You’ve put in a lot of effort to make sure that Prime Day was a big one for your brand. Canopy’s industry-leading team of Amazon experts provides the comprehensive support – from optimizing your listings to creating innovative advertising campaigns – to make sure that you can keep that momentum going forward.

Now that Amazon Prime Day is finished, here are eight strategies to keep your sales heading up and to the right.

Analyze Prime Day Performance

“You can’t manage what you can’t measure” is a quote that speaks to the importance of strategic data acquisition. Prime Day is one of the most significant events for Amazon sellers. The days following Prime Day offer an unrivaled opportunity to collect and study a wealth of data. Prime Day metrics are a crucial element in your understanding of what worked, what didn’t, and how to improve for future events.

Review Sales Data and Metrics

Start by taking a deep dive into your sales data. Closely examine metrics such as total sales, units sold, average order value, and conversion rates. Look for patterns and trends that can give you insights into your overall performance.

Compare Results to Previous Years and Expectations

Benchmark this year’s results against previous Prime Days and your pre-event calculations. This comparison helps you to identify growth trends, market shifts, and areas that need attention.

Identify Top-Performing Products and Categories

Highlight the products and categories that performed exceptionally well. Understanding which items drove the most sales can help you focus your efforts on these high-demand products in the future.

Assess Your Inventory 

It’s been a whirlwind 72 hours. Post-Prime Day inventory management is critical to maintain momentum and prevent stock outs or overstock situations.

Assess Remaining Stock Levels

Conduct a thorough inventory assessment to understand your current stock levels. Identify any products that are running low and those that have surplus stock.

Reorder Popular Items to Maintain Inventory

For the top-selling items, place reorders promptly to ensure you can meet ongoing demand. This is particularly important for products that continue to have high sales velocity post-Prime Day.

Consider Liquidating Slow-Moving Products

Identify slow-moving or unsold inventory from Prime Day. Consider strategies like discounts, promotions, or bundling to liquidate these products and free up warehouse space.

Optimize Your Amazon Listings

Now is an excellent time to level up your Amazon search engine optimization (or SEO). By optimizing your product listings – based on the feedback and performance data gathered during the Prime Day event – you can rank higher in search results and better connect with shoppers.

Update Product Descriptions Based on Customer Feedback

Review customer reviews and feedback received during Prime Day. Update your product descriptions to address common questions, highlight key features, and improve clarity.

Refresh Images and A+ Content if Applicable

Ensure your product images and A+ content are up to date and appealing. Over the last year, high-quality visuals continue to increase in importance as Amazon conversion rate levers.

Adjust Pricing Strategy for Post-Prime Day Market

Re-evaluate your pricing strategy based on post-Prime Day market conditions. Consider competitive pricing, demand trends, and profit margins when making adjustments.

Follow Up with Customers

Building strong customer relationships is essential for long-term success. Post-Prime Day is an ideal time to engage with your Amazon customers.

Analyze Customer Behavior and Preferences During Prime Day

Examine your customers’ behavior and preferences to understand what drives purchases. Use this information to refine your Amazon product catalog and marketing messages. Tailoring your approach based on customer preferences will lead to better results.

Consider Conducting Post-Purchase Surveys for Additional Feedback

Post-purchase surveys can provide valuable feedback on customer satisfaction and areas for improvement. Use these insights to level up your overall customer experience.

Respond to Customer Questions and Reviews Promptly

Shoppers that just spent their money do not want to wait for answers. Address any customer inquiries and reviews quickly and professionally. Timely responses can enhance customer satisfaction and loyalty. Offering excellent customer service can quickly turn a negative experience into a positive one.

Retarget Prime Day Shoppers

Prime Day shoppers who didn’t make a purchase or need a little nudge can still be converted into customers through retargeting efforts.

Use Sponsored Display Ads to Reach Previous Viewers

Leverage Sponsored Display Ads to target customers who viewed your products but didn’t purchase. These ads can remind would-be buyers of your offerings and encourage a purchase. Set up retargeting campaigns aimed at Prime Day visitors who didn’t buy.

Keep the excitement going by offering post-Prime Day promotions. Limited-time deals can help maintain sales momentum and attract customers who missed out on Prime Day.

Analyze Competitor Strategies

You probably weren’t the only one making a lot of sales in your Amazon niche. Understanding your competitors’ strategies can provide valuable insights and help you refine your approach.

Study Successful Competitor Tactics During Prime Day

Analyze the tactics used by successful competitors. Look at their pricing, promotions, product offerings, and marketing strategies.

Identify Areas for Improvement in Your Own Strategy

Use competitor insights to identify areas where you can improve. Whether it’s pricing adjustments, better marketing, or product enhancements, learning from others can be beneficial.

Consider New Product Opportunities Based on Market Trends

Identify market trends and potential new product opportunities based on competitor analysis and Prime Day performance.

Plan for Future Sales Events

What you’ve learned from Prime Day can easily be applied to future sales events to ensure continued success, particularly when the impressions are fresh. 

Use the insights gained from Prime Day to plan for other major shopping events like Black Friday and Cyber Monday. Adjust your strategies based on what worked and what didn’t.

Start Preparing Early for Next Year’s Prime Day

If you’re like a lot of entrepreneurs, you probably started planning for Prime Day a little later than you would have liked. Early preparation is key to success. Begin planning for next year’s Prime Day well in advance to ensure you’re ready to capitalize on the opportunity.

Set Goals and Strategies for the Rest of the Year

Define clear goals and strategies for the remainder of the year. Focus on maintaining growth and leveraging the momentum from Prime Day.

Amazon Advertising is a Difference Maker

This is a big one, and a separator between Amazon sellers heading up and to the right, and those ecommerce sellers just hanging on. Post-Prime Day is a great time to reassess and refine your advertising strategies.

Adjust Advertising Budgets Based on Prime Day Performance

You’ve worked hard to get your top-selling products to the top of the page. Make sure that they remain visible by continuing to invest in advertising. Evaluate your Prime Day advertising performance and adjust your budgets accordingly. Increase spending on high-performing campaigns and consider reducing spend on underperforming ones. Sustaining visibility can help maintain sales momentum.

Test New Ad Formats or Targeting Options

Experiment with new ad formats and targeting options. Testing different approaches can help you discover more effective advertising strategies.

How Canopy Management Can Help

Prime Day may be over, but the real work for Amazon sellers is just beginning. By closely analyzing your Prime Day performance, you can turn a single-day event into long-term success. 

At Canopy Management, we’re dedicated to supporting Amazon sellers in achieving success every day of the year. It’s a big part of Canopy becoming the quiet force behind many of the top brands on Amazon. 

Don’t navigate this journey alone—partner with Canopy Management and take your Amazon business to new heights.

What would adding 67% more organic sales mean for your brand?

Turns out that when you combine the massive experience of Canopy’s Amazon Experts with smart tools and tech, you get industry-leading results like this:

• 84% Average Year-Over-Year Profit Growth for Our Partners
• 2.7 Billion in Revenue Managed
• 99.1% Partner Retention Rate

Canopy Management is a full-service marketing agency for Amazon and Walmart sellers. Our team consists of former Amazonians, multi-million dollar sellers, and award-winning experts.

When you consider the many ways that Canopy Management can help you grow your business, you’ll see why selling on Amazon is much easier “under the Canopy.”

• Strategic Growth Planning
• Listing Copywriting Optimization
• Listing Photography
• Product Videography
• Advertising Management
• Customer Service
• Demand Side Platform (Amazon DSP)
• Amazon Posts
• Full Service Management
• Amazon Review Aggregation

The post How to Sustain Your Prime Day Momentum – Essential Steps for Amazon Sellers appeared first on Canopy Management.

It’s a big reason why many experienced sellers reach out to an Amazon management agency. If you’re looking to get more from your Amazon PPC efforts, hiring an expert is your best bet.

An Amazon PPC management agency works with you to optimize your ad campaigns, decrease your advertising cost of sales (ACoS), and increase your ROI-all while taking advantage of Amazon’s highly-effective advertising services. If you sell on Amazon, you can’t afford not to be taking advantage of Amazon management.

The Benefits of Advertising on Amazon

The difference between people browsing for a product on Google (or Safari) and people browsing on Amazon is the degree of buyer intent. 

People browse on Google. Shoppers spend time on Amazon when they’re ready to make a purchase.

Amazon advertising lets you display your products to people ready to buy, giving you an advantage over other platforms. This means you can reach a specific audience that is more likely to make a purchase. It can help increase your sales by targeting the right customers, give your products more visibility, and help you stand out from competitors. 

Is Amazon advertising worth it in 2024? 

The short answer is yes, absolutely!

The reason is simple. Using pay-per-click ads on a platform where millions of buyers go when they’re ready to make a purchase just makes sense.

Amazon PPC Ads Get Your Products Seen

A huge benefit of Amazon PPC ads is that they allow you to promote your products in a highly visible location. 

Sponsored ads target shopping queries or products, ensuring that your ads show up when customers are searching using matching terms. These ads can be placed strategically within search results or on product detail pages, enhancing the likelihood of catching the shopper’s attention at critical moments in their buying journey.

Whether a customer is searching for a specific product category or browsing similar products, sponsored ads help position your offerings prominently, driving more traffic to your listings and increasing the chances of conversion.

With an Amazon ad, you use keywords to improve your chances of showing up for a specific search term. That means that your product appears more often based on your target keywords and phrases.

Sponsored ads are cost-per-click (CPC), so you only pay when customers click your ads. You can choose how much to bid per click and set your own budget.

Amazon has over 300 million active customer accounts worldwide. And, you’re never quite sure where those potential shoppers might be in the buying process.

This is where Amazon advertising really stands out. They are designed to help you use your campaign to reach customers at every stage of their journey.

Amazon Ad Products

Amazon Sponsored Product ads appear on Amazon and help promote specific products in shopping results and relevant product pages. It’s simple. When a customer clicks an ad, they are directed to the corresponding product page.

Amazon Sponsored Brand ads appear on Amazon and allow you to create ads that include multiple products, along with your brand logo and a custom headline. Prospective shoppers are sent from the Sponsored Brand campaigns to a selection of your products.

