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The 3 Pillars to Private Label Success on Amazon
By: Anthony Lee
Content presented during the Smart China Sourcing Summit Apr 17-19, 2016. Organized by
What we’ll cover:
2
The 3 Pillars to Private Label Success on Amazon
Visibility & Conversion as they pertain to the three most
important actions that any brand intending to sell on Amazon
will need to take.
These three actions are:
1. Optimization (the creation of the perfect listing),
2. PPC (specifically sponsored product ads), and 3.
3. Promotion.
We’ll also discuss how these three things affect Amazon’s
search algorithm and how understanding the mechanics of
such will help catapult you into profit.
The Ever Elusive Algorithm
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BUT FIRST...
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What it Looks Like as it Pertains to You, the Seller
Simplified –
• Sales Velocity
• By Keyword
• Over Time
• Drives Ranking
Not As Simple –
• Moving Averages Over Benchmark Periods
• Sales Generated from Unique Orders
• Conversion Rate for Specific Keywords/Phrases
We can only guess what these benchmark periods of
time are, but they appear to be hourly, daily, weekly, monthly and 6 months. This is ENTIRELY speculation.
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Your Honeymoon Period
New products have a greater chance to surge in
keyword ranking because they lack a poor conversion
history.
Keep this in mind….
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Optimization: Images
Old Image
New Image
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POSTING INSTRUCTIONS Optimization: Images
Main Image – White background. Take up as much of
the photo as possible. Clear shot from the best possible
angle.
Product Shots – Clear shots from as many angles as
possible, showing all dimensions.
Staged Shots – Use a familiar background to set the stage
of your product. Gets the buyer to picture the product in
their home/kitchen/garage etc.
Action Shots – Shows product in USE. Also, depicts your
target demographic using it, so the buyer will identify.
Infographics – Incorporates information into the product
shot. This allows you to convey vital info about pieces or
functionality.
Images are your most powerful opportunity to evoke an
emotional response from your prospective buyer!
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POSTING INSTRUCTIONS Optimization: Title
Old Title: LP00401 – Learning Tower
New Title: Little Partners Learning Tower - Kids
Adjustable Height Kitchen Step Stool for Toddlers or
Any Little Helper
-Capitalize on keywords (for algorithm) – Kids Step
Stool, Kitchen Step Stool, Step Stool for Toddlers,
Kitchen Helper, etc.
-Briefly Explains benefits (for customer) – Adjustable
Height Kids Step Stool, for Toddlers
-Result: Sessions TRIPLED. Conversion rate also doubled
on average. This resulted in an increase of over 400%
in sales.
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POSTING INSTRUCTIONS Optimization: Title
Speak to the Algorithm: Add as many relevant, high traffic
keywords as you can.
Speak to your Audience: Make it sound natural and to the
point, not spammy.
The Goal: Make your title as short as possible while including
the highest searched keywords and the most important
benefits.
Keep in mind that title is truncated. Get your biggest benefit
in front. Check to see what it looks like on different devices
(also good for main image).
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POSTING INSTRUCTIONS Optimization: Keywords
Back End Keywords are immensely important. They play a roll in
search rank as well as PPC. Search term keywords are just as
important as your title.
Client Study: Original keywords for wine tool – wine tool
wine key
wine opener
corkscrew
wine accessories
Revamped keywords – wine tool key opener corkscrew
accessories gifts women dining
bartender drinks bottle bar waiter
foil cutter stainless steel wood
double hinged beer cap top
Results – page infinity (over 20…could not find) to page 1
overnight for major term “wine opener”
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POSTING INSTRUCTIONS Optimization: Bullets/Description
Not as important for ranking, not as heavily read, still allows
your listing to look professional.
Bullets: Clear, concise, brief and benefit driven!
Attempt to get pertinent info above the fold in most layouts.
Description:
Use <p> and <b> tags if you can to break up the text and
make it look nice.
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POSTING INSTRUCTIONS Optimization: Other Things Affecting Conversion
Pricing:
HUGE for Conversions
Amazon Buyers Seek VALUE
The Lower the Price & Higher the Value, the Higher Conversion
Make sure you study your market.
Outshine your competition with higher value at a better price.
Consider your customer BEFORE your margin.
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POSTING INSTRUCTIONS Optimization: Other Things Affecting Conversion
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POSTING INSTRUCTIONS Optimization: Other Things Affecting Conversion
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POSTING INSTRUCTIONS Optimization: Other Things Affecting Conversion
Reviews: Social proof important factor for TRUST, which increases
conversion.
