Driving traffic to product listings requires the blood, sweat, and tears of any Amazon seller. Newbies at Amazon are in dire need of promoting their new products. Even for those who have already had some experience with launching a product, viewing new strategies of optimization to drive internal and external traffic to your Amazon store is still necessary.
Expert Amazon sellers are not there to just launch a product and then forget about it. They’re constantly searching for new ways to optimize, whether it be in SEO, social media marketing, pricing, or the product listing itself. More traffic, especially internal traffic, leads to more exposure. The more exposure, the more revenue.
In this vein, we’ve come up with five of the best strategies out there to drive both external and internal traffic to your listings. These include new keyword optimization strategies, social media statistics and influencer outreach, product listing optimization, pricing optimization, and Enhanced Brand Content on Amazon. These are surefire ways to fire up your listings!
NEW KEYWORD OPTIMIZATION STRATEGY
You’ve set-up your product listings with keywords. But how did these keywords perform? Did they all drive traffic to your listings, or did some of them underperform? This is the time to clean up your keywords.
Performing comprehensive keyword research is necessary for keyword optimization. You can use the Amazon Search Term Report to help you in this endeavor. Once you target the major keywords and the underperforming keywords, you can clean up your act.
You can also perform a reverse ASIN search to help you. Use a tool such as Sonar, which lets you in on all the keywords that was used for a certain ASIN. Here is a reverse ASIN lookup for the Echodot:
You can download the data for an in-depth list of keywords.
Or, you can use all three options on sonar: keyword, extended, and reverse ASIN lookup to your advantage. Using all three at once will give you an in-depth look at the high-performing keywords. The Keyword option will give you the keywords are ranking at the first page of the search results, while the reverse ASIN option will tell you what keywords are generating most of the organic sales.
Keep in mind there are different Google (external) and Amazon (internal) search algorithms. Google search is for information, services, and products; meanwhile, Amazon is for products only. You’ll need to use keywords that are relevant and that bring in a ton of search volume. When doing keyword analysis, make sure to keep external and internal search results in mind.
Adding new keywords from time to time would refresh your product listing and drive new traffic. Use a keyword tracker or keyword finder to your advantage.
Remember, keywords are essential because they’re the ones that show up in search results and drive both internal and external traffic to your product listing.
No matter how great your images are, if your keywords are not up to par, you won’t get the clicks you want and need.
2. IN-HOUSE OPTIMIZATION WITH ADS AND IMPROVED PRODUCT LISTING
Like keywords, there are other parts of the product listing itself and the ads that go with it which you can optimize to drive internal traffic to your side. You can use in-house Amazon Marketing Services to make tweaks to your ads and then also to test your product.
Sponsored Ads / PPC Campaign: Are you utilizing Sponsored Products Ads efficiently? Are you using product targeting? Are you showcasing your best-selling products first? And, are you promoting your product launches? The PPC ad campaign will benefit from answering these special questions.
Sponsored Brand Ads / Headline Search Ads: Are you consistently showing up at the top of search results with Sponsored Brand Ads? The main page of this headline search ad is important to the number of clicks and impressions you get. If you’re getting more impressions than clicks, it means it’s time to change up your game: Change the product photos to their best angles. Get the photo in the frame as large and detailed as possible. Always include high-quality photos. Consumers should want to buy your product based on the product images alone.
Product Listings: Aside from keyword optimization, here are some ways to tweak your product listing:
Perfect your titles using keywords and the most relevant information
Embellish the bullet points
Use Enhanced Brand Content, which we’ll show you later on in this article.
Ratings and Reviews: How about your product ratings? How about reviews?
Reviews are very important to an Amazon brand. They drive customers to your store, rather than to a competitor’s. Most of the time, if the product isn’t well-known, the customer is looking for good reviews in order to verify the quality of a product. Good reviews are like good handshakes--they promote better business transactions overall.
A way to generate good ratings and reviews are:
Make sure your listings are accurate in the product description.
Provide good communication with your consumers.
Always maintain excellent customer service
One way of maintaining a good product listing and ad management is to remember to test your product and your ads.
Test your Sponsored Brand Ads and Sponsored Product Ads through Amazon Marketing Services. Use in-house support and keyword research to test your product listings. Make sure to always keep up to date with data.