Amazon Sponsored Display ads are a versatile advertising tool that allow you to retarget potential customers who have shown interest in their products or similar categories. This  enhances brand visibility and drives conversions. Display ads offer customizable campaigns, expanded reach, and ease of use, supported by detailed reporting to optimize performance.

Keywords are King

Keywords are the terms a person enters into a search with their desired outcome in mind. A good keyword strategy will put your product squarely in the sights of your ideal buyers.

With Amazon advertising, users target products through the use of keywords (including negative keywords). You can specify Broad Match, Phrase Match, and Exact Match.

Broad Match: These types of keyword results are more general and are cheaper per click. However, they may lose relevance due to the general nature of the terms. Utilizing a long-tail version of a broad keyword is a great strategy to keep your bid cost low while expanding your brand exposure. The caveat is that these broad types aren’t highly converting, so you need to utilize a more specific keyword strategy for better conversions. 

Phrase Match: This type of keyword search is more specific than a broad search and is more targeted for the potential customer’s search results. If you sell laptops, a phrase might be “Apple MacBook Laptop” to show what is closer to the search a person is conducting.

Exact Match: With exact match type ads, your results will only show if the customer matches their search terms exactly with your keyword phrase. For example, if you’re selling laptops and your exact match terms are “Apple MacBook Pro 2024 Laptop,” your ad will only show results that have that exact phrase.

The Power of Long-Tail Keywords

Long-tail keywords are highly specific and often longer phrases that users search for when they are closer to making a purchase or seeking detailed information. Unlike broad keywords, which are shorter and more generic (e.g., “laptop” or “running shoes”), long-tail keywords focus on niche markets and detailed queries (e.g., “best budget laptop for graphic design 2024” or “women’s waterproof trail running shoes size 8”). 

These keywords tend to have lower search volume but higher conversion rates because they capture users with clearer and more precise intent, facing less competition and often resulting in more cost-effective advertising.

Negative Keywords Increase Relevancy and Save Money

Instead of ranking for a search term, “negative” keywords help you avoid showing up for the wrong queries.

Negative keywords are an important element of effective Amazon PPC strategy. By excluding irrelevant terms that do not align with your product offerings, you can significantly improve the precision of your ad targeting. This means your ads are shown to a more relevant audience, increasing the likelihood of conversions while reducing wasted ad spend.

For instance, if you sell high-end running shoes, adding “cheap” as a negative keyword ensures that your ads won’t appear in searches looking for budget options. This strategic filtering helps you avoid clicks from shoppers who are unlikely to purchase your premium products, thereby optimizing your advertising cost of sales (ACoS) and improving your return on investment (ROI).

Implementing negative keywords effectively can lead to higher click-through rates (CTR), better ad placement, and ultimately, increased sales. Negative keywords are a critical component of a well-calibrated Amazon PPC campaigns. They help make sure that your advertising efforts are both cost-effective and highly targeted.

Amazon PPC Campaign Strategies

With Amazon PPC advertising campaigns, you can opt to run a manual campaign or use an automatic campaign to drive traffic to your product listing.

Manual targeting allows you to control the type of keywords and phrases your ad campaign includes, allowing you better control of cost-per-click and focusing on only those key terms that are converting with you. 

With automatic targeting, you can have Amazon set up ad campaigns and test if there are additional terms and phrases you should consider in your manual ads. This strategy is a great way to determine your higher-converting keywords without having to do the work of testing each one. 

By utilizing automatic targeting with your ad group, you can set a smaller budget for the ads and see what converts before incorporating those terms into your ads and product descriptions. That will save you a lot of time and money on experimentation and testing.

ACoS – Advertising Cost of Sale and Other Performance Metrics

It’s important to analyze your Amazon Advertising Cost of Sale and iterate your campaigns for better efficiency. 

The way the ACoS is calculated is ad spend divided by ad revenue multiplied by 100 (ACoS = ad spend/ad revenue x 100). This data gives you better insights into your ads performance and conversions toward sales to allow you greater control of your ad campaigns.

Put in layman’s terms, your ACoS is a ratio of how much you spend on ads versus the amount of money you make in return. You ultimately want a low ACoS, which means that you’re earning a lot more than you’re paying in ad costs. 

Your ACoS will allow you insight into how effective your ads are compared to competitors, but the metric of Return On Ad Spend (ROAS) gives you data on how profitable your ad campaigns have performed. 

To calculate your ROAS, you take your ad spend and divide it by your ad revenue (ROAS = ad spend/revenue).

Fine Tuning Your Amazon Ad Campaigns 

When it comes to ACoS and RoAS, utilizing these data points and the type of keywords you are using in your ads and product descriptions allows you to focus your ad campaigns much more precisely than other ad platforms. 

Amazon’s automatic targeting allows you to limit the cost associated with traditional testing and experimentation to help you better strategize the keywords you want to target in your campaigns. 

Finally, the flexibility to adjust your keyword targeting using these data points allows you to adapt your ad campaigns and product listings to optimize their performance. 

Whether it’s Amazon Sponsored Product, Brand, or Video ads, this optimization strategy will save you considerable time and money in your marketing while testing higher converting keywords. It’ll also direct significantly more traffic to your Amazon Store.

How Canopy Management Can Help

Canopy’s PPC management experts can help you to build an effective strategy that aligns with your unique business needs. Canopy’s Amazon marketing services will help you get more from your digital advertising so you can do more for your business.

If you have any additional questions, reach out to our pros and get started on maximizing your ad spend with Amazon PPC advertising.

Turns out that when you combine the massive experience of Canopy’s Amazon Advertising Experts with smart tools and tech, you get industry-leading results like this:

• 84% Average Year-Over-Year Profit Growth for Our Partners
• 2.7 Billion in Revenue Managed
• 99.1% Partner Retention Rate

Canopy Management is a full-service marketing agency for Amazon and Walmart sellers. Our team consists of former Amazonians, multi-million dollar sellers, and award-winning experts.

When you consider the many ways that Canopy Management can help you grow your business, you’ll see why selling on Amazon is much easier “under the Canopy.”

• Strategic Growth Planning
• Listing Copywriting Optimization
• Listing Photography
• Product Videography
• Advertising Management
• Customer Service
• Demand Side Platform (Amazon DSP)
• Amazon Posts
• Full Service Management
• Amazon Review Aggregation

The post Is Amazon PPC Advertising Worth It In 2024? appeared first on Canopy Management.

Unfortunately, there are more than a few of you out there that have gotten sidetracked by the responsibilities that come with life as an entrepreneur. 

The good news is that it’s not too late to create strategies that allow you to dominate your Amazon PPC campaigns, one of the biggest components of seasonal ecommerce success. 

As Amazon Prime Day 2024 approaches, it’s crucial to have a plan in place that can maximize your visibility and ensure you’re prepared for the surge in traffic and sales. 

Here are three last-minute PPC strategies that you can use to win Prime Day: 

1. Double-Check Inventory Levels and Turn Off Deals for Potential Out-of-Stock Items

Inventory management is a critical aspect of any sales event, especially one as significant as Prime Day. Running out of stock not only means missed sales opportunities but can also negatively impact your product rankings and customer satisfaction. Here’s how you can manage your inventory effectively:

Monitor Your Stock Levels

Regularly check your inventory levels in these days leading up to Prime Day. This will help you identify any potential shortages and allow you to reorder products in time. Use Amazon’s inventory management tools or third-party software to get real-time updates on your stock levels.

Forecast Demand

Use historical data and sales trends to forecast the demand for your products. Consider the impact of Prime Day and adjust your reorder quantities accordingly. Tools like Amazon’s Inventory Performance Dashboard can provide insights into your past sales performance and help you make informed decisions.

Turn Off Deals for Potential Out-of-Stock Items

To avoid disappointing customers and receiving negative reviews, turn off deals for items that are at risk of going out of stock. This will help you focus on products that you can fulfill without issues and maintain a positive customer experience. Adjust your PPC campaigns to stop promoting these items and redirect your budget to products with sufficient inventory.

2. Use Social Media Platforms to Create a Buzz Around Your Prime Day Deals

Social media is a powerful tool for driving traffic and creating excitement around your Prime Day deals. Leveraging platforms like Facebook, Instagram, Twitter, and TikTok can help you reach a wider audience and boost your sales. Here’s how to effectively use social media for Prime Day:

Create Engaging Content

Develop engaging and visually appealing content to showcase your Prime Day deals. Use high-quality images, videos, and graphics to highlight your discounts and promotions. Consider creating teaser posts, countdowns, and behind-the-scenes content to build anticipation.

Use Influencers and Brand Ambassadors

Partner with influencers and brand ambassadors to amplify your reach. Influencers can help you tap into their loyal follower base and generate more buzz around your deals. Make sure that the influencers you choose align with your brand and target audience. 

Don’t worry about needing Kardashian-sized influencers to make a difference. Micro influencers (1,000 to 100,000 followers) have a highly-engaged follower base. They also offer a more genuine and relatable promotion of products, resulting in a higher likelihood of audience conversion. 

The power of micro influencers lies in their close-knit community dynamics where recommendations feel more like advice from a trusted friend rather than a broad advertisement.

Run Social Media Ads

Invest in paid social media advertising to increase the visibility of your Prime Day deals. Platforms like Facebook and Instagram offer advanced targeting options, allowing you to reach potential customers based on their interests, demographics, and behaviors. Create social media ad campaigns specifically designed for Prime Day and monitor their performance closely to optimize your ROI.

Engage with Your Audience

Interact with your audience by responding to comments, messages, and mentions. Encourage users to share their Prime Day purchases and experiences using a branded hashtag. This will create a sense of community and encourage more people to participate in your promotions.

3. Create “Prime Day” Focused PPC Campaigns to Highlight Deals

Your Amazon PPC campaigns play a crucial role in driving traffic and sales during Prime Day. Creating dedicated campaigns specifically for Prime Day can help you maximize your visibility and capitalize on the increased shopper activity. Here’s how to set up effective Prime Day-focused PPC campaigns:

Identify High-Performing Products

Analyze your past sales data to identify high-performing products that are likely to do well on Prime Day. Focus your PPC efforts on these products to maximize your returns. Consider creating separate campaigns for your bestsellers and new products to manage your budget and bids more effectively.

