In today’s blog, we are going to show you how to master the SEO and PPC on Amazon and what mistakes not to make on the way!

Usually, Amazon Brands can fall into the trap of only pursuing a paid PPC strategy or a SEO strategy. But the truth is, a good Amazon PPC marketer has some knowledge on SEO, and a good Amazon SEO has also got a solid background on PPC .

While these two methods generate traffic in different ways, they’re not actually competing against each other. Rather, they are fellow partners.

Let’s break down these two strategies and see how you can use them together to accelerate growth and create new types of engagement. Here’s what we’ll be discussing: 

  1. The differences between Amazon SEO and PPC
  2. Amazon SEO ranking factors
  3. How PPC can fuel organic growth

The Differences Between Amazon SEO and PPC

No matter your platform, whether it be Facebook, Google, or Amazon, there are specific strategies that cross-over well and some that don’t. Generally, if you can apply organic techniques to the world of paid traffic, then you’ll be in a good position.

Let’s think about why this makes sense. Organic techniques often enhance metrics like click-through-rates (CTRs) and engagement rates. If you simulate those same principles on your paid advertising, you’re going to end up with more people interacting with your ads.

However, you can’t just copy-paste the exact same strategies for SEO and PPC.

Beware the Keyword Dump

One of the biggest concerns with Amazon advertising is that people don’t realize that PPC keyword strategies are pretty different from SEO keyword building.

Let’s set the scene for this example. You’re ready to launch a new product, so you start by using a SEO keyword research tool like this or this. The tool spits out about 500 terms that are very useful in building your product page and driving organic traffic.

However, when it’s time to create a Sponsored Product campaign, most sellers typically use that same list of 500 search terms as their keywords. 

Notice that these terms aren’t optimized at all. They’re just a list of terms that relate to your product. There’s been no keyword research done on them to filter out its poor performers.

This keyword bug may simply ruins your campaign.

You’ll inevitably have hundreds of keywords that get no impressions, Amazon has never evidenced before, and are irrelevant.

As you can see, copying techniques exactly from SEO to PPC leads to disaster. So how do we fix this? Is there some way to easily translate SEO techniques to PPC? 

To answer these questions, we will dive into the soul of Amazon SEO ranking factors .

Amazon SEO Ranking Factors

When you put up a new product on Amazon, it needs to determine where this product fits in with the billions of its other products.

To do this, Amazon looks at two main groups of factors: relevance and buyability.

Relevance

Relevance ratings come from your keyword terms and other descriptive data. It includes factors like:

  • Product title
  • Description
  • Image metadata
  • Any other words you write about your product

This part of the SEO world is all about optimizing your data, so people can find your product easier. However, when you’re first launching a new product, you have no data on what will convert.

To solve this, you need to do a bit of keyword research. You can either do this manually or use a keyword research tool. You can use information like search volume and difficulty ratings to decide which keywords seem like the best match for you.

Once you have your preferred keywords, insert the ones which you want to rank for into prominent areas of your product page.

For keywords with a really high difficulty, like “make up”, it’s not enough to have them set throughout your product page. You’re also competing with everyone else who has “make up” as a keyword.

This is the case when Amazon has to incorporate even more ranking elements, which is where buy-ability comes into play.

Buyability

Buyability is what takes a consumer to convert and buy your product. It includes factors like:

  • Price
  • Style of your title and description
  • Image appeal
  • Review quality
  • Add-to-cart rate
  • And more…
  •  

How PPC Can increase Organic Growth

When you are first launching a new product, it can be a bit controversial since you in order to rank high, you need to convert more, yet to convert more, you need a high ranking. 

Yet, which one do you first chase?

The fact that your product is highly relevant with no reviews and no history does not mean it’s not going to be showing up at the top of search results. The intrinsic low buyability of new products will set back its ranking.

One way of overcoming this problem would be by implementing paid advertising to increasing your listing to the top of search results and other areas.

A strong PPC campaign can urge your product into the eyes of consumers, giving it a chance to build up its buyability quickly. 

Hence, it’s kind of like you’re paying Amazon to increase your buyability naturally and quickly while it also builds up some real data you can use to re-optimize your SEO factors.

Major Learnings

It’s time to close the difference gap between Amazon SEO and PPC and recognize they are in fact two different way of accomplishing the same objective.

We hope you liked our post and that you now know a bit more on the roots of Amazon SEO and how to use PPC to boost your organic traffic.

As always, if you have any question, leave your thoughts in the comments section below and we will be happy to answer you!

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