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Maximizing Your Amazon Product Discoverability Via Content Optimization


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Tune in as Pat Petriello, Former member of the Amazon Seller Services Team, dives into actionable steps you can take to improve your content & convert more consumers.

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Maximizing Your Amazon Product Discoverability Via Content Optimization

  1. 1. Maximizing Amazon Product Discoverability Through Content Optimization Strategic Competitive Levers You Can Utilize to Rank Higher in Amazon Live Q&A Broadcast
  2. 2. Logistics Session Recording Will Be Sent out Tomorrow Morning Q&A Throughout the Presentation Submit Questions In the Chat Box to the Right Event Materials in ‘Handouts Section’ of GoTo Webinar Event Moderators Jeff Coleman VP, Marketplace Channels Nick Cotter Marketing Operations Coordinator
  3. 3. Blog Articles  How to Optimize Your Amazon SEO & Product Content  How to Submit Content Changes to the Amazon Product Feed  The Phased Approach to Amazon Sponsored Products: Product Content Evaluation  What is Amazon A+ Content? CPC Strategy | Resources
  4. 4. OVERVIEW • Founded in 2007 • Recognized as an Official Google Shopping Partner • 300+ Active Retail Clients • Top 50 fastest growing company in San Diego 3 years CLIENTS SOLUTIONS • Retail-focused Paid Search (PPC) • Google Shopping Management • Shopping Channel Management • Amazon Sales Acceleration About CPC Strategy
  5. 5. ✓ Amazon PPC Management ✓ Promotion & Review Strategy ✓ Amazon & Strategic Business Consulting ✓ Content Copywriting & Listing Optimization Amazon Sales Acceleration Program: Third Party Sellers Maximizing Performance on the Amazon Marketplace
  6. 6. ✓ Amazon Marketing Services Management ✓ Promotion & Review Strategy ✓ Vendor Operations Efficiency Assistance & Reporting ✓ Content Copywriting & Listing Optimization Amazon Sales Acceleration Program: Vendors Growing Your Brand Presence on Amazon Marketplace
  7. 7. CPC Strategy | Content Optimization Before…
  8. 8. CPC Strategy | Content Optimization After…
  9. 9. Facebook Group: Amazon Sales Acceleration Mastermind Ask to Join Group
  10. 10. Upcoming CPC Strategy Events August 9th-11th Register: Link in Chat Box Day 1 Presenter: Seller Labs Topic: Preparing Your Product Listings For Q4 Success Day 2 Presenter: CPC Strategy Topic: Advanced & Lucrative Q4 Sponsored Product Strategies Day 3 Presenter: Feedvisor Topic: Creating a Winning Q4 Game Plan 11am-12:30pm (PST) / 2pm-3:30pm (EST)
  11. 11. Today’s Speakers Pat Petriello Head of Marketplace Strategy Background Experience - Former Member of Amazon Seller Services Team - Former Professional Seller On: - Lead Architect For CPC Strategy’s Amazon Sales Acceleration Program
  12. 12. Poll For The Audience… Are you currently making optimizations to your product content? A. Yes B. No
  13. 13. Agenda • What is Amazon’s Product Search Algorithm? • Why Does Content Matter? • How to Optimize Your Product Titles for Search Intent • Feature Bullets & Product Descriptions • Organic Search Terms • How Does Content Relate to Sponsored Products? • A+ Detail Page Content • Live Walkthrough
  14. 14. What is Amazon’s Product Search Algorithm?
  15. 15. Amazon A9 Product Search Source: Amazon’s Goals  It's Amazon’s goal to be Earth's most customer-centric company, where customers can find and discover anything online  Create the best possible buying experience for their customers  Surface the most relevant and thoroughly vetted products on the SERP  Optimize for conversion  Customer-centric = Seller agnostic  Build consumer trust
  16. 16. Amazon A9 Product Search Source: Understanding the Customer The better [Amazon] understands the meaning of a query, the better we can help customers find the products they want. So we focus on the words and the intent behind those words. When a customer tells us they are looking for "Harry Potter in books", we distinguish in their query the title: "Harry Potter" from the category information: "in books".