Use Prime Day-Specific Keywords

Incorporate Prime Day-specific keywords into your PPC campaigns to capture the attention of shoppers looking for deals. Keywords like “Prime Day deals,” “Prime Day discounts,” and “Prime Day sale” can help you attract more clicks and conversions. Use Amazon’s Keyword Planner or third-party tools to find relevant keywords and add them to your campaigns.

Optimize Your Ad Copy and Creatives

Ensure that your ad copy and creatives clearly highlight your Prime Day deals and promotions. Use attention-grabbing headlines, compelling offers, and strong calls-to-action to encourage clicks and conversions. Test different variations of your ad copy and creatives to find the most effective combinations.

Adjust Your Bids and Budget

Increase your bids and budget for your Prime Day-focused campaigns to stay competitive and maintain visibility. Monitor your campaign performance closely and make adjustments as needed to ensure you’re getting the best possible results. Consider using Amazon’s dynamic bidding options to automatically adjust your bids based on the likelihood of a conversion.

But be careful, Amazon has expanded the dynamic bidding thresholds specifically for Prime Day 2024. For advertisers using the “dynamic bids – up and down” strategy, the maximum bid adjustment will temporarily increase from 50% to 100% for ads on “rest of search” and “product page placements” during Prime Day. This change will revert to the standard 50% after Prime Day ends.

Amazon recommends using dynamic bidding to enhance campaign performance and save time by automatically adjusting bids in real-time. This temporary expansion is designed to help advertisers capitalize on the increased traffic and potential sales during Prime Day, allowing for more aggressive bidding strategies to secure high-value placements during this period of heightened competition and consumer activity on the platform.

Track and Analyze Performance

Use Amazon’s advertising dashboard to track the performance of your PPC campaigns in real-time. Analyze key metrics like impressions, clicks, conversions, and ACOS (Advertising Cost of Sales) to evaluate the effectiveness of your campaigns. Use this data to make informed decisions and optimize your campaigns for better results.

Want to Have Even More Prime Day Success? 

Prime Day is a huge opportunity for you to boost your sales and gain new customers. By double-checking your inventory levels, utilizing social media platforms, and creating Prime Day-focused PPC campaigns, you can maximize your visibility and capitalize on the increased shopper activity. 

If the thought of an unsuccessful Prime Day 2024 makes you nervous, do what increasing numbers of Amazon’s top sellers do, reach out to the experts at Canopy Management. 

Turns out that when you combine the massive experience of Canopy’s Amazon Advertising Experts with smart tools and tech, you get industry-leading results like this:

• 84% Average Year-Over-Year Profit Growth for Our Partners
• 2.7 Billion in Revenue Managed
• 99.1% Partner Retention Rate

The post 3 Last Minute PPC Strategies Amazon Sellers Can Use to Win Prime Day appeared first on Canopy Management.

Just last month, TikTok achieved a huge milestone with its first million-dollar shopping livestream in the United States.

Still, Amazon remains the largest marketplace in the U.S., selling three times more than the rest combined.

Studies indicate that Amazon could soon overtake Walmart to become the largest retailer in the United States. It’s predicted that Amazon will add more than $294 billion in U.S. sales between 2021 and 2026. 

Sure, that’s great news for Amazon, but how does it affect ecommerce sellers? It’s because of what’s hidden just under the surface; the role that sellers themselves have had in this tidal wave of change. 

Amazon has consistently capitalized on its strength as a digital-first platform and has done so with the help of three powerful ecommerce levers. These same three pillars have also been behind the incredible growth that Amazon third-party-sales have experienced over the last 36 months. 

These following Amazon strategies are so lucrative that they should serve as guideposts for ANY Amazon seller wanting to get to the next level. 

• Prime Membership (and Shipping)
• Multiple Sales Strategies 
• Amazon’s PPC Advertising Platform

1. Amazon Prime Shipping for Everyone

Amazon’s decision to revolutionize the online shopping industry with Prime shipping raised the bar so far that the rest of the industry has had a hard time keeping pace. 

Before Amazon’s Prime shipping became the norm, waiting impatiently for days and weeks for products to arrive was one of the biggest barriers to buying things online. Today, a full 75% of customers now expect free shipping on all orders, and 63% say delivery speed is an important factor in their purchasing decisions.

Now, Amazon is using their massive ecommerce footprint to help entrepreneurs and small businesses that AREN’T EVEN SELLING ON AMAZON’S MARKETPLACE. 

Amazon’s release of Buy with Prime allows small businesses selling merchandise on their own website to take advantage of one of the principal benefits of Amazon’s fantastic fulfillment service. 

Amazon decided to capitalize on the power of Amazon Prime’s 150 million subscribers by expanding Prime shipping to businesses selling OFF of Amazon’s marketplace. 

With that one gesture, Amazon is indicating a willingness to share with Direct to Consumer (DTC) small businesses one of the biggest eCommerce levers at its disposal. 

Shoppers love speedy shipping. This is a no-brainer for online sellers looking to catch a ride on the “Prime” train. 

The benefits of Amazon Buy with Prime for both shoppers and sellers include a Prime shopping experience, where sellers can display the Prime logo and delivery promise on their websites, offering customers a trusted shopping experience. 

Customers enjoy fast, free delivery on eligible products within 1-2 days and easy returns without the need for boxing or labeling. For sellers, Buy with Prime attracts new shoppers, including Prime members, to their websites and increases shopper conversion by an average of 25%. 

Sellers can utilize Amazon’s fulfillment network for order processing, storage, picking, packing, and shipping, and display Amazon.com ratings and reviews to help shoppers make informed decisions. 

Additionally, Prime members can track their orders and access 24/7 live chat customer support.

2. Aggregate Your Amazon Sales to Drive AOV

Average Order Value (AOV) is a crucial eCommerce metric that measures the total amount of money every customer spends per transaction. It makes sense. As long as a shopper already has their credit card out, why not make sure that they’re buying more than one item at a time. 

There are two ways that Amazon has made multiple sales a foundational pillar of their business model, Amazon’s “Frequently Bought Together” recommendations, and Amazon’s Virtual Bundles.  

By taking advantage of their huge data modeling capabilities that make the Amazon FBT and “Virtual Bundling” possible, sellers can exponentially grow their sales without breaking a sweat.

Amazon’s “Frequently Bought Together” Recommendations 

When it comes to upselling, Amazon takes great advantage of their proprietary data. Amazon has the technological power and the marketplace position to be able to influence the eCommerce balance scale with a weighty marketplace finger. One way that they do that is through harvesting customer data.

Amazon uses its algorithms to determine what their customers are most inclined to purchase. Why not take advantage of that data yourself? 

By capitalizing on Amazon’s “Frequently Bought Together” feature on the Amazon listing page, Amazon sellers can tap into that hard-to-find data. Typically composed of two or three items, Amazon’s Frequently Bought Together recommendations are found just below the main product in a searched-for Amazon listing. 

Finding that next big Amazon product is always on the horizon for third-party-sellers. Why not stand on Amazon’s giant shoulders and use their invaluable data to help you come up with a complementary product to boost your total add-to-cart bottom line?

Amazon Virtual Bundles 

Phone case and screen protector, ring light and expandable laptop stand, some things just go together. Why not sell them together? 

Amazon “bundles” have long consisted of multiple single items that can each be identified by a unique ASIN/UPC and then sold together as a single offering. 

Savvy Amazon sellers take advantage of a relatively new way that Amazon allows sellers to bundle their products called, “Amazon Virtual Bundles.” 

The Virtual Product Bundles Tool for FBA lets brand owners create ‘virtual’ bundles made up of two to five complementary ASINs which are purchased together from a single detail page. This allows brand owners to offer bundles without packaging items together or changing FBA inbound inventory.

When a customer orders your Virtual Product Bundle from the product details page, Amazon ships the separate items from your inventory. 

Amazon has built the tool and created the platform, it’s up to you to dig into the data, and do the research. Then, use that data to build your own bundles to multiply your sales. We’re all busy these days. Use Virtual Bundles to prevent your buyers from having to navigate to another page to finish their shopping. 

3. Amazon Advertising: Good for Amazon, Better for You 

Pay per Click (PPC) is a form of online advertising in which advertisers “bid” for ads then pay a fee when someone clicks on the ad. 

Where Amazon’s PPC advertising platform really shines is with its ability to allow sellers a peek behind the curtain. By taking advantage of Amazon’s recommendations, ecommerce sellers are able to build an advertising strategy on top of Amazon’s powerful algorithms. It’s like being handed the answers to an important test before you sit down with a sharpened number two pencil. 

Just as importantly, once you’ve selected the proper keywords, not only will you be targeting people deliberately looking to buy your product, Amazon will direct business to your (virtual) doorstep free of charge. Taking advantage of Amazon’s PPC advertising platform just ups the ante. 

Use “Targeting” to Increase Relevancy and Reduce Ad Spend

As I mentioned earlier, Amazon’s biggest (and most lucrative) lever is the enormous amount of data that they collect from their shoppers every minute of the day. Having the ability to piggyback on that data is a “hack” you need to take advantage of. As eCommerce advertising becomes more competitive, “targeting” will help you get the upper hand. 

Targeting uses keywords and products to show your ads on search and detail pages to relevant shoppers. Using Sponsored Products automatic targeting, Amazon sellers can target their ads directly at their prospective buyers using the billions of data points collected by Amazon. 

There are many different ways that artificial intelligence can help today’s online sellers increase their sales. But, they all depend on your ability to capture data. That’s something that  Amazon might do better than anyone else. With AI becoming more clever every day, Amazon’s recommendations are better than ever. 

With these three strategies, Amazon has already carved out an effective trail for sellers that are paying close attention. There’s no need to reinvent the wheel. Amazon’s ability to harvest crucial first-party data has been a game changer.

It’s time to use that data to make it a difference maker for your own eCommerce business. 

Amazon PPC Agency = A Big Head Start for Sellers

If you really want to speed up the process, reach out to a leading Amazon PPC Agency such as Canopy Management to help you optimize your advertising campaign. An Amazon PPC Agency has the experience and technical expertise that allows you to increase product visibility, boost sales, and save money at the same time. 