0 – 50 Can make a big difference. 50 – 100 Not as much (usually).
Build an intelligent machine that gets reviews on a consistent
basis. Best way is with a followup email sequence (feedback
service).
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POSTING INSTRUCTIONS Optimization: Increase Organic Reviews
Protip: RUN PROMOTIONS (i.e. use a service like ZonBlast to give
out coupons for your product at steep discounts)! There is NO
incentive to leave a review. Average review conversion is
about 3% and largely negative. You depend on your buyers’
good nature. Opening communications with them is a great
way to get results. HOWEVER, a gentle nudge to a promotion
buyer usually easily pushes them to leave a review. This is how
we got these results.
Protip: Input video links in your followup. It will set you apart.
You cannot link outside of Amazon, but if you host on
Amazon’s S3 cloud, you get an Amazon link. Make a thank you
video or instruction video.
Protip: Hyperlink to where you want your customer to go when
you ask for feedback. It makes it easier for them and looks
cleaner.
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POSTING INSTRUCTIONS Optimization: Other Things Affecting Conversion
Reviews:
Reviews, CAN, however, have a positive effect on conversions.
Here is an example. No changes were made to the title,
price or to the photos. All things remained the same except
for Reviews.
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POSTING INSTRUCTIONS Sponsored Product Ads: Keywords
PPC works off keywords rather than key phrases, stitching
relevant terms together over time.
Make sure highly searched keywords are in your listing and
search terms so you will get PPC impressions.
Target audience, subject matter keywords, etc, under “more
information” will help your relevance.
Strategy: Auto Campaign > Broad Match > Phrase Match >
Exact Match
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POSTING INSTRUCTIONS Sponsored Product Ads: Match Type
Broad – Show keywords in any order, with any combination of
other words, singular and plural. So, blue widget will show for
extra hard blue widgets, metal widgets blue, blue ultra hard
plastic widget cases, for example. After your auto campaign
gives you an idea of important keywords, run a broad match for
them and find all the keyword phrases that get impressions and
sales.
Phrase – Show key phrase in the exact order it is put in as. So,
blue widget will only show for blue widget hard plastic, ultra light
blue widget, snap on blue widget case, etc. Blue and widget are
always present, always next to each other and always in that
order. When broad match campaign reveals profitable key
phrases, put them in a phrase match campaign to further refine
and find the profitable phrases.
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POSTING INSTRUCTIONS Sponsored Product Ads: Match Type
Exact – Will show your keyword or key phrase only exactly as it is
put in. So, blue widget will ONLY show ads for the term blue
widget. Once you identify profitable phrases or keywords from
your broad and phrase match campaigns, you want to create
an exact match campaign for them. Why? Because you want to
give terms that you KNOW are converting to sales their own
budget, so you can put more money into them.
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POSTING INSTRUCTIONS Promotion: Stimulate the Algorithm
Algorithm Ranks higher from Higher Sales + Higher Velocity +
Higher Conversion Rate
“Launching” efficiently involves giving Amazon’s algorithm
these things.
By providing a group of deal hungry Amazon buyers with your
product at a discount, you can spike sales velocity and
conversion rate simultaneously.
This will result in an overall increase in ranking for the most
relevant search terms. Using special URLs with embedded
keywords helps you control which search terms get the biggest
jump.
22
POSTING INSTRUCTIONS Promotion: Launch Services
Two types of launch services – those that focus on SALES
(explicitly to improve search rankings) and those that focus on
REVIEWS (explicitly to improve review count).
Sales-centric platforms focus on driving sales through means
that will increase ranking for specific keywords.
Review-centric services often require users to leave reviews to
continue to have access to the platform.
You must decide what is best for your business, and what will
benefit you most in your specific niche.
ZonBlast is a sales-centric product launch platform designed to rank your products for the keywords of your choice.
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POSTING INSTRUCTIONS Promotion: ZonBlast
Our Results:
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POSTING INSTRUCTIONS Putting it All Together
Use These Three Pillars
• Listing Optimization - Conversion
• Amazon PPC - Visibility
• Launch Promotion - Visibility
After over a year of study, we’ve found this to be the most
intelligent way to quickly launch your brand because:
Conversion + Visibility = Sales & Profit
4/22/2016 25
Brought to you by:
Q&A
For further inquiries contact –
Visit www.zonblast.com/summit to
download slides & for an awesome
deal (25% off build products and 25% more credits for promo products).