Amazon is one of the most competitive marketplaces globally. With millions of sellers and products on this global marketplace, ranking and visibility play a key role in getting the products in front of the right shoppers at the right time.
While organic visibility through Amazon SEO helps listings gradually rank in search results, Amazon PPC offers instant exposure to products by making them visible to the target audience through strategic sponsored campaigns. These two approaches, when simultaneously put to work, help amplify the effect of the other by boosting traffic, increasing conversions, and driving more sales, which is the ultimate goal of the two strategies.
In this article, we’ll explore how combining Amazon SEO services and Amazon PPC services can assist in achieving optimum growth and results for sellers aiming to dominate the marketplace.
Understanding Amazon SEO Services: The Foundation of Organic Growth
Amazon SEO best practices help optimize product listings to rank higher in Amazon’s organic search results. These organic practices help your products appear higher in the Amazon search results when customers type relevant keywords in Amazon’s search bar.
Key Components of Amazon SEO:
- Keyword Optimization: Optimizing product titles descriptions, and bullet points with relevant and converting keywords help drive organic traffic to the listings by improving product rankings and visibility.
- Product Titles: Structured titles with priority keywords and key product information help products rank higher on Amazon search results, making them more visible for your target audience.
- Bullet Points & Descriptions: Highlighting key product specifications with keyword-rich content, while prioritising benefits over features help persuade buyers to make the purchase.
- Backend Keywords: Leveraging hidden keywords to boost discoverability by using backend keywords helps the Amazon algorithm discover your listings when a relevant search term is typed.
- A+ Content: Enhanced brand content helps improve engagement and triggers conversions by improving listing engagement.
How Amazon’s A9 Algorithm Works
Amazon’s search algorithm, A9, considers multiple factors when ranking products:
- Relevance (keyword match)
- Sales history
- Click-through rate (CTR)
- Conversion rate
- Customer reviews and ratings
Importance of Product Listing Optimization
An optimized listing improves product visibility and drives more organic traffic. It also creates a better shopper experience, encouraging conversions and positive reviews, which are the key drivers of organic growth.
What Are Amazon PPC Services? Driving Instant Visibility
Amazon PPC is an advertising model where sellers bid on keywords to improve the product reach and visibility by having them feature in sponsored positions. As the name suggests, in PPC campaigns, sellers only pay when a shopper clicks the ad.
Types of Amazon PPC Ads:
- Sponsored Products: Appear in the search results and Amazon product pages.
- Sponsored Brands: Feature brand logo, custom headline, and multiple products.
- Sponsored Display: Show on and off Amazon to retarget customers and expand product reach.
Benefits of Amazon PPC Campaigns
- Amazon PPC boosts product visibility through instant exposure.
- Keyword testing and data collection help sellers gather performance data on which search terms drive results.
- Improved visibility leads to increased traffic to the listings, ultimately contributing to conversions and enhanced sales.
- PPC campaigns improve brand awareness and enhance their online presence.
When and Why to Use PPC
- For new products, it helps kick-start visibility and sales velocity.
- For established products, PPC helps maintain visibility against competitors and reach a wider audience to continue growing sales.
- For seasonal items, it assists in capitalizing on high-demand shopping periods.
The Synergy Between Amazon SEO Services and Amazon PPC Services
- Combined PPC and SEO efforts help establish a balance between long-term, sustainable visibility and capturing the immediate attention of a broader range of audiences.
- The valuable insights on keyword performance provided by Amazon PPC and conversion rates help refine SEO strategies and efforts.
- The combination of consistent PPC and SEO efforts helps establish brand authority and credibility.
- Both strategies ultimately aim at boosting sales. Integrated PPC and SEO strategies help maximize growth, visibility, reach, and conversions, ultimately contributing to the goal of enhanced sales.
How Strong SEO Reduces PPC Costs
- Strong SEO efforts drive organic traffic to the listings by improving product rankings in the Amazon SERPs, thus reducing the need to set up PPC campaigns to increase product exposure and visibility.
- Improved rankings in the organic search results help improve brand credibility and trustworthiness, which encourages shoppers to click on ads with the same brand name, thus improving the CTR through SEO efforts.