As an Amazon seller, you probably know how important sales velocity is. After you’ve launched your Amazon product, Amazon PPC advertising might be the very best way to re-energize a product in need of a lift. 

An Amazon Agency will give you a big head start. The rest is up to you. 

How Canopy Management Can Help

What would adding 67% more organic sales mean for your brand?

Turns out that when you combine the massive experience of Canopy’s Amazon Advertising Experts with smart tools and tech, you get industry-leading results like this:

• 84% Average Year-Over-Year Profit Growth for Our Partners
• 2.7 Billion in Revenue Managed
• 99.1% Partner Retention Rate

Canopy Management is a full-service marketing agency for Amazon and Walmart sellers. Our team consists of former Amazonians, multi-million dollar sellers, and award-winning experts.

When you consider the many ways that Canopy Management can help you grow your business, you’ll see why selling on Amazon is much easier “under the Canopy.”

• Strategic Growth Planning
• Listing Copywriting Optimization
• Listing Photography
• Product Videography
• Advertising Management
• Customer Service
• Demand Side Platform (Amazon DSP)
• Amazon Posts
• Full Service Management
• Amazon Review Aggregation

The post Hijack These 3 Amazon Superpowers to Build Your Brand appeared first on Canopy Management.

Sometimes, with all the focus on bidding tactics and granular placement settings, that big picture can get lost pretty fast.

We recently took the time to look more closely at 10 of Google’s top-ranked articles on PPC strategies for 2024. In doing so, we noticed a few critical optimization opportunities that even experts seem to consistently miss.

1. Purchases, Not Clicks

If you randomly picked ten paid search articles talking strategy, how many do you think would have headlines focused on “increasing clicks” or “improving click through rate (CTR)?”

I’d bet most if not all. 

A platform-wide focus on click-based metrics dominates the Amazon advertising space.

And it’s not necessarily bad advice. Clicks indicate interest levels, allow tracking customer journeys, and factor into your quality score. Highly-relevant, attractively displayed ads are designed specifically to draw clicks. But ultimately, clicks themselves don’t define campaign success or failure.

At the end of the day, what truly matters are purchases and conversion rate. Did your Amazon ad spend drive sales? When you have multiple options for how to bid or target, a significant part of your focus should be on purchases first.  

Keep a close eye on your return on ad spend (ROAS). On Amazon, your RoAS can be found under the Advertising tab. Here, you’ll find information about impressions, clicks, and your overall cost per sale. 

If you’re using an Amazon Sponsored Products ad, rule-based bidding can help take the guesswork out of adjusting bids to achieve your target ROAS. For any existing campaign running for at least 10 days, you can apply a rule with a guardrail of ROAS and Amazon Ads will be able to adjust your base bids up and down to increase conversions while maintaining your guardrails.

Consider viewing optimizations through the lens of whether it will drive more revenue, rather than getting stuck chasing click volume.

Design ads to get attention without being misleading. Then, adjust your bids and matching strategies based on conversion behaviors. This shift from clicks to purchases is overlooked more often than it should be.

2. Amazon Automation (The Good Kind)

Winning the Amazon Buy Box – and the PPC advertising needed to do it – is becoming more challenging every day. When it comes time to scale an Amazon brand, individual sellers simply cannot manage bids, ads, keywords, and settings across thousands of product listings or locations. 

Best practices like close variant matching, flexible bid strategies, and custom bids by segments are nearly impossible for a human alone when you hit a few hundred or thousand products.

If you’re not fortunate enough to have an Amazon agency doing this for you, this is where automation and advanced algorithms enter the game. Leveraging artificial intelligence, machine learning, and automation can help overwhelmed advertisers keep up.

For an Amazon agency, automation of standard practices is particularly impactful because it frees up the humans to attend to the volatile situations that require years of specific ecommerce experience to untangle.

We’d argue that automation alone isn’t enough to help you scale. That’s where advanced advertising management comes in. 

Sure, an AI program might help you to manage a few dozen product bids and produce just-ok performance. But it’s when the best Amazon agencies strategically combine cutting-edge, closely monitored automation with the latest advances in artificial intelligence that we really see exponential growth.

3. Amazon Ad Segmentation

The vast majority of paid search targeting still comes down to picking products, keywords, and match types. But there is a much wider world of options to precision-target the right potential customers. Variables like demographics, user intent, behaviors, and devices used allow customization at a person-by-person level. 

For example, “Similar to advertised products” product targeting for Sponsored Display is a dynamic Amazon ad segmentation option that allows advertisers to leverage machine learning to help reach hyper-relevant audiences.  

Advertisers can use dynamic segments through the Amazon Ads API by creating a contextual targeting clause of type “similarProduct”.

Using dynamic segments, advertisers can target additional products that are similar to those being advertised and help sellers reach relevant audiences most likely to click and help drive traffic to advertised products. 

Imagine you find mobile phone buyers from higher incomes households have exceptionally high conversion rates. You can create a specific ad group and set aggressive mobile bids just for this audience.

Here are three ways to boost segmentation for even better campaign results:

Leverage multiple data signals  

Combining variables like income and mobile users is more powerful than a single trait. It creates exponential benefits. You can build segments using site analytics, CRM data, and third party sources.

Test new variants frequently 

Customer data and behaviors evolve rapidly. Routinely build and experiment with new segments to catch trends. Take advantage of the rapid advances in artificial intelligence to move quickly. 

Assign dedicated budgets 

Rather than evenly spreading funds, dynamically shift budgets to your best performing segments to maximize ROI. Again, AI can help you filter through multiple accounts and ad campaigns to make changes quickly enough to affect your ROAS and ultimately, your bottom line.

4. Focus a Microscope On Your Ad Campaign With Dayparting

There are many aspects of everyday life that have been dramatically affected by the recent advancements to artificial intelligence. Ecommerce is at the forefront of that trend, with AI making quick work of the data-heavy complexities of Amazon ad campaigns.

Dayparting is an advanced PPC optimization technique where ads are scheduled to run only during specific times of the day or week. This strategy takes into account that consumer behavior and purchasing patterns can vary dramatically throughout a relatively short period of time. 

To implement a dayparting strategy:

1. Analyze Sales Data: Identify peak shopping hours for your products.
2. Review PPC Performance: Determine when your ads are most effective.
3. Set Up Custom Ad Schedules: Focus your budget on high-performing times in your Amazon PPC campaigns.

For example, if you sell office supplies, your ads might perform best during weekday business hours. If you sell entertainment products, evenings and weekends might be your prime time.

Benefits of Dayparting:

• More efficient use of your ad budget.
• Improved click-through rates (CTR) and conversion rates.
• Reduced ad spend during less profitable hours. 

5. Seasonal Keyword Strategies

Amazon sellers spend a lot of time preparing for seasonal events like Prime Day. That’s why it’s a little bit strange that most of the top posts don’t mention the required seasonal ad campaign adjustments necessary to be successful. 

Adjusting PPC strategies for seasonal trends and holiday shopping periods is crucial for maximizing sales during peak times. This involves creating separate campaigns and adjusting bids and budgets for seasonal keywords during high-traffic periods like Black Friday, Cyber Monday, or Christmas.

To implement a seasonal keyword strategy:

1. Identify Relevant Seasonal Events: Determine which holidays or events are relevant for your products.
2. Research Seasonal Keywords: Compile a list of keywords related to these events.
3. Create Separate Campaigns: Set up individual campaigns for each major seasonal event.
4. Adjust Bids and Budgets: Account for increased competition during these periods.
5. Optimize Listings: Use seasonal keywords and imagery in your product listings.
6. Plan Ahead: Schedule these campaigns well in advance of the seasonal event.

Key Considerations for Seasonal Campaigns:

• Start early to capture early shoppers and build campaign history.
• Gradually increase bids as the seasonal event approaches.
• Prepare for higher CPCs during peak shopping periods.
• Monitor inventory closely to avoid stockouts during high-demand periods.
• Adjust your main campaigns to account for seasonal shifts in search behavior.

How Canopy Management Can Help

What would adding 67% more organic sales mean for your brand?

Turns out that when you combine the massive experience of Canopy’s Amazon Advertising Experts with smart tools and tech, you get industry-leading results like this:

• 84% Average Year-Over-Year Profit Growth for Our Partners
• 2.7 Billion in Revenue Managed
• 99.1% Partner Retention Rate

Canopy Management is a full-service marketing agency for Amazon and Walmart sellers. Our team consists of former Amazonians, multi-million dollar sellers, and award-winning experts.

When you consider the many ways that Canopy Management can help you grow your business, you’ll see why selling on Amazon is much easier “under the Canopy.”

• Strategic Growth Planning
• Listing Copywriting Optimization
• Listing Photography
• Product Videography
• Advertising Management
• Customer Service
• Demand Side Platform (Amazon DSP)
• Amazon Posts
• Full Service Management
• Amazon Review Aggregation

The post The Top Posts on Amazon PPC Strategy All Missed These 5 Hacks appeared first on Canopy Management.

Amazon uses a formula to help them determine which listings are first shown to shoppers that’s called an Amazon BSR. Amazon says that their “Best Sellers Rank is based on Amazon sales, and is updated hourly to reflect recent and historical sales of every item sold.”

The Amazon A9 algorithm focuses on a number of direct and indirect factors to help determine your BSR as well as your Amazon product ranking. However, two of the most important considerations are On-Page Optimization, and Sales Velocity (often derived through pay-per-click advertising).

On-page optimization refers to everything from image quality to the relevancy of your listing copy. Sales velocity is all about your number of sales within a given time period.

This guide on keyword research, ranking strategy, listing optimization, and A+ content will help give you a basic game plan for quickly improving click-through and conversion rates that you need to sell on an increasingly competitive marketplace.

Understanding Amazon’s Algorithmic Intent

Don’t forget that Amazon is both a search engine and an ecommerce platform.

Look at it this way…

On Google, there may be a number of reasons why a user is searching “traditional Irish folk music.” They could be doing research for a project, trying to jog their memory about a particular performer, or looking to buy an album.

Unlike Google, Amazon assumes everyone is interested in making a purchase.