  17. 17. Amazon A9 Product Search Source: Results and Ranking One of A9's tenets is that relevance is in the eye of the customer and [Amazon] strives to get the best results for our users. Once we determine which items are good matches to the customer’s query, our ranking algorithms score them to present the most relevant results to the user. Our ranking algorithms automatically learn to combine multiple relevance features. Our catalog’s structured data provides us with many such relevance features and we learn from past search patterns and adapt to what is important to our customers.
  18. 18. Why Does Content Matter?
  19. 19. Who is the Audience for Amazon Content? Source: Optimize Listings for Search and Browse Customers must be able to find your products before they can buy your products. Search is the primary way that customers use to locate products on Amazon. Customers search by entering keywords, which are matched against the information (title, description etc.) you provide for a product. Factors such as degree of text match, price, availability, selection, and sales history help determine where your product appears in a customer's search results. By providing relevant and complete information for your product, you can increase your product's visibility and sales.
  20. 20. Who is the Audience for Amazon Content?
  21. 21. How to Optimize Your Product Titles for Search Intent
  22. 22. Amazon Product Titles Product Title Best Practices  Each individual word in the Product Name (Title) is indexed on its own, meaning a concise and relevant title will drive traffic to your product.  Make sure to include the brand, material, size, color, product type, and meaningful descriptive keywords in your product title for all of your products.  Optimal title lengths are between 80 and 200 characters, although this does vary by category, and are being policed more aggressively by Amazon.
  23. 23. Amazon Product Titles A word from Amazon: “A title length more than 200 characters will be suppressed from search and browse. When creating new listings, make sure to keep the title, which is the Product Name, for each product less than 200 characters. Customers will not be able to find your listings created after July 15, 2015, until you have shortened their title to less than 200 characters.” To Do To Product Titles Not To Do To Product Titles Capitalize the first letter of each word Price and quantity Spell out measure words such as Ounce, Inch, and Pound Do not use all caps All numbers should be numerals Do not include seller information Ampersands should not be used in titles unless part of a brand name; spell out and lowercase “and” Do not include promotional messages such as “Sale” If the size is not a relevant detail, do not list it in the title Do not include suggestive commentary such as “Best Seller” If the product does not come in multiple colors, the color should not be noted in the title Do not use symbols such as ($, !, ?)
  24. 24. Optimizing Titles with Relevant Keywords Keywords are a vital component of any product title but retailers should be weary of keyword stuffing – a practice that can be detrimental to your ranking. Products with clear and detailed information are more likely to earn a higher click-through-rate and convert. The increase in sales will ultimately lead to better ranking. Below is an example of an optimized bubble sleeve case. As you can see, when a shopper is looking for a case cover, they know the product’s important detail information because it is listed in the title including the brand, the color, and the type of devices it is compatible with.
  25. 25. Amazon Title Formulas for Categories 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)
  26. 26. Feature Bullets & Product Descriptions
  27. 27. Product Bullet Points Information provided in the product feature bullet points are indexed by Amazon and searchable by customers. You have a 500 character maximum length per bullet point. Bullet Points Best Practices  Include keywords you want to rank for.  Highlight crucial product features to give customers the confidence to make a purchase decision.  Be certain your bullet points are describing the product and are not seller specific.  Highlight the five key features you want customers to consider, such as dimensions, age appropriateness, ideal conditions for the product, skill level, contents, country of origin, and so on.  Maintain a consistent order. If your first bullet point is country of origin, keep that same order for all your products.  Reiterate important information from the title and description.  Begin each bullet point with a capital letter.  Write with sentence fragments and do not include ending punctuation.  Do not include promotional and pricing information.  Leave your customers feeling confident that your product solves their problem.
