The Amazon search engine has an extensive keyword and product catalog. It can attract keyword searches throughout the entire funnel, from high-funnel awareness searches to highly specific long-tail keywords. However, the amount of optimized content you can produce is limited to the number of products you have sold. This limits your ability to produce targeted content for your Amazon product listing.
Keyword research
To increase your sales, you must know the terms that your customers use to find products on Amazon. Using the keyword search tool will allow you to pinpoint specific keywords that are most commonly searched on Amazon. Moreover, it will also show you the competition for these terms. The competition for a specific keyword is higher when more customers are using it.
You must remember that Amazon has several global marketplaces, and your keywords need to be relevant to the country in which you want to sell your product. In other words, if you sell dog food in the United States, it is important to conduct keyword research for the U.K. and Canadian marketplaces. These marketplaces are dominated by English-speaking countries, and there are regional differences in the terms used.
Brand reputation
Amazon’s search algorithm is designed to be as helpful as possible to consumers. It focuses on keywords, sales conversions, and customer reviews. In addition, it takes into account performance history and delivery times to provide accurate search results. As a result, brand reputation is important to Amazon. However, there are other ways to improve your brand reputation on Amazon.
Conversion rate
The conversion rate of your Amazon search engine listing is one of the most important metrics for ecommerce sellers. According to one study, Amazon’s conversion rate is 22 times higher than the average of its top competitors. For example, among Prime members, the conversion rate is 74%, while the conversion rate for non-Prime users is just 13%. By comparison, the conversion rate of the other major online retailers is between 6% and 3.32%.
Conversion rate is a measurement of the percentage of visitors that complete an action, such as purchasing a product. This is calculated by multiplying the total number of visitors by the number of sales. A high conversion rate means that the majority of visitors are already set on purchasing.
Click-through rate (CTR)
You’ll want to maximize your CTR for Amazon search engine campaigns if you want to see a significant boost in sales. A good CTR is around 0.5% and anything below that is considered poor. For example, if you have 1,000 impressions and three clicks, you’ll be pleased with a CTR of about 2%.
The higher your CTR, the more likely people will click on your ad. You can increase your CTR by focusing on keywords that appeal to your audience. Amazon also tells you which keywords are bringing in the most traffic. Increasing your CTR will help you reduce the cost of your ad campaign.
Amazon’s ranking algorithm
Despite rumours and speculation, there is no definitive proof of a change in Amazon’s ranking algorithm. Amazon has not announced the changes in its algorithm, nor has it revealed the number of sellers affected or the type of products affected. As such, the impact of PPC campaigns on Amazon’s rankings is not known for sure.
But the main principle behind the algorithm remains the same: it aims to give users the best shopping experience possible. This is done by examining product performance, sales conversions, reviews and delivery time, among other factors. As a result, it takes into account many factors when determining a product’s ranking.