That’s why it’s in Amazon’s best interest to match each search with the products that are most likely to end in a sale.

It makes sense, then, that to improve your Amazon sales rank, and get the Amazon Buy Box, there is another ranking factor to consider. To precisely reach the right shoppers and convince them to buy, it’s crucial that your advertising strategy and product detail page are fully optimized.

But, there’s a problem where Amazon product optimization is concerned. Amazon sellers are often under the false impression that their listings are fully optimized. Unfortunately, in most cases, they’re not.

This post is also intended to give you the tools you need to make sure both your Amazon PPC and SEO strategies are working together to not only boost visibility but also maximize sales.

Begin With Keyword Research 

How do you get your Amazon product listing in front of the right shoppers? It starts with understanding the intent behind the searches that lead to your product.

Keyword research is vital for any ranking strategy. It reveals what your target audience is searching for, allowing you to create content that meets their needs. By understanding keyword relevance, search volume, and competition, you can prioritize topics that drive organic traffic. Keyword research uncovers new content opportunities, clarifies search intent, and keeps you ahead of industry. 

These are the basic steps:

Create a List of Seed Keywords: Begin with short phrases (1-3 words) that describe your product. If you need ideas, use Google’s related search terms.

Explore Amazon’s Search Bar Suggestions: Enter your seed keywords into Amazon’s search bar and note the autocomplete suggestions. These suggestions indicate popular search terms used by Amazon customers.

Utilize Keyword Research Tools: Software tools like Jungle Scout and Helium 10 can provide valuable data on search volume, related keywords, and other metrics to help you identify the most relevant keywords for your product.

Focus on Relevance: Ensure the keywords you choose accurately describe your product and match what potential customers are searching for on Amazon.

Track Your Findings: Keep a list or spreadsheet of the keywords you discover for further analysis and prioritization.

Create Keyword-Rich, Customer-Focused Listing Content

Once you’ve determined which keywords you should include in your product information and how to best utilize them in your ad campaigns, the next step will be to incorporate them into your listing content. This will help you improve your organic Amazon ranking because it will spike the relevancy of your listing in the eyes of the Amazon algorithm.

There are four opportunities to weave your keywords into your Amazon listing:

1. Product Title
2. Key Product Features
3. Product Description
4. Backend Search Terms

Be careful, though!

Remember that you’re not just writing for the Amazon algorithm. You’re writing for (human) Amazon shoppers. To rank well, you need to strike a balance between SEO copywriting and persuasive, customer-focused language that appeals to your target audience. Amazon has recently adjusted their algorithm to favor listings that appear to be written for people not computers.

Product Title

They say that it only takes 5-10 seconds of meeting someone new to form a first impression. The same is probably true of an Amazon sale. That’s why your product title is so important.

While you have a limit of up to 200 characters, only the first 5-10 words in your product title are what appear as a search result, making these 5-10 words the most important piece of copy for your listing.

(No pressure, right?)

Let’s take a look at an example…

What’s great about this title is that it uses high volume, relevant keywords (“slim protective case” and “Apple pencil charging”) while also keeping the copy customer-focused. It also uses dashes to break up the text and make the information easy to understand at a glance.

Key Product Features

Trying to get your entire product description and targeted keywords into the tight 200 characters of the product title can be challenging. That’s why you have much more space to make your point after the shopper has reached your product page.

Topping off at a 1000-character limit, Amazon’s product features section gives you a bit more room to stretch your legs, but you still need to use that space wisely.

Your product features should be formatted as a bullet point list and include key product benefits. Bullet points make it easy for a reader to quickly scan the words for key information, which is why it’s the standard format for Amazon listing content.

Some sellers are tempted to use this space to list exact product specifications or manufacturer descriptions, but that approach does nothing to help you rank better or persuade your target audience of prospective customers.

A good list of key features starts each point with a key benefit that directly appeals to what your customer needs.

In this example, you’ll see that the copy highlights the key benefits, as well as addresses product compatibility, the company’s charitable donations, and a money-back guarantee.

Each one of these key points helps to overcome the customer’s potential objections while highlighting more specific product features and keywords (“built for the everyday,” “satisfaction guaranteed,” and “free Ipad repairs”) to support each benefit.

Amazon Product Description

Your product description section should be the area you expand on your key product features and benefits, as well as include long-tail keywords that you’ve identified in your keyword research.

The best practice for Amazon SEO is including your main keyword near the start of your product description. Plus, if you did not have an opportunity to use a keyword in your product title or key features, you can add it in the description.

Like all marketing copy, the best type of copywriting tells a narrative. It involves storytelling that shows the obstacles and challenges that a person may experience before purchasing your product and highlights how your product can solve those issues.

The language you choose should be friendly and conversational, not scientific. This section puts a little more “humanity” in your content.

Do

• Strategically incorporate relevant keywords into your copy in a way that sounds natural.
• Create a buyer persona by considering your ideal customer and what they want.
• Overcome their objections with specific product benefits.
• Highlight differentiators between your product and your competitors’. Think about what you have to offer that others don’t.
• Tell a story. Everyone loves a good story, and it can help contextualize your product to show how it might fit into your customer’s life.

Don’t

• Stuff your listing with keywords. Remember, you’re selling to humans, not to algorithms.
• Be too self-centered. Your product content should highlight how your product’s main features translate into concrete benefits.
• Follow the crowd. Instead of copying your competitors, focus on what makes your product special.
• Copy and paste a manufacturer description into your content, and call it a day.

Backend Optimization 

Amazon sellers have the opportunity to provide more information about a product in the administrative backend of the product page.

Utilizing meta tags in your product page’s backend helps Amazon recognize the relevance of your product offering.

There’s a catch, though.

If you think that you can just throw irrelevant or unrelated keywords into the backend to drive traffic, think again! You should never use this section as a way to stuff keywords that aren’t specific to those you targeted on the frontend.

If you wouldn’t use it on the frontend, don’t put it in the backend.

Keyword stuffing on the backend will only drive your results lower by appealing to irrelevant audiences.

Backend optimization needs to be carefully crafted to include relevant keywords and be fewer than 250 bytes. (If you aren’t familiar with bytes, Amazon has a handy explanation.)

Unless you’re already experienced in this optimization strategy, an Amazon search professional can utilize it best, so consider contacting Canopy’s Listing Optimization experts for help.

Take Advantage of Amazon A+ Content 

Amazon A+ Content is an often overlooked yet highly effective way for sellers to boost their brand, increase conversion rates, and improve rankings on Amazon.

This premium content feature allows Amazon Brand Registered sellers to enhance their listings with engaging images and text. Although Amazon claims A+ Content can increase sales by up to 10%, the impact may be even greater when fully optimized. By highlighting product features and benefits with scannable text, A+ Content makes listings more compelling and can appear in Google search results. 

Most importantly, the sales velocity boost helps products rank higher in Amazon’s search algorithm. Sellers who overlook this powerful tool are missing out on an opportunity to stand out in the competitive Amazon marketplace.

Lifestyle Images Help Shoppers Connect the Dots

High quality lifestyle images showcase products being used in real-world settings and help bring listings to life. 

Lifestyle images allow shoppers to visually see how a product can fit into their lives before making a purchase. This helps set proper expectations about product size, functionality, and overall look and feel. 

As a result, lifestyle images can help reduce returns from customers who realize a product does not fit their needs only after receiving it. Lower return rates help sellers maintain healthy metrics that influence future sales. 

Furthermore, compelling lifestyle images capture shoppers’ attention, convey product value, and drive conversion rates. Sellers who incorporate strong A+ lifestyle imagery give shoppers a better customer experience while also boosting their own sales performance.

Don’t Forget Amazon A+ Video Content

One especially valuable component of A+ Content is video. Video content can capture shoppers’ attention and convey key product selling points. High-quality demonstration videos visually showcase how a product works and what makes it better than competitors. 

Videos help shoppers make informed purchase decisions and can significantly influence conversion rates. Sellers who take advantage of A+ video give their listings a competitive edge.

Create an Emotional Connection with Amazon Brand Story 

The Amazon A+ Content Brand Story spotlight is a powerful tool for sellers to make lasting connections with customers and stand out from the competition. This dedicated section separate from the product description is titled “From the Brand” and enables you to share your brand’s origin story, core values, and unique differentiators.

Telling your brand story allows you to create an emotional connection with customers that goes beyond just selling products. It builds trust, affinity, and brand loyalty that encourages repeat purchases. The Brand Story space also provides additional real estate to promote cross-sells to other products and link to your Amazon storefront.

Unlike other forms of premium content, the Brand Story is free to access for Amazon Brand Registered sellers through the A+ Content Manager. You can seamlessly incorporate the Brand Story alongside enhanced images, videos, and text to create the full A+ Content experience.

Leveraging the Amazon A+ Content Brand Story gives your catalog a competitive edge. You can use the feature to authentically communicate what makes your business special and win over customers in Amazon’s vast marketplace.

How Keyword Strategy Helps Save On Ad Spend  

Advertising on Amazon can quickly become expensive if you don’t approach it with a smart strategy that incorporates the right keywords and phrases to optimize your ads to deliver conversions and sales.

You’ll build sales velocity by optimizing your Amazon PPC ads, and those higher sales will translate into better ranking.

When it comes to Amazon advertising, it doesn’t matter if you’re talking about sponsored products, sponsored brands, or sponsored display, the Amazon ranking algorithm wants to SEE that you’re connecting the dots for its shoppers in a clear and concise way. 

Your Amazon best sellers rank depends on it!

Use Amazon’s Algorithm to Help Find Converting Search Terms

Amazon allows advertisers to choose between 2 options for keyword targeting in their ad campaigns:

1. Manual Targeting
2. Automatic Targeting

With manual targeting, you choose the keywords and phrases you want to use and make your bid. That’s great if you already have high-performing keywords researched, but what if you don’t know what keywords will perform best?

The effectiveness of your Amazon ads strategy depends on your ability to answer this question. 

If you want to run an inexpensive test for the types of search terms your potential customer is using, automatic targeting can help you understand the search terms that are already converting.

The benefit of using automatic targeting is that all you need to do is allocate a small budget and set your campaign to automatic targeting, and Amazon will do the rest.