3. IMPROVED PRICING STRATEGY
Finding the perfect price for products is often an ordeal on Amazon. Once you’ve settled on a price, you may come back to the product and change the price. You might want to change pricing strategy depending on how the product is doing in the Amazon marketplace.
A few things to keep in mind:
Amazon pricing parity clause - Your item price and total price cannot be lower than any other retail sites (on your own website, for example). That’s because consumers on Amazon are guaranteed to get the best deals.
Increase or decrease your price tags roughly every six weeks - This will help keep your product listings fresh, keeping in mind discounts for the consumers, such as holiday deals.
Run competitor analysis on pricing - how are your prices standing up to competitors? They could stand to be increased or decreased due to the data you’ll find in competitive analysis.
4. SOCIAL MEDIA OUTREACH
One measure of external traffic to your listings is the effect of social media outreach. Everywhere on Facebook, Twitter, Pinterest, Instagram feeds related to your product If you’re just starting out on Amazon, it’d be best to keep this simple.
Choose one social media network and then test it out. Keep stock of social media statistics. On Facebook, for example, there are many ways to promote your ad. Allocate an ad spend for your Facebook budget then put up an ad. Make sure to use keywords, hashtags, and links on your posts and ads:
Targeting influencers to your advantage is one of the best ways in social media marketing to help drive external traffic to your brand. One of the best types of influencers are bloggers (like us). They already have an audience which they can pool for your brand. They’re well-equipped with an email list with which to promote your product, their own social media accounts that you can link to yours, and a blog in which to showcase your product.
After you’ve zoomed in on one social media strategy, using a tool such as Facebook Pixel account lets you get data for your site or store based on the Facebook ads. To use Pixel, you must have a website, and must be able to update the website’s header code. These are the standard events you can track on Pixel:
5. OPTIMIZATION OF ENHANCED BRAND CONTENT
This tool, the enhanced brand content on Amazon, allows your brand (once you’ve registered to Amazon Brand Registry) to add rich content like photos and product descriptions to your product listings. It’s also called the A+ tool for a reason--you need A+ images and content. For optimization, the graphics must capture the consumer, and the content must engage them.
It’s a proven fact that videos, infographics and photos/images are paving the way in content marketing. They’re engaging ways to get a consumer to notice a product. The key to good images is that each image should be true to the product, but also shows the product in a good light. Images with influencers or other featured people interacting with the product will also garner A+ content.
There are definitely a lot of options on the Enhanced Brand Content Module. There’s the product description, which should be loaded with keywords, but also various fields for enhanced descriptions. These fields where you’d want to input more optimized data about the product. Always include quality images that show off your product in a good light.
In the module, there are even places to edit the image keywords:
Next, the product descriptions not only have to be optimized for keywords, they should also be optimized for overall content. The brand story and the brand logo should have a unique value proposition to differentiate your brand from others. Focus on what the benefits are, rather than what the features are--in this way, the consumer will realize they have a need for this product rather than just browsing the features of a certain product.
EXTERNAL TRAFFIC VS. INTERNAL TRAFFIC
In converting clicks to sales, you’ll want to differentiate between external traffic--clicks from other sources--and internal traffic--clicks from within Amazon itself. While external traffic is good and can help promote your product, internal traffic is essential because it’ll drive traffic to the product listings themselves.
As we’ve said earlier, sometimes the external traffic from Google or other linked sites are merely for information. This is a good way to promote your brand to outsiders. But be warned: too much external traffic is not helpful [quote on Squarespace]
Meanwhile, the more internal clicks directly onto the product page, the more likely to turn into a conversion.
You’ll want to turn clicks into conversions, and for that, you’ll need both external and internal traffic to your Amazon store but as always be informed of both.
Are you ready to turn your clicks into conversions? We’ve shown you a few ways to optimize drive more traffic to your listings but there are many, many more methods.
If you’d like to know more, MarketplaceOps is here for you. We are a team of online marketplaces and e-Commerce experts who have been in the industry for many years. We’re willing to help you every step of the way. If you have more questions about our article or if you simply need help in starting or handling your Amazon business, just reach out to us by sending an email or requesting a free consultation today.