Did you know, 70% of customers never click past the first page of Amazon’s search results when looking for a product? It’s a scary thought for many Amazon sellers & vendors trying to drive product discoverability & maximize sales velocity. Therefore, CPC Strategy, Jungle Scout & Splitly have teamed up to discuss advanced product listing optimizations to rank higher, increase product visibility & drive revenue.

1. AMAZON EXPERT ROUNDTABLE:
Advanced Product Listing Optimizations that
Drive Visibility & Sales

2. Today’s Logistics
Session Recording + Slides Will Be Sent Out
Join in the Poll Questions!
Submit Questions to Our Panelists

3. Today’s Event Speakers
Pat Petriello
Head of Marketplace
Strategy
Greg Mercer Andrew Browne
CEO & Founder Co-Founder

4. Today’s Agenda
❏ Differentiating Your Products from the Rest of the Pack
❏ Your Listing + Headline Search Ad Strategy
❏ A/B Testing and Price Optimization - Uncovering Truths
❏ Live Q&A

5. DIFFERENTIATING YOUR PRODUCTS
FROM THE REST OF THE PACK

6. A9 Algorithm
Who is the Audience for Amazon Content?
Humans

7. Capturing Demand For Your Products

8. UPDATE: Search Term Character Limit 8/24/17
Source: https://sellercentral.amazon.com/gp/headlines.html/ref=xx_headlines_cont_home#5764607882246185978

9. Where Does It All Start?

10. Vertical Style Example
Cookware, Cutlery Brand + Line + Size+ Product Type Calphalon Professional Hard-Anodized 8-1/2-Quart Saucier with
Lid
Cook’s Tools & Gadgets Brand (+ Model Number if necessary) + Model Name +
Product Type, Color
Vacu Vin Wine Saver Gift Pack, White
Small Appliances, Home Environment Brand + Model Number + Model Name + Product Type,
Color
KitchenAid KSM150PSER Artisan 5-Quart Mixer, Empire Red
Tableware Brand + Pattern + Product Type, Amount Pfaltzgraff Charlotte 16-Piece Dinnerware Set, Service for 4
Bedding Brand + Line/Pattern + Thread Count + Material + Size +
Product Type, Color
Wamsutta Luxury 400-Thread-Count Sateen Queen Sheet Set,
Halo
DVD Players Brand + Model Number + Size + Product Type + Screen
Style (if needed) + (Color/Pack Size)
Panasonic PV-D4743S Progressive Scan DVD/VCR Combo (Silver)
Video Games Brand + (Model Number if unclear what product is) +
Product Type + (Platform)
Thrustmaster Freestyler Bike (PC)
Amazon Title Formulas for Categories

11. Product Listing Example

12. Enhanced Brand Content and A+ Content are available to sellers/vendors and allow you to replace (EBC) or
supplement (A+) text with a visual Product Description.
Enhanced Brand Content and A+ Content
A+ ContentEnhanced Brand Content

13. UPDATE: EBC Video

14. Amazon Brand Pages going away on October 31, 2017.
Pages that are still linked to Headline Search Ad campaigns will remain active until December 31,
2017. Amazon invites you to build an Amazon store to showcase your products and promote your
brand.

15. New Storefronts
Source: Amazon Marketing Services
Amazon recently released new storefronts for both Sellers and Vendors. These multi-page
stores elevate customer shopping experience and allow you to showcase your brand,
products, and value proposition.

16. New Storefront Example
Source: Amazon Marketing Services

17. YOUR LISTING +
HEADLINE SEARCH AD STRATEGY

18. Today’s Agenda:
❏ Headline Search Ads: Brief Overview
❏ How To Create Campaigns (1 min)
❏ Optimizing For Profitable Campaigns

19. What Are Headline Search Ads?
Desktop:
Mobile:
Headline Search Ads are pay per click ads, targeted by keyword, with a bit more flexibility
in creating customized ads...

20. ...this means that creating
compelling copy is important (for
regular Sponsored Product ads you
had to use your listing)

21. Good News!
Headline Search Ads are now available in Seller Central. Previously it was
only available to Vendors.

22. How To Create Your Headline Search Ad Campaign

23. Why you need to explore Headline Search Ads Now:
Get Prime Real Estate: Very top of page, above sponsored products and top
organic listings
Improve Your Amazon Sales Velocity: Sales-> Reviews-> Organic
Ranking...running effective PPC campaigns accelerates this cycle!
Be A First Mover: Competition is lower now for headline search ads, therefore
lower CPC and lower CPA

24. 4 Step process to creating Headline Search Ads:
1. Choose your products (minimum 3
products from a registered brand)
2. Choose ad copy and image
3. Choose your targeted keywords
4. Enable!