  28. 28. Product Descriptions Information provided in the product description are indexed by Amazon and searchable by customers. You have a 2000 character maximum length for your product description. Product Description Best Practices  Optimize your descriptions for Amazon first and your customers second. Product descriptions live “below the fold” of a detail page.  Go beyond a simple to the point description. Well written product descriptions help the customer imagine the experience of owning or handling your product.  Put yourself in your customers' shoes: what would they want to feel, touch, think, want?  Mimic the in store experience as much as possible.  The more rich your descriptions, the better your products will convert.  Light HTML tags (ex: line breaks, bold, italics) technically not allowed but some have been grandfathered in.  Leave your customers feeling confident that your product solves their problem.
  29. 29. Organic Search Terms
  30. 30. Organic Search Terms Product search terms are not visible on product detail pages but are indexed for search by Amazon. You have a 1,000 character maximum total for your search terms. Organic Search Terms Best Practices:  Make sure you use the entire 1,000 available characters for all of your products.  The best search terms are synonyms and common abbreviations customers might enter into the search box.  Use your sponsored product campaign data to inform the selection of keywords.  If a keyword provides valuable information about your product, then it belongs in product description or key product features (bullet points).  Amazon Search automatically incorporates the title of the product, the seller name, and the brand information provided in the product data, so you do not need to repeat this information as search terms for your product.  When entering several words as a search term, put them in the most logical order.  Don’t provide redundant information that is already captured in other fields such as title, author, product description, bullet points, brand, etc. It won’t improve your product placement in search results.  Put yourselves in the shoes of your customers and use the terms they use to find your products.
  31. 31. How Does Content Relate to Sponsored Products?
  32. 32. Sponsored Products and Content How the Sponsored Products Auction Works: 1) When a customer searches or browses Amazon for products, Amazon finds all Sponsored Products ads that contain keywords that match the customer's search or browse page. In the case of Automatic Campaigns where there are no keywords, product content is used to determine relevancy. 2) Amazon first removes any Ads that are not currently winning the Buy Box. 3) The ads are then analyzed for relevance. Ads that are determined to not be relevant are removed from the auction. For example, a customer has searched for the term "kitchen blender." If a seller has bid on the keyword "kitchen blender" in an ad group that contains bath towel ads, Amazon determines the bath towel ads are not relevant and removes them from the auction. 4) The remaining ads are then ranked and displayed to Amazon customers in the ad rank order. Ad rank is based on the seller's bid and the likelihood the ad will get clicked. A. Campaigns that have been active longer have a better chance of showing ads. Click history plays an important role in Amazon’s bidding algorithm Source:
  33. 33. Sponsored Products and Content To maximize your ad's chances of receiving an impression, you should:  Ensure you are eligible to win the Buy Box.  Use relevant keywords.  Bid competitively.  Set your budget to ensure your daily budget is not exhausted.  Ensure your listings are complete and accurate including the title, brand, description, bullet points, and general keywords. Source:
  34. 34. A+ Detail Page Content
  35. 35. A+ Detail Page Content A+ content is available to Vendors and Third Party Sellers participating in certain Amazon programs (such as Amazon Exclusives) and allows you to add rich content to the detail page to improve the shopping experience for customers. A+ Detail Pages can help you to:  Increase customer conversion  Improve search relevancy  Address purchase barriers  Educate shoppers about model variations and features  Promote brand awareness  Increase efficacy of your advertising efforts  Reduce customer returns, customer contacts, or poor reviews due to customer confusion An A+ Detail Pages can include:  Custom paragraph headers and images  Unique image and text layouts  Product comparison charts  Bulleted feature lists  Click to enlarge images
  36. 36. Live Walkthrough and Q&A
  37. 37. CPC Strategy Service Offering Are you interested in an Amazon Product Discoverability/Buyability evaluation? A. Yes, Please. B. No, Thank You.
  38. 38. Questions for the Experts? Submit your questions in the chat box on the right | 619.501.6138 | Schedule A Free 60 min. Content Analysis