Creating a Winning Amazon PPC Strategy

Drawing customers to your products is the goal of any eCommerce business, and there are quite a few ways of going about it. Whether it’s aggressive social media marketing, fine-tuned SEO, or strategically implemented pay-per-click advertising, you have a multitude of options available to you. The only question is, which method is best suited for your particular goals?

In terms of driving traffic to Amazon specifically, you can rely on a blog and your social media presence to get you through. However, if you are interested in quicker returns and a means of steady growth, Amazon PPC might be more to your taste.

The eCommerce market is rapidly evolving with each passing year, but one thing remains the same: Amazon is still one of the leading forces in online shopping. In fact, it ranks among one of the largest corporations in the entire world. Clearly then there is massive advertising potential there regardless of the ups and downs the company has faced while navigating the spotlight.

As a vehicle for generating revenue and as a sustainable eCommerce platform, Amazon is without a doubt one of the most viable places there is and makes a perfect headquarters for your brand. Even if you have just started selling on Amazon and have yet to make substantial inroads with your brand or products, you can quickly begin to see revenue if you know how to take advantage of all of the platform’s features.

One of the most powerful assets you have as a store owner on Amazon is the ability to serve ads on the platform. Amazon PPC is a powerful tool that gives you the ability to leverage the millions of buyers that are already on the platform willing and eager to make purchases. All you have to do is craft the proper campaign to start seeing results.

This can be more arduous than it sounds, however, because like any advertising platform online, it can quickly become a bottomless money pit. If you don’t understand the nuances of how to use the right keywords, for instance, you may spend a ton of money only to see very little in return. There is a certain art to PPC that must be handled properly, otherwise, you stand to lose money and waste a ton of time on nothing.

Here we will cover an overview of how to put together a winning Amazon PPC strategy and why it may be in your best interest to let an experienced agency handle your PPC campaign instead of trying to tackle it all on your own.

Why Amazon Ads Are So Effective

Amazon ads are an extremely effective means of making money online if you are a store owner. You might be wondering if there are any advantages to running ads on Amazon rather than more traditional platforms such as Google, and the truth is that there are.

First off, while most of us are used to searching for products on Google, half the time it’s only to get onto Amazon anyway. Once we’re on their site, we simply use their search functionality to continue our quest for the right product. Between that and their related product features, there’s rarely a reason to venture back to Google in order to begin another search.

This is powerful because this classifies Amazon as a kind of search engine unto itself. Keywords, titles, and descriptions all play a role on Amazon just as they do on Google, and is something you want to keep in mind regardless of whether you are running a PPC campaign or not. It’s in Amazon’s best interest to connect buyers with the best “answer” to their questions, just as Google does, but in this case, the answers to all of the questions are products. Which ads are shown to which users are determined by similar algorithms: it’s all a matter of Amazon trying to address the needs of its users.

Another reason why Amazon PPC is so effective is because users that are on Amazon are already looking to purchase something. It’s been shown that conversion rates skyrocket after someone has already bought something as opposed to being a first-time buyer. Users on Amazon are already primed and ready to spend money on items that they need.

This means that if your ads match their search intent, they are already on the site waiting to spend money. With Google and other advertising platforms, there are more steps involved, because all of the users aren’t necessarily there to buy something. Everyone that’s on Amazon is there to make some kind of purchase, even if they are only “window shopping” for the time being.

There is also massive remarketing potential on Amazon. Serving ads to people who have already visited one of your products is extremely powerful, and easy to accomplish with their pay-per-click campaigns. Not only are the users on Amazon in a buying state of mind, but they have also already visited one of your products. Perhaps you serve them an advertisement for something related to the product they originally landed on, that meets their needs better? The money-making potential here is obvious.

The last major benefit of Amazon as an advertising platform is that it is relatively affordable compared to platforms such as Google. Depending on the industry and keywords you select, you could be spending double or even triple what you would spend on Google to see the same amount of traction.

It’s clear that Amazon advertising is effective and potentially quite lucrative, but where do you begin? What are the keys to putting together a knockout strategy that will get you more traffic and conversions to your products?

Let’s take a look at the foundation of any solid PPC strategy: the keywords.