25. Optimization #1: Improve Conversion Rate
Write great copy!
Examples templates that work:
Our (product) is (insert number)x(desired outcome)
Our cup keeps coffee hot 5x longer
Our headphones sound is 3x crisper
Your/you (target user) will be amazed/blown away/stoked (desired outcome)
You will be amazed how skinny you look
Your dad will be blown away with the smoothness of this shaver
The (product) (target user) trust
The sunglasses that professional athletes trust
The gloves more cowboys trust
Your/you (target user) won’t be able to put down/stop using (product)
Your mom won’t be able to put down our fidget spinner

26. Optimization #1: Improve Conversion Rate (cont)
Choose the right images!
● ~70% of Amazon searches are now
mobile...on mobile, a viewer can only
see the main image. Therefore,
choose it wisely!
● Lifestyle images are OK to use for
Headline Search Ads
● Use data to find the best image (ie the
best CTR and Conv Rate): run Split
Tests!

27. Optimization #2: Reduce Spend
Download Search Term Report regularly (especially in the beginning)
● Find those high-converting keywords!
Pause/reduce bids on unconverting keywords
Remember: 24-48 hour latency of when Amazon reports sales from PPC spend!

28. Optimization #2: Reduce Spend (cont)
Organize Keywords Into Tight Ad Groups
a. Why:
i. Easiest for managing spend
ii. Easiest to ensure highest
relevancy of ad copy to search
query as possible
b. How:
i. Gather Highest CTR & Highest
Conv Rate keywords from STR,
organize into themed ad groups
(ie baby, toddler, bamboo,
organic, girls, etc)

29. Optimization #3: Open The Floodgates!
Ramp up your profitable campaigns: if you find a keyword or ad group
that converts well, increase your bids to increase impression share
Hone in your match types whenever possible: ideally move to Exact Match, as it is most
highly targeted

30. A/B TESTING AND PRICE OPTIMIZATION -
UNCOVERING TRUTHS (Splitly)

31. Improve Conversion Rate:
An increase in your conversion
rate will increase your sales, and
the increased sales velocity
increases your rank, and gets you
even more sales.
All of this without needing to
spend on PPC or reduce your
price etc.
Get More Visitors:
An increase in your sessions (from
CTR or keywords) has a similar
benefit.
Price Wisely:
The ROI of having your price
where it’s most effective can be
enormous.
3 Reasons Why Split Tests Are Invaluable

32. Be Methodical
Resist the urge to attribute changes in sales, to changes made to your
listing
Without making any change at all to your listing, your sales will change day to day, week to
week. So how can you be sure that the change you made was effective of not?

33. A/B Test Fundamentals

34. A/B Test Fundamentals

35. Amazon Split Testing, First Key Difference
Cannot put software on Amazon.com
● We must conduct a ‘temporal’ Split testing instead, by manually changing our listing
back and forth.
● Amazon only gives traffic and PPC data on a daily basis (therefore must make
changes daily at 12 midnight)

36. Variant A
Variant B
VS
Test Main Image for Conversion Rate

37. Sessions
38
30
43
47
29
31
35
Sessions
34
31
28
37
33
39
40
Orders
4
5
7
3
5
8
4
Orders
5
4
8
4
6
10
8
Variant A Variant B
253 36 242 45
Conversion rate: 14.2% Conversion rate: 18.6%
Analyze the Data and Calculate Statistical Significance

38. Title
All images
Price
Bullets
Description
What Affects Conversion Rate?

39. Title
Main Image
Price
What Affects Sessions?

40. Amazon Split Testing, Second Key Difference
Sales velocity affects search rank
● Unlike Google, Amazon’s A9 algorithm factors in a products last 30 days of sales
● If the previous days sales are good, we will rank better today.
● This does not affect optimizing for conversion rate, but it does affect sessions and
profit optimization
● Sessions: Creates a dampening effect
● Profit: The test is biased towards the higher price

41. Solutions for the Pricing Problem
Being aware of the A9 algorithm issue, we can account for it in different
ways:
● Just change our price, and see how are sales are doing after some time
● Do an A/B test, but keep in mind the bias, and make a best guess how to factor that
in
● Use software that models the price to sales relationship, directly factoring in the sales
velocity issue

42. Modelling the Price / Orders relationship

43. Our Solution: Profit Peak
Actual Price
Optimal Price

44. Daily Profit vs Price Model

45. Questions for the Experts?
Pat Petriello
Head of Marketplace
Strategy
Greg Mercer Andrew Browne
CEO & Founder Co-Founder