillment Method
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Price: - Yes, it can affect your ranking (and obviously conversions) if you are a lot higher than other products in your category.
Fulfillment: - Orders that are fulfilled by Amazon tend to convert more - Amazon tends to rank listings for orders it fulfills higher on the SERP - If you are a Amazon Seller rather than Vendor, consider FBA
Optimizing Your Amazon Listings to Convert - Reviews
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Ratings: - Probably the most important conversion optimization element other than picture.
- 3 methods to increase ratings quickly:
- Manually research and reach out to reviewers Free in $ but not in Time
- Use a service such as Feedback Genius $0 to $250/Mo
- Amazon Vine ~$1,000/Mo
- Can be difficult to contact buyers directly, especially for vendors
Optimizing Your Amazon Listings to Convert – Approaching Reviewers
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Personal Website
Contact Email
Amazon Reviewer Profile:
Amazon Reviewer’s Website:
Using Amazon AMS
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Good For: Getting Traffic to New Product
Good For: Assembling Like Products into Collections and Cross Selling
Good For: Poaching Traffic from Competing Similar Products
Using Amazon AMS
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Banner Ad
Sponsored Product
Product Display
SERP:
PDP:
Using Amazon AMS
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ACOS: Will depend on you product. I aim for 5% to 10% with no more than 15%
Keywords: Start with as many keywords as you like using keyword research on Google Adwords as an initial guide. Monitor results and adjust from there.
Strategy: As with Adwords, weight in favor of words you want to win for. Include competitors in keyword list. Also, be sure you rank for your own brand name.
Possible Inbound Strategies
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Brand Page and Listings
Social Media Presence Paid Advertising
Measuring Effectiveness
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Use this URL to link from your social or paid search campaign
*Caveat: Currently only allows measurement of traffic to Amazon brand pages.
Thank You!
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