Automatically running these keyword “tests” will save you time optimizing your keyword strategy because the Amazon search engine will provide you with a list of proven, high-converting terms (many of which you may not have considered) to implement in your manual campaigns.

With all the talk these days of Amazon automation, this is another way to put the ecommerce giant’s algorithm to work for you.

However, learning the right keywords to use is just the first step. After that, you need to determine how to best match them with relevant search queries to improve your overall ad performance. That’s where Amazon match types come in.

Amazon Match Types

Choosing a match type for your keywords tells Amazon how to match your keyword to related search queries. Selecting the right match type will help your ad reach the most relevant audience so that you’re not wasting money (and hurting your ranking) by serving ads in searches that aren’t likely to end in a sale.

There are four Amazon match types: Broad, Phrase, Exact, and Negative.

Broad Match

Broad match is the most general, and it means that a search term may match if it contains all the keyword terms in any order. These keywords will often cost a lot less than other types of keywords, but if you’re not careful, they may lead to your ad appearing in irrelevant searches and fail to convert into sales.

Phrase Match

Phrase match means that the search term must contain the exact phrase or sequence of words in order to match the chosen keyword. Typically, the phrase match type gives you more control over the search terms your keyword matches for while being less expensive and restrictive than the exact match type.

Exact Match

When you choose “exact match,” you are telling Amazon that the search term must exactly match the keyword or sequence of words in order for the ad to show. Typically, because you are narrowing the type of searches your ad will appear in, exact match keywords are the most competitive and therefore, the most expensive.

Negative Match

With this type of keyword parameter, you’re telling Amazon to disregard any search terms that include the keyword you’ve identified. For example, if you’re an Amazon FBA seller of adult baseball caps and want to avoid showing up in searches for kids’ baseball caps, you’d set “kids” or “children” as negative keywords.

Amazon Doesn’t Love Low Click-Through Rates

Because click-through rate (CTR) is the ratio of people who click on your ad divided by your total ad impressions, a low CTR signals to Amazon that your ad either doesn’t appeal to shoppers or isn’t relevant to their needs.

With the latter, selecting the correct match type for your chosen keywords can make a significant difference in improving your CTR. Additionally, using negative keywords will help minimize the number of times your ad appears in irrelevant searches, again improving your overall CTR.

If your goal is to improve your Amazon ranking, tweaking your match type strategy to focus on elevating your ads’ click-through rates should be your first step. That will help you to increase conversions and build sales velocity, which will, in turn, improve your overall ranking.

Dig Into Amazon Product Reviews Using AI

Product reviews can have a lot to do with your Amazon product ranking. Here’s how to put artificial intelligence to help you determine trends and isolate the most critical keywords to focus on in your listing content.

Because AI-driven NLP algorithms can analyze large volumes of reviews to extract frequently mentioned terms, they’re able to help you spot emerging trends and popular features.

AI assigns relevance scores to keywords based on frequency, recency, and impact on customer satisfaction, helping you prioritize the most valuable keywords for your listings.

Then, take the search terms that are driving positive interactions with your own listings (as well as those of your competitors) and strategically position them in your listing copy.

How Canopy Management Can Help

What would adding 67% more organic sales mean for your brand?

Turns out that when you combine the massive experience of Canopy’s Amazon Advertising Experts with smart tools and tech, you get industry-leading results like this:

• 84% Average Year-Over-Year Profit Growth for Our Partners
• 2.7 Billion in Revenue Managed
• 99.1% Partner Retention Rate

Canopy Management is a full-service marketing agency for Amazon and Walmart sellers. Our team consists of former Amazonians, multi-million dollar sellers, and award-winning experts.

When you consider the many ways that Canopy Management can help you grow your business, you’ll see why selling on Amazon is much easier “under the Canopy.”

• Strategic Growth Planning
• Listing Copywriting Optimization
• Listing Photography
• Product Videography
• Advertising Management
• Customer Service
• Demand Side Platform (Amazon DSP)
• Amazon Posts
• Full Service Management
• Amazon Review Aggregation

The post How to Improve Your Amazon Ranking in 2024 appeared first on Canopy Management.

That million dollar record followed right on the heels of two more big livestream totals. The day before, Simply Mandys, another cosmetics brand, set a record by surpassing $730,000 in sales. Less than two weeks prior, Jeffree Star hosted a stream that grossed $665,000.

TikTok has set an ambitious target for its U.S. operations. According to industry experts, for 2024 they’re planning on growing their U.S. business to as much as $17.5 billion, signaling a commitment to becoming a major ecommerce player.

TikTok’s approach to online shopping is very different from what we’re used to. Instead of relying on product listings and search functionality, TikTok leverages content creation and engagement. The platform’s shopping experience is deeply integrated with its video content and live streams, creating a unique blend of entertainment and commerce.

Social Commerce for the Win

While $1 million in sales is a big win for TikTok, it should also be a call to arms to Amazon sellers that want to separate themselves from the competition. Even though social commerce in Western markets – at this point – represents a small percentage of China’s explosive live-sales events, TikTok has been doubling down on its live commerce strategy. 

The platform is actively collaborating with select creators and adjusting its algorithm to prioritize video broadcasts. The success of Canvas Beauty’s livestream demonstrates the potential of this approach.

TikTok’s strategy has cleverly positioned itself not as a direct competitor to established giants like Amazon, but as a complementary discovery engine for commerce. By focusing on entertainment-driven shopping experiences, TikTok is clearly planning on carving out its own niche in the ecommerce landscape. 

As TikTok continues to evolve its shopping features and creator partnerships, it’s going to be important to be at the head of the line. 

Here are 5 more reasons why: 

Access to a Massive and Engaged Audience

TikTok’s user base is not just large; it’s highly active and engaged. With over a billion active users worldwide, the platform offers Amazon sellers an unprecedented opportunity to expand their reach. Consider these points:

• Demographics: TikTok’s audience skews younger, with a significant portion of users under 30. This presents a unique opportunity to connect with Gen Z and younger Millennials.
• Global Reach: TikTok is available in over 150 countries and 75 languages, allowing sellers to tap into international markets.
• High Engagement Rates: According to recent statistics, users spend an average of 52 minutes per day on the app, and open it an average of 19 times daily. This level of engagement surpasses many other social media platforms.

Boost Brand Visibility and Authenticity

TikTok’s format allows for more personal and authentic content creation:

• Storytelling Opportunities: Short-form videos are perfect for sharing your brand’s story, values, and mission in an engaging way.
• Behind-the-Scenes Content: Show the human side of your business by featuring your team, production process, or day-to-day operations.
• User-Generated Content: Encourage customers to create content featuring your products, building a sense of community and trust.

Leverage Viral Potential

TikTok’s algorithm and content discovery features make it easier for content to sell directly through the platform and for it to go viral compared to other platforms:

• Shoppable Videos: Add product links directly to your TikTok content, allowing viewers to purchase items without leaving the app.
• Live Shopping: Host live streaming events where you can showcase products and interact with potential customers in real-time.
• Influencer Partnerships: Collaborate with TikTok creators to reach their established audiences and leverage their credibility.
• For You Page (FYP): TikTok’s main feed shows users content based on their interests, not just who they follow. This increases the chances of your content being seen by a wider audience.
• Hashtag Challenges: Create or participate in trending challenges to increase visibility and engagement.
• Duets and Stitches: These features allow users to interact with and build upon your content, potentially expanding your reach exponentially.

Diversify Your Marketing Strategy

Adding TikTok to your marketing mix can provide several benefits:

• Risk Mitigation: By not relying solely on Amazon or a single platform, you protect your business from potential algorithm changes or policy updates.
• Cross-Platform Promotion: Use TikTok to drive traffic to your Amazon listings or other sales channels.
• Content Repurposing: Adapt your TikTok content for use on other platforms like Instagram Reels or YouTube Shorts.

Access to Cost-Effective Advertising

TikTok’s advertising platform can be more cost-effective than traditional digital advertising:

• Lower Competition: As the platform is still growing, ad costs may be lower compared to more established platforms.
• Targeted Advertising: TikTok’s ad platform allows for precise targeting based on interests, behaviors, and demographics.
• Organic Reach: With engaging content, you can achieve significant visibility without paid promotion.

How to Get Started with TikTok Advertising

1. Create a TikTok Business Account: Begin by setting up a TikTok Business Account. This will provide you access to TikTok’s advertising tools and analytics. Make sure to complete your profile with a professional image, engaging bio, and a link to your Amazon store.
2. Define Your Advertising Goals: Clearly outline what you aim to achieve with your TikTok ads. Having clear objectives will guide your ad strategy and help measure success.
3. Understand Your Target Audience: Research TikTok’s demographics to understand who your potential customers are on the platform. Tailor your content and ads to resonate with TikTok’s highly engaged user base.
4. Create Engaging Content: TikTok thrives on creative, authentic, and engaging content. Develop short, captivating videos that showcase your products in action, tell your brand’s story, or highlight customer testimonials. 
5. Leverage TikTok’s Ad Formats: TikTok offers several ad formats, including In-Feed Ads, Branded Hashtag Challenges, and TopView Ads. Choose the format that best aligns with your goals and budget. 
6. Set Up a Campaign in TikTok Ads Manager: Use the TikTok Ads Manager to create and manage your ad campaigns. Define your campaign objective, set a budget, and schedule your ads. 
7. Monitor and Optimize Your Campaigns: Regularly review your campaign performance using TikTok’s analytics tools. Track key metrics such as impressions, clicks, and conversions. 
8. Collaborate with Influencers: Partnering with TikTok influencers can significantly boost your reach and credibility. Identify influencers who align with your brand and have a strong following among your target audience. 

Why Partnering with Canopy Management Should Be Your Next Move

For Amazon sellers aiming to expand their reach and enhance brand visibility, TikTok is a gold mine. With its massive, engaged user base and unique content-driven shopping model, the platform allows sellers to connect with new audiences in innovative ways. 

To effectively navigate this new terrain and maximize your success, consider partnering with an Amazon agency like Canopy Management. Canopy’s expertise in strategic growth planning, content optimization, and advertising management can help you seamlessly integrate TikTok into your marketing mix, ensuring you capitalize on the platform’s full potential. 