How to Choose the Right Keywords

Choosing your keywords is a major aspect of any pay-per-click strategy, as well as in matters of search engine optimization. Knowing your most relevant and impactful keywords is the backbone of making money online these days, so it’s important that you take the time and map them out.

In terms of finding the most important keywords for your Amazon PPC campaign specifically, what you want to target are keywords that have a high degree of relevancy to your niche and products. Years ago, it was common practice in online advertising to focus on broad keywords and topics, because the theory went that a large net would catch a lot of fish.

The eCommerce world has shifted drastically away from this model, and those who still insist on targeting only broad range keywords are almost surely wasting a lot of money. The real focus should be on longtail keywords with high relevance and preferably low competition.

One very profitable area you want to focus on is phrase match keywords. These are your various questions and issues that users will be inputting into the search bar in order to have their needs met. These can range from “best diet supplement” to “what is the best herbal weight loss pill for men over 50.” These phrases can be surprisingly specific, but that is why you need to have your ear to the ground in regards to understanding your niche. Mapping out these phrase match keywords is extremely important and the key to crafting a winning strategy.

Highly relevant phrase match keywords are your ticket to a successful campaign, but they also require the most research and investigation. The time you put in here may dictate the entire course of your campaign. To get a proper grasp of which phrases you should be targeting, you may have to place yourself in your customers’ shoes. What questions are they asking and how do your products address them?

You may be tempted to skimp here and select one or two somewhat in-depth phrases and then rely on generic keywords for everything else, but successful PPC campaigns require dedicated and comprehensive research these days in order to be successful. Not only do you need to search for the best possible phrase match keywords relevant to your business, but you also need to find out which ones you have a chance to shoot for. Many of the most viable ones have likely already been scooped out from under you by your competitors, which means you have to dig deeper and be more inventive with your research if you are to find lucrative ones.

As long as you focus on high relevancy and mix it up with plenty of powerful phrase match keywords, you have already taken the first major step forward to a properly implemented PPC campaign. Center your strategy around your best products but don’t underestimate how effective it can be to target products that fill a distinct niche that is highly relevant but has low competition. That’s where you’re going to see your best ROI.

Success Through Scaling

The other major element of an effective PPC campaign on Amazon is knowing when and how to scale. If all your doing is repeating the same campaign over and over again even if it’s making decent money, you’re missing out on one of the most powerful ways to grow your business online.

There is massive growth potential for your eCommerce business through the use of Amazon PPC if you carefully monitor the revenue you are making off of your campaigns and reinvest it into larger campaigns that target tougher keywords.

Every six months or so you should be reevaluating the keywords you are targeting so that you can begin to expand into keywords that you weren’t easily able to target before due to budget restraints. Not only this, but you can also expand your campaign by including brand new phrase match keywords as well. As soon as your campaign begins to generate more money than you are putting in, expansion should be the first thing on your mind. If you maintain the same level of quality in your keyword research strategy, you can slowly scale using PPC.

Choosing an Agency For Your Amazon PPC

The truth is that meticulous keyword research takes time. You also have to consider that in order to take full advantage of the platform, you have to familiarize yourself with all of the different tools that Amazon provides, as well as have a firm grasp on how to read all of the data that they provide on your campaign.

For the average store owner trying to manage a business, this can be a tall order. Running a full-scale advertising campaign on Amazon is no easy task even for an experienced individual. If you are serious about using Amazon to make more money and eventually scale, you need to consider hiring an adept and knowledgeable agency to handle your advertising efforts for you.

Here at Genius eCommerce, we have extensive experience in all areas of digital marketing and know-how to see an Amazon PPC campaign through to fruition. From deep keyword research to flawless execution, and everything in between, we can take the headaches and guesswork out of running your PPC campaigns so you can focus on managing your business.

We handle all aspects of PPC, so there’s never a need to play middle man or figure out things on your own. While it’s beneficial to understand the basics of running a successful eCommerce PPC campaign, we understand the reality of today’s busy digital world doesn’t always permit such luxuries. That’s why we’re here, to help make sure your campaigns are running smoothly and effectively every step of the way.

