When selling on Amazon, one of the key foundation principles is to have a great Amazon product listing.
In the last three months, I experimented from using automated optimization tools to just using plain old fashion market research.
To build a great listing you need to think as the customer and understand how they would search for a product.
Amazon continually changes its algorithm. The old school way of longer titles with keyword stuffing doesn’t work anymore…. Plus it’s not customer centric
Amazon Product Listing Optimization
There are two steps in optimizing your listing
- Common sense
- Amazon Search
In writing a listing you have to think the way a customer would search for your product.
Once you have all your ideas, type them into the Amazon search bar and make a note of the top suggested phrases. Amazon’s database is developed to populate the most popular phrase or search terms as it appear at the top of the search bar when you type them in.
RUNNING AN ADS
After optimizing the listing and ensures that the right keywords are used, it is now time to advertise your products using Amazon’s Campaign Manager. It is an advertising platform by Amazon that provides a huge amount of data and is a quick way to get to the top of Amazon listings (even if you have to pay)
Remember to keep your listings mobile friendly as some products have 70% of their sales via smartphones. The way to do this is by keeping the title and descriptions short and meaningful
OUTLINE FOR THE EPISODE
[01:41] – Amazon Product Listing Optimization
[04:20] – Running an Ads
We provide Amazon seller consulting services including Amazon listing optimization service.If you want some help in getting started an Amazon business, then I would love to help out. Please reach out to me sothat I can organize an Amazon Selling Strategy Session
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****** Full Podcast Transcription below *******
We talk all things Amazon, speaking with Amazon FBA Expert from around the world to help you grow and build your Amazon business with Amazon Seller Consulting Services.
Hi guys. Welcome to another article of Coach AMZ where we talk about all things in Amazon from here in How to Sell on Amazon Australia and across the world. So, today I’m really excited because we took a topic that sometimes gets a lot of attention but not the best way. People can also often over think keyword research and writing a listing.
So, if you look at a product on Amazon one the most important things you need to do is make sure you have the right keywords and a site or a Amazon Product Listing Optimization and we all have different types of ways to work this out. But, what I’ve experimented lately in the last three months is actually taking a step back from using all of the complex optimization tools from Amazon Seller Consulting Services and things in it from a customer’s viewpoint.
How does a customer search for this? How do they look up their search for product and how do they buy it? The results have been really interesting. Going back 12 months the listings were often quite long. More characters and I don’t see keyword stuffing but you’d use tools to find out all the right keywords and put it in the title.
It looks like Amazon’s algorithms are catching up to this and are giving their best with the Amazon Seller Consulting Services. They want more listings that are easy to read and the Amazon Product Listing Optimization can be done easily by the seller and what customers expect to read.
So, when a product comes up it doesn’t have a really long listing of 500 characters but more of a short one that is very descriptive and captures the right words. So, how do you do this how do you actually do the Amazon Product Listing Optimization to make sure you get the right traffic. There’s two steps for this.
The first one is common sense and then I always watched that again it’s one of the tools offered by Amazon Seller Consulting Services to check the traffic. So, the first thing you would do is actually think about a product so if you’re selling steak knives you’re like a steak knife and I say how to actually describe this.
If I was going to go into Amazon and look for this what would I type in. And you’ll come up with a bunch of ideas and then you want to watch it against someone maybe not your peer group but maybe a friend outside of that who could use different words. So they may use of the steak knives and actually say Oh no, look for Japanese quality steak knives and someone else wants out outlook for stainless steel steak knives and everyone has different views and what you do you won’t capture that long list of views and then go to Amazon and very easily type in those phrases and what you will find out is Amazon will populate the most popular phrase at the top the dropdown.
So, you going to Amazon.com in the search box and type in stainless steel steak knives you’ll start to auto prompt the most popular terms to get you the best results. So, once you go through this year I see that’s probably the top word it’s not stainless-steel steak knives it maybe Japanese steak knives and what you do take a list of all those words and you write them down and you get this list of key words that are prioritized. And at the same time, you want you something as simple as the thesaurus or synonyms which is different ways a product can be used.
So, what you do is you want to cast your net wide to capture the most relevant key words for the listing but not to wide you don’t want to come up with words that aren’t relevant. People come to your page. It doesn’t convert. And then Amazon will drop it down you know find the right words convert because if you have a high converting page.
So, a high percentage Amazon is going to drive more traffic with their Amazon Seller Consulting Services. Once you’ve done that you found at the top keywords what’s popular what’s being used. Using very simple terminology. Then I watched that against a tool such as merchant words you use things like keyword inspector which is a reverse ASIN which sort of predicts what will use to search for product and used them in the past but sometimes the results can be a bit misleading but a bit unusual.
Words that are only related to ASIN and can come up and things like certain words are good for in a ballpark feel for it in terms of the estimated traffic but it doesn’t actually give you the exact number. Only Amazon knows that. So, the third piece of the puzzle is once you put all those together you actually need to run some ads because Amazon loves you spending money on their advertising platform by their Amazon Seller Consulting Services. It’s called campaign manager.
