PPC efforts can get your customers in the door, but great content is what drives conversions. To shift your customers down the funnel efficiently, it’s important to optimize your product detail pages and fill them with appealing content that gives them both the information and the motivation they need to convert, such as:
Multiple colorful, high-resolution photos that show the product from every angle, as well as “lifestyle” images that show the product in use and build your brand.
Critical product information that’s easy to find and organized logically—if the shopper has to spend more than a minute or so hunting for product specifications, they’ll probably move on to another listing.
Bullet points and product descriptions that are seeded with the critical keywords you’re targeting (but not keyword-overloaded or dificult to read). Enhanced Brand Content, customizable rich visual content that allows you to create website-like templates for your product and tell a next-level story.
Not all Amazon PPC ad placements areor need to be the same. CTR and conversion rates for products in the first SERP row, referred to here as Top of Search, are considerably higher than on-page placements and placements lower in the SERP.
Fortunately, Amazon’s PPC interface now includes an “Adjust bids by placement” option that allows you to maximize your ROI by automatically adjusting bids by up to 900 percent when your ad has the chance to appear in the Top of Search position. Using this option is a good way to double down on your best-performing and most profitable items.
The holidays are when most Amazon advertisers will go all-out, and using Epinium will help you stay in the race as you and your competitors sprint toward the finish line.