If you are an Amazon seller and are interested in high-quality PPC services that get results, jump on a call with our team today and we will get to work crafting a campaign that will help you grow your business. When it comes to running a high-level ad campaign online, there’s no reason to chance anything when you can leave it to the pros. Contact us today and we’ll help you put together a game-changing strategy for you and your business.

Magento SEO Best Practices to Consider

When developing an effective eCommerce website, SEO should always be one of your top priorities. When it comes to Magento SEO in particular, you need to be aware of how you can customize the user experience in order to both rank higher and increase conversions. By implementing specific SEO best practices, you can ensure that your website performs well and that your business grows accordingly.

Magento as an eCommerce platform provides ample speed, customization options, and a variety of built-in features that go a long way toward improving the overall functionality of your online store. However, there is no quick fix or substitute for SEO, which is why it’s crucial that you perform a comprehensive audit on your website and take stock of what needs to be done in order to optimize it for the search engines. Magento SEO, when properly implemented, can give your business the edge it needs to succeed.

While there are many facets to SEO and it only gets more complicated with every passing year, there are a few core principles that remain the same and are a good foundation, to begin with, if you are curious as to what you need to tackle first. Remember, your site should be designed with the user in mind. This alone is one of the most important aspects of SEO that goes far beyond simple concepts such as title tags and meta descriptions.

The user should not have any problem finding what they need on your website and should feel safe and secure when making a purchase. Keeping the user’s needs in mind when crafting your eCommerce website is becoming more important as the requirements for ranking shift in this direction. Google is emphasizing that user experience and highly authoritative content is a massive ranking factor, so use that point as a guiding metric in your SEO endeavors.

Keyword Research is Critical

When beginning any SEO campaign, whether for eCommerce or otherwise, you need to perform extensive keyword research. Understanding what keywords you rank for, and which ones you would like to rank for, is the backbone of SEO.

You want to be thorough here. Your keyword research should cover general terms in your industry as well as precise long-tail keywords and product-based keywords that you want to go after. Certain keywords are harder to rank for than others based on a variety of conditions, such as the size of your niche, your direct competitors, and how well their SEO is optimized, and how much authority your website has.

Magento can act as powerful leverage in this area because of how fast and powerful a platform it is. This is only a part of what it takes to rank well, however. You need to know how to research the proper keywords and utilize them properly in a variety of engaging content, such as product page copy, FAQs, and attention-grabbing blogs.

Focus on Optimizing Your Navigation

Navigation used to be an afterthought for most websites, but these days it is used not only to make it effortless for users to find what they are looking for, but also as a ranking factor for Google to pick up on. Properly constructed navigation can be a useful way to tell the crawlers where everything important on your site is located.

When it comes to eCommerce, you should strive to have a powerful mega-menu that displays hot products as well as your most popular categories. Magento gives you this ability, which is another major benefit of choosing such a powerful eCommerce platform. By focusing on your navigation, it shows the user that you are a professional business that values high-quality website functionality.

Make Your Product Pages Informative and Engaging

Always strive to make sure your product pages look incredible. Each one should act as its own sales page for the product in question. It’s not recommended to rely on basic product page templates to get the job done here. Not only does this look cheap and unprofessional, these often lack certain features that make them better for users and therefore for SEO.

Regardless of the overall template or design you choose for your product pages, it’s also essential that they provide plenty of information and can be relied upon to accurately display the product and describe its specifications. Even if your store has hundreds of products, each one should have a highly detailed and optimized description, as well as supporting media.

Pay Attention to Your URLs

One last essential point to consider for your Magento SEO is the use of attractive URLs with proper keywords that describe the product. Take note of your URLs and try to trim the fat by cutting out random numbers and letters, words like “and,” as well as superfluous data that is better left for the product description.

It can certainly be an undertaking to take care of all of the different aspects of SEO alone, which is why you should trust in a knowledgeable agency that can do all the work for you, leaving you to focus on your business. We here at Genius eCommerce know the Magento platform inside and out and develop an SEO strategy for your online store that will generate powerful results.

How an eCommerce SEO Campaign Affects Conversion Rate

Proper search engine optimization can have a dramatic impact on the performance and effectiveness of a website. For online stores trying to increase conversions specifically, an eCommerce SEO campaign may be the single most important step in reaching that goal.