And the reason they love it because it your given Amazon money to put your product at the top of the ranking and they get more money again if they get a sale out of it that’s like a double kicker. They get your money for when you click on it and then they get more money for an FBA listing when someone clicks on it.
A lot of the top sellers use campaign manage the advertising tool they offer with their Amazon Seller Consulting Services just to find out what the key words are because this is real data from Amazon is not forecasting is not smoking material actually show you the exact amount of impressions how many clicks how many sales and your ACOS the cost per sale. And that’s really powerful material.
So, what you do you want to see that list that you brainstorm with your friends that you put in. Amazon at its Amazon Seller Consulting Services came down with the drop-down list and get your top 10 keywords and then you put them in to campaign manager as a broad match. And what that does is you run it for about a week or two and you go back in and you’ll find out which key words will cost you money. They’ll getting clicks but no sales at all. You’ll find ones that are getting clicks and you’re breaking even on it.
You can find out some of them where getting clicks and you against sales and it’s cost you next to nothing what Amazon FBA Expert. If you find a really good keyword sometimes it can be up to 10 percent in terms of the costs for the sale. So, you may spend ten dollars and you get a hundred dollars’ worth of sales.
And that’s really powerful because once you find the best converting words then you can put that back into your listing to find out the most converting words that are most powerful that will help you in good Amazon Product Listing Optimization. And one of the things you’ll remember with this you may have a keyword campaign manager.
That’s a really low ACOS are really small spend for a lot of sales but if it’s not getting much traffic. Sometimes it’s worth spending a little bit more. You get a lot more sales.
One example is you could spend five dollars on an ad and make 50 dollars so your ACOS is at 10 percent which is really low or you could spend 20 dollars and make a hundred dollars which is a 20 percent ACOS. ACOS is twice as high but also your sales are twice as high.
So, you do have a balance between spending money and advertising that gets you sales competitive spending money on advertising it doesn’t give you enough sales but it’s really cheap. There are other things you do way up once you’ve done all that you’ve got some really valuable data you’ve worked out what people use a search for using just like general common sense.
You’ve done some forecasting using some tools like merchant words and then you’ve gone and got the goal you wanted the campaign manager looked at what people searching for found out the clicks, the impressions, the cost. So, you know exactly where you want to be and when you have all that information now you’ve put that into your listing. In the past people have listings with the bullet points of up to 500 characters really quite long ones.
But what’s happened is, there’s a massive transition to mobile purchasing and Amazon will actually display your listing differently as today what is by Amazon Listing Optimization Service if it’s on a desktop or mobile device or even a tablet. So, if you want these old school listings that’s quite long what’s the key words on a mobile device. People aren’t going to buy on that. It’s like some of the products have 70-80 percent of sales through a mobile device. You’ve got this really long listing.
People are going to be distracted by that and they’re not interested. I actually did this with a test recently and cut down all my listings to 50 or 100 characters for certain listings not all of them is it a test with some of them. And I was amazed by the difference I thought taking a lot of the really top keywords would harm the listing.
But what it’s done is it’s really pushed up the conversion rate. So, the listings are much shorter now but the conversions have gone through the roof. It’s really important to make sure that you’re now right by Amazon Seller Consulting Services, it says sync but you your keywords in there and it’s the way that a customer will go onto Amazon and type in what they’re searching for.
So, once you’ve done that you’ve got a really powerful process. You’ve gone in you’ve actually worked out, you found a customer I want to buy steak knives what do I search for. You’ve got to ask your friends what key you would use. What terms would you use to find this product? I’ve got a good mix.
You go into Amazon and type those in the drop-down box and you’ve noticed which ones come on the top which are the highest searched. And you’re going across to a tool and you’re sort of watch that against the tool to actually find out what’s forecasted sales at the same time you go on campaign manager put your ads in and got some really concrete powerful data recommended by Amazon FBA Expert that actually shows you how many people are searching for those phrases and key words and once you’ve got all that you put into your listing you make it sync short and to the point what a customer wants.
Once you do that you’ll be in the top 10 percent of listings on Amazon and you’ll find you’ll get a really big bump in your conversion rates. If you look at most listings on Amazon they’re either two extremes they’re really short descriptions that only three or four words that then add any value to the customer to understand it or they’re really long and windy. Just keyword stuffing that doesn’t really help the user because they don’t really get a good feel for the product that is just too many words describing it.
So, if you take this approach offered by game changing Amazon Seller Consulting Services you’ll find that you got an absolute, from my experience a really big uplift in conversions and that’s what you are after and win a good Amazon Product Listing Optimization. Amazon loves products with high conversion rates because it means every time someone goes to the listing they get a higher chance of a sale. So, they keep pushing traffic to that listing with its Amazon Listing Optimization Service.
Guys this has been a pretty low-level article really down into the weeds of it but this type of stuff can make a huge difference to your listing. I hope you have it today if you found it valuable. I love you to share this article with a friend if I can help you any way please visit the website coachamz.com or drop me a note and I’d love to reach out and help you with Amazon FBA Expert.
My goal is to help people succeed on Amazon with the help of the best Amazon Seller Consulting Services and online if I can be part of your success.
That’s all the best. Have a great day.
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