Why Canopy? 

What would adding 67% more organic sales mean for your brand?

Turns out that when you combine the massive experience of Canopy’s Amazon Advertising Experts with smart tools and tech, you get industry-leading results like this:

• 84% Average Year-Over-Year Profit Growth for Our Partners
• 2.7 Billion in Revenue Managed
• 99.1% Partner Retention Rate

Canopy Management is a full-service marketing agency for Amazon and Walmart sellers. Our team consists of former Amazonians, multi-million dollar sellers, and award-winning experts.

When you consider the many ways that Canopy Management can help you grow your business, you’ll see why selling on Amazon is much easier “under the Canopy.”

• Strategic Growth Planning
• Listing Copywriting Optimization
• Listing Photography
• Product Videography
• Advertising Management
• Customer Service
• Demand Side Platform (Amazon DSP)
• Amazon Posts
• Full Service Management
• Amazon Review Aggregation

The post TikTok’s $1 Million Dollar Day: Why Amazon Sellers Should Tap Into This Ecommerce Gold Mine appeared first on Canopy Management.

Canopy’s rapid success highlights the transformative power of expert Amazon advertising management and the critical role it plays in driving growth and success on an increasingly complicated platform.

THE BRAND

Selling in the Amazon books and school supplies category, this recent Canopy partner had a number of SKUs and was making intermittent sales. Unfortunately, and despite their top quality, high value products, they simply weren’t moving enough volume to be sustainable. This was particularly evident with their top seller, a simple, traditional component of everyday student life. 

THE PROBLEM

So, what was the problem? 

As it turns out, it’s not that they weren’t using Amazon advertising. The problem was that their in-house ad campaign for their main Amazon product was knocking it out of the park . . . until it wasn’t.

Canopy Management had been working with a few of their peripheral SKUs and had created ad campaigns that were thriving. Their tent pole SKU had been doing fine, then, the wheels fell off. 

Their in-house ad campaigns stopped working. 

Over the last few years, the level of skill required to succeed with Amazon advertising has risen to the point that thriving entrepreneurs with above-average ecommerce experience are seeing their strategies fall short. 

To be honest, there wasn’t really one big thing that their in-house team was doing wrong. It was more the accumulation of little mistakes. In that way it was like death by 1000 cuts. Their main SKU was bleeding Amazon sales. 

THE SOLUTION

Most Amazon advertisers are using the same building blocks to assemble their campaigns. Success – or failure – comes from the way that the campaign is structured. Online sellers on Amazon’s platform all have the same ad pieces to move around the board; Sponsored Products, Sponsored Brands, Sponsored Display, and Demand Side Platform. 

What the very best Amazon ad experts are able to do is adjust the layering and sequencing of the individual ad groups to increase visibility, and drive sales velocity. 

The Canopy Management PPC Ads team create bespoke, specifically constructed Amazon campaigns that take advantage of the latest advances in artificial intelligence and dayparting strategies. More importantly, all of that technology and cutting-edge strategy is backstopped by dedicated account managers responsible for that account alone.

THE RESULTS

Four months ago in January of 2024, when Canopy’s PPC Ad team began working with the partner, the year-over-year organic sales growth had been relatively flat. 

The bulk of their SKUs are affected by seasonality, still, from the screenshot below, it’s clear that something special was beginning to happen – just 30 days later – in February, 2024. 

By March of 2024, sales of their main SKU were skyrocketing. 

This case study helps illustrate the critical role of expert ad management. Canopy Management’s custom built, data-driven approach to PPC advertising transformed a struggling product into a sales powerhouse. By focusing on strategic ad structuring and leveraging advanced AI tools, Canopy Management delivered remarkable results. 

For businesses looking to optimize their Amazon advertising and achieve sustainable growth, Canopy Management offers comprehensive services, including Strategic Growth Planning, Advertising Management, and more.

Visit Canopy Management to learn how we can elevate your Amazon business.

What would adding 67% more organic sales mean for your brand?

Turns out that when you combine the massive experience of Canopy’s Amazon Advertising Experts with smart tools and tech, you get industry-leading results like this:

• 84% Average Year-Over-Year Profit Growth for Our Partners
• 2.7 Billion in Revenue Managed
• 99.1% Partner Retention Rate

Canopy Management is a full-service marketing agency for Amazon and Walmart sellers. Our team consists of former Amazonians, multi-million dollar sellers, and award-winning experts.

When you consider the many ways that Canopy Management can help you grow your business, you’ll see why selling on Amazon is much easier “under the Canopy.”

• Strategic Growth Planning
• Listing Copywriting Optimization
• Listing Photography
• Product Videography
• Advertising Management
• Customer Service
• Demand Side Platform (Amazon DSP)
• Amazon Posts
• Full Service Management
• Amazon Review Aggregation

The post A Canopy Management Case Study: The Power of Strategic Amazon Advertising appeared first on Canopy Management.

This guide will help you get started with your own Amazon PPC advertising campaigns. It also details strategies – if and when the time comes – you can use to determine the best Amazon agency for the job.

Understanding the Fundamentals of Amazon PPC

The first step to becoming an Amazon PPC management expert is understanding the basics of Amazon advertising.

Amazon is a very competitive marketplace with millions of sellers. Amazon’s advertising solutions enable marketers and sellers to boost visibility, increase sales and stay ahead of the competition.

Amazon marketing and advertising use a Pay-Per-Click (PPC) model. Marketers pay when people click on their ads, similar to other digital networks.

Before Amazon launched PPC advertising in 2012, an Amazon PPC agency probably relied on search engine optimization (SEO) to boost visibility. Amazon SEO is still crucial for improving your product ranking, but PPC on Amazon delivers faster results for brands and marketers.

Amazon PPC advertising may appear simple. However, it goes beyond creating a professional seller account, logging into Amazon Seller Central and throwing some dollars into the mix. You need an Amazon campaign management strategy and a developed advertising skill set to run successful campaigns.

How to Get Started with Amazon PPC

Keywords are search terms or phrases that customers use to look for products on Amazon. Using relevant and profitable keywords boosts your ranking and lets users find your ads when they search Amazon using those search terms.

Amazon SEO is critical to long-term success on the platform, and keyword research is an essential piece of the puzzle. With pay per click advertising, keywords are what connects the shopper with your listing.

By understanding how customers search for products and strategically incorporating relevant keywords, you can improve your listings’ visibility, attract potential buyers, and ultimately boost your sales.

Keyword Research Strategies

Customer-Centric Approach

To begin your keyword research, do what an Amazon PPC consultant does and put yourself in the customer’s shoes. Consider the words and phrases they would use to search for your specific product. Start by listing keywords that are directly related to your product’s features, benefits, and intended use.

Leveraging Long-Tail Keywords

When you’re just starting out, it’s recommended to focus on long-tail keywords. These are more specific and less competitive compared to broad, generic keywords. For instance, instead of targeting “cutting board,” opt for “handmade wooden cutting board.” Long-tail keywords often indicate higher buyer intent and can help you attract more qualified leads.

Expanding Your Keyword List

To broaden your keyword portfolio, utilize software tools (from companies such as Helium 10 or Jungle Scout) or other keyword research platforms. These tools provide insights into related keywords, search volume, and competition levels. Analyze the metrics to identify high-potential keywords that align with your product and have a decent search volume.

Organizing Your Keywords

Grouping by Themes

Once you have a comprehensive list of keywords, it’s essential to organize them effectively. An Amazon FBA agency will group keywords into tightly related themes and create separate ad groups or campaigns for each theme. This approach ensures better relevance and allows for more targeted optimization efforts.

Starting with Smaller Campaigns

When you’re new to keyword optimization, it’s advisable to begin with smaller campaigns consisting of 10-20 keywords each. This enables better control over your daily budgets and allows for easier performance tracking and adjustments.

Separating by Match Type

Amazon offers different keyword match types, such as exact, phrase, and broad match. To gain granular control over your keyword performance, create separate campaigns for each match type. This segregation facilitates precise analysis and optimization based on the match type’s behavior.

Bidding and Optimization Techniques

Prioritizing High-Intent Keywords

When advertising on Amazon, not all keywords are created equal. Identify the keywords that demonstrate the highest level of buyer intent and allocate higher bids to them. It might mean drilling down into a specific Amazon product category to increase the relevence of your advertising strategy.

This strategy improves your ad rank for those crucial keywords, increases the likelihood of your listings being seen by potential customers, boosts conversion rates, and drives sales.

Setting Conservative Daily Budgets

When you’re in the initial stages of keyword optimization, it’s wise to start with conservative daily budgets, such as $10-15 per campaign. This approach allows you to gather data and assess the performance of your keywords without overspending.

Continuous Analysis and Adjustment

Keyword optimization is an ongoing process. After running your Amazon PPC ad for a few weeks, take a close look at the search term reports to gain valuable insights.

For example, you will want to identify non-performing keywords and consider pausing or removing them. Instead, allocate more budget to keywords that are driving conversions.

When you truly understand the valuable data and underlying metrics, you’re better able to create efficient PPC campaigns that help you stand out from the crowd.

Amazon PPC Management Services: Is Outsourcing the Answer?

Amazon advertising is a powerful tool for businesses looking to increase their visibility and sales on the Amazon marketplace. However, managing PPC campaigns can be complex and time-consuming, especially for those without extensive experience or expertise in the field.

This is where Amazon PPC management services can be invaluable.

The Benefits of Working with an Amazon PPC Management Service

Partnering with a professional Amazon PPC management service offers a number of advantages. The best agencies employ teams of certified Amazon Advertising specialists with in-depth knowledge of the platform, algorithms, and best practices.

As your business grows, your advertising needs may become more complex. A well-established PPC management service can seamlessly scale your campaigns, ensuring consistent performance and efficient use of your advertising budget.

They stay up-to-date with the latest changes and trends, ensuring that your campaigns are consistently optimized for maximum performance.

For a lot of entrepreneurs, the biggest benefit of outsourcing your Amazon PPC management can be the significant time and resource savings. By entrusting this task to a dedicated service, you can focus on other critical aspects of your business.