There’s more to SEO than just increasing your traffic. There’s no doubt that this is a massive part of why we tailor our websites for the search engines, but as the world of SEO has evolved, so has its intended purpose. Search engines like Google take hundreds of metrics into account when ranking a website, and it all boils down to user experience.

Years ago, search engines were generally information-based, and the system could more easily be understood as a means of matching users up with the most relevant information to their queries. The problem is, this is not how search engines work anymore, and if you are still thinking on these terms, you’re probably not utilizing SEO to its fullest extent.

Ranking high on Google or other search engines is no longer about information, it’s about the experience it provides the user. Back in the infancy of SEO, it was relatively simplistic to rank any website, because all you had to do was pick a keyword and provide the most relevant or comprehensive information about that keyword. It didn’t really matter how spammy your website was or even how slow it was. The search engine algorithms were far easier to please, with most of their emphasis being on title tags, meta tags, and a few other little details.

Google realized after a while that this system was not providing an optimal user experience because the SERPs could easily be hijacked by unscrupulous marketers and even scammers trying to push anything they wanted to the top of page one with impunity. This “information-based” search engine format has since been phased out completely in favor of a more user-experience related model.

User experience as a concept is harder to pin down, but Google and the other major search engines have made great strides in this area, utilizing any number of hidden metrics and user data to accomplish this feat. Factors like how easy it is to navigate the website and find what you’re looking for, how fast does the page load, how many ads are present on a particular page, is the page mobile-friendly, all play a role in how well a website ranks.

In other words, you are no longer tasked with merely providing information for your users, you need to take their enjoyment into account. Your website should help the user, and as an extension of that, your website should connect the user with what they need. This is often information, but it can also be a product, service, or form of media.

When it comes to eCommerce SEO, what you are providing ultimately boils down to your product, but there’s far more to it than that. Think of what it would be like if you walked into a store expecting attractively laid out product displays and instead were met with dusty unkempt shelves and dim lighting, cramped aisles, boxes strewn about, and no clear help desk or checkout station. How fast would you leave that store, even if you knew you could get what you wanted if you spent half an hour digging around?

Most people would run out of a store like that without even a second glance, and the same rules apply to your website. If it is slow, confusing, cumbersome to navigate, or suspicious in any way, users aren’t going to stick around and find out if you have what they’re looking for. In most cases, they will hit that back button so fast they won’t even see your newsletter popup form.

Well-implemented SEO is about more than gaining traffic from search engines. This is an old way of looking at things, and doesn’t really do justice to the modern-day complexities and purpose of SEO as a whole, especially as it applies to eCommerce. The ultimate goal of your SEO campaign is crafting a professional and inviting user experience that not only pleases the search engines, but results in more conversions. This guide will cover some of the basics as to why SEO impacts conversion rate, the ins and outs of targeting, and how SEO is the backbone of a better customer experience for your shoppers.

Proper SEO Attracts Hungry Customers

There was once a time where the results of decent search engine optimizations were like casting a wide fishing net. Because of the lack of competition and how easy it was, relatively speaking, to rank for specific keywords, the traffic that typically resulted from such work was both abundant and often lacking in quality.

SEO attracts hungry customers

The world of SEO has pulled a proverbial 180° turn, as now it is more difficult to rank for specific keywords because of the competition and how stringent Google’s algorithm checkpoints are, but as a result, the traffic you get is far higher in quality.

Quality organic traffic is the golden goose of the eCommerce world. It will continuously provide targeted traffic on autopilot for free, so long as you continue to please Google and keep your website in good standing. SEO works so well for eCommerce because the refined algorithm ensures that your website is only appearing for the most relevant search queries for users’ needs. In other words, Google acts as an intermediary between the user and the product they need, which in this case is on your website.

Google helps users find what they are looking for, not just in terms of information and products, but in the overall experience as well. Your online store has to meet certain expectations, such as aesthetics, how easy it is to find products, the checkout process, and more. If these elements are present on your website, Google will connect your content with the appropriate users based on their specific search terms and questions.

