Amazon PPC and SEO- Optimize Your Rank
If you are an Amazon seller and want to grow your Amazon business quickly, your marketing strategy should be built around two main pillars: Amazon PPC and SEO. Especially for new Amazon sellers, Amazon PPC and SEO are good starting points to increase Amazon Sales and raise your Amazon business in the fastest way. So, what are the differences between these two, and how can you optimize your Amazon business rank by using both?
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What is Amazon PPC?
Amazon Pay-per-click, aka Amazon PPC advertising, is one of Amazon’s advertising systems. Brands and sellers can use Amazon PPC to generate product adverts that display in Amazon’s search results as well as competitors’ product listings. Sellers can then show similar products to potential Amazon shoppers at the time of sale and track the performance of their advertising to see which ones are driving conversions to the store.
What is Amazon SEO?
The process of optimizing your product listings for Amazon’s ranking algorithm can be called Amazon SEO. There are some metrics affecting Amazon SEO, some of these are below:
- Keywords (or search terms) in the title of a product listing,
- Keywords in the header tags(h1, h2, h3, …),
- Keywords in the body and descriptions,
- Backend keywords,
- High-quality images with related alt texts,
- Content relevance,
- Brand Field,
- A+ contents.
The Differences Between Amazon PPC and Amazon SEO
The term “Search Engine Optimization” refers to the practice of boosting the quality and quantity of traffic from search engines’ organic or natural search results. For example, every product on Amazon has an ASIN, and each ASIN is indexed for certain search phrases depending on the SEO content of the product listing. The title, bullet points, descriptions, back-end search terms, and subject matter fields are all included in this information.
To improve your product’s organic exposure, use keywords in your product description page in all of the sections listed above. Then, when a consumer arrives on the search page — or, in other words, when the product listing converts on that search term.
PPC, or pay-per-click, on the other hand, is a keyword-based auction in which sellers bid to display an ad for a particular term. The auction is a second-price auction on Amazon PPC, which means you will never have to pay what you really bid on that term; instead, you will pay one cent more than the second-highest bidder on that search.
If you bid $2 on a keyword and your competitor bids $1, you will pay $1.01 to beat your competitor’s price and appear for that phrase or search term. This can be done manually or automatically. Manual Amazon PPC campaigns enable advertisers to bid on specific keywords that are relevant to a product with different match types. Automated PPC campaigns display advertisements depending on each listing’s SEO content.
Increase your organic exposure by driving more sales for a specific search phrase — all of which is decided by Amazon’s ranking algorithm — by driving more sales for that search keyword. Here are some elements affecting Amazon’s algorithm:
There are a few practices to consider while growing your Amazon Business with Amazon PPC and Amazon SEO.
How to Improve Amazon SEO?
Make sure to include two to three keyword search terms in your product names and don’t go over Amazon’s character limit.
Instead of single keywords like “oven” and “glove,” use phrases like “oven glove,” so the Amazon search algorithm ranks your product based on those terms together. Otherwise, if you use split keywords, the algorithm automatically group terms together, which can be the incorrect combination for the index.
- You should prioritize your keywords by placing them in the following order regarding SEO: product title,
- bullet points,
- back-end search terms,
- subject matter field,
- product description.
Long titles and product descriptions with many keywords detract from the flow and clarity of your content, which leads to a bad consumer experience. Do not be wordy. You should not use long titles and descriptions.
How to Optimize Amazon PPC?
Use one SKU per auto campaign. Using a single SKU will ensure that your keyword discovery through automatic campaigns is not impacted by another product using the same phrase. In addition, it will be easier to determine the most profitable keywords if you separate these.
In manual campaigns, utilize just one SKU per ad group. However, using various SKUs with varying pricing points can affect your ACoS and overall campaign management.
Always start bidding high to ensure that you obtain the most impressions for your money. When you have data to inform your strategy, it is easier to optimize for profitability or other advertising goals.
Use a search term and exact match types on Amazon PPC ads to help boost impressions and sales for those keywords. This will increase your impressions and drive conversions as sales on those keywords.
How to Combine Amazon SEO and Amazon PPC together?
A potent mix of these strategies will help you improve your ranking and conversions even further. Both are important at the same level; you should combine the two approaches to increase your audience and sales.
It’s all about relevancy when it comes to placing adverts on a website. This implies they’ll only work and show up if the SEO/PPC campaign is running smoothly and they’re related to the needs of the users. Furthermore, PPC operations can only work if a product catalog has been optimized for relevant keywords using SEO.
Every Amazon PPC aims to increase sales. Nobody wants to invest in an ad that won’t make a profit. When customers visit an item page and decide to buy that product, which is known as conversion. SEO helps you strengthen your Amazon PPC campaigns and helps you get the conversion.
In addition, newly introduced items generally do not have a long history of sales. Accordingly, it lacks yield statistics, which initially hurts organic ranking. Amazon PPC has the potential to change this by directing people to a product catalog and therefore encouraging commerce. As a result, it can play an important role in leading organic sales in the future.
Amazon PPC Management with Eva
Eva can assist you in improving the efficiency of your Amazon ads and reducing the number of hours you spend manually on managing Amazon PPC campaigns.
Our team of ad professionals develops a cost-effective Amazon PPC strategy for your business. We audit your store and develop a plan to help you expand your Amazon business and enhance your ACoS with 24/7 customer support. Eva also offers you an advertising dashboard that you can monitor all the advertising activities and more of your store.
Amazon SEO and Amazon PPC are the essential parts of becoming a successful e-Commerce business on Amazon. So you need to combine both of them to increase your profit.
If you do not know where to start, begin with SEO and concentrate on practical and related keyword selection. Then using Amazon PPC can benefit from a good list of well-chosen keywords.
SEO and PPC should work together as two components of an online strategy. When the two of them are combined, their benefits are amplified much further for your store.