Selecting the Right Amazon PPC Service Provider

Choosing the right Amazon PPC service provider involves several key considerations. First, look for a provider with a proven track record of delivering successful results, which can be assessed through case studies, client testimonials, and reviews. Ensure the service provider employs certified Amazon Advertising specialists who have undergone rigorous training and demonstrated expertise in managing Amazon PPC campaigns.

Transparent reporting and communication are crucial. A reputable service provider should offer regular, clear reports on your campaign performance, strategies, and any optimizations made. Customized strategies tailored to your specific business needs, goals, and target audience are essential, rather than using a one-size-fits-all approach.

Inquire about the tools and analytics platforms the service provider uses to gather and analyze data, as well as their approach to data-driven decision-making. Evaluate their pricing structure and contract terms to ensure they align with your budget and business needs, prioritizing transparency and flexibility.

How an Amazon PPC Expert Optimizes Your Campaigns

An experienced Amazon PPC expert can optimize your campaigns in several ways. Just like you might do to get started, they conduct thorough keyword research to identify the most relevant and profitable keywords for your products, ensuring your ads are shown to the right audience.

Unlike most sellers, the best agencies also have teams of data strategists, product managers, and software wizards that are able to build bespoke, high converting PPC optimization processes.

They analyze data and market trends to develop and implement effective bid strategies, ensuring you’re bidding competitively while maximizing your ROAS.

Continuous performance monitoring and reporting are key aspects of an Amazon PPC expert’s role. They provide detailed insights to help you understand your campaign’s strengths, weaknesses, and opportunities for improvement. Through A/B testing and data-driven optimizations, they refine various aspects of your campaigns, such as listing copy, targeting, and bid strategies, to achieve better results over time.

How Canopy Management Can Help

Selling on Amazon? What would adding 67% more organic sales mean for your brand?

When you combine the massive experience of Canopy’s Amazon Advertising Experts with smart tools and tech, you get industry-leading results like this:

• 84% Average Year-Over-Year Profit Growth for Our Partners
• 2.7 Billion in Revenue Managed
• 99.1% Partner Retention Rate

Canopy Management is a full-service marketing agency for Amazon and Walmart sellers. Our team consists of former Amazonians, multi-million dollar sellers, and award-winning experts.

• Strategic Growth Planning
• Listing Copywriting Optimization
• Listing Photography
• Product Videography
• Advertising Management
• Customer Service
• Demand Side Platform (Amazon DSP)
• Amazon Posts
• Full Service Management
• Amazon Review Aggregation

The post How to Become an Amazon PPC Management Expert in 2024 appeared first on Canopy Management.

Is artificial intelligence . . . smart? 

We’re asking that question because we’re curious if using the incredible capabilities of AI to help you with your Amazon business is a good thing all around. Or, is it specific to the use case?

Let’s begin with a few definitions.

What is Artificial Intelligence? 

Most people consider AI to be any technology that demonstrates what is considered to be human behavior. That might mean abilities such as learning, reasoning, or adaptation to circumstances. AI comprises a number of derivative technologies such as machine learning, data modeling, and data mining. 

Machine learning, data mining, and data modeling are all part of artificial intelligence. They use data to make predictions or take actions. They’re particularly effective in data-heavy situations such as engineering, digital marketing and ecommerce. In almost every case, more data equals better results.

How Does AI Help Amazon Sellers?

Artificial intelligence is good at analyzing large amounts of data and predicting similar outcomes. That’s why it’s a useful tool for writing multiple sales or listing copies quickly for brands wanting to save time. 

The problem with that is most Amazon sellers would gladly trade quantity for quality every day of the week. With the maturing of the Amazon marketplace and the increased sophistication of sellers, to succeed, you need to be good.

“Fast” isn’t enough to help you to stand out. 

Artificial intelligence and machine learning tend to thrive best in periods of relative calm and when presented with regular and predictable data sets. That doesn’t sound like an Amazon PPC campaign.

The Bumpy E-Commerce Road Can Throw AI for a Loop

If recent global conditions have taught us anything, it’s that Amazon sellers should always expect the unexpected. From supply chain disruptions, to Amazon PPC marketing, the last few years have been particularly unpredictable.

Life’s bumpy road tends to throw algorithms for a loop. But, it’s more than that.

Using AI and machine learning to help optimize your Amazon product listings or automate your PPC campaign is a little like getting all your news from Facebook. It becomes an ever tightening circle of information.

The ancient symbol, Ouroboros is often depicted as a snake eating its own tail. In much the same way, Facebook’s algorithm continually filters the news in your feed until there’s almost nothing that you find objectionable. Everything is strikingly alike.

Sort of like this Amazon product listing.

What’s the problem with that, you might ask?

Avoid the Amazon Crowd with Long Tail Keywords

A little diversity of opinion is a good thing, period. In Amazon advertising, the top PPC experts can increase sales by emphasizing product distinctions. That kind of unique marketing strategy has a lot to do with long tail keywords. 

Long tail keywords allow Amazon PPC management agencies (and Amazon sellers) to drill down into a specific niche. Long tail keywords are also found MUCH LOWER in the marketing funnel.

Right down where target audiences start becoming buyers!

Artificial intelligence and machine learning aren’t going away any time soon. The problem with using AI with Amazon pay per click advertising strategy is that artificial intelligence is much more comfortable with shorter, seed keywords.

AI and machine learning programs use existing data to develop predictive models. The more data, the more precise the modeling becomes. Unfortunately, more data also means that you’re probably following large crowds of Amazon sellers marketing similar products.

How Do Long Tail Keywords Help Amazon Sellers Rank Higher?

With listing optimization, you don’t have to pay for popular keywords like you do with Amazon PPC advertising. It’s a cost effective strategy. Why not use them in your listings? That’s because in two very important and related ways, they could be costing you significantly.

If you’re not specific enough about the product that you’re selling, sellers are not going to click on your listings AND your click-through-rate (CTR) is going to suffer.

That’s where long tail keywords come in.

By making sure to optimize your titles, bullet points, descriptions, and listing backend with long tail keywords, the right shoppers will click on your listings. That will lead to higher CTR, a higher ranking on Amazon, and more sales.

Just showing up at the top of Amazon’s search results isn’t enough.

Yes, you want to show up high in the search results for shoppers who looking for a product exactly like yours. Otherwise, all that optimization work is wasted.

Long Tail Keywords and Amazon PPC Strategy

Amazon PPC services put a lot of effort into creating long tail keyword strategies.

They do so for three big reasons:

• Lower competition
• A lower cost per click
• Higher PPC conversion rates

Let’s consider the short tail keyword, “standing desk.” I’m going to open Helium 10’s keyword research tool, Magnet and take a closer look at it.

With a search volume of 370,751, it’s clear that if you choose to sell a standing desk on Amazon, you won’t be the only one. The word frequency (on the right side of the screenshot) gives us a pretty good idea of the words that most often make up the longer keyword phrases. 

Magnet also gives you the full list of all the search terms that are closely associated with “standing desk.” As you can see, if I was the Amazon seller trying to sell an “electric height adjustable desk,” I wouldn’t have nearly as much competition.

More to the point, the chances that an Amazon customer looking for exactly that, would be more likely to purchase. That makes both Amazon AND the customer happy. 

Ultimately, that’s Amazon’s goal.

Strangely enough, this list of ranked keyword phrases demonstrates another tactic that many skilled Amazon sellers take advantage of. I’ll admit it. Sometimes if I’m moving too quickly, I’ll accidentally misspell a word. 

Amazon shoppers do too!

That’s why many Amazon advertising services will place misspelled versions of important keyword phrases (both long and short tail) in the listing’s back end.

For example, including the keyword phrase, “shapred desk,” a misspelling of “shaped desk” could get you competition-free access to 348 Amazon shoppers.

Why You Might Want a Human at the Controls

Using AI automation for your Amazon PPC ad can be a powerful tool for optimizing bids for short tail keywords with high search volume. Because all that keyword data is the result of repetitive sales, machine-learning algorithms are able to make sense of the information.

These shorter tail keywords are most often used to increase brand awareness, making your product known to a very large number of prospective buyers at the top of the advertising funnel. The top of the funnel is also home to an enormous amount of competition and poor conversion rates.

Spending a lot of PPC dollars simply to advertise your product with Amazon ads is a good way to waste a lot of money. You want to be spending your PPC marketing dollars on an ad campaign that converts.

Amazon sellers really want to be taking advantage of the higher conversion rates and lower ad spend that occupies the bottom of the funnel. That kind of high-level PPC optimization strategy is where an Amazon PPC agency like Canopy Management comes in.

Amazon Agency Skills + AI Offers the Best of Both Worlds 

When ChatGPT first exploded onto the scene, there was a lot of interest from pretty much everyone looking to supercharge their ability to get stuff done. Then, they quickly realized that to get the most from AI, it’s important to input the correct, industry-specific prompts.

Canopy Management isn’t technology adverse. The difference is this: Canopy uses software to free up the bandwidth of our Amazon-selling experts. We love a good piece of technology as much as the next person. But, it’s a tool, nothing more. 

Our most extraordinary resources are our teams of e-commerce experts that are producing amazing creative assets, fully optimizing listings, and closely monitoring custom PPC and Amazon DSP advertising campaigns.

What would adding 67% more organic sales mean for your brand?

Turns out that when you combine the massive experience of Canopy’s Amazon Advertising Experts with smart tools and tech, you get industry-leading results like this:

• 84% Average Year-Over-Year Profit Growth for Our Partners
• 2.7 Billion in Revenue Managed
• 99.1% Partner Retention Rate

Canopy Management is a full-service marketing agency for Amazon and Walmart sellers. Our team consists of former Amazonians, multi-million dollar sellers, and award-winning experts.

When you consider the many ways that Canopy Management can help you grow your business, you’ll see why selling on Amazon is much easier “under the Canopy.”

• Strategic Growth Planning
• Listing Copywriting Optimization
• Listing Photography
• Product Videography
• Advertising Management
• Customer Service
• Demand Side Platform (Amazon DSP)
• Amazon Posts
• Full Service Management
• Amazon Review Aggregation

The post Do You Want AI Running Your Amazon PPC Campaigns? appeared first on Canopy Management.