- String SEO helps improve the keyword quality score, thus helping reduce PPC costs.
Real-World Impact
Brands that integrate both strategies often see:
- Lower Advertising Cost of Sale (ACoS)
- Higher organic rankings
- Increased total sales through a combination of paid and organic strategies.
Using Amazon PPC Services to Accelerate SEO Results
PPC is more than just advertising, it’s a catalyst for organic growth. Here’s how using Amazon PPC strategies can accelerate SEO efforts for newly optimized listings:
- Accelerated visibility: Effective PPC campaigns help in targeting the audience through sponsored placements by providing immediate exposure to newly listed products.
- Data-driven Optimization: PPC campaign offers relevant data on consumer behavior, conversion rates, and other key metrics, thus helping refine optimization strategies
- Improved Organic Ranking: Consistent PPC and improved CTR help boost the organic positioning of the listings through accumulated visibility and sales.
- Keyword Testing: New keywords can be tested through PPC to later implement them into SEO strategies.
Amazon SEO Services Enhance PPC Efficiency and ROI
Optimized listings increase ad performance by:
- Improving relevancy scores: Optimized listings with relevant keywords attract more shoppers, thus boosting organic rankings. This improves the CTR for PPC campaigns, consequently minimising the cost-per-click (CPC). Strong SEO efforts improve overall conversion rates, which helps in enhancing PPC campaigns and improving the overall ROI.
- Reduced Ad Spend and Improved ROI: Improved organic rankings through enhanced SEO help ads feature to more targeted and refined audiences, thus improving CTR and reducing ad spend. Reduced CPC and ACoS with higher conversion rates help businesses achieve higher ROI without spending much on advertising.
- Long-term visibility and reach through SEO help businesses reduce their reliance on PPC for driving immediate traffic.
Real-World Strategy: Integrating Amazon PPC and SEO Services
Step-by-Step Integration Plan:
- Initial SEO Optimization: Audit your Amazon store and listings to optimize your product listings for improving organic visibility and rankings.
- Launch PPC Campaigns Using SEO Keywords: Leverage top-performing SEO keywords and start bidding on them.
- Analyze PPC Data: Use PPC metrics and conversion data to further optimize listings and make data-driven decisions for PPC campaigns.
- Monitor and Scale: Adjust bids, optimize listings, and expand keywords.
- Track Performance: Use tools like Helium 10, Jungle Scout, or Amazon’s Brand Analytics to consistently monitor KPIs and refine accordingly.
Common Mistakes to Avoid When Combining SEO and PPC
- Ignoring Shared Performance Insights: PPC insights can directly improve SEO decisions, make sure you leverage PPC analytics to refine your SEo strategies.
- Overspending without optimization: Running ads on unoptimized listings leads to poor ROI.
- Neglecting SEO updates: After discovering new high-performing keywords via PPC, make sure to update your listing content accordingly.
Choosing the Right Amazon SEO and PPC Services Provider
Choosing the right Amazon Service provider for availing Amazon PPC and Amazon SEO Services is highly essential to ensure you get the best out of these integrated strategies. Some criteria that can help you shortlist the best potential candidate include:
- Subject Matter Expertise: The agency must hold solid experience and knowledge about Amazon’s policy and the working of the A9 algorithm.
- Strong Profile: Positive reviews, proven case studies, and client results help in establishing trust and credibility with the provider
- Comprehensive Service Provider: Look for agencies like Krolog that provide full-service offerings including SEO, PPC, Amazon Brand Registry, Trademark Registration, and Reinstatement Services, to name a few.
When it comes to growing on Amazon, SEO and PPC are not competing strategies, but complementary elements. Amazon SEO builds the foundation for long-term organic visibility, while Amazon PPC drives immediate traffic and keyword data.
By combining both services strategically, sellers can:
- Increase visibility
- Improve conversions
- Lower costs
- Build long-term brand equity
Now is the perfect time to audit your current Amazon strategy or consult with Krolog, a leading Amazon Service Providing Agency that understands how to bring SEO and PPC together for maximum results.
Connect now to know more about how we implement these complementary forces to help you drive growth and visibility on Amazon!