By implementing professional eCommerce SEO, you are effectively attracting your potential customers from all over the web right to your website. These users are on Google for a reason, specifically looking for a product that they need, whether it’s to solve a particular problem or simply for entertainment or recreational purposes, their goal is for their search query to be satisfied with a result. If your website is optimized in such a way as to provide that result, you will not only increase your traffic, but you will be increasing your conversions as well.

Better Targeting Means More Conversions

When you run an advertising campaign, you have to supply targeting data in order to serve ads to the right audience. With SEO, there are some similarities, but rather than focusing solely on metrics such as location and income, you are developing your targeting around what kind of experience the user will have and if your website provides the best possible answer to a specific problem or not.

One of the reasons why organic traffic can be so effective for eCommerce businesses is that experiences and emotions are often valued more than practical solutions. If an ad looks decent enough to click on but leads a user to a website that appears shoddy or dull, they might just leave even if the product they want is staring them in the face. You will only be rewarded from Google if your website has already been vetted by users, because search engines factor metrics like bounce rate into their ranking metrics. By investing in SEO, you are creating an environment for conversions from any source, be them organic, from social media, email campaigns, or PPC campaigns.

By catering directly to your customer’s needs in terms of the experience they want to have when they visit your website, it will generally result in more positive interactions all the way around, including email list signups and reduced cart abandonment. Better targeting simply leads to more conversions, which is not always so when you’re running ads. You could have the best targeting in the world but an unoptimized website will leave potential sales on the table.

SEO Optimizations Enhance Your Brand

Brand image was never much of a factor back in the early days of SEO. A completely unstyled HTML document with the right title tags and content could rank well, but these days, there are far more ranking factors that Google uses to determine what kind of experience will be provided for its users.

A better-looking, more functional website will always be a boon to your brand image. These two areas of your business go hand-in-hand in fact, as branding is a key component of most products. Part of what attracts consumers to a certain product in the first place is the brand image that’s associated with it and what that brand image makes them feel.

SEO optimizations

The same can be said about your website and how it helps customers relate to your products. Your website is an extension of your brand and should be treated as such from a design standpoint, which will provide Google with all of the right ranking signals, including that you are the authority source for everything related to your brand name and the products you carry.

Google has been increasingly favoring “authority” websites and with their latest core algorithm change in May of 2020, it’s looking like now more than ever that authority is one of the primary factors Google relies on to determine if a website deserves to be on page one. They want to see social proof, strong brand recognition, and powerful trust factors, because this is what users look for as soon as they get onto an eCommerce site. If those trust factors aren’t there, they are unlikely to possess the confidence to buy from you.

User confidence is a ranking factor in itself, and should be taken seriously if you want more conversions. You should be doing everything in your power to make your online store look professional and put any fears the user may have to rest immediately. This includes easy to find reviews on your product, an FAQ section, brand partnerships, an extensive About Us page, and plenty of personality. Users don’t want faceless corporate branding, and neither does Google.

SEO builds your brand by ensuring that your website meets certain standards of professionalism and user experience, thereby increasing brand presence on Google and brand awareness in your potential customers. This is something that other forms of marketing don’t quite capture as comprehensively, which makes eCommerce SEO all the more valuable if you are trying to build a successful online store and increase your conversion rate. Trust and powerful branding will go a long way toward attracting more organic traffic and getting it to convert.

The Right eCommerce SEO Services to Manage Your Campaign

With its increasing importance and complexity, you can’t afford to leave your SEO to chance, especially if you intend on reaching your conversion rate goals. Your SEO needs to be managed by a team of knowledgeable pros who can dive in headfirst and really put together a campaign that will get you the conversions you’re looking for.

Here at Genius eCommerce, we have a long history of helping online businesses navigate the dark jungles of SEO by implementing proven strategies based on powerful metrics like user experience and on-site optimization, in order to get your website on page one and enjoying more organic traffic and conversions than ever.

If you have been searching for a way to really boost your conversion rate and build brand authority naturally, professional eCommerce SEO services are the path you want to take. Reach out to us here and we’ll be happy to listen to your specific SEO needs so we can put together a winning strategy and get your business on the right track. You can reach us by email at info@geniusecommerce.com or by phone at 267